This Pencil is Worth the Win! Check out these Groundbreaking Winners from Last Year’s The One Show.
Diversity and inclusion, social impact, gender norms, and many similar issues are major trends in today’s media industry. These are just some of the topics people are passionate about. Advertising campaigns create strategies to defy norms and produce groundbreaking ideas that make a big impact on specific markets in various world cultures.
The One Club For Creativity, like many other award shows, is a major pioneer in this aspect of today’s growing media industry, empowering norm-breaking ideas and supporting campaigns that do not represent the traditional and conventional images we have seen so many times.
What makes The One Show (the One Club’s award ceremony) so special is its focus on insightful campaigns that have broken stereotypes, stepped outside the box, and included the realness of the world we live by showing how commercials, campaigns, visual designs, and interactive media can reflect many happenings, events, social issues, and important topics of the world that deserve recognition. The Pencils are awarded to these campaigns that take it to the next level.
As the 2020 submissions are now open, let’s take a look at previous winners that have won big and won our hearts at The One Show:
1. Nike — Just Do It / Dream Crazy
In the protest movement led by Colin Kaepernick, who decided to take a knee to stand against police brutality, Nike found a great opportunity to empower and encourage athletes who dare to stand for a great cause, especially in America. Many people were outraged and started burning their Nike shoes because they thought Nike was standing with Kaepernick “against US patriotism,” while others praised the brand for taking a stand against hate and crime in the country. The main visual was Kaepernick with the words “Believe in something, even if it means sacrificing everything,” which was part of a major social community campaign that led celebrities, public figures, and the online community to praise Nike by purchasing products and promoting its brand image through online and broadcast media. The brand truly shook the United States in the past year.
2. Spotify — David Bowie is Here
https://www.youtube.com/watch?v=Q50E6dvvHc8
A campaign that won in the Branded Entertainment category, “David Bowie is Here” was an ode and tribute to the late inspirational rock star who left a great impact, specifically in the target market of New York City. Spotify’s in-house creative team was the agency behind this idea — they utilized ambient media to remind people that David Bowie is “still with us” and that he never left. Posters, MetroCards, paintings, and stickers were deployed throughout New York’s underground subway areas, which caught people’s attention and gave them that nostalgic feeling.
3. The New York Times — The Truth is Worth It
https://www.youtube.com/watch?v=18CGnEpeRfI
Fake news have become a massive trend in recent years, with many media publications altering the truth about certain events around the world — specially when it comes to third-world countries. The New York Times did an outstanding job of summarizing how news — real news, specifically — should be portrayed, through a short, copy-heavy 2-minute video narrative. It showed a reporter’s journey through Myanmar, Southeast Asia. We do not see her (Hannah) — we only see her point-of-view throughout her trip, trying to access information about a village while government officials refuse to talk to her. Eventually, the villagers spill all the truth about the unfortunate events in their town. All of this is narrated through words on screen, which eventually turn into Hannah’s headline and byline in the newspaper. This outstanding achievement in copy writing led the campaign to win a GOLD Pencil in the CMO category.
4. Coca-Cola — This Coke is a Fanta
One very astonishing category at The One Show is the Cultural Driver category, which aims to promote and recognize campaigns that made an impact on a certain community and has somehow fought against oppression. Last year’s bronze award in that category went to Coca-Cola Brazil. They used an actual saying that is common in Brazil, “This Coke is a Fanta,” used to mock homosexuals. While the phrase has been used derogatorilyy, Coca-Cola decided to turn their products into Fanta as a form of support for the LGBT community. The result: bloggers, vloggers, online communities, and many people purchased the new Fanta/Coke hybrid and were so pleased that the brand took a stand with them against homophobia and hate. The simplicity and obviousness of this idea was hit the right notes to create a big impact on a massive community in Brazil.
Do you think you have what it takes to win a Pencil?
