• 2013-05-13

    广告狂人聚首:2013 THE ONE广告奖颁奖 - [创意潮]

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    http://www.blogbus.com/adwayne-logs/233586201.html

    2013年One Show创意节渐入高潮。
     
    纽约当地时间5月8日20点,众所瞩目的2013年One Show创意节广告奖正式颁发,这是One Show创意节的重头戏,所有传统广告的奖项都被包括在内。据我们目测,音乐厅场内约800个座位,上座率高达85%。在此之前的18:00-20:00,数百位来自全球各地的创意人聚首在纽约曼哈顿的林肯中心Alice Tully音乐厅大堂,畅饮欢聚,不时传出朋友久违重逢的惊叫和快乐的招呼。
      

     
    参与主演美国电视剧《星际旅行》的日本籍男演员乔治•竹井(George Takei)为整个颁奖做牵线主持,他妙语连珠,不时请出创意大牌为各类别开奖,现场气氛极为融洽、积极。精心设计的颁奖环节,加上各环节主持人个个发挥出色,为现场增添了欢乐、专业的气氛。
      

     

     
    One Show广告奖的颁奖一贯以作品展示为主要任务,充分呈现“广告的力量”。今年的领奖环节,连摄影都取消了,领奖代表上台一般不会超过30秒,除了年度最佳品牌宝洁的代表用时30秒左右进行发言外,其他获奖代表均上台接过奖杯,便转身潇洒下台,极大地推进了颁奖进度。由此带来的好处是所有金银铅笔的作品得以完整地出现在大屏幕上,供观众们细细观摩。作品播出时的反应,或高呼鼓掌,或沉寂不作声,基本可以辨识出现场受欢迎程度,以这样的方式互动,领奖的环节是否被摄影等等,真不那么重要了。
     
    中国区两件作品在今天被提及:上海奥美的《可乐拉手篇》获得户外类金铅笔,同时还获得collateral/posters海报类别的银奖,北京GREY的《冰山一角》系列获得平面类金铅笔。
      

     

     
    《三只小猪》、《最伟大的工作——感谢妈妈》、《Nike-fuelbrand》等去年在戛纳获得出色成绩的作品,在本届One Show广告奖上继续斩获金铅笔。以此同时,不少新作品面世,如纽约当地公司Barton F.Graf  9000为番茄酱Ragu创作的《
    漫长的童年》影视系列,就斩获了各色铅笔。波特兰W+K继续成为本届广告奖的大赢家,他们创作的数个作品,获得了多个重量级的金铅笔,波特兰W+K领奖代表被不断邀请上台拿奖,估计手脚俱软。与此同时,One show年度最佳品牌宝洁应该要好好感谢他们的创意。
      

     

     
    全场大奖颁发给音乐和画面创意极为亲民的《Dumb ways to die蠢蠢的死法》,这个作品由墨尔本麦肯出品,颁奖礼结束时,乔治•竹井带动全场观众跟随作品的音乐,进行大合唱,场面十分动人。
     
    纽约当地时间5月10日,One Show创意节互动颁奖,到时,将揭晓今年最受好评的互动广告。
     
    附One Show全场大奖及金奖作品
     
    全场大奖
     
    Title:Dumb Ways To Die
    Category:Integrated Branding / Public Service Campaign
    Agency:McCann / Melbourne
    Client:Metro Trains 

    金奖
     
    Title:Nike+ FuelBand
    Category:Brand Transformation / Single
    Agency:R/GA / New York
    Client:Nike 

    Title:DC SHOES: KEN BLOCK’S GYMKHANA FIVE: ULTIMATE URBAN PLAYGROUND; SAN FRANCISCO
    Category:Branded Content / Online
    Agency:DC Shoes / Los Angeles
    Client:DC Shoes 
     

    Title:Susan Glenn
    Category:Cinema Advertising / Short Form - :90 and under - Single
    Agency:BBH New York / New York
    Client:Unilever 

    Title:Queen Mao
    Category:Collateral / Posters - Single
    Agency:McCann Worldgroup / Mumbai
    Client:Western Union Money Transfer 
      

     

     
    Title:Western Union Demo Posters
    Category:Collateral / Posters - Campaign
    Agency:McCann Worldgroup / Mumbai
    Client:Western Union Money Transfer 
      

     

     
    Title:Pantone Queen
    Category:Collateral / Promotional Items - Single or Campaign
    Agency:Leo Burnett London / London
    Client:Pantone 
      

     

     
    Title:Jogger
    Category:Consumer Television / 60 Second - Single
    Agency:Wieden+Kennedy / Portland
    Client:Nike 
     

    Title:The Name
    Category:Consumer Television / :30/:25 - Single
    Agency:Wieden+Kennedy / New York
    Client:ESPN 

    Title:A Long Day of Childhood - Television Campaign
    Category:Consumer Television / :30/:25 - Campaign
    Agency:Barton F. Graf 9000 / New York
    Client:Ragu 

    Title:Best Job
    Category:Consumer Television / Over 60 second - Single
    Agency:Wieden+Kennedy / Portland
    Client:P&G 

    Title:My blood is red and black
    Category:Experiential Advertising / Events and Competitions
    Agency:Leo Burnett Tailor Made / São Paulo
    Client:Hemoba / EsporteClube Vitoria 

    Title:Push to add drama
    Category:Experiential Advertising / Installations
    Agency:Duval Guillaume / Paris
    Client:Turner Broadcasting System Europe 

    Title:Help! I Want to Save a Life
    Category:Innovation in Advertising / Single or Campaign
    Agency:Droga5 / New York
    Client:Help Remedies/DKMS 

    Title:The Whole Picture
    Category:Integrated Branding / Consumer Campaign
    Agency:BBH / London
    Client:Guardian 

    Title:Driving Dogs
    Category:Integrated Branding / Consumer Campaign
    Agency:DraftFCB New Zealand / Auckland
    Client:MINI New Zealand 

    Title:Iceberg
    Category:Magazine / Full Page or Spread - Campaign
    Agency:Grey Group China / Beijing
    Client:Tui
      

     

     
    Title:The Sunday Times Rich List-Sport
    Category:Newspaper / Full Page or Spread - Single
    Agency:CHI & Partners / London
    Client:News International 
      

     

     
    Title:The Sunday Times Rich List Campaign
    Category:Newspaper / Full Page or Spread - Campaign
    Agency:CHI & Partners / London
    Client:News International 
      


     
     
     
     
     
     

     
    Title:Muscle Music
    Category:Non-Broadcast / Online
    Agency:Wieden+Kennedy / Portland
    Client:Old Spice 

    Title:#COKEHANDS
    Category:Out Of Home / Billboards - Single
    Agency:Ogilvy & Mather / Shanghai
    Client:The Coca-Cola Company 
      

     

     
    Title:Park Assist Technology
    Category:Out Of Home / Billboards - Campaign
    Agency:DDB / Sydney
    Client:Volkswagen Australia 
      


     
     
     
     

     
    Title:LEGO Builders of Sound
    Category:Out Of Home / Transit & Outdoor Installations - Single
    Agency:serviceplan / Munich
    Client:LEGO 
      

     

     
    Title:Smoking Kid
    Category:Public Service / Television - Single
    Agency:Ogilvy & Mather Thailand / Bangkok
    Client:Thai Health Promotion Foundation 

    来源:广告门

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