Special Group scored NZ’s only Pencil – a Silver – at the One Show Entertainment Awards, announced yesterday in LA.
NZ’s three other finalists – Colenso BBDO, String Theory and .99 – won Merit awards.
Special’s Silver was for its Lion Nathan/Diageo Smirnoff Night Profect (in the Reality/Unscripted Series category).
The Merits were:
- Colenso’s Frucor Skate Pinball (in Events & Installations)
- String Theory’s Good Books Metamorphosis (Online Branded Entertainment – Short Form)
- .99's Air NZ Who Murdered Rico? (Online Gaming)
“The Smirnoff Night Project followed contestants over an unpredictable and often nerve-wracking seven days as they try to pull off their incredible ideas – and with some quite stunning results,” said the release from Special.
“Tom & Beth wanted to screen Jaws to an audience floating in the ocean at night, Dan wanted to stage a live music gig in the middle of completely nowhere, Amber created a mass game of Zombie tag in the country’s most haunted building and Robbie created an entirely white world before destroying it (and covering everyone inside) with colour.”
The television series was filmed by Special Problems (you can view the first ep at http://www.admedia.co.nz/?s=smirnoff&x=0&y=0) and the events were managed by Mango.
One Show Entertainment 2012 announced a total of 19 Gold, 22 Silver and 27 Bronze Pencil winners from 35 countries for the year’s best in branded entertainment from across the globe. Best of Show honours went to CAA for the short film Back to the Start and soundtrack, both commissioned by its client Chipotle to promote sustainable agriculture, family farming and culinary education.
Back to the Start from filmmaker Johnny Keller depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack features Coldplay’s haunting classic The Scientist performed by country music legend Willie Nelson.
The top countries were:
- US (16 Gold, 10 Silver, 18 Bronze)
- Australia (5 Silver, 2 Bronze)
- South Africa (2 Silver, 1 Bronze)
Among the other Gold Pencil winners were:
Scripted Series: Brand Arc’s Curb Your Enthusiasm produced for Toyota
Short Form: BBDO New York Dig Deeper produced for HBO
Documentaries: Warrior Poets POM: The Greatest Story Ever Told
Long Form: 72andSunny MFCEO produced for K-Swiss
Television Promo: Triple Double’s Brotherhood Promo for NBC
“Today branded entertainment is more than helping brands sell product,” said Kevin Swanepoel, President and interim CEO at The One Club. “As Chipotle has shown us this evening with its Best of Show soundtrack and film to promote a sustainable food system, branded entertainment can gives businesses the power to create movements that can cultivate a better world.”
A topflight roster of the world’s creatives and Hollywood VIPs mingled in between cocktails, dinner and the multimedia awards ceremony, which was held at one of the most innovative new spaces in the Los Angeles area— the Museum of Flying in Santa Monica, CA.
This year’s One Show Entertainment competition featured a broad range of categories including television, film, motion graphics, music, gaming, branded applications, online branded entertainment, events and installations, and innovation in branded content. Three exciting new categories were added to this year’s competition: best brand channel, promos and title sequences.
Conceived and produced by The One Club, One Show Entertainment is the first and only awards competition dedicated to honoring the agencies, production companies, network/cable TV channels, film studios and clients creating and producing branded entertainment. Since its launch in 2008, the awards competition has grown in industry popularity, this year more than doubling submissions, with entries received from 35 countries across the globe.
A complete list of all One Show Entertainment Pencil winners can be found at www.oneclub.org along with jury member bios and headshots.
This year’s One Show Entertainment awards ceremony was sponsored by Variety.
About The One Club
The One Club, a non-profit organization, exists to champion and promote excellence in advertising and design in all its forms. Founded in 1975, as part of its mission to promote high standards of creative excellence, The One Club produces the One Show, One Show Design, One Show Interactive and One Show Entertainment. The coveted One Show Gold Pencils are regarded as the zenith of achievement in the advertising world.
In 1995, The One Club established an education department, dedicated to fostering the creative talents of advertising students nationwide. The department administers scholarships to outstanding students in advertising programs at a variety of schools across the country and produces an annual College Competition. As a part of this department, the award-winning One Club Diversity Program conducts workshops, portfolio reviews and outreach to multicultural students around the country.
Art & Copy, a documentary film produced by The One Club, recently won an Emmy Award after appearing on PBS Independent Lens.