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.
Category
Active Engagement / Call to Action
Annual ID
OS23_SM081M
About the Work
The bond between LGBTQIA+ community and music is stronger than any other. It's not only music. It's like a safe place. But then you realize that only 4 of the YouTube top 50 artists in Brazil are LGBTQIA+. For a small LGBTQIA+ artist, the challenge of becoming popular in Brazil seems insurmountable. In addition to all the inhospitality of the showbizz, Brazil is such a homophobic country that it occupies the first place among those that most kill queer people in the world. We need to fight against the establishment to have more voices, and thus, more people being represented.
Nowadays, the “collabs” are the greatest strategy for launching new hits and artists. So, based on that, Mercado Libre launched “Files of Freedom”. With an unprecedented partnership with the Brazilian legend Pabllo Vittar – the most popular drag queen in the world – we released a free downloadable ‘collab pack’, containing a kit of files: an original isolated voice track, new beats, videos, and photos in chroma. All totally free of copyrights. So, anyone could download, produce and launch their own feat with Pabllo. There were thousands of organic feats, revealing several new artists, across all the LGBTQIA+ spectrum.
2023 Awards
Total Points: 3
Merit
Credits
Agency
GUT / São Paulo
Production Company
Dogs Can Fly / Sao Paulo
DLKTSN / São Paulo
Music / Sound Production Company
Pingado Áudio / São Paulo
Art Director
Vitor Chagas
Composer
Maffalda
Rodrigo Gorky
Zebu
Creative Director
Julia Mota
Juliana Utsch
Lucas Adam
Murilo Santos
Rainor Marinho
Sofia Calvit
Tiago Abreu
Director of Photography
Rodrigo Riva
Túlio Cipó
Executive Creative Director
Bruno Brux
Murilo Melo
Executive Producer
Thiago Balma
Group Creative Director
Tiago Abreu
Photographer
Gabriel Renne
Producer
Aline Moreira
Gabriela Fernandes
Strategist
Bárbara Reis
Account Director
Raphaela Guillen
Account Supervisor
Mateus Carvalho
Associate Creative Director
Gabi Marcatto
Pedro Rosas
Motion Graphics
Christian Viana
Project Manager
Bruna De Oliveira
Strategy Director
Mercedes Baruso
Stylist
Vitor Moreira
Account Manager
Isadora Guz
Artist's Manager
Leocadio Rezende
Rodrigo Gorky
Yan Hayashi
Artistic Direction
Mari Campos
Awards Manager
Francine Aoki
Client Approval
Louise Mckerrow
Thais Souza Nicolau
Nathalia Cavalcante Teixeira
Rafaella Martellini
Beatriz Sztamfater
Commercial
Raul Abrão
Content Strategy
Bruce Vital
Isabella Ribeiro
Paula Baião
Executive Director
Luciana Mattar
Fashion Stylist
Ana Travagin
Cleber Chiliano
Hair Stylist
Thereza Brown
Head of Account
Alessandra Visintainer
Head of Content
Patricia Moura
Head of Media & Data
Guilherme Cavalcante
Head of Operations
Mariane Goebel
Head Of Production
Julia Ramos
Head of strategy
Amanda Agostini
Lace
Sidney Sales
Managing director
Valéria Barone
media
Caio Melo
Jackson Sousa
Laura Cardeal
Paola Bastos
Media Director
Douglas Silveira
Movement Director
Jessi Muller
Musical Director
Will Bone
Production Assistant
Yris Franco
Production Manager
Fabiola Camilo
public relations
Isabela Belli
Regional Account Director
Natalia Noya
Sr. Editor & Motion Designer
César Macedo
Strategy Manager
Bruno Facundes
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