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.
Learn more about The One Show 2026
Category
Out of Home for Good
Annual ID
OS24_OH082M
About the Work
In Spain, there is a well-known saying: "Quién no llora no mama," which means "If you don't cry, you don't get." Inspired by this, we set out to put the saying into practice and cry until a law protecting breastfeeding in public is passed.
Together with the award-winning sculptor Cristina Jobs, we created a hyper-realistic baby with an integrated sound system that continuously emits crying sounds. We installed it in one of the busiest areas of Madrid, near the Reina Sofia Museum, to turn it into a symbol of protest.
This constant, annoying crying sound is being heard in different parts of Spain, as different organizations can contact us to host the baby.
It's annoying, isn't it? That's the point. We want to make sure that nobody can ignore it, not even the Spanish government.
Together with the award-winning sculptor Cristina Jobs, we created a hyper-realistic baby with an integrated sound system that continuously emits crying sounds. We installed it in one of the busiest areas of Madrid, near the Reina Sofia Museum, to turn it into a symbol of protest.
This constant, annoying crying sound is being heard in different parts of Spain, as different organizations can contact us to host the baby.
It's annoying, isn't it? That's the point. We want to make sure that nobody can ignore it, not even the Spanish government.
2024 Awards
Total Points: 3
Merit
Credits
Agency
LOLA-MULLENLOWE S.L.U / Madrid
Production Company
McNulty
Art Director
Cristian Serrano
Libe Amunarriz
Creative Director
Helena Marzo
Saray González
Director
Irene Baqué
Executive Creative Director
Tomas Ostiglia
Creative Supervisor
Pablo Luna
Zacarías Kesselman
Head of Production
Luis Cristóbal
Managing Director
Yann Baudoin
sculptor
Cristina Jobs
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