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


Agency VMLY&R Mexico / Mexico City + Rebolucion / Mexico City

Client Telefonica Movistar


Sound Design

Annual ID


About the Work

Build a campaign that reinforces Movistar's position of inclusion and makes support for the LGBTQIA+ community, visible while generating awareness among users about the homophobia that this segment of the population faces daily.

And use the online video format as a channel to create a HERO content and reach our audience.

“Everything can be broken, except your pride” is the new Movistar campaign against homophobia, transphobia and biphobia, which affects the LGBTQIA+ community daily.

Especially in a country that ranks second in Latin America with the most acts of violence towards the LGBTQIA+ community. This Hero Film piece tells the story of "Javier", a boxer who loses everything except his pride. We look to disrupt homophobia, transphobia and biphobia in this field, principally because Mexico is a conservative country, and boxing is the perfect excuse to give visibility to this problem.

Boxing is an important part of Mexican culture. Represents the struggling against poverty and adversity that millions face every day, and is also an iconic representation of macho culture. Therefore, being homosexual isn't just a tabu as in most Latinamerican societies, it's almost an offense against Mexican pride in a culture that is still learning and fighting for sexual rights.

2023 Awards

Total Points: 3




VMLY&R Mexico / Mexico City

Production Company

Rebolucion / Mexico City

Art Director

Samuel Rios
Tania Magni

Chief Creative Officer

Luis Enriquez "Madruga"
Debbi Vandeven

Creative Director

Christian "pimpon" Santa Cruz


Felipe Vellasco

Director of Photography

William Etchebehere

Executive Producer

Ivan Lomeli

Sound Designer

Andres Melges
Chris Jordao



assistant director

Flavio Landfredi


Héctor Fernández

Executive Director Global Creative Operations

Lauren Lafranz

Head of Brand & Integrated Marketing Communication

Karely Munarriz

Head of Digital, Creative Director & copywriter

Daniel de Leon


Chris Jordao
Darren Solomon

Post production

Fabi Abreu

Production Designer

Amilcar Espadas

Production Manager

Elvia Zarco

Regional Chief Creative Director

Nino Goldberg

Regional VP Digital CEO

Andrés Sánchez

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