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.
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
Websites / Ecommerce
Annual ID
OS_IN21_003G
About the Work
We were approached by Colombia con Memoria Foundation to bring awareness to their cause and to increase donations to keep helping with orientation and aid for legal fees to the more than 10.000 families whose lives were damaged by narco-trafficking.
On the anniversary of one of the iconic terrorist attacks of Pablo Escobar, we launched Narcostore worldwide, an official e-commerce with more than 200 specially designed products inspired by Pablo Escobar and the Colombian Cartels, but it worked as a decoy. When people tried to buy them, they were confronted with the reality behind narco-pride: testimonies of the families of victims in drug-trafficking.
We launched the e-Commerce with an OLV spot and accounts on Instagram, Facebook, and Twitter.
On the first day, we had 46 million impressions, more than 230.000 new users from 163 countries, with a bounce rate of 39%. And more importantly, a 200% increase in foreign donations.
The campaign lasted a week on Social Media, but the e-commerce page is still available and still gets organics visits from all over the world. Increasing the average time spent on it to 18 min.
On the anniversary of one of the iconic terrorist attacks of Pablo Escobar, we launched Narcostore worldwide, an official e-commerce with more than 200 specially designed products inspired by Pablo Escobar and the Colombian Cartels, but it worked as a decoy. When people tried to buy them, they were confronted with the reality behind narco-pride: testimonies of the families of victims in drug-trafficking.
We launched the e-Commerce with an OLV spot and accounts on Instagram, Facebook, and Twitter.
On the first day, we had 46 million impressions, more than 230.000 new users from 163 countries, with a bounce rate of 39%. And more importantly, a 200% increase in foreign donations.
The campaign lasted a week on Social Media, but the e-commerce page is still available and still gets organics visits from all over the world. Increasing the average time spent on it to 18 min.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy Colombia / Bogotá
PR / Marketing Agency
Goldfish / Bogotá
Production Company
Akira Films / Bogotá
Music / Sound Production Company
Laika / Bogotá
Art Director
Julian Barrera
Santiago Barreto
Chief Creative Officer
Juan Pablo Alvarez
Group Creative Director
Inés De Ninnis
Julian Barrera
Director
Juan Rueda
Executive Creative Director
Camilo Ruano
Julio Herazo
Executive Producer
Fernando Colorado
Gala Vence
Nicolás Fernandez
Rosario Carvajal
Sebastian Pita
Photographer
Mauricio Cifuentes
Producer
Sara Beltrán
Programmer
Mateo García
Sound Designer
Julián Rodriguez
Writer
Inés De Ninnis
Jaime Jimenez
Account Director
Nicolás Llano
Related Awards
