The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Media Relations
Annual ID
OS22_PR001G
About the Work
Vienna is home to some of the world’s most iconic artworks. 100 years ago, their artists fought for the free expression of their art. 100 years later, Facebook and Instagram’s algorithms make their fight obsolete. And label Viennese art „pornographic“. Leading to blocked accounts and deleted posts. Our brief was to advertise Vienna’s cultural heritage in this very climate.
To protest censorship, we took every piece of explicit art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content. The PR-stunt quickly went viral. It resulted in 2,500 articles worldwide, reaching more than 730 million people. It garnered 2.5 billion impressions and 150 million engagements.
With these numerous articles, posts, videos and TV-coverage, the stunt started a global discussion on the question: Who has the right to censor the art we consume?
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Jung von Matt Donau GmbH / Vienna
Art Director
Denise Danniger
Copywriter
David Schneider
Animator
Julian Frener
Mateusz Najder
Chief Creative Officer
Werner Singer
Creative Director
Michael Maria Morgenbesser
Brand Management & B2C Marketing
Isabella Graf
Deputy Director Brand Management & B2C Marketing
Lukas Merl
Director Brand Management & B2C Marketing
Claudia Wieland
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