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Home / ”Change Your Destiny” Campaign for The One Show 2020 Features a Real Peruvian Shaman

”Change Your Destiny” Campaign for The One Show 2020 Features a Real Peruvian Shaman

Playing off the notion that a little bit of luck can help a piece of creative work stand out from all the great competition, Lanfranco & Cordova, New York and Lima, has enlisted the mystical services of an actual Peruvian shaman in the entertaining new integrated campaign for The One Club for Creativity to promote The One Show 2020 call for entries.

The “Change Your Destiny” campaign kicks off with “Cleofe, The Shaman”, featuring Cleofe, a real shaman from Peru who blesses creative work in order to give it some extra good luck before it is entered in The One Show.  

After carrying out in a series of chants, dances and other rituals, Cleofe ends the spot by offering to bless any work sent to him by email at theshaman@oneclub.org.  An auto reply email confirms the shaman has blessed the work and directs the recipient to The One Show website, where the work can be entered into the show.  

“Winning a One Show Pencil is both a great honor and extremely difficult,” said Rolando Cordova, chief creative officer and co-founder, Lanfranco & Cordova (L&C).  “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 chief creative officer and co-founder.  “He was great to work with, and serves as the centerpiece of the fun content film that also works as a direct marketing activation campaign.”

The “Change Your Destiny” campaign may also be adapted and extended globally.  The One Club is currently engaging agencies in different countries to come up with their own culturally relevant version of the idea.  

“The beauty of the idea is that it’s simple and entertaining,” said Kevin Swanepoel, CEO, The One Club.  “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.”

The integrated “Change Your Destiny” campaign also includes a series of followup content films, pre-roll ads, social media pieces, banners, print and posters designed to spread positive energy to this year’s One Show entrants.

New for The One Show 2020

The One Show 2020 entries can be submitted now at http://www.oneshow.org.  First deadline is November 15, 2019, and final deadline for entry is January 31, 2020.  The One Show 2020 juries will be announced shortly.

A few changes have been made for the 2020 One Show to make entering and judging easier.  They include:
  • Separate disciplines for Print and Out of Home entries (formerly together as Print & Outdoor);
  • The formerly separate Social Influencer discipline now a part of the Social Media discipline;
  • The definition of a campaign expanded to include entries with two or more pieces (previously three or more pieces).


Agency: Lanfranco & Cordova, New York and Lima
Chief Creative Officers: Rolando Cordova, Gian Carlo Lanfranco
Creative Director: Ken Tokashiki
Copywriters: Gian Carlo Lanfranco, Rolando Cordova, Ken Tokashiki
Art Directors: Ken Tokashiki, Franco Solsol, Gian Marco Chavez

Production CompanySeñor Z, Lima
Directors: Bacha Caravedo, Chinon Higashiona
First Assistant Director: Alejandra Gomez de la Torre
Director of Photography: Chinon Higashiona
Art Direction: Bettina Fiol
Head of Production: Lorena Ugarteche
Executive Producer: Marinés Contreras
Field Producer: Carmen Tineo
Gaffer: Edmundo Febres
First Camera: Cesar Vallejos Chengue
Second Camera: Arturo Aljacriña 
Technical: Leonardo Aguirre, Walter Espinoza
Production Assistant: Maria Fuentes
Prop Master: Miguel Angel Verano
Casting: Pamela Huaynalaya
Editor: Ignacio Ugarteche
Drone Operator: Ignacio Ugarteche
Audio Director: Sebastian Legaspi
Post Production and Coloring: Eduardo Arriagada Wawin, Miguel Méndez
Audio Post Production: Zumba (Arturo Arellano, Rodrigo Malnati)

The One Club for Creativity, producer of The One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community.  The One Show is a top global awards show for advertising, design and digital marketing, focusing on the creativity of ideas and quality of execution. The global ADC Annual Awards honors creative excellence in craft, design and innovation across all disciplines. Creative Week takes place in New York every May, and is the preeminent festival celebrating the intersection of advertising and the arts.

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The broadcast and digital/social effort touts the DTC brand's super comfortable Merino Wool socks - just in time for football season and colder weather. 

In the :30 spot, titled “Best Damn Merinos,” confusion breaks out in a locker room after a man repeatedly declares that his Bombas Merino Wool socks are so comfortable, they really are “the best damn merinos.” The problem is that everyone thinks he’s referring to Dan Marino. 

The payoff comes at the end of spot when Dan Marino himself appears with a tongue in cheek product plug. “Some might say they’re best damn merinos,” he says. “Not to be confused with me, the best Dan Marino.”

In addition to the :30 spot, the campaign also includes a :60 and two :15’s. 

For every pair of socks it sells, Bombas donates a pair to a homeless shelter - where socks are the #1 most requested item. Bombas recently celebrated its 20 millionth pair donated. 


Client: Bombas
Campaign Title: Best Damn Merinos
Creative/Production/Post: Bindery
Founder: Greg Beauchamp
Executive Producer: Carter Collins
Producer: Drew Toresco
Director: Jeff Chan
Director of Photography: Greg Wilson
Head of Post Production: Jen Gothard
Editor: Matt Dunne
Color: Company 3
Senior Colorist: Tim Masick 
Sound Mix: One Thousand Birds 

Co-Founder, Chief Brand Officer: Randy GoldbergCo-Founder, Creative Director: Aaron WolkCopywriter: Sam BartosVP, Content: Jessica KrantzVP, Partnerships and Communications: Emily Hoffsetter

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