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 - Interactive, Online & Mobile

Girls Who Code Girls

Agency Mojo Supermarket + makemepulse + Girls Who Code

Client Girls Who Code


Gaming / Online

Annual ID


About the Work

Almost half of all gamers are women. And yet 77% of game developers are men. As a result, female gamers are stuck with a gaming experience and culture marked by misogyny, gender imbalance, and harmful portrayals. So how do you get young, aspiring female coders to see themselves in an industry that often alienates them, or worse, objectifies them? With Girls Who Code Girls, we created the first experience that lets girls literally change the game by coding fully licensable gaming characters that look just like them. Girls and young women were invited to choose their character’s body type, skin tone, facial features, hairstyles, outfits, accessories, personality, and identity details. And they did this all while using 4 different coding languages - CSS, HTML, JavaScript and Python. Over 624 BILLION character combinations were possible, providing unique, diverse representation we’ve yet to see in gaming. In creating the experience, we had two goals in mind: 1. Provide girls and young women with a fun, creative entry point into coding, so they can see themselves in an industry that doesn’t authentically represent them. 2. Draw attention from gaming companies, and the world, to the fact that if more women coded video game characters, they would look like real women. And we did that. Girls Who Code Girls had: 624 Billion Possible Character Combinations 90k+ Site Visits 454k interactive coded actions. 225M earned media impressions. And while the world competes for a few seconds of Gen Z’s attention, Girls Who Code Girls users spent an average of 6 minutes and 13 seconds coding and creating.

2023 Awards

Total Points: 45



Mojo Supermarket

Client / Brand

Girls Who Code

Production Company


Art Director

Connie Chewh


Rux Drilea

Creative Director

Rizzo Digilio


Yula Ye

Executive Creative Director

Jono Paull

Group Creative Director

Kate Carter


Saliyl Dotson


Siham Saleh

Account Supervisor

Caroline Main

Assistant Account Executive

Casey Mattis

Associate, Communications & Social Media

Jerica Deck


Tarika Barrett

Co-Head of Strategy

Nika Rastakhiz

Communications & Marketing Associate

Candice Slade

Director of Comms Strategy

Rachelle Avila

Director of production

Erica Grubman

Founder & Creative Director

Mo Said

Group Account Director

Steph Kim

Head of Brand Management

Ji You

Head of Communications

Hannah Benabdallah

Head Of Design

Camilo De Galofre

Head Of Production

Tasha Cronin

Head of strategy

Ryan McDaid

Managing director

Kendra Schaaf

Senior Director, Marketing & Communications

Ashley Gramby

Senior Manager of Content

Julia Zeilinger

Senior Manager, Communications & Public Relations

Poonam Mantha

Senior Manager, Marketing

Jenelle Hopkins


Jake Herman

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