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
Craft / Use of Technology
Annual ID
OS23_IG022B
About the Work
Germany is the country with the second highest number of museums with a total of 6,741. The WAI – Woods Art Institute – as cultural place with a strong focus on contemporary art, aimed to introduce itself to a wider audience and break free from the limited perception of being confined to an "artsy niche."
Pablo Picasso once said that “The art that is not in the present will never be”. From prehistoric art to Picasso's Guernica to Banksy’s Street art, art has always reflected, in its unique way, the moment in which it was conceived. Today, thanks to the AI system DALL·E 2, it is possible to create art in no time.
THE IDEA:
Launching a real-time art exhibition in which artworks represented the most relevant world events.
Through social listening, it was possible to identify the most prevalent keywords related to the most relevant current topics. All this data was used to generate prompts in a natural language that were directly fed into DALL·E 2, with the input of museum curators (art technique).
Instantly, unique artworks were generated and released in different media formats back into to the world. Crafting this way, the most contemporary exhibition to date.
WHERE AND WHEN?
The 39 real-time art pieces were exhibited from September 19th to October 14th, 2022, in the Woods Art Institute’s galleries. They were also shown in WAI’s social channels (Instagram, Twitter and TikTok) as well as over 700 digital billboards across Germany.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
INGO / Hamburg
Ogilvy Germany
Client
Caro Uhde
Katrin Parameswaran
Rik Reinking
Client / Brand
WAI Woods Art Institute / Wentorf
Music / Sound Production Company
HOOKED Music GmbH / Hamburg
Media Distribution Company
Stroer / Infoscreen / Frankfurt
Chief Creative Officer
Tobias Ahrens
Creative Director
Tomás O’Gorman
Motion Designer
Enikoe Kuemmel
Creative Chairman
Dr. Stephan Vogel
Global Chief Creative Officer
Liz Taylor
Senior Art Director
Nicolás López Bravo
Senior Copywriter
Fernando Montero
Videographer
Ann Vass
Account management
Jorinde Gessner
Lea Ugrinovich
Agency In-House Production
Hogarth Worldwide GmbH
Art buyer
Simone Kliesch
Chief Creative Technologist
Timor Kardum
Chief Executive Officer & Chief Creative Officer
Bjoern Bremer
Composition & Sound Design
Camilo Remolina
Jan Finck Barboza
Robin Ueberschuss
Director Creative Services
Alex Pfaff
Editor / Animation
Fati Bilal
Junior Art Director
Andrea López-Boado
Managing director
Dr. Ingo Kiedaisch
media
Kristina Koch-Schapperer
Tom Wacker
SENIOR PRODUCER
Gerhard Vetter
Technical Partner / Production
MAGIG Design + Technologies / Frankfurt
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