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  • Originally published on
  • Friday, May. 10, 2019
A scene from Nike's "Welcome Home"--directed by Spike Jonze of MJZ for TBWA\Media Arts Lab--won four Gold Pencils.
One Show's Opening Night Finds adam&eveDDB, Droga5, McCann NY, W+K Among Big Winners
Nike’s "Dream Crazy" from W+K honored with Gold One Show Cultural Driver Award

London agency adam&eveDDB, Droga5 New York and McCann New York were the leading Gold Pencil winners on the first night (5/8) of The One Show 2019, The One Club for Creativity’s global awards program celebrating excellence in creativity of ideas and quality of execution.

Also winning big was Wieden+Kennedy, Portland, Ore. for Nike’s “Dream Crazy” which was honored with 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.  Produced by Park Pictures in L.A. with editorial by Joint in Portland, “Dream Crazy” features star and not so prominent athletes striving to excel. It also touches on the controversy of NFL players kneeling during the national anthem to protest racial inequality and instances of police brutality. Kaepernick was the first player to protest in this manner during NFL games, leading to his, some contend, being banished from playing professional football. Kaepernick first appears on camera midway through the commercial. As his face is revealed, a reflection of an American flag is visible on a building facade behind him. At the start of the ad, Kaepernick says, “If people say your dreams are crazy, if they laugh at what you think you can do, good. Stay that way because what nonbelievers fail to understand is that calling a dream crazy is not an insult. It’s a compliment.” He later declares, “Believe in something, even if it means sacrificing everything.”

Lance Acord, Emmanuel “Chivo” Lubezki and Christian Weber of Park Pictures directed “Dream Crazy.”

The top Gold Pencil winner on this first night of The One Show 2019 with a total of eight honors was adam&eveDDB London with Campaign Against Living Miserably (CALM) London and This Morning ITV London for CALM’s “Project 84.”  The agency’s eight Gold Pencils for “Project 84” consisted of three Golds in Health Wellness & Pharma, two in Creative Effectiveness, two in Design and one in Public Relations.

Droga5 New York picked up seven Gold Pencils, including four for The New York Times’ “The Truth Is Worth It” in Moving Image Craft (one of them with Furlined Santa Monica), two for Tourism Australia’s “Dundee: The Son of a Legend Returns Home” (one each in Branded Entertainment and Public Relations) and one with Wieden+Kennedy New York and Bud Light New York for HBO’s “Game of Thrones x Bud Light--Joust” in Branded Entertainment.

McCann New York also received seven Golds, including three for March for Our Lives’ “Price On Our Lives” (all in Public Relations), three for MGM Resorts International’s “Universal Love Songs” (two in Branded Entertainment and one in Radio & Audio) and one for State Street Global Advisors’ “Fearless Girl” in Creative Effectiveness.

Serviceplan Germany, Munich, with Serviceplan Korea, Seoul, won five Gold Pencils, all for Dot Incorporation’s “Dot Mini. The First Smart Media Device for the Visually Impaired,” including three in Health Wellness & Pharma and one each in Design and Intellectual Property. TBWA\Media Arts Lab Los Angeles also picked up five Golds, including four for Apple’s “Welcome Home,” directed by Spike Jonze of MJZ (three in Branded Entertainment and two in Moving Image Craft).

Best of Discipline winners for the first night of The One Show 2019 were:

  • Branded Entertainment: DDB Chicago “Broadway the Rainbow” for Mars Wrigley Confectionery
  • Creative Effectiveness: Wieden+Kennedy Portland “Dream Crazy” for Nike
  • Design: The New York Public Library New York with Mother New York “Insta Novels” for The New York Public Library
  • Health Wellness & Pharma: AMVBBDO London “Viva La Vulva” for Essity
  • Intellectual Property: FCB Inferno London “Story Sign” for Huawei
  • Moving Image Craft: Sra Rushmore SA Madrid with Blur Films Madrid “Hope” for International Committee of the Red Cross
  • Public Relations: Leo Burnett Chicago “Legal-ade” for Kraft Heinz Country Time Lemonade
  • Radio & Audio: BWM Dentsu Sydney “Project Revoice” for The ALS Association

The One Show special awards

Special awards bestowed the first night of The One Show (5/8 in NY) were not only the Gold One Show Cultural Driver Award won by “Dream Crazy” but also The One Show Green Pencil. The latter, recognizing the single most environmentally conscious creative work for the year, was awarded to BETC Paris for “Save Our Species” on behalf of Lacoste.

For this first night of The One Show 2019, there were 85 Gold, 92 Silver and 99 Bronze Pencils awarded for work from 23 countries.  A total of 19,445 pieces were entered this year from 73 countries.A complete list of all Pencil winners for the first night of The One Show can be viewed here.

The second night of The One Show comes this evening (5/10) at Cipriani Wall Street, capping The One Club’s Creative Week in New York. Tonight’s proceedings will award work in Creative Use of Data, Digital Craft, Direct Marketing, Experiential & Immersive, Film, Integrated, Interactive & Online, Mobile, Print & Outdoor, Social Influencer Marketing, Social Media and special awards such as Best of Show, Agency of the Year, CMO Pencil and Penta Pencil.

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