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.
Golden Dates
Agency Leo Burnett / Lisboa + Zenith Optimedia / Lisbon + Blanche Filmes / Lisbon + AMP Association for Elderly / Lisbon
Category
Events & Experiential
Annual ID
OS23_PR054M
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;
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
Merit
Credits
Agency
Leo Burnett / Lisboa
Client / Brand
AMP Association for Elderly / Lisbon
Production Company
Blanche Filmes / Lisbon
Media Distribution Company
Zenith Optimedia / Lisbon
Art Director
Bruno Barros
Kissyla Clarkson
Copywriter
Freddie Brando
Hernâni Correia
Creative Director
Guilherme Nunes
Lucas Yu
Director
João Lobo
Director of Photography
Martim Varela
Editor
João Lobo
Executive Creative Director
Steve Colmar
Photographer
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
Communication
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
Illumination
João Almeida
Make-Up
Kateryna Kornilova
President
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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