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
Integrated Campaign
Annual ID
OS23_HW085M
About the Work
To raise humanitarian relief for war-torn Ukraine, we drew inspiration from President Zelenskyy’s powerful plea to the world to “Feel this: What we feel every day.” And we forced people to imagine what it would feel like, firsthand, to experience those ravages of war by transforming their own familiar hometown into a barely recognizable, battle ruin.
QR codes, anchored by Zelenskyy’s call to action, transport users to a web-based experience that allow them to toggle between a familiar city landmark and what that scene could look like after the devastation of war.
And as the impact of that jarring experience takes hold, those users are immediately prompted to contribute to the cause, just as they are truly feeling what they feel in the Ukraine.
The omni-channel campaign includes integrated digital, 15s TV, traditional and digital OOH, and a social media crusade championed by an army of influencers.
With each passing day, the need for humanitarian aid grows in urgency. So, defying typical production timelines, the campaign launched just under six weeks after Zelenskyy’s speech.
QR codes, anchored by Zelenskyy’s call to action, transport users to a web-based experience that allow them to toggle between a familiar city landmark and what that scene could look like after the devastation of war.
And as the impact of that jarring experience takes hold, those users are immediately prompted to contribute to the cause, just as they are truly feeling what they feel in the Ukraine.
The omni-channel campaign includes integrated digital, 15s TV, traditional and digital OOH, and a social media crusade championed by an army of influencers.
With each passing day, the need for humanitarian aid grows in urgency. So, defying typical production timelines, the campaign launched just under six weeks after Zelenskyy’s speech.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GREY Canada / Toronto
TANK Worldwide / Montréal
Digital Agency
Kffein / Montréal
PR / Marketing Agency
Hill + Knowlton Strategies / Montréal
Media Company
Group M
Art Director
Camilo Monzón Navas
Mark Mason
Chief Creative Officer
Marty Martinez
Chief Marketing Officer
Jill Mastroianni
Copywriter
Benoît Losier
Craig Redmond
Krista Raspor
Creative Technologist
Gabriel Corbel
Guillaume Tomasi
Designer
Eve Trudel-Lévesque
Editor
Biko Franklin
Executive Creative Director
Mark Mason
Producer
Deena Archibald
Worldwide Chief Creative Officer
Javier Campopiano
Chief Executive Officer
Marc Lanouette
Project Manager
Valentin Arvis
Digital & Technology Strategist
Jean-Philippe Georges
Digital Web Agency CEO
David Guillemin
Director of production
Neal Owusu
Director of Social Strategy
Stephanie Granowicz
Environment Artist
Sarah Haddab
EVP, General Manager
Nicole Lupke
Head of Art Department
Deak Ferrand
Head of Communications
Vanessa Grillot
Head of Department Matte Painting
Frederic St-Arnaud
Human Rights Defender
Kamila Orlova
PR Company Senior Advisor
Maxime Belanger
PR Company VP, Québec
Patrice Lavoie
Senior Interactive Art Director
Alexandre Desjardins
Studio Manager
Patty Groff
VFX supervisor
Erik Gagnon
Video Post Production Compositor
Caroline Brien
Nicolas Laprise Pellicelli
Video Post Production Producer
Carolie Legault-Lanouette
Visual Effects Company
Rodeo FX / Montreal
Related Awards
