by MarkLives (@marklives) NEW YORK: The One Club announced the winners on Friday night, 13 May 2016, for the 43rd Annual One Show Awards in Film, Interactive, Cross-platform, IP, Mobile, Social, UX/UI and Radio. South Africa walked off with two Golds, two Silvers and four Bronzes — in Radio and Film — out of 248 Pencils awarded to 30 countries. REI’s #OptOutside campaign won Best of Show. Congrats to all!

Friday’s 248 Pencils consisted of 73 Gold, 76 Silver, and 99 Bronze; there were eight Best in Discipline winners. Overall, there were 556 Pencils from 35 countries: 149 Gold, 171 Silver and 210 Bronze.


South Africa’s Radio Pencils




Entry title

Gold FCB 1886 Cell C Igugu
Gold TBWA\Hunt\Lascaris Johannesburg Flight Centre, Student Flights Travel before its not fun anymore
Silver TBWA\Hunt\Lascaris Johannesburg Tiger Brands Sexy Times
Bronze Ogilvy & Mather Johannesburg Lucozade Lucozade Energy Drink – Night Before The Project
Bronze TBWA\Hunt\Lascaris Johannesburg Flight Centre, Student Flights Beer Fest


South Africa’s Film Pencils




Entry title

Silver Ogilvy & Mather Cape Town Volkswagen South Africa Volkswagen “Moments”
Bronze King James Cape Town
Arcade Content +
Pressure Cooker Studios
Sanlam One Rand Family
Bronze Y&R Cape Town Jaguar Land Rover South Africa Non-Genuine Animals


Other awards

The Martin Agency’s work with long-standing client GEICO played a large hand in three special awards, including Agency of the Year, Client of the Year and the inaugural Penta Pencil, an award given to an agency-brand team that has created stellar work for five continuous years.

Wieden + Kennedy also took home a Penta Pencil for its transformative work with Old Spice.

BBDO won Network of the Year for the second year in a row, with eight different agencies winning Gold Pencils, including Best in Radio (Sancho BBDO in Bogotá) and the first Gold Pencil win from Russia (BBDO Russia Group).

WPP won Creative Holding Company of the Year, with marquee networks Ogilvy, Grey, AKQA and JWT contributing copiously to the winning Pencil count.

The following are the Best in Discipline winners:

  • Film: “Shoplifters” for Harvey Nichols by “adam&eveDDB / London + Blink / London + Zenith Optimedia / London + The Mill / London
  • Interactive: “Call Brussels” for by “Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels +White / Brussels
  • Cross-Platform: “#OptOutside” for REI by “Venables Bell & Partners / San Francisco + Tool of North America / Santa Monica + North Kingdom / Los Angeles + Edelman / San Francisco
  • Intellectual Property: “Funtastic Hand” for Cirec Foundation by “Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
  • Social: “Taco Emoji Engine” for Taco Bell by Deutsch / Los Angeles
  • Mobile: “The world addressed” for what3words by what3words / London
  • UX/UI: “Make Up Genius” for L’Oréal Paris by “McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
  • Radio: “Learning on the way” for ADN by Sancho BBDO / Bogota

View Friday night’s winners (pdf): 2016 One Show Pencils Friday.

Updated 17 May 2016

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