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 - Public Relations

Golden Dates

Agency Leo Burnett / Lisboa + Zenith Optimedia / Lisbon + Blanche Filmes / Lisbon + AMP Association for Elderly / Lisbon

Client AMP Association for the Elderly


Events & Experiential

Annual ID


About the Work

In Portugal, about 70% of elderly people feel lonely, of which about forty thousand suffer from severe isolation. An issue that is expected to get even worse in the coming years: Portugal being the fastest ageing countrv in Europe and the third most aged country in the world in 2030. AMP (Associação Mais Proximidade) - an NGO that assists elderly in need - wanted to get them the attention they deserve. So, as the country was following the biggest live broadcast event of the year – Portugal’s Golden Globes – we transformed caring about celebrities into caring for the elderly. And at the ceremony where the famous bring cherished companies as plus one, we got two nominees to bring unexpected dates to share the stage – actual isolated elders. A-List Stars, Jessica Athayde and Diana Chaves, made Mr. Luiz and Mrs. Rosa just as famous. An idea that brought the isolation matter literally to the spotlight - from the red carpet to online content and live tv shows appearances - reaching 1 in 4 portuguese with ZERO investment budget. And that sparked real mobilization around the elderly and AMP: + 53,9% in activities with company; + 17,4% in home visitation; + 74,5% in new partnerships; + 30% in medical appointments;

2023 Awards

Total Points: 3




Leo Burnett / Lisboa

Client / Brand

AMP Association for Elderly / Lisbon

Production Company

Blanche Filmes / Lisbon

Media Distribution Company

Zenith Optimedia / Lisbon

Creative Director

Guilherme Nunes
Lucas Yu


João Lobo

Director of Photography

Martim Varela


João Lobo

Executive Creative Director

Steve Colmar


Armanda Claro

Account Director

Rudolfo Gonsalves

Account Executive

Inês Sirgado

1st Image Assistant

Beatriz Constantino

2nd Image Assistant

Carolina Abreu

Audiovisual Production Director

Cristina Almeida

Chief of Production

Susana Lourenço

Client Service Director

Catarina Moedas


Rita Roquette

Digital Account Supervisor

Ricardo Silva

Digital Manager

Teresa Calado

Digital Media Planner

Daniel Soares
Lourenço Almeida

Executive Director

Pedro Varela

Head of Strategy & Integration

Patrícia Araújo

Head of Client Service Director

Paula Lopes

Head of Media

Maria Carvalho


João Almeida


Kateryna Kornilova


Mafalda Soure

Production director

Leonor Coelho

Produtor Executivo

Pedro Oliveira

Strategist & Marketing Intelligence

Vânia Diogo

Video editor

Inês Correia

Wardrobe stylist

Vivian Engiel

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