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.
Carrie Coon Relishes Being Part Of An Ensemble–From “The Gilded Age” To “His Three Daughters”
It can be hard to catch Carrie Coon on her own.
She is far more likely to be found in the thick of an ensemble. That could be on TV, in "The Gilded Age," for which she was just Emmy nominated, or in the upcoming season of "The White Lotus," which she recently shot in Thailand. Or it could be in films, most relevantly, Azazel Jacobs' new drama, "His Three Daughters," in which Coon stars alongside Natasha Lyonne and Elizabeth Olsen as sisters caring for their dying father.
But on a recent, bright late-summer morning, Coon is sitting on a bench in the bucolic northeast Westchester town of Pound Ridge. A few years back, she and her husband, the playwright Tracy Letts, moved near here with their two young children, drawn by the long rows of stone walls and a particularly good BLT from a nearby cafe that Letts, after biting into, declared must be within 15 miles of where they lived.
In a few days, they would both fly to Los Angeles for the Emmys (Letts was nominated for his performance in "Winning Time" ). But Coon, 43, was then largely enmeshed in the day-to-day life of raising a family, along with their nightly movie viewings, which Letts pulls from his extensive DVD collection. The previous night's choice: "Once Around," with Holly Hunter and Richard Dreyfus.
Coon met Letts during her breakthrough performance in "Who's Afraid of Virginia Wolfe?" on Broadway in 2012. She played the heavy-drinking housewife Honey. It was the first role that Coon read and knew, viscerally, she had to play. Immediately after saying this, Coon sighs.
"It sounds like something some diva would say in a movie from the '50s," Coon says. "I just walked around in my apartment in my slip and I had pearls and a little brandy. I made a grocery list and I just did... Read More