NEW YORK A Queensland Tourism campaign from CumminsNitro in Brisbane, Australia, won best of show honors at the 34th One Show Awards here last night.
The campaign invited the public to apply for the “Best job in the world,” a six-month blogging assignment from a resort on Hamilton Island overlooking the Great Barrier Reef. Contestants uploaded 60-second video applications for the caretaker job. The winner, a British charity worker named Ben Southall, was revealed this week. He receives a six-figure salary as part of the prize.
The first Green Pencil honoring excellence in environmentally conscious advertising, presented by Chris “Ludacris” Bridges, went to Goodby, Silverstein & Partners, San Francisco, for its Haagan-Dazs “Help the honey bees” campaign that included a Honey Bee Vanilla flavor, a TV spot, online videos, a Web site and flower-seeded print ads to raise awareness and funds for research to help save the dwindling bee population.
“This year is truly a showcase of brilliant new ideas and it is inspiring to see so much cause-related advertising,” said Mary Warlick, CEO of The One Club.
U.S. agencies won the most Pencils with 39, including 8 gold, 15 silver and 16 bronze awards.
The gold winners were: Goodby for Haagen-Dazs, in innovative media and integrated branding campaign; NYC & Company and Warner Bros. for “Oasis Dig Out Your Soul in the Streets” from Bartle Bogle Hegarty, New York, in innovative media; Droga5, New York, for “The Great Schlep” for the Jewish Council for Education & Research in non-broadcast; Saatchi & Saatchi, New York, won two for Crest, one for a three-spot TV campaign and a second for the single spot “Lice”; TBWA\Chiat\Day, New York, for Skittles’ “Pinata” TV spot; and 72andSunny, Los Angeles, for a Nike cinema commercial.