The One Club for Creativity announced the winners today (5/12) for the 44th Annual One Show Awards in cross-platform, film, intellectual property, interactive, mobile, radio, social influencer marketing, social media, and UX/UI. Hosted by Jessica Williams, former Daily Show correspondent, The One Show awarded Best of Show to “The Refugee Nation” for Amnesty International by Ogilvy New York.
“In a year rife with political discord and social upheaval all around the world, ‘The Refugee Nation’ is a prime example of how our industry can both reflect and influence our culture,” said Kevin Swanepoel, CEO of The One Club for Creativity. “Evocative in its design and versatile in its application, ‘The Refugee Nation’ won Best of Design and Best of Cross-Platform before going on to win Best of Show.”
There were 243 Pencils awarded–70 Gold, 75 Silver and 98 Bronze–to winners from 23 countries. Overall, there were 21,844 entries from 73 countries. Eight Best of Discipline winners were announced, as well as the following special award winners:
Agency of the Year
Earning distinction as Agency of the Year was McCann New York.
“We’re incredibly humbled with the One Show Agency of the Year honor, and delighted that all of our major regional offices were recognized in the awards show,” said Rob Reilly, global creative chairman of McCann Worldgroup.
Top-ranked agencies:
- 1) McCann/New York
- 2) Dentsu Inc./Tokyo
- 3) Leo Burnett/Chicago
- 4) Droga5/New York
- 5) Ogilvy/New York
- 6) BBDO/New York
- 7) Wieden+Kennedy
- 8) Clemenger BBDO/Melbourne
- 9) almapBBDO/São Paulo
- 10) Ogilvy & Mather/Chicago
Network of the Year
Ogilvy & Mather won the Network of the Year honor.
“I want to thank our people at Ogilvy and our clients for this recognition across disciplines and borders. Their continued dedication to Pervasive Creativity, their talent and courage continue to make the difference,” stated Tham Khai Meng, Ogilvy & Mather co-chairman and worldwide chief creative officer.
Top-ranked networks:
- 1) Ogilvy Group
- 2) BBDO Worldwide
- 3) McCann Worldgroup
- 4) Leo Burnett Worldwide
- 5) TBWA Worldwide
- 6) DDB Communications Group
- 7) Dentsu
- 8) Publicis
- 9) J. Walter Thompson Worldwide
- 10) FCB
Independent Agency of the Year
Taking the mantle as Independent Agency of the Year was Droga5.
“We are obviously thrilled, and the fact that we earned this honor with winning work from nine different clients makes it all that much more special,” said David Droga, creative chairman and founder, Droga5.
Ted Royer, chief creative officer, Droga5, added, “We are incredibly proud to win the inaugural Independent Agency of the Year award. Great people in our agency working with great clients. Nothing beats that.”
Client of the Year
Named Client of the Year was Lockheed Martin, largely on the strength of its “The Field Trip To Mars” initiative from McCann New York.
Top-ranked clients:
- 1) Lockheed Martin
- 2) Nike
- 3) Amnesty International
- 4) Google
- 5) Swedish Tourist Association
- 6) Channel 4/Rio Paralympics
- 6) Getty Images
- 8) Art Institute of Chicago
- 9) Headspace
- 10) Under Armour
Holding Company of the Year
Omincom was the #1 ranked Holding Company of the past year.
“The One Show represents the best that the advertising world has to offer and we are deeply honored. This award is a testament to having the best talent in our business who consistently set the benchmark against which the entire industry is judge. I want to congratulate and thank everyone who contributed to this success,” stated John Wren, president and CEO, Omnicom Group.
Top-ranked holding companies:
- 1) Omnicom Group
- 2) WPP
- 3) Interpublic Group
- 4) Publicis
- 5) Dentsu Group
- 6) Havas
- 7) MDC Partners
- 8) Hakuhodo DY Holdings
- 9) Google
- 10) Cheil Worldwide
Penta Pencil: Wieden + Kennedy and Nike; TBWAMedia Arts Lab and Apple
Winning the Penta Pencil were two partnerships–one between Wieden+Kennedy and Nike; the other pairing being TBWAMedia Arts and Apple. The Penta Pencil was launched last year to recognize the best, most creative partnerships between client and agency spanning at least five years.
“Nike and W+K have a great history of inspiring athletes around the world to push the limits of their human potential. As the communications world has gotten more complex, we still focus on that simple thought and push ourselves to express it in new, interesting ways every time. If you love sports and creativity, there is no better client (than Nike) that you can dream of,” said Alberto Ponte, global creative director on Nike, Wieden+Kennedy
“Nike and W&K’s creative partnership has resulted in some of the most iconic and memorable campaigns that celebrate the power of sport and inspire athletes around the world to push their limits to be their best. And just like athletes challenge themselves, we challenge each other to deliver the very best work to create deep and lasting relationships with our consumers,” said Enrico Balleri, VP, Nike Brand Communications.
Best of Discipline
The following were awarded Best of Discipline:
- Cross-platform: “The Refugee Nation” for Amnesty International by Ogilvy/New York.
- Film: “We’re the Superhumans” for Channel 4/Rio Paralympics by 4Creative/London + Blink/London.
- Intellectual property: “Roam Delivery” for Volvo Cars by Ogilvy PR/London + OgilvyOne/London.
- Interactive: “Field Trip to Mars” for Lockheed Martin by McCann/New York.
- Mobile: “The Swedish Number” for Swedish Tourist Association by INGO/Stockholm + Grey PR&Activation/New York + Cohn&Wolfe/Stockholm.
- Radio: “A War of Words – Anniversary Forgotten” for Netflorist by FCB Joburg/Johannesburg + Hey Papa Legend/Johannesburg.
- Social media: “Check Before It’s Removed” for Pink Ribbon Deutschland by DDB Group Germany/Berlin.
- UX/UI: “Reword” for Headspace by Leo Burnett/Melbourne + Studio Pancho/Melbourne.
Ranking of countries
As for the most honored countries in The One Show, the rankings had the U.S. at the top. Here’s a rundown of the top ten.
1) United States
2) Australia
3) United Kingdom
4) Japan
5) Germany
6) Brazil
7) Canada
8) France
9) Sweden
10) South Africa
The complete list of Friday’s winners can be found here.
