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 - Design

Girls Define Girl

Agency MullenLowe SSP3 / Bogotá + AB InBev / Bogotá + Dattis / Bogotá + Austria Films Colombia / Bogota

Client AB InBev / Pony Malta


Editorial / Books

Annual ID


About the Work

The Royal Academy of the Spanish Language (RAE), the official body in charge of defining the more than 70,000 words in Spanish, does not have a definition for the word girl, but it is tied to the masculine gender. Boy (noun) 1.[countable] A child 2.[countable]A person in his childhood 3.[countable] A young human who is not yet an adult 4.[countable] Someone with little experience 5.[countable] Someone with a few years old. 6.[countable] A person with little experience. Girl (noun) 1. (noun) Child. On 2021's International Day of the Girl Child, Pony Malta, the brand that empowers girls, created a movement that invited them to define themselves on their favorite social networks, and then put these definitions together in an illustrated dictionary, creating with the data of thousands of user-generated answers a single definition, that was endorsed by a professional of the Spanish language.

2023 Awards

Total Points: 3




MullenLowe SSP3 / Bogotá

PR / Marketing Agency

Dattis / Bogota

Client / Brand

AB inBev / Bogotá

Production Company

Austria Films Colombia / Bogota

Executive Creative Director

Diego Muñoz
Juan David Pardo

Executive Producer

Jose Altamar


Francisco Giraldo

Account Director

Daniel Salazar

Account Executive

Mariajosé Bedoya

Chief Executive Officer

Francisco Samper

Music Producer

Camilo Medina

Business Director

Fabiana Manzi

Chief Business Director

Jose Hoyos

Chief strategy Officer

Carolina Mejía

Digital Director

Jennifer Boshel

NABs Brand & Innovations Lead

Lina Gonzalez

NABs Brand Manager

Alejandro Lotta

NABs Marketing Director

Juan Alonso Torres

PR Marketing Analyst

Juliana Avellaneda

Public Relations Director

Dallán Arévalo

Strategic planner

Juan Romero

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