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Branded Content Scores One Show Gold

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LOS ANGELES Eight gold One Show Pencils were awarded to brand-sponsored properties at the first One Show Entertainment Awards held last night.

The event at the Paley Center in Beverly Hills, Calif., represents the first time in 33 years that a One Show event has been held outside of New York, where The One Club is headquartered.

In introducing the event, Mary Warlick, CEO of The One Club, said the new category reflects branding excellence in an era where the message needs to be "by invitation only" rather than by "intruding." Mere product placement was excluded from consideration, she added.

Gold winners included MTV Networks, Australia, through agency Lowe & Rivet, which won for a scripted series following the odyssey of Snoop Dogg's attempt to buy a house down under. Unilever's "Gamekillers," Episode 1, through BBH, New York, won the gold for unscripted television series, as well as a bronze for Episode 2.

Freixenet won the gold Pencil for film through JWT Spain for a story starring Martin Scorsese portraying a director who was attempting to re-create a Hitchcock movie from fragments of an old script. The project also won an online gold award. As in Hitchcock's Notorious, the plot revolves around a secret in champagne bottles.

A gaming gold Pencil went to NIN for 42 Entertainment's Year Zero Alternate Reality Game.

In the music category, Dennis Liu, rather than Apple's agency, TBWA\Chiat\Day Media Lab, received the top award for an Apple music video, done entirely on a computer to the song "The Bird and the Bee." Liu, who works in production at BBDO, said that he created the work entirely on his own initiative then set it up to go viral.

TracyLocke/Freshworks won the events and installations gold Pencil for its 7-11 tie-in to The Simpsons Movie, in which a dozen stores were transformed into Kwik-E-Marts filled with products based on the television show.

A complete list of winners, including bronze and silver Pencils, is posted at www.oneclub.org.

Director Brett Ratner and Mad Men creator and executive producer Matt Weiner were two of the show's judges.