Australia ranks #2 in the world at One Show; McCann Melbourne's DWTD wins Best of Show plus three Gold and one Bronze; DDB Sydney in second place with one Gold and one Silver Pencil

2653619-dumb-ways-to-die-video-617-409.jpgThe 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.

Australia has ranked #2 in the world behind the U.S. for the first time beating the U.K.

Click here to view the complete list of One Show winners.
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.

Park 4-thumb-400x265-72567.jpgDDB Sydney took home a Gold and Silver Pencil for its 'Park Assist Technology' campaign for  Volkswagen Group Australia; George Patterson Y&R won a Silver Pencil for Defence Force Recruiting's 'Mobile Medic'; Clemenger BBDO Melbourne won a Silver Pencil for Carlton & United Breweries - Fosters' 'Beer Chase' spot; Screen shot 2012-09-03 at 11.14.50 AM-thumb-400x164-84702.jpgThe Monkeys/MAUD Sydney's 'Mixionary' work for Diageo scored them a Bronze as well as BMF's 'Baby faces' spot for ALDI's Mamia scoring Bronze.

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."

Dumb Ways to Die was created to engage an audience that is indifferent to safety messages, to reduce the number of serious and fatal accidents on the Metro Trains Melbourne rail network.

The catchy tune and music video were designed to capture the reality of most train accidents--they are almost entirely preventable and would never happen if the people involved didn't do something dumb.

Spearheaded by a music video and song that can be downloaded from the iTunes store or via, the campaign also appeared on radio, online Tumblr, small and large outdoor spaces and across the Metro Trains network. The campaign immediately received enthusiastic global media attention.

Says John Mescall, executive creative director of McCann Australia and the creative director on "Dumb Ways To Die,": "Our whole team, including our wonderful client, is honoured and overjoyed at the generous reaction we've received from the global advertising community. We certainly made this message to be shared, but it's fair to say that it spread a little more successfully than we dared hope for."

McCann India was also recognised with two Gold and one Silver Pencil for its campaign for Western Union Money Transfer, as well as 4 additional Merit awards.  McCann Worldgroup agencies received a total of five Gold, one Silver, 1 Bronze Pencil and 18 Merit awards.  The network is also shortlisted for an additional 17 awards at The One Show Interactive Awards.

Says Harris Diamond, CEO, McCann Worldgroup: "This is a terrific achievement for the team from Melbourne and India. I can't say enough how proud I am of their brilliant, one-of-a-kind multiplatform campaign, 'Dumb Ways To Die,' which captured the imagination of tens of millions of viewers around the globe. It is, simply, a stroke of pure creative genius."

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."
The One Show remains the pinnacle of creative achievement by providing a showcase of the world's best work, and by inviting collaboration among individuals who are actively developing outstanding work.

One Show Interactive winners will be honored at Terminal 5 in New York City on May 10th.

Leave a comment