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
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Experiential / Events & Competitions
Annual ID
OS_CP18002B
About the Work
We used one of Brazilians’ favorite events, soccer, to advertise Walmart offers. We transformed the jersey numbers of Fluminense FC players into prices. To reach the entire region, we integrated the idea with various media outlets. As games were broadcast live, Walmart prices appeared on TV for 90 minutes during each game. We established partnerships with local radio stations to ensure announcers gave game commentaries using the prices. At stores in the region, fans found Fluminense jerseys next to products, displaying item prices in place of traditional offer signs. We also sent jerseys to influential journalists such as Milton Neves and Mauro Betting, and to Brazilian National Team players such as Olympic champion Luan. This generated spontaneous visibility for the campaign on social media.
2018 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
DM9 DDB / Sao Paulo
Art Director
Luiz Ramón
Matheus Rosa
Felipe Gregório
Chief Creative Officer
Aricio Fortes
Creative Director
João Mostério
Carlos Schleder
Adriano Alarcon
Executive Creative Director
Paulo Coelho
Producer
Ricardo Polmon
Writer
Felipe Choi
Related Awards
