Leo Burnett‘s Toronto team earned three medals at Thursday night’s One Show Awards, arguably the biggest of the One Club’s award programs. The wins add to the three Pencils the agency won Monday night at One Show Design.
“The One Show is incredibly tough to win,” said Leo Burnett’s chief executive officer/chief creative officer Judy John at the packed reception at Alice Tully Hall in uptown New York City. “The judges are tougher here than at Cannes, so this is an honour for Leo.”
BBDO Toronto also won two Pencils at last night’s awards, bringing Canada’s One Show medal count to 12 over two nights of award show galas.
Leo Burnett earned a Silver and Bronze Pencil in the Collateral category for its Bounty posters for Procter & Gamble.
It’s third Pencil—a Bronze in Public Service—came for Raising the Roof‘s outdoor posters, which were pasted in unconventional places to draw attention to the plight of homeless youth.
BBDO collected a a Silver Pencil in Innovation In Advertising and a Bronze in Non-Broadcast for its already well-awarded Skittles online ads for Wrigley Canada. The online videos, which asked viewers to touch the screen, performed well at last year’s Cannes International Festival of Creativity. “Cat,” in particular, was described as “fu—ked up” by several subsequent presenters.
The evening’s Best of Show honours went to Mother New York‘s “Little Marina” for Target. The project was intended to announce a collaboration between the retailer and the Missoni fashion brand. The mystery blogger who first publicized the collaboration was flown to New York’s Fashion Week, where it was revealed she was an oversized but finely crafted puppet who moved from event to event, wore Missoni fashions, posted photos and texted from her giant iPhone and interacted with passersby.
“Not only did fashionista and blogger ‘Little Marina’ play a key role in the conversation during New York Fashion Week, she became the talk of the town,” said Kevin Swanepoel, president at The One Club, in a release. “It’s no surprise that Mother New York’s Target campaign remains the talk of our creative industry with its ‘Best in Show’ honors.”
The five Pencils Canadian agencies won Thursday night fall well behind the One Show-leading 43 won by U.S. agencies. Germany earned the second most awards among the competing nations with 10.
The One Club’s third and final award show—One Show Interactive—occurs Friday night in New York as part of Creative Week. Watch MarketingMag.ca and @Marketing_Mag for the latest One Show news.
To see all the Gold Pencil and Canadian medal winners, visit our One Show listing page.
