MINI: CP+B's multifaceted campaign stole the show.
Miami agency Crispin Porter + Bogusky and its client MINI USA dominated the One Show Friday night at the Winter Garden in downtown Manhattan's World Financial Center. CP+B won a whopping 23 Pencils, 16 of them for MINI work. Additionally, agency and client won Best of Show honors for their entry in the Integrated Branding category, and MINI was named the show's first-ever Advertiser of the Year and honored with a special award, sponsored by Yahoo!, for innovation in marketing. The agency that took home the second most Pencils was Arnold Worldwide with nine, for work for VW and American Legacy (three of which it shared with CP+B). Wieden + Kennedy/Portland and TBWA/Paris each won five, while Wieden/New York, Fallon/Minneapolis, Lowe/London, DDB/Chicago and Rethink/Vancouver landed three each.
But the night belonged to MINI. Out of 33 Gold Pencils, eight went to the carmaker: one in the newspaper category, two for magazine work, one for outdoor, two for posters, one for Integrated Branding and one for Innovative Marketing.
Gold Pencils in print ad categories were also awarded to Team One Advertising for Lexus; Lowe/London, which won two Golds for Stella Artois; and CP+B, which scooped up two more Golds for a trade campaign for Bell helmets. Saatchi & Saatchi/Copenhagen landed a Gold for an outdoor ad for the Scandinavian Motor Company. Saatchi & Saatchi/Capetown and Leo Burnett/Oslo both won Gold Pencils for guerrilla efforts, and Arnold, TBWA/Paris and Lowe/London each won Golds for collateral material. The Richards Group scored a Gold for a Motel 6 radio spot, while Grabarz & Partners/Hamburg won a Gold for a VW radio campaign.
VW "Bubble Boy"
In television, Volkswagen and Fox Sports racked up the Pencils. Arnold Worldwide won three Gold Pencils for Volkswagen television spots, one for "Bubble Boy," one for the Grandy-winning "Squares," and one for the campaign that includes a third spot, "Chain Reaction." TBWA/Chiat/Day/San Francisco, meanwhile, won two Golds for a hockey promo package for Fox Sports, including the spot "Antifreeze." Wieden + Kennedy/New York won a Gold for the ESPN spot "Shelfball/Travis," while Hill Holliday/San Francisco grabbed the Gold in the cinema category for its trailer for the Mill Valley Film Festival. In the category for commercials with budgets under $50,000, Santa Monica's Colby & Partners won a Gold for a spot for California Map & Travel, in which a man is pepper-sprayed, then tasered when he asks a woman for directions.
Saatchi/London's Gold Lion-winning "Cartoon" spot for the NSPCC returned to take a Gold Pencil in the public service category, while other public service Golds went to DM9 DDB and U.K. agency Brilliant Fantastic for print work and to Abbott Mead Vickers.BBDO/London for a radio spot warning against the dangers of driving while talking on a cellphone.
To download a complete list of Friday's Pencil winners, visit www.oneclub.com.