Apple sweeps prestigious award show with 'The Greatest' ad & other content
Apple recently received one of the most difficult awards to obtain in advertising with an accessibility film from 2022 and a Rihanna song from Apple Music.
At the Hammerstein Ballroom in New York City, The One Show, organized by the global nonprofit organization One Club for Creativity, celebrated its 50th anniversary with a special ceremony. The advertising awards show is one of the most significant events of its kind, with 20,166 entries from 69 countries in 2023.
Apple London, in collaboration with Apple Cupertino, was honored with the Best of Show and Best of Discipline in Brand-Side/In-House categories for its film "The Greatest." This film showcased Apple's enduring dedication to accessibility and was launched on December 3, 2022, commemorating the International Day of Persons with Disabilities.
The company emerged as one of the prominent victors of the evening, being honored with the coveted One Show Pencil, a striking new design inspired by the original Pencil crafted by industry icon George Lois five decades ago. Luke Lois, son of George Lois, was present on stage during the unveiling of this remarkable accolade.
The One Show Pencil is an esteemed accolade in the advertising industry and is known to be one of the most challenging awards to obtain. In 2023, the competition received over 20,000 entries from various parts of the globe.
The redesigned Pencil, larger than the traditional version, features a crystal exterior encasing a black metal core for the Best of Show award and a gold metal core for winners of the Best of Discipline and "Of the Year" categories.
The submission for "The Greatest" aimed to generate awareness about accessibility innovations developed by Apple to support individuals living with disabilities. It sought to portray disability in a fresh light, celebrating ability within everyday moments made possible by Apple technology.
This work received five Gold Pencils and one Silver recognition from the awards show.
Apple achieved three additional wins alongside the Brand-Side/In-House Best of Discipline victory. In the category of Music & Sound, Apple received the Best of Discipline for "Rihanna - Stay," created for Apple Music.
TBWA\Media Arts Lab Los Angeles, in collaboration with Blacksmith New York and MJZ, secured the Best of Discipline in Moving Image Craft & Production for their work on "Share the Joy" representing Apple. Partnering with OMD, the lab also claimed the Best of Discipline in Out of Home for Apple's "Public Displays of Encouragement."
"Apple really crushed it this year with work like 'The Greatest' and 'R.I.P. Leon' that shows off the brand in an innovative and inspiring way," said Kevin Swanepoel, CEO, The One Club. "We like to say 'great creative is great for business', and Apple's continued success is proof that those two things go hand in hand."