The awards body that recognizes how entertainment and brands are linked, the One Show Entertainment, announces its 2010 winners. The One Show Entertainment honors the best in avant-garde creativity in film, television, music, gaming, and related media.
Held at the American Cinematheque’s Egyptian Theatre in Los Angeles last week, the 2nd One Show Entertainment awarded 22 metals, including six Golds.
Creative Artists Agency bagged the most Golds, a total of two, for its work for Microsoft’s “bing-a-thon” under Online Videos, Movies, Webisodes/Podcasts, and Activision for “Guitar Hero” under Integration of Brand in a Music Environment.
Other Gold winners include: Ogilvy Entertainment for Dupont,"DuPont: Helping Rebuild Greensburg" under Unscripted Series; BBDO New York for HBO, “Cube Film Installation” under Creative Positioning of a Brand Outside Traditional or Online Media; Saatchi & Saatchi Frankfurt for Main Taxi Frankfurt, "Piss Screen Bluetooth" under Offline Gaming; and JWT New York for Macy’s – "Yes, Virginia" under Specials or One-Time Screening. 

Considering the wide range of media, and specific categories, the One Show Entertainment employed a colorful panel of judges, as well, like, Jury Chair Jae Goodman-Chief Marketing Officer of CAA; Evan Shapiro-President of IFC tv and Sundance Channel; Jordan Levin-Founding Partner/CEO of Generate; Ted Royer-Partner/Executive Creative Director of Droga5; Michael Siegenthaler-Director of Branded Entertainment-Microsoft; Andrew Keller-Co-Executive Creative Director of Crispin Porter + Bogusky; Howard T. Owens-Co-head of Domestic Television-Reveille; Neal Tiles-President of G4 Media; Susan Bonds-CEO of 42 Entertainment; Tera Hanks-Brand Agent of CAA; and Mark D’Arcy-President, Chief Creative Officer of Time Warner Global Media Group.
The 2nd One Show Entertainment Awards winners are:
Branded Applications

Silver
WWF China -"Fate’s in your hands" – Bartle Bogle Hegarty China


Bronze
Procter & Gamble/Gillette – "uArt" – BBDO New York 

Volkswagen – "Real Racing GTI" – AKQA 

PlayStation – Sony Computer Entertainment UK – "Killzone 2 Webgame" – Agency Republic 

Online Gaming

Silver
Frito Lay Doritos – "Asylum 626" – Goodby, Silverstein & Partners 


Bronze
Gatorade – "Gatorade NBA 2K9" – OMD 

NGK Spark Plugs – "Haus of Hotties" – Engauge 


Unscripted Series

Gold
DuPont – "DuPont: Helping Rebuild Greensburg" – Ogilvy Entertainment 


Bronze
Nivea – "Nivea Hugger or Kisser" – OMD 

Nike China – "Chase" – Wieden + Kennedy Shanghai 

Cellular South – "Y’all vs Us" – Young & Rubicam 

Online Videos, Movies, Webisodes/Podcasts
Gold
Microsoft -"bing-a-thon" – Creative Artists Agency 

Silver
HBO – "HBO Imagine Integrated Campaign" – BBDO New York 
Lion Nathan – "6 Beers of Separation" – BMF


Bronze
Sony Ericsson – "Puppy Pulling Power" – Saatchi & Saatchi Frankfurt 
DC Shoes – "Gymkhana Two" – DC Shoes 
LEGO Systems -"LEGO CL!CK" – Pereira & O’Dell 

Documentaries

Silver
Microsoft – "Dr. Bing" – Creative Artists Agency


Bronze
NYC & Co, and Warner Brothers – "Oasis ‘Dig Out Your Soul’ – In the Streets" – BBH New York

Creative Positioning of a Brand Outside Traditional or Online Media

Gold
HBO – "Cube Film Installation" – BBDO New York
Silver
HBO/Big Love – "HBO Audio Mural Installations" – BBDO New York


Bronze
NIKE JAPAN – "NIKEiD GENERATOR" – beacon communications k.k. 

Specials or One-time Screening

Gold
Macy’s – "Yes, Virginia" – JWT New York 


Silver
Cellular South – "Y’all vs Us" – Young & Rubicam


Bronze
Toyota Motor Corporation Australia – "Country Australia Border Security – Nothing Soft Gets In" – Saatchi & Saatchi Australia
Integration of a Brand in a Music Environment
Gold
Activision – "Guitar Hero" – Creative Artists Agency


Silver
Adobe – "John Mayer Augmented Reality Music Video" – BLITZ


Bronze
California Milk Processor Board – "White Gold i-tunes" – Goodby Silverstein & Partners" 

State Farm – "Los Felinos de La Noche" – FiRe Advertainment/Alma DDB 


Offline Gaming
Gold
Main Taxi Frankfurt – "Piss Screen Bluetooth" – Saatchi & Saatchi Frankfurt
Silver
ESPN Monday Night Football – "Monday Night Football "Interactive Storefronts"" – Wieden+Kennedy New York 

Henkel Rubson – "Chaos at Home" – DDB, Paris 

Theatrical and DVD Releases

Silver
Lionel – "Lionelville" – Creative Artists Agency
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