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 - Creative Use of Data

Black Characters

Agency FCB Brasil / São Paulo + FCB Studio / São Paulo

Client Raça Magazine

Category

Social Media

Annual ID

OS23_CU032M

About the Work

In Brazil, 54% of the population is black, while 82.2% of congressmen and 84% of journalists at the biggest newspapers are white. To occupy spaces in public opinion, Raça Magazine, the largest publication on Afro Culture in Brazil, rethought the use of the most influential social network. Twitter has a limit of 280 characters. But the average characters used per tweet is 33. Which means: there are 247 characters to be occupied by a black voice. Black Characters is a collaborative tool that completes your tweet in real time, filling in the unused characters with a black reference related to the content being written. It includes 25 years of Raça’s publications and allows the black community to co-create the database by including new content.

2023 Awards

Total Points: 3

Merit

Credits

Agency

FCB Brasil / Sao Paulo

Client / Brand

Raça Magazine / São Paulo

Music / Sound Production Company

Shuffle Audio / São Paulo

Chief Creative Officer

Ricardo John

Creative Director

Luiz Filipin
Ricardo Alonso

Creative Technologist

Guilherme Okamoto
Juscelino Vieira

Editor

Matheus Melo

Executive Producer

Fernanda Geraldini

Producer

Paulo Bruno (pb)

User Experience Designer

Liandra Monteiro

User Interface Designer

Liandra Monteiro

Project Manager

Anna Strohm
Renata Reigota

Account VP

Elton Longhi

Agency In-House Production

FCB Studio / São Paulo

CEO

Mauricio Pestana

Connections Specialist

Marta Carvalho

Content Intern

Nina Sobrinho

Content Supervisor

Michele Carlos
Thea Rodrigues

CSO

Renata D'Ávila

Media Director

Edson Melo

Media Team

Cintia Mavros

Media VP

Tiago Santos

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