Venables Bell & Partners wins Best of Show for REI's #OptOutside at 2016 One Show

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The Martin Agency wins Agency of the Year and inaugural Penta Pencil for 5-year Geico partnership

NEW YORK — Venables Bell & Partners’ #OptOutside Black Friday campaign for outdoor equipment retailer REI won Best of Show at the 43rd Annual One Show Awards. Actress Ellie Kemper hosted the event for the One Club Friday night at Cipriani Wall Street here.

"This obviously wouldn’t have been possible without our incredibly brave clients who were willing to take their beliefs as a company and act on them in such a bold way," said Will McGinness, partner and executive creative director at VB&P. "#OptOutside was an idea that came from the core of who they are as a company and ended up transcending marketing into an actual movement, which is something you rarely see."

The Martin Agency won Agency of the Year and Client of the Year for its work with insurance provider Geico. The Martin Agency and Geico also won a Penta Pencil, awarded for the first time this year to the best agency-client partnerships over the past five years. "Winning Agency of the Year is huge, but I’m most proud of the Penta," said Joe Alexander, CCO of The Martin Agency. Wieden+Kennedy Portland also won a Penta Pencil for its longstanding work with Old Spice.

For the second year running, BBDO won Network of the Year. Eight of its agencies won Gold Pencils, including BBDO Russia Group, the first Russia-based agency to win that award. Holding Company of the Year was won by WPP.

#OptOutside also won Best in Discipline in the Cross-Platform category. The other Best in Discipline winners are "Shoplifters" by adam&eveDDB for Harvey Nichols in the Film category, "Call Brussels" by Air for in Interactive, "Funtastic Hand" by Publicis Colombia for the Cirec Foundation in Intellectual Property, "Taco Emoji Engine" by Deutsch LA in Social, "The World Addressed" by what3words in Mobile, "Make Up Genius" by McCann Paris for L’Oreal Paris in UX/UI and "Learning on the Way" by Sancho BBDO for ADN in Radio.

Ogilvy & Mather Singapore garnered the most accolades, winning 13 awards, including seven Gold Pencils, for work like Twitter’s print ads illustrating the social media response to events like the killing of Osama bin Laden and the 2008 Chinese earthquake.

Despite the growing intensity of the holiday shopping season, REI struck an anti-consumerist position by closing all 143 of its stores on Black Friday last year and giving all of its employees a paid day off. "Not only is REI’s #OptOutside brilliant in its simplicity, it’s also sophisticated in its execution, requiring the concerted effort of multiple agencies managing a lot of moving parts, including advertising, social, interactive, PR and experiential — all while remaining true to the brand," said Kevin Swanepoel, CEO of The One Club.

The One Show presented awards for the Film, Cross-Platform, IP, Social, Mobile, UX/UI and Radio categories on Friday. Previously, the awards for the Print & Outdoor, Design, Direct, Branded Entertainment, Responsive Environments and Public Relations categories were presented on Wednesday in a ceremony hosted by actor and comedian Michael Ian Black at Gotham Hall in New York.


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