A stark contrast to the pomp and pageantry of its predecessor, whose heraldry strikes awe (and some might even say, terror) in the hearts of mere mortals, this edition is no less a heavyweight. Carrying on the tradition, The One Shows (the “s” is no mistake) command a newfound respect for the vanguard of excellence in advertising and design; one that is no less greater than the sum of its parts.



Title: The One Shows: Advertising Vol. 29, Interactive Vol. 10 & Design Vol. 01
Publisher: One Club Publishing
Editor: Yash Egami

Inhale.

Exhale.

Repeat.

The prestige of receiving The One Shows is known to send hearts racing but catch your breath.

To approach the white, embossed, three-volume compendium, you don’t start at one. That doesn’t cut it for a “keeper of the flame” devoted to raise the bar in groundbreaking creative work in the industry.

Instead, start the mind-blowing visual spectacle from Vol. 29, where the messenger brings good tidings early for the year: Changes are afoot, and promotions aplenty. As the wise chairman, David Baldwin, wrote: “Working in the business these days isn’t for the weak-kneed. We’re in a state of constant reinvention and rules change on what seems like a monthly basis.”







In the ebbs and flows, Mary Warlick is promoted to CEO, Kevin Swanepoel to President. Why, even One Show Design has gotten a boost. The spike of high quality entries has spawn individual annuals for design and interactive.

One Show Design was inducted to The One Club’s portfolio of awards in 2001. Six years on, it is finally given, in Warlick’s words, “the proper limelight it deserved”. For the first time in 2007, design and its powerful contribution to the branding message were awarded in a separate ceremony.








Although it’s in its Vol. 10, One Show Interactive has also earned its place on the pedestal. Its 10th anniversary celebrates a decade-long journey to emerge as the most prestigious new media award in advertising today since The One Club became the first organization to introduce a separate awards show for the best of the best in interactive advertising in 1998.

No, it is not about recognizing the “best of the best”. Rather, it is about bearing witness to ideas that have made history.





Divide and conquer?

Yet, The One Shows bring new strength to The One Club, well known to be where the best stuff is collected and savored all in one place.

And quite a different impression it makes from Vol. 28.

If it was portrayed on its high horses then, it’s certainly much closer to ground here. The One Show is a highly regarded voice of distinction but it ain’t no elitist. Here, after stripping away the imposing veneer, a shell of alabaster-white canvas beckons one and all to put their stamp and set the tone with thoughtfully provided stickers. Mark the pages you’re on (or not), mark the ones you love, mark the ones you hate, mark the ones that make you cry, “Had it, C.D. Killed It!” or whimper, “I Wish I Did It.”

The casual recipient no longer peruses a book by One Club Publishing; he has inherited a legacy. Perhaps he might even pause to ask: Am I reading a book, or is the book reading to me?

Divide and conquer.

And don’t forget to breathe while you’re at it.


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