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 - Music & Sound Craft

Native Sportscasters

Agency We Believers / New York + Pickle Music / New York + WE DOERS / New York

Client AB INBEV

Category

Experiential Music & Sound

Annual ID

OS23_MS008S

About the Work

In Mexico, 68 native languages are spoken, but the matches of the national soccer team are only broadcast on the radio in one language: Spanish. That's why Corona, official sponsor of the National Team, carried out a massive casting in all of Mexico's indigenous communities to find the best soccer narrators. The selected sportscasters narrated the qualifying matches, the World Cup in Qatar, and now the local league, over the radio: the only medium that reaches all of the geographically isolated indigenous communities. With this initiative, we can ensure that soccer not only reaches every town in the country, but that it also does so in the languages that each town speaks.

2023 Awards

Total Points: 21

Credits

Agency

We Believers / New York

Production Company

WE DOERS / New York

Music / Sound Production Company

Pickle Music / New York

Chief Creative Officer

Gustavo Lauria

Creative Director

Dante Zamboni
Juan Pablo Tyrer

Director

Samuel Kishi

Director of Photography

Andres Perez Sola
Gerardo Guerra

Executive Creative Director

Santiago Luna Lupo

Executive Producer

Ornella Jaramillo

Social Media Manager

Rogelio Cruz Perez

Account Director

Nallely Recinas

Account Executive

Caterina Malpica

Brand Director

Yune Aranguren

Communication director

Mariana Cuellar

Corona coordinator

Adolfo López Ortiz

Corona Experience Manager

Litahy Acosta Guadarrama

Creative Coordinator

Rocio Fernandez Sasso

Digital Manager

Alfonso Borel Mejia

Director of Operations

Natalia Gamarra

Head of Client Services

Jose Quijano

Head of Planning

Marco Vega

Head Of Production

Marcia Jaes
Natalia Gamarra

Marketing Director, Consumer Connections

Alejandro Gershberg Rubinstein

Marketing Vice President

Fabio Baracho Martinelli

Media Director

Sinuhe Garcia

Online Producer

Andrés Carmona

Original Music/ Composers

Alexis Estiz
Dario Calequi

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