The One Show’s Best of Show went to the Johnnie Walker short film "The Man Who Walked Around the World" during the One Club’s 35th Annual event, held last Wednesday at New York’s Lincoln Center.
Featuring actor Robert Carlyle, the film narrates the brand’s history as the actor walks down a country road, shot in one continuous take. In the hands of a lesser agency and director, it would have been just a corporate AVP; instead it won a Gold Pencil in Branded Content and the The One Show’s top honor. (View ad below.)
TBWA/Hunt/Lascaris, Johannesburg dominated the evening by earning two Golds in Outdoor and Innovative Advertising, both for The Zimbabwean "Trillion Dollar Poster" campaign, add-ons to an existing and much-awarded campaign. The agency also earned two Silvers and a Bronze pencil.
Asian agencies only received two Gold, five Silver and two Bronze Pencils. Ogilvy & Mather Singapore accounted for one Gold, one Silver and two Bronze winners, for Unilever. JWT Singapore took home one Gold and one Silver Pencil for its WWF "Noughts & Crosses" work and a Bronze. Redifussion Y&R Mumbai earned two Silvers for its client SeventyMM. BBDO Proximity/Singapore picked up a Silver Pencil for Mercedes Benz.
The Philippines did not win any Pencils. However, TBWASantiago Mangada Puno received three The One Show Merit Awards for its Boysen "Hibiscus", "Violet" and "Yellowbell". Likewise, Ace Saatchi was given two for its Outdoor Essentials campaign and one for its Vespa "Our Ride" work.
Elsewhere, strong campaign winners included the Diesel "Be Stupid" campaign out of Anomaly, New York, which nabbed two Golds, in Outdoor and Collateral. Gatorade "Replay," created out of TBWA/Chiat/Day, L.A. also won two Gold Pencils, for Branded Content and Integrated Branding.
Canal+ "Closet," from BETC Euro RSCG/Paris, also received two Golds in TV and Cinema. Pfizer Canada’s "Viagra Confessions" campaign, by Taxi, Toronto, won a campaign Gold and a single Gold Pencil, for the Antiquing spot.
Other Gold Pencil winners were Wieden+ Kennedy, Portland’s "The Man Your Man Could Smell Like" commercial for Old Spice and Nike’s Livestrong Campaign; Lion Nathan/James Boag Pure Waters" out of Publicis Mojo and BBDO, New York’s Cube campaign for HBO.
The One Club also awarded its first Green Pencil, to the Berghs School of Communication and Stockholm University in Sweden, for their MillionTreesNYC program, which seeks to plant and sustain one million trees across all NYC boroughs over the next decade.
Proctor & Gamble was "Client of the Year".
