London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Finalist
Evolution
Social Media
| Entrant: | Ogilvy Brasil, São Paulo |
| Brand: | Magazine Luiza |
| Title: | "Lu from Magalu" |
| Corporate Name of Client: | Magazine Luiza |
| Client Chief Executive Officer: | Frederico Trajano |
| Client Content, Social & Influencer Marketing Manager: | Pedro Alvim |
| Client Content Strategist Lead: | Aline Izo |
| Client Social Media Lead: | Luiz Carlos Lima |
| Client Public Relations: | Ana Herzog |
| Client Voice Over Lu: | Adriana Chagas Fiali Teixeira |
| Client Magalu Content Studio Team: | Magalu Content Studio Team |
| Vogue Brasil: | Vogue Team |
| Agency: | Ogilvy Brasil, São Paulo |
| Chief Creative Officer: | Félix del Valle |
| Executive Creative Directors: | Daniel Schiavon/Ricardo Leme Lopes/Samir Mesquita |
| Associate Creative Directors: | Pedro Gouveia/Breno Rodrigues |
| Agency Account Directors: | Larissa Ferrari/Tatiana Moliterno |
| Agency Head of Operations: | Daniela Paris |
| Agency Operations Director: | Tania Garcia |
| Agency VP Finance: | Marcia Rodrigues |
| Agency Planning Director: | Isadora Prado |
| Agency Media Director: | Leonardo Moraes |
| Agency Media Manager: | Adriana Reimão |
| Production Companies: | Sentimental Filme, São Paulo/Alok Production, São Paulo/OAK Filmes, Ribeirão Preto/Vogue Brasil, São Paulo |
| Directors: | Maurício Guimarães/Luciano Zuffo |
| Executive Producer: | Marcos Araujo |
| Alok Production: | Alok Production Team |
| OAK Filmes: | OAK Filmes Team |
| Music Production Company: | Comando S Áudio Produções, São Paulo |
| Music Executive Producer: | Sergio Rezende |
| Additional Companies: | DPZ&T, São Paulo/Rede Globo, São Paulo |
| DPZ&T: | DPZ&T Team |
| Rede Globo: | Rede Globo Team |
Description:
Lu from Magalu is not just a pretty 3D face. She was born as a virtual assistant in 2003 and today is the face of Magalu, one of the biggest retail companies in Brazil – valued atUS$31.5B.
Her transformation to creator turned her into the biggest virtual influencer in the world, beating global pop culture icons, like Barbie. Lu from Magalu put a retail store in social and cultural contexts that had never been explored by this category.
Hence, she became a pop culture celebrity. Her visibility and engagement exploded exponentially, creating new sources of revenue for Magalu.