McCann Worldgroup and T.A.G. of San Francisco convinced The One Show jury that their “Believe” campaign, for XBOX’s video game Halo3, was worthy of the Best of Show.
“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.”
“Whopper Freakout”, a spot where Burger King stopped selling Whoppers and documented consumer reactions, and “Simpsons Integrated”, where the QSR paired Homer with its King, helped to win them Gold Pencils, as well as “Client of the Year.” Crispin Porter + Bogusky is the agency of record for Burger King.
Another big winner was HBO “Voyeur”, an outdoor installation as well as a TV and online effort. It won Gold Pencils for Integrated Branding Campaign, Innovative Use of Marketing and overall Campaign work.
HBO Voyeur enabled people to explore the lives of characters in an apartment tenement. Clues were distributed online and in print to help them thread the stories together. It was created by BBDO,
This year also commemorated One Show’s first People’s Choice Award, chosen on OneShow.TV. The honor went to BBDO’s Lifesavers campaign.
Combined, the
On the previous night of the One Show Festival Week, the
David Guerrero, chairman and chief creative officer of BBDO Guerrero, was quite pleased. “A One Show Pencil is one of the highest honors on the creative awards show circuit. So we are very happy to have picked up our third one in two years.”
“Winning a One Show Pencil is a career-defining honor,” said Mary Warlick, Chief Executive Officer of The One Club. “While there are many other shows that hand out advertising awards, only by being awarded a Pencil are you held up to the highest of standards.”
The One Club, produces the One Show, now in its 33nd year. The One Show is one of three annual awards programs that make up the One Show Festival Week held from May 5-9. The festival also includes One Show Design and One Show Interactive. Winners of all three awards programs receive Gold, Silver and Bronze Pencils, considered a major achievement within the advertising industry.
This year, One Show alone received over 17,000 entries (and more than 24,000 entries for all three shows combined) from more than 60 countries. The major categories Pencils are awarded in include: Consumer Newspaper, Consumer Magazine, Small Space Print, Outdoor, Trade, Collateral, Public Service & Political Advertising, Consumer Radio, Consumer Television, Non-Broadcast, Innovation in Advertising and Integrated Branding.
