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 - Social Media


Agency MRM Spain / Madrid + LEE FILMS / MADRID + QMS Comunicacion / Madrid + Media Diamond / Madrid

Client Ministry of Consumer Affairs, Spanish Government


Social Post / Multi-Platform Series

Annual ID


About the Work

In Spain, children are educated around the values of equality, however, people do not realize that they can perpetuate sexist stereotypes by giving a specific type of toys to their children. Prioritizing a pink world of care and beauty for girls (68.2% of advertisements targeting girls include these stereotypes) and a world of heroes, action and the colour blue for boys (71% of advertisements aimed at boys include these stereotypes). That’s why the Ministry of Consumer Affairs wanted to develop a campaign to raise awareness about the impact that toys have on children’s development. A project with a great objective: to open a social debate about gender stereotypes on toys and its advertising. To make families and toymakers reflect on this problem, we used a resource never used before promoted by a public administration in Spain: a strike. Well… a #ToyStrike. In this way, we managed to transfer the conversation to the media and social networks in a massive way during the Christmas season. The campaign was launched through an official video statement posted on all the Ministry's social networks. Toys claimed their right to play with all children and called for all Spanish children and families to join the movement with their toys through a digital strike on the 12th of the month. 430.000 people in Spain joined the digital strike. For them, we created a protest kit with digital banners, GIFs and stickers filled with our slogans so that children could join the protest with their toys from home. Just four months after its launch, thanks to a society that was aware that toys perpetuate gender stereotypes, the agents involved signed an agreement that will co-regulate a non-sexist communication on toys next Christmas.

2023 Awards

Total Points: 3



Digital Agency

MRM Spain / Madrid

PR / Marketing Agency

QMS Comunicacion / Madrid

Client / Brand

Ministry of Consumer Affairs, Spanish Government / Madrid

Production Company

Lee Films / Madrid

Media Distribution Company

Media Diamond / Madrid

Chief Creative Officer

Felix del Valle

Creative Director

Álvaro Ferrero

Executive Creative Director

Guillermo Santaisabel
Pepe García


Alfonso Cuadra

Account Supervisor

Javier Mirones

Agency Producer

Ismael NuÑez

Creative Team

Albert Botelho
Anai Menendez
Claudia Jara
Daniel Albadalejo
Flavio Jimenez
Pablo Camarero
Sergio Garcia

Account team

Alvaro Cuneo

Communication director

Daniel Ayllón

Head of Advertising & Digital Strategy

Alejandra González


Rafael Merino

Managing director

Maria Martinez

Press officer

Ana Vázquez

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