It Was a Mother of a One Show
SourceEcreative made the scene at Lincoln Center in New York last night, where Mother New York won Best of Show for Target and Fabio, seen here, was Master of Ceremonies.
Mother Takes Best of Show at 2012 One Show
Gold Pencil-winning spots include work from Biscuit, O Positive
and Caviar as creative community gathers to honor its own.
By Anthony Vagnoni
The One Club held its annual One Show awards ceremony last night at Alice Tully Hall in Lincoln Center, and it turned out to be a mother of a show. (For photos from the event, scroll down.) That's because the top honor, the competition's Best of Show prize, went to a campaign for Target from the New York office of Mother. Titled "Little Marina," the experiential campaign included the fabrication of a 25-foot doll that showed up around various locations during Fashion Week in New York to tout the retailer's line of Missoni fashions.
Hosting the One Show was the actor, celebrity model and brand spokesperson Fabio Lanzoni, best known only by his first name (check out his most recent commercial starring role here), who gamely posed for pictures with attendees and hammed it up on the Lincoln Center stage during the awards presentation.
K-Swiss was named Client of the Year for its work featuring the character Kenny Powers from the HBO series "Eastbound and Down." The integrated campaign, created by 72andSunny in Los Angeles, centers around a short film titled "MFCEO" depicting Powers as the new CEO of K-Swiss with appearances by Dallas Maverick's owner Mark Cuban and director Michael Bay of The Institute. The "MFCEO" video was directed by Jody Hill through Caviar, L.A.
Other Gold Pencil winners include David & Goliath's "Drive the Dream" for Kia Motors, directed by Biscuit's Noam Murro; Old Spice's "Smell is Power" by Wieden+Kennedy in Portland, directed by Tim & Eric of Absolutely Productions; Canal+'s "The Bear" by BETC Euro RSCG in Paris, directed by Matthijs Van Heijningen (who's repped in the US by MJZ) and produced by Soixan7e Quin5e; "Dips Desperado" for Doritos by AMV BBDO in London, directed by The Glue Society for Independent Films, London; and "Pathological Liar" for Land Rover by Y&R New York, directed by David Shane of O Positive.
For a full rundown on the One Show's winners, click here. Here's a look at some of the faces from the One Show 2012.
Making the scene at Alice Tully Hall were JWT’s Mike Geiger
and Smuggler’s Jacqui Wilkinson.
Partizan’s Melanie McEvoy with (from left) Stairway 9’s Roe Bressan,
Deutsch/New York’s Joe Calabrese, Sergio Lopez of JWT and Meredith Bergman.
Freelance writer Colin Corcoran (left) with The Martin Agency’s Steve Humble.
From left, Persis Koch and Andrea Papazoglou of Humble, Anya Zander of
House of Cards and Eric Berkowitz of Humble.
Jim Hord of JWT (left), Jeff Stevens of FEEDTHEWALRUS and Jason Hoff of R/GA.
@radical.media’s Jon Kamen and Ann-Christine Diaz, Editor of Ad Age’s Creativity.
From left, freelance creative director Kash Shree,
Kevin Roddy of Publicis & Hal Riney and Mullen’s Tammy Skuraton.
The Martin Agency’s (from left) Joe Alexander, Vanessa Fortier,
Bob Meagher and Paul Wittich.
McKinney’s Nick Jones (left) with Jonathan Cude and Janet Northen.
Girl talk: from left, Kat Keeley and Alisa Cohen of Publicis, Carolyn Hill
of Carolyn’s Office and Mary Knox of Red Car, New York.
Supply & Demand Integrated’s Dana Locatell with One Show celebrity host Fabio.
John Robertson of Representation, Greg Christman of TBWA’s
Media Arts Lab and Mike Lobikis of Go Film and Spotwelders.
Sasha Stern of Miss Smith, Michael Arkin of Reprizent, Jamie Scalera
of Miss Smith and Peter Ziegler of Ziegler/Jakubowicz.
Andrew Linsk (left) of Blacklist and Ray Foote of Big Foote Music.
Published 11 May, 2012
