Asia picks up 10 Gold Pencils, 27 Silver Pencils + 28 Bronze Pencils at the 44th One Show Awards: Dentsu + Hakuhodo Tokyo win multiple Gold

The One Club for Creativity has just announced the winners for the 44th Annual One Show Awards in branded entertainment, design, direct, moving image craft, print & outdoor, public relations and responsive environments.

The One Show presentation saw Gold, Silver and Bronze Pencils awarded at Cipriani Wall Street in New York City.

Asia has walked away with a total of 10 Gold Pencils, 27 Silver Pencils and 28 Bronze Pencils out of an overall tally of 323 Pencils – 92 Gold, 102 Silver and 129 Bronze – to winners from 30 countries.

Overall, there were 21,844 entries from 73 countries. Seven Best of Discipline winners were announced, as well as special award winners: Cultural Driver Award and the Green Pencil.

Dentsu Tokyo was again Asia’s top performer winning 4 Gold Pencils – 2 for Honda’s “Honda. Great Journey” and one each for “The Study of Human Being” and Panasonic’s “Life is Electric” which also won 3 Silver Pencils.

Hakuhodo Tokyo picked up 2 Gold Pencils for RC Corp. France-Japon’s “The Washi Lingerie Poster” and for Sony Interactive Entertainment’s “Gravity Cat“.

Winning one Gold Pencil each are Iyamadesign Tokyo for Kamoi kakoshi’s “mt ex 3331” (with “mt x vitra” picking up a Silver and “Okayama Destination Campaign” collecting a Bronze); JWT Bangkok for Thai Samsung Electronics/Thai Association of the Blind’s  “Touchable Ink” which also won Silver; Ogilvy Singapore for Allianz’s “Amateur Replay“, Ogilvy Bangkok for the People for the Ethical Treatment of Animals’ “Behind the Leather“, Serviceplan Korea/Germany for “DOT. The first Braille Smartwatch” and Xio Mage & Cheng Zi Beijing for “XX” for the China Architecture & Building Press.

5 Silver Pencils were awarded to both Dentsu Tokyo and BBH Singapore, 3 to McCann Tokyo, 2 to Hakuhodo Tokyo and one each to ADK Tokyo, Cheil Worldwide Seoul, Kinetic Singapore, Leo Burnett Mumbai, Mori Tokyo, Ogilvy Thailand, Shiseido Toyko, TBWA/Hakuhodo Tokyo, TBWA Bangkok and Toppan Printing.

Dentsu Tokyo have received 8 Bronze Pencils with TBWA Bangkok picking up 4, CJ Worx Bangkok 3 and Cheil Hong Kong and Ogilvy Thailand have two each. One Bronze Pencil has been awarded to BBH Singapore, Kinetic Singapore, McCann Worldgroup India, Party Tokyo and Q Tokyo.

BBH Singapore’s 5 Silver Pencils and their Bronze were all for their already highly awarded Nike “Unlimited Stadium” campaign.

The complete list of Pencil winners is here: 2017 One Show Pencil Winners_CB Asia.pdf

The Cultural Driver Award, which celebrates influential ideas and executions that have had a noticeable impact on pop culture, awarded three Pencils:

Gold Pencil: “Formation” for Beyoncé by PRETTYBIRD/Culver City.

Silver Pencil: “Boost Your Voice” for Boost Mobile by 180LA/Santa Monica.

Bronze Pencil: “Buy Back the Block” for Checkers & Rally’s by Fitzgerald & Co/Atlanta + Uproxx Studios/Los Angeles.

Says Kevin Swanepoel, CEO of The One Club for Creativity: “What better way to kick of the Cultural Driver Award than with one of the most influential entertainers of this generation? Provocative and powerful, “Formation” – the linchpin of Beyoncé’s genre-bending Lemonade album – is more than a song or a music video. It’s a manifesto.”

The Green Pencil, which recognizes environmentally conscious creative work, was awarded to “Edible Six Pack Rings” for Saltwater Brewery by We Believers/New York. This entry also won a Gold Pencil in CSR.

The following were the Best in Discipline winners:

Branded Entertainment: “Lifeline” for Qualcomm Snapdragon by Ogilvy/New York.

Design: “The Refugee Nation” for Amnesty International by Ogilvy/New York. See a One Show judge Forest Young discuss the winning work here.

Direct: “The Swedish Number” for Swedish Tourist Association by INGO/Stockholm + Grey PR&Activation/New York + Cohn&Wolfe/Stockholm. See One Show judge Tove Langseth discuss the winning work here.

Moving Image Craft: “We’re the Superhumans” for Channel 4/Rio Olympics by Leland Music/London + 4creative/London + Blink/London + Factory/London. See One Show judge Paul Venables discuss the winning work here.

Print & Outdoor: “Meet Graham” for Transport Accident Commission (Victoria) by Clemenger BBDO/Melbourne. See a One Show judge Ari Weiss discuss the winning work here.

Public Relations: “Zero Minutes of Fame” for The Brady Foundation by Ogilvy & Mather/Chicago.

Responsive Environments: “Kunstmuseum Basel Light Frieze” for Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt by iart ag/Basel + Christ & Gantenbein/Basel.

One Show winners for remaining disciplines as well as special awards, including Best of Show, Penta Pencil, Agency of the Year, Independent Agency of the Year, Production Company of the Year, Network of the Year, Client of the Year, Holding Company of the Year on Friday, will be announced at Friday’s ceremony, which also take place at Cipriani Wall Street.