A total of 115 Gold, Silver and Bronze Pencils were awarded at the One Show Awards tonight, representing work from 26 different countries, with “Best of Show” honors going to Mother New York for its innovative “Little Marina” campaign created for Target.
“Not only did fashionista and blogger ‘Little Marina’ play a key role in the conversation during New York Fashion Week, she became the talk of the town,”” said Kevin Swanepoel, President at The One Club. “It’s no surprise that Mother New York’s Target campaign remains the talk of our creative industry with its ‘Best in Show’ honors.”
K-Swiss was named Client of the Year for its work featuring the character Kenny Powers from the HBO series, Eastbound and Down. The integrated campaign, created by 72andSunny in Los Angeles, centers around a short film titled “MFCEO” depicting Powers as the new CEO of K-Swiss with appearances by Dallas Maverick’s owner Mark Cuban and director Michael Bay.
Other Gold Pencil winners include David and Goliath’s “Drive the Dream” for Kia Motors, Old Spice’s “Smell is Power” by Wieden+Kennedy in Portland, the Canal+ spot “The Bear” by BETC Euro RSCG in Paris and “Dips Desperado” for Doritos out of AMV BBDO in London.
Top Pencil winners in this year’s One Show by country are as follows:
o 43 — United States (14 Gold, 11 Silver, 18 Bronze)
o 10 — Germany (6 Gold, 2 Silver, 2 Bronze)
o 9 — United Kingdom (2 Gold, 4 Silver, 3 Bronze)
o 8 – Malaysia (2 Gold, 4 Silver, 2 Bronze)
o 5 — Canada (2 Silver, 3 Bronze)
o 5 — Argentina (1 Silver, 4 Bronze)
o 4 — China (3 Gold, 1 Bronze)
Top Pencil winners in this year’s One Show by agency are as follows:
o 6 – Wieden+Kennedy/Portland (3 Gold, 2 Silver, 1 Bronze)
o 5 – 72and Sunny/Los Angeles (4 Gold, 1 Bronze)
o 5 — Ogilvy Malaysia/Kuala Lumpur (2 Gold, 3 Silver)
o 3 — AMV BBDO/London (2 Gold, 1 Silver)
o 3 — BBDO/New York (2 Gold, 1 Bronze)
o 3 — JWT/Shanghai (2 Gold, 1 Bronze)
In addition, the Green Pencil, which is awarded to the most environmentally conscious work of the year, went to Droga5 for its “Windmade” logo for Vestas. The icon is the world’s first that highlights products manufactured using wind energy
Produced annually by The One Club, the 2012 One Show awards competition received nearly 20,000 entry pieces from 64 countries around the world. A complete list of winners can be found here.
