BBDO, Jam3, Taxi and DDB Vancouver win Pencils at The One Show’s second night

Four Canadian agencies picked up Pencils at the second and final night of The One Club for Creativity’s 46th annual One Show on Friday, including a gold for BBDO Toronto.

BBDO, which led all Canadian agencies with six Pencils in the show’s first night, picked up its third gold in the Social Media, Livestream category for “The Paralympic Network” execution on behalf of the Canadian Paralympic Committee.

“For years, the Canadian Paralympics struggled to find the coverage they deserved in traditional media channels,” BBDO chief creative officer Denise Rossetto told The Message. “Our program changed everything by recruiting fans, athletes and ambassadors to sign up to livestream our events to their social networks with our first-of-its-kind app… The Paralympic Network is the story of how a small but passionate group of influencers became broadcasters, making the 2018 Winter Paralympics the most watched in Canadian history.”

Jam3 earned two bronze Pencils, one in Digital Craft, Cross-Channel UX/UI—Digital/Physical and a second in Interactive & Online, Interactive Digital Installations, for its “Unlock the Drop—ComplexCon” work for Adidas Originals.

Taxi Toronto earned a bronze in the Direct Marketing, Craft—Art Direction category, for its “#Unignorable” campaign on behalf of the United Way.

Meanwhile, although it was officially entered by McDonald’s agency We Are Unlimited, DDB Vancouver was part of the multi-agency credits for “The Flip,” which saw the QSR flip its iconic M logo upside down for International Women’s Day in 2018. The campaign won five golds and three silvers.

Best in Show honours went to Wieden+Kennedy Portland, with Park Pictures Los Angeles and Joint Portland, for Nike’s “Dream Crazy.”

Other top honours, based on cumulative One Show Pencils and Merits across multiple disciplines, included:

  • 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 were as follows:

  • 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: TBWA\Chiat\Day 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

David Rubin, chief marketing officer at The New York Times, won the 2019 CMO Pencil selected by a jury of 10 leading global CMOs. Rubin won on the basis of the Times“The Truth is Worth It” campaign as the single most impactful idea on a brand’s business in the past year.

The work by New York’s Droga5 was chosen from among the year’s 20 highest-scoring entries, including Best of Discipline winners, narrowly beating out Nike’s “Dream Crazy” campaign.

The Penta Pencil, which honours the agency and brand who have together created stellar creative work for the past five years, went to adam&eveDDB London and client John Lewis & Partners.

A total of 569 Pencils—180 gold, 178 silver and 211 bronze—were awarded at The One Show this year, which attracted a total of 19,445 submissions from 73 countries.


MCDONALD’S | THE FLIP from Elle Ginter on Vimeo.

Chris Powell