Wieden+Kennedy, Portland, Ore., earned distinction as Agency of the Year on Friday (5/10), the second night of The One Club for Creativity’s 46th annual One Show held at Cipriani Wall Street in New York.
The honor was propelled in large part by Wieden+Kennedy’s “Dream Crazy” spot for Nike, featuring former NFL quarterback Colin Kaepernick. Over the two nights of The One Show 2019 (the first being Wednesday, May 8), “Dream Crazy” won 10 Gold Pencils, two Silver and four Bronze, as well four Best of Discipline honors (Creative Effectiveness, Integrated, Print & Outdoor and Social Media). During the first night of The One Show, “Dream Crazy” also received the Gold One Show Cultural Driver Award, recognizing influential ideas and executions that had a major impact in their respective cultures and environments, and exist outside the traditional categories in advertising and design. Park Pictures produced “Dream Crazy,” with Joint Portland handling the edit.
Droga5 New York also scored impressively, tying Wieden+Kennedy with eight Gold Pencils during night number two of The One Show proceedings. Droga5’s marquee recognized work its “The Truth Is Worth It” for The New York Times. A jury of 10 leading global CMOs awarded the 2019 CMO Pencil to David Rubin, chief marketing officer at The New York Times, as a result of their selecting “The Truth Is Worth It” as the world’s single most impactful idea on a brand’s business from the past year. The jury picked the work from among this year’s 20 highest-scoring entries including Best of Discipline winners, narrowly beating out Nike “Dream Crazy” by Wieden+Kennedy Portland.
This year’s top One show honors, based upon cumulative One Show Pencils and Merits won across all disciplines, are:
- Agency of the Year — Wieden+Kennedy Portland
- In-house Agency of the Year — Spotify
- Network of the Year — DDB Worldwide
- Creative Holding Company of the Year — Omnicom Group
- Production Company of the Year — MPC
- Client of the Year — Nike
Best of Discipline winners for the second night of The One Show were:
- Creative Use of Data: McCann London with Craft/McCann London, Somesuch London and Twentyfour Seven Madrid “Football Decoded” for Microsoft Xbox
- Digital Craft: 360i New York “Westworld: The Maze” for HBO
- Direct Marketing: TBWAChiatDay New York with Rebel & Rogue New York and Design by Disruption New York “Billie Jean King Your Shoes” for Adidas
- Experiential & Immersive: FCB New York with O Positive New York “The Whopper Detour” for Burger King
- Film: Droga5 New York “The Truth Is Worth It” for The New York Times
- Integrated: Nike Beaverton with Wieden+Kennedy Portland, Park Pictures Los Angeles and Joint Portland “Dream Crazy” for Nike
- Interactive & Online: VIRTUE Copenhagen “adDRESS THE FUTURE” for Carlings
- Mobile: MullenLowe SSP3 Bogotá with Macarena Films Bogotá and Cainkade New York “My Line” for Ministry of Technology & Communication of Colombia
- Print & Outdoor: Wieden+Kennedy Portland “Dream Crazy” for Nike
- Social Influencer Marketing: adam&eveDDB London “#TrollingIsUgly” for The Cybersmile Foundation
- Social Media: Wieden+Kennedy Portland “Dream Crazy” for Nike
On the special awards front, in addition to the aforementioned CMO Pencil awarded to The New York Times’ Rubin, the prestigious One Show Penta Pencil, awarded to the agency and brand who together have created stellar creative work for the last five years, was presented to adam&eveDDB London and client John Lewis & Partners London.
Leading Gold Pencil winners for 2nd night of The One Show
Wieden+Kennedy’s “Dream Crazy” for Nike was tied for the most Gold Pencils on the second night of The One Show with eight. The work won three Golds in Film, two each in Print & Outdoor and Social Media, and one in Integrated. Three of the Golds in Film, Integrated and Social Media were done with Park Pictures Los Angeles and Joint Portland.
Droga5 New York was also awarded eight Gold Pencils on the night, including five in Film for The New York Times “The Truth is Worth It”. The agency received one Gold for “The Truth Is Worth It” for Online Films & Video – Varying Length Campaign, and one Gold each in Online Films & Video – Long Form – Single for “Fearlessness”, “Perseverance”, “Resolve” and “Rigor”. Droga5 New York also won two Golds for Tourism Australia “Dundee: The Son of a Legend Returns Home” (in Integrated and Social Influencer Marketing), and one Gold in Integrated for “Read More. Listen More” on behalf of The New York Times, UNESCO and other participating publications.
DDB Chicago, FCB New York, McCann New York and Ogilvy Colombia each won four Gold Pencils on the night. All DDB Chicago Golds were for Mars Wrigley Confectionery “Broadway the Rainbow”, including two in Experiential & Immersive and one each in Direct Marketing and Social Media. All FCB New York Gold Pencils were for Burger King “The Whopper Detour”, one each in Digital Craft, Experiential & Immersive, Integrated and Mobile.
Three of McCann New York’s Gold Pencils were with March for Our Lives for that organization’s “Price On Our Lives” (in Direct Marketing, Print & Outdoor and Social Media), and one of their Golds was for MGM Resorts International “Universal Love Songs” in Digital Craft.
Three of Ogilvy Colombia Bogotá’s Golds, working with Ogilvy Mexico Mexico City, were for Aeromexico “DNA Discounts” (two in Direct Marketing and one in Interactive & Online). Ogilvy Colombia’s fourth Gold Pencil was for Kingo “Affordable Solar Energy on Demand” in Digital Craft.
John Lewis & Partners London with adam&eveDDB London won three Gold Pencils, all in Film all for the department store’s “The Boy & The Piano”. The New York Public Library New York with Mother New York also won three Golds, all for the library’s “Insta Novels” (two in Social Media and one in Mobile).
For both nights of The One Show 2019, 569 Pencils were awarded: 180 Gold, 178 Silver and 211 Bronze. A total of 19,445 pieces were entered this year from 73 countries.
A complete list of Pencil winners for this second night of The One Show can be viewed here.
