McCann Melbourne’s ‘DWTD’ wins Best of Show at The One Show; DraftFCB Auckland takes home one Gold and one Silver for MINI NZ and Prime TV
The One Club announced today the winners for the 40th Annual One Show Awards, the most prestigious worldwide competition celebrating the year’s best in advertising.
There were 554 winners from 34 countries who emerged from a competitive pool of over 11,500 submissions. The top three awarded countries were USA at #1, Australia at #2 and the UK at #3.
McCann/Melbourne secured highest honors by winning Best of Show for its work, “Dumb Ways to Die” for Metro Trains in The One Show’s “Integrated Branding – Public Service Announcement” category as well as winning three Gold Pencils and one Bronze Pencil. P&G won Client of the Year for their work with Old Spice, Tide and their “Best Job” campaign that ran during the 2012 Olympics in London.
New Zealand scored big, earning One Gold Pencil for MINI New Zealand’s ‘Driving Dogs‘ campaign in the Integrated Branding – Consumer Campaign and one Silver Pencil for the ‘Call Girl’ campaign for Prime Television in the Radio – Single category.
Overall, there were 
34 Gold Pencil winners, 38 Silver Pencil winners, 20 Bronze Pencil winners and 462 Merit winners who were honored today at Alice Tully Hall, Lincoln Center in New York City.
Says Mary Warlick, CEO of The One Club: “McCann, Melbourne managed to tap into something special with ‘Dumb Ways to Die,’ as shown by the 50 million-plus views on YouTube. They turned what might have been a morbid topic into a funny, catchy spot that charmed and, more importantly, raised awareness.”
The following are among the most highly awarded agencies of The One Show 2013, all of which won Gold Pencils for the following work: Wieden + Kennedy/Portland for “Best Job” (client: P&G); Barton F. Graf 9000/New York for “A Long Day of Childhood” (client: Ragu); BBH/London for “Three Little Pigs” (client: The Guardian); Droga5/New York for “Help! I Want to Save a Life” (client: Help Remedies/DKMS); and Wieden + Kennedy/New York for “The Name” (client: ESPN).
Says Ms. Warlick: “There’s been a departure from the slapstick humor that dominated beer commercials in recent years and a rise in more thoughtful humor as well as an emphasis on in-depth storytelling.”
One Show Interactive winners will be honored at Terminal 5 in New York City on May 10th.