According to The One Club, the new AI discipline will recognise and encourage exploration, with categories falling into three major themes: Branded Campaigns and Experiences, Craft and Innovation. Compared to other One Show disciplines, these categories are more loosely defined and eligibility is altered to encourage entry of work that might not be easily classified.
In order to highlight what might be possible with the technology, the Innovation category does not require that the work be commissioned. This accommodates entries that may veer towards the more experimental, says The One Club.
In addition to recognising great AI work, The One Show will also celebrate Creative AI Pioneers — individuals and organisations pushing the boundaries of AI through their creative projects or in the creation of innovative AI tools or processes. Entrants must submit a portfolio of marketing work that uses AI in the most creative ways, or showcase their development of tools that are changing the ways creatives work, adds the awards.
"While the industry has barely scratched the surface of AI, we've already seen some powerful uses of this new technology," says Kevin Swanepoel, CEO of The One Club. "The One Show is committed to being at the forefront of recognising the great work that's already been done and encouraging the possibilities, as well as celebrating the AI trailblazers who are pushing use of the technology forward."
Lars Bastholm, Founder and Creative Director at Bastholm Creative Consulting in Copenhagen, will serve as Jury President for the inaugural AI discipline, says the awards.
According to The One Club, other top creatives confirmed for the jury include:
- Sherina Florence, Independent ECD, AI Prompt Engineer, London
- Lauren Indovina, Director, Visual Artist, House of Indovina Los Angeles
- Matthieu Lorrain, Creative Lead, Google DeepMind, New York
- Octavio Maron, EVP, Head of Creative, Dentsu Creative, New York
- Fabio Pinto, CCO, MAAR, São Paulo
- Wesley ter Haar, Co-Founder CAIO, .Monks, Amsterdam
- Jamie Umpherson, Head of Creative + Studios, Runaway, New York, and
- Jason Zada, Founder, CEO, Secret Level, San Francisco.
A complete list of all 250+ jurors from 40 countries for The One Show 2025 can be viewed here.
Entries to The One Show 2025 can be submitted now, with fees increasing after each deadline period. The regular deadline is Friday, 31 January, the extended deadline is Friday, 14 February and the final deadline is Friday, 28 February.
Finalists will be announced in April, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, which takes place from Monday, 12 to Friday, 16 May in New York, The One Club adds.
The One Club says that it is also planning a special AI conference during Creative Week 2025, with presentations focusing on how to integrate AI into agencies, how to hire and staff for this new creative tool and more. Details will be available shortly.
All One Show submissions must now include descriptions of the work background, creative idea, insights and strategy, execution and results. This information will help judges make more informed decisions and promote thoughtful discussion, as well as enhance the quality of the comprehensive One Show awards archive, says the awards.
All winning entries are showcased in the comprehensive One Show awards archive, which is viewable free of charge for one year. All One Show winners receive a complimentary one-year membership to The One Club, which also includes complete archive access, The One Club says.
Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club's Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country, The One Club Concludes.
For more information, visit www.oneclub.org. You can also follow The One Club of Creativity on Facebook, X or on Instagram.
*Image courtesy of contributor