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 - Interactive, Online & Mobile

Face of Carnival

Agency sunsetDDB / São Paulo + AB InBev / São Paulo

Client AB InBev / AMBEV



Annual ID


About the Work

BACKGROUND With Brazil ravaged by the coronavirus pandemic - the country has the second highest number of Covid deaths in the world - carnival, like so many other things, had to be put on hold. The cancellation amid a resurgence of COVID-19 meant that street vendors, the faces of Carnival, would miss out on what for many is the biggest payday of the year. IDEA To help street vendors that wouldn't have carnival to sell products and to provide for their families, Ambev created a digital platform that allowed these hawkers to sell online to anywhere without leaving their homes. By simply transforming them into unique humanized QR Codes, which basically were personal stores inside of the biggest e-commerce beverage app in Brazil. Each confirmed order was converted into money for the street vendors, resulting in a big social media movement to help them. STRATEGY To make it possible for these street vendors to sell their products all around the country without leaving their homes, Ambev partnered with the biggest ecommerce beverages app in Brazil, Zé Delivery. Each street vendor QR code directed consumers to their personal stores inside of the app and people could order from anywhere. To help to spread these codes, Ambev used the power of its media and promoted the QR codes of the faces of carnival in OOH, lives of the biggest artists and even projected them in the places they used to work on previous carnivals. DESCRIBE THE EXECUTION The campaign was launched to communicate the creation of Ambev’s digital platform that would help street vendors to sell products online, since carnival was canceled. After this promotion, Ambev registered more than 20k street vendors on its platform and transformed them into unique humanized QR Codes that could be shared anywhere in social media. Once scanned, these QR Codes directed consumers to the biggest ecommerce beverages app in Brazil where each confirmed order was converted into money for the vendors.

2022 Awards

Total Points: 3




sunsetDDB / São Paulo

Client / Brand

AB InBev / São Paulo

Art Director

Felipe Revite


Filipe Rosado

Chief Creative Officer

Sergio Mugnaini

Executive Producer

Tais Caetano
Fatima Latorre

Social Media Manager

Fabio Machado
Gabriela Campagnucci

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