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Category
Experiential / Immersive / Events
Annual ID
OS25_HW038M
Background
Ever since the Columbine High School massacre in 1999, U.S. politicians have tried to blame video games for school shootings instead of enacting stricter gun control legislation that can drive real change. But several researches, including a recent Stanford study, consistently debunks any connection between video games and gun violence.
Creative Idea
The Final Exam is a video game that challenges the false narrative that video games cause gun violence by educating players on life-saving gun legislation and holding elected officials accountable to meaningful change.
Insights & Strategy
With survival games growing in popularity among the younger generation, we set out to create the most realistic and intense survival experience possible—one that reflects the harsh realities many American students face. For the first time, players can step into the shoes of defenseless students, left alone in a place that was promised to be safe.
To build this immersive experience, we’ve gathered and analyzed extensive data from schools where shootings occurred—like Columbine, Parkland, Sandy Hook, and many others. This data included average response times, the duration of incidents, the types of firearms used, the number of shots fired, and crowd movement. We transformed this information into actionable metrics and used them as inspiration to design the scenarios, game mechanics, evacuation strategies, shooter behaviors—everything to draw players into this environment.
The game uses a mix of immersive storytelling and sound design – without any graphic depictions of violence or blood – to guide players through a series of survival tactics taught in US schools, including barricading doors, hiding effectively, and controlled breathing. However, the only way to truly survive the game is to find and unlock five real-life examples of life-saving gun control legislation hidden throughout the school as checkpoints. In the end, the politicians' scapegoating of gun violence became a powerful educational tool to advocate for gun control.
To build this immersive experience, we’ve gathered and analyzed extensive data from schools where shootings occurred—like Columbine, Parkland, Sandy Hook, and many others. This data included average response times, the duration of incidents, the types of firearms used, the number of shots fired, and crowd movement. We transformed this information into actionable metrics and used them as inspiration to design the scenarios, game mechanics, evacuation strategies, shooter behaviors—everything to draw players into this environment.
The game uses a mix of immersive storytelling and sound design – without any graphic depictions of violence or blood – to guide players through a series of survival tactics taught in US schools, including barricading doors, hiding effectively, and controlled breathing. However, the only way to truly survive the game is to find and unlock five real-life examples of life-saving gun control legislation hidden throughout the school as checkpoints. In the end, the politicians' scapegoating of gun violence became a powerful educational tool to advocate for gun control.
Execution
Final Exam isn’t a mod or a DLC—it’s a game built from scratch. Over 8,000 hours went into development using Unreal Engine, with five production companies collaborating across three countries. It launced like a real video game with teasers, a 360º campaign, physical package for influencers and a premiere at TwitchCon—America’s top gaming and streaming event. Soon after, it became available for free on major gaming platforms like Steam, Itch.io, and Finalexam.us.
By collaborating with streamers, the game successfully reached players across the country and around the globe, igniting conversations and a strong demand for real change. Months after its launch, as thousands of Americans engaged with Final Exam, the focus shifted to those with the ability to create immediate impact: politicians. Change the Ref organized an exclusive event just blocks from Capitol Hill, inviting lawmakers to experience the game firsthand. Copies were personally distributed to politicians, including Maxwell Frost, the youngest member of the United States Congress.
By collaborating with streamers, the game successfully reached players across the country and around the globe, igniting conversations and a strong demand for real change. Months after its launch, as thousands of Americans engaged with Final Exam, the focus shifted to those with the ability to create immediate impact: politicians. Change the Ref organized an exclusive event just blocks from Capitol Hill, inviting lawmakers to experience the game firsthand. Copies were personally distributed to politicians, including Maxwell Frost, the youngest member of the United States Congress.
Results
Final Exam achieved an incredible 2.5 billion impressions—all with $0 spent on paid media. Gamers engaged deeply, logging over 120,000 hours of gameplay across 62 countries and exposing more than 250,000 players to life-saving legislation. The game sparked hundreds of organic live streams and is now being used as an educational tool at the University of North Carolina.Change the Ref successfully expanded the conversation beyond the need for a single policy, advocating for all five pieces of gun legislation. Both adults and young people, a new generation of voters, engaged in discussions and gained a deeper understanding of the gun control laws.The impact reached far beyond the gaming world—Final Exam was featured in hundreds of top-tier outlets, including CNN, Vice, IGN, Inverse, Gamespot, and many others, along with a full article in The New Yorker during Trump’s inauguration day. Most importantly, Change the Ref’s advocacy played a pivotal role in introducing a bill in congress to establish the first Office of Gun Violence Prevention.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Chicago
Production Company
Webcore Games
Druid Creative Gaming
Music / Sound Production Company
Flutu Music
Associate Creative Director
Victor Ferreira
Chief Creative Officer
Josh Gross
Chief Marketing Officer
Peter Loftus
Creative Director
Gabriel Barrea
Zé Baldin
Director
Flynn Drew
Global Chief Creative Officer
Chris Beresford-Hill
Motion Designer
Jean Estevão
Sound Designer
Calo Isaias
Pedro Dellatorre
Leandro Antonio
Strategy Director
Rhea Kumar
Associate Producer
Nicolle Rios
Associate Strategist
Anne Robinson
Senior Copywriter
Peter McCormick
Senior Producer
Currey Dorris
Nina Xoomsai
Account Director
Juan Roman
Account Management
Victoria Lodico
Associate Partnership
Melissa Boehme
Audio Director
Victor Hime
CEO
Jiah Choi
Claudio Lima
CGO
Bernardo Mendes
COO
Evandro Guimaraes
Creator Activation
Mitchell Greene
CSO
Bruna Pastorini
Design Lead
Victor Ferreira
Director of Creative Services
Erin Welsh
Director of Studio Production
Mitch Monzon
Editor and Motion
Fernando Vital
Executive Director
Fernando Chamis
Game Capture Director
Renan Godoy
Game Capture Specialist
Rodolfo Oliveira
Global CEO
Nancy Reyes
Head of Partnerships
Bryan Wilson
Innovation Director
Casey Campbell
Managing Director
Daale Carter
QA Tester
Amanda Vergueiro
Senior Content Producer
Natalie Pomagier
Brittany Harvel
Studio Director
Winston Petty
Tech Lead
Felipe Moreti
Technical Artist
Eduardo Paladini
UI/UX Designer
Vinicius Aleixo
Unreal Programmer
Gabriel Inoue
Leaonardo Garcia
Leonardo Martins Putini
Rui Bronze
Unreal Tech Lead
Rafael Medeiros
Video Editing
Caio Mendonca
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