NEW YORK, USA — Three agencies in the Asia-Pacific region won special awards at The One Show 2022 awards ceremony in New York, including two Best of Disciplines and a Fusion Pencil.
Cheil PengTai Beijing with Cheil Hong Kong was awarded the Best of Discipline in Gaming for “The Cost of Bullying” on behalf of Samsung.
Best of Discipline in Radio & Audio went to Dentsu Webchutney Bengaluru for “The Unfiltered History Tour” on behalf of VICE World News.
The other Special Award of the night for the region was a One Show Fusion Pencil win by FCB India Delhi with FCB Chicago for “The Nominate Me Selfie” on behalf of The Times Of India and Political Shakti. The Fusion Pencil is the industry’s first global award to recognize great work that best incorporates DEI principles and underrepresented groups in both the creative content of the work and the team that made it.
This year’s top One Show honors, based upon cumulative scores for Pencils and Merits won across all disciplines, are:
- Agency of the Year — Leo Burnett Chicago
- Independent Agency of the Year — L&C New York
- Brand-Side Agency of the Year — Google Devices & Services Creative Team Mountain View
- Network of the Year — Ogilvy Group
- Creative Holding Company of the Year — Omnicom Group
- Production Company of the Year — Hungry Man Los Angeles
- Music & Sound Company of the Year — Beacon Street Venice
- Client of the Year — Unilever
- Non-Profit Client of the Year — Change the Ref
- Brand of the Year — Google
Leo Burnett Chicago was awarded Best of Show and three Best of Disciplines for “The Lost Class” on behalf of Change the Ref.
The One Show 2022 Best of Discipline winners:
- Brand-Side — draftLine AB InBev Colombia Bogotá with Abaco Bogotá and Macarena Bogotá “Tienda Cerca” for AB InBev Colombia, Tienda Cerca
- Branded Entertainment — Mojo Supermarket New York with Active Theory Los Angeles, “DojaCode” for Girls Who Code
- Creative Effectiveness — Ogilvy UK London with Ogilvy Toronto “Courage is Beautiful” for Dove
- Creative Use of Data — Leo Burnett Chicago with Hungry Man Los Angeles “The Lost Class” for Change the Ref
- Experiential & Immersive — Leo Burnett Chicago with Hungry Man Los Angeles “The Lost Class” for Change the Ref
- Film — Riff Raff Films London with 750mph London and Moving Picture Company London, and Final Cut London “Open Spaces” for Burberry
- Design — Google Mountain View with Google Creative Lab New York for its own “Timelapse in Google Earth”
- Direct Marketing — Publicis Italy Milan with Prodigious Milan, JAJAFilms Barcelona and TresBien Buenos Aires, “Shutter Ads” for Heineken
- Gaming —Cheil PengTai Beijing with Cheil Hong Kong “The Cost of Bullying” for Samsung
- Health & Wellness — L&C New York with Suitcase Productions New York and Agosto Lima “Pinatex” for Dole Sunshine Company and Ananas Anam
- IP & Products — Google Devices & Services Creative Team Mountain View for its own “Real Tone”
- Interactive, Online & Mobile — GUT São Paulo with HEFTY São Paulo, I Hate Flash São Paulo and Mol São Paulo, “Hidden Spots” for Heinz
- Interactive & Mobile Craft — Mojo Supermarket New York with Active Theory Los Angeles, “DojaCode” for Girls Who Code
- Integrated — BBH USA New York with Anonymous Content Los Angeles and Cabin New York, “Black-Owned Friday” for Google
- Moving Image Craft — Serviceplan Germany Munich “The Wish” for Penny
- Music & Sound Craft — BBDO New York “Teenage Dream” for Sandy Hook Promise
- Out of Home — Leo Burnett Chicago with Hungry Man Los Angeles “The Lost Class” for Change the Ref
- Pharma — Special Auckland with The Post Office Auckland “David’s Unusables” for Motor Neurone Disease New Zealand (MND NZ)
- Print — Africa São Paulo “The Most Valuable News” for Folha de S.Paulo Newspaper
- Public Relations — Jung von Matt DONAU Vienna “Vienna Strips on OnlyFans” for Vienna Tourist Board
- Radio & Audio — Dentsu Webchutney Bengaluru “The Unfiltered History Tour” for VICE World News
- Social Media — McCann Paris Neuilly-sur-Seine with McCann Health London, McCann Worldgroup Germany Düsseldorf and Weber Shandwick Neuilly-sur-Seine, “The Bread Exam” for Spinneys and the Lebanese Breast Cancer Foundation
The One Show 20221 Special Awards
The One Show CMO Pencil recognizes the brand-side marketer behind the world’s single most impactful idea on a brand’s business from the past year. For the first time in the history of this special award, The One Show honored co-winners at the brand.
Lorraine Twohill, CMO at Google, received the award along with Florian Koenigsberger, image equity lead, Google, for “Real Tone”, a collection of technical improvements to the Pixel 6 camera and Google Photos that more accurately and beautifully highlight the nuances of all skin tones. The exception made this year to include Koenigsberger as a co-winner is in recognition of the critical role he played in making this innovative and important technology a reality.
The prestigious One Show 2022 Penta Pencil, awarded to the agency and brand who together have created outstanding creative work for the last five years, was presented to Ogilvy UK and Dove.
Winning Fusion Pencils this year along with FCB India Delhi were:
- BBH USA New York City with Anonymous Content Los Angeles and Cabin New York, “Black-Owned Friday” for Google
- Zulu Alpha Kilo Toronto with Zulubot Toronto, “The Micropedia of Microaggressions” for Black Business and Professional Association, et al.
There were two One Show Green Pencil winners, recognizing the most environmentally conscious creative work for the year:
- L&C New York with Suitcase Productions New York and Agosto Lima “Pinatex” for Dole Sunshine Company and Ananas Anam
- Saatchi & Saatchi New York with Biscuit Filmworks Los Angeles and Pickle Music New York, “#TurToCold” for Procter & Gamble, Tide
The One Show Sustainable Development Goals (SDG) Pencil, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands for work that betters the world and contributes to securing a sustainable future for all, went to:
- L&C New York with Suitcase Productions New York and Agosto Lima “Pinatex” for Dole Sunshine Company and Ananas Anam
- Wunderman Thompson Colombia Bogotá “Waterlight” for E-Dina Energy
The One Show Cultural Driver Gold Pencil, recognizing influential ideas and executions that had a major impact in their respective cultures and environments, and exist outside the traditional categories in advertising and design, was awarded to McCann Paris Neuilly-sur-Seine with McCann Health London, McCann Worldgroup Germany Düsseldorf and Weber Shandwick Neuilly-sur-Seine, “The Bread Exam” for Spinneys and the Lebanese Breast Cancer Foundation.
All One Show 2022 Gold, Silver, Bronze and Merit winners were announced yesterday.
Globally, Leo Burnett Chicago capped off a hugely successful year tonight at The One Show 2022, picking up Best of Show, three Best of Disciplines and 20 Gold Pencils for Change the Ref “The Lost Class”. The work was the most awarded entry at The One Show 2022, winning 20 Gold Pencils, four Silver, five Bronze and seven Merits. Hungry Man Los Angeles took home one of the Silvers and Merits for the work.
McCann Paris Neuilly-sur-Seine picked up nine Gold Pencils, all for “The Bread Exam” for Spinneys and the Lebanese Breast Cancer Foundation. Africa São Paulo won eight Golds, including four each for House of Lapland “Salla 2032” and Folha de S.Paulo Newspaper “The Most Valuable News.”
A total of 19,579 pieces from 66 countries and regions were entered in The One Show 2022, an increase of 10.5 percent over last year. Agencies, studios, brands, production companies and designers in 44 countries and regions were awarded 193 Gold Pencils, 163 Silver, 233 Bronze and 1,022 Merits.
The showcase of all One Show 2022 Pencil and Merit winners can be viewed here, and a pdf list of all winners can be downloaded here.
The One Show 20221 Global, Regional and Country Creative Rankings will be announced on May 23.
Creative Week 2022 sponsors include Shutterstock and Verizon.
The One Club for Creativity, producer of The One Show, ADC Annual Awards, Type Directors Club Communication Design and Typeface Design awards, Young Guns, and Creative Week, is the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community. The One Show is a top global awards show for advertising, design and digital marketing, focusing on the creativity of ideas and quality of execution. Established in 1921, the global ADC Annual Awards are the world’s longest continuously running creative award for advertising and design, honoring excellence in craft, design and innovation. Creative Week takes place in May, and is the preeminent festival celebrating the intersection of advertising and the arts.
