The One Club for Creativity has unveiled key industry-defining trends and comprehensive perspectives from hundreds of this year’s global jury members in The One Show 2024 Insights Report.
Working from its widest-ranging data set yet–more than 20,000 pieces entered from 65 countries, across 24 disciplines–the free 82-page report analyzes this year’s entries and combines it with expert perspectives from more than 150 of this year’s One Show jurors to identify key insights and future trends.
This marks the debut of the in-depth report, which will be published annually immediately after The One Show winners are announced at Creative Week in New York.
A summary of key insights in The One Show 2024 Insights Report includes the following:
- A recognizable shift away from purpose: the full palette of creative emotions were on show, from laughter to fear.
- DE&I rose to the top: 33.83% of jurors surveyed noticed a major increase in inclusion and diversity in the work they evaluated.
- More humor and joy: The One Show jurors said the work overall was more funny, cheerful, and vibrant compared to recent years.
- Creative use of data was more integral to campaign ideas and execution in 2024.
- Brands that showed up authentically conveyed truths and delivered messages with upfront honesty to connect with consumers.
Among the jury predictions:
- A transition towards more ethical considerations when utilizing technology, especially concerning data privacy, AI and algorithmic bias.
- An increase in campaigns aligned to environmental, ethical, and social responsibility is expected. In 2024, 20% of all entries were either corporate social responsibility or non-profit work.
- Creative excellence will focus on aesthetics and functionality, incorporating new technologies with a discerning eye.
- AI will evolve: AI was everywhere across this year’s winners, but too often, it served as the creative idea itself and not a tool to enhance human-centered creativity.
- In addition to providing insights and predictions, The One Show 2024 Insights Report includes a comprehensive “Disciplines Deconstructed” section examining specific trends within each of the show’s 24 disciplines.
The report features perspectives from dozens of top global creative leaders who sat in the jury rooms, including Susan Credle, FCB Global chair, IPG creative advisor, and member of The One Club Board of Directors; John C. Jay, president of global creative, Uniqlo/Fast Retailing Inc. (Design Jury president); Geoff Edwards, managing director creative, GALE (Branded Entertainment Jury president); Lauren Hodges, CD, Chobani (Brand-Side/In-House); Julie Jihyun Kang, CEO, managing partner, Serviceplan Korea (Creative Use of Data + Technology); Hanna Stenwall, ECD, INGO Stockholm (Integrated/Omnichannel and Experiential & Immersive); and Kimberlee Wells, CEO, TBWA\Australia (Green Pencil).
“The One Show Pencil is among the industry’s most respected global accolades, and its winners are a snapshot in time of the very best in global advertising, design, and related fields,” said Kevin Swanepoel, CEO, The One Club. “This invaluable report combines unrivaled awards entry data with the thoughts of top global creatives to provide a deep dive into where the industry stands today, and where it’s going in the near future.”
The One Show 2024 Insights Report is available here for free.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More