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.

2022 One Show - Creative Effectiveness


Agency GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo

Client Mercado Livre (Ebazar)


Single Country or Region / CSR

Annual ID


About the Work

Kisses are part of pop culture. But if you notice 99% of history’s most famous kisses tell pretty much the same story: hetero cis couples. And if life imitates art, no wonder in many countries LGBTQ+ people are not only not embraced as part of society, but are a target of violence, and even murder. Mercado Libre - the biggest e-commerce in latin america and official sponsor of São Paulo Pride Parade - decided to use its continental reach to help normalize all kinds of love. And to do so, it recreated iconic hetero cis kisses using real life couples from the LGBTQ+ community.

2022 Awards

Total Points: 3




GUT / São Paulo

Production Company

Saigon Filmes / São Paulo

Music / Sound Production Company

LOUD + / São Paulo

Creative Director

Tiago Abreu
Linus Oura



Director of Photography

Pierre Kerchove

Executive Creative Director

Bruno Brux

Executive Producer

Carol Pessini
Marcelo Altschuler

Motion Designer

Breithner Monteiro


Rodrigo Maltchique


Luciane Nuvolara

Account Executive

Karin Diniz
Rafael Costa
Mateus Carvalho
Fernanda Gomes


Lucas Adam
Mellina Fontoura
Paula Perego
Julia Mota

Head of Production

Mariane Goebel

Managing Director

Valéria Barone


Caio Melo
Douglas Silveira
Jayane Lopes
Laura Cardeal

Post Production Coordinator

Virgini Fares

Senior Producer

Thaís Schroder

Strategy Director

Diana Lopes


Giovanna Moretto

Assistant Director

Luciana Camargo
Flavio Lanfredi

Assistant Photographer

Gustavo Uehara

CCO & Partner

Joaquin Cubria

Client Approval

Filipe de Figueiredo Oliveira
Laura Motta
Marcela Gimenez
Nathalia Cavalcante Teixeira
Thais Nicolau
Louise Mckerrow


Sergio Pasqualino


Magu Marioto

Final Art

Fabio Abreu
NASH Production

Global CSO

Fernando Ribeiro

Head of Media & Data

Guilherme Cavalcante

Head of Strategy

Amanda Agostini

Musical Direction

Gustavo Garbato

Production Coordinator

Haiane Basilio
Jucilene Almeida
Katiucia Soares

Production Director

Reinaldo Faria

Regional Account Director

Raphaela Guillen


Alt Retouch

Social Strategy

Bruce Vital

Social Strategy Director

Douglas Coelho


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