The One Show announced the winners of the Gold, Silver and Bronze Pencils at Jazz at Lincoln Center in the Time Warner Center.
Top honors for “Best of Show” went to McCann Worldgroup SF & T.A.G. for their integrated branding campaign created to launch Microsoft’s XBOX Halo 3 video game. The campaign centered on a real world diorama built to commemorate the fictional battle between mankind and its alien enemy and painted a picture of the ultimate hero—Master Chief.
Through TV spots of accounts from battle veterans, online interactive flyovers of the entire monument and outdoor ads designed to look like commemorative murals and plaques—the audience started to see Halo 3 as a story with real emotion and Master Chief as a hero who personified courage duty and sacrifice.
“The ‘Believe’ campaign catapulted Halo 3 from an ordinary video game into a worldwide cultural phenomenon due to its ability to build an emotional rapport with the audience,” said Mary Warlick, CEO of The One Club. “The innovative stream of interactive TV, Web and cinema advertisements was an inspired approach that successfully attracted an audience beyond the typical gamer.”
Burger King was named 2008 Client of the Year. Burger King enhanced its brand with some of the most effective creative and collaborative advertisements, including two exemplary campaigns by Crispin Porter + Bogusky; “WhopperFreakout” and “Simpsons Integrated.”
“WhopperFreakout” was a social experiment designed to prove that people really loved the signature Whopper by discontinuing it for one day in one town and creating a fully integrated campaign from the resulting documentary-style footage.
“Simpsons Integrated” paired America’s favorite glutton, Homer Simpson with Burger King—creating spots that featured Homer’s love of Burger King and an interactive Web site replete with the ability for fans to turn their own photos into ‘Simpsonized’ versions of themselves.
The top Pencil winners at this year’s One Show include:
TBWA Network: 12 Total (2 Gold, 6 Silver, 4 Bronze)
BBDO New York: 9 Total (5 Gold, 2 Silver, 2 Bronze)
Saatchi & Saatchi: 7 Total (4 Gold, 2 Silver, 1 Bronze)
Ogilvy & Mather: 6 Total (1 Gold, 2 Silver, 3 Bronze)
Leo Burnett: 5 Total (4 Silver, 1 Bronze)
McCann Worldwide: 5 Total (4 Gold, 1 Bronze)
Crispin Porter + Bogusky: 4 Total (2 Gold, 1 Silver, 1 Bronze)
Jung Von Matt: 4 Total (1 Gold, 2 Silver, 1 Bronze)
Wieden + Kennedy: 4 Total (3 Silver, 1 Bronze)
