Last year's One Show was about big ideas with small budgets in the midst of the worldwide financial crisis. 2008 saw the coming-of-age of integrated branding. But 2010? If anything could be said about this past year, it would be a more cautiously optimistic tone and a return to basics.

Two of the Gold Pencil winners this year, the Old Spice "The Man Your Man Could Smell Like" TV spot and
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"Watching someone stroll down a country road for six and a half minutes should not be this entertaining, but it is," adds Colin Jeffery from David & Goliath. "This film is unlike anything I've ever seen before; it's captivating, informative, masterfully choreographed and focuses entirely on the products history and intrinsics. It brings 'Keep Walking' to life in an entirely new way and leaves me feeling really good about the brand. Storytelling at its best. Congratulations to all involved. "

Print staged a small comeback after taking a backseat to TV and integrated for the past few years with many citing the Diesel "Be Stupid" campaign, The Zimbabwean print and outdoor campaign, Harvey Nichols from Dubai and other work. Rosie Arnold from BBH London mentions a campaign from Rediffusion Y & R in Mumbai for video-rental service SeventyMM that parodies new films in a clever way.It was good to see stand-out work in some of the older disciplines like press, which can look dull in comparison to new interactive channels, "she says." [There was] also some fantastic writing-I loved the work which told the Avatar and Harry Potter plot by simply changing the names.

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