May 2008
The One Show announced the winners of the Gold, Silver and Bronze Pencils at Jazz at Lincoln Center in the Time Warner Center this evening. Veteran comedian Tom Papa hosted the night, treating the audience to a rousing stand-up show complete with comedic bits and one-liners as the winners were announced. More than 600 advertising professionals gathered to celebrate the 33rd Annual One Show—the industry’s equivalent of the Oscars.
Top honors for “Best of Show” went to McCann Worldgroup SF & T.A.G. for their integrated branding campaign created to launch Microsoft’s XBOX Halo 3 video game. The campaign centered on a real world diorama built to commemorate the fictional battle between mankind and its alien enemy and painted a picture of the ultimate hero—Master Chief. Through TV spots of accounts from battle veterans, online interactive flyovers of the entire monument and outdoor ads designed to look like commemorative murals and plaques—the audience started to see Halo 3 as a story with real emotion and Master Chief as a hero who personified courage duty and sacrifice.
“The ‘Believe’ campaign catapulted Halo 3 from an ordinary video game into a worldwide cultural phenomenon due to its ability to build an emotional rapport with the audience,” said Mary Warlick, CEO of The One Club. “The innovative stream of interactive TV, Web and cinema advertisements was an inspired approach that successfully attracted an audience beyond the typical gamer.”
Burger King was named 2008 Client of the Year. Burger King enhanced its brand with some of the most effective creative and collaborative advertisements, including two exemplary campaigns by Crispin Porter + Bogusky; “WhopperFreakout” and “Simpsons Integrated.” “WhopperFreakout” was a social experiment designed to prove that people really loved the signature Whopper by discontinuing it for one day in one town and creating a fully integrated campaign from the resulting documentary-style footage. “Simpsons Integrated” paired America’s favorite glutton, Homer Simpson, with Burger King—creating spots that featured Homer’s love of Burger King and an interactive Web site replete with the ability for fans to turn their own photos into ‘Simpsonized’ versions of themselves.
The top Pencil winners at this year’s One Show include:
TBWA Network: 12 Total (2 Gold, 6 Silver, 4 Bronze)
BBDO New York: 9 Total (5 Gold, 2 Silver, 2 Bronze)
Saatchi & Saatchi: 7 Total (4 Gold, 2 Silver, 1 Bronze)
Ogilvy & Mather: 6 Total (1 Gold, 2 Silver, 3 Bronze)
Leo Burnett: 5 Total (4 Silver, 1 Bronze)
McCann Worldwide: 5 Total (4 Gold, 1 Bronze)
Crispin Porter + Bogusky: 4 Total (2 Gold, 1 Silver, 1 Bronze)
Jung Von Matt: 4 Total (1 Gold, 2 Silver, 1 Bronze)
Wieden + Kennedy: 4 Total (3 Silver, 1 Bronze)
Also announced was the winner of the People’s Choice award. Visit OneShow.TV to view the winner of the first-ever online voting campaign in which the public was invited to cast a vote for their favorite television advertising of the year.
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