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.
Learn more about The One Show 2026
Category
Promotional / Booklets, Books & Brochures
Annual ID
OS25_DE070M
Background
• Situation
Brazil, the country with the largest black population outside the African continent, is also a country where black people are relegated to erasure: they make up 80% of violent deaths and 70% of school dropouts. A problem that dates back to the dawn of humanity, violates the constitutional right to memory and robs an entire people of their most precious possession: their history.
• Brief
Bradesco Seguros, the leading insurance company in Brazil and America Latina, believes that people's history is a precious heritage that must be secured. So, how can Bradesco help to recover and protect Black History (which is everybody's history) in order to recover the past and inspire the future?
• Objectives
- CELEBRATE the names of notable black people ignored by history.
- SHOW that historical erasure is a product of racism.
- INSPIRE future generations and grab people's attention.
- COLLABORATE with partners from black communities.
Brazil, the country with the largest black population outside the African continent, is also a country where black people are relegated to erasure: they make up 80% of violent deaths and 70% of school dropouts. A problem that dates back to the dawn of humanity, violates the constitutional right to memory and robs an entire people of their most precious possession: their history.
• Brief
Bradesco Seguros, the leading insurance company in Brazil and America Latina, believes that people's history is a precious heritage that must be secured. So, how can Bradesco help to recover and protect Black History (which is everybody's history) in order to recover the past and inspire the future?
• Objectives
- CELEBRATE the names of notable black people ignored by history.
- SHOW that historical erasure is a product of racism.
- INSPIRE future generations and grab people's attention.
- COLLABORATE with partners from black communities.
Creative Idea
Design was the crucial element in balancing erasure and history, celebration and protest, darkness and light in a unique visual identity. The solution was an intriguing book that had seemingly been erased. An innovative edition entirely printed on special ink that, under a special light – a black light – reveals all its beauty and content.
The book was sent to leading figures across multiple fields of knowledge. But it went a step beyond: the project was invited to become part of the permanent collection of the Museu Afro-Brasileiro in Salvador, a crowning symbol of its legitimacy and the importance of the preservation and celebration of black culture in the city with the largest black population outside of Africa.
A project for recovering black cultural and historical heritage, supported by Bradesco Seguros, the leading insurance company in Brazil and Latin America, in partnership with Project GOMA, a hub dedicated to accelerating the careers of black professionals.
The book was sent to leading figures across multiple fields of knowledge. But it went a step beyond: the project was invited to become part of the permanent collection of the Museu Afro-Brasileiro in Salvador, a crowning symbol of its legitimacy and the importance of the preservation and celebration of black culture in the city with the largest black population outside of Africa.
A project for recovering black cultural and historical heritage, supported by Bradesco Seguros, the leading insurance company in Brazil and Latin America, in partnership with Project GOMA, a hub dedicated to accelerating the careers of black professionals.
Insights & Strategy
From the start of the project, we understood that if we were going to recover formerly erased black narratives, we’d need a diverse team. So we partnered with Projeto Goma, an organization dedicated to accelerating the careers of black professionals, which not only lent our research legitimacy, it also served to build a project that could inspire future generations.
Beyond the book, which was sent out to a variety of leading figures, we developed posters that became a permanent exhibition at the Museu Afro-Brasileiro in Salvador, the city with the largest black population outside Africa. The exhibition has been on display for 440+ hours.
The idea was not only to start a conversation about historical erasure in society as a whole by recovering long-neglected stories, but, above all, to create a project that would be relevant and powerful for the black community.
Beyond the book, which was sent out to a variety of leading figures, we developed posters that became a permanent exhibition at the Museu Afro-Brasileiro in Salvador, the city with the largest black population outside Africa. The exhibition has been on display for 440+ hours.
The idea was not only to start a conversation about historical erasure in society as a whole by recovering long-neglected stories, but, above all, to create a project that would be relevant and powerful for the black community.
Execution
The book was designed to communicate two narratives at once: erasure and brilliance, obscurity and resurgence, racism and pride. At first glance, the design underscores the erasure to which black stories have been subject, with white letters and gaps in the formatting that suggest a lack of content. To reinforce the names and stories that have been suppressed over the course of history we used invisible ink that reacts to a very ancestral light: black light. Under black light, the design reveals not only the narratives and profiles of black luminaries, but it also highlights the rich ancestral legacy and the power of trajectories once relegated to oblivion. The pages brim with color, revealing the illustrations and other elements that came out of 5800+ hours of research and curatorial work, developed with a team of black artists. What once was emptiness turns into an incredible world of ancestral culture.
Results
We recovered 4 millenia of black history through more than 5,800 hours of reading, research, illustration and curatorial work. The project offers up new perspectives on black history, helping to break away from the obvious and further enrich the community’s legacy. The book was invited to become part of the permanent collection of the Museu Afro-Brasileiro em Salvador, the city with the largest black population outside Africa. The exposition has already been on display for 440+ hours, and will keep on inspiring educators, students, historians and the general public by highlighting black history that goes far beyond narratives of slavery.
For Bradesco Seguros, in addition to its reputation as a brand with strong social values, this has been an opportunity to show that it’s dedicated to protecting all of its clients’ assets – including their history.
For Bradesco Seguros, in addition to its reputation as a brand with strong social values, this has been an opportunity to show that it’s dedicated to protecting all of its clients’ assets – including their history.
2025 Awards
Total Points: 3
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Design Firm
Dialeto Studio / Sao Paulo
Agency In-House Production Company
AlmapBBDO / Sao Paulo
Music / Sound Production Company
Raw Áudio / São Paulo
Art Director
Isabela Lourenço
Rafael Gil
Iron Brito
Chief Creative Officer
Luiz Sanches
Pernil .
Copywriter
Yael Sullyvan
Mateus Souza
Rodrigo Almeida
Creative Director
Iron Brito
Deborah Vasques
Designer
Flávia Souza
diego silva
Vitor Silva
Director
Fábio Mota
Director of Photography
Rodrigo Resende
Executive Creative Director
Rafael Gil
Rodrigo Almeida
Illustrator
Fábio Mota
Rafa Black
Photographer
Mariana Valverde
Account Team
Maysa Oliveira
Daniela Monteiro
Fabíola Loureiro
Yohanna Maia
Camila Reis
Camila Weissheimer
Gabriela Amparo
Karina Cabral
Kauan Mattos
Marina Nascimento
Approval - Bradesco Seguros
Alexandre Nogueira
Ana Claudia Frighetto Gonzalez
Ana Luiza Celles
Carla Zavarize
Michelle Baçal
Approval - GOMA
Patrícia Santos
Approval - Museu Afro-Brasileiro da UFBA
Marcelo Nascimento Bernardo Da Cunha
Art Buyer
Tereza Setti
Stephanie Biekarck
Case Editor
Bruno Chiosea
Case Motion Designer
Rodrigo Vilela
Misael Mululo
CDMO
Rafaela Alves
Chief Executive Officer
Filipe Bartholomeu
Chief Operating Officer
Fernanda Tedde
Community Manager
Nayara De Carvalho
Graphic Producer
José Roberto
Marcos Souza
Head of Creative Technology
Lilian Cavallini
Image Treatment
Triple A
Live Marketing
Siegfrid Frazao Keysselt Junior
Mila Andrade
Christiane Estrela
William Ferreira
Media Team
Mel Carvalho
Ana Carolina Campos
Diego Bonatti
Leonarddo Montuori
Fernanda Mariano
Arieli Araújo
Milena Hellen Dos Santos
Tariana Monzani
Tom Martins
Planner
Sergio Katz
Rafael Andrade
Beatriz Scheuer
Lucieide Oliveira
Lucas Carvalho
Special Projects
Marilia Alves
Diego Honorato
Carol Anjos
Special Projects Coordinator
Julia Newman
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