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 - Creative Effectiveness

The Giving Room

Agency DDB Dubai / Dubai + MSF UAE / Dubai + Al Futtaim IKEA / Dubai + PHD Media / Dubai

Client MSF , UAE


Multi-Region or Market / Consumer / Brand

Annual ID


About the Work

The campaign added a huge element of surprise to regular shoppers at IKEA. We mimicked the IKEA brand design language to create a disruptive customer journey. Through this journey, they were made aware of the lack of medical resources in vulnerable zones, and how donations can greatly help MSF in reducing this deficit.

2023 Awards

Total Points: 3




DDB Dubai / Dubai

Client / Brand

MSF UAE / Dubai
Al Futtaim IKEA / Dubai

Production Company

The Farm / Dubai

Media Distribution Company

PHD Media / Dubai


Aneesh Kumaran

Director of Photography

Dalia Fadel

Executive Creative Director

Firas Medrows


Glauber Dorotheu

Photo Editor

Sanu Raju


Firas Medrows

Account Executive

Nourhan Moustafa

Associate Creative Director

Ahmed Ahmed
Glauber Dorotheu
Maya Sfeir

Business Director

Amr Hilmy

Communications Manager

Rasha Ahmed

Digital artist

Dolly John
Rahul Radhakrishnan

Executive Business Director

Roxane Magbanua

Executive Investments

Dana Saad

Executive Planning

Maya Idriss


Sajeesh Narayan

General Manager Marketing Communication, HF & Interior Design

Carla Klumpenaar

Global Marketing & Communications Coordinator, DDB Worldwide:

Aly Curran

Group Account Director

Sara Ezzeddine

Head Of Production

Ashish Varghese

Interior Design Group Leader

Lobna Eissa

Partnership Development Manager

Aida Saifi

Partnership Development Officer

Yumna Nasrallah

Partnerships Development Manager

Angelly Cabrera

Print Production Manager

Wissam Moubarak

Regional Communication Manager

Salama Ahmed

Regional Creative Director

Firas Medrows

Regional Sustainability Manager

Pooja Dhingra

Senior Executive Planning

Atieh Malkawi

Senior Manager Investments

Ihab Halawy

Sr. Director of Marketing & Communications, DDB Worldwide

Regina Chung Loy

Studio Manager

Carine Habib

Translation Officer

Basheer AlHajji

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