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.

2026 One Show - Print & Promotional

Fascinating

Agency The Nine / Shanghai

Client Shenzhen Tourism Bureau, China
BACK TO RESULTS

Annual ID

OS26_PT018B

Background

Shenzhen, China's most vibrant and international hub for innovation, stands as one of the most important cities in the country. The Shenzhen Tourism Bureau aims to attract more global tourists to experience the "Fascinating" charm of Shenzhen through a series of print photography.

Creative Idea

We delved into Shenzhen's architectural wonders, innovative technology, mountain and sea leisure, historical culture, and explored a journey of " Fascinating". Our series of print material designs are presented using postmodern photography, capturing moments of architecture and people based on the concept of "Fascinating". It showcases the blend of modernity and tradition in Shenzhen, integrating natural beauty with futurism, and presenting the city's technology and poetry.

Insights & Strategy

Shenzhen, the forefront of China's reform and opening-up, is home to numerous high-tech brands such as Huawei, BYD Auto, and Tencent, full of miracles and future. We delved into Shenzhen's architectural wonders, innovative technology, mountain and sea leisure, historical culture, and explored a journey of " Fascinating". Therefore, we decided to use "Fascinating" to express the incredible and wonderful feelings that Shenzhen brings us, and to describe this complex and charming, contradictory and unified city.

Execution

We use the minimalism of post-modern photography, the geometric composition design captures the moment of architecture and people. In the bay of Shenzhen Astronomical Observatory, a piano is suspended by a hot air balloon, with an aerial pianist playing a solo for the sea; at MixC World, a Cantonese opera star dressed in ancient attire gazes at a huge statue; at Shenzhen Museum, an astronaut rides a Time Capsule Elevator, shuttling through elevator tracks shaped like piano keys; at Wutong Mountain National Park, male and female Wing Chun martial artists start their moves like still water, engaging in a whirlwind-like duel amidst ancient trees, pavilions, and towers; at the Ming Dynasty Dapeng Fortress, nine acrobats use their bodies as drumsticks to beat a giant drum with a diameter of 18 meters; at the Shenzhen Museum of Contemporary Art and Urban Planning, a calligraphy artist uses a robotic arm to integrate human and machine, painting with ink in the air; at Marisfrolg Pavilion, the Shenzhen Fashion Model Team steps on the spiral T-stage; at South China Sea Beach, an astronaut rides a white horse standing at the center of the circle, while BYD Auto speeds around, stirring up gusts of sand; at Shekou Cruise Center, a group of ballet girls tie their shoelaces in the ship's cabin, resembling Edgar Degas's oil paintings, ect. We have extended this series of brand photography to media such as poster, postcard and Record cover, brochure, and more.

Results

This print material has garnered over 60 million impressions.
It has attracted tens of thousands of people from all over the world to experience the "Fascinating" Shenzhen.