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 - Experiential & Immersive

A hand ball that could save your life.

Agency Accenture Song Germany / Hamburg + Borussia Dortmund / Dortmund

Client Borussia Dortmund


Events / In-Person

Annual ID


About the Work

After the testicular cancer diagnoses of Borussia Dortmund’s newly signed football star Sébastien Haller and three other Bundesliga players, this disease has recently been put in the spotlight. In Germany, around 4,000 men are diagnosed with this malignant tumor every year.  But while it’s quite normal for women to go for breast cancer screening, urologist check-ups are still literally a no-go for most men. Time to break these taboos. To raise awareness for this important topic, we created a stunt in a place, where we could reach a huge amount of men: The Signal Iduna Park, legendary homeground of Borussia Dortmund. And we found a date that couldn’t be more appropriate: February 4th – World Cancer Day and home starting-eleven comeback of Sébastien Haller against SC Freiburg. Before kick-off, we added a big bump on the center circle in the stadium to symbolize a testicular tumor, creating a giant irritating image which sparked speculation immediately: fans shared photos and created memes and media around the world covered our center circle. After the buzz reached its peak, we resolved everything at half-time: in a video Haller and groundskeeper Willi Droste called on men to screen themselves regularly, revealing our motto: ‘A hand ball that could save your life’. Then, urologists educated the fans in interviews – in the stadium and on TV. The media buzz was enormous: from Dortmund to Rio, sports publishers and TV stations around the world featured our experiential stunt and on social media our bump became trending topic. Thus generating an outstanding earned media volume of €2.200.000 with a total budget of only €2,500. But even more importantly is that our stunt created the desired effect: urologist slots at Borussia’s test center were fully booked after a short time, making our story literally go full circle.

2023 Awards

Total Points: 3




Accenture Song Germany / Hamburg

Client / Brand

Borussia Dortmund / Dortmund

Art Director

Simon Herret


Rasesh Patkar

Director of Photography

Alexander Hildenberg

Executive Creative Director

Christoph Bielefeldt

Agency Producer

Jan-Ole Brendel

Senior Account Director

Yannick Maser

Senior Copywriter

Tim Bolte

Account Manager

János Dunai

Agency Producer / Post Producer

Ole Brand

Art Producing

Martin Piechotta

Creative Director Art

Michael Hülsbeck

Director of Marketing & Digitalization

Alexander Mühl

Executive Director Sports

Holger Hansen

Head of Marketing

Marius Happe

Junior Art Director

Roos Mehrtens

Junior Copywriter

Erik Baeßmann

Managing Director Creation

Fabian Frese

Team Lead Brand Management

Kim Wölfel

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