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.
Category
Physical Product / Promotional
Annual ID
OS22_IP013M
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
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Production Company
BITT / Buenos Aires
Music / Sound Production Company
Noroeste / Buenos Aires
Punch Audio / São Paulo
Art Director
Daniel Chagas Martins
Copywriter
Daniel Oksenberg
Marcelo Pignatari
Chief Creative Officer
Luiz Sanches
Creative Director
Daniel Oksenberg
Daniel Chagas Martins
Director
Javier Lourenco
Director of Photography
Alan Badan
Editor
Carlos Eduardo da Silva
Executive Creative Director
Marcelo Nogueira
Andre Gola
Pernil
Executive Producer
Mariana Motta
Motion Designer
Caio Bananeira
Account Team
Fernanda Tedde
Tatiana Vidonscky
Aline Reis
Giovanna Pereira Rogozyk
Gisella La Madrid
Agency Producers
Vera Jacinto
Diego Villas Boas
Paula Buzzi
Murillo Moretti
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
Planning
Sergio Katz
Beatriz Scheuer
Luciana Shinoda
Nathalia Garcia
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