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.

2023 One Show - Branded Entertainment

50 Queens

Agency Accenture Song DK / Copenhagen + Golden Days + BIG - Bjarke Ingels Group + Meta

Client Golden Days

Category

Experiential / Brand Installations

Annual ID

OS23_BE034B

About the Work

In most countries, women make up less than 5% of the public statues. Denmark is no exception. Of Copenhagen’s 101 statues, 70 are men. 26 are animals. And only 5 are women. So, to right this wrong, the culture festival, Golden Days presents: 50 Queens. A temporary monument and lasting testament to the importance of women. We began by renaming the central square in Copenhagen from the King’s Square… to the Queen’s Square. Then, together with a female architect from the studio, Big, we placed 50 empty pedestals, surrounding the statue of King Christian the 5th. 49 were dedicated to past women of great importance. Here QR codes led to an experiential journey in Instagram, guiding people through the city, while listening to the women’s untold stories exactly where they happened. The 50th and final pedestal was blank and invited the audience to dedicate it to a woman of great importance to them. Their submissions were sent to the City Hall to spark political debate. Thankfully, the Mayor of Copenhagen got the message. And she wasn’t the only one. In the end, we even got a visit from Her Majesty the Queen herself. And now, the 50 queens are ready to visit the next country, to make sure that women everywhere finally get the attention they deserve.

2023 Awards

Total Points: 9

Credits

Agency

Accenture Song DK / Copenhagen

Internal / In-House Agency

Meta

Design Firm

BIG - Bjarke Ingels Group

Client / Brand

Golden Days

Art Director

Nanna Gjerstrup

Copywriter

Aske Kror

Creative Director

Lasse Vintersbølle

Account Manager

Sarah Backer
Stine Feddersen

CEO

Bo Benzon
Michael Thouber

Client Solutions Manager

Nick Christiansen

Creative Strategist

Rasmus Høgdall

Digital Consultant

Andreas Langpap

Head of Events

Michelle Korbø Moran

Marketing manager

Janet Yap

Partner

David Zahle
Giulia Frittoli

Research Creative Technologist

Quiddale O’Sullivan

Related Awards

 

 

 

 

Follow Us