London's Tate Modern Museum Named 'Best in Show'
Masterfoods Named 'Client of the Year'
The One Club Awards Advertising's Best in Print, Television, Radio & Design Campaigns
NEW YORK, May 9 — The One Show announced the winners of the Gold, Silver and Bronze Pencils at Jazz at Lincoln Center in the Time Warner Center earlier this evening. Host Kenny Mayne, a veteran sportscaster on ESPN's SportsCenter, regaled the crowd with his witty commentary as he gave the night's play by play. Winning an award at the One Show, produced by the non-profit organization The One Club, is the advertising industry's equivalent to winning an Oscar. The 32nd Annual One Show was celebrated in front of more than 600 industry professionals.
Top honors for "Best in Show" went to Fallon London agency for its campaign "Tate Tracks" for client Tate Modern. The concept was to invite musicians that appealed to the 16-24 year-old demographic, such as Chemical Brothers and Grahm Coxon from Blur, to walk the gallery and find a piece of work that inspired them. Each musician wrote a track of music that was released exclusively inside the museum via listening kiosks in front of the art work, offering visitors the unique opportunity to experience the music in the same place that it originated.
"This campaign is the ultimate innovation in audience interaction," said Mary Warlick, CEO of The One Club. "The concept of utilizing contemporary musicians to enhance the exhibited artwork-engaging the audiences' visual and audio senses-is an ingenious approach to attracting this ever elusive age group."
The 2007 Client of the Year is Masterfoods, representing their creative emergence as a packaged goods company. Masterfoods established its brand with some of the most effective creative advertisements, including the exemplary creative work for Skittles, Combos, Snickers and Whiskas.
The top Pencil winners at this year's One Show (in a breakdown by office) include:
TBWA: Total 18 (9 Gold, 4 Silver, 5 Bronze)
Berlin (1 Silver, 1 Bronze); New York (9 Gold, 2 Silver, 2 Bronze); Auckland (1 Silver, 2 Bronze)
Ogilvy & Mather Worldwide: 9 Total (5 Gold, 2 Silver, 2 Bronze)
Toronto (1 Gold); Singapore (3 Gold, 1 Silver); Cape Town (1 Silver); New York (1 Gold); Mexico (1 Bronze); Chicago (1 Bronze)
Saatchi & Saatchi: 9 Total (2 Gold, 5 Silver, 2 Bronze) New York (1 Gold, 2 Silver, 1 Bronze); Singapore (1 Gold, 3 Silver, 1 Bronze); Auckland (1 Bronze)
Also announced tonight was the winner of the People's Choice award. Visit OneShow.TV to view the winner of the first-ever online voting campaign in which the public was invited to cast a vote for their favorite television advertising of the year.
A complete list of 2007 One Show Gold, Silver and Bronze Pencil winners and finalists entries (including agency and award title) can be found at http://www.oneclub.org/.