The 2013 One Show Finalists Are Announced

Storytelling, craftsmanship and revival of traditional brands stand out

Apr 09, 2013, 15:00 ET from The One Club

NEW YORK, April 9, 2013 /PRNewswire/ -- The One Club ( announced today the finalists for the 40th Annual One Show Awards, the most prestigious worldwide competition celebrating the year's best in advertising.  There were 508 finalists including television, integrated branding, cinema and a wide spectrum of print medium, coming from 110 agencies and 34 different countries.

The creative work submitted for The One Show 2013 revealed a number of industry trends:

  • A new surge of creative work appeared for traditional brands, such as Ragu by Barton F. Graf 9000, New York; Oreo, with work by multiple agencies; American auto company Dodge and Procter & Gamble by Wieden + Kennedy, Portland; Procter & Gamble's Duracell and Tide by Saatchi & Saatchi, New York; and Coca-Cola, with work by multiple agencies.
  • Storytelling, supported by strong narrative and masterful craftsmanship, was paramount in work by this year's finalists such as Unilever's "Susan Glenn" by BBH New York, the Guardian's "Three Little Pigs" by BBH London, and The Richards Group's finalist for RAM Trucks.
  • There was also a "feel good" thread that ran through many of this year's finalists, including Nike's "The Jogger" and Procter & Gamble's "Best Job" by Wieden + Kennedy; Banco Popular's "The Most Popular Song" by JWT San Juan; and Mini New Zealand's "Free Car with Every Dog" by DraftFCB New Zealand.

"Growing confidence in both the economy and advertising industry has influenced creative output," said Mary Warlick, CEO of The One Club in New York. "We saw spots with very in-depth storytelling.  Agencies were not afraid to extend themselves with superb craftsmanship and unique messages such as Metro Trains' "Dumb Ways to Die" by McCann Melbourne. We also saw a lot of 'feel good' ads, which seem to reflect a general hopefulness consumers may be feeling."

Winning the coveted One Show Gold, Silver and Bronze Pencils is considered the ultimate achievement in the advertising industry.  The BBDO network topped agencies with 63 finalists, followed by the Ogilvy network with 44 finalists, and the DDB network with 35.  Coca-Cola led brands with 15 finalists, followed by Volkswagen and Unilever, both with 13 finalists. The complete list of the One Show finalists can be found here:

By category:

By agency:

The One Show winners will be honored at the awards presentation to be held at Alice Tully Hall at Lincoln Center, New York City on May 8th, 2013 during Creative Week 2013 (  One Show Interactive finalists were announced on April 8.  One Show Design finalists will be announced on April 10. 

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About The One Club
The One Club, a non-profit organization, exists to champion and promote excellence in advertising and design in all its forms. Founded in 1975, as part of its mission to promote high standards of creative excellence, The One Club produces the One Show, One Show Design, One Show Interactive and One Show Entertainment. The coveted One Show Gold Pencils are regarded as the zenith of achievement in the advertising world.  Its OneScreen Short Film & Video Festival returned from a four-year hiatus in 2012.

In 1995, The One Club established an education department, dedicated to fostering the creative talents of advertising students nationwide. The department administers scholarships to outstanding students in advertising programs at a variety of schools across the country and produces an annual College Competition. As a part of this department, the award-winning One Club Diversity Program conducts workshops, portfolio reviews and outreach to multicultural students around the country.

Art & Copy, a documentary film produced by The One Club, won an Emmy Award after appearing on PBS Independent Lens.

You can follow The One Club online at, on Facebook and at Twitter.

SOURCE The One Club