The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Award
Agency
Client
Title
Category
Annual ID
Rule40
Agency: Leo Burnett / Chicago
Client: Brooks Running Category: Real-Time Response / Activity / Proactive Communications
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Architecture Enhancement
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client: Google Arts & Culture Category: Craft / Visual Effects / Animation
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Experiential / Live Events
Singtel Data ExStream
Agency: Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore
Client: Singtel Category: Use of Technology
Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Use of Technology
Nosulus Rift
Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client: Ubisoft Category: Innovation in Interactive / Ambient / Immersive
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Innovation in Interactive / Ambient / Immersive
Ahlan Bear
Agency: Rethink + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client: COSTI Immigrant Services Category: Integrated Digital & Physical Product
LET US BULLY YOU - IN VIRTUAL REALITY
Agency: McCANN / Stockholm + Colony / Stockholm + Giants & Toys / Stockholm + MediaMonks / Stockholm
Client: UR (The Swedish Educational Broadcast Company) Category: Innovation in Public Relations
Land Lines
Agency: Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg
Client: Google Data Arts Team Category: Craft / Dynamic Data Visualization
LandCruiser Emergency Network
Agency: Saatchi & Saatchi / Sydney
Client: Toyota Motor Corporation Australia Category: Use of Technology
The Breathalyzer Bag
Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client: Tostitos Category: Cross-Channel / Digital / Physical Cross-Channel
Thanks, 2016. It's been weird.
Agency: Spotify / New York
Client: Spotify Category: Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign
Check it before it's removed: naked breasts on Facebook against breast cancer.
Agency: DDB Group Germany / Berlin
Client: Pink Ribbon Deutschland Category: Media Relations
Pocket Patrol
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Experiential / Augmented Reality
DOT. The first Braille Smartwatch.
Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich
Client: Dot Incorporation Category: Innovation in Mobile
Care Counts
Agency: DigitasLBi / Chicago + Ketchum / Chicago
Client: Whirlpool Category: Events & Experiential
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client: Google Arts & Culture Category: Craft / Visual Effects / Animation
Symphonologie
Agency: DigitasLBi / New York + Accenture / New York
Client: Accenture Category: Craft / Dynamic Data Visualization
The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Craft / Dynamic Data Visualization
Expedia Dream Adventures
Agency: 180LA / Santa Monica
Client: Expedia Category: Experiential / Virtual Reality (VR)
Whopper Sign
Agency: DAVID / Miami
Client: Burger King Category: Social Engagement / User-Generated Content
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Social Engagement / User-Generated Content
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Innovation in Design / Print Design
The Man Who Lived At Fretex
Agency: Kitchen Leo Burnett / Oslo
Client: Fretex, Salvation Army Category: Online / Short Form - Campaign
Nosulus Rift
Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client: Ubisoft Category: Innovation in Branded Entertainment
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Agency: Intel / Santa Clara
Client: Intel Category: Innovation in Branded Entertainment
Audi and Airbnb Live to Drive
Agency: Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles
Client: Audi of America Category: Innovation in Branded Entertainment
Made By Google
Agency: Droga5 / New York + Google / Mountain View
Client: Google Category: Motion Graphics / Series
Finding Her
Agency: DDB / Dubai
Client: UN Women Category: Craft / Illustration - Single or Campaign
Check it before it's removed: naked breasts on Facebook against breast cancer.
Agency: DDB Group Germany / Berlin
Client: Pink Ribbon Deutschland Category: Digital / Social Media & Viral Marketing
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Digital / Social Media & Viral Marketing
Down Syndrome Answers
Agency: FCB Canada / Toronto
Client: Canadian Down Syndrome Society Category: Craft / Data-Driven Personalization - Single or Campaign
PRINT TRIAL
Agency: Hakuhodo Inc. / Tokyo
Client: SHOEI Category: Craft / Printing & Paper Craft - Single or Series
Specimens of Crossing
Agency: Toppan Printing Co.,Ltd. / Tokyo
Client: Toppan Printing Co.,Ltd. Category: Craft / Printing & Paper Craft - Single or Series
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Responsive Environments
World's Largest Blind Taste Test
Agency: CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago
Client: Kraft Heinz Category: Integrated Branding / Integrated Online
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Innovation in Design / Digital Design
#MYNEOLABEL
Agency: iris / London
Client: adidas neo Category: Online Advertising / Interactive Video
Escobar Frequency
Agency: AKQA / São Paulo
Client: Netflix Category: Online / Brand or Product Integration into Storyline
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Film / Cinema / Fiction
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Innovation in Print & Outdoor / Ambient Media
Award:
2017 Public Relations Silver Pencil
Agency:
Leo Burnett / Chicago
Client:
Brooks Running
Title:
Rule40
Category:
Real-Time Response / Activity / Proactive Communications
Annual ID:
OS_PR17024S
Award:
2017 Responsive Environments Silver Pencil
Agency:
BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Architecture Enhancement
Annual ID:
OS_RE17002S
Award:
2017 Mobile Silver Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_MO17023S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Experiential / Live Events
Annual ID:
OS_BE17028S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Coldplay
Title:
Coldplay - "Up&Up"
Category:
Music Videos
Annual ID:
OS_BE17018S
Award:
2017 Mobile Silver Pencil
Agency:
Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore
Client:
Singtel
Title:
Singtel Data ExStream
Category:
Use of Technology
Annual ID:
OS_MO17013S
Award:
2017 Mobile Silver Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Use of Technology
Annual ID:
OS_MO17014S
Award:
2017 Interactive Silver Pencil
Agency:
Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client:
Ubisoft
Title:
Nosulus Rift
Category:
Innovation in Interactive / Ambient / Immersive
Annual ID:
OS_IN17032S
Award:
2017 Interactive Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Innovation in Interactive / Ambient / Immersive
Annual ID:
OS_IN17033S
Award:
2017 Intellectual Property Silver Pencil
Agency:
Rethink + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client:
COSTI Immigrant Services
Title:
Ahlan Bear
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP17011S
Award:
2017 Public Relations Silver Pencil
Agency:
McCANN / Stockholm + Colony / Stockholm + Giants & Toys / Stockholm + MediaMonks / Stockholm
Client:
UR (The Swedish Educational Broadcast Company)
Title:
LET US BULLY YOU - IN VIRTUAL REALITY
Category:
Innovation in Public Relations
Annual ID:
OS_PR17030S
Award:
2017 Design Silver Pencil
Agency:
Ogilvy / New York
Client:
Webby Awards
Title:
Typevoice
Category:
Typography / Dynamic / In Motion
Annual ID:
OS_DE17024S
Award:
2017 Mobile Silver Pencil
Agency:
Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg
Client:
Google Data Arts Team
Title:
Land Lines
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_MO17027S
Award:
2017 Responsive Environments Silver Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Use of Technology
Annual ID:
OS_RE17005S
Award:
2017 UX / UI Silver Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX17013S
Award:
2017 Print & Outdoor Silver Pencil
Agency:
Spotify / New York
Client:
Spotify
Title:
Thanks, 2016. It's been weird.
Category:
Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign
Annual ID:
OS_PO17031S
Award:
2017 Public Relations Silver Pencil
Agency:
DDB Group Germany / Berlin
Client:
Pink Ribbon Deutschland
Title:
Check it before it's removed: naked breasts on Facebook against breast cancer.
Category:
Media Relations
Annual ID:
OS_PR17003S
Award:
2017 Cross-Platform Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
Pocket Patrol
Category:
Experiential / Augmented Reality
Annual ID:
OS_CP17009S
Award:
2017 Mobile Silver Pencil
Agency:
Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich
Client:
Dot Incorporation
Title:
DOT. The first Braille Smartwatch.
Category:
Innovation in Mobile
Annual ID:
OS_MO17030S
Award:
2017 Public Relations Silver Pencil
Agency:
DigitasLBi / Chicago + Ketchum / Chicago
Client:
Whirlpool
Title:
Care Counts
Category:
Events & Experiential
Annual ID:
OS_PR17007S
Award:
2017 Public Relations Silver Pencil
Agency:
Grey Canada / Toronto
Client:
Salvation Army
Title:
Open House
Category:
Events & Experiential
Annual ID:
OS_PR17008S
Award:
2017 Interactive Silver Pencil
Agency:
DDB / Paris
Client:
Ubisoft
Title:
Scars
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17021S
Award:
2017 Interactive Silver Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17022S
Award:
2017 Mobile Silver Pencil
Agency:
BBDO / New York
Client:
Lowe's
Title:
In-a-Snap
Category:
Mobile Advertising
Annual ID:
OS_MO17008S
Award:
2017 Interactive Silver Pencil
Agency:
DigitasLBi / New York + Accenture / New York
Client:
Accenture
Title:
Symphonologie
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17027S
Award:
2017 Interactive Silver Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17028S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
180LA / Santa Monica
Client:
Expedia
Title:
Expedia Dream Adventures
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17026S
Award:
2017 Social Media Silver Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Whopper Sign
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17018S
Award:
2017 Social Media Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17019S
Award:
2017 Design Silver Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Innovation in Design / Print Design
Annual ID:
OS_DE17085S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Kitchen Leo Burnett / Oslo
Client:
Fretex, Salvation Army
Title:
The Man Who Lived At Fretex
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17010S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client:
Ubisoft
Title:
Nosulus Rift
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17036S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Intel / Santa Clara
Client:
Intel
Title:
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17037S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles
Client:
Audi of America
Title:
Audi and Airbnb Live to Drive
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17038S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Mobile
Annual ID:
OS_BE17022S
Award:
2017 Design Silver Pencil
Agency:
Droga5 / New York + Google / Mountain View
Client:
Google
Title:
Made By Google
Category:
Motion Graphics / Series
Annual ID:
OS_DE17062S
Award:
2017 Print & Outdoor Silver Pencil
Agency:
DDB / Dubai
Client:
UN Women
Title:
Finding Her
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17049S
Award:
2017 Direct Marketing Silver Pencil
Agency:
DDB Group Germany / Berlin
Client:
Pink Ribbon Deutschland
Title:
Check it before it's removed: naked breasts on Facebook against breast cancer.
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17027S
Award:
2017 Direct Marketing Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17028S
Award:
2017 Direct Marketing Silver Pencil
Agency:
FCB Canada / Toronto
Client:
Canadian Down Syndrome Society
Title:
Down Syndrome Answers
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17038S
Award:
2017 Design Silver Pencil
Agency:
Hakuhodo Inc. / Tokyo
Client:
SHOEI
Title:
PRINT TRIAL
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17080S
Award:
2017 Design Silver Pencil
Agency:
Toppan Printing Co.,Ltd. / Tokyo
Client:
Toppan Printing Co.,Ltd.
Title:
Specimens of Crossing
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17081S
Award:
2017 Responsive Environments Silver Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE17010S
Award:
2017 Cross-Platform Silver Pencil
Agency:
CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago
Client:
Kraft Heinz
Title:
World's Largest Blind Taste Test
Category:
Integrated Branding / Integrated Online
Annual ID:
OS_CP17017S
Award:
2017 Design Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Innovation in Design / Digital Design
Annual ID:
OS_DE17087S
Award:
2017 Mobile Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Utility
Annual ID:
OS_MO17005S
Award:
2017 Interactive Silver Pencil
Agency:
iris / London
Client:
adidas neo
Title:
#MYNEOLABEL
Category:
Online Advertising / Interactive Video
Annual ID:
OS_IN17009S
Award:
2017 Radio Silver Pencil
Agency:
AKQA / São Paulo
Client:
Netflix
Title:
Escobar Frequency
Category:
Online / Brand or Product Integration into Storyline
Annual ID:
OS_RA17008S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17004S
Award:
2017 Print & Outdoor Silver Pencil
Agency:
BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Innovation in Print & Outdoor / Ambient Media
Annual ID:
OS_PO17060S
