The agency won the honor in the ‘Events & Installations’ category for The Times of India's ‘Fresh Home Delivery’ campaign
BestMediaInfo Bureau | Delhi | June 14, 2012
After weeks of intense judging by a star jury chaired by Funny or Die’s Chris Bruss, One Show Entertainment 2012 announced a total of 19 Gold, 22 Silver and 27 Bronze Pencil winners for the year’s best in branded entertainment from across the globe.
There was no Pencil winner from India. The only shortlisted entry from India got the Merit Award honour. JWT India won the Merit Award honour in the ‘Events & Installations’ category for The Times of India's ‘Fresh Home Delivery’ campaign.
‘Best of Show’ honours went to CAA for its remarkable short film ‘Back to the Start’ and it soundtrack, both commissioned by its client Chipotle to promote sustainable agriculture, family farming and culinary education.
‘Back to the Start’, from filmmaker Johnny Keller, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack features Coldplay’s haunting classic ‘The Scientist’ performed by country music legend Willie Nelson.
Among the other Gold Pencil winners are:
Scripted Series: Brand Arc’s ‘Curb Your Enthusiasm’ produced for Toyota
Short Form: BBDO New York ‘Dig Deeper’ produced for HBO
Documentaries: Warrior Poets ‘POM: The Greatest Story Ever Told’
Long Form: 72andSunny ‘MFCEO’ produced for K-Swiss
Television Promo: Triple Double’s ‘Brotherhood Promo’ for NBC
“Today branded entertainment is more than helping brands sell product,” said Kevin Swanepoel, President and interim CEO at The One Club, the world’s foremost non-profit organisation whose mission is to champion excellence in advertising and the annual producer of the One Show Entertainment awards. “As Chipotle has shown us this evening with its ‘Best of Show’ soundtrack and film to promote a sustainable food system, branded entertainment can gives businesses the power to create movements that can cultivate a better world.”
Top Pencil winners by country:
USA: 16 Gold, 10 Silver, 18 Bronze
Australia: 5 Silver, 2 Bronze
South Africa: 2 Silver, 1 Bronze
This year’s One Show Entertainment competition featured a broad range of categories including television, film, motion graphics, music, gaming, branded applications, online branded entertainment, events and installations, and innovation in branded content. Three exciting new categories were added to this year’s competition: best brand channel, promos and title sequences.
Conceived and produced by The One Club, One Show Entertainment is the first and only awards competition dedicated to honoring the agencies, production companies, network/cable TV channels, film studios and clients creating and producing branded entertainment. Since its launch in 2008, the awards competition has grown in industry popularity, this year more than doubling submissions, with entries received from 35 countries across the globe.