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
Typography / Dynamic / In Motion
Annual ID
OS23_DE102M
About the Work
While most people in the U.S. enjoy the benefits of cannabis legalization, 40,000 are still in prison for it, forgotten by the public. How can we get those who enjoy cannabis freely to fight for those who lost their freedom for it?
Freedom Grams is a cannabis brand where each pack contains the exact amount of cannabis that got someone into prison. But now it can help get them out. All proceeds fund legal action, enabling consumers to use their freedom to free others.
The design system is based on prison bars from which generative typography breaks free, symbolizing the project’s theme of liberation.
The custom type has two fonts: extended and condensed. Each character was constructed from two perspectives — from inside the grid and outside to show the contradiction between the treatment of consumers and cannabis prisoners.
The brand monogram represents the unusual amounts (in grams) of cannabis, precise up to one decimal point. The matchbook is relief printed and attached to each package, reminding consumers that they can ignite change.
The label generator tool allows even non-designers to generate the custom type and create Freedom Grams labels easily.
From the packaging, the stories unfold through AR and on a website, with all cases and ways to act: like signing petitions, contacting senators, and joining local groups. The editorial section guides the user through the topics surrounding cannabis in the U.S., with data and evocative photography.
Anyone can submit more cases to feature, and anyone from the cannabis industry can use the labels on their products to join the initiative.
After the launch on 4/20 2022, the first batch sold out right away. Since then, Freedom Grams has already gained considerable public support, 650 million impressions, and several new partners. Along with founding partners AROYA and GABY Inc., the initiative is supported by Dewey Cannabis Co. and Ball Family Farms.
In October 2023, President Biden announced the release of all federal cannabis prisoners. While this doesn’t apply to prisoners under the jurisdiction of individual states, this is a big step in the right direction.
Freedom Grams continues to raise funds for Last Prisoner Project dedicated to cannabis justice reform.
2023 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Design Firm
kimera / Munich
Moby Digg / Munich
PR / Marketing Agency
DiGennaro Communications / New York
Production Company
OFF Films / Munich
Music / Sound Production Company
86Tales UG / Berlin
Writer
Quentin Lichtblau
Chief Creative Officer
Alex Schill
Creative Director
Marco Kawan
Naho Manabe
Director of Photography
Lucas Bergmüller
Executive Creative Director
Franz Röppischer
Lorenz Langgartner
Illustrator
Frank Gräfe
Till Schermer
Motion Designer
Federico Leggio
Photographer
Ewelina Bialoszewska
Social Media Manager
Sophie Juch
Account Director
J.p. Escobar
Camera Operator
Felix Tonnat
Creative
Saurabh Kakade
Director of Marketing
Ross Dallaire
Set Designer
Marius Visean
Assistant Photography
Lisa Früchtl
CASTING
MassiveVoices / Berlin
CCO
Maximilian Heitsch
CGI Artist
Fabio Ziplies
Creative Code, Web Development
Daniel Kuhnlein
Creative Director Video / Director & Motion Designer
Dennis Fritz
Creative Intern
Anastasiia Cherniavska
Camille Nizet
Changkyu Ku
John Gergen
Lisa Düspohl
Lorenzo Colnaghi
Mirjam Olga Strzata
Reinier Wortman
Sanjeeta Saha
Silvia Raquel Vega Bellido
Tanvi Phalak
Yago Guimaraes
Creative Intern/Art Director
Yamen Ibrahim
Creative Producer
Alaa El Rayess
Hussein El Rayess
Imad El Rayess
Kevin Riedl
Director of Production Operations
William Kanistras
Director/Cinematographer
Tom Kubik
Head of Content
John Gorman
Head of Corporate Communications Serviceplan Agencies
Birgit Koch
Head of Sustainability Management
Julia Nicolaisen
International Communications Officer
Lee Sharrock
Managing Partner
Gordian Gleiß
Prop stylist
Justyna Dembowski
Researcher
Emma Stammen
Retailer/Manufacturer
Gaby Inc / Calgary
Senior Communications Manager
Charlie Rohlfs
Sound mixer
Reuben Colazo
Vice President of Marketing
Christian Hertel
Web Development
STD.DEV / Munich
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