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
Creative Effectiveness / Consumer / Brand
Annual ID
OS23_CE014M
About the Work
Brazil is the 3rd largest user of social media in the world. Among the Brazilians, 71% follow an influencer online. The result of this behavior is also true to retail, in the sense that 70.7% have bought a product influenced by a creator. In January 2021, Lu from Magalu, was already well known and had millions of followers but Magalu, Brazil’s biggest retailer, understood that accelerating Lu’s influencing potential and consolidating her as a creator would bring more revenue to the business and brand awareness.
Then we started growing her from virtual assistant to tech expert, activist, and model, a real modern influencer. Lu was always where Magalu needed to connect with its consumers, to sell or build brand.
Magalu began accelerating Lu's career in 2021 by creating custom projects with the biggest social media and TV channels, global brands and famous artists. Lu starred in music videos with Spotify’s #1, Anitta and the global famous DJ Alok and all clothes and accessories featured in the videos were sold out on Magalu’s app.
She made live performances in reality shows, and in the Brazilian version of “Strictly Come Dancing” at Globo TV, the biggest in Latin America. She created a Tik Tok profile and surpassed 1Bn views. She commentated on a live soccer streaming. She was hired and co-created with global brands like Apple, McDonald’s and was the first virtual character to be featured as a Red Bull official caricature. She was featured on Vogue Magazine’s cover and became a fashion icon. Lu also promoted women’s, LGBTQIA+ and racial causes.
As a result, in 2022, she became the world's biggest virtual influencer, with over 30 million followers, increasing Magalu's brand awareness and income.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Brasil / Sao Paulo
Internal / In-House Agency
Magalu Content Studio Team / São Paulo
Client / Brand
Magazine Luiza / São Paulo
Production Company
OAK Filmes / Ribeirão Preto
Alok Production / São Paulo
Sentimental Filme / São Paulo
Vogue Brasil / São Paulo
Music / Sound Production Company
Comando S Áudio Produções / São Paulo
Chief Creative Officer
Félix del Valle - Ogilvy Brasil
Sergio Mugnaini - Ogilvy Brasil
Executive Creative Director
Daniel Schiavon - Ogilvy Brasil
Samir Mesquita - Ogilvy Brasil
Executive Producer
Marcos Araujo - Sentimental Filme
Sergio Rezende - Comando S Áudio Produções
Account Director
Larissa Ferrari - Ogilvy Brasil
Tatiana Moliterno - Ogilvy Brasil
Associate Creative Director
Breno Rodrigues - Ogilvy Brasil
Pedro Gouveia - Ogilvy Brasil
Chief Executive Officer
Frederico Trajano - Magazine Luiza
Additional Company
DPZ&T / São Paulo
Rede Globo / São Paulo
Alok Production Team
Alok Production Team
Content Strategist Lead
Aline Izo - Magazine Luiza
Content, Social & Influencer Marketing Manager
Pedro Alvim - Magazine Luiza
DPZT Team
Dpzt Team
HEAD OF ART
Ricardo Leme Lopes - Ogilvy Brasil
Head of Operations
Daniela Paris - Ogilvy Brasil
Media Director
Leonardo Moraes - Ogilvy Brasil
Media Manager
Adriana Reimão - Ogilvy Brasil
OAK Fimes Team
Oak Fimes Team
Operations Director
Tania Garcia - - Ogilvy Brasil
Planning director
Isadora Prado
public relations
Ana Herzog - Magazine Luiza
Rede Globo Team
Rede Globo Team
Social Media Lead
Luiz Carlos Lima - Magazine Luiza
Vogue Team
Vogue Team
Voice Over Lu
Adriana Chagas Fiali Teixeira - Magazine Luiza
VP Finance
Marcia Rodrigues - - Ogilvy Brasil
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