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.
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Category
Popular Culture Impact
Annual ID
OS24_CD005S
About the Work
TRUTH
Despite Germany’s advanced healthcare system, every day 3 people die awaiting an organ transplant.
While 84% of Germans support organ donation, only 0,001% eventually donate.
Mainly because the government maintains an “opt-in” system that requires explicit consent, while failing to pass reforms and implement a national organ donor register. Leaving final decision makers, family members, unaware of their loved one’s will.
Yet, all it takes to “opt-in” is carrying proof of consent - whatever its form. 1 in 4 Germans are inked.
IDEA
#OPTINK is a free tattoo to become an organ donor, a statement and legitimate proof of will for final decision-makers: relatives.
We exploited a culturally relevant behavior to transform a topic often swept under the rug into a significant conversation-starter, turning tattoo artists and new organ donors into permanent advocates for the cause.
We harnessed the power of bragging rights, leveraging the sharability of tattoos, all while turning social media into the unofficial national organ donor database.
DESIGN
Half a circle receives another half to become whole, symbolising the gift of life that is organ donation.
Designed by acclaimed artist Gara and medical professionals to be unmissable, universal, modular and scalable.
The minimalistic geometric shapes form the letters “O” and “D” for Organ Donor.
QUANTITATIVE RESULTS
In less than one year, #OPTINK has gathered nationwide results:
+650 tattoo studios converted into organ donor recruitment centers
+7500 tattoos
+52500 potential lives saved (1 donor = 7 organs = 7 lives saved)
Endorsed by A-List German celebrities
+3 Billion free impressions, with primetime coverage on TV and major press nationwide
Shared by top-tier medical entities and pharma brands
Donations and funding increased 150%
Pop culture phenomenon: featured in “Who Wants To Be a Millionaire?”, The Sims and apparel stores
QUALITATIVE RESULTS
MAKING ORGAN DONATION ACCESSIBLE: a way to record your decision in a system that offers none, directly informing decision-makers with valid proof of will
TATTOO THAT’S DOCTOR RECOMMENDED: recognised by top-tier healthcare organisations
LIVING BILLBOARDS: all donors carry #OPTINK’s message forever
SYMBOL FOR ORGAN DONATION: part of German Pop Culture, inspiring fashion, art, even ‘The Sims’ avatars
Despite Germany’s advanced healthcare system, every day 3 people die awaiting an organ transplant.
While 84% of Germans support organ donation, only 0,001% eventually donate.
Mainly because the government maintains an “opt-in” system that requires explicit consent, while failing to pass reforms and implement a national organ donor register. Leaving final decision makers, family members, unaware of their loved one’s will.
Yet, all it takes to “opt-in” is carrying proof of consent - whatever its form. 1 in 4 Germans are inked.
IDEA
#OPTINK is a free tattoo to become an organ donor, a statement and legitimate proof of will for final decision-makers: relatives.
We exploited a culturally relevant behavior to transform a topic often swept under the rug into a significant conversation-starter, turning tattoo artists and new organ donors into permanent advocates for the cause.
We harnessed the power of bragging rights, leveraging the sharability of tattoos, all while turning social media into the unofficial national organ donor database.
DESIGN
Half a circle receives another half to become whole, symbolising the gift of life that is organ donation.
Designed by acclaimed artist Gara and medical professionals to be unmissable, universal, modular and scalable.
The minimalistic geometric shapes form the letters “O” and “D” for Organ Donor.
QUANTITATIVE RESULTS
In less than one year, #OPTINK has gathered nationwide results:
+650 tattoo studios converted into organ donor recruitment centers
+7500 tattoos
+52500 potential lives saved (1 donor = 7 organs = 7 lives saved)
Endorsed by A-List German celebrities
+3 Billion free impressions, with primetime coverage on TV and major press nationwide
Shared by top-tier medical entities and pharma brands
Donations and funding increased 150%
Pop culture phenomenon: featured in “Who Wants To Be a Millionaire?”, The Sims and apparel stores
QUALITATIVE RESULTS
MAKING ORGAN DONATION ACCESSIBLE: a way to record your decision in a system that offers none, directly informing decision-makers with valid proof of will
TATTOO THAT’S DOCTOR RECOMMENDED: recognised by top-tier healthcare organisations
LIVING BILLBOARDS: all donors carry #OPTINK’s message forever
SYMBOL FOR ORGAN DONATION: part of German Pop Culture, inspiring fashion, art, even ‘The Sims’ avatars
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
McCann Paris / Neuilly-sur-Seine
McCann Germany / Frankfurt
PR / Marketing Agency
Weber Shandwick / Berlin
Art Director
Gonçalo Gameiro
Associate Creative Director
Guto Kono
Chief Creative Officer
Adrian Botan
Goetz Ulmer
Julien Calot
Copywriter
Gabriel Abrucio
Creative Director
Farah El Feghali
Mateo Fernandez
Bjoern Seib
Executive Creative Director
Cedric Astrella
Photographer
Dirk Laessig
Producer
Sabine Schmalenbach
Cinematography
Ian Scheer
Senior Copywriter
Schakir Islamow
Account Director
Hajar El Kalaji
Jan Wilhelm
Account Director, Client Experience Digital
Dominik Hennes
CEO
Ilan Schaefer
Chief Communications & Culture Officer
Petra Strobl
Chief Project Manager Digital
Justine Maroux
Co-Founder
Anna Barbara Sum
Claudia Kotter
Nicolas Hofer
Creative Excellence Manager
Alexandra Znaty
Connie Bedenk
Creative Support
Donovan Bryan
Pedro Americo
Digital Project Director
Duc-Huy Tran
Emergency, Aesthetic & Army Doctor Spokesperson & Medical Staff Trainer
Sophia Wilk-Vollman
Global Lead, Director of Product Excellence
Carmen Bistrian
Group Experience Director
Darren Jones
Grouphead Web Development
Carsten Schneider
Head of Digital
Pierre-Jean Bernard
Head of Print Production
Oliver Hugo
Interactive Designer
Launde Morel
Junior Account Manager
Constantin Muehlenhaupt
Lead Front-End Developer
Chris Taylor
Motion
Etienne Philippe
PR & Communications Manager
Alice Reindlová
President
Charlotte Franceries
Senior Manager Media Relations
Julia Suedholter
Senior Manager, Business Development & Marketing
Susan Kobs
Software Engineer
Keith Charlton
Tattoo artist
Monkey Ink Tattoo Studio
Million Arts Tattoo
Mosquito Tattoo & Piercing
Sin City Ink München
Yakuza Tattoo
Gara Gara
Silvia Blustorm Lampreda
Simone Klimmeck
Technical Director
Behzad Noroozi
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