The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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
Bronze Pencil
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
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