NEC Media Products in Tokyo won Best of Show -- the first time a non-U.S. agency has taken the top award since the interactive portion of the One Show started eight years ago.
NEC Media Products is the in-house agency for NEC Corp., which entered in the corporate business-to-business consumer Web site category. The "NEC Ecotonoha Project" invited consumers to post their comments about environmental issues, creating an online community "tree" of links and comments.
Nike took Advertiser of the Year, as it did in 2003. Rival Adidas, in contrast, will win Advertiser of the Year at the One Show, the competition for print, broadcast, radio, innovative media and integrated branding.
Nike also snagged first and second place for this year's new category, Brand Gaming.
Now in its eighth year, One Show Interactive Awards are sponsored by the One Club, a nonprofit creative organization devoted to the professional development of advertising's creative community. In 1996, there were four interactive categories; now there are 12.
Thirty judges spent over 100 hours judging 1,400 entries this year. "The award is based on concept and creativity, not effectiveness," said Kevin Swanepoel, interactive director of the One Club. "If something is just a regurgitated print ad or broadcast ad, it doesn't even stand a chance. It has to break through the clutter and meet the creative criteria. The people who judge the work are creatives."