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 - Gaming

Critical Core

Agency Dentsu Creative / Hong Kong

Client Game to Grow / Critical Core Tabletop RPG Game


Use of Gaming as a Tool

Annual ID


About the Work

Critical Core is the distillation of the brands experience in intentional gaming therapy into a product that helps children on the autism spectrum to build critical social and problem solving skills. It is a tool that autistic children can use to connect with their family and friends while learning. The product takes the brands vision, experience and expertise and puts it in a box for families to use anywhere in the world. Autism affects 32 million children globally, many do not have easy or affordable access to therapy. Also with many traditional therapies it is based on changing the child’s behaviour so that the world can be more comfortable with them, but we wanted a way to make them more comfortable with the world they live in. So the brief was to create a tool accessible to all that can help children on the autism spectrum to build valuable social skills and at the same time help them connect and build deep meaningful relationship with people.

2023 Awards

Total Points: 45



Dentsu Creative / Hong Kong


Jeffry Gamble

Chief Creative Officer

Jeffry Gamble

Creative Director

Jeffry Gamble
Gavin Cheng


Simone Tam

Chief Growth Officer

Anna Wong

Digital Strategic Planner

Yee Ching Wong

Senior Account Manager

Pearlie Yiu

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