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.

2023 One Show - Creative Use of Data

The 36

Agency Ogilvy Spain / Madrid




Annual ID


About the Work

Easter is one of the times of year when people make the greatest number of road journeys. Knowing how many people die on the roads has failed to get people to drive more carefully, but what if we knew who was going to die? Using Big Data, we determined the number and the profile of people most likely to die on the roads at Easter. We tracked down these 36 people and they became the stars of our campaign. In addition to them appearing in the TV, print and outdoor advertisements, we gave everyone the chance to get to know them and deep dive into the data via a website. Finally, we made it possible for everyone to discover the process used to pinpoint them through a documentary. With the tagline “Let’s prove Big Data wrong”, the country paid heed to caution, leading to a reduction of seven deaths on the road compared to the predictions of Big Data. So, we won. Because there is only one way to change the future: by knowing it.

2023 Awards

Total Points: 3




Ogilvy Spain / Madrid

Production Company


Chief Creative Officer

Roberto Fara

Creative Director

Félix Carral
José Izaguirre


Daniel Eceolaza

Executive Creative Director

Jesus Rasines

Executive Producer

Belén Gayán


Velasco & Hu

Account Supervisor

Marta Díaz

account director

Laura Roldán


Nadia Khairat

Creative Supervisor

Jorge Calvo

Digital Director

Gerard Nogueira

Digital Editor

Pablo Machetto


Pablo Clemente

Head of Audiovisual Production

Aarón Lago

Head of Postproduction

Alvaro Monzon

Managing Director & Head of Experience

Vanesa Porto


Ed is Dead

Post production

Hogarth Spain / Madrid

Social Team

Gema Martín
Nerea Heredia

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