The One Show last week added an environmental component, awarding its first Green Pencil award to Goodby Silverstein & Partners for the agency's "Help the Honey Bees" campaign for Haagen-Dazs. The Green Pencil was created to honor environmentally conscious advertising.
The award follows the campaign's recent win of the Media Responsibility Award at the 2009 Festival of Media in Valencia, Spain, which honored effective media campaigns from around the world.
The Haagen-Dazs campaign, which also won a Gold Pencil in the new innovative category and a Gold Pencil in the integrated category, focuses on the demise of the honeybee population and its role in the pollination of key ice-cream ingredients. As part of that effort, the company launched the Vanilla Honey Bee flavor, with all proceeds donated to honeybee research. Goodby's campaign included a magazine insert embedded with seeds for planting; two viral dance videos to accompany TV advertising; and a website, helpthehoneybees.com, to promote the cause.
The week after it launched, the campaign generated 125 million PR impressions, according to Goodby, and shortly after that, Haagen-Dazs executives were called to testify before Congress on the bees' behalf.
The San Francisco-based Omnicom agency was also named the 34th-annual One Show's Interactive Agency of the Year.