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.
Backup Ukraine
Agency VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Category
Innovation & Transformation / Innovation in Interactive & Mobile Craft
Annual ID
OS23_IC006G
About the Work
BACKGROUND
According to BLUE SHIELD (the “red cross for culture”), destroying a country’s cultural heritage is the fastest way to erase its national identity. And no matter how many sandbags and protective covers we wrap them in, Ukraine’s cultural heritage is at high risk of destruction.
IDEA
So how do we make sure that they aren’t lost forever? By making a digital backup in the cloud — where no bombs can reach.
For the first time in history, UNESCO gave every citizen the power to create high-definition 3D models — and all they needed was their phones.
We saved the data as blueprints in a cloud-based 3D archive to be preserved forever. So if they’re ever destroyed, Ukraine's cultural treasures can be rebuilt down to the last detail.
EXECUTION
We partnered with 3D startup POLYCAM to customize their photogrammetry technology for Backup Ukraine.
It uses machine learning to convert phones' built-in camera, LiDAR and location data to high-definition 3D digital blueprints in a secure, cloud-based archive.
A free app (iOS/Android) was released to all Ukrainians, allowing regular people with little training to capture 3D models of a quality that used to be reserved for film studios and gave development professionals with expensive equipment. With 150+ articles, 1000+ shares and 135.000 views, we spread the word to every citizen in Ukraine, turning everyone into a guardian of their national heritage.
We worked closely with archivist experts to ensure that data was saved at museum-level standards and let trusted partners export to 10+ 3D formats. We even built new privacy measures to help museums mask the precise location of their collections, shielding them from looting invaders and targeted airstrikes.
RESULTS
With +50.000 downloads and +35.000 captures in Ukraine,
Ukrainian citizens have backed up considerably more sculptures than even the world's biggest museums and art collections.
6 NGOs pledged their support. 7 international firms donated equipment, funding and assistance to volunteers the ground — even 3D printing replicas of threatened statues to prepare for the worst.
And Unesco’s National Commissioner even went on public broadcast urging neighbouring countries to start scanning their heritage — before it’s too late.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
VIRTUE / Copenhagen
Client / Brand
Blue Shield / Copenhagen
Polycam / San Fransicsco
Unesco Denmark / Copenhagen
Art Director
Christine Smith
Henrik Nielsen
Creative Director
Tao Legene Thomsen
Martin Furze
Executive Creative Director
Morten Grubak
Executive Producer
Heidi Baltzer Ginsborg
Nicola Applegate
Sound Designer
Nis Nørgaard
Digital artist
Francois Pablo Andrivet
HEAD OF ART
Martin Magner
Head of Innovation
Iain S Thomas
President
Chris Garbutt
Senior Communications Manager
Florence Gartland
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