MENA wins 7 Gold Pencils at The One Show 2020
McCann Tel Aviv Wins Four Gold Pencils, Two for Leo Burnett Israel
New personalized Digital Pencils created by R/GA for all winning creatives; special awards including Best of Show and Agency of the Year announced tomorrow in original video by hip-hop improv group/Broadway stars Freestyle Love Supreme.
Agencies in Israel, Turkey, and UAE won 13 Pencils and 15 Merits at The One Show 2020, this year’s largest global awards for creative excellence in advertising and design, produced by The One Club for Creativity.
Leading the way was McCann Tel Aviv with McCann Worldgroup with four Gold Pencils, all for “ThisAbles” on behalf of IKEA. The work took home two Golds in Health, Wellness & Pharma — one each in Products and Innovation in Health & Wellness — one in Design, Innovation in Design and another in Integrated, Innovation in Integrated Branding.
“ThisAbles” was also awarded two Silver Pencils — one each for Direct Marketing, Innovation in Direct Marketing and Public Relations, Community Building — and two Bronze, one each in Integrated, Brand Transformation and Public Relations, Brand Voice.
Leo Burnett Israel Tel Aviv won two Gold Pencils for “Eva Stories” on behalf of K’s Galleries. One was in Branded Entertainment, Experiential – Live Events and the other in Social Media, Craft – Writing. The work was also awarded a Silver Pencil for Public Relations, Events & Experiential and a Merit for Creative Effectiveness, Single Country or Region – Non-Profit/Charity.
The other Gold Pencil for the region went to Impact BBDO Dubai with Stoked Films, OMD and Alleycat, all in Beirut, for “The Toxic Flag” on behalf of The Waste Management Coalition and Greenpeace in Design, Spatial Design – Experiential & Immersive. The work also won three Merits, one each in Experiential & Immersive, Health, Wellness & Pharma and Out-of-Home. Impact BBDO Dubai with BBDO Pakistan Lahore and Samar Minallah Khan Islamabad also received a Merit for Berger Paints “Truck Art Childfinder” in Direct Marketing, Craft – Art Direction.
The remaining One Show 2020 Pencil winner from the region was Rafineri Istanbul, winning a Bronze for “Dear Brother” on behalf of LÖSEV in Health Wellness & Pharma, Branded Content. The work also won a Merit in Branded Entertainment, Long Form Video – Single.
Other Merit winners in MENA included TBWAIstanbul with six, including three for Turkcell “Unreachables” in Radio & Audio, two for Theater Hours “Acting Identity” in Design, and one for “Musical Font” on behalf of fizy in Design.
Winning one Merit each were Havas Istanbul with ABT and Medyabank, all Istanbul, for “Finish – Glasses of Drought” on behalf of Reckitt Benckiser in Creative Use of Data, Data Visualization, and FP7 McCann with Carat MENA, both Dubai, for Mastercard “Astronomical Sales” in Out-of-Home, Innovation in Out of Home.
A total of 19,688 pieces from 71 countries were entered into The One Show 2020. This year’s jury upheld the show’s long-standing high standards as one of the industry’s most difficult honors to win, awarding just 552 Pencils: 171 Golds, 169 Silver and 213 Bronze.
The One Show 2020 special awards, including Best of Show, all Best of Disciplines and Agency of the Year, will be revealed tomorrow at 12:00 pm EDT in an entertaining streaming video on The One Club website and social channels created by hip-hop improv group and Broadway stars Freestyle Love Supreme.
New this year are The One Show Digital Pencils, available to every member of a creative team identified in credits for winning work. Developed by R/GA New York, the personalized Digital Pencils will be rendered in advance and downloadable in three sizes suited for immediate sharing on social media. Physical Pencils will also be sent to winners as usual in the coming weeks.
All of this year’s Gold, Silver and Bronze Pencil winners can be viewed at the new, custom-built The One Show 2020 Pencil Showcase. Winning work is presented by discipline, allowing visitors to view case studies and credits, as well as search for the 2020 winners list by individual, agency, brand, discipline and region. A complete list of all Pencil and Merit winners is available here.
The One Show 2020 top global winners
The leading global winner in The One Show 2020 was “Moldy Whopper” for Burger King, created by INGO Stockholm with DAVID Miami and Publicis Bucharest. The work won the most Gold Pencils with 18, as well as four Silver Pencils, one Bronze and one Merit.
McCann New York was awarded 15 Gold Pencils, including nine for Microsoft ”Changing the Game” and six for March For Our Lives “Generation Lockdown”. Scholz & Friends Berlin also won 15 Golds, including 11 for “The Tampon Book: a book against tax discrimination” on behalf of The Female Company and four for Berliner Philharmoniker “Sound Images”.
FCB Canada Toronto received 11 Gold Pencils, all for “Project Understood” on behalf of Google AI/Canadian Down Syndrome.
BBDO New York won eight Golds, including five with Smuggler New York for Sandy Hook Promise “Back to School Essentials” and three with Sanctuary Los Angeles for Monica Lewinsky “The Epidemic”. Also with eight Gold Pencils was BBDO Toronto with Flare BBDO Toronto, all for Regent Park School of Music “Parkscapes”.
“It’s been a difficult year for the industry and world at large, and we believe elevating and recognizing the best work in the world provides some good news at a time when it’s really needed,” said Kevin Swanepoel, CEO, The One Club. “As a nonprofit organization, it’s our mission to support the global creative community. Many creatives told us they could really use the inspiration and positive shared experience of the awards, and that motivated us to push forward with online judging and special streaming winners’ presentations.”
He added: “As the industry’s largest program for celebrating creativity this year, The One Show 2020 is the authoritative show for global creative excellence, and global platform for bringing the industry together.”
The One Club awards shows each have their distinct focus. The One Show judges focus on creativity of ideas and quality of execution, while ADC Annual Awards juries maintain their historic concentration as the champion for craft, design and innovation.
In early March, The One Club announced the switch from in-person to online judging for both of this year’s awards shows. The change allowed jury members from around the world to continue to review entries in safe environments, and enabled the shows to maintain the global integrity and quality to the judging process.
In-person judging, Creative Week and The One Show, ADC Annual Awards and Young Ones Student Awards ceremonies in New York will resume in 2021.
