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 - Film


Agency Media.Monks / Mexico City + Oriental Films / Mexico City

Client Mexican Football Federation


Online Films & Video / Long Form - Single

Annual ID


About the Work

Women's football in Mexico is increasingly recognized and the Mexican Football Federation continues to make great strides democratizing the game for all women. However, Mexican fans still have discriminatory behaviors towards the Women's National Team players. In this context on October 19th, the national day against discrimination, we launched "Mario", a film based on the story of the women’s national team’s historical top scorer Maribel Domínguez "Marigol", whom for three years of her life she pretended to be a man just to be able to play football. The film was directed by María Fernanda "Yupi" Segura, a female director with a focus on lgbtq+ and feminist narratives, as well as a great follower of Maribel Dominguez's career, which gave the story a unique realism and sensitivity. The piece is a tribute to Maribel and a message of inspiration for those girls who dream of playing soccer in the world and who triumph over discrimination every day.

2022 Awards

Total Points: 3



Production Company

Media.Monks / Mexico City
Oriental Films / Mexico City

Chief Marketing Officer

Bruno Lambertini

Creative Director

Alan Mendoza
Tona Torres

Executive Creative Director

Alexis Ospina

Head of Production

Maia Liaudat

Managing Director

Sergio Escamilla

Account Lead

Guillermo Guerrero

Content Creator

Daniela Bonilla


Ignacio Liaudat

Founder & Partner

Mauricio Clavijo

Head of Accounts

María Ferreriro

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