The One Show Hired a Real Peruvian Shaman to Bless This Year’s Entries

Lima-based agency Lanfranco & Cordova headed deep into the Andes for the awards show's new video star

Cleofe the Shaman reviews and blesses entries in The One Show's call for entries. The One Club
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Normally, finding out that you need yet another person’s blessing on your campaign is a frustration. But this time, it’s a good thing.

For the video announcing its newest call for entries, The One Show turned to Lima-based agency Lanfranco & Cordova, which trekked deep into the Andes alongside production company Señor Z to find their star: Cleofe the Shaman.

Cleofe, a real and practicing Peruvian shaman, then agreed to bless this year’s One Show entries—along with, for some reason, a picture of McCann Worldgroup global ECD John Mescall, who served as Film jury chair for the show’s last round of submissions.

While this concept certainly could have been handled in a cringe-inducing way if approached from the wrong perspective, the local team behind the spot bring a suitable level of craft and respect, while also letting Cleofe’s charm and sense of humor shine through.

“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, co-founder and CCO of Lanfranco & Cordova. “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.”

Emailing your work to supposedly gets your work blessed by Cleofe, though it’s really just an auto-responder that points you to the official submission site.

“Winning a One Show Pencil is both a great honor and extremely difficult,” said Rolando Cordova, the agency’s other co-founder and CCO. “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.”

The promotional campaign for the new awards season is called “Change Your Destiny” and will include more films, pre-roll ads, social media posts, banners, print ads and posters.

“The beauty of the idea is that it’s simple and entertaining,” said Kevin Swanepoel, CEO of 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 big winners in the 2019 One Show awards were Wieden + Kennedy Portland for its Colin Kaepernick-centered Nike work, along with Droga5, which took home 15 golds for work on The New York Times and Tourism Australia.

Beginning with the new round of submissions, the Print and Out of Home entries will be in separate categories rather than being bundled together under Print & Outdoor. The Social Influencer discipline, previously separate, is now part of the Social Media category. The definition of a “campaign” has also been revised to include entries with two or more pieces. Previously, a campaign was defined as having three or more pieces.


Client: The One Club for Creativity
Brand: The One Show 2020
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 Company: Señor 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
Postproduction and Coloring: Eduardo Arriagada Wawin, Miguel Méndez
Audio Postproduction: Zumba (Arturo Arellano, Rodrigo Malnati)

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."