Ogilvy Is Tops in Branded Entertainment, Design and PR on First Night of The One Show

The inaugural Cultural Driver Awards are also handed out

Qualcomm Snapdragon's Lifeline film was a product demo dressed up as a psychological thriller.

The One Show hosted its first of two nights of awards on Wednesday, and of the seven Best in Discipline Pencils handed out, three of them went to Ogilvy.

Ogilvy New York topped two categories—in Branded Entertainment, for its “Lifeline” 30-minute thriller starring Olivia Munn for Qualcomm Snapdragon; and in Design, for Amnesty International’s “The Refugee Nation, in which the agency supported the Refugee Olympic Team, including designing a flag resembling a life jacket.

The agency’s Chicago office took the top honors in Public Relations for the “Zero Minutes of Fame” campaign for The Brady Foundation.

Ogilvy had a hand in a fourth big winner. Ingo, the WPP agency in Sweden that’s part of both the Ogilvy and Grey networks, topped the Direct category for “The Swedish Number” for the Swedish Tourist Association. Grey PR&Activation/New York and Cohn&Wolfe/Stockholm also worked on that campaign.

The other three Best in Discipline winners were:

Moving Image Craft: “We’re the Superhumans” for Channel 4/Rio Olympics by Leland Music, 4creative, Blink and Factory, all in London.

Print & Outdoor: “Meet Graham” for Transport Accident Commission (Victoria) by Clemenger BBDO Melbourne.

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

The One Show also handed out its inaugural Cultural Driver Awards, which celebrate influential ideas and executions that have had a noticeable impact on pop culture. Three Pencils were awarded in the new category.

A Gold Pencil went to “Formation” for Beyoncé by Prettybird in Culver City, Calif.

A Silver Pencil was won by 180LA in Santa Monica for Boost Mobile’s “Boost Your Voice.”

A Bronze Pencil went to Fitzgerald & Co in Atlanta and Uproxx Studios in Los Angeles for “Buy Back the Block” for Checkers & Rally’s.

“What better way to kick of the Cultural Driver Award than with one of the most influential entertainers of this generation?” said Kevin Swanepoel, CEO of The One Club for Creativity. “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 We Believers in New York for its “Edible Six Pack Rings” for Saltwater Brewery. That work also won a Gold Pencil in CSR.

Daveed Diggs, the Tony-winning actor from the Broadway musical Hamilton, hosted Wednesday’s show, held at Cipriani Wall Street in New York. Some 323 Pencils were awarded in all—92 Gold, 102 Silver and 129 Bronze—to winners from 30 countries.

The One Show will hold its second award show of the week on Friday, where the winners will be announced for all other categories, as well as 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 and Holding Company of the Year.