W+K Portland Named One Show’s Agency of the Year After 10 Golds for Nike Kaepernick Work
Wieden + Kennedy Portland completed its successful run at this year’s One Show, taking home agency of the year honors at the global awards competition. The agency’s wildly successful “Dream Crazy” campaign for Nike featuring Colin Kaepernick came out on top, winning best in show.
Over the course of the two-day awards show, the campaign won 10 gold pencils, two silver and four bronze, as well as four best-of-discipline honors (creative effectiveness, integrated, print and outdoor, and social media). Unsurprisingly, Nike was named client of the year.
DDB Worldwide received the network of the year accolade, while its parent company Omnicom Group was named creative holding company of the year. Spotify clinched in-house agency of the year for both its “Wrapped” campaign, which each year uses listener habits and data as fodder for out-of-home ads, as well as its David Bowie subway station takeover. MPC was awarded production company of the year.
The “Penta Pencil,” awarded to an agency and brand which together have created stellar creative work for the last five years, was handed to adam&eveDDB London and John Lewis & Partners London, both of which annually work together on the retailer’s much-anticipated Christmas ad.
Other top winners include Droga5, which won a total of 15 golds, nine for its work with The New York Times on the publication’s “The Truth is Worth It” campaign. David Rubin, chief marketing officer at The New York Times, was awarded the 2019 “CMO Pencil” for his contribution to the work which the One Show described as “the world’s single most impactful idea on a brand’s business from the past year.”
Additionally, Droga5 won four golds for the Super Bowl campaign it created for Tourism Australia, which involved creating a fake Dundee trailer to promote the country.
DDB Chicago took home four golds, all for the “Broadway the Rainbow” Super Bowl activation it created for Skittles earlier this year. FCB New York also won four gold pencils for a Burger King stunt it conducted last year that involved letting customers unlock a one-cent Whopper deal via the chain’s app if they went within 600 feet of a McDonald’s.
McCann New York and Ogilvy Colombia each won four golds as well, with the former receiving three for its “Price on Our Lives” campaign that empowered survivors of the Parkland, Fla. shooting and other students to speak out against the gun lobby. McCann New York was awarded another gold for the agency’s “Universal Love Songs” campaign for MGM Resorts International.
Three of Ogilvy Colombia’s wins were for its “DNA Discount” ad in partnership with airline Aeroméxico, which offered discounts on flights to Americans who were able to show, by taking a test, that they have Mexican DNA.
The One Show’s best-of-discipline awards for night two of the show included:
- Creative Use of Data: McCann London “Football Decoded” for Microsoft Xbox
- Digital Craft: 360i New York, “Westworld: The Maze” for HBO
- Direct Marketing: TBWA\Chiat\Day New York, “Billie Jean King Your Shoes” for Adidas
- Experiential & Immersive: FCB New York, “The Whopper Detour” for Burger King
- Film: Droga5 New York, “The Truth Is Worth It” for The New York Times
- Integrated: Wieden+Kennedy Portland, “Dream Crazy” for Nike
- Interactive & Online: Virtue Copenhagen, “adDRESS THE FUTURE” for Carlings
- Mobile: MullenLowe SSP3 Bogotá, “My Line” for Ministry of Technology & Communication of Colombia
- Print & Outdoor: Wieden+Kennedy Portland, “Dream Crazy” for Nike
- Social Influencer Marketing: adam&eveDDB London, “#TrollingIsUgly” for The Cybersmile Foundation
- Social Media: Wieden+Kennedy Portland, “Dream Crazy” for Nike
All winners from the week can be found at the One Club’s site.
via DMT.NEWS, Minda Smiley, Khareem Sudlow
