37Th Annual One Show Announces Gold, Silver And Bronze Pencil Winners
The One Show
May 10, 2012
The world’s top agencies, creatives, brands and VIPs joined The One Club this evening to honor and celebrate this year’s best in creative advertising at the prestigious One Show Awards, considered the ultimate achievement in the industry, hosted by Fabio Lanzoni, celebrity model, actor and spokesperson. A total of 115 Gold, Silver and Bronze Pencils were awarded, representing 26 different countries, with “Best of Show” honors going to Mother New York for its innovative “Little Marina” campaign created for Target.
“Not only did fashionista and blogger ‘Little Marina’ play a key role in the conversation during New York Fashion Week, she became the talk of the town,”” said Kevin Swanepoel, President at The One Club. “It’s no surprise that Mother New York’s Target campaign remains the talk of our creative industry with its ‘Best in Show’ honors.”
K-Swiss was named Client of the Year for its work featuring the character Kenny Powers from the HBO series, Eastbound and Down. The integrated campaign, created by 72andSunny in Los Angeles, centers around a short film titled “MFCEO” depicting Powers as the new CEO of K-Swiss with appearances by Dallas Maverick’s owner Mark Cuban and director Michael Bay.
Other Gold Pencil winners include David and Goliath’s “Drive the Dream” for Kia Motors, Old Spice “Smell is Power” by Wieden+Kennedy in Portland, Canal+ “The Bear” by BETC Euro RSCG in Paris and “Dips Desperado” for Doritos by AMV BBDO in London.
Top Pencil winners in this year’s One Show by country are as follows:
43 – United States (14 Gold, 11 Silver, 18 Bronze)
10 – Germany (6 Gold, 2 Silver, 2 Bronze)
9 – United Kingdom (2 Gold, 4 Silver, 3 Bronze)
8 – Malaysia (2 Gold, 4 Silver, 2 Bronze)
5 – Canada (2 Silver, 3 Bronze)
5 – Argentina (1 Silver, 4 Bronze)
4 – China (3 Gold, 1 Bronze)
Top Pencil winners in this year’s One Show by agency are as follows:
6 – Wieden+Kennedy/Portland (3 Gold, 2 Silver, 1 Bronze)
5 – 72and Sunny/Los Angeles (4 Gold, 1 Bronze)
5 – Ogilvy Malaysia/Kuala Lumpur (2 Gold, 3 Silver)
3 – AMV BBDO/London (2 Gold, 1 Silver)
3 – BBDO/New York (2 Gold, 1 Bronze)
3 – JWT/Shanghai (2 Gold, 1 Bronze)
In addition, the Green Pencil, which is awarded to the most environmentally conscious work of the year, went to Droga5 for its “Windmade” logo for Vestas. The icon is the world’s first that highlights products manufactured using wind energy
Produced annually by The One Club, the world’s foremost nonprofit organization whose mission is to champion excellence in advertising, the 2012 One Show awards competition received nearly 20,000 entry pieces from 64 countries around the world. A complete list of winners can be found at www.oneclub.org. In addition, Pencil winners will be featured in the commemorative One Show Annual, to be released later this year.
The One Show is part of Creative Week NY, a weeklong program of speakers, seminars, exhibitions, and special events celebrating creativity in all its forms and proclaimed an annual citywide event since 2008 by New York City Mayor Michael Bloomberg. Corporate Creative Week sponsors are Adobe, Facebook, GE, Google, Microsoft Advertising and Pictela. One Show media partners are BestAdsonTV, Bizcommunity, Campaign Brief, and Marketing Magazine Canada. Special thanks go to Design Army for the graphic design of the 2012 One Show and to Mullen for creating the interactive Kill for a Pencil game, released as a prelude to the One Show awards.