The One Show
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Category
Commerce
Annual ID
OS25_IN055M
Background
Audience Delivery Explanations
Despite huge interest on male football and massive audience to the Men FIFA World Cup in 2022, Brazilians had shown little enthusiasm for the Women FIFA World Cup that was about to happen in 2023. So much so that according to the Ibope Audience Institute, only 25% of Brazilians said they would watch the games on TV, which lead to no open TV channel to purchase the broadcast rights to all of the Women FIFA World Cup Games.
iFood is the biggest food delivery app in Brazil and the most loved brand in the country.
It is a generous and accessible brand, and its mission is to bring to people what people want at anytime, anywhere.
So we decided to deliver the Women FIFA World Cup to everyone who has the iFood app.
Despite huge interest on male football and massive audience to the Men FIFA World Cup in 2022, Brazilians had shown little enthusiasm for the Women FIFA World Cup that was about to happen in 2023. So much so that according to the Ibope Audience Institute, only 25% of Brazilians said they would watch the games on TV, which lead to no open TV channel to purchase the broadcast rights to all of the Women FIFA World Cup Games.
iFood is the biggest food delivery app in Brazil and the most loved brand in the country.
It is a generous and accessible brand, and its mission is to bring to people what people want at anytime, anywhere.
So we decided to deliver the Women FIFA World Cup to everyone who has the iFood app.
Creative Idea
Situation:
No open TV channel bought the rights to the Women FIFA World Cup, making it hard for Brazilians to watch the games and manifest their support for the Brazilian National Team and to allow Women football to gain traction in Brazil.
Brief:
Use the massive audience iFood has, with its 50 million active users in Brazil, and take advantage of the fact that iFood has an average 38 minutes per week interaction from active users and serve them the Women FIFA World Cup.
Objectives:
We wanted to show our support to the Brazilian national team and Women football and use the World Cup to increase sales and food orders on our app during the games.
We used iFood app's massive audience and bought the live streaming rights of all 64 Women FIFA World Cup games and broadcast them for free inside our app.
So anyone who opened iFood to order food was able to watch any of the games, and anyone who came to watch the games on iFood because they couldn't find it anywhere else to watch, would be tempted to order food on iFood.
No open TV channel bought the rights to the Women FIFA World Cup, making it hard for Brazilians to watch the games and manifest their support for the Brazilian National Team and to allow Women football to gain traction in Brazil.
Brief:
Use the massive audience iFood has, with its 50 million active users in Brazil, and take advantage of the fact that iFood has an average 38 minutes per week interaction from active users and serve them the Women FIFA World Cup.
Objectives:
We wanted to show our support to the Brazilian national team and Women football and use the World Cup to increase sales and food orders on our app during the games.
We used iFood app's massive audience and bought the live streaming rights of all 64 Women FIFA World Cup games and broadcast them for free inside our app.
So anyone who opened iFood to order food was able to watch any of the games, and anyone who came to watch the games on iFood because they couldn't find it anywhere else to watch, would be tempted to order food on iFood.
Insights & Strategy
Approach: We did what we do, we delivered what people wanted. That being either football or food and most of the time, both.
Execution
We offered a unique experience for active ifood users and with that further our positioning as the most loved brand in Brazil, while increasing sales and showing support for Women's football.
We did all of that by delivering the best football experience to the hands of 50 million Brazilians, for free.
We did all of that by delivering the best football experience to the hands of 50 million Brazilians, for free.
Results
23% orders increase compared to the same period the year before.
21 Million people watched the games inside our food delivery app.
4.5 Million in earned media.
86% Positive Sentiment about the brand, strengthening even more iFood's position as Brazil's most loved brand.
21 Million people watched the games inside our food delivery app.
4.5 Million in earned media.
86% Positive Sentiment about the brand, strengthening even more iFood's position as Brazil's most loved brand.
2025 Awards
Total Points: 3
Merit
Credits
Agency
DM9 / São Paulo
Chief Creative Officer
Icaro Doria
Chief Strategy Officer
Stephanie Campbell
Creative Director
Alex Adati
Vinicius Curi
Executive Creative Director
Gustavo "Guzera" Alves
Nina Lucato
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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