In anticipation of the continued rising impact of AI in marketing, The One Club for Creativity has now added a new Creative Use of Artificial Intelligence discipline to The One Show 2025 to celebrate the partnership between human creativity and this emerging technology in the evolution of creative work and process.
This new AI discipline will recognize and encourage exploration, with categories falling into three major themes: Branded Campaigns and Experiences, Craft, and Innovation.
According to The One Club in comparison to other One Show disciplines, these categories are more loosely defined and eligibility 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 and will accommodates entries that may veer towards the more experimental.
In addition to recognizing great AI work, The One Show will also celebrate Creative AI Pioneers – individuals and organizations pushing the boundaries of AI through their creative projects or in the creation of innovative AI tools or processes.
For this particular category, 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.
Lars Bastholm, Founder and Creative Director, Bastholm Creative Consulting, will serve as Jury President for the inaugural AI discipline.
The other top creatives which 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
- Jason Zada, founder, CEO, Secret Level, San Francisco
Additionally, The One Club 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.
That said, entries to The One Show 2025 can be submitted now, with fees increasing after each deadline period. The regular deadline for the same is January 31, 2025, with an extended deadline of February 14, 2025, and the final deadline being February 28, 2025.
The Finalists for the same will be announced in April 2025, with Gold, Silver and Bronze Pencil and the Merit winners will be announced during Creative Week 2025, taking place May 12-16 in New York.
Sharing his views on the new AI discipline being added to The One Show, Kevin Swanepoel, CEO, The One Club, said, “While the industry has barely scratched the surface of AI, we’ve already seen some powerful uses of this new technology. The One Show is committed to being at the forefront of recognizing 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.”
