Adam&eveDDB’s Ominous Campaign for Suicide Awareness Wins 8 Golds at the One Show

Droga5 and McCann NY also performed strongly

Adam&eveDDBs haunting, yet effective stunt to prevent male suicide. - Credit by Campaign Against Living Miserably
Headshot of Doug Zanger

The advertising awards season is in full swing now, with the ADC Awards in the books and its sister, the One Show, beginning to announce its 2019 winners. Half of the One Show honorees were announced at an awards show in New York City tonight, and the rest will be revealed Friday evening—followed quickly by Britain’s D&AD Awards and the Cannes Lions in June.

Four agencies that emerged tonight as particularly strong contenders were adam&eveDDB of London, Droga5, McCann New York and Wieden + Kennedy Portland (whose Colin Kaepernick work for Nike was awarded the top prize in the “Cultural Driver” category).

Adam&eveDDB was the top gold pencil winner of the evening, scooping up eight for the agency’s work on the Campaign Against Living Miserably (CALM). The impactful—and haunting—effort with This Morning ITV was created to raise awareness of male suicide in the U.K. and centered on “Project 84,” a stunt that placed 84 male sculptures (representing the number of men who take their own lives each week in the nation) on top of a London building.


Following up its strong showing at the ADC Awards, Droga5 won seven golds, four of which came from the agency’s “The Truth Is Worth It” campaign for The New York Times. The agency also won two for last year’s Tourism Australia work around the Super Bowl and one in partnership with W+K for one of this year’s buzziest Super Bowl ads, bringing together HBO’s Game of Thrones and Bud Light’s “Dilly Dilly” kingdom with deadly consequences.



McCann New York was also a big winner tonight, scooping up seven golds, including three for the powerful “Price On Our Lives” campaign for March For Our Lives in the public relations category. Additionally, the agency won three golds for “Universal Love,” the compelling same-gender reimagination of love songs for their MGM Resorts International.


In addition to W+K’s win with Droga5, the agency’s Kaepernick work was honored in a category dedicated to creativity that impacts culture. “Dream Crazy” also picked up a “best-of” award for the Nike work in the creative effectiveness category.


Other best-of-discipline (the One’s Show’s equivalent of a Grand Prix) winners include:

• Branded Entertainment: DDB Chicago, “Broadway the Rainbow” for Skittles
• Design: Mother, “Insta Novels” for The New York Public Library
• Health, Wellness & Pharma: AMVBBDO, “Viva La Vulva” for Essity
• Intellectual Property: FCB Inferno London, “Story Sign” for Huawei
• Moving Image Craft: Sra Rushmore Madrid, “Hope” for International Committee of the Red Cross
• Public Relations: Leo Burnett Chicago, “Legal-ade” for Kraft Heinz
• Radio & Audio: BWM Dentsu Sydney, “Project Revoice” for The ALS Association

Other big winners during the evening included Serviceplan Munich, Serviceplan Korea and TBWA\Media Arts Lab, each picking up five gold pencils, the last winning four for “Welcome Home,” its popular ad for Apple directed by Spike Jonze.


The One Show continues Friday with the announcement of several categories including best of show, agency of the year and the CMO pencil for the industry’s top marketer.

All winners can be found at The One Club’s site.


@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
Publish date: May 8, 2019 https://stage.adweek.com/agencies/adameveddbs-ominous-campaign-for-suicide-awareness-wins-8-golds-at-the-one-show/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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