Mother New York took the top honors at 2012's One Show last night, winning "Best of Show" for "Little Marina," the 25-foot-tall, Missoni-wearing, smartphone-waving doll that the agency created for New York Fashion Week to promote Target's Missoni line.
The agency also tweeted and blogged in the voice of the persona they had fabricated for the doll—"a young, style-obsessed girl [who] gets the gig of lifetime" blogging for Target and Missoni, who "then decide to send her to New York City to report on" Fashion Week—a backstory that echoes real-life stories of teens finding their way to fame through their fashion blogs. "Not only did fashionista and blogger ‘Little Marina’ play a key role in the conversation during New York Fashion Week, she became the talk of the town,”” One Club president Kevin Swanepoel said in a statement.
The One Show also honored K-Swiss with its Client of the Yea" award for its provocative campaign casting profane, fictional athlete Kenny Powers of HBO's Eastbound and Down as the new "Motherf***ing CEO" of the company. The campaign was created by 72andSunny.
This year's Gold Pencil winners also included BETC Euro RSCG's "The Bear" spot for French movie channel Canal+, starring an animal-skin rug with a passion for filmmaking, which also won the Agency of the Year title at the annual Art Directors Club awards on Tuesday. Other Gold Pencils winners included David and Goliath, for its Kia "Drive the Dream"Super Bowl spot, starring Motley Crue and Adrian Lima; Wieden + Kennedy for its Old Spice "Smell is Power" work; and AMV BBDO in London for Dorito's "Dip Desperado."
The One Show awarded a total of 115 Pencil awards. The agency to win the most was Wieden+Kennedy Portland, with six total—three gold, two silver and one bronze. 72andSunny won four gold and one bronze. By country, the United States led with 43 prizes: 14 gold, 11 silver and 18 bronze. Germany followed with 10 awards, and the U.K. took home nine.
Find the complete list of winners at the One Club website.