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Decoding Women
Agency TBWA\Paris / Boulogne-Billancourt + Swindler & Swindler / Empurany + \Else / Boulogne-Billancourt
Category
Public Relations
Annual ID
OS24_HW026B
About the Work
HandsAway is an association that fights against sexist and sexual violence and street harassment.
This year, the association wanted to devote a large communication chapter to the subject of consent, which is still too little discussed although it is essential. Indeed, an Ipsos survey of 2022 reveals that, in France, a quarter of men aged 18 to 25 think that women enjoy being forced AND that 16% of men think that a woman who says "no" actually means "yes".
The brief was therefore to create a campaign that would raise awareness and challenge people on the basics of consent or remind people of the obvious.
We wanted to take men at their own game. According to them, women are too complex and mysterious, impossible to understand, and that is the reason why "mistakes" are made. It's true, isn't it? If women are assaulted, it is because they are ambiguous and mysterious.
The idea was therefore to write a manual, a bible on women, which would contain all the secrets of women, everything we have always wanted to know about women to understand and seduce them. The title is explicit: "Decoding women". However, when you open the book and browse through it, you realize that it is composed of only one sentence, from chapter titles to footnotes and bibliography: "If it's not yes, it's no". Because when it comes to relationships and intercourse, that's the only thing you need to know.
To reinforce the idea that the book holds all the most mysterious secrets about women, like a precious and rare book, the cover was inspired by mid-19th century covers.
We opted for a two-color cover with hot-stamped gilding to highlight the "mystical" illustrations. Indeed, these illustrations all symbolize preconceived notions about women, sometimes tempting, sometimes venal, moody, prude or just guided by their hormonal cycles.
The inside of the book quickly dismantles these preconceived notions with the only thing you need to know to decipher women: a 6-word sentence repeated over 2000 pages. This repetition was a real layout challenge, to give the impression when flipping through the book that each paragraph is authentic, special attention was paid to the "typographic grey"
This year, the association wanted to devote a large communication chapter to the subject of consent, which is still too little discussed although it is essential. Indeed, an Ipsos survey of 2022 reveals that, in France, a quarter of men aged 18 to 25 think that women enjoy being forced AND that 16% of men think that a woman who says "no" actually means "yes".
The brief was therefore to create a campaign that would raise awareness and challenge people on the basics of consent or remind people of the obvious.
We wanted to take men at their own game. According to them, women are too complex and mysterious, impossible to understand, and that is the reason why "mistakes" are made. It's true, isn't it? If women are assaulted, it is because they are ambiguous and mysterious.
The idea was therefore to write a manual, a bible on women, which would contain all the secrets of women, everything we have always wanted to know about women to understand and seduce them. The title is explicit: "Decoding women". However, when you open the book and browse through it, you realize that it is composed of only one sentence, from chapter titles to footnotes and bibliography: "If it's not yes, it's no". Because when it comes to relationships and intercourse, that's the only thing you need to know.
To reinforce the idea that the book holds all the most mysterious secrets about women, like a precious and rare book, the cover was inspired by mid-19th century covers.
We opted for a two-color cover with hot-stamped gilding to highlight the "mystical" illustrations. Indeed, these illustrations all symbolize preconceived notions about women, sometimes tempting, sometimes venal, moody, prude or just guided by their hormonal cycles.
The inside of the book quickly dismantles these preconceived notions with the only thing you need to know to decipher women: a 6-word sentence repeated over 2000 pages. This repetition was a real layout challenge, to give the impression when flipping through the book that each paragraph is authentic, special attention was paid to the "typographic grey"
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Design Firm
Swindler & Swindler / Empurany
Agency In-House Production Company
\ELSE / Boulogne-Billancourt
Art Director
Julia Deshayes
Lena Monceau
Chief Creative Officer
Benjamin Marchal
Faustin Claverie
Social Media Manager
Eleonore Berthier-Millot
Account Executive
Julia Montagu
Art Buyer
Marie Le Borgne
CEO & Head of Creative Producers
Maxime Boiron
Communications Director
Domitille Raveau
Creative Producer
Lea Gosselin
Director & Graphic Supervisor
Nicolas Duval
Head of Music & sound
Olivier Lefebvre
Junior Communications & Product Manager
Miguel Neves da Costa
Managing Director
Jonathan Serog
Operation Director
Lucile Dupuy
Project Manager
Vassilia Mattei
Senior Communications Manager
Benjamin Puygrenier
Sound Director
Fanny Mithois
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