72andSunny and DDB Paris Tie for Best of Show at One Show Interactive
The agencies won for work on K-Swiss and Greenpeace, in a first for the awards.By: Shareen Pathak, Published: May 14, 2012
Call it a two-fer.
This is the first time in the history of the awards, which honors the best digital creative work of the year, Kevin Swanepeol, president and interim CEO of the One Club, said in a statement, calling both campaigns "brave."
72andSunny's campaign featured Kenny Powers running everything at K-Swiss, and enlisting some star athletes to help him lead the company and the world. Directed by Caviar's Jody Hill, the campaign had a robust digital component that let shoppers use their mobile phones and Microsoft tags to access "secret content," and Powers videos on Funny or Die and Facebook. K-Swiss also won the 'Client of the Year' award at the One Show awards earlier last week.
"A New Warrior," was DDB Paris' website promoting Greenpeace's new 'Rainbow Warrior' ship, which let supporters buy pieces of the new vessel to make a donation. The site also let visitors explore the ship through a 3D design.
Ninety-one Pencil winners from 17 countries were announced, with 35 winners from the U.S., nine from Sweden, and eight each from Canada, Germany and the U.K.
Other Gold Pencil winners included BBDO Toronto's hilarious "Touch the Rainbow" work for Skittles/Wrigley Canada and TBWA/Chiat/Day's series of web films featuring Ice Cube, Jason Schwartzman and Anthony Kiedis for Pacific Standard Time.
SapientNitro also won a Gold for "Sneakerpedia," for Foot Locker Europe, while MUH|TAY|ZIK- HOF-FER also won for the interactive website, "Slavery Footprint," for Call & Response and the State Department. Google Creative Lab also won a Gold Pencil for "3 Dreams of Black," the WebGL film by Aaron Koblin and Chris Milk to promote Danger Mouse and Daniele Luppi's album "Rome."
Goodby, Silverstein & Partners also won a Gold Pencil for "Stunt Anthem," the action-packed campaign for the Chevy Sonic that saw the car bungee jump and skydive, among other stunts, while DraftFCB earned nods for "Your Mom Hates Dead Space 2," for Electronic Arts, which filmed the horrified reactions of mothers after they saw how violent the new game was.
Check out the full list of winners at the One Show website.