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
Promotional / Physical Items
Annual ID
OS23_DE109M
About the Work
For decades the fashion industry has been characterized by exploitation of workers in the Global South.
The world is only truly fair when people in the so-called developing countries have the same opportunities as industrialized nations.
With our campaign “Designed in Bangladesh. Made in Europe” we turn the typical supply chain upside down and demonstrate that designers, fashion trends and subcultures in countries we had not pay attention to, can offer us new, enriching opportunities.
For that reason, we based the idea of cultural connection. We wanted to create a new design language - a mash-up of two worlds and a cultural fusion of two continents.
We found Rokaiya Ahmed Purna - a talented, female designer from Bangladesh with a unique style. We let her create the first sneaker designed in Bangladesh and produced in Europe: the ekn Kamthala. It is inspired by the jackfruit, the national fruit of Bangladesh, and made of vegan material. Shapes, skin and colors are reflected in the shoe like in the embroidery or the laser engraving. The uniquely refined packaging is made from recycled materials. Each asset individually tells the story behind the product. Look and design are raw, unfinished, and still open to grow.
This design concept was applied consistently to the entire campaign, which is about respect, self-empowerment, strong women and disrupting a whole category. That is why all proceeds go to Rokaiya’s initiatives that support creatives in Bangladesh. We hope to create more awareness for all hidden talents anywhere on this planet who have been ignored way too long - until now.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song Germany / Hamburg
Client / Brand
ekn footwear / Frankfurt/Main
Production Company
27 Kilometer Entertainment / Hamburg
Filmstation Production / Dhaka
Music / Sound Production Company
2WEI Music / Hamburg
Copywriter
Lorenz Ritter
Rasesh Patkar
Sofia Christidou
Creative Director
Marek Bäuerlein
Director
Sajeed Sarwar
Director of Photography
Alexander Hildenberg
Monzur Anik
Executive Creative Director
Martin Terhart
Motion Designer
Falko Tilgner
Producer
Safat Chowdhory
Agency Producer
Jan-Ole Brendel
Account Manager
Anton Kröger
David Giesen
Kea Jacobs
Olga Baiz
Art Buying
Alice Feja
Art Producing
Stephan Gerlach
Chief AD
Joy Khan
colorist
Julian Wildner
Creative Producer
Leonard Witte
Creative Research
Salman Nakib
Creative Retouch
Martin Piechotta
Tobias Schlieperskötter
Executive Design Director
Marcel Krempin
Final Artwork
Anne Schmuecker
Ralf Seelig
Influencer Management
Anna Kramer
Lead Creation / Creative Director
Felix Zielke
Lead Creation / Group Creative Director
Alexander Grapp
Managing director
Noel Klein-Reesink
Managing Director Client Service
Lennart Wittgen
Managing Director Creation
Fabian Frese
Post producer
Dorothe Preut
Ole Brand
PR
Jessica Hartley
Ruth van Doornik
Product Design
Rokaiya Ahmed Purna
Sound engineer
Kian Djalili
Klaas Nocken
Trainee
Raphael Mauckner
UX designer
Emma Paraschiakou
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