CP+B Scores Big at One Show

NEW YORK Crispin Porter + Bogusky was the big winner at the One Club for Art & Copy’s One Show Friday night.

The Miami shop took home best of show for its Mini USA work in the branded integration category. The shop also garnered 10 gold, six silver and seven bronze pencils for ads on behalf of Mini, Bell Helmets, the American Legacy Foundation (which it shares with Arnold in Boston) and the Florida Department of Health. Mini work alone won eight gold pencils, including one in the newly created innovative marketing category.

CP+B’s work in the branded integration category included outdoor displays that incorporate life-size palm trees and words that seem to bleed into other billboards, installations at airports of extra-large trash cans and newspaper boxes to emphasize the small size of the Mini, magazine ads and two TV spots. “Bulldog” shows a bulldog sniffing a Mini and “This Is America” presents a British bobby chasing down an American Mini.

Mini work also earned a gold pencil in the first annual innovative marketing category for “Ride,” in which the car is mounted on a base outside of a supermarket to resemble the horses that children ride for a quarter. In the coin slot on the Mini, however, the actual price of the car was listed. In addition, the automaker won the One Show’s Advertiser of the Year Award.

“The Mini stuff was great,” said Eric Silver, One Show judge and Cliff Freeman and Partners creative director. “It wasn’t like they just did a great TV ad, it was all the outdoor posters and everything they did. They did consistently great work that stood out.”

Other top pencil winners included Arnold in Boston, which won nine for work that included ads for Volkswagen and American Legacy. Volkswagen’s “Squares,” which shows various square objects and then touts the round Beetle, picked up two gold pencils. “Bubble Boy,” depicting an office drone inspired by a Beetle, won a gold pencil, and the VW campaign, which includes “Chain Reaction” showing a series of smiles resulting from seeing a Beetle, won a gold pencil. Two VW magazine ads, “Beach” and “Mountains,” each won a silver pencil. Arnold’s American Legacy TV and print ads, including one likening carcinogens in cigarettes to material found in dog waste, picked up three bronze pencils.
Arnold in Toronto won a silver for a radio ad for the Canadian Psychiatric Research Foundation.

Wieden + Kennedy picked up nine pencils. It won one gold for the New York office’s ESPN TV ad “Shelfball/Travis,” which portrays two office workers creating their own game, making up the rules as they go along. “Shelfball” TV spots also scored a silver pencil, as did ESPN’s “Without Sports” integrated branding campaign. Wieden’s Portland, Ore., headquarters scored five pencils, including a silver for a Nike print campaign, “Forrest” and “Upside Down”; a silver for a Miller High Life campaign, “Noah/Casanova/Gossip”; a silver for Nike’s “Tennis Suddenly Singles” magazine campaign; and another silver for the retro Nike “Rucker Park/Roswell Rayguns/Funkship” TV campaign. The Portland office also picked up one bronze pencil for Nike’s “Before” and Wieden’s Amsterdam office picked up a bronze for Nike/Footlocker’s “Lightbox” TV ad.

TBWA\Paris won five pencils: a gold and a silver for a Sony Playstation print ad “Broken Thumb,” a silver for a Sony Playstation print campaign and two bronzes: one for a Nissan print campaign and one for a single Nissan print ad, “Pick-Up Hippopotamus.”

Other winners included Lowe in London, which won two golds and a silver for its Interbrew U.K. print ads. The golds were for a single ad, “Piano,” and a campaign, “Mask, Speaker, Sculpture.” Lowe in London also won a silver for a Nestle TV spot, “When Kids Attack.”

TBWA\Chiat\Day in San Francisco won two golds for its Fox Sports Net ads: one for a single, “Anti Freeze,” and one for the campaign, “Iron/Nosehair/Dumpster,” featuring people who are resistant to pain after watching hockey.

DDB in Chicago took home one silver and two bronze pencils for its radio and TV spots for Anheuser-Busch.

Rethink/Vancouver won three silver pencils for its print and outdoor ads for Playland.

Fallon in Minneapolis, which won best of show last year in both the One Show and the One Show Interactive for its BMW Films work, scored four pencils: two silvers for its BMW work, one for a print execution and one for its BMW Films; a silver for a Timberland trade campaign; and a bronze for a Finnegan’s newspaper ad.

Fallon also won best of show at the One Show Interactive for its new series of BMW Films. Nike won the One Show Interactive’s Advertiser of the Year award.

Entries for the One Show, One Show Interactive and One Show Design were up 4.5 percent overall to 14,790 this year. The biggest increases were in the design and interactive competitions.

A complete list of winners can be found at www.oneclub.com.