An Xbox billboard where Tomb Raider fans stood in the cold for 24 hours, a film for Louis XIII Cognac that won't be seen for thousand years and an installation giving fans the opportunity to walk in Michael Jordan's shoes were among the top winners at last night's One Show awards.
Awards given out last night at the first of two One Show awards ceremonies this week in New York included six Best in Discipline prizes for print & outdoor, design, direct, branded entertainment, responsive environments and public relations. Altogether, One Show awarded 282 Pencils awarded -- 76 Gold, 95 Silver and 111 Bronze -- to winners from 27 countries.
The Xbox "Survival Billboard", created in London by m:united McCann London, with the live event by m:united Momentum Worldwide, won the top award for Print and Outdoor. The campaign saw eight fans spend a whole day perched on a tiny ledge on the billboard, and allowed people to vote on what weather conditions to subject them to.
The accolade for Branded Entertainment went to the Remy Cointreau/Louis XIII campaign, by Fred & Farid New York. The brand made a film starring John Malkovich and placed it in a vault that will not be opened until 2115.
Jordan Brand's "The Last Shot" installation, by AKQA San Francisco, took the top award in Responsive Environments. The campaign saw an LED simulator with 876 screens that allow fans to virtually recreate two of Michael Jordan's most iconic shots.
Other winners included "Nameless Paints" for Kokuyo by Dentsu / Tokyo, a set of nameless paints created to change the way kids think about colors, which won the best in discipline award for Design. Canal+ campaign The Interactive Form, by BETC Paris, an interactive application form in the form of a comedic film, won the top award for Direct, while the Public Relations winner was a campaign for low cost airline Scoot by Saatchi & Saatchi Singapore, which took on the U.S. airline Spirit implying it was copying its branding.
The remainder of the winners, including Best of Show, Agency of the Year, and Client of the Year, will be announced at a separate event on Friday.