One Show Interactive 2008: India has got some serious catching up to do

Winners of the 11th annual One Show Interactive Awards, which form part of the One Show Festival Week, have been announced. And India has drawn a blank this year, barring a merit award, despite having 31 entries. Sweden tops the list with a total of 12 Pencils, followed by Japan and Germany with 11 and seven Pencils, respectively.

The top Pencil winners at this year’s One Show Interactive include Crispin Porter + Bogusky with a total of four Pencils, including two Golds and two Silvers. Lean Mean Fighting Machine, Farfar and AKQA also won four Pencils each, while R/GA, Goodby Silverstein & Partners, TBWA\Media Arts Lab and Forsman & Bodenfors bagged three Pencils each. Goodby Silverstein & Partners bagged two Golds and one Silver; while TBWA\Media Arts Lab won two Silvers and one Bronze. Forsman & Bodenfors bagged two Silvers and one Bronze, while SS+K, Projector and Glue London bagged two Golds each.

‘Best in Show’ went to the ‘UNIQLOCK,’ a dance-powered blog widget/clock created by Projector to build international brand awareness for Japanese clothier UNIQLO. The functional and entertaining clock features UNIQLO-clad Japanese girls dancing to an infectious beat by Japanese pop artist Fantastic Plastic Machine, all the while keeping visitors updated with the current time. The clock has attracted 68 million views from 209 countries since its launch.

For the second year in a row, Nike was named ‘Client of the Year’ in recognition of their continued leadership in creative advertising. This year, Nike raised the bar yet again, championing outstanding creative work from agencies all over the globe, including Wieden+Kennedy Shanghai, RGA (USA), DDB Germany, Framfab (Denmark), Nitro London/Mook (London), AKQA, and Beacon communications K.K. (Japan).

The other big winners included agency R/GA for ‘Nike Zoom’, Crispin Porter + Bogusky for Burger King’s ‘WhopperFreakout.com’ and ‘Simpsons Integrated’, AKQA for Xbox’s ‘Halo 3 Sonic Vault’ and ‘Halo3.com/Believe’, netthink for Adidas’ ‘Impossible is nothing’ and TBWA\Media Arts Lab for Apple’s ‘Don't Give Up,’ ‘Quote’ and ‘Mac Contextuals’.

Kevin Swanepoel, President of The One Club, said, “The One Club’s dedication to digital media and web design may have been ahead of its time 11 years ago, but today, the industry is booming and competition is plentiful. Our winners can lay claim to the zenith achievement for interactive media around the globe, and with so many talented advertisers stepping up to the proverbial interactive plate, that’s no small accomplishment.”

Country-wise list of winners: