||One Show 2016
Dates: Thursday, January 19, 2017 to Saturday, February 25, 2017
Organized by the Yoshida Hideo Memorial Foundation and
The One Club for Creativity
Supported by Dentsu
For our first exhibition of the year, Advertising Museum Tokyo is pleased to present award-winning works from one of the three top world advertising awards: The One Show, sponsored by The One Club, an NPO established in New York in 1975 for the purpose of discovering and cultivating the talents of young creators. This exhibition began under a joint sponsorship with The One Club in 2003, and will be presented this year for the 13th time.
The One Show is a renowned yearly advertising award, the focus of attention from the global advertising industry and aspiration from creators, in which works overflowing with creativity in a wide range of fields are recognized by judges who are top creators from around the world. This year The One Club has merged with the Art Directors Club to create The One Club for Creativity, expected to be active as a powerful global community advancing creativity in a wide range of fields.
The award-winning works for 2016 show us the way to new horizons in advertising.
From over 20,000 submissions, Best of Show, the highest award was given to the “#OptOutside” campaign for the American outdoor store REI. On Black Friday, which is the largest retail sales event, REI closed all its stores and encouraged consumers not to go shopping but to have some fun outdoors. This idea, inconceivable in conventional advertising messages, was highly evaluated for its “bravery on the part of the corporation” in refusing to sell products on the day they sell best.
In the Design category, “Nameless Paints” by Japan’s KOKUYO Co. Ltd. took Best in Design, the highest award in the category, in succession to last year’s East Japan Railway Company. Japan showed an overwhelming presence in the Design category, with a total of 24 works receiving awards.
This exhibition presents “new horizons in advertising” through superb works of advertising, including winners of top awards and Japanese award-winning works.
We hope you will enjoy the One Show 2016 Exhibition–“Brands that took their own ways,” which presents a mold-breaking world of creativity beyond advertising as well as determined action chosen by brands through trial and error.
Executive Director, Advertising Museum Tokyo
The One Club is honored have The One Show Awards exhibited at the prestigious Advertising Museum of Tokyo.
ADMT has been host to The One Show for 10 years, celebrating the winning Gold, Silver and Bronze work from the advertising, design and interactive industry. Winning a Pencil is hard, and hard work deserves to be recognized around the world. In this year’s rankings, Japan is at the top in the Design discipline, with a total of 59 winning entries including 11 Gold Pencils.
The Advertising and Design industries are constantly changing, and The One Club and One Show are following suit to adapt, improve and give you the best resources to create great work. The One Show implemented a quarterly entry system, two new categories including Public Relations and Corporate Social Responsibility, and honored two Penta Pencil special award recipients in 2016.
After 40 years of functioning as two independent organizations, The One Club and the Art Directors Club and are reuniting in 2017 to become The One Club for Creativity. We believe merging these two amazing organizations will form a stronger global community that promotes creativity across a broader range of disciplines and one that focuses each program in a very unique way. The One Show is a creative awards program that first and foremost celebrates concept and idea, and then how that idea is executed. The Art Directors Awards is focused on craft, design and innovation.
We hope you enjoy viewing these winning entries, and we look forward to seeing you at 2017 One Show.
Chief Executive Officer
The One Club for Creativity