will.i.am to Join Judging Panel at The One Show 2017

The One Show, the most prestigious awards show in advertising and design, announced today the jury for the newly created Cultural Driver Award.  

The jury is 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.

The Cultural Driver Award celebrates influential ideas and executions that have had a noticeable impact on pop culture, often transcending the traditional categories in advertising and design. The special award will be presented for the first time at the 44th Annual One Show Awards on May 12 at Cipriani Wall Street in New York City. 

 “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?”

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.

Campaigns or single executions will be accepted. Enter the Cultural Driver Award at www.oneshow.org. Deadline is January 27.