The already lauded Old Spice “Response” campaign picked up another honor this past Friday (5/13) evening, earning Best of Show distinction at the 13th annual One Show Interactive Awards held at Terminal 5 in New York City. The “Response” initiative consisted of 186 personalized YouTube response videos to Old Spice fans who commented on Twitter, Facebook, Reddit, Digg, 4chan and other sites. The campaign pushed the boundaries of what it means to be “interactive” and became an Internet sensation, generating more than 52 million views on YouTube. Isaiah Mustafa, who stars in the Old Spice campaign, was on hand to accept the award.
Creative directors on the “Response” campaign were Jason Bagley and Craig Allen of Wieden+Kennedy, Portland, Ore.
One Show Interactive wrapped The One Club’s Creative Week New York, a celebration of creativity in advertising, design, digital media and all the arts that feed and touch those disciplines. Among the Creative Week events were the One Show and SHOOT‘s Directors/Producers Forum and 9th annual New Directors Showcase.
During the One Show Interactive proceedings, it was announced that Benjamin Palmer of The Barbarian Group will serve as jury chair for the 2012 One Show Interactive jury. One Show Interactive will open the first quarter of the unique quarterly entry system next week, leading the industry by recognizing the best digital work while it is fresh and relevant.
Here’s a rundown of the 2011 One Show Interactive Award winners:
Websites and Microsites: Branded Games
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Gold Pencil: Google “Fast Ball” BBH and Google Creative Lab, New York
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Silver Pencil: Mars Canada “Find Red” Proximity Canada, Toronto
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Bronze Pencil: Fisherman’s Friend/Galleberg AS “The Fisherman’s Friend Facebook Adventure” SMFB, Oslo
Websites and Mircosites: Consumer Goods
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Gold Pencil: UNIQLO “UNIQLO LUCKY LINE” Dentsu, Tokyo
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Silver Pencil: Frito Lay “Doritos Late Night Rihanna” Goodby, Silverstein & Partners, San Francisco
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Silver Pencil: Nestle Waters “The Perrier Mansion” Ogilvy France, Paris
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Bronze Pencil: Philips “Philips Wake up the town” Tribal DDB Amsterdam
Websites and Microsites: Corporate Website
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Gold Pencil: Shaping Room “Shaping Room” Firm, Tokyo
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Silver Pencil: BBC Sport “Team Tracker & Predictor” RKCR/Y&R, London
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Bronze Pencil: CANAL+ “Carlos” BETC Euro RSCG, Paris
Websites and Microsites: Durable Goods
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Gold Pencil: Volkswagen UK “True Life Costs” DDB, London
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Silver Pencil: Volkswagen Sweden “The Fun Theory Award — The Speed Camera Lottery” DDB, Stockholm
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Bronze Pencil: Mitsubishi “Mitsubishi ‘Live Drive'” 180LA, Santa Monica
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Bronze Pencil: IKEA “Fashion Award” Forsman & Bodenfors, Gothenburg
Websites and Microsites: E-Commerce
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Gold Pencil: UNIQLO “UNIQLOS LUCKY COUNTER” Dentsu, Tokyo
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Silver Pencil: The Swedish Post “Living Christmas Cards” Akestam Holst, Stockholm
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Bronze Pencil: Innovative Thunder “Pay With a Tweet” R/GA, New York
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Bronze Pencil: Nanhi Kali (K.C. Mahindra Education Trust) “The Girl Store” StrawberryFrog, New York
Websites and Microsites: Public Service/Non-Profit
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Gold Pencil: The Swedish Post “The Sound of Green” Akestam Holst, Stockholm
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Silver Pencil: Vancouver International Film Festival “The Warden Sixteen” TBWA/Vancouver
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Bronze Pencil: Boulder Digital Works “Boulder Digital Works Site” Modernista!, Boston
Websites and Microsites: Self-Promotion
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Gold Pencil: Google Creative Labs “Google Demo Slam” Google, New York
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Silver Pencil: Big Spaceship “Most Awesome Thing Ever” Big Spaceship, Brooklyn
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Silver Pencil: Projeqt “Projeqt” TBWA Worldwide, New York
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Bronze Pencil: Saint@RKCR/Y&R & RKCR/Y&R “Twitter Knitter” RKCR/Y&R, London
Websites and Microsites: Services
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Gold Pencil: Philharmoniker Hamburg “Sounds of Hamburg” Jung von Matt, Hamburg
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Silver Pencil: Elisava “I Am Not An Artist” Soon in Tokyo, Barcelona
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Bronze Pencil: Samsung “Tweet Wrap” The Barbarian Group, New York
Websites and Microsites: Social Networks/Community
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Gold Pencil: American Recordings/Lost Highway “The Johnny Cash Project” @radical.media, New York
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Silver Pencil: Red Bull “Street Art View” Loducca, Sao Paulo
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Silver Pencil: Orange “Glastotag” POKE, London
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Bronze Pencil: EA Games “APB The Human Avatar” Dare, London
Mobile Apps: Augmented Reality
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Silver Pencil: Converse “The Sampler” R/GA, New York
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Bronze Pencil: Museum of London “Streetmuseum” Brothers and Sisters, London
Mobile Apps: Branded Games
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Gold Pencil: MINI/BMW “MINI Getaway” Jung von Matt, Stockholm
Mobile Apps: Consumer Goods
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Gold Pencil: Nike “Nike+GPS” R/GA, New York
Mobile Apps: Durable Goods
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Silver Pencil: Renault “Espace Ipad” Marcel/Publicis Conseil, Paris
Mobile Apps: Public Service/Non-Profit
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Bronze Pencil: The Swedish Sea Rescue Society “Sea Weather (App)” Forsman & Bodenfors, Gothenburg
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Bronze Pencil: Dali Museum “Dali Museum & Hipstamatic iPhone App” Goodby, Silverstein & Partners, San Francisco
Mobile Apps: E-Commerce
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Silver Pencil: Converse “The Sampler” R/GA, New York
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Bronze Pencil: Zoo Records “Hidden Sound Campaign” Leo Burnett, Hong Kong
Mobile Apps: Services
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Gold Pencil: Nokia “Own Voice” Wieden+Kennedy/glue Isobar, London
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Bronze Pencil: Claro “Ringtowns” Ogilvy Guatamala
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Bronze Pencil: Trader Media Group “AutoTrader iPhone Application” SapientNitro, Miami Beach
Mobile Apps: Social Networks/ Community
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Bronze Pencil: Nike “Nike+GPS” R/GA, New York
Interactive Advertising: Augmented Reality
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Bronze Pencil: Forever 21 “Forever 21 Digital Billboard” space150, Minneapolis
Interactive Advertising: Banners — Fixed Space — Single
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Silver Pencil: Xbox “Halo: Reach YouTube Masthead” AKQA, San Francisco
Interactive Advertising: Banners — Dynamic — Single
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Gold Pencil: IKEA Deutschland “IKEA. Unbox the banner. Back Panel” Grabarz & Partner, Hamburg
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Bronze Pencil: Sony Electronics “Sony ‘Everything is Better in 3D’ Page Turnover” 180LA, Santa Monica
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Bronze Pencil: Yahoo! “Yahoo! Page Takeover” Goodby, Silverstein & Partners, San Francisco
Interactive Advertising: Environmental / Experiential — Single
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Gold Pencil: Nike “Write the Headline. Write the Future” W+K Amsterdam
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Silver Pencil: Bing with Jay-Z “Decode Jay-Z with Bing” Droga5, New York
Interactive Advertising: Environmental / Experiential — Campaign
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Silver Pencil: Intel “The Creators Project” Vice Media, Brooklyn
Interactive Advertising: Other Interactive Media — Single
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Silver Pencil: Arcade Fire/Google “The Wilderness Downtown” Milk+Koblin and Google Creative Lab, New York
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Bronze Pencil: Blu Dot “Real Good Experiment” mono, Minneapolis
Interactive Advertising: Other Interactive Media — Campaign
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Gold Pencil: Old Spice “Old Spice Response Campaign” Wieden+Kennedy, Portland
Interactive Advertising: Public Service/Non-Profit — Single
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Bronze Pencil: TO BENEFIT LIVESTRONG “Yes I am Precious” BREAKFAST, New York
Online Films and Video: Event or Live Webcast — Single
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Gold Pencil: Old Spice “Old Spice Response Campaign” Wieden+Kennedy, Portland
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Silver Pencil: T-Mobile “Welcome Back” Saatchi & Saatchi, London
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Bronze Pencil: Google Creative Lab “YouTube Play” Google, New York
Online Films and Video: Short Form — Single
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Silver Pencil: Intel Corporation “The Chase” Venables Bell & Partners, San Francisco
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Silver Pencil: Nike Japan “Nike Music Shoe” Wieden+Kennedy, Tokyo
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Bronze Pencil: Puma “HardChorus” Droga5, New York
Online Films and Video: Short Form — Series/Episodes
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Silver Pencil: Google “Google Speed Tests” BBH and Google Creative Lab, New York
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Bronze Pencil: Sony Ericsson “The Product Testing Institute” Dare, London
Online Films and Video: Long Form — Single
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Silver Pencil: Vancouver International Film Festival “The Warden Sixteen” TBWAVancouver
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Bronze Pencil: INTEL “THE SARTORIALIST” Amsterdam Worldwide, Amsterdam
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Bronze Pencil: Hi-Tec “Liquid Montaineering” CCCP, Amsterdam
Online Films and Video: Long Form — Series/Episodes
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Silver Pencil: Gatorade “REPLAY” TBWAChiatDay/Los Angeles
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Bronze Pencil: Microsoft Xbox “Bright Falls” agencytwofifteen, San Francisco
Online Films and Video: Public Service/ Non-Profit — Single
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Gold Pencil: Nanhi Kali, K.C. Mahindra Education Trust “A Girl Story” Strawberry Frog, New York
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Silver Pencil: Overturn Prop 8 “Devin & Glenn” Saatchi & Saatchi/New York
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Bronze Pencil: WWF “Monkey” Leo Burnett, Millers Point
Online Films and Video: Self-Promotion — Single
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Gold Pencil: John St. “Pink Ponies” John St. Advertising, Toronto
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Silver Pencil: Shinya Uchida “iPad Magic” Dentsu, Tokyo
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Bronze Pencil: Dare “This is Dare — Are You?” Dare, London
Online Films and Video: Video Remixes/Mashups — Single
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Gold Pencil: adidas “adidas Originals Star Wars Cantina 2010” Sid Lee, Montreal
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Silver Pencil: Google CreativeLab “Google Instant with Bob Dylan” Google, New York
Integrated Branding Campaign — 360
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Gold Pencil: Bing with Jay-Z “Decode Jay-Z with Bing” Droga5, New York
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Silver Pencil: Akzo Nobel/Dulux “Dulux Let’s Colour Project” Euro RSCG London
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Silver Pencil: Nike “Write the Future” Wieden+Kennedy, Amsterdam
Integrated Branding Campaign — Online
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Silver Pencil: Caritas “One Minute of Silence” Jung von Matt/Limmat, Zurich
Craft: Interface Design
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Gold Pencil: Arcade Fire/Google “The Wilderness Downtown” Milk+Koblin and Google Creative Lab, New York
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Silver Pencil: HI-CONE “HIDDEN HEROES” Grimm Gallun Holtappels, Hamburg
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Bronze Pencil: IKEA “Kondis — The App” Forsman & Bodenfors, Gothenburg
Craft: Typography
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Gold Pencil: Vibram “YouAreTheTechnology.com” Nail Communications, Providence
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Silver Pencil: Toyota Belgium “iQ Font” Happiness Brussels
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Bronze Pencil: Absolut Vodka “Write the Light” Gringo, Sao Paulo
Craft: Animation/Motion Graphics
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Silver Pencil: American Recordings/Lost Highway “The Johnny Cash Project” @radical.media, New York
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Bronze Pencil: Xbox “Remember Reach” AKQA, San Francisco
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Bronze Pencil: Volkswagen UK “True Life Costs” DDB UK, London
Craft: Sound Design
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Gold Pencil: NIKE JAPAN “NIKE MUSIC SHOE” Wieden+Kennedy, Tokyo
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Silver Pencil: Google “Chrome Speed Tests” BBH and Google Creative Lab, New York
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Bronze Pencil: HI-CONE “HIDDEN HEROES” Grimm Gallun Holtappels, Hamburg.
