The One Show

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2023 One Show - Radio & Audio

The Unforgettable 2 Minutes

Agency Publicis Groupe Benelux / Amsterdam + Publicis Groupe Benelux / Brussels + Public Audio / Amsterdam + Cake Film & Photography / Amsterdam

Client Nationaal Comité 4 & 5 mei


Experiential Radio & Audio

Annual ID


About the Work

On the 4th of May, at exactly 8pm, everyone in the Netherlands is being silent for two minutes to remember the victims of the WWII. But what do you think about when you did not experience the war yourself? And with the generation that experienced the war rapidly disappearing and our society becoming more diverse, it is becoming increasingly difficult to keep the memory of the Second World War (WWII) and the importance of 4th and 5th of May alive. To inspire the younger generation of what to remember during the national two minutes of silence, we asked survivors of WWII and their relatives to share their heaviest, most beautiful, and saddest two minutes of the war. Two minutes they have never forgotten. These are 'The Unforgettable 2 Minutes': 17 audio stories telling the personal experiences of those who’ve experienced the war. Each story lasts 2 minutes (excluding intro/outro), the exact same time the whole nation is being silent. The campaign assets contributed to more than 450.000 plays within a few days. In addition, 'The Unforgettable 2 Minutes' were picked up by national media such as Koffietijd, NOS, and popular radio stations like Radio 5 and Sublime FM which resulted in almost 11.000.000 impressions of earned PR. But more importantly, people also started to share their own stories. In the coming years, we will continue to collect even more Unforgettable 2 Minute stories. Resulting in an online audio memorial. That way, we will keep the stories of WWII alive. At least for 2 minutes every year.

2023 Awards

Total Points: 9



Publicis Groupe Benelux / Amsterdam
Publicis Groupe Benelux / Brussels

Production Company

Cake Film & Photography / Amsterdam

Music / Sound Production Company

Public Audio / Amsterdam

Art Director

Lennard Freij


Sandor Wouters

Chief Creative Officer

Eduardo Marques


Ben Brand

Director of Photography

Maxime de Smet

Executive Creative Director

Friso Ludenhoff
Maarten Vrouwes


Jesse te Buck

Music Producer

Ed Meijaard

Account Manager

Bianca Koot

Business Director

Katelijn van Lieshout


Tom van den Helder


Erik Demeris


Djuna Kramer


Sebastiaan Roestenburg

Studio Manager

Stephan Schut

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