Ok, over 130 different digital entries later I have new-found respect and perspective for new media, microsites, even banners. What’s more, I’m inspired. Like every One Show Annual I ever pored over (ah, books how quaint) the one thing they all had in common was their ability to open parts of my brain I never knew existed. 

That’s what’s happening with this Show.  

The final session (broken into two days) proved to be yet another One Show brain-opening experience. Some highlights included: Volkswagen’s “baby creation” technology developed for the Routan site, a series of viral films for a vodka company which were artfully and incredibly done, and an amazing idea for the homeless — the creation of a jacket, insulated by thrown-away newspapers. And there was a lot more than this to fire the synapses.

Now if some of these ideas don’t feel quite like typical “digital” notions, you’re correct. And incorrect. Because after all these hours spent staring at my Mac’s screen what I learned is that a great “interactive” idea begins and ends when you simply have a great idea. And what One Show Interactive proves is that the digital space — the screen itself, is just the beginning. After all, the best ideas in this round leapt off the screen and ultimately interacted with real life. 

The medal round begins in New York in two weeks. I’ll meet my fellow judges there in person. I’ll write some more about my One Show judging experience and I invite you to stick around to listen. 

Thanks.

~Rob

Note: Rob shared his experience judging the One Show Interactive Round One exclusively with the readers of mad-blog.com. Rob is Executive Creative Director of TBWA\Chiat\Day in Los Angeles.

If you have any comments or suggestions please email Rob Schwartz.