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 - Out of Home

Peri Beyond The Limits

Agency Energy BBDO / Sao Paulo + Cosa Nostra / Sao Paulo + MyMama Entertainment / Sao Paulo

Client Unilever - Rexona


Brand Partnerships

Annual ID


About the Work

72% of young people abandon sport in their childhood due to a lack of incentive. To encourage children and teenagers to challenge their limits, Rexona - in partnership with Manchester City, the NGOs Instituto Jardim Peri and Love.Fútbol and global specialists in development through sport - launched a revitalization program in Jardim Peri, on the outskirts of Sao Paulo - Brazil, investing in infrastructure and training for young people in the community where the Brazilian football idol Gabriel Jesus grew up. To launch the project, artists were invited to reimagine the graffiti mural of the player with faces of children from the community who benefited from the program. The project also featured the biggest rap group in the country, Racionais MC’s, who are famous for lyrics that address racism, social inequality and life on the outskirts of the city. Lyrics from the theme song for the campaign A Vida É Desafio (Life is a Challenge), are tattooed on Gabriel Jesus' chest and talk about a boy who dreamed of being a soccer player but gave up in the face of hard times.

2023 Awards

Total Points: 3




Energy BBDO / Sao Paulo



Production Company

MyMama Entertainment / São Paulo

Music / Sound Production Company

Cosa Nostra / Sao Paulo


Luiz Brodo

Creative Director

Romero Cavalcanti

Director of Photography

Urso Morto

Executive Creative Director

Alexandre Pagano

Executive Producer

João da Terra
Alex Missaka

Agency Producer

Celso Groba
Guto Lins
Tais Caetano

Motion Graphics

Guilherme Mourão

Music Producer

Dj Kalfani

Account team

Pedro Führer
Renato Nose
Marcela Parolini
Marina Vizoni

Account Team (MyMama)

Pati Caldas
Silvia Neri


Edi Rock & Afro X

Brand Partnership

Manchester City

Client Approval

Andreza Graner
juliana Masotti


Instituto Jardim Peri
Movimento Conexão Favela

Color Grading

Lucas Campos

Coordinator of Post Production

Larissa Medeiros
Gleice Licá

Digital Producer

Alex Nascimento

Director of Operations

Beatriz Venceslau

Director of production

Latino Melo
Carlos Eduardo Miranda de Freitas

Director of Production (Music)

Dj Kljay



Managing director

Daniel Baena

Manchester City

Luke Roberts
Michael Goulbourne
Claudia Borges
Kirsty McLoughlin

Music Rights


Music Supervision

Big Sync Music


Priscilla Ceruti
José Lucas de Paula
Glaucia Guerra
Mariana Nobis
Maria Elisa de Sá Fernandes
Laura Gomes
Gabriela Moriki

Post production

Fernando Branco (Barra)

Sound engineer


Related Awards





Follow Us