The One Show
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Category
Commerce
Annual ID
OS25_BE062M
Background
Michael Stücke, the owner of Schäferei Stücke in northwestern Germany, faces unique challenges. Falling wool prices, escalating costs, and stringent regulations have rendered sheep farming increasingly unprofitable. Once a cornerstone of rural life, wool is now so undervalued that much of it is discarded. Furthermore, farming is often perceived as outdated and conservative. As an openly gay farmer and member of the Gay Farmers Association, Michael encounters additional prejudice, both as a farmer and within the LGBTQ+ community.
Queer rights remain a critical global issue, yet progress is increasingly hindered by rising discrimination. In Germany, hate crimes against LGBTQ+ individuals have surged by 36%, and in 62 countries, same-sex relationships are still outlawed, with 12 imposing the death penalty. While society often stigmatizes these relationships, same-sex behaviour is observed in over 1,500 species. Berlin Zoo’s gay pelican pair, who successfully raised an abandoned chick, exemplifies this natural phenomenon, underscoring that same-sex love is inherent to life.
This natural diversity extends even to sheep, as Michael revealed: sheep, like humans, can be gay. However, non-breeding sheep are typically slaughtered, an ethical and economic issue that inspired us to act. Recognizing the opportunity to challenge societal prejudices and create meaningful change, we set out to establish a new revenue stream for Sheep Farm Stücke while advocating for gay sheep and supporting the broader LGBTQ+ community.
Queer rights remain a critical global issue, yet progress is increasingly hindered by rising discrimination. In Germany, hate crimes against LGBTQ+ individuals have surged by 36%, and in 62 countries, same-sex relationships are still outlawed, with 12 imposing the death penalty. While society often stigmatizes these relationships, same-sex behaviour is observed in over 1,500 species. Berlin Zoo’s gay pelican pair, who successfully raised an abandoned chick, exemplifies this natural phenomenon, underscoring that same-sex love is inherent to life.
This natural diversity extends even to sheep, as Michael revealed: sheep, like humans, can be gay. However, non-breeding sheep are typically slaughtered, an ethical and economic issue that inspired us to act. Recognizing the opportunity to challenge societal prejudices and create meaningful change, we set out to establish a new revenue stream for Sheep Farm Stücke while advocating for gay sheep and supporting the broader LGBTQ+ community.
Creative Idea
Rainbow Wool—the first gay textile thread for queer rights worldwide. Using wool from gay rams, a fashion collection was launched with German queer icon Bill Kaulitz, creating a new revenue stream for the farm, saving gay rams, and supporting LGBTQ+ causes. All profits fund global queer rights charities.
Insights & Strategy
The insight that same-sex behaviour occurs naturally in over 1,500 species, including sheep, served as a foundational element for our strategy. Michael Stücke’s revelation that 1 in 12 sheep is gay—and that non-breeding sheep are often slaughtered—highlighted an ethical issue with significant potential for advocacy. This insight, paired with the growing global demand for sustainable and ethically produced goods, particularly in Germany, led to the creation of Rainbow Wool.
Rainbow Wool leverages a culturally significant moment where diversity, sustainability, and fairness are at the forefront of consumer values. The thread not only transforms a low-value byproduct into a high-value commodity but also serves as a platform for challenging societal prejudices and promoting queer rights. By saving gay sheep from slaughter, the initiative emphasizes the natural diversity within species while providing financial support to LGBTQ+ advocacy groups such as LSVD+.
The strategy was to create a product that merges purpose and profit, connecting with consumers emotionally and ethically. Rainbow Wool was positioned as a bridge between fashion and activism, embodying values of inclusion, sustainability, and respect for life’s natural diversity. The messaging highlights the parallels between human and animal queer rights, fostering empathy and sparking conversation. By embedding these values into every thread, Rainbow Wool provided both a sustainable revenue stream for farmers like Michael and a powerful platform for queer advocacy.
Rainbow Wool leverages a culturally significant moment where diversity, sustainability, and fairness are at the forefront of consumer values. The thread not only transforms a low-value byproduct into a high-value commodity but also serves as a platform for challenging societal prejudices and promoting queer rights. By saving gay sheep from slaughter, the initiative emphasizes the natural diversity within species while providing financial support to LGBTQ+ advocacy groups such as LSVD+.
The strategy was to create a product that merges purpose and profit, connecting with consumers emotionally and ethically. Rainbow Wool was positioned as a bridge between fashion and activism, embodying values of inclusion, sustainability, and respect for life’s natural diversity. The messaging highlights the parallels between human and animal queer rights, fostering empathy and sparking conversation. By embedding these values into every thread, Rainbow Wool provided both a sustainable revenue stream for farmers like Michael and a powerful platform for queer advocacy.
Execution
Gay rams were sourced, purchased, and relocated to Sheep Farm Stücke, a safe space where they can live, love, and grow their wool. This wool is transformed into high-quality thread, crafted into unique fashion pieces, and promoted through social media, fashion magazines, OOH campaigns, and activations across Germany. To launch the initiative, we invited press and influencers to the farm to meet the sheep and experience the story firsthand. The event was headlined by one of Germany’s most iconic celebrities—queer icon and Tokio Hotel frontman Bill Kaulitz—who lent his voice to amplify our message and activate his highly engaged audience.
We extended the campaign to Cologne’s famous gay district, on Schaafenstrasse (aptly translating to "sheep street"). Partnering with local shops and bars, we introduced a creative sponsorship program where each establishment adopted and promoted a different gay sheep in their storefront windows. At the heart of Schaafenstrasse, we installed a giant interactive mural on the front of a building, which not only highlighted the project but also launched the world’s first gay animal sponsorship program, capturing the public’s imagination and sparking meaningful conversations.
The project caught the attention of Grazia, one of Europe’s leading fashion magazines, which offered us a coveted front cover and a five-page feature. To elevate the fashion element, renowned designers Kilian Kerner and Danny Reinke created a bespoke haute couture jumpsuit for Bill Kaulitz, who modelled it on the farm among the sheep. Bill embraced the project passionately, reflecting his advocacy for equality and the LGBTQ+ community. His audience—comprising liberal-minded, animal-loving supporters of queer rights—proved to be the perfect fit for this initiative, helping to bridge the worlds of fashion, activism, and sustainability while driving the message of acceptance and inclusion further than ever before.
We extended the campaign to Cologne’s famous gay district, on Schaafenstrasse (aptly translating to "sheep street"). Partnering with local shops and bars, we introduced a creative sponsorship program where each establishment adopted and promoted a different gay sheep in their storefront windows. At the heart of Schaafenstrasse, we installed a giant interactive mural on the front of a building, which not only highlighted the project but also launched the world’s first gay animal sponsorship program, capturing the public’s imagination and sparking meaningful conversations.
The project caught the attention of Grazia, one of Europe’s leading fashion magazines, which offered us a coveted front cover and a five-page feature. To elevate the fashion element, renowned designers Kilian Kerner and Danny Reinke created a bespoke haute couture jumpsuit for Bill Kaulitz, who modelled it on the farm among the sheep. Bill embraced the project passionately, reflecting his advocacy for equality and the LGBTQ+ community. His audience—comprising liberal-minded, animal-loving supporters of queer rights—proved to be the perfect fit for this initiative, helping to bridge the worlds of fashion, activism, and sustainability while driving the message of acceptance and inclusion further than ever before.
Results
Rainbow Wool became an instant sensation, achieving 1.3B impressions and €20M in earned media. Its unique story of saving gay sheep for queer rights reached 33 countries, including places where being gay is illegal, like Russia and Uganda. The campaign dominated TV, podcasts, radio, fashion publications and social media, generating €3.5M in influencer-earned media, 1.1M social engagements and 1.3M web visits—all from just €20K in paid media. The project is projected to generate €1.6M in revenue by Q3 2025 through thread sales and 21,200 products across 25 SKUs, retailing at an average of €68.50. Starting with 125kg of raw wool valued at €2.5K, we increased its value to €151.5K and sold out for 2024, achieving an ROI of 1,212%. Thanks to branded Pride collabs, thread production is pre-sold for the next 5 years, creating a sustainable revenue stream for Michael for years to come. Fun fact: Rainbow Wool has inspired a meme coin, a Roblox game, and will feature on a Netflix reality show in 2025.
2025 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Design Firm
Hey Studio / Barcelona
Digital Agency
Plan.net Group
Media Agency
Mediaplus Group
Production Company
Peoplegrapher
Music / Sound Production Company
Supreme Music
Art Director
Camille Nizet
Tanvi Phalak
Rohil Borole
Kai West Schlosser
Marius Merkel
Daniel Azar
Rosario Brancato
Chief Creative Officer
Till Diestel
Maximilian Florian Schöngen
Creative Director
Sebastian Simon
Ingo Nahrwold
Dennis Fritz
Andreas Schimmelpfennig
Director
Lukas Tielke
Director of Photography
Niklas Lemburg
Executive Creative Director
Emilio Valverde
Lorenz Langgartner
Franz Röppischer
Artist
Imanuel Scheiko
Global Chief Creative Officer
Alexander Schill
Motion Designer
Laia Ferran
Michal Kusmierz
Margarita Nikolajeva
Klas Batschkus
Stefanie Fritzel
Michael Diepold
Jennifer Schulz
Bennet Meyer
Photographer
Steve Marais
Kyla Elaine
Producer
Sina Lübke
Executive Producer
Jack Gregory Donald
Social Strategy
Joana Tsesmelès
Account Management
Lilli Schmitz
Account Management Digital
Angelina Stramka
AI Artist
Jacob Fletcher
Art Dept
Emily Metzger
Assistant Camera
Clemens Florack
Darius Buesch
B-Unit DOP
Stefan Schneiker
BTS
Daniel Morres
CGI Artist
Fabio Ziplies
Channel & Community Management
Jana Gerlach
Coding
Studio Farbraum
Concept & Art Direction
Ármin Ludl
Consultant
Renato Lopes
Juan Christmann
Creative Coding
Ioannnis Mihailidis
Creative Director & Co-Founder
Andreas Schanzenbach
Creative Director & Dircector Production
Alexander Norek
Creative Lead
Janette Gerryts
Creative Operations Manager
Susan Horn
Customer Success Manager
Alina Helbig
Developer
Chris Schrut
Digi Op
Hilarius Riese
Digital Media Manager & Designer
Sarah Wilson
Director Creative Media & Awards
Sabrina Duchow
E-Commerce & Fulfilment Agency
IDEAL ALPHA / Berlin
Farm
Michael Stücke
Jochen Klinge
Farmer
Schäferei Stücke
Founder & Creative Directress
Verònica Fuerte
Frontend & Design
Jonah Stefanovic
Gaffer
Yannick Frotz
Lars Elliger
Christopher Rüttger
Theo Weingarten
Global Head of Creative Operations
Sabine Gwinner
Hair
Patrick Gorra
Hair & Make up
Kita Liema
Head of Production SOOH
Shirzad Faramarzi
Influencer Management
Rieke Nedderhoff
Junior Creative Operations Manager
Alexandra Grimm
Lead Corporate Communications
Birgit Koch
LED Screen production agency
Elastique.
Make up
Natalie Franz
Manager Creative Media & Awards
Daniela Ibler
Managing Director
Andre Wagemann
Eric Fischer
Andy Wyeth
Anna Lee Sønnichsen
Managing Partner
Alexander Nagel
Merch Production
Textilmacher München
Online Artist
Justus Heinser
OOH Senior Producer
Martin Schmidt
Philipp Brückner
OOH-Agency
Concrete Candy
Paid Social
Sarah Sponsheimer
Partner Manager
Markus Merkwirth-Timm
Jan Ahlers
Performance Strategy
Daniel Hoffmann
Photo Postproduction
Blink Imaging
Post-Producer
Regina Calix
Print Production
Melanie Dienmann
Stefan Kriznjak
Product Owner
Bastian Falldorf
Production Assistant
Caio Salles Ackermann
Production Manager & Post Producer
Rosa Bartels
Project Management
Liz Hageman
Larissa Kyrion
Project Manager
Clàudia Laporte
Senior Account Management
Isabella Capodieci
Senior Client Consultant & Director Creative Media
Lukas Pachoinig
Senior Media Consultant & Creative Media Manager
Fabian Steiner
Social Content Production
Lennart Schinke
Social Media & Influencer Relations
Tacsy
Sound
Daria Somesan
Strategy Director / Project Lead Account Management
Nadia Leytes
Styling
Annoula Petrides
Talent
Bill Kaulitz
Tech Lead
Frank Richter
Unit Director
Sven Holldorf
Lukas Miggo
Unit manager
Rebekka Zehner
UX und Visual Design
Kim Zeyen
Erma Franca
Mona Wilms
Rebekka Fleischer
UX, Visual Design, QA-Audit
Jenny Phaka
Visual Design
Esther van Ammel
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