The One Club for Creativity kicks off The One Show 2024 with a number of notable changes to the program, and an engaging call for entries campaign and visual identity from NOT Wieden+Kennedy London.
For the first time, The One Show will appoint Jury Presidents. The creatives from around the world, to be announced shortly, will lead judging for each discipline and have a vote on the work. In addition, members of The One Club Board of Directors will now act as onsite facilitators for jury discussions, serving as non-voting participants.
Another significant change this year is Best of Discipline honours will be awarded to brand-based work only; entries for non-profit clients are no longer eligible.
The One Show will also introduce the Best of Non-Profit award, presented for the top-scoring work from across all disciplines done for a non-profit client as voted by the entire jury. Best of Non-Profit will receive the same points as a Best of Discipline winner.
Other changes taking effect this year include:
Rankings Points: All awards will receive rankings points, multiple awards for the same work within a discipline will not be de-duped.
New Discipline: Creative Use of Technology.
New categories added across existing disciplines, including B2B, Commerce, Packaging, Use of Humour and Use of Drama, Innovation, For Good (for work that both successfully showcases the discipline and supports a larger purpose), Content at the Speed of Culture added to Cultural Driver discipline to recognise content created as an immediate response to the needs of clients, and more.
Supporting The One Show 2024 is a nine-month campaign and visual identity created by NOT Wieden+Kennedy, based in London. Using the theme “The One to Brag About”, the work takes a humorous look at how creatives tend to be uncomfortable telling the world about their awards wins, often resorting to deflection or, worse, the dreaded humblebrag.
The message is that winning a One Show Pencil is worth bragging about because it can be a life-changing moment that advances careers and salaries, enables creatives to get better assignments, helps agencies win new business, and even makes family members proud.
The campaign encourages creatives to brag in the best way possible, and will help them do so at every stage of the journey from case study writing and entry submission to judging, on through the finalists and winners announcements next May.
The effort starts this month with “Enter Now. Brag Later” banners and social outreach. Early next year, NOT W+K will introduce an AI component to help creatives more deftly maneuver the bragging process.
Entries to The One Show 2024 can be submitted now, with fees increasing after each deadline period. Super-early entry deadline for the greatest savings is November 3, 2023. Early entry deadline is December 15, 2023, with the regular deadline January 26, 2024. The extended deadline is February 16, 2024, and final deadline is March 1, 2024.
The One Show 2024 juries will be announced shortly, with early judging starting in January 2023 and finalists announced in May 2024. Gold, Silver and Bronze Pencil and Merit winners will be announced during Creative Week in New York, May 13-17, 2024.
Agencies, brands, production companies and individuals responsible for winning work each year are highlighted in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which this year will combine points won at The One Show, ADC Annual Awards, Type Directors Club TDC awards, Art Directors Club of Europe (ADCE) Awards, and One Asia Creative Awards. Winners are ranked globally, regionally and by country.
Kevin Swanepoel, CEO, The One Club, said, “The One Show’s reputation is built on the integrity of its juries and judging process. This year’s introduction of Jury Presidents, all high-caliber senior global creative leaders, will help further this legacy of the fairest and most positive judging process.”
Revenue generated from The One Show entry fees goes back into the industry to fund programming under the nonprofit organisation’s four pillars: Education, Inclusion and Diversity, Gender Equality and Creative Development.