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 - Health & Wellness

Quaker Qrece

Agency AlmapBBDO / São Paulo + BITT / Buenos Aires + Noroeste / Buenos Aires

Client Pepsico



Annual ID


About the Work

There are 4.8 million children under five years old suffering from malnutrition in Latin America. To change their lives, Quaker decided to help. Not with an advertising campaign. But with a cookie. Using all its nutritional expertise, Quaker developed a food supplement in the form of a cookie that's rich in oats and other essential nutrients. From this cookie, the Quaker Qrece Program was born. In partnership with CARE, the food supplement were taken to dozens of communities, also providing individual follow up to the kids and educational content to the families. To engage with people, an animated universe based on ethnic and cultural references was created, in which the children found themselves represented in a fairy tale about a little girl facing the challenges of malnutrition. The results were amazing, with $171 million in earned media and 100% coverage. Today, the program is already helping more than 10,000 children in Guatemala and Mexico, with plans to expand to Brazil and Chile in the next few years, and to reach 50 million people by 2030. And it all started with a delicious oatmeal cookie.

2022 Awards

Total Points: 3




AlmapBBDO / Sao Paulo

Production Company

BITT / Buenos Aires

Music / Sound Production Company

Noroeste / Buenos Aires
Punch Audio / São Paulo

Art Director

Daniel Chagas Martins

Chief Creative Officer

Luiz Sanches


Javier Lourenco

Director of Photography

Alan Badan

Executive Creative Director

Marcelo Nogueira
Andre Gola

Executive Producer

Mariana Motta

Motion Designer

Caio Bananeira

Account Team

Fernanda Tedde
Tatiana Vidonscky
Aline Reis
Giovanna Pereira Rogozyk
Gisella La Madrid

Agency Producers

Diego Villas Boas
Murillo Moretti
Paula Buzzi
Vera Jacinto

Art Director of Film

Emilia Perez Quinteros

Client Approval

Ricardo Pimenta
Daniela Cachich
Rosalina Tornel
Luiz Rizzo
Omar Haua
Daniela Diaz
Micaela Leon
Cristina Mendez

Director of VFX

Franco Bittolo
Cristian Morales
Marcos Ferrari


Sergio Katz
Beatriz Scheuer
Luciana Shinoda
Nathalia Garcia

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