The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Websites / Desktop & Responsive
Annual ID
OS23_IN032M
About the Work
For centuries, women have been portrayed by men, for men. Framing them as passive, sexualized objects of male desire. Their own feelings and thoughts diminished by the patriarchy. This is known as the Male Gaze. And it’s everywhere… even today.
Sadly, this female objectification affects how especially young women see themselves, and can lead to low self-esteem, eating disorders and self-harm. So, to alter the perspective on our cultural heritage, the contemporary art space Charlottenborg Kunsthal created: The Female Gaze. An immersive experience that empowers female perspective.
We virtually re-modelled the iconic painting, “Young Girl Preparing Chantarelles”, allowing users to step inside and paint their own picture by changing the light, angle, backdrop, posture, and facial expression of a woman that for centuries had only been presented in one way. Once finished, people could share their female perspective with the world.
Physically, museum guests could immerse themselves in the VR-experience. And digitally, a social campaign led people to a webXR-experience on IOS and Android, opening The Female Gaze up to everyone.
Finally, we invited three photographers to capture their professional perspective, and auctioned their works of art away as NFT’s with the proceeds going The Danish Women’s Society.
And now, The Female Gaze is being developed into educational material for schools and high schools, opening future generation's eyes to the importance of female perspective.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song DK / Copenhagen
Internal / In-House Agency
Meta
Client / Brand
Kunsthal Charlottenborg
Production Company
makemepulse
Music / Sound Production Company
Pres Play On Tape
Art Director
Nanna Gjerstrup
Copywriter
Aske Kror
Creative Director
Lasse Vintersbølle
Designer
Solène Robichon
Thomas Rousset
Executive Producer
Mathias Roumy
Norra Abdul Rahim
Photographer
Philip Toft
3D Artist
Agathe Girard
Jérôme Levilly
Anthony Meric
Interactive Producer
Francois Cavalin
Valentin Moreau
Account Manager
Sarah Backer
Stine Feddersen
Business Affairs Lead Creative Shop
Marcus Johnson
CCO & Co-founder
Nicolas Rajabaly
CEO
Michael Thouber
Client Solutions Manager
Nick Christiansen
Communications Manager
Camilla Nordsted
Country Director
Pia Tandrup
Creative Strategist
Rasmus Høgdall
Jane Kinnaird
Julie Seal
Ricardo Muller
Ron Engelbert
Shahnaz Ahmed
CTO & Co-founder
Antoine Ughetto
Digital Consultant
Andreas Langpap
Director Creative Shop
Valentina Culatti
Front-end Developer
Vincent Saisset
Head of Events
Michelle Korbø Moran
Head Of Production
Gregory Bruneau
Immersive Tech
Therkel Sand Therkelsen
Lead Product Creative Shop
Charlie Macpherson
Marketing manager
Janet Yap
Marketing Science Manager
Frida Breslin
Public Policy Director
Martin Ruby
Public Policy Programs Associate Manager
Laura Carstens
WebGL Developer
Pierre Lepers
Romane Chouteau
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