One Show Pencils for 2009

The One Club announced the 2009 One Show Pencil winners on Wednesday May 6. Here’s a list of the Green, Gold, Silver and Bronze Pencils.

Best of Show

Tourism Queensland – Best Job in the World, CumminsNitro, Brisbane

Green Pencil Winner

Haagen Dazs Help the Honey Bees, Goodby, Silverstein & Partners, San Francisco

Gold Pencil Winners

Chrysler Korea Two Worlds, BBDO/Proximity Malaysia, Kuala Lumpur (Newspaper Campaign)
Google Search Tips, Grey, Istanbul (Radio Single)
Crest – Lice, Saatchi & Saatchi, New York (Television Single)
Skittles – Pinata, TBWA\Chiat\Day, New York
Crest – Bulldozer, Lice, Pre Nup, Saatchi & Saatchi, New York (Television Campaign)
Midas – Chase, DDB Canada, Vancouver (Television)
Nike – Next Level, 72 and Sunny, Los Angeles (Cinema Single)
Jewish Council for Education & Research – The Great Schlep (Non Broadcast Single)
NYC & Company & Warner Brothers Records – Oasis Dig Out Your Soul In The Streets, BBH, New York (Innovative Media – Single)
Haagen Dazs – Help the Honey Bees, Goodby, Silverstein & Partners, San Francisco (Integrated Branding Campaign, Innovative Media Single>
Sega Offset The Evil, Clemenger BBDO Sydney (Integrated Branding Campaign)
Tourism Queensland, Best Job in the World, CumminsNitro Brisbane (Integrated Branding)

Silver Pencil Winners

Mattel Scrabble – The Beautiful Word, Ogilvy France, Paris (Magazine Color Campaign)
Miller – Miller High Life Products, Saatchi & Saatchi, New York (Print Campaign)
HBO/Big Love – HBO Audio Mural Installations, BBDO, New York (Outdoor Single)
Green Works – The Reverse Graffiti Project, DDB West, San Francisco (Outdoor Single)
Adidas – Impossible Goalkeeper, TBWA\Deutschland & 180\TBWA, Berlin (Outdoor Single)
James Ready – Share Our Billboard Campaign, Leo Burnett, Toronto (Outdoor Campaign)
Chrysler Korea – Mountain Goat & Crocodile, BBDO Proximity Malaysia, Kuala Lumpur (POP and In Store Single)
Lion Nathan Australia TED 696 Project, BMF, Sydney (POP & In Store Campaign)
Unilever Thailand – Torture Test, Lowe Limited, Bangkok (Promotion)
Red Cross Argentina – Flooded House, Leo Burnett, Argentina, Buenos Aires (Public Service Outdoor and Posters Single)
Global Coalition for Peace – What goes around comes around, Big Ant International, New York (Public Service Outdoor and Posters Campaign)
Surfrider Foundation – Seafood Posters, Saatchi & Saatchi LA ((Public Service Outdoor and Posters Campaign)
theunconvention.com – Park, Campbell Mithun, Minneapolis (Television Single)
Discovery Networks – I Love the World, 72 & Sunny, Minneapolis
Cadbury Schweppes Australia, Burst, GPY&R, Melbourne (Cinema Single)
NYC & Company & Warner Brothers Records – Oasis Dig Out Your Soul In The Streets, BBH, New York (Non-Broadcast Single)
Environmental Defense Fund – Polar Bears, Ogilvy New York (Non-Broadcast Single)
Studio Brussels – Black Boy Wanting Water, Mortierbrigade, Brussels (Innovative Media Single)
Burger King – Whopper Sacrifice, Crispin Porter & Bogusky, Boulder (Innovative Media Single)
Secret Diary of a Call Girl on Prime (Sky TV) – £1000 an hour, Draft FCB, Auckland (Trade Press Single)
IKEA – Low Voice, zig, Toronto (Trade Single)
Nampak – Stories, Grey South Africa, Sandton (Radio Campaign)
CareerBuilder.com – Tips, Wieden+Kennedy, Portland (Television Single)
Discovery Networks – I Love the World, 72 and Sunny, Los Angles (Television Single)
NBA/ABC/ESPN/TNT – Fear, Goodby Silverstein & Partners (Television Single)
NBA/ABC/ESPN/TNT – There can be only One, Goodby Silverstein & Partners (Television Campaign & Integrated Branding Campaign)
Canadian Film Centre – Scooter, Doug Agency, Toronto
Studio Brussels – Black Boy Wanting Water, Mortierbrigade, Brussels

Bronze

Chrysler Korea Bushman & Eskimo, BBDO/Proximity Malaysia, Kuala Lumpur (Newspaper Single)
EUT Marketing – Boardroom, Saatchi & Saatchi, Singapore (Newspaper Single)
Mattel naeimSbru, JWT Chile, Santiago (Magazine Single)
Italasia – Fish, Leo Burnett, Bangkok (Magazine Single)
Mattel – Split Objects, JWT Chile, Santiago (Magazine – Campaign)
Harvey Nichols – Standing, DDB London (Outdoor Single)
Teleinfo Media – Roundabout, Creative Juice, Bangkok (Trade, Single)
Volkswagen – Customized Trucks, Almap BBDO, Sao Paulo (Trade Campaign)
Chrysler Korea – Husky & Camel, BBDO/Proximity Malaysia, Kuala Lumpur (POP & In Store Single)
Harvey Nichols – Mannequins, DDB, London (POP & In Store)
Miller – Miller High Life Products, Saatchi & Saatchi, New York (Collateral Posters Campaign)
ESPN NASCAR – The Cup, Wieden+Kennedy New York (Promotion)
United Nations UN Voices Project, Saatchi & saatchi, Sydney (Public Service Print Campaign)
Amnesty International – Eye Tracking, Jung Von Matt, Berlin (Outdoor & Posters Single)
EPA Action EPA, Almap BBDO Sao Paulo (Public Service Outdoor & Poster Single)
Islamic Research Foundation – Bush, DDB Mudra, Mumbai (Public Service Radio Single)
Shelter – House of Cards, Leo Burnett, London (Public Service Television Single)
NZ International Comedy Festival – Offensive, Colenso BBDO, Auckland (Radio Single)
ESPN – Doctor, Poison Control, New Employee, Arnold Worlwide, Boston (Radio Campaign)
Nike – Next Level, 72 & Sunny, Los Angeles (Television Single)
Comcast – Rabbit, Goodby, Silverstein & Partners, San Francisco (Television Single)
Crest – Bulldozer, Saatchi & Saatchi New York (Television Single)
Lancefinal.com – Everything has its price, Leo BUrnett Brazil, Sao Paulo (Television Campaign)
Monster.com – Double Take, BBDO New York, (Television Single)
NBC Universal – The Invisible Man, Shackleton, Madrid (Television Campaign)
Heineken/Dos Equis – Rollerblading, Euro RSCG Worldwide, New York
Telecom/Arnet – One Million Users, Santo, Buenos Aires (Commercials of Var. Length Campaign, Television Under $80K budget Campaign)
Food & Trees for Africa, Printer, Lowe Bull, Johannesburg (Television Under $80K budget Single)
Transport for London – Awareness Test, WCRS, London (Cinema Single)
E*Trade Cinema Campaign, Grey Worldwide, New York (Cinema Campaign)
Nomis Sports Innovations, Damn Boots, Johannes Leonardo, New York (Non Broadcast Single)
Green Works, The Reverse Grafitti Project, DDB West, San Francisco (Innovative Media Single)
New York City Department of Education, Million, Droga5, New York (Innovative Media Single)
Burger King – Flame, Crispin Porter & Bogusky, Boulder (Innovative Media Campaign & Integrated Branding Campaign)
Obama for America, Washington (Innovative Media Campaign)
MTV Exit Foundation, Different Lives, Colman Rasic Carrasco, Sydney (Branded Content Single)

One Show Interactive Winners 2009

The One Show Interactive Winners have been announced online, a few days after the actual awards evening on Friday night. Best of show went to Fiat for their eco:Drive campaign, developed by AKQA, London. Goodby, Silverstein & Partners was named “Interactive Agency of the Year”. Read on for the Gold, Silver and Bronze winners, or download the PDF file from the One Club.

Gold Pencils

• Playground Barometer, Playground Outdoor Equipment Stores, Akestam Holst, Stockholm (Banner – Fixed)
• Wario Land Shake It!, Goodby Silverstein & Partners, San Francisco (Banner- Dynamic)
• Axion Banner Concerts, Boondoggle, Leuven (Banner Dynamic Campaign)
• AXE 100 Girls, Unilever, BBH, New York (Microsites)
• Doritos Hotel 626, Goodby Silverstein & Partners, San Francisco (Microsites & Brand Gaming Online)
• Sprint NOW widget, Goodby Silverstein & Partners, San Francisco (Microsites)
• The Photographic Adventures of Nick Turpin, Samsung, Lean Mean Fighting Machine, London (Microsite Campaign)
• GotMilk.com, Goodby Silverstein & Partners, San Francisco (Website)
• Domino’s TiVo, Crispin Porter & Bogusky, Boulder (Website)
• Nike Basketball Ballers Network, R/GA, New York (Website – Community Driven)
• LEGO Go Miniman Go!, Pereira & O’Dell, San Francisco (Blogs, Online Branded Content Campaign)
• Burger King Whopper Sacrifice, Crispin Porter & Bogusky, Boulder (Branded Applications Online)
• Nike Football Head2Head (Branded Applications Online)
• The Great Schlep, Jewish Council for Education & Research, Droga5, New York (Online Branded Content, Intergrated Branding)
• Nokia Bruce Lee Pingpong, JWT Beijing (Online Branded Content)
• Fiat eco:Drive, AKQA London (New Media Innovation or Development)
• New York City Dept of Education Million, Droga5, New York (New Media Innvoation or Development)
• Orange Balloonacy, POKE, London (New Media Innovation or Development)
• Telia Sonera Our Song, Daddy, Goteborg (Other Interactive Digital Media)
• Debeers Unbreakable Kiss Campaign, JWT New York (Integrated Branding)
• Nokia Music Almighty, Wieden+Kennedy London (Integrated Branding)
• Modernista.com, Modernista! Boston (Self Promotion Websites)
• Full Apologies, Commonwealth of Pennsylvania, Neiman Group, Harrisburg (Public Service Websites)

Silver Pencils

Distracted Drivers, NZ Transport, Clemenger BBDO Wellington (Banner Fixed Space)
Microsoft Office for Mac Banners, Firstborn, New York (Banners Fixed Space Campaign)
Burger King Collapse Banner, Crispin Porter & Bogusky, Boulder (Banners Dynamic)
Apple Funnest, TBWA\Media Arts Lab, Los Angeles (Banners Dynamic)
Luxor Highlighters Innovation, Leo Burnett India, Mumbai (Banners Dynamic Campaign)
NVIDIA Website, Cutwater, Odopod, San Francisco (Microsites Corporate Image)
Heinz Talk to the Plant, Daddy Gotenburg (Microsites Corporate Image)
Sprint NOW Widget, Goodby Silverstein & Partners, San Francisco (Microsites)
UNIQLO TRY, Dentsu, Tokyo (Microsites)
Tostitos NOLAF, Mekanism, Element 79, San Francisco (Microsites)
UNIQLO MEETS CORTEO, Projector, Tokyo (Microsites Campaigns)
Nike Lab, AKQA, San Francisco (Websites Corporate Image)
NIKEiD, R/GA, New York (Websites – eCommerce)
Form Hope, Act, Change, Syrup, New York (Websites Community Driven)
Sony The Last Guy Everywhere, Dentsu, Tokyo (Brand Gaming Online)
Sony Pictures James Bond Quantum of Solace Multiplayer Game, Sony Pictures, Big Spaceship, Brooklyn (Brand Gaming Online)
WOWOW 12 CAMS GREATE YOUR RAINBOW, Bascule, Tokyo (Branded Application Web)
UN Voices Project, Saatchi & Saatchi, Sydney (Mobile Campaign)
Burger King Whopper Virgins, Crispin Porter & Bogusky, Boulder (Online Branded Content)
Nintendo Wario Land Shake It!, Goodby Silverstein & Partners, San Francisco (Online Branded Content)
Sega Offset the Evil, Clemenger BBDO Sydney (Online Branded Content Campaign)
Adidas Originals, Sid Lee, Montreal (Online Branded Content Campaign)
Ten Thousand Cents, Kawashima and Koblin, San Francisco (New Media Innovation or Development)
Nike Paula Chasing, AKQA, Wieden+Kennedy London (Other Interactive Digital Media)
Tourism Queensland Best Job in the World, CumminsNitro, Brisbane (Other Interactive Digital Media)
Doritos You Make It We Play It, AMV BBDO, London (Integrated Branding)
Milk White GOLD, California Milk Processor Board, Goodby Silverstein & Partners, San Francisco (Integrated Branding)
The Yellow Treehouse, Yellow Pages NZ, AIM Proximity, Colenso BBDO, Auckland (Integrated Branding)
Burger King Flame, Crispin Porter & Bogusky, Boulder (Integrated Branding)
Gringo Swear Words Dictionary, Gringo, Sao Paulo (Self Promotion Websites)
Happy Christmas from AKQA, AKQA London (Self Promotion Branded Content)
Barnardo’s Troubled Youth, BBH London (Public Service Banners Dynamic)
Nike Foundation The Girl Effect, Wieden+Kennedy Portland & Grow Interactive, Norfolk (Public Service Websites)

Bronze

Posten SMS Advice of Delivery Service, Daddy, Goteborg (Banners Fixed)
IBM Lotus Networked Banner, Ogilvy, New York (Banners Fixed)
13th Street Horror Non-Stop, Jung von Matt, Hamburg (Banners Fixed Space Campaign)
Pepsi Near Mr President Text Banner, R/GA, New York (Banners Fixed Space Campaign)
IKEA Come into the Closet, Let’s Dance, Forsman & Bodenfors, Gothenburg (Banners Dynamic Campaign)
Wasa Sandwich, Forsman & Bodenfors, Gothenburg (Banners Dynamic Campaign)
Nike SPARQ, R/GA, New York (Microsites)
Sagami Rubber Love Distance, GT, Tokyo (Microsites Campaign)
UNIQLO MEETS CORTEO, Projector Tokyo (Microsites Campaign)
Diesel.com, Farfar, Stockholm (Websites Corporate Image)
ABSOLUT.COM, Great Works, Stockholm (Websites Corporate Image)
Posten Stefan the Swopper, Akestam Holst, Stockholm (Websites Community Driven)
Greenpeace Weather, Almap BBDO, Colmeia, Sao Paulo (Brand Gaming Online)
Coke Zero Game, North Kingdom, Skelleftea (Brand Gaming Online)
Spring Valley Sensibles, George Patterson Y&R, Melbourne (Branded Application – Web)
Bjorn Borg In Action, Farfar, Stockholm (Branded Application Desktop)
AMF Pension Mms, Forman & Bodenfors, Gothenburg (Mobile Single)
Sony Pair Movie SUNAI NI NARETARA, Dentsu, Tokyo, Mobile Campaign
Audi Email LArge Window, Philipp und Keuntje Hambur (Email Marketing)
Activision Bike Hero, Droga5, New York (Online Branded Content)
Nike SPARQ, R/GA, New York (Online Branding Campaign)
NZ Book Council Read A Book at Work, Colenso BBDO, Auckland (Other Interactive Media)
Adidas Sports Nation Online, Ogilvy & Mather Shanghai (Integrated Branding)
Why So Serious – The Dark Knight Alternate Reality Game, 42 Entertainment Pasadena (Integrated Branding)
Burger King Whopper Virgins, Crispin Porter & Bogusky (Integrated Branding)
Nike+ Human Race, R/GA New York (Integrated Branding)
BOW cARD, Boctok, Tokyo (Self Promotion Websites)
Forsman & Bodenfors, Gothenburg (Self Promotion Websites)
Grow Interactive, Thank You Begins with A T (Self Promotion Websites)
Amnesty International Flies 2, Contrapunto Madrid (Public Service Banners Fixed Space)
Greenpeace Weather, Almap BBDO, Sao Paulo (Public Service Websites)
Berliner Philharmoniker Digital Concert Hall, Phil Media, Berlin (Public Service Websites)
War Child Help Child Soldiers, john st, Toronto (Public Service Branded Content)
Amnesty International Ebay Attack, Walker, Zurich (Public Service Branded Content)

Cannes Direct Lions Winners for 2009

The awards have been presented for the Direct Lions at Cannes International Advertising Festival 2009. The Grand Prix goes to Tourism Queensland for the Best Job in the World campaign, which also won the PR Grand Prix and two Gold Lions. 

Tourism Queensland worked with CumminsNitro Brisbane to place a classified ad in newspapers around the world calling for applicants for a six-month assignment on a Great Barrier Reef island. The islandreefjob.com site drew 4 million hits in one hour on the first day. During its six-week recruitment period the site received 3.4 million unique visitors. The tourism office had hoped to receive 16,000 applicants over a six-week period but received 34,684 applications from 201 countries. Ben Southall, a project manager for a not-for-profit firm in the United Kingdom, won the job, which he begins July 1. The job will pay $8,800 a month for writing a blog while engaging in tourist activities such as snorkelling.

Agency of the Year in the Direct category was Shackleton, Madrid, recognizing eleven shortlist entries, and the two gold and two silver Lions for the Pay TV campaign, “The Village where nothing ever happens” (Best Integrated Campaign, Direct Response Digital, Direct Response Broadcast, Publications and Media). The Direct Agency of the Year award is based on allocation of points: 1 point for a shortlist entry, 3 points for a Bronze Lion, 5 points for a Silver Lion, 7 points for a Gold Lion, and 10 points for the Grand Prix. If an entry is shortlisted and then goes on to win an award, the shortlist point is no longer counted.

Read on for the full list of Direct Lions (11 Gold, 12 Silver and 26 Bronze).

Gold Lions

1. Axion Banner Concerts, Boondoggle (2), Leuven, Belgium
2. Jewish Council for Education & Research, The Great Schlep, Droga5, New York, USA
3. OVK/Parents of Child Road Victims, Let It Ring (2), Happiness Brussels, Belgium
4. Conect Village Where Nothing Ever Happens (2), Shackleton, Madrid, Spain
5. Lion Nathan TED696 Project, BMF Sydney, Australia
6. Tourism Queensland, Best Job in the World (2), Cummins/Nitro, Brisbane, Australia
7. T-Mobile, Dance, Saatchi & Saatchi, London, UK

Silver Lions

1. Volkswagen, The NavigationLetter, DDB Germany, Berlin, Germany
2. Mercedes Benz, Folder Mailing, Lukas Lindemann Rosinski, Hamburg, Germany
3. Conect Village Where Nothing Ever Happens (2), Shackleton Madrid, Spain
4. Shiseido Skincare Peace Mirror, Hakuhodo Kettle, Tokyo, Japan
5. Lion Nathan TED 696 Project, BMF Sydney, Australia
6. Portugese Red Cross, Store That Sells Hope (2), Leo Burnett, Lisbon, Portugal
7. www.busuu.com, The Gomeran Whistle, La Despensa, Madrid, Spain
8. Amnesty International, Wake Up, Humans!, AIR Brussels, Belgium
9. Yellow Pages, Yellow Treehouse, AIM Proximity, Auckland, New Zealand
10. The Zimbabwean, Trillion Dollar Campaign, TBWA\Hunt\Lascaris, Johannesburg, South Africa

Bronze Lions

1. Komatsu Xtreme Precision, Duval Guillaume, Antwerp, Belgium
2. Gothenburg Homeless Aid, The Homeless Letter, GOSS, Gothenburg, Sweden
3. Verlagsgruppe Lubbe & Co, Paper Handkerchief Book, ServicePlan, Munich, Germany
4. Adobe CS4 Trojanhorse, 2009 Amsterdam, The Netherlands
5. Step Carpet, Step on Step, TBWA\Istanbul, Turkey
6. DraftFCB Kobza, Bank Transfer Job-Ad, Draft FCB Kobza, Vienna, Austria
7. MyToys.de, The Lego Codes (3), Lukas Lindemann Rosinski, Hamburg, Germany
8. Sydney Dogs & Cats Home, Throw Us A Bone, M&C Saatchi/Mark, Sydney, Australia
9. Volkswagen Bluemotion Petrol Receipt (2), DDB Germany Hamburg, Germany
10. De Beers, Unbreakable Kiss, JWT New York, USA
11. Sportspec, Parking Ticket Converter, GOSS, Gothenburg, Sweden
12. Radio Station Studio Brussels, Changed Credits & Episodes, Mortierbrigade, Brussels, Belgium
13. Pascall When Will the Fruit Burst, DDB New Zealand, Auckland, New Zealand
14. MTR Elements, Flirting with Sound (2), McCann Worldgroup, Causeway Bay, Hong Kong, China
15. Belgacom TV, Better Soccer for Better Television, Famous, Brussels, Belgium
16. De Lijn Business Cards, Duval Guillaume Brussels, Belgium
17. Four’n Twenty Meat Pies, Magic Salad Plate, Clemenger BBDO Melbourne, Australia
18. Daimler Flickr, Jung Von Matt, Germany
19. Volkswagen, The NavigationLetter, DDB Germany, Berlin, Germany
20. ANZ Bank, GettingUThru, RAPP New Zealand, Auckland, New Zealand
21. Lion Nathan TED696 Project, BMF Sydney, Australia
22. Banco Gallego, Fernando Torres, Contrapunto, Madrid, Spain

The definition of Direct Marketing for the purpose of Cannes Lions 2009 encompasses targeted direct communication designed to generate response or specific action whilst building and prolonging relationships. It is not limited only to work that contains a response mechanism (coupon, phone number etc.), but should have had some directly attributable affect on behaviour and should be concerned with obtaining a measurable response.