Like most awards programmes, The One Show has been updating and expanding its categories to keep up with new ad trends.

It is the first, though, to recognise the role that social media influencers have come to play in advertising. This year a social influencer category has been added.

The One Show sets itself apart with a social influencer category

And it has added a Cultural Driver category to applaud work that leads pop culture. That jury will include will..i.am, Dan Wieden, Jake Scott, Lee Clow, David Lubars, Derek “Fonzworth Bentley” Watkins – P Diddy’s former personal assistant, Tinker Hatfield – who designed the majority of Nike Air Jordan and John Jay – president and founder of UNIQLO.

The Cultural Driver Award applauds ideas and executions that have had a noticeable impact on pop culture, within or outside the traditional categories in advertising and design.

The special award will be presented for the first time at the 44th Annual One Show Awards on May 12 at Cipriani Wall Street in New York City.

Its criteria, as outlined by asked Jimmy Smith, a One Club Board member instrumental in creating the new award, are “Does the work lead and drive culture, instead of reflecting or following it? Does the work warp the preconceived notions of what advertising should be? In other words, when you boil it all down, would those who are culturally clued-in consider the work cool, dope or LIT?”

Judges for this special award will look for work that contributed to the pop cultural lexicon, not reacted to it, for example, work that incited a social movement, influenced fashion, gave birth to a new dance form or coined a new term.

Campaigns or single executions will be accepted.

The One Show is open entries until January 27. Enter here.