The winners’ list of the prestigious One Show 2008 awards is finally out. Out of a total of 15 Indian entries in the final round of judging, O&M is the only agency to have won a Pencil. The agency has won a Bronze for its work ‘Stomach’ for client GlaxoSmithKline under the Posters - Campaign category. Other agencies that were in the finals at this year’s One Show awards are Rediffusion DYR, Leo Burnett, JWT and Meridian Communication.
On the overall level, US agencies bagged the maximum number of recognitions with 54 Pencils. The TBWA network won 12 Pencils, including two Golds, six Silvers and four Bronzes. BBDO New York won nine Pencils including five Golds, two Silvers and two Bronzes. Saatchi & Saatchi and O&M bagged seven and six Pencils respectively. Saatchi & Saatchi bagged four Golds, while O&M got one Gold.
Leo Burnett has won a total of five Pencils including four Silvers and one Bronze. Other winners include McCann Erickson Worldwide with a total of five Pencils including four Golds and one Bronze. Wieden+Kennedy won four Pencils including three Silvers and one Bronze.
Top honors for ‘Best of Show’ went to McCann Worldgroup SF & T.A.G. for their integrated branding campaign created to launch Microsoft’s XBOX Halo 3 video game. The campaign centred on a real world diorama built to commemorate the fictional battle between mankind and its alien enemy, and painted a picture of the ultimate hero - Master Chief. Through TV spots of accounts from battle veterans, online interactive flyovers of the entire monument and outdoor ads designed to look like commemorative murals and plaques, the audience started to see Halo 3 as a story with real emotion and Master Chief as a hero who personified courage, duty and sacrifice.
Mary Warlick, CEO, The One Club, said, “The ‘Believe’ campaign catapulted Halo 3 from an ordinary video game into a worldwide cultural phenomenon due to its ability to build an emotional rapport with the audience. The innovative stream of interactive TV, Web and cinema advertisements was an inspired approach that successfully attracted an audience beyond the typical gamer.”
Burger King was named 2008 Client of the Year.