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.

One Show 2023 Social Media Jury

Lukas Calderón Giraldo

Chief Creative Officer

Badillo Saatchi & Saatchi

San Juan

“If ideas are born from experiences, you have to live them. I prefer to listen, change constantly and watch around, I watch even the things that I don't like, you learn from everything during your life, in this business you have to reinvent yourself every single day. I'm one of those who studied advertising by conviction, the one who enjoys what he does and push himself further to deliver more than expected.” In 2008 he began his career in Leo Burnett as part of the digital and shopper marketing team. His experience shows him the path to work in Leo Burnett México and lead Procter & Gamble in the whole region. During three years he ran the regional team of Local Premium Brands of AB InBev in Colombia, Peru and Ecuador in which he unified the communication strategy of the brands but also, he raises the creative potential making more memorable and well-known campaigns, one of them integrates the Fortune Magazine ranking "ideas that change the world". Then he worked as a Creative Director in Leo Burnett and Saatchi & Saatchi Colombia in which he leads a group of 30 creatives that make the work for great brands likes Enel, P&G, Kellogg's and Cusezar. Nowadays he works as a Chief Creative Officer in Badillo Saatchi & Saatchi Puerto Rico. During his journey as an ad man, he has earned more than 100 recognitions in the industry festivals around the world including Cannes Lions, Clio, New York, Kinsale Shark, El Sol, Ojo de Iberoamérica, Effie Colombia, Effie México, Lürzer's Archive and others. He'd work with brands like Coca Cola, Mc Donald's, DirecTV, Alpina (Beverage) and Seguros Bolivar (insurance) Toyota, Lexus, Claro, Wendys.




Follow Us