One Show Awards

#OneShow2018: Final night's results!

The second of two award nights for One Show 2018 is done and dusted, having taken place at Cipriani Wall Street earlier on Friday, 11 May, with South Africa bringing home a further 2 golds, 4 silver, 7 bronze and 26 merit awards and TBWA\Hunt Lascaris named South African agency of the year!
Screengrabs of some of the night's big winners.

Hosted by comedian, writer and television host W Kamau Bell, executive producer and star of the Emmy Award-winning CNN programme United Shades of America with W Kamau Bell at The One Club’s 45th Annual One Show, this is the first time that the One Club has determined One Show country Agency of the Year honours.

Based on the cumulative number of Pencils and Merits won across all disciplines and categories in the top 10 countries from which entries were received, TBWA\Hunt Lascaris won six bronze and 12 merits over the two nights of The One Show 2018!

SA's winners on the second night of the One Show Awards


Ogilvy Johannesburg was awarded two gold Pencils in Radio for KFC Double Down - "Sad Man Meal", with a silver Pencil awarded to King James Group for the Sanlam ‘2-minute Shower Songs’ campaign under ‘experiential radio’.

VML South Africa awarded two Silver Pencils for Huffington Post’s “Stop The Cycle” – in the disciplines of Interactive and Mobile respectively. Another Silver Pencil was awarded to FCB Cape Town for Bloom Pharmacy’s “Even little ones have bad days” under radio writing campaigns.

The SA winners are all listed in full below…

SA’s One Show 2018 winners, part 2


Film
CategoryAgencyClientWork Award
TV - short form – campaignFoxP2 Cape Town + PatriotCape of Good Hope SPCA#ChooseYourFamily campaignMerit
TV - short form – campaignOgilvy Cape Town24.comNews24 EdgeMerit
Online - short form - campaignOgilvy JohannesburgKimberly-Clark (Huggies)The World's First Baby MarathonMerit
Online films & video - long form - single7filmsSurfshack OutreachChasing the DragonMerit
Interactive
Online advertising – bannersVML South AfricaHuffington PostStop the CycleSilver
Innovation in interactive – onlineKing James GroupSanlamUk’shona Kwelanga, a WhatsApp drama seriesBronze
Mobile
ApplicationsOgilvy JohannesburgKFCKFC Suppertime StoriesMerit
Use of technology - physical product & mobile integrationOgilvy JohannesburgKFCKFC Suppertime StoriesMerit
Mobile advertisingOgilvy Africa Nairobi, SuperSonic Africa Nairobi and Black Bean Productions Cape TownOl Pejeta ConservancyThe World’s Most Eligible BachelorMerit
Mobile advertisingVML South AfricaHuffington PostStop the Cycle Silver
Innovation in mobileKing James GroupSanlamUk’shona Kwelanga, a WhatsApp drama series Bronze
Print & Outdoor
Ambient media - experiential and installations – singleHalo Advertising + Bioscope JacarandaMore Music You Love Merit
Craft – photographyDDB South AfricaCommission for Gender EqualityHeShe Merit
Radio
Broadcast- any length – singleTBWA\Hunt\Lascaris JohannesburgFlight CentreAI Merit
Broadcast- any length – singleTBWA\Hunt\Lascaris JohannesburgFlight CentreKnowledge Merit
Broadcast- any length – singleTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Bathroom Wall Merit
Broadcast- any length – singleTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Bedroom Wall Merit
Broadcast- any length – singleTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Living Room Wall Merit
Broadcast – any length – campaignTBWA\Hunt\Lascaris JohannesburgFlight CentreWorld Gone Mad Merit
Broadcast – any length – campaignTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Wall Merit
Craft writing – campaignTBWA\Hunt\Lascaris JohannesburgFlight CentreWorld Gone Mad Bronze
Craft writing – campaignTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Wall Merit
Craft – sound designTBWA\Hunt\Lascaris JohannesburgFlight CentreAI Merit
Craft – sound designTBWA\Hunt\Lascaris JohannesburgFlight CentreKnowledge Bronze
Craft – sound designTBWA\Hunt\Lascaris JohannesburgFlight CentreClimate Change Bronze
Craft – sound designTBWA\Hunt\Lascaris JohannesburgFlight CentreWorld Gone Mad Bronze
Craft – sound designTBWA\Hunt\Lascaris JohannesburgTiger BrandsFly on the Wall Merit
Broadcast – any length – campaignFCB Cape TownBlooms PharmacyEven Little ones have bad days Merit
Craft – writing campaignFCB Cape TownBlooms PharmacyEven little ones have bad days Silver
Craft – writing campaignFCB Cape TownExclusive BooksWords are all you need Merit
Broadcast – any length – campaignFCB 1886 Johannesburg + Cell C JohannesburgCell C’siGugu Merit
Craft – writing campaignFCB 1886 Johannesburg + Cell C JohannesburgCell CiGugu Merit
Craft – use of musicFCB 1886 Johannesburg + Cell C JohannesburgCell CiGugu Bronze
Experiential radioKing James Group Cape TownSanlamTwo-minute shower songs Silver
Broadcast – any length – campaignOgilvy JohannesburgKFC Double DownSad Man Meal Gold
Broadcast – any length’ campaignOgilvy JohannesburgKFCVirgin Mojito – Drink Anywhere Merit
Craft – writing designOgilvy JohannesburgKFC Double DownSad Man Meal Gold
Craft – writing designOgilvy JohannesburgKFCVirgin Mojito – Drink Anywhere’. Merit
Social Media
Branded social post – singleOgilvy JohannesburgViacom MTV #FCKHIV for Viacom Merit


Best of the rest


The One Show Best in Show honours, recognising the single most outstanding work from among the 19,823 entries received this year from 73 countries went to McCann New York for ”Fearless Girl” on behalf of State Street Global Advisors. The work won nine Gold Pencils in total this year across the various disciplines of The One Show Awards.



This year’s top global honours, based upon cumulative One Show Pencils and Merits won across all disciplines, were:

  • South Africa Agency of the Year: TBWA\Hunt Lascaris
  • 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

Working together for Penta Pencils


The Penta Pencil is awarded to the agency and brand who have created stellar creative work together for the last five years.

This year’s two Pencils went to agencies BBDO New York, AMV BBDO, London, Clemenger BBDO, Melbourne, Impact BBDO, Dubai and client Mars Chocolate North America-Snickers; as well as to agency David, Miami and client Burger King.

Globally, David, Miami won the most Gold Pencils on the second night of The One Show with 10, including eight for “Google Home of the Whopper,” on behalf of Burger King.



The work was also awarded Best of Discipline in Cross Platform, going along with the agency’s additional Best of Discipline win in Print & Outdoor for “Burning Stores”, also for Burger King.

Droga5, New York was right behind them with nine Golds, including six for “The Truth is Hard to Find” for The New York Times and two for MailChimp’s “Did You Mean MailChimp?”



Saatchi & Saatchi, New York won four Gold Pencils, all for P&G - Tide “It’s a Tide Ad” in the Film discipline.



Also with four Golds were AlmapBBDO, São Paulo — two each for Getty Images “Nosteratu” and KISS FM “The Book of Rock” — and Åkestam Holst, Stockholm, including three for “Pee Ad” on behalf of Ikea Sweden.

Best of discipline winners for the second night of The One Show

  • 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


    Kevin Swanepoel, CEO, The One Club for Creativity commented:
    Creative thinking sets our industry apart and transforms brands. 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.
    A total of 596 Pencils — 212 Gold, 163 Silver and 219 Bronze — and 1,047 Merits were awarded for work from 40 countries over both nights of the 45th annual One Show. Overall, The One Show received 19,823 entries from 73 countries this year.

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    For a complete list of all One Show 2018 Pencil winners, including Merit winners, visit this download link. For rankings of agency, network, holding company, client, creative, country and region based upon cumulative Pencils and Merits won this year, click here. You can also click through to our One Show special section for all the latest updates on The One Club for Creativity’s Creative Week 2018!

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