Subservient Chicken Tops One Show’s ‘Digital Decade’ List

By Kiran Aditham 

The One Show announced its Digital Decade celebration, which is something that honors the best digital advertising from the aughts. Judging by the list, there are no real surprises, with CP+B’s seminal “Subservient Chicken” effort for BK taking the top slot (though The Barbarian Group deserves some credit). The winners will be feted at a private reception in January. Since everyone’s familiar with the Subservient work, we decided to post the runner-up above. Here’s your top 10 in order:

– “Subservient Chicken,” For Burger King. Agency: Crispin Porter & Bogusky

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– “The Hire,” For BMW. Agency: Fallon

–  “Nike Plus,” For Nike. Agency: R/GA

– “Uniqlock,” For Uniqlo. Agency: Projector

– “Whopper Sacrifice,” For Burger King. Agency: Crispin Porter & Bogusky

– Chalkbot,” For Nike Livestrong Foundation. Agency: Wieden & Kennedy

– “Ikea Dream Kitchens,” For Ikea. Agency: Forsman & Bodenfors

– “Eco Drive,” For Fiat. Agency: AKQA

– “HBO Voyeur,” For HBO. Agency: BBDO

– “Dove Evolution,” For Unilever/Dove. Agency: Ogilvy & Mather

Is there anyone on this list that didn’t deserve the accolades? Was there any digital work missing that deserved to be included? While you ponder this, you can view the top 10 work online along with Q+A’s with the various creative teams involved here.

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