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Category
Newspaper / Series
Annual ID
OS25_PT028M
Background
Change the Ref’s (CTR) goal is to promote better gun safety laws in the U.S., using provocative advertising techniques.
Creative Idea
As the U.S. was facing a critical election year, the brand wanted to leverage heightened public awareness to call out some of the most well-known offenders who oppose proper gun safety measures. The campaign would target papers in traditionally conservative states with higher gun violence rates in order to have the highest chance or impact.
Acknowledging the overwhelming press coverage of gun violence in the U.S., CTR gathered published images of politicians posing with assault rifles and holding them as if they were shooting. They were then placed next to other images from the same newspaper, this time of mass shootings that took place in the politicians' district during their time in office.
Acknowledging the overwhelming press coverage of gun violence in the U.S., CTR gathered published images of politicians posing with assault rifles and holding them as if they were shooting. They were then placed next to other images from the same newspaper, this time of mass shootings that took place in the politicians' district during their time in office.
Insights & Strategy
As the U.S. was facing a critical election year, the brand would be able to leverage heightened public awareness to call out some of the most well-known offenders who oppose proper gun safety measures, targeting traditionally conservative states with higher gun violence rates.
Execution
We placed the images on digital OOH display trucks to reach local communities in states that are leading the nation in mass shootings, targeting politicians who are well-known for their stances on reducing gun violence. To create a call-to-action, the images include a QR code leading to a microsite where audiences can learn about these wrong candidates and pledge not to vote for them. Next to the QR code is the copy “Voting for a candidate who is against gun violence prevention has consequences. This election, choose wisely.”
Results
Since its launch, we’ve received 30K+ pledges to not vote for the wrong candidate, while giving everyone the confidence and information to make an educated decision.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Alma DDB / Miami
Art Director
Erika Peitersen
Chief Creative Officer
Alvar Sunol
Copywriter
Raquel Chisholm
Executive Creative Director
Daniel Correa
Group Creative Director
Virgilio Flores
Consumer Connections Director
Jorge Mercado
Founder
Manuel Oliver
Patricia Oliver
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