SOURCE: The One Club

September 09, 2008 12:35 ET

"First Annual One Show Entertainment Awards" Finalists Announced

First Award Show Devoted to Branded Entertainment Takes Place Oct. 7

LOS ANGELES, CA--(Marketwire - September 9, 2008) - MTV, Adidas, Coca-Cola, eBay, Frixenet, HBO, IBM, Nike and NIN were the brands most often cited as the finalists for "The First Annual One Show Entertainment Awards" recognizing outstanding creative achievements by brands in the realm of entertainment that were announced today by Mary Warlick, Chief Executive Officer of The One Club. "The First Annual One Show Entertainment Awards" will take place at The Paley Center for Media in Los Angeles on Tuesday evening, October 7.

Entries are judged by a panel of marketing and entertainment luminaries including Matthew Weiner (creator and executive producer of "Mad Men"), Brett Ratner (director of "X-Men: The Last Stand"), David Lubars (Chairman and Chief Creative Officer, BBDO North America), Jon Kamen (Chairman and CEO,, David Droga (Creative Chairman of Droga5), Scott Donaton (publisher of Entertainment Weekly), Neil Stiles (President and Publisher of the Variety Group), Doug Scott (President of Ogilvy Entertainment), Kevin Townsend (Founder of Science + Fiction) and Tim Roper (VP Creative Director at Crispin Porter + Bogusky).

Produced by The One Club, the foremost non-profit organization promoting creative excellence in advertising, "The One Show Entertainment Awards" pays tribute to creative branding beyond mere product placement. Finalists in contention for Gold, Silver and Bronze Pencils were announced in the following 9 categories: (Finalists are listed by Client - Agency -Title)

1. TELEVISION (Work in a broadcast format that clearly identifies a brand
   and furthers its position)

   A.  Unscripted series - where the brand may become an integral character
       or contribute to the plot line of the story.

       Unilever - BBH New York - "Gamekillers"
       Toyota - Saatchi & Saatchi - "Big Bertha"
       IBM - OgilvyEntertainment - "Business of Innovation"
       Nike China - Wieden+Kennedy Shanghai - "Basketball Disciple -- Kobe

   B.  Specials or one-time screening of an entertainment production.

       MTV Network Australia - Lowe & Rivet - "Welcome Snoop"
       MTV Exit - Colman Rasic Carrasco - "Different Lives"
       Nike China - Wieden + Kennedy Shanghai - "Dare"


   A.  Short or feature-length films that incorporate a brand as an
       integral component.

       Freixenet - JWT Spain - "The Key to Reserva"
       Nissin Food Product - Ground Tokyo - "Freedom Project"
       eBay - Creative Artists Agency - "Force 1 TD"
       Hasbro - Creative Artists Agency - "Transformers"
       Eurostar - Mother - "Somers Town"
       eBay - Creative Artists Agency - "Tobias_427"
       Renault Germany - Nordpol+ Hamburg - "Teletheatre"

   B.  Documentaries - Integration of a brand in the story line of a
       documentary either for theatrical release or on DVD.

       IBM - OgilvyEntertainment - "Documentary Project"
       Ogilvy & Mather - OgilvyEntertainment - "David Ogilvy: Original
       Mad Man"
       Navistar, Inc. - Fathom Communications - International LoneStar
       "Drive and Deliver"


   A.  Online gaming.  A Web site or banner that incorporates a brand
       as an integral component of a game.

       Gatorade - Element 79 - Tiger Moonshot Game
       C3 Presents - Grow Interactive - Big State Games
       US Army & Xbox - McCann Erickson - Xbox Halo 3
       OfficeMax - OfficeMax - OfficeMax's
       NIN - 42 Entertainment - Year Zero Alternate Reality Game
       American Express -  Digitas NY - Tiger's Scorecard Challenge
       Coca-Cola - Shift Control Media - Happiness Factory
       Red Bull - Less Rain - Red Bull Flugtag Flight Lab

   B.  Offline gaming.  Stand alone, packaged, DVD or console games that
       incorporate a brand identity as an integral component of the game.

       Nissan - OMD - Forza 2 "Ignite Passionate Drivers"


   Online videos, movies, webisodes or podcasts that clearly identify a
   brand and furthers its position.

       MTV Networks Australia - Lowe & Rivet - "Welcome Snoop"
       Freixenet - JWT Spain - "The Key to Reserva"
       L'Oreal - Kirt Gunn & Associates - "The Harry Situation"
       NIN - 42 Entertainment - "Year Zero Reality Game"
       Adidas -- Ogilvy Shanghai - "The Rook Campaign"
       HBO - BBDO New York - "Voyeur"
       Sony Marketing - GT INC. - "REC YOU"


   Integration of a brand in a music environment intended for commercial

       P&G Japan - Beacon Communications K.K. - "Fashion, Music, Vidal
       Apple/The Bird & The Bee - BBDO New York - "Apple Mac Music Video"
       MTV Exit - Colman Rasic Carrasco - "Different Lives" (Radiohead)
       The Coca-Cola Company - Argonauten G2 GmbH - "Coke & Faithless"
       NIN - 42 Entertainment - "Year Zero Alternate Reality Game"
       McDonalds - OMD - "Big Mac Chant"


   Creative positioning of a brand outside traditional or online media,
   such as museum installations, events and outdoor environments.

       Southern Comfort - Arnold Worldwide - "SoCo Music Experience"
       AMP - BBDO New York - "Human Energy"
       7-Eleven - TracyLocke/Freshworks - "Simpsons Kwik-E-Mart"
       Adidas - TBWA \ Germany - "Impossible Goalkeeper"
       Lion Nathan - Publicis Mojo - "Speight's Great Beer Delivery"
       HBO - BBDO New York - "Voyeur"
       BP - BIG / Ogilvy - "BP Helios House"

"'The First Annual One Show Entertainment Awards' signals the first time any part of The One Show has been held outside of New York," commented Warlick. "For the past 33 years, New Yorkers have attended The Annual One Show, advertising's equivalent of the Oscars, and realized that the advertising industry's creative work represents artistic achievements of a very high order. Brands are now seeking to collaborate with the creators of movies, shows, games and web-based videos to support and, in some appropriate way, become part of the entertainment. We look forward to celebrating the best examples in this new kind of collaboration on October 7."

Winning entries will be added to The Paley Center for Media's preeminent collection of over 140,000 television and radio programs, advertisements, and new media content, which is available to the public in New York and Los Angeles.

For a complete list of finalists, visit:


The One Club for Art and Copy is a non-profit organization dedicated to promoting the craft of advertising. Founded in 1975, The One Club has approximately 1,000 members, including copywriters and art directors. As part of its mission to promote high standards of creative excellence, The One Club produces the advertising industry's most prestigious awards program, The One Show. Judged by a panel of the advertising industry's elite creative directors, this annual event acknowledges excellence in art direction and copywriting in a variety of categories, including television, radio, newspapers, magazines, billboards and public service announcements. The coveted One Show "Gold Pencils" are regarded as the zenith of achievement in the advertising world. 1998 marked the inauguration of One Show Interactive, a live awards program designed exclusively for the new media community. The One Club regularly produces a variety of events and materials that encourage aspiring advertising types to hone their craft. In 1995, The One Club established an education department, dedicated to fostering the creative talents of advertising students nationwide. The department administers scholarships to outstanding students in advertising programs at a variety of advertising schools across the country.

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