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 - Creative Use of Data

Data Tienda

Agency DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City

Client Gahr WeCapital


Best of Creative Use of Data

Annual ID


About the Work

Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit. According to the Comisión Nacional Bancaria y de Valores (National Banking and Securities Commission), 83% of them don’t have a “credit history” so their loan applications are rejected.

Paradoxically, they are women who have received loans from neighborhood stores all their lives, so, they have a long credit history. collects this information from the neighborhood businesses and uses it to create a credit history that secures them with the banks and allows them to obtain microcredits, financial inclusion, and economic autonomy.


•Since the platforms launch, more than 10,300 women have registered to build their credit history.
•Of the more than 10,300 women who have registered on the platform, 23% (more than 2,300 women) have received microloans for their businesses and study plans.
•With Data Tienda, we were able to obtain data from more than 50,000 business owners across the country to financially include thousands of low-income women.
•We restored the economic autonomy and empowerment of thousands of women.
•We have made visible gender inequality in Mexico.
•We have promoted entrepreneurship and job creation in the country.
•We have supported the efforts of the financial sector and the government to make the country’s banking sector more bankable.
•We have reduced the financial sector’s risk margin in popular sectors.

2023 Awards

Total Points: 90

Best of Discipline Pencil




Client / Brand

Gahr WeCapital / Santiago de Querétaro

Production Company

LaDoble / Mexico City

Music / Sound Production Company

Estudios Machina / Bogotá

Chief Creative Officer

Diego Ortiz

CEO at DDB México

Juan Isaza

CFO at DDB México

Silvana Carreño

Developer web

Roberto Vargas

President & CEO at DDB Latina

Juan Carlos Ortiz

Production director

Jesús Almazán

VP of Operations at DDB México

Montserrat Villafañe

VP of Strategic Planning

Sergio Briseño

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