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 - Print & Promotional

Ban private jets

Agency TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt

Client Greenpeace


Magazine / Series

Annual ID


About the Work

The brief was to create a movement to denounce the ecological hypocrisy some public characters (the wealthy elite) demonstrate when they claim they want to defend the environment, but when they yet take ultra-polluting private jets anywhere and everywhere. Ultimately, Greenpeace wanted to launch a movement to ban private jets completely. Our audience was everyone, as we are all affected by climate change. At Davos 2023, most lobbyists, corporate bosses and political leaders flew to the event with ultra-polluting private jets, when they were supposed to discuss climate and inequality behind closed doors. We wanted to show the world their ecological hypocrisy and launch a bigger movement to ban private jets. In fact, researchers found that all private jets flights to and from Davos during the World Economic Forum in 2022 caused a total of 9,700 tons of CO2, equivalent to the emissions of about 350,000 average cars in a week. Our solution was simple. We used journalistic photographs clearly showing the consequences of climate change (floodings, mega fires, tornadoes etc.), and showed how some people still use private jets, in spite of knowing how polluting they are, and how they contribute to global warming. We wanted to make the private jets as small as possible to show how remote and distant these people are from the world we live in.

2023 Awards

Total Points: 21



TBWA\Paris / Boulogne-Billancourt

Chief Creative Officer

Benjamin Marchal
Faustin Claverie

Account Executive

Thaïs Martin-Fermaud

Account Manager

Matthieu Charles

Agency In-House Production

\ELSE / Boulogne-Billancourt

Agency Managing Director

Jonathan Serog

Art buyer

Elise Kubler

Head of 3D

Younes Chekouh

Music & Sound Production

\ELSE / Boulogne-Billancourt

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