McCann, BBDO, Dentsu among One Show winners


McCann New York and BBDO New York each won 11 One Show Pencils during opening night of The One Club for Creativity’s 45th annual One Show

(New York — 9 May 2018) McCann New York picked up the most Gold Pencils during the One Show’s opening night with eight, including five for Fearless Girl. The agency also won Best of Discipline in Direct Marketing. BBDO New York was runner up with six Gold Pencils, including five for P&G The Talk.

“These Best of Discipline winners are a true reflection of the global breadth of today’s amazing creative work, and of the global scope of The One Show itself,” said Kevin Swanepoel, CEO, The One Club for Creativity. “From Amsterdam to Auckland, Madrid to Melbourne, agencies and brands around the world are taking creative excellence to a new level.”

The One Show Opening Night
Best of Discipline Winners

Branded Entertainment
MRM//McCann, Madrid
Beyond Money for Banco Santander

Wieden+Kennedy Amsterdam with New Amsterdam and Mindshare, all Amsterdam
The Lioness Crest for Nike

Direct Marketing
McCann New York with Visbal Sculpture, Inc., Lewes, Delaware and Traction Creative, New York
Fearless Girl for State Street Global Advisors

Health, Wellness & Pharma
McCann Worldgroup India, Mumbai with McCann Health, Delhi, both India, and McCann Health Global, Washington, DC
Immunity Charm for Ministry of Public Health, Afghanistan

Intellectual Property
Colenso BBDO, Auckland, New Zealand
Pedigree Selfie STIX Clip for Mars

Moving Image Craft
MPC, London and Los Angeles with MJZ, Los Angeles and Leo Burnett, Chicago
Samsung, Ostrich for Samsung

Public Relations
Clemenger BBDO, Melbourne, Australia
Give Registry for Myer

Responsive Environments
TBWA\Hakuhodo Inc. with Tohokushinsha Film Corporation, both Tokyo
Green Light Run for adidas Japan

The One Show Green Pencil, recognizing the single most environmentally conscious creative work for the year, was awarded to AMV BBDO and LADbible, both London for Trash Isles on behalf of LADbible and Plastic Ocean.

McCann New York’s Fearless Girl for State Street Global Advisors and BBDO New York’s The Talk for P&G each won a Gold in the Cultural Driver Award, recognizing influential ideas and executions that had a major impact in their respective cultures and environments, and exist outside the traditional categories in advertising and design.

Rounding out the leading Gold Pencil winners for the first night of The One Show, Dentsu Tokyo was awarded five Golds, including two for Toyota L&F The Beauty of Food Logistics, and McCann Worldgroup India, Mumbai picked up four Golds, all for Immunity Charm on behalf of Ministry of Public Health, Afghanistan.

Winning three Gold Pencils each were Cossette Toronto, including two for SickKids Foundation SickKids VS – All In; Chobani, New York, for three separate Design entries; and Ogilvy & Mather, Chicago for City of Chicago One Chicago, all in Public Relations.

For this first night of The One Show, 299 Pencils — 116 Gold, 82 Silver and 101 Bronze — and 535 Merits were awarded for work from 37 countries. A total of 19,823 entries were received from 73 countries this year.

A complete list of all Pencil and Merit winners for the first night of The One Show can be viewed here.

The evening was hosted by comedian Chris Gethard, host of “The Chris Gethard Show”, the “Beautiful/Anonymous” podcast, star of “Career Suicide” and, according to his website, “a guy you’ve seen on television and in movies from time to time but can’t quite place.”

This year’s winners are announced on two nights of The One Show during The One Club’s Creative Week, May 7-11, 2018 in New York.

The second night of The One Show, awarding work in Cross Platform, Film, Interactive, Mobile, Print & Outdoor, Radio, Social Influencer Marketing, Social Media, UX/UI, Penta Pencil, the first-ever CMO Pencil, Best of Show and other special awards takes place on Friday, May 11, 2018 at Cipriani Wall St. in New York.

The preeminent festival showcasing the intersection of advertising, innovation and creative thinking, Creative Week also includes the ADC 97th Annual Awards, the dynamic Young Ones Education Festival, inspiring 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.