2024年One Show洞察报告

2024INSIGHTS REPORT THE INSIGHTS THAT DEFINEDCREATIVE EXCELLENCEIN THE ONE SHOW 2024 WELCOME TO THE FIRST ONE SHOW INSIGHTS REPORT This analysis dives into the discussions fromthe One Show Jury Rooms and 2024 winners,distilling it all into six industry-defining trendsfor the year ahead. The insights within this report are based onresponses from over 150 of this year’s OneShow jurors, as well as global entrant data. The One Show has a rich legacy of honoringgroundbreaking ideas, created by some ofthe most remarkable minds in creativity. OUR MOSTDIVERSE DATASET EVERTHOUSANDSOFAGENCIES,NONPROFITS,CORPORATIONS, AND INDIVIDUALS FROMAROUND THE WORLD ENTERED. OUTSTANDING WORKAWARDED ACROSS THE 15 BESTPERFORMING COUNTRIESIN THE ONE SHOW 2024 THE INSIGHTSIN SUMMARY WHAT WE SAW ACROSS THE BOARD IN THE 2024 WINNERS •A recognizable shift away from purpose:the full palette of creativeemotions were on show, from laughter to fear.•DE&I rose to the top.33.83% of jurors surveyed noticed a majorincrease in inclusion and diversity in the work they evaluated.•More humor and joy:One Show jurors said the work overallwas more funny/cheerful/vibrant than in recent years.•Creative Use of Data was more integral to campaign ideas andexecution in 2024.•Brands showed up authentically, conveying truths and deliveringmessages with up-front honesty to connect with consumers. JURYPREDICTIONS FOR CREATIVE EXCELLENCE IN 2025 •Our juries are predicating a transition towards more ethicalconsiderations when utilizing technology, especially concerningdata privacy, AI and algorithmic bias. •An increase in campaigns aligned to environmental, ethical andsocial responsibility is expected.In 2024, 20% of all entries wereeither corporate social responsibility or non-profit work.So whatwill 2025 bring? •In an increasingly digital world, creative excellence will focus onaesthetics and functionality, incorporating new technologies with adiscerning eye. AI WILLEVOLVE AI WAS EVERYWHERE ACROSS THIS YEAR’S WINNERS, BUTTOO OFTEN, IT SERVED AS THE CREATIVE IDEA ITSELF AND NOT ATOOL TO ENHANCE HUMAN-CENTERED CREATIVITY. Still in its infancy, yet now a well-used toolwithin brands and agency teams, the industryis only just scratching the surface of AI’spotential, and we can expect to see moresophisticated applications and ideas in thenextfive years,creating more immersive,interactive, and inclusive, experiences. One Show jurors sent a clarion call: AI couldbackpedalprogress on accessibility andinclusivity if diversity is not front-and-centerof the development of new tools. The solution?Ensure AI-focused projects areexecuted by diverse teams, representativeof the communities they serve. But can it ever replace human creativity? Thejury is still out, butour juriesthink not, as thecream of human creativity will always rise tothe top. “TECHNOLOGY IS DRIVING CREATIVITY.IT’S IMPORTANT TO MAKESURE THE TECHNOLOGY IS IN SERVICE, THE IDEA VERSUS JUSTTHE IDEA. IS IT STILL SELLING A PRODUCT OR BUILDING A BRAND?WE NEED TO BE CAREFUL ABOUT BEING WOWED BY THE TECH.IT MUST SERVE THE IDEA, AND THE IDEA MUST BE COMPELLING.” Branded Entertainment Jury PresidentSusan CredleChair,FCB/Creative Advisor,IPGandOne Club Board of Directors member BRAVE BRANDHUMOR A BIG SWING TOWARDS BRAVER BRAND HUMOR COMEDY HAS MADE ITSGRAND RETURN IN 2024. PENCIL-WINNING WORK SPOTLIGHTED HOW BRANDS ARE TAKINGBRAVE STEPS TO BE FRANK, HONEST AND UPFRONT, DELIVERING‘LOVE IT OR HATE IT’ MARMITE-STYLE SPOTS, AND HUMOR WITH GUTS. In a world that’s battling polycrisis and polarization, brandsare entertaining consumers with courageous comedy. was more funny/cheerful/vibrant than in recent years,and it crossed disciplines from branded entertainmenttomobile,playing with comedic tricks like cynicalstorytelling, satire, dark irony and self-deprecation. When asked about the general tone of the work theyevaluated,43% of One Show jurors said the work overall TAKEAWAYS: LEARNINGS: •To combat dark times, brands are going light. The uptickin humor signals the need for more joy and connectionin the world.•Creativity can go further. Jurors observed there is roomfor more provocative and daring work and “entries thatwould make the judges nervous.”•Digital platforms and apps are encouraged to use humortoentertain customers and move user experiencebeyond simple functionality. •For humor to hit the right note, brands must leverage itdelicately, but authentically, always with a brilliant ideaat its core.•Comedy must be paired with brand insight to really cutthrough to consumers. “WE SAW WORK THAT MADE US LAUGH!BRANDS WEREN'T AFRAIDTO BE PROVOCATIVE, AND TELL HIGHLY ENTERTAINING STORIES.GREAT MARKETING HAS ALWAYS HAD THE POWER TO MAKE US FEELSOMETHING -THIS YEAR HUMOR STOOD OUT.” Branded Entertainment Jury PresidentGeoff EdwardsManaging Director CreativeGALE Watch aninterviewwith Geoff Edwardsand and One Club Board of DirectorsmemberSusan Credleto find out whatpiqued their interest inside the