best of show

Halo 3 Tops One Show

"'Believe' catapulted Halo 3 from an ordinary video game into a worldwide phenomenon"

May 8, 2008

-By Eleftheria Parpis

Halo 3 continues its winning ways.

NEW YORK McCann Worldgroup and T.A.G. in San Francisco continued their winning streak last night, snagging best of show honors at The One Show for the "Believe" campaign on behalf of Microsoft's Halo 3. That prize follows the effort winning top honors at both the International Andy Awards and the Art Director Club Show last week.

"The 'Believe' campaign catapulted Halo 3 from an ordinary video game into a worldwide 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 Client of the Year, in part for two campaigns by Crispin Porter + Bogusky, "WhopperFreakout," which featured the candid reactions of consumers when they learn that the chain has discontinued its signature sandwich, and a cross-promotion with The Simpsons Movie, which included TV spots and a Web site that allowed fans to turn their own photos into Simpsons characters.

The top winners at this year's show included TBWA Worldwide (2 Gold, 6 Silver, 4 Bronze), BBDO New York, (5 Gold, 2 Silver, 2 Bronze), Saatchi & Saatchi, (4 Gold, 2 Silver, 1 Bronze), Ogilvy & Mather (1 Gold, 2 Silver, 3 Bronze), Leo Burnett (4 Silver, 1 Bronze), McCann Worldwide (4 Gold, 1 Bronze), Crispin Porter + Bogusky (2 Gold, 1 Silver, 1 Bronze), Jung Von Matt (1 Gold, 2 Silver, 1 Bronze) and Wieden + Kennedy (3 Silver, 1 Bronze).

A complete list of winners can be found at www.oneclub.org.