McCann New York’s Fearless Girl for State Street Global Advisors has won The One Show Best in Show, being the single most outstanding work from among the 19,823 entries received this year from 73 countries. It won 9 Gold Pencils this year, 3 in the second awards presentation and 6 in the first.
Clemenger BBDO has become One Show Australia Agency of the Year, with 1 Best of Discipline, 2 Gold Pencils, 1 Silver, 1 Bronze and 4 Merits.
For both nights of the 45th annual One Show, a total of 596 Pencils — 212 Gold, 163 Silver and 219 Bronze — and 1,047 Merits were awarded for work from 40 countries. Overall, The One Show received 19,823 entries from 73 countries this year.
Gold Pencil winners from Australia and New Zealand on the second night of The One Show were:
- BWM Dentsu Melbourne and Cox Inall Change Melbourne for Disappearing Person Alerts for Queensland Police in Mobile, Mobile Advertising
- Ogilvy Australia Melbourne for AAMI SmartPlates for AAMI in Mobile, Utility
- VML Sydney, Snaplications, for McDonald’s Australia in Social Media, Innovation in Social Media
- VML Sydney Snaplications for McDonald’s Australia in Social Media, User-Generated Content
- Colenso BBDO Auckland, The Pedigree Child Replacement Programme for Mars in Print & Outdoor, Magazine – Campaign
- Colenso BBDO Auckland The Pedigree Child Replacement Programme for Mars in Print & Outdoor, Posters – Campaign
- Colenso BBDO Auckland Pedigree Selfie STIX for Mars in Mobile, Applications (also Best of Discipline in Mobile)
The One Show Penta Pencil, awarded to the agency and brand who together have created stellar creative work for the last five years, was given to two sets of partners:
- BBDO New York, AMV BBDO London, Clemenger BBDO Melbourne and Impact BBDO Dubai and client, Mars Chocolate North America-Snickers
- DAVID Miami and client, Burger King.
This year’s top global honours, based upon cumulative One Show Pencils and Merits won across all disciplines, were:
- Australia Agency of the Year: Clemenger BBDO
- Global Agency of the Year: BBDO New York
- Network of the Year: BBDO Worldwide
- Holding Company of the Year: Omnicom Group
- Independent Agency of the Year: Droga5
- Production Company of the Year: The Mill
- Client of the Year: Burger King
Top Gold winners on night 2 were:
- #1: DAVID Miami with 10 Golds, including eight for Google Home of the Whopper for Burger King. It also awarded Best of Discipline in Cross Platform, and David won Best of Discipline in Print & Outdoor for Burning Stores, also for Burger King.
- #2: Droga5 New York with 9 Golds, including 6 for The Truth is Hard to Find for The New York Times and 2 for MailChimp’s Did You Mean MailChimp?
RiffRaff & Droga5: MailChimp takes a walk on the very, very wild side
- =#3: Saatchi & Saatchi New York with 4 Golds, all for P&G – Tide It’s a Tide Ad in Film.
Saatchi & Saatchi NY: Tide takes over the Super Bowl and so many memorable ads
- =#3: AlmapBBDO São Paulo with 4 Golds, 2 each for Getty Images Nosteratu and KISS FM The Book of Rock.
- =#3: Åkestam Holst Stockholm, including 3 for IKEA Sweden’s Pee Ad.
In Asia, Dentsu was named One Show Japan Agency of the Year.
Gold Pencils from Asia on the second night of The One Show were:
- Dentsu Tokyo for Eating Kabuki with your fingers for Shochiku co. ltd Minami-za in Print & Outdoor, Posters – Campaign
- Ogilvy & Mather Japan GK Tokyo for The Soy Sauce Posters for Sagawa Shoyu Inc. in Print & Outdoor, Art Direction – Single or Campaign
- Ogilvy & Mather Japan GK Tokyo for The Soy Sauce Posters for Sagawa Shoyu Inc. in Print & Outdoor, Illustration – Single or Campaign
- Ogilvy & Mather Singapore and Hogarth & Ogilvy Singapore with Joinery Los Angeles US for Pitching French Films To Hollywood for Alliance Française de Singapour in Film, Long Form – Campaign
- BBH, Singapore for The IKEA Human Catalogue for IKEA in Social Media, Campaign
Find the complete list of Pencil and Merit winners for this second night of The One Show here.
Find the rankings of agency, network, holding company, client, creative, country and region based upon cumulative Pencils and Merits won this year here.
Best of Discipline winners for the second night of The One Show were:
- Cross-Platform: DAVID Miami, Google Home of The Whopper, for Burger King
- Film: Saatchi & Saatchi New York, It’s a Tide Ad, for Procter & Gamble – Tide.
- Interactive: Ogilvy & Mather Polska Warsaw, To The Last Tree Standing, for Greenpeace Poland
- Mobile: Colenso BBDO Auckland, Pedigree Selfie STIX for Mars.
- Print & Outdoor: DAVID Miami, Burning Stores, for Burger King
- Radio: Fitzco//McCann Atlanta with Casanova//McCann New York, Share a Coke 1,000 Name Celebration, for Coca-Cola.
- Social Influencer Marketing: R/GA New York, Ask For A Raise, for The Muse, Ladies Get Paid, PayScale, Reply.ai
- Social Media: AMV BBDO with LADbible, both London, Trash Isles for LADbible and Plastic Ocean.
- UX/UI: Droga5, New York with PHD, New York and Resn Wellington, Did You Mean MailChimp? for MailChimp.
“Creative thinking sets our industry apart and transforms brands,” stated Kevin Swanepoel, chief executive officer, The One Club for Creativity.
“It’s exciting to see consumer brands like Coke, Burger King, Mars, MailChimp and Tide having the courage and conviction to embrace the highest levels of creativity, as shown by their extraordinary Best of Discipline work this year.”
Creative Week is the festival for the intersection of advertising, innovation and creative thinking. In addition to two nights of The One Show, Creative Week also included the ADC 97th Annual Awards, the Young Ones Education Festival, sessions with some of the biggest names in the industry at the Creative Summit, and the exclusive Executive Creative Summit, open to a limited number of top-level leaders (founders, CCOs and managing partners).
Sponsors of Creative Week 2018 are Shutterstock, Facebook, Musicbed, Nickelodeon and Pinterest.
