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
TV, VOD, & Online / 61-90 Seconds - Series
Annual ID
OS25_FI009S
Background
Situation: Reporters Without Borders Germany wanted to mark their 30th anniversary with a campaign that celebrates their dedication to holding accountable those who oppose democracy and the free press. In a year when democracy faces its toughest challenge in history, with over half of the world’s population heading to the polls, we joined forces to send a warning: “Trust the free press. Not pretty words.”
Creative Idea
With over 80 countries holding elections and an estimated 4 billion voters heading to the polls, 2024 is the biggest electoral year in history - a pivotal moment for democracy worldwide. While some countries may gain more freedom, others face the risk of losing it. As Reporters Without Borders Germany celebrates its 30th year anniversary, we want to remind everyone that the free press is vital to keep democracy and human rights alive. In historical moments like these, it's especially important to keep a close eye on autocrats disguised as democrats, watch out for their pretty words and trust the free press instead.
Insights & Strategy
In today's world, dictators often exploit democracy to seize control, using populism and persuasive language to win over the public. With extremist groups gaining influence in politics, democracy is facing its toughest challenge yet in 2024. To safeguard democracy and human rights, the free press stands as our strongest ally.
Execution
Brief: how can we remind people that democracy, in its most challenging year ever, is fragile and cannot be taken for granted?
Objectives:
- Create awareness about how the free press is a crucial part of any democracy.
- Remind people to not fall for pretty words from politicians.
- Gather donations for Reporters Without Borders Germany during its 30th year anniversary.
Objectives:
- Create awareness about how the free press is a crucial part of any democracy.
- Remind people to not fall for pretty words from politicians.
- Gather donations for Reporters Without Borders Germany during its 30th year anniversary.
Results
The prints kicked off in Germany with a launch in newspapers. The reach expanded across Europe with the use of digital out-of-homes. A few days after the launch of the campaign, Russia banned local web access to RSF’s website.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
INNOCEAN / Berlin
PR / Marketing Agency
Persuasion Communications Ltd / London
Client / Brand
Reporters Without Borders Germany / Berlin
Production Company
Stink Berlin / Berlin
Music / Sound Production Company
Satélite Áudio / São Paulo
Studio Funk Berlin / Berlin
Art Director
Leon Celay
Martino Piccinini
Sopo Bazghadze
Director
Giordano Maestrelli
Director of Photography
Konrad Losch
Editor
Simon Klinkertz
Motion Designer
Alexander Aleksidze
Carlos Suarez
Producer
Melody Micmacher
Strategist
Ilaria Traverso Traverso
Strategy Director
Anna Nowak-Otto
CCO
Gabriel Mattar
ECD
Ricardo Wolff
Executive Producer
Moritz Merkel
Uta Wittchen
Associate Design Director
Will Cega
Colour Grading
Joseph Bicknell
Executive Producer/Partner
Fernanda Costa
Head of Art
Maso Heck
Head of Capacity Management
Paulina Gonzalez
Head of Communications
Sylvie Ahrens-Urbanek
Head of Production
Fabian Barz
Head of Stink Rising
Florian Hülbig
Managing Director
Justin Stiebel
Music Producer/Partner
Hurso Ambrifi
Public Relations Officer
Prisca Martaguet
Service Production
Metro Production Georgia
Stink São Paulo / São Paulo
Yatta Films / Porto Alegre
Sound Engineer / Audio & Music
Marius Wiechmann
Stylist
Ketevan Kalandadze
Related Awards
