presentation one show call for entry
TRANSCRIPT
The Shortcut Campaign
CAN IT WIN ONE SHOW?
One Show 2009 The Shortcut Campaign
OUR IDEATelling the world that winning One Show makes it easier to win other awards.
One Show 2009 The Shortcut Campaign
STRATEGYThere are a few advertising awards wich stands out from the rest. But except for its prestige, does the One Show have anything else to offer? An unique selling point wich seperates it from the other high-end awards?
Of all the prestigeous awards One Show is the first of the year, beeing held in may. That means the jurys of the other awards have the One Show winners in mind when it’s time for them to choose their own winners. In other words: Winning One Show makes it easier to succeed in other awards. One Show sets the standard. It’s something no other festival can say and something that’s relevant to the audience. With this claim we want to give the audience a real rational argument rather than beeing generic.
One Show 2009 The Shortcut Campaign
CREATIVE COMPONENTS AND MEDIA STRATEGYIf the poster do end up on the agancies walls it’s the perfect channel. Earned media at its best. But getting advertising pros to actually put it up there is a big challange, the poster has got to be something more than a message, something they can spend time with. This is our idea on how to show that the One Show inspires all the other jurys:
The Shortcut Campaign
IS THAT BEACAUSE IT WAS INCOMPREHENSIBLE FOR EVERYONE BUT CREATIVES?
WAS IT ON CREATIVITY TOP 5?
DID IT TAKE CARE OF THE PROBLEM?
YOUR WORK IS NOW TOP OF MIND AMONG THE WORLDS JURYS. JUST SIT BACK AND WAIT FOR ALL KIND OF AWARDS TO DROP IN.
YOU DESERVE IT.
DID IT INVOLVECOMPUTER ANIMATED BABIES?
HAS IT BEEN SPOOFED?
DID THE FILMED MATERIALBECOME A VIRAL HIT?
DOES IT HAVE AFLASH ANIMATED CASE STUDY?
WAS IT DONE FOR AN ACTUAL CLIENT?
DID IT MOOCH OF APOP CULTURAL PHENOMENON?
WAS SOME SORT OFFLASH MOB INVOLVED?
SO IT WAS JUST A BIT DULL?
ARE YOU DAVID DROGA OR LEE CLOW?
HAVE YOU DONE ANYTHING MIND–TWEAKING THIS YEAR? CAN IT WIN ONE SHOW?HAVE YOU DONE
ANYTHING SO–SO?DOES YOUR ACCOUNT DIRECTOR
KNOW PHIL THOMAS?
HAVE YOUR INTERNS DONEANYTHING GOOD IN SCHOOL?
CAN YOU STEAL ANYTHING ELSE?
DID IT INVOLVE FACEBOOK OR TWITTER?
CAN YOU MAKE IT LOOK LIKE IT DID?
DID IT CHANGE THE COURSE OF AN ELECTION?
OF COURSE IT CAN,IT’S MIND–TWEAKING.
DID THE IDEA–PROCESS INVOLVE“WHAT IS THE REAL PROBLEM”?
WAS IT IN ANY WAY SOMEWHAT ENTERTAINING FOR ANYONE?
WAS THERE ACELEBRITY INVOLVED?
DID IT INVOLVESTOP MOTION?
WAS IT DAVID OR VICTORIA BECKHAM?
DID IT UPSET PEOPLEIN A FUNNY WAY?
HOW ABOUT ANIMALS?
WERE THE AUDIENCE ASKED TO UPLOAD A YOUTUBE–VIDEO FEATURING THEMSELFES?
WAS THERE ACIRCUS THEME?
DO YOU ENJOY WATCHING MAD MEN?
DID IT USE THE CLASSIC“SEX SELLS” TRICK?
WERE THE CLOWNSREALLY REALLY EVIL?
DO YOU CONSIDER YOURWORK TO BE MORE LIKE ART THANTHE ENGINE OF COMMERCIALISM?
WAS IT THE CLIENTS FAULT?
WAS IT FOR A NOBLE CAUSE?
CLAIM THAT YOU’RETHE BRAIN BEHIND IT ALL.
MAYBE THAT’S AS CLOSE TO THE BUSINESS AS YOU SHOULD GET.
ENTRY DEADLINEONE SHOW
The One Show, the premiere international advertising award show, sets the industry standard for creative excellence with categories including print, television radio, outdoor, innova-tive media and marketing, and integrated branding. Every year, Gold, Silver and Bronze winners are announced at the awards show and party in New York City. From there, the work becomes part of our international traveling exhibition making annual stops in Japan, Brazil, China, South Africa and other host cities domestically and abroad. All winning work — including Pencil and Merit winners — is also archived in our online database, the most comprehensive collection of award-winning creative advertising anywhere on the Web.
JUDGING CRITERIA
Pencils are the coveted trophies awarded to the top tier of winners in the One Show, One Show Design and One Show Interactive. Pencils are awarded in each category through a points system recorded on the judges’ anonymous ballots. There are three levels of Pencils – Gold, Silver, and Bronze.
One Show www.oneclub.org/os/os/showcase/2009/judges One Show Design www.oneclub.org/os/osd/showcase/2009/judges One Show Interactive www.oneclub.org/os/osi/showcase/2009/judges
WAS THEREAUGMENTED REALITY?
START HERE!
YOU’RE WELL ON YOUR WAY. NOW JUST TIP OFF SOME BIG TIME BLOGGERS.
MAKE A REALLY, REALLY FUNNYVIRAL EXPLAINING YOUR CAMPAIGN.
MAKE SURE YOU SEED IT TO THE RIGHT PEOPLE.
DRAIN YOUR RETIREMENT FUND ANDSTART TAKING OUT JURY CHAIRMEN FOR DRINKS.
GET YOURSELF A MANAGEABLE COCAINE ADDICTION AND START EXPLORING THE
POSSIBILITES OF WORMHOLE TRAVELLING.
Are you David Droga or Lee Clow? Yes
Yes
Yes
Yes
Yes
Yes Yes
Yes Yes Yes YesYes
YesYes
YesNo
Have you done anything mind–tweaking
this year?
Have you done anything so–so?
Does your account director knows Phil Thomas?
Have your intern doneanything good in school?
Did it involve Facebook or Twitter?
Can you make it look like it did?
Did it change the course of an election?
Did the idea-process involve“what is the REAL problem”
Did it take care of the problem? Is that beacause it was toincomprehensible for everyone
to advertise?
Were the audience asked to upload a youtube–video featuring themselfes?
YOUR WORK IS NOW TOP OF MINDAMONG THE WORLDS JURYS.
JUST SIT BACK AND WAIT FOR ALL KIND OF AWARDS TO DROP IN.
YOU DESERVE IT.
Did it involved computer animated babies?
How about animals?Can you steal anything else? Did creativity write about it?
You’re just missunderstood.
Claim that you’re the brain behind it all.
Can it win One Show? Of course it can, it’s mind–tweaking.
NoNo
No
No
No No
No No Was it the clients fault?No
Was it in any way somewhat entertaining for anyone?
THE GET–JURYS–TO–SEE–YOUR–WORK–BEFORE–SUMMER FLOWCHART
No
No
No
No
Avant GardeOne Show Poster 42pt.Avant GardeOne Show Poster 12pt.
PHEW
Some jurys like that.
PHEW
THAT’S TRENDY!OF COURSE!
CLAIM THAT YOU’RE THE BRAIN BEHIND IT ALL.
10–14 MAY
1234567890
THAT’S LIKE
FROM THE FUTURE!
IS THAT BEACAUSE IT WAS INCOMPREHENSIBLE FOR EVERYONE BUT CREATIVES?
WAS IT ON CREATIVITY TOP 5?
DID IT TAKE CARE OF THE PROBLEM?
YOUR WORK IS NOW TOP OF MIND AMONG THE WORLDS JURYS. JUST SIT BACK AND WAIT FOR ALL KIND OF AWARDS TO DROP IN.
YOU DESERVE IT.
DID IT INVOLVECOMPUTER ANIMATED BABIES?
HAS IT BEEN SPOOFED?
DID THE FILMED MATERIALBECOME A VIRAL HIT?
DOES IT HAVE AFLASH ANIMATED CASE STUDY?
WAS IT DONE FOR AN ACTUAL CLIENT?
DID IT MOOCH OF APOP CULTURAL PHENOMENON?
WAS SOME SORT OFFLASH MOB INVOLVED?
SO IT WAS JUST A BIT DULL?
ARE YOU DAVID DROGA OR LEE CLOW?
HAVE YOU DONE ANYTHING MIND–TWEAKING THIS YEAR? CAN IT WIN ONE SHOW?HAVE YOU DONE
ANYTHING SO–SO?DOES YOUR ACCOUNT DIRECTOR
KNOW PHIL THOMAS?
HAVE YOUR INTERNS DONEANYTHING GOOD IN SCHOOL?
CAN YOU STEAL ANYTHING ELSE?
DID IT INVOLVE FACEBOOK OR TWITTER?
CAN YOU MAKE IT LOOK LIKE IT DID?
DID IT CHANGE THE COURSE OF AN ELECTION?
OF COURSE IT CAN,IT’S MIND–TWEAKING.
DID THE IDEA–PROCESS INVOLVE“WHAT IS THE REAL PROBLEM”?
WAS IT IN ANY WAY SOMEWHAT ENTERTAINING FOR ANYONE?
WAS THERE ACELEBRITY INVOLVED?
DID IT INVOLVESTOP MOTION?
WAS IT DAVID OR VICTORIA BECKHAM?
DID IT UPSET PEOPLEIN A FUNNY WAY?
HOW ABOUT ANIMALS?
WERE THE AUDIENCE ASKED TO UPLOAD A YOUTUBE–VIDEO FEATURING THEMSELFES?
WAS THERE ACIRCUS THEME?
DO YOU ENJOY WATCHING MAD MEN?
DID IT USE THE CLASSIC“SEX SELLS” TRICK?
WERE THE CLOWNSREALLY REALLY EVIL?
DO YOU CONSIDER YOURWORK TO BE MORE LIKE ART THANTHE ENGINE OF COMMERCIALISM?
WAS IT THE CLIENTS FAULT?
WAS IT FOR A NOBLE CAUSE?
CLAIM THAT YOU’RETHE BRAIN BEHIND IT ALL.
MAYBE THAT’S AS CLOSE TO THE BUSINESS AS YOU SHOULD GET.
ENTRY DEADLINEONE SHOW
The One Show, the premiere international advertising award show, sets the industry standard for creative excellence with categories including print, television radio, outdoor, innova-tive media and marketing, and integrated branding. Every year, Gold, Silver and Bronze winners are announced at the awards show and party in New York City. From there, the work becomes part of our international traveling exhibition making annual stops in Japan, Brazil, China, South Africa and other host cities domestically and abroad. All winning work — including Pencil and Merit winners — is also archived in our online database, the most comprehensive collection of award-winning creative advertising anywhere on the Web.
JUDGING CRITERIA
Pencils are the coveted trophies awarded to the top tier of winners in the One Show, One Show Design and One Show Interactive. Pencils are awarded in each category through a points system recorded on the judges’ anonymous ballots. There are three levels of Pencils – Gold, Silver, and Bronze.
One Show www.oneclub.org/os/os/showcase/2009/judges One Show Design www.oneclub.org/os/osd/showcase/2009/judges One Show Interactive www.oneclub.org/os/osi/showcase/2009/judges
WAS THEREAUGMENTED REALITY?
START HERE!
YOU’RE WELL ON YOUR WAY. NOW JUST TIP OFF SOME BIG TIME BLOGGERS.
MAKE A REALLY, REALLY FUNNYVIRAL EXPLAINING YOUR CAMPAIGN.
MAKE SURE YOU SEED IT TO THE RIGHT PEOPLE.
DRAIN YOUR RETIREMENT FUND ANDSTART TAKING OUT JURY CHAIRMEN FOR DRINKS.
GET YOURSELF A MANAGEABLE COCAINE ADDICTION AND START EXPLORING THE
POSSIBILITES OF WORMHOLE TRAVELLING.
Are you David Droga or Lee Clow? Yes
Yes
Yes
Yes
Yes
Yes Yes
Yes Yes Yes YesYes
YesYes
YesNo
Have you done anything mind–tweaking
this year?
Have you done anything so–so?
Does your account director knows Phil Thomas?
Have your intern doneanything good in school?
Did it involve Facebook or Twitter?
Can you make it look like it did?
Did it change the course of an election?
Did the idea-process involve“what is the REAL problem”
Did it take care of the problem? Is that beacause it was toincomprehensible for everyone
to advertise?
Were the audience asked to upload a youtube–video featuring themselfes?
YOUR WORK IS NOW TOP OF MINDAMONG THE WORLDS JURYS.
JUST SIT BACK AND WAIT FOR ALL KIND OF AWARDS TO DROP IN.
YOU DESERVE IT.
Did it involved computer animated babies?
How about animals?Can you steal anything else? Did creativity write about it?
You’re just missunderstood.
Claim that you’re the brain behind it all.
Can it win One Show? Of course it can, it’s mind–tweaking.
NoNo
No
No
No No
No No Was it the clients fault?No
Was it in any way somewhat entertaining for anyone?
THE GET–JURYS–TO–SEE–YOUR–WORK–BEFORE–SUMMER FLOWCHART
No
No
No
No
Avant GardeOne Show Poster 42pt.Avant GardeOne Show Poster 12pt.
PHEW
Some jurys like that.
PHEW
THAT’S TRENDY!OF COURSE!
CLAIM THAT YOU’RE THE BRAIN BEHIND IT ALL.
10–14 MAY
1234567890
THAT’S LIKE
FROM THE FUTURE!
IS THAT BEACAUSE IT WAS INCOMPREHENSIBLE FOR EVERYONE BUT CREATIVES?
WAS IT ON CREATIVITY TOP 5?
DID IT TAKE CARE OF THE PROBLEM?
YOUR WORK IS NOW TOP OF MIND AMONG THE WORLDS JURYS. JUST SIT BACK AND WAIT FOR ALL KIND OF AWARDS TO DROP IN.
YOU DESERVE IT.
DID IT INVOLVECOMPUTER ANIMATED BABIES?
HAS IT BEEN SPOOFED?
DID THE FILMED MATERIALBECOME A VIRAL HIT?
DOES IT HAVE AFLASH ANIMATED CASE STUDY?
WAS IT DONE FOR AN ACTUAL CLIENT?
DID IT MOOCH OF APOP CULTURAL PHENOMENON?
WAS SOME SORT OFFLASH MOB INVOLVED?
SO IT WAS JUST A BIT DULL?
ARE YOU DAVID DROGA OR LEE CLOW?
HAVE YOU DONE ANYTHING MIND–TWEAKING THIS YEAR? CAN IT WIN ONE SHOW?HAVE YOU DONE
ANYTHING SO–SO?DOES YOUR ACCOUNT DIRECTOR
KNOW PHIL THOMAS?
HAVE YOUR INTERNS DONEANYTHING GOOD IN SCHOOL?
CAN YOU STEAL ANYTHING ELSE?
DID IT INVOLVE FACEBOOK OR TWITTER?
CAN YOU MAKE IT LOOK LIKE IT DID?
DID IT CHANGE THE COURSE OF AN ELECTION?
OF COURSE IT CAN,IT’S MIND–TWEAKING.
DID THE IDEA–PROCESS INVOLVE“WHAT IS THE REAL PROBLEM”?
WAS IT IN ANY WAY SOMEWHAT ENTERTAINING FOR ANYONE?
WAS THERE ACELEBRITY INVOLVED?
DID IT INVOLVESTOP MOTION?
WAS IT DAVID OR VICTORIA BECKHAM?
DID IT UPSET PEOPLEIN A FUNNY WAY?
HOW ABOUT ANIMALS?
WERE THE AUDIENCE ASKED TO UPLOAD A YOUTUBE–VIDEO FEATURING THEMSELFES?
WAS THERE ACIRCUS THEME?
DO YOU ENJOY WATCHING MAD MEN?
DID IT USE THE CLASSIC“SEX SELLS” TRICK?
WERE THE CLOWNSREALLY REALLY EVIL?
DO YOU CONSIDER YOURWORK TO BE MORE LIKE ART THANTHE ENGINE OF COMMERCIALISM?
WAS IT THE CLIENTS FAULT?
WAS IT FOR A NOBLE CAUSE?
CLAIM THAT YOU’RETHE BRAIN BEHIND IT ALL.
MAYBE THAT’S AS CLOSE TO THE BUSINESS AS YOU SHOULD GET.
ENTRY DEADLINEONE SHOW
The One Show, the premiere international advertising award show, sets the industry standard for creative excellence with categories including print, television radio, outdoor, innova-tive media and marketing, and integrated branding. Every year, Gold, Silver and Bronze winners are announced at the awards show and party in New York City. From there, the work becomes part of our international traveling exhibition making annual stops in Japan, Brazil, China, South Africa and other host cities domestically and abroad. All winning work — including Pencil and Merit winners — is also archived in our online database, the most comprehensive collection of award-winning creative advertising anywhere on the Web.
JUDGING CRITERIA
Pencils are the coveted trophies awarded to the top tier of winners in the One Show, One Show Design and One Show Interactive. Pencils are awarded in each category through a points system recorded on the judges’ anonymous ballots. There are three levels of Pencils – Gold, Silver, and Bronze.
One Show www.oneclub.org/os/os/showcase/2009/judges One Show Design www.oneclub.org/os/osd/showcase/2009/judges One Show Interactive www.oneclub.org/os/osi/showcase/2009/judges
WAS THEREAUGMENTED REALITY?
START HERE!
YOU’RE WELL ON YOUR WAY. NOW JUST TIP OFF SOME BIG TIME BLOGGERS.
MAKE A REALLY, REALLY FUNNYVIRAL EXPLAINING YOUR CAMPAIGN.
MAKE SURE YOU SEED IT TO THE RIGHT PEOPLE.
DRAIN YOUR RETIREMENT FUND ANDSTART TAKING OUT JURY CHAIRMEN FOR DRINKS.
GET YOURSELF A MANAGEABLE COCAINE ADDICTION AND START EXPLORING THE
POSSIBILITES OF WORMHOLE TRAVELLING.
There’s one more PDF with the poster in full size. Take a look and test one of your own campaigns.
One Show 2009
One Show 2009 The Shortcut Campaign
On the web we give the same experience but using several medias. Using a floating toolbar the user starts from one of the banners or One Clubs’ homepage and then travels around the web.
One Show 2009 The Shortcut Campaign
One Show 2009 The Shortcut Campaign
The questions follow in the same manner as in the flowchart but are rewritten to make the most out of the internet.
One Show 2009 The Shortcut Campaign
If the user gets tired of trying to become famous there’s always a shortcut-button taking him or her to One Shows submission page.
One Show 2009 The Shortcut Campaign
We use a slimmed down version of the flowchart as ads and a single element as mailers.
One Show 2009 The Shortcut Campaign
With a rational and unique argument we believe we can increase the number of entrants instead of just branding generic thoughts.
And, hopefully, doing so in a less boring way than this last page of our presentation. Oh, and don’t forget the hi-res PDF of the poster.
Thank you for reading.
SIMPLY PUT
Erik Dolk – Graphic [email protected]
Kalle Åkestam – [email protected]
Johan Wahlberg – Art [email protected]