The big news at the 2014 One Show wasn't Old Spice, Vines or Alec Baldwin (though admittedly, it was big news when we announced he was hosting the show). After nearly 10 years of having three, and then four, separate shows for advertising, design, interactive and branded entertainment, the disciplines were combined and advertising's biggest night returned to being just one show.
On Friday, May 9, The One Show awarded the Gold Pencil winners across all of the categories from print to television to web and package design, all in one night. As integrated campaigns become ubiquitous, the need for separate silos for each discipline disappears, as was evidenced by the fact that "Epic Split" by Forsman and Bodenfors was voted Best of Show by three separate juries in advertising, interactive and branded entertainment.
Big winners included "Momsong" for Old Spice by Wieden+Kennedy, "Smarter Outdoor" for IBM by Ogilvy in Paris, Fiat "Letters" by Leo Burnett Tailor Made in So Paulo, "Climate Name Change" by Barton F. Graf 9000 and Honda "Hands" by Wieden+Kennedy London. Volvo was named Client of the Year and Grey Brazil was awarded the Green Pencil for WWF "Deforested Field."
In general, the print and television juries praised the work but several cautioned that the level of craft wasn't up to par as compared to more recent years.
"The blurring of lines in all categories seems to be on an exponential pace and those categories can't seem keep up with the innovation of creative people, which is a wonderful thing," says Chris Jacobs, executive creative director at Cramer-Krasselt. "All that said, there is one victim I see in this new landscape of 'anything is possible.' And that victim is craftsmanship. Yes, there were examples where I saw it in spades. But overall I could see the speed of our efforts impacting the craft a bit. I'm hopeful that trend will change once we get a little more comfortable with all of this change."
"As people try to work out what the future looks like, the creativity is leaving the traditional space," echoes Janet Kestin from Swim. "People seem to be putting less care and thoughtfulness into the 'feeling' media - film, radio, than in the past. I fear that this is partly because of fragmented budgets, so when you couple less faith in the power of film with a belief that it takes money to do great work the outcome is a downgraded product. On the upside, all that creativity and energy is being diverted into the more immediate, two-way spaces. Design, digital everything that used to be the tail, now seems to be the dog. And rightly so, but remembering that stories are the primary tool humans use to communicate is important, too."
The good news is that many agencies around the world were using their creativity to help humanity in some form. Creativity for the greater good was evident in work from Coca-Cola to Dove to Intel, which was also the theme for this year's Creative Week Festival in May.
"Much of the best work not only tried to be creatively brilliant, it tried to make the world a better place at the same time," notes Matt Eastwood, chief creative officer at DDB. "Dove 'Real Beauty Sketches,' Coke's 'Small World Machines,' 350 Action's 'Climate Name Change,' even IBM's 'Smarter Outdoor' tried to make the world a little more pleasant. It's a great trend and one that I hope continues for many years to come. Bill Bernbach firmly believed that 'Creativity can change the world for the better.' So, it was great to see agencies and clients embracing that responsibility and generating work that achieves both creative excellence and social significance.
As with the creative itself, the One Show judges noticed that there was an "art to storytelling" when it came to case-study films. Among the "don'ts," Anselmo Ramos from Ogilvy & Mather Brazil listed "Bad idea with a great case study (no, judges don't fall for that)" and "Most importantly, video case studies that finish with 'most importantly."
Judge Masako Okamura from Dentsu Vietnam, puts it succinctly: "Be focused and make good, impactful videos. Be simple and relevant to the category you submit entries for. The big winner such as 'The Epic Split' was supported by different videos entered into other categories. Each episode was intriguing and interesting, we felt like we were putting a puzzle together before we could see the big picture on how Volvo's truck is great and perfectly engineered. Put yourself in the shoes of a jury. Make videos that will entertain the juries. That's the secret to the shortest way to be a winner! (But just don't make up a story)."