Last year, Clemenger BBDO’s Ghost Chips won a yellow pencil at D&AD the same night it was snubbed at Axis. But this time the planets were in alignment, because DraftFCB’s grand axis winning Driving Dogs for Mini and SPCA has also won a prestigious gold pencil in the integrated branding, consumer campaign category at the One Show.
It also backed up its Axis wins for Prime’s Secret Diary of a Call Girl with a silver pencil in the radio category. Colenso BBDO earned seven merit certificates, but no metal. And Buck, which produced String Theory’s Metamorphosis, earned two merits in design.
http://www.youtube.com/watch?v=IJNR2EpS0jwMcCann/Melbourne took Best of Show for ‘Dumb Ways to Die’ for Metro Trains and P&G won client of the year for its work with Old Spice, Tide and the ‘Best Job’ campaign that ran during the 2012 Olympics in London.
“McCann, Melbourne managed to tap into something special with ‘Dumb Ways to Die,’ as shown by the 50 million-plus views on YouTube,” says Mary Warlick, chief executive of The One Club. “They turned what might have been a morbid topic into a funny, catchy spot that charmed and, more importantly, raised awareness.”
Overall, there were 34 gold pencil winners, 38 silver pencil winners, 20 bronze pencil winners and 462 Merit winners from 34 countries who emerged from a competitive pool of over 11,500 submissions. The top three awarded countries were USA, Australia and the UK.