The One Show
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Category
Brand Partnerships
Annual ID
OS25_EX072M
Background
Background
Brazil is obsessed with football. Some of the most talented players of all time are Brazilian and Brazil became a country where the richest teams in the world, usually based in Europe, go to find new talent, offering big sums of money that the local football clubs can't compete with.
To try and retain talent and pay similar salaries to the players, Brazilian football teams turned to more and more sponsorship deals. The sponsorship deals kept adding logos and brands to the football jerseys, ruining the traditional club kits that now look like moving billboards. This has become a ridiculous situation and a point of sadness for football club fans that can't recognize their teams’ jerseys anymore.
Brazil is obsessed with football. Some of the most talented players of all time are Brazilian and Brazil became a country where the richest teams in the world, usually based in Europe, go to find new talent, offering big sums of money that the local football clubs can't compete with.
To try and retain talent and pay similar salaries to the players, Brazilian football teams turned to more and more sponsorship deals. The sponsorship deals kept adding logos and brands to the football jerseys, ruining the traditional club kits that now look like moving billboards. This has become a ridiculous situation and a point of sadness for football club fans that can't recognize their teams’ jerseys anymore.
Creative Idea
Idea
We turned to a sponsorship deal to promote Consul washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jersey of Juventus, one of the most traditional football clubs in Brazil and cleaned it, by getting rid of every brand logo that was on the jerseys and returning them to its original form.
Juventus played their games at the league without any interference on their beloved club kit, for 20 A league games, that were both played in front of live crowds and also shown on both open and paid TV.
We turned to a sponsorship deal to promote Consul washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jersey of Juventus, one of the most traditional football clubs in Brazil and cleaned it, by getting rid of every brand logo that was on the jerseys and returning them to its original form.
Juventus played their games at the league without any interference on their beloved club kit, for 20 A league games, that were both played in front of live crowds and also shown on both open and paid TV.
Insights & Strategy
Target
Football is a widespread interest in Brazil, but especially popular among those who purchase Washing Machines - Male and female age 30 - 60. Our intention was to showcase our understanding of true important clothing care by taking good care of some of the most loved pieces of clothing there are: football jerseys.
Approach
The approach was to insert ourselves into a conversation about the "stains" that took over Brazilian football jerseys (logos of brands) and to offer a different way to support football teams without ruining their classic jerseys.
Insight
Sometimes to gain fan love you should remove your brand from their team's jersey.
We showed our understanding of football fans by giving them what they want the most: seeing their favorite team's jersey without logos or brand interference. This was our approach to gain notoriety and fan love. This is how we promoted our line of washing machines, by cleaning football jerseys from the stain of logos and brands on the revered jerseys. Including our logo.
Football is a widespread interest in Brazil, but especially popular among those who purchase Washing Machines - Male and female age 30 - 60. Our intention was to showcase our understanding of true important clothing care by taking good care of some of the most loved pieces of clothing there are: football jerseys.
Approach
The approach was to insert ourselves into a conversation about the "stains" that took over Brazilian football jerseys (logos of brands) and to offer a different way to support football teams without ruining their classic jerseys.
Insight
Sometimes to gain fan love you should remove your brand from their team's jersey.
We showed our understanding of football fans by giving them what they want the most: seeing their favorite team's jersey without logos or brand interference. This was our approach to gain notoriety and fan love. This is how we promoted our line of washing machines, by cleaning football jerseys from the stain of logos and brands on the revered jerseys. Including our logo.
Execution
Idea
We turned to a sponsorship deal to promote Consul washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jersey of Juventus, one of the most traditional football clubs in Brazil and cleaned it, by getting rid of every brand logo that was on the jerseys and returning them to its original form.
Juventus played their games at the league without any interference on their beloved club kit, for 20 A league games, that were both played in front of live crowds and also shown on both open and paid TV.
We turned to a sponsorship deal to promote Consul washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jersey of Juventus, one of the most traditional football clubs in Brazil and cleaned it, by getting rid of every brand logo that was on the jerseys and returning them to its original form.
Juventus played their games at the league without any interference on their beloved club kit, for 20 A league games, that were both played in front of live crowds and also shown on both open and paid TV.
Results
+2300% Brand Mentions
+400% Brand Love
$28M Earned Media
+12% Sales Increase (same period last year)
+400% Brand Love
$28M Earned Media
+12% Sales Increase (same period last year)
2025 Awards
Total Points: 3
Merit
Credits
Agency
DM9 / São Paulo
Chief Creative Officer
Icaro Doria
Chief Strategy Officer
Stephanie Campbell
Creative Director
Bruno Anibal
Caio Zuchi
Diego Guerhardt
Pedro Rosadas
Executive Creative Director
Nina Lucato
Producer
Caio Rodrigues
Isabela Ximenes
CEO
Pipo Calazans
Chief Content Officer
Cleber Paradela
Chief Media Officer
Renata Valio
Chief Production Officer
Anna Ferraz
COO
Thomas Tagliaferro
Creative VP
Laura Esteves
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