Two days after The One Club's annual advertising gala, the interactive community gathered at Skylight Studios in downtown New York last Friday to honor the best of online, new media and integrated advertising in the 2006 edition of One Show Interactive. Best in Show honors went to Crispin Porter + Bogusky's integrated "Counterfeit" campaign for client MINI. "The campaign had incredible depth, between the Counter Counterfeit Commission DVDs sold on the e-commerce site, the direct marketing ads placed on TV and the fake MINIs placed on show room floors," says Kevin Swanepoel, marketing and interactive director of The One Club. "It was hilarious and immersive, and it touched the consumer via all media. And that's one of the exciting trends I noticed this year—the innovative ways that clients and agencies are reaching their target audiences."
New categories like viral & email and online movies joined established categories like websites, banners and brand gaming in this year's competition. Crispin Porter + Bogusky tallied the most pencils overall (nine, including one gold, two silver and six bronze) for its MINI work and campaigns for Burger King, Victoria's Secret and Gap. Goodby, Silverstein & Partners netted the second highest total with five pencils (one gold and four bronze) for clients Saturn, Discover Card, Specialized and Comcast. The most awarded clients included MINI, Nike, Ikea, PlayStation, adidas, Altoids and Xbox. For a full list of winners, head over to oneclub.org.