One Show Awards
#OneShow2018: Final night's results!
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
|TV - short form – campaign||FoxP2 Cape Town + Patriot||Cape of Good Hope SPCA||#ChooseYourFamily campaign||Merit|
|TV - short form – campaign||Ogilvy Cape Town||24.com||News24 Edge||Merit|
|Online - short form - campaign||Ogilvy Johannesburg||Kimberly-Clark (Huggies)||The World's First Baby Marathon||Merit|
|Online films & video - long form - single||7films||Surfshack Outreach||Chasing the Dragon||Merit|
|Online advertising – banners||VML South Africa||Huffington Post||Stop the Cycle||Silver|
|Innovation in interactive – online||King James Group||Sanlam||Uk’shona Kwelanga, a WhatsApp drama series||Bronze|
|Applications||Ogilvy Johannesburg||KFC||KFC Suppertime Stories||Merit|
|Use of technology - physical product & mobile integration||Ogilvy Johannesburg||KFC||KFC Suppertime Stories||Merit|
|Mobile advertising||Ogilvy Africa Nairobi, SuperSonic Africa Nairobi and Black Bean Productions Cape Town||Ol Pejeta Conservancy||The World’s Most Eligible Bachelor||Merit|
|Mobile advertising||VML South Africa||Huffington Post||Stop the Cycle||Silver|
|Innovation in mobile||King James Group||Sanlam||Uk’shona Kwelanga, a WhatsApp drama series||Bronze|
|Print & Outdoor|
|Ambient media - experiential and installations – single||Halo Advertising + Bioscope||Jacaranda||More Music You Love||Merit|
|Craft – photography||DDB South Africa||Commission for Gender Equality||HeShe||Merit|
|Broadcast- any length – single||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||AI||Merit|
|Broadcast- any length – single||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||Knowledge||Merit|
|Broadcast- any length – single||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Bathroom Wall||Merit|
|Broadcast- any length – single||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Bedroom Wall||Merit|
|Broadcast- any length – single||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Living Room Wall||Merit|
|Broadcast – any length – campaign||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||World Gone Mad||Merit|
|Broadcast – any length – campaign||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Wall||Merit|
|Craft writing – campaign||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||World Gone Mad||Bronze|
|Craft writing – campaign||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Wall||Merit|
|Craft – sound design||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||AI||Merit|
|Craft – sound design||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||Knowledge||Bronze|
|Craft – sound design||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||Climate Change||Bronze|
|Craft – sound design||TBWA\Hunt\Lascaris Johannesburg||Flight Centre||World Gone Mad||Bronze|
|Craft – sound design||TBWA\Hunt\Lascaris Johannesburg||Tiger Brands||Fly on the Wall||Merit|
|Broadcast – any length – campaign||FCB Cape Town||Blooms Pharmacy||Even Little ones have bad days||Merit|
|Craft – writing campaign||FCB Cape Town||Blooms Pharmacy||Even little ones have bad days||Silver|
|Craft – writing campaign||FCB Cape Town||Exclusive Books||Words are all you need||Merit|
|Broadcast – any length – campaign||FCB 1886 Johannesburg + Cell C Johannesburg||Cell C’s||iGugu||Merit|
|Craft – writing campaign||FCB 1886 Johannesburg + Cell C Johannesburg||Cell C||iGugu||Merit|
|Craft – use of music||FCB 1886 Johannesburg + Cell C Johannesburg||Cell C||iGugu||Bronze|
|Experiential radio||King James Group Cape Town||Sanlam||Two-minute shower songs||Silver|
|Broadcast – any length – campaign||Ogilvy Johannesburg||KFC Double Down||Sad Man Meal||Gold|
|Broadcast – any length’ campaign||Ogilvy Johannesburg||KFC||Virgin Mojito – Drink Anywhere||Merit|
|Craft – writing design||Ogilvy Johannesburg||KFC Double Down||Sad Man Meal||Gold|
|Craft – writing design||Ogilvy Johannesburg||KFC||Virgin Mojito – Drink Anywhere’.||Merit|
|Branded social post – single||Ogilvy Johannesburg||Viacom||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!