CAA Takes “Best of Show” with Message-Driven Short Film & Soundtrack Commissioned by Chipotle
World’s Advertising Elite Meet the Hollywood Entertainment Crowd with Evening Host and Filmmaker Morgan Spurlock
LOS ANGELES /NEW YORK (June 13, 2012) – After weeks of intense judging by a star jury panel chaired by Funny or Die’s Chris Bruss, One Show Entertainment 2012 announced a total of 19 Gold, 22 Silver and 27 Bronze Pencil winners for the year’s best in branded entertainment from across the globe. “Best of Show” honors went to CAA for the remarkable short film Back to the Start and soundtrack, both commissioned by its client Chipotle to promote sustainable agriculture, family farming and culinary education.
Back to the Start, from filmmaker Johnny Keller, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack features Coldplay’s haunting classic “The Scientist” performed by country music legend Willie Nelson.
Among the other Gold Pencil winners are:
Scripted Series: Brand Arc’s Curb Your Enthusiasm produced for Toyota
Short Form:Â BBDO New York Dig Deeper produced for HBO
Documentaries:Â Warrior Poets POM: The Greatest Story Ever Told
Long Form:Â 72andSunny MFCEO produced for K-Swiss
Television Promo: Triple Double’s Brotherhood Promo for NBC
“Today branded entertainment is more than helping brands sell product,” said Kevin Swanepoel, President and interim CEO at The One Club, the world’s foremost nonprofit organization whose mission is to champion excellence in advertising and the annual producer of the One Show Entertainment awards. “As Chipotle has shown us this evening with its ‘Best of Show” soundtrack and film to promote a sustainable food system, branded entertainment can gives businesses the power to create movements that can cultivate a better world.”
A topflight roster of the world’s creatives and Hollywood VIPs enjoyed mingling in between cocktails, dinner and the multimedia awards ceremony, which was held at one of the most innovative new spaces in the Los Angeles area– the Museum of Flying in Santa Monica, CA.Â Applause continued throughout the night in celebration of the international mix of Gold, Silver and Bronze Pencil winners whose outstanding work represented 14 countries from across the globe.
By country, the top Pencil winners are:
US — (16 Gold, 10 Silver, 18 Bronze)
Australia — (5 Silver, 2 Bronze)
South Africa — (2 Silver, 1 Bronze)