NEC's "Ecotonoha Project"
Goodby, Silverstein & Partners led the pencil count Wednesday night at the One Show Interactive awards -- the midpoint of One Show week, which culminates tonight with the One Show awards dinner. Goodby was awarded five pencils -- a Gold, three Silvers and a Bronze -- for banner ads and "beyond the banner" work for clients Discover Card, Hewlett-Packard and Specialized bicycles.
The Best of Show award, however, went to technology company NEC's in-house "Ecotonoha Project," a Zen-like interactive website that invites users to add messages to the branches of virtual trees, which -- in turn -- determine how many trees NEC will plant on Australia's Kangaroo Island. The actual tree-planting part of the project has concluded, but a demo remains online.
Nike, meanwhile, was the most honored advertiser of the night, earning eight pencils -- three of them with work by New York's R/GA, runner-up to Goodby in the pencil hunt -- and recognition as the Interactive Advertiser of the Year.