A total of 3400 entry pieces from 40 countries around the world were received for this year's One Show Design award competition. The competition featured 14 categories including Branding; Corporate Identity; Package, Industrial and Collateral Design; Self Promotion; Spatial, Outdoor, Print and Broadcast Design; Direct Mail, Public Service/Non-Profit/Educational; Craft, and Sustainability in Design.
In addition, nine new sub-categories were introduced that included Billboards, Transit, Street Furniture and Animation.
SA's One Show Design Pencils
| Pencil | Category | Client | Entry | Agency |
| Gold | 12B: Public Service - Outdoor & Posters - Campaign | Endangered Wildlife Trust (EWT) | The Last Ones Left | TBWA\Hunt\Lascaris Johannesburg |
| Silver | 14A: Sustainability in Design | Unilever | Skip Evolution of Washing | The Jupiter Drawing Room Cape Town |
| Bronze | 11B: Broadcast Design - Campaign | MK | MK is (story 1, character 1) | Ogilvy Johannesburg |
The Endangered Wildlife Trust campaign has already won various awards, including a Silver Press Lion at the 2011 Cannes Lions; various Gold Loeries at the 2011 Loeries, Gold at the 2011 Pendoring Awards, Ambient/Outdoor Ad of the Year at SA's 2011 Creative Circle Ad of the Year Awards. It has also achieved In-Book status at the 2012 D&AD Awards and is on the 2012 Clios and 2012 One Show shortlists.
The "MK is" campaign has already won two Yellow Pencils at the 2012 D&AD Awards.
For more info on SA's winning work, see ididthatad.com, which also has a guest editor tweeting live from the various One Show awards evenings this week - follow @ididthatad.
The Best-of-Show-winning piece is the first solar-powered annual report featuring invisible type that only can be seen in sunlight.
"While we [judges] viewed and discussed thousands of amazing pieces, we all came together in the end with a singular view of the best; the printed piece The Solar Annualreport for Austria Solar that we celebrate this evening," said Pum Lefebure, co-founder and creative director at Design Army and 2012 One Show Design jury chair.
"This is the first annual report powered by the sun, with content remaining invisible until sunlight falls on the page. It truly exhibits where innovation, creativity, and craft comes together. While the media may be changing, one thing never does: powerful design always leaves a lasting impression on our eyes and in our minds," Lefebure continued.
By country, top Pencil winners include:
Judges' videos
A complete list of Pencil winners and "Best of" honours can be found at www.oneclub.org/#pane=awards~url=/theoneshow/osd/. In addition, One Show Design winners will be featured in the commemorative One Show Annual,which will be released later this year.
The One Show is annually produced by The One Club, a non-profit organisation whose mission is to champion excellence in advertising. The 2012 One Show sponsors are Adobe, Facebook, GE, Google, Microsoft Advertising and Pictela. This year's One Show media partners are Best Ads On TV, Bizcommunity.com, Campaign Brief, and Marketing Magazine Canada.
Special thanks go to Design Army for its 2012 One Show graphic design and to Mullen for creating the interactive "Kill for a Pencil" game, released as a prelude to the One Show.
ididthatad.com links updated at 10.35am on 8 May 2012.
