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
Television & VOD / Over 60 Seconds - Single
Annual ID
OS23_FI031B
About the Work
Although we live in the information era, after decades-long efforts by political and business interests to undermine authoritative institutions, including elections, public agencies, science, independent journalism, and civil society groups, we are also living the disinformation era.
The intentional spread of falsehoods – and attendant attacks on minorities, press freedoms, and the rule of law – challenge the basic norms and values upon which institutional legitimacy and political stability depend on.
So to see the “real” truth behind every single statement, has never been more important. And CNN, being a multinational news-based television channel, needed to tell that: no matter what happens or what people say, CNN will always bring you the fact. The true one.
And, historically, the polygraph has been popularly referred to as a lie detector test. In short, polygraph records a number of different bodily responses which can then be used to determine whether someone is telling the truth.
So we had the idea to use the polygraph’s language aesthetic, to build the visual identity of our campaign. We turned the needles’ squiggly lines into journalistic, powerful photos, that showed the truth behind dishonest narratives.
In other words: we reimagined a polygraph so it could do what it’s always done: no matter what people say, it shows you the truth. Just like us.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
AlmapBBDO / Sao Paulo
Production Company
The Youth / Curitiba
Music / Sound Production Company
Raw Áudio / São Paulo
Post Production Company
Colossal / Curitiba
Art Director
Rafael Gil
Francis Alan
Copywriter
Rodrigo Almeida
Gustavo Tasselli
Chief Creative Officer
Luiz Sanches
Pernil
Creative Director
Iron Brito
Rafael Gil
Rodrigo Almeida
Director
Bueno
Director of Photography
Yuri Maranhao
Executive Producer
Carol Cherobim
Illustrator
Pierre Lapalu
Motion Designer
Arthur Naar
Sound Designer
Enrico Maccio
Philip Braunstein
Agency Producer
Diego Villas Boas
Music Producer
Fernando Forni
Ricardo Pinda
Rogério Pereira
3D
Vinicius Lavor
Eduardo Lunkes
Bruno Cornelsen
Account team
Renata Carvalho
Viviane Sgarbi
Isabel Gavião
Milena Ferezim
Account Team (Raw)
Carol Peternelli
Account Team (The Youth)
Carol Cherobim
Camila Pires
Art buyer
Teresa Setti
Eliane Silva
Client Approval
Renata Afonso
Virgilio Abranches
Thiciana Simão
João Koepke
Composition
Karlos Schirmer
Michel Takahashi
Coordinator (Raw)
Robério Barbosa
Coordinator of Production (The Youth)
Debora Lemes (Derbiz)
Creative VP
Marcelo Nogueira
Director of production
Ulisses Sant’Anna
Graphic Designer (Polygraph)
Diego Cagnato
Media Team
Patrícia Gogliara
Adriana Roza
Leonardo Sousa
Motion Supervisor
Rodrigo Stradiotto
Janaína da Veiga
Music Direction
Hilton Raw
Planning
Joao Gabriel Fernandes
David Gross
Yudi Nakaoka
Thauanne Santana
Polygraph
Tarciso & Pena
Post Production Supervisor
Diogo Gameiro
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