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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

Lu from Magalu

Agency Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Client Magazine Luiza


Brand Voice

Annual ID


About the Work

Brazil is the 3rd largest user of social media in the world. Among the Brazilians, 71% follow an influencer online. The result of this behavior is also true to retail, in the sense that 70.7% have bought a product influenced by a creator. In January 2021, Lu from Magalu, was already well known and had millions of followers but Magalu, Brazil’s biggest retailer, understood that accelerating Lu’s influencing potential and consolidating her as a creator would bring more revenue to the business and brand awareness. Then we started growing her from virtual assistant to tech expert, activist, and model, a real modern influencer. Lu was always where Magalu needed to connect with its consumers, to sell or build brand. Magalu began accelerating Lu's career in 2021 by creating custom projects with the biggest social media and TV channels, global brands and famous artists. Lu starred in music videos with Spotify’s #1, Anitta and the global famous DJ Alok and all clothes and accessories featured in the videos were sold out on Magalu’s app. She made live performances in reality shows, and in the Brazilian version of “Strictly Come Dancing” at Globo TV, the biggest in Latin America. She created a Tik Tok profile and surpassed 1Bn views. She commentated on a live soccer streaming. She was hired and co-created with global brands like Apple, McDonald’s and was the first virtual character to be featured as a Red Bull official caricature. She was featured on Vogue Magazine’s cover and became a fashion icon. Lu also promoted women’s, LGBTQIA+ and racial causes. As a result, in 2022, she became the world's biggest virtual influencer, with over 30 million followers, increasing Magalu's brand awareness and income.

2023 Awards

Total Points: 3




Ogilvy Brasil / Sao Paulo

Internal / In-House Agency

Magalu Content Studio Team / São Paulo

Client / Brand

Magazine Luiza / São Paulo

Production Company

OAK Filmes / Ribeirão Preto
Alok Production / São Paulo
Sentimental Filme / São Paulo
Vogue Brasil / São Paulo

Music / Sound Production Company

Comando S Áudio Produções / São Paulo

Account Director

Larissa Ferrari - Ogilvy Brasil
Tatiana Moliterno - Ogilvy Brasil

Associate Creative Director

Breno Rodrigues - Ogilvy Brasil
Pedro Gouveia - Ogilvy Brasil

Chief Executive Officer

Frederico Trajano - Magazine Luiza

Additional Company

DPZ&T / São Paulo
Rede Globo / São Paulo

Alok Production Team

Alok Production Team

Content Strategist Lead

Aline Izo - Magazine Luiza

Content, Social & Influencer Marketing Manager

Pedro Alvim - Magazine Luiza


Dpzt Team


Ricardo Leme Lopes - Ogilvy Brasil

Head of Operations

Daniela Paris - Ogilvy Brasil

Media Director

Leonardo Moraes - Ogilvy Brasil

Media Manager

Adriana Reimão - Ogilvy Brasil

OAK Fimes Team

Oak Fimes Team

Operations Director

Tania Garcia - - Ogilvy Brasil

Planning director

Isadora Prado

public relations

Ana Herzog - Magazine Luiza

Rede Globo Team

Rede Globo Team

Social Media Lead

Luiz Carlos Lima - Magazine Luiza

Vogue Team

Vogue Team

Voice Over Lu

Adriana Chagas Fiali Teixeira - Magazine Luiza

VP Finance

Marcia Rodrigues - - Ogilvy Brasil


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