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.

2023 One Show - Branded Entertainment

We are living offerings

Agency Ogilvy México / Mexico City + Iconoclast / Mexico City + Primo / Mexico City + Mathematic

Client AB InBev

Category

Craft / Art Direction

Annual ID

OS23_BE025S

About the Work

In Mexico, the Day of the Dead is more than just a holiday; it’s a tradition everyone lives by, welcoming their dearly departed ones for one day to rejoin the world of the living. Mexico perceives death as something to be cherished rather than something to be feared. So much that we consider the visit of a hummingbird as the visit of our late loved one. "Cempasuchil: We are living offerings" is a journey composed of three stories, born from the idea that we, the living, are the living memory of those who have departed. We are what they’ve sown in life; this gives us the meaning of who we are today. As these seeds were sown in the deepest part of us, their legacy will live forever. The stories with different main characters narrate the long awaited visit of the ones they love. Who have gone ahead on the road and who return driven by the wings of a small hummingbird, whose light and life allow them to return since their visit of a night remains in the heart and memory for a long time. Representing their presence in our lives, being the marigold flower, and the carrier of the of the love-seed for them.

2023 Awards

Total Points: 21

Credits

Agency

Ogilvy Mexico / Mexico City

Production Company

Iconoclast / Mexico City
Primo / Mexico City

Post Production Company

Mathematic

Copywriter

Dhillan Ramírez

Executive Producer

Rosa Arizmendi

Producer

Silvia Gomez

Planner

Itzel Elorza

Project Manager

Aymme Gómez
Montserrat Torres

Business Leader

Pilar Tronconis

CEO

Verónica Hernández

Project Manager Lead

Rocío Sandoval

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