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MANILA, APRIL 10, 2013 – The One Show has announced the finalists for its 2013 competition, and the Philippines managed to net six slots, courtesy of BBDO Guerrero, DM9 JaymeSyfu and Y&R Philippines.
BBDO Guerrero leads the shortlist tally among the three agencies, with its ‘Persistent Headaches’ campaign for Saridon listed for four slots under Consumer Television category.
DM9 JaymeSyfu is competing under Collateral for its work ‘Paris’ for MotoItalia Philippines, while Y&R’s shortlist is under Public Service for Maynilad’s ‘Anti-Dengue Mosquito Trap’.
The 40th Annual One Show Awards registered 508 finalists including television, integrated branding, cinema and a wide spectrum of print medium, coming from 110 agencies and 34 different countries.
The creative work submitted for The One Show 2013 revealed a number of industry trends:
A new surge of creative work appeared for traditional brands, such as Ragu by Barton F. Graf 9000, New York; Oreo, with work by multiple agencies; American auto company Dodge and Procter & Gamble by Wieden + Kennedy, Portland; Procter & Gamble’s Duracell and Tide by Saatchi & Saatchi, New York; and Coca-Cola, with work by multiple agencies.
Storytelling, supported by strong narrative and masterful craftsmanship, was paramount in work by this year’s finalists such as Unilever’s "Susan Glenn" by BBH New York, the Guardian’s "Three Little Pigs" by BBH London, and The Richards Group’s finalist for RAM Trucks.
There was also a "feel good" thread that ran through many of this year’s finalists, including Nike’s "The Jogger" and Procter & Gamble’s "Best Job" by Wieden + Kennedy; Banco Popular’s "The Most Popular Song" by JWT San Juan; and Mini New Zealand’s "Free Car with Every Dog" by DraftFCB New Zealand.
"Growing confidence in both the economy and advertising industry has influenced creative output," said CEO Mary Warlick in a statement. "We saw spots with very in-depth storytelling. Agencies were not afraid to extend themselves with superb craftsmanship and unique messages such as Metro Trains’ "Dumb Ways to Die" by McCann Melbourne. We also saw a lot of ‘feel good’ ads, which seem to reflect a general hopefulness consumers may be feeling."
Overall, The BBDO network topped agencies with 63 finalists, followed by the Ogilvy network with 44 finalists, and the DDB network with 35.
The prestigious Pencil awards (in Gold, Silver and Bronze) for the One Show Design, One Show, and One Show Interactive will be presented to winners on May 6, 8 and 10 in New York.
Download the full lists of One Show and One Show Interactive finalists.
