The special award will be presented for the first time at the 44th Annual One Show Awards on 12 May 2017 at Cipriani Wall Street in New York City.
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, coined a new term, etc.
“Does the work lead and drive culture, instead of reflecting or following it?” asked Jimmy Smith, a One Club Board member instrumental in creating the new award. “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?”
The judges are made up of artists, tastemakers and creatives, including the inimitable will.i.am; Derek “Fonzorth Bentley” Watkins, Grammy-nominated producer and author who came to fame through P Diddy; Tinker Hatfield, who designed the majority of Nike Air Jordan; and advertising legends Dan Wieden and Lee Clow. The complete jury can be found here.
