Chatter about the death of the 30-second-spot received more than lip service Friday night at the 2002 One Show Awards Dinner at New York's Waldorf-Astoria Hotel. Two days after winning Best of Show at the One Show Interactive Awards, Fallon/Minneapolis' BMW Films campaign was named Best of Show among print, television and radio entries as well. The campaign -- anchored by a series of online shorts by feature directors like Guy Ritchie and Ang Lee -- was easily the most influential advertising effort of 2001, demonstrating the power of the web as a branding medium even as tech stocks took a dive. Already, other brands are following in BMW's footsteps. Crispin Porter + Bogusky is promoting the launch of the new Mini with spots that only appear online, while TBWA/Chiat/Day/Los Angeles recently targeted hot rod hobbyists for Nissan with an anime short called Master of the Sixth Speed. The BMW Films project (online at bmwfilms.com) is difficult to categorize, but for both the One Show and One Show Interactive it earned its Pencils as best "Integrated Branding Campaign."
A total of 98 Pencils were awarded for advertising work Friday night: 32 Golds, 41 Silvers, and 25 Bronzes. Wieden & Kennedy/Portland led all Pencil winners with six, followed by Saatchi & Saatchi/London and Arnold Worldwide/Boston, both with five. Wieden scored three Golds for Nike work, one for its "Play" television campaign and two for print work. Saatchi/London likewise won three Golds, one for a Toyota television spot and two for print work for client Club 18-30. Cartoon Network Latin America, Cliff Freeman, Arnold and Crispin Porter + Bogusky each earned two Golds, the last three all for radio work. Freeman's "Sixty Second Theater" radio spots for Hollywood Video won two Gold Pencils, while Arnold and Crispin split a pair of Pencils with radio work for the American Legacy Foundation.
Other hightlights of the evening included BBH/London's stunning "Odyssey" spot for Levi's, which won a Gold, and Black Rocket's hilarious Gold-winning cinema short "Cheryl & Me" for Lucky magazine.