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 - IP & Product Design

Turnstile Turbines

Agency Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris

Client Iberdrola


Best of IP & Product Design

Annual ID


About the Work

Europe is going through an unprecedented energy crisis. Governments are asking people to make efforts at all levels to avoid power cuts. Crisis are always an opportunity to rethink and improve existing things. Iberdrola, the European leading wind energy provider decided to show people that energy sources exist everywhere. We call it wasted energy: it can be the wind or anything that generates a force like the 1.7 billion people taking the subway every year in Paris. We decided to reinvent the turnstile they cross every day to replace it with the world first underground wind turbines: the Turnstile Turbines. To create the prototypes, we partnered with 14 students from one of the biggest French engineering schools, Junia HEI. Working hand in hand with Iberdrola engineers, they created a functional prototype that generates energy with each pass. The mechanism is directly inspired by real wind turbines system and automatic watch. The design was thought to remind people of wind turbines, to make people immediately understand the new purpose of the object. The prototypes were installed in the subway station Miromesnil, in the heart of Paris, generating more than 2 200 watts per day. Deployed across the Paris underground, the Turnstile Turbines system could generate enough energy to power an entire line and save more than 30,000 tons of CO2 per year. The prototypes will be soon installed in the Madrid subway. The project drew the attention of media,generating more than 130M impressions and appearing in the headline of the 3 most important French newspapers. It was also commented by a committed senator and massively shared on social media.

2023 Awards

Total Points: 90

Best of Discipline Pencil



Weber Shandwick / Paris
McCann / Paris

Media Distribution Company

Mediabrand / Paris

Art Director

Roman Lapacz

Creative Director

Jean Paoli

Executive Creative Director

Cedric Astrella
Angela Mears

Associate Creative Director

Clement Le Bars

Assistant Creative

Clothilde Batoux


Eloi Asseline

Creative Strategist

Elise Décultot

Event Agency


Junior Account

Lea Laurent

Junior Art Director

Alexis Smadja

Junior Copywriter

Camille Da Silva

Lead Consultant

Hélène Royer

Marketing / Communication

Amal Rabbani
Maria Javato Martin

PR Consultant

Romain Merle

PR Director

Catarina Haggioannou

PR manager

Anais Petit
Mathilde Bodo

Technology Consultant

Albert Paoli


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