Most of the One Show Awards were handed out last month, with Colenso BBDO taking a gold and Publicis Mojo taking a silver. And the winners of the One Show Entertainment Awards, which honour the world’s best entertainment concepts, television ideas, branding and mobile or online content, were announced yesterday in Los Angeles, with Special Group’s Smirnoff Night Project taking a silver pencil in the television/reality/unscripted category.
Integration is an increasingly popular way for brands to get their wares in front of viewers less explicitly than an ad, with the likes of MasterChef, NZ’s Next Top Model and the upcoming series of The Block all proving very popular with commercial partners. And Special Group’s silver for the Smirnoff sponsored reality television series that screened on Four about young Kiwis’ ideas for extraordinary nights out—like screening Jaws in the water, putting on a gig in the middle of nowhere, playing mass Zombie tag in a haunted building and creating and destroying a white world with colour—is thought to be the highest a New Zealand entry has ever been awarded (Speight’s Great Beer Delivery got a bronze four years ago).
The series was filmed by Special Problems, which is now part of The Sweet Shop, and the events were managed by Mango.
Colenso BBDO, .99 and String Theory were the other Kiwi finalists for Mountain Dew ‘Skate Park’, ‘Who killed Rico?’and ‘Good Books’ respectively.
Elsewhere in awards land, .99′s entry in The Chip Shop Awards received three awards in public awareness, best advert applied to mobile medium and best outdoor advert.