2008 One Show Awards the

Best Ads From Around the World

Microsoft XBOX Halo 3 Named “Best of Show”

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Burger King Named “Client of the Year”

The One Club Salutes Advertising’s Best Print, Television, Radio &

Integrated Branding Campaigns

NEW YORK, NY (May 7, 2008) — The One Show announced the winners of the Gold, Silver and Bronze Pencils at Jazz at Lincoln Center in the Time Warner Center this evening. Veteran comedian Tom Papa hosted the night, treating the audience to a rousing stand-up show complete with comedic bits and one-liners as the winners were announced. More than 600 advertising professionals gathered to celebrate the 33^rd Annual One Show—the industry’s equivalent of the Oscars.

Top honors for “Best of Show” went to McCann Worldgroup SF & T.A.G. for their integrated branding campaign created to launch Microsoft’s XBOX Halo 3 video game. The campaign centered on a real world diorama built to commemorate the fictional battle between mankind and its alien enemy and painted a picture of the ultimate hero—Master Chief. Through TV spots of accounts from battle veterans, online interactive flyovers of the entire monument and outdoor ads designed to look like commemorative murals and plaques—the audience started to see Halo 3 as a story with real emotion and Master Chief as a hero who personified courage duty and sacrifice.

“The ‘Believe’ campaign catapulted Halo 3 from an ordinary video game into a worldwide cultural phenomenon due to its ability to build an emotional rapport with the audience,” said Mary Warlick, CEO of The One Club. “The innovative stream of interactive TV, Web and cinema advertisements was an inspired approach that successfully attracted an audience beyond the typical gamer.”

Burger King was named 2008 Client of the Year. Burger King enhanced its brand with some of the most effective creative and collaborative advertisements, including two exemplary campaigns by Crispin Porter + Bogusky; “WhopperFreakout” and “Simpsons Integrated.”  “WhopperFreakout” was a social experiment designed to prove that people really loved the signature Whopper by discontinuing it for one day in one town and creating a fully integrated campaign from the resulting documentary-style footage. “Simpsons Integrated” paired America’s favorite glutton, Homer Simpson, with Burger King—creating spots that featured Homer’s love of Burger King and an interactive Web site replete with the ability for fans to turn their own photos into ‘Simpsonized’ versions of themselves.

The top Pencil winners at this year’s One Show include:

TBWA Network: 12 Total (2 Gold, 6 Silver, 4 Bronze)

BBDO New York: 9 Total (5 Gold, 2 Silver, 2 Bronze)

Saatchi & Saatchi: 7 Total (4 Gold, 2 Silver, 1 Bronze)

Ogilvy & Mather: 6 Total (1 Gold, 2 Silver, 3 Bronze)

Leo Burnett: 5 Total (4 Silver, 1 Bronze)

McCann Worldwide: 5 Total (4 Gold, 1 Bronze)

Crispin Porter + Bogusky: 4 Total (2 Gold, 1 Silver, 1 Bronze)

Jung Von Matt: 4 Total (1 Gold, 2 Silver, 1 Bronze)

Wieden + Kennedy: 4 Total (3 Silver, 1 Bronze)

Also announced tonight was the winner of the People’s Choice award. Visit OneShow.TV to view the winner of the first-ever online voting campaign in which the public was invited to cast a vote for their favorite television advertising of the year.

 ***A complete list of 2008 One Show Gold, Silver and Bronze Pencil winners and finalists entries (including agency and award title) can be found as of 8:00 PM, on Wednesday, May 7th at  www.oneclub.org

Winners and finalists will be featured in the commemorative One Show Annual, which will be released this year.

***For interviews with Mary Warlick or DVD copies of the winning advertising campaigns, please contact Rachel Konik or Diane Stefani at 212.255.8455 or RachelK@rosengrouppr.com

About The One Club:

The One Club for Art & Copy is the world’s foremost non-profit organization for the recognition and promotion of excellence in advertising. Founded in 1975 and based in New York City, The One Club produces three annual awards competitions: the One Show, One Show Design and One Show Interactive, which culminate in awards ceremonies held in New York City each May.

As part of The One Club’s mission to support the next generation of advertising professionals, the non-profit organization nurtures emerging talent through scholarships, portfolio reviews and an annual student exhibition and competition. The One Club maintains a full-time exhibition gallery, hosts an ongoing series of lectures and events, and produces publications that include the quarterly one.a magazine and the One Show, One Show Interactive and One Show Design annuals.

2008 One Show Finalists：http://www.enteroneshow.org/images/pdf/2008OneShowFinal.pdf

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