REI #OptOutside wins Best of Show as Ellie Kemper hosts
The One Club announced on Friday the winners for the 43rd Annual One Show Awards, hosted by Ellie Kemper, star of “Unbreakable Kimmy Schmidt.” There were 248 Pencils awarded in film, interactive, cross-platform, IP, mobile, social, UX/UI and radio at Cipriani Wall Street in New York City (556 overall), but it was REI’s #OptOutside campaign that won Best of Show.
“This is an amazing honour. The One Show represents the best that the advertising world has to offer and we couldn’t be prouder,” said Will McGinness, Partner, Executive Creative Director, Venables Bell & Partners. “This obviously wouldn’t have been possible without our incredibly brave clients who were willing to take their beliefs as a company and act on them in such a bold way. #OptOutside was an idea that came from the core of who they are as a company and ended up transcending marketing into an actual movement. Which is something you rarely see.”
The Martin Agency’s work with long-standing client GEICO played a large hand in three special awards, including Agency of the Year, Client of the Year and the inaugural Penta Pencil, an award given to an agency-brand team that has created stellar work for five continuous years.
"Winning Agency of the Year is huge, but I’m most proud of the Penta Pencil,” said Joe Alexander, CCO of The Martin Agency. “Doing great work that brings great results consistently year after year is tough to do. Like Warren Buffet has said, ‘When I count my blessings at night, I count GEICO twice.’ We couldn’t agree more, Mr. Buffett.”
Wieden + Kennedy also took home a Penta Pencil for their transformative work with Old Spice.
"This award is a testament to all the talented people we've been fortunate enough to work with over the years and to our brave clients who are the definition of great creative partners,” said Craig Allen, Creative Director, Wieden + Kennedy / Portland. “This honor wouldn't be possible without them. We're extremely proud of this award and we look forward to making a necklace out of it so we can wear it around in public."
BBDO won Network of the Year for the second year in a row, with eight different agencies winning Gold Pencils, including Best in Radio (Sancho BBDO in Bogotá) and the first Gold Pencil win from Russia (BBDO Russia Group).
“Being Network of the Year at the One Show is amazing and humbling,” said David Lubars, Chief Creative Officer, BBDO Worldwide. “Thanks to our clients around the world for demanding our best.”
WPP won Creative Holding Company of the Year, with marquee networks Ogilvy, Grey, AKQA and JWT contributing copiously to the winning Pencil count.
The following is a joint statement from Martin Sorrell, WPP CEO, and John O’Keeffe, WPP Worldwide Creative Director:
“We are delighted that The One Show judges have recognized WPP as the 2016 Creative Holding Company of the Year. This award is especially satisfying, reflecting as it does the creativity of WPP’s companies across disciplines: advertising, design, digital, public relations, interactive and branded entertainment. Congratulations and thanks must go to all of our agencies who excelled in the competition. We first won this award in 2013 and, with the help of our agency colleagues, hope to repeat the achievement next year.”
The following are the Best in Discipline winners:
Film: “Shoplifters” for Harvey Nichols by "adam&eveDDB / London + Blink / London + Zenith Optimedia / London + The Mill / London
Interactive: “Call Brussels” for visit.brussels by "Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels +White / Brussels
Cross-Platform: “#OptOutside” for REI by "Venables Bell & Partners / San Francisco + Tool of North America / Santa Monica + North Kingdom / Los Angeles + Edelman / San Francisco
Social: “Taco Emoji Engine” for Taco Bell by Deutsch / Los Angeles
Mobile: “The world addressed” for what3words by what3words / London
UX/UI: “Make Up Genius” for L'Oréal Paris by "McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Intellectual Property: “Funtastic Hand” for Cirec Foundation by "Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Radio: “Learning on the way” for ADN by Sancho BBDO / Bogota
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