Playing off the idea that a little bit of luck can help a piece of creative work stand out from all the great competition, Lanfranco & Cordova traveled to the Peruvian Andes to enlist the mystical services of Cleofe, an actual shaman who blesses entries. The first spot of the entertaining “Change Your Destiny” campaign launched in September 2019.
In the new :30 spots, the agency takes us behind the scenes to watch Cleofe blessing creative work that has actually been submitted to this year’s One Show:
Mother Land, featuring the entry “8000km Runway” by Goodzilla/Shanghai for Jack Jones.
Dietz Nutz, featuring “Dietz Nuts” by Red Tettemer O’Connell + Partners for Dietz & Watson.
Blessing Your Craft, featuring “Stop At Nothing” by Widen+Kennedy London for Nike.
Titanic, featuring “Martha & Snoop’s Potluck Party Challenge – Titanic” by VH1.
Virtual Blessing (general)
“Winning a One Show Pencil is both a great honor and extremely difficult,” said Rolando Cordova, CCO, co-founder, Lanfranco & Cordova, NY and Lima. “We decided to offer agencies and brands some help this year by working with an actual Peruvian shaman to star in the campaign and give positive energy to all the work entered in the show.”
According to the agency, the campaign concept has some roots in reality. The co-founders said they know some creative colleagues who go to various lengths to give their work good luck before entering it in awards shows for judging.
“We partnered with local production company Señor Z in Lima and traveled to the remote Peruvian Andes to find Cleofe, who practices ancient blessing rituals,” said Gian Carlo Lanfranco, L&C CCO, co-founder. “He was great to work with, and serves as the centerpiece of these fun content films.”
“The beauty of the idea is that it’s simple and entertaining,” said Kevin Swanepoel, CEO, The One Club for Creativity. “The One Show exists to elevate and celebrate the best work in the world. With so much amazing creative work entered each year, a little bit of extra luck could make the difference in an entry breaking through with our judges.”
Deadline to enter The One Show 2020 is January 31, 2020