NEW YORK A NEC Corp. Web site that created a virtual "tree" out of consumers' comments on environmental issues took home best of show at The One Show Interactive awards here last night.
It was the first time a non-U.S. shop—the Japanese client's in-house agency, NEC Media Products in Tokyo—has won the honor in the digital show's eight-year history.
Goodby, Silverstein & Partners in San Francisco landed the most awards, with five Pencils for its Discover Card and Hewlett-Packard interactive work. The Omnicom Group shop captured a gold for a Discover banner campaign that had users interact with a snowman, paddleball, train and car.
Nike, which won seven Pencils for a range of work submitted by four different agencies in three countries, was One Show Interactive's Advertiser of the Year for the second year in a row.
The athletic goods giant captured a gold for its "Gooooooal!" Web site from Framfab in Copenhagen, Denmark, and a bronze for Nikeplay.com from Double You in Barcelona, Spain, for brand gaming, a new category this year. Framfab also took a silver for the Nike iD e-commerce site. Interpublic Group's R/GA in New York picked up two silvers for Nike Lab and Nike Goddess and a bronze for Nike Hooptown, while AKQA in San Francisco earned a silver for a wireless execution called "Keep the Ball Alive."
Independent Wieden + Kennedy in New York won a gold in the integrated branding campaign category for the "Beta 7" guerilla and Web campaign for ESPN Videograms/Sega.
Pencils were handed out in categories ranging from banner and beyond-the-banner advertising, Web site design, CD-ROM and integrated branding at the gala, held by The One Club for Art & Copy at New York's Dia. With submissions up more than 15 percent over last year's 1,042, The One Show Interactive expanded the jury pool by five to 30. Tribal DDB North American CEO Matt Freeman was the jury chair.
For a full list of winners, visit The One Club's Web site at www.oneclub.com.