One of the simplest and most compelling designs of the past year—Ogilvy New York’s lifejacket-inspired flag for the 10-athlete Refugee Nation at last summer’s Olympics—has been named Best of Show at The One Show for 2017.
The campaign, supported by Amnesty International, also included a national anthem and a program to recycle old lifejackets into flags. The work topped the award show’s Design contest at a ceremony on Wednesday, and will be celebrated as Best of Cross-Platform and Best of Show at The One Show’s second event of the week, taking place Friday night.
“The flag became a powerful symbol that created awareness, ignited positive conversations and challenged prejudices against refugees,” Ogilvy said in its submission. “People all over the world embraced the flag to show solidarity with the cause.”
“In a year rife with political discord and social upheaval all around the world, ‘The Refugee Nation’ is a prime example of how our industry can both reflect and influence our culture,” Kevin Swanepoel, CEO of The One Club for Creativity, said in a statement. He called the Ogilvy work “evocative in its design and versatile in its application.”
Eight more Best in Discipline awards were also announced Friday, adding to the seven handed out Wednesday. The eight were as follows:
• Cross-Platform: “The Refugee Nation” for Amnesty International by Ogilvy/New York
• Film: “We’re the Superhumans” for Channel 4/Rio Paralympics by 4Creative/London + Blink/London
• Intellectual property: “Roam Delivery” for Volvo Cars by Ogilvy PR/London + OgilvyOne/London
• Interactive: “Field Trip to Mars” for Lockheed Martin by McCann/New York
• Mobile: “The Swedish Number” for Swedish Tourist Association by INGO/Stockholm + Grey PR&Activation/New York + Cohn&Wolfe/Stockholm
• Radio: “A War of Words – Anniversary Forgotten” for Netflorist by FCB Joburg/Johannesburg + Hey Papa Legend/Johannesburg
• Social media: “Check Before It’s Removed” for Pink Ribbon Deutschland by DDB Group Germany/Berlin
• UX/UI: “Reword” for Headspace by Leo Burnett/Melbourne + Studio Pancho/Melbourne
McCann New York was named Agency of the Year; Ogilvy was Network of the Year; Droga5 was Independent Agency of the Year; Omnicom was Holding Company of the Year; and Client of the Year went to Lockheed Martin, whose “Field Trip to Mars” by McCann won big, including the top prize in Interactive.
The Penta Pencil, awarded to agency/brand teams who have created stellar work together for five or more continuous years, went to two pairs of agencies and clients—Wieden + Kennedy and Nike; and TBWA\Media Arts Lab and Apple.
Some 243 Pencils are being awarded on Friday—70 Gold, 75 Silver and 98 Bronze—to winners from 23 countries.