Honda’s “Grrr,” out of Wieden + Kennedy (W+K), London, scored Best of Show at The One Show, which was held this week (5/11) at New York’s Jazz at Lincoln Center. Meanwhile, Burger King’s “Subservient Chicken,” out of Crispin Porter + Bogusky (CP+B), Miami, won Best of Show at the One Show Interactive competition.
“Grrr,” an animated spot directed by Smith and Foulkes of Nexus Productions, London, tells the tale of how Kenichi Nagahiro, an engineer at Honda, hated diesel engines, and wound up creating a new engine, the VTEC. The ad features diesel engines flying through a colorful landscape filled with bunnies and rainbows while a catchy tune, performed by Garrison Keillor, asks: “Can hate be good?” The answer, in the form of the new engine, is yes. “Grrr” also won a Gold Pencil in the consumer/over :30 category.
The Subservient Chicken campaign, which also won a Gold Pencil at the Interactive Show, features a Web site with a chicken that responds to viewer requests that it complete certain actions, such as dancing or jumping jacks.
The Gold Pencil for exceptional innovation in marketing/campaign went to Ford’s “Fiesta” campaign, which was produced by The Viral Factory, London, for agency Ogilvy & Mather, London. Henry Littlechild of Outsider, London and Santa Monica, directed the package. The Silver honor in the category went to Burger King’s integrated “Chicken Fight,” which included work directed by The Glue Society of bicoastal/international @radical.media.
An exceptional innovation in marketing/single Gold Pencil was given to adidas’ “Impossible Sprint” package out of TBWA/180 Japan, Tokyo, and produced by Media Concierge. A Silver Pencil in the category went to an ESPN/Miller short film called “The Squeeze,” out of Ground Zero, Marina del Rey, Calif., and directed by Laurence Thrush of bicoastal Headquarters.
The Gold Pencil for integrated branding campaign went to a package for Science World, out of agency Rethink, Vancouver, B.C. Michael Downing of Radke Films, Toronto, helmed broadcast elements for the package. (Downing is repped stateside via harvest, Santa Monica.) A series of short films for Converse, out of Butler, Shine, Stern & Partners, Sausalito, Calif., scored a Silver Pencil in the category.
In addition to “Grrr,” adidas’ “Unstoppable,” out of TBWA/180, San Francisco, and directed by Brian Beletic of bicoastal Smuggler, scored a Gold Pencil in the consumer/over :30 category. The Silver Pencil in the category went to Nike’s “What If?” via Wieden + Kennedy, Portland, Ore., and directed by Ulf Johansson of Smith & Jones, Los Angeles.
A Gold Pencil for consumer television/over :30 went to a trio of adidas spots out of TBWA/180. The three spots were: the aforementioned “Unstoppable”; “Carry,” directed by Noam Murro of Biscuit Filmworks, Los Angeles; and “Made To Perfection,” directed by Rupert Sanders via Omaha Pictures, Santa Monica. Sanders is now with bicoastal/international Morton Jankel Zander(MJZ). The Silver honor in that category went to Orange’s “Goldspot,” out of Mother, London, and directed by Bryan Buckley of bicoastal/international Hungry Man.
A Gold Pencil for consumer television/:30/:25 campaign went to Ameriquest’s “Surprise Dinner,” :Mini Mart,” “Mother-in-Law,” and “Parking Meter,” out of DDB Los Angeles, and directed by Craig Gillespie of MJZ. Winning Silver in the category was Virgin Mobil’s “For The Love of Music” campaign out of Fallon, New York, and directed by MJZ’s Kuntz & Maguire, Tom and Mike, respectively. (Kuntz now directs solo via MJZ, while Maguire has since joined Goodby, Silverstein & Partners, as a creative director.)
In the consumer television/commercial of varying length category, the VH1 campaign entitled “Beyond Music” won a Gold Pencil. The package was directed by Andy Fogwill and Agustin Alberdi of Landia for la comunidad, Miami Beach, Fla. The Silver in the category went to a four-spot Sony PlayStation 2 package out of TBWA, London. Daniel Kleinman directed the ads–“Golfers,” “Traders,” “Athletes,” and “Porn Stars”–via now defunct Large; the helmer has since opened Kleinman Productions, London.
The consumer television/under $50,000 Gold Pencil went to Chicago Music Exchange’s “Encore,” via Element 79 Partners, Chicago, and directed by Evan Bernard of bicoastal/international Chelsea Pictures. A Silver Pencil went to a second spot for the client, called “Smash,” and also helmed by Bernard.
The Virgin PPV campaign out of CP+B, Miami, with elements directed by Harry Enfield of Arden Sutherland Dodd, London, won a Gold Pencil in the non-broadcast single category. Winning the Silver Pencil in the category was Volkswagen’s “Kids on Steps,” directed by Sebastian Strasser of Cobblestone Hamburg Filmproduktion.
Two Gold Pencils were awarded in the public service/political category. One went to “Roommates,” for BC SPCA out of DDB Canada, Vancouver, B.C. David Shane of bicoastal/international Hungry Man directed the spot. The second Gold went to “Boardroom” for Science World, and directed by Michael Downing of Radke. “Love Scene,” and “Good Cop/Bad Cop” for the Canadian Film Centre’s Worldwide Short Film Festival, out of Taxi, Toronto, and directed by Tim Godsall of untitled, Toronto, were each awarded a Silver Pencil in the category. (Godsall is repped stateside via Biscuit Filmworks.) That pair of spots teamed with “Special FX” to win a campaign Gold Pencil in the public service/political category. A Silver Pencil in that category went to the BC SPCA’s “Roommates,” “Dad,” and “Husband,” all directed by Shane for DDB Canada.