The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Cinematography / Single
Annual ID
OS23_MI090M
About the Work
In Mexico there is a word that is used every day by most mexicans to respond to someone’s call: MANDE. The most literal translation would be “Command Me”. This word emerged during the conquest of Mexico in the year 1500, when the Spanish conquerors forced the indigenous people to respond with this word as a form of submission and respect to them. After more than 500 years, “Mande” is still being heard all the time everywhere, as a habit. And although it may not seem like it, words have power, and “Mande” makes mexicans feel weak. But Mexico doesn’t have to say “Mande” to anyone. Mexico is a country full of people who have shown the world what they can do. Mexico is conquering the world.
That’s why we realized that, if we change a letter, we can change history. MANDE, no. MANDO.
From “Command me” to “I rule”.
It only changes the “e” for the “o” but that changes the meaning of everything.
This is a message from Corona, the first Mexican that conquered the world, to awaken the conqueror spirits of 130 million Mexicans.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GUT / Mexico City
Client / Brand
AB InBev / Mexico
Production Company
PRIMO / Mexico
Art Director
Roberto Rosas
Copywriter
Ángel Ibañez
José Luis Pagola
Chief Creative Officer
Ignacio Ferioli
Cinematographer
Farhad Ghaderi
Creative Director
Jose Mario Munoz
Rodrigo Del Oso
Director
Nico Pérez Veiga
Editor
Alejo Hoijman
Executive Producer
Odille Mondragon
Agency Producer
Paula Sánchez
Associate Creative Director
Diego López Oliva
Diego Rojas
Strategy Director
Jessica Mendez
Art Director Jr.
Alejandra Jiménez
Brand Communications Director
Mariana Cuellar
Brand Digital Manager
Alfonso Borel
Brand Director
Yune Aranguren
Chief strategy Officer
Samantha Hernandez
Content Manager
Ross Aguiñaga
Copywriter Jr
María José López
Digital Editor
Enrique Del Corral
Experience Strategist
Hugo Fabián Zapata
Founder
Anselmo Ramos
Gastón Bigio
General Creative Director
Ramiro Rodriguez Cohen
Managing director
Camila Prado
Jaime Vidal
Post-Production
Daniela Balcazar
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