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Category
Multicultural Impact
Annual ID
OS25_CD022M
Background
Due to geopolitical or climatic issues, the forced displacement of people to other nations is a problem that affects the entire world, including Brazil. In 2023, the country became home to 710,000 refugees who had fled from countries such as Venezuela, Haiti, Afghanistan, Syria, and Ukraine. Many of these individuals are accompanied by their families. The naturalization process can be lengthy and lead to unemployment within this group.
The Heinz Reviews campaign addresses this issue by encouraging the professional recognition of these refugees and stateless individuals, thereby aiding in their naturalization process.
By receiving numerous positive reviews of the work they have done, refugees receive a letter of recommendation that can halve the time it takes to acquire naturalization.
The Heinz Reviews campaign addresses this issue by encouraging the professional recognition of these refugees and stateless individuals, thereby aiding in their naturalization process.
By receiving numerous positive reviews of the work they have done, refugees receive a letter of recommendation that can halve the time it takes to acquire naturalization.
Creative Idea
The Heinz Reviews campaign stems from two questions: How can we effectively help refugees gain Brazilian naturalization? How can we engage the Brazilian population into the refugee issue?
To engage the population, the campaign communicates that many of the food prepared in restaurants, especially burger houses, are made by refugees. And that, through a quick and easy review, people can help a refugee to naturalize.
With these reviews, the campaign creates a letter of recommendation that, attached to the naturalization process, can help refugees gain naturalization.
To engage the population, the campaign communicates that many of the food prepared in restaurants, especially burger houses, are made by refugees. And that, through a quick and easy review, people can help a refugee to naturalize.
With these reviews, the campaign creates a letter of recommendation that, attached to the naturalization process, can help refugees gain naturalization.
Insights & Strategy
Burger restaurants are the establishments that hire the most refugees in Brazil. And burger enthusiasts are highly engaged, constantly fueling active communities of burger joint reviews.
The Heinz Reviews campaign demonstrates that people's engagement, through an easy and quick review, can unveil the excellent qualifications of the workers, who are highly skilled labor and should be recognized by all and taken into consideration.
As a result, beyond people's engagement, the campaign impacts employers, highlighting the importance of hiring refugees and how they add value to the business, increase diversity, and contribute to human dignity.
The Heinz Reviews campaign demonstrates that people's engagement, through an easy and quick review, can unveil the excellent qualifications of the workers, who are highly skilled labor and should be recognized by all and taken into consideration.
As a result, beyond people's engagement, the campaign impacts employers, highlighting the importance of hiring refugees and how they add value to the business, increase diversity, and contribute to human dignity.
Execution
Burger enthusiasts’ communities are highly active in the online sphere. To engage not only these individuals but also those who dine at burger restaurants less frequently, the Heinz Reviews campaign was launched through a series of actions on social media and various platforms.
To encourage the submission of reviews, a dedicated website for the campaign was created. With straightforward language, it is easily accessible and designed to be user-friendly even for those who are not very familiar with the internet.
The campaign highlights the importance of welcoming refugees and stateless individuals and demonstrates how these people contribute to society.
To encourage the submission of reviews, a dedicated website for the campaign was created. With straightforward language, it is easily accessible and designed to be user-friendly even for those who are not very familiar with the internet.
The campaign highlights the importance of welcoming refugees and stateless individuals and demonstrates how these people contribute to society.
Results
The Heinz Review campaign made an impact not only on burger enthusiasts but also on those who visit these places less frequently. It also engaged both refugees working in burger restaurants and the entrepreneurs who own these business.
With easy access, the campaign website could be visited via desktops and mobile phones, allowing people to submit their reviews within minutes.
The received comments are mostly positive and, formatted as recommendation letters, can help expedite the naturalization process for refugees.
Moreover, burger restaurant owners realized that they can hire refugees even if the naturalization process is not complete. And they have the opportunity to evaluate refugees based on the recommendation letters crafted from the reviews.
With easy access, the campaign website could be visited via desktops and mobile phones, allowing people to submit their reviews within minutes.
The received comments are mostly positive and, formatted as recommendation letters, can help expedite the naturalization process for refugees.
Moreover, burger restaurant owners realized that they can hire refugees even if the naturalization process is not complete. And they have the opportunity to evaluate refugees based on the recommendation letters crafted from the reviews.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Africa Creative / São Paulo
Client / Brand
Kraft Heinz / Sao Paulo
Production Company
silviomedeiros.net / Sao Paulo
Music / Sound Production Company
Punch Audio / São Paulo
Art Director
Pedro Galdi
Renan Molin
Copywriter
Pedro Rosas
Creative Director
Pedro Rosas
Pedro Galdi
Director
Silvio Medeiros
Director of Photography
Silvio Medeiros
CCO
Sergio Gordilho
Approved by
Cecilia Preto
Cristina Monteiro
Thiago Stelle
Juan Rodrigues
André Mendes
Bruna Donato
Ana Ladeira
Camera Assistant 1
William Alves
Camera Assistant 2
Lucas Puppio
Camera Assistant 3
Augusto Bispo
Camera Assistant 4
Marcio Costa
Casting Production
Fabiana Varela
Client Service
Ana Carolina Andrade
Débora Bettoni
Gabriela Ferrante
Alexia Oliveira
Lia Turato
Beatriz Bertonha
Vitória Silano
co-CCO
Nicholas Bergantin
co-COO
Heloísa Pupim
Creation
Tony Berchmans
Creative Producers
Giovanna Lima
Thays Miranda
Theo Etlin
Raquel Martins
Creative Research Director
Estevão Mabilia Meneguzzo
Creative Research Manager
Eduardo Berardinelli
Creative Researcher
Bea Ribeiro
Mana Black
Digital Projects Manager
Beatriz Stalchmidt
Director of Sustainability and Institutional Relations
Raphael Vandystadt
Editing
Fábio Mackza
Ernesto Neto
Carlos Eduardo da Silveira
Electrical
Wendel Salsa
Electrical Assistant
Marco Daniel Neve da Silva
Head of Production
Lili D. Aragoni
Intern
Marina Rabello
Location Producer
Calixto .
media
Renan Soares
Bruno Marangoni
Guilherme Garcia
Mariana Silveira
Raissa Silva
Mixing and Finishing
Gustavo Guanaes
Ian Sierra
Rodrigo Tuchê
Motion
Diego Oliveira
Gabriel Larangeira
Janaina Nascimento
Musical Direction
Tony Berchmans
Production Assistant
Valentina De Luca
Vanessa Ikezili
Nathan Moreira
Production Coordination
Cristiane Oliveira
Karina Coviello
Production Coordinator
Elizabeth Ganymedes
Project Manager
Lais Cattena
Responsible Attorney
Isadora Savazzi Rizzi
RTV Director
Tais Olhiara
RTV Producer
Bruno Cardoso
Gabi Ferrer
Service
Ale Pais
Gabi Takan
Set Assistant
Alexandre Luis da Silva
Special Projects Director
Lica de Souza
Specialist Office in Immigration Law
Borderless Citizen
Stagehand
Vinicius Ribeiro
Studio Assistant
Marco Antonio dos Santos
VP of Planning
Ana Kuroki
VP of RTV
Rodrigo Ferrari
VP of Special Projects
Juliana Leite
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