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
Promotional / Physical Items
Annual ID
OS23_DE116M
About the Work
Every hour, a LGBTQIA+ person is attacked in Brazil. In order to change the narrative regarding this violence, which had been kept under wraps for years, we brought their scars to a stage everyone watches: the fashion world.
Isaac Silva, the greatest LGBTQIA+ fashion designer in Brazil, launched a special collection in which every item has a single-colored detail, in the exact location of the real scar on a real person. Through NFC technology, everyone could tap the smartphone on the clothes and reveal the stories of support, love and resilience behind each scar. The stories led to a support hub for the LGBTQIA+ community, offering warmth, psychological counseling and legal advice.
The collection was sold in physical stores, around São Paulo, and in e-commerce across the country, with profits reverted to Casa Neon Cunha, a NGO that advocates for the cause.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB Brasil / Sao Paulo
Client / Brand
Casa Neon Cunha / São Paulo
Isaac Silva / São Paulo
Music / Sound Production Company
Quiet City Music + Sound / Sao Paulo
Art Director
João Mendes
Marcelo Rizerio
Copywriter
Pedro Araujo
Chief Creative Officer
Ricardo John
Creative Director
João Mendes
Creative Technologist
Guilherme Okamoto
Juscelino Vieira
Editor
Dudu Doria
Serginho Dimi
Executive Creative Director
Anna Martha Silveira
Marcelo Rizerio
Pedro Araujo
Executive Producer
Fernanda Geraldini
Xanna D’aguiar
Ivis Silva
Karina Vadasz
Photographer
Joao Bertholini
Producer
Pedro Lazzuri
Paulo Bruno (pb)
Sound Designer
André Melges
Marcos Moretto
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
Chief Growth Officer
Fabio Freitas
Connections Specialist
Marta Carvalho
Content Director
Bibiana Saldanha
CSO
Renata D'Ávila
Graphic Production Director
João Albertini
Media VP
Tiago Santos
Soundtrack Production
Chris Jordao
Darren Solomon
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