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.
Learn more about The One Show 2026
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Award
Agency
Client
Title
Category
Annual ID
The Baby Stroller Test-Ride by Contours
Agency: FCB / Chicago
Client: Kolcraft Category: Ambient / Immersive / Installations
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Ambient / Immersive / Installations
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient / Immersive / Installations
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Ambient / Immersive / Installations
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Ambient / Immersive / Installations
The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Ambient / Immersive / Installations
Magic Words - The Unwritten Stories
Agency: AlmapBBDO / São Paulo
Client: HP Category: Ambient / Immersive / Installations
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Ambient / Immersive / Installations
Cages
Agency: Commonwealth//McCann / Detroit + Carat / Detroit
Client: Chevrolet Category: Ambient / Immersive / Installations
Highway Robbery
Agency: Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client: Volvo Category: Ambient / Immersive / Installations
SMS Last Words
Agency: Havas Worldwide / Shanghai
Client: Global Road Safety Partnership Category: Ambient / Immersive / Installations
Tribeca Film ReActor
Agency: J. Walter Thompson / New York
Client: Tribeca Film Institute Category: Ambient / Immersive / Installations
Apartment Stores
Agency: Nurun / Paris
Client: Delamaison Category: Ambient / Immersive / Installations
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Ambient / Immersive / Installations
25m2 Syria
Agency: POL / Oslo
Client: NRK TV-aksjonen & IKEA Category: Ambient / Immersive / Installations
Award:
2017 Direct Marketing Gold Pencil
Agency:
FCB / Chicago
Client:
Kolcraft
Title:
The Baby Stroller Test-Ride by Contours
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17007G
Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17008G
Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17009G
Award:
2017 Direct Marketing Silver Pencil
Agency:
BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17010S
Award:
2017 Direct Marketing Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17011S
Award:
2017 Direct Marketing Bronze Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Scariest BK
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17012B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17013B
Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
HP
Title:
Magic Words - The Unwritten Stories
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17066M
Award:
2017 Direct Marketing Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17067M
Award:
2017 Direct Marketing Merit Award
Agency:
Commonwealth//McCann / Detroit + Carat / Detroit
Client:
Chevrolet
Title:
Cages
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17068M
Award:
2017 Direct Marketing Merit Award
Agency:
Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client:
Volvo
Title:
Highway Robbery
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17069M
Award:
2017 Direct Marketing Merit Award
Agency:
Havas Worldwide / Shanghai
Client:
Global Road Safety Partnership
Title:
SMS Last Words
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17070M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / New York
Client:
Tribeca Film Institute
Title:
Tribeca Film ReActor
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17071M
Award:
2017 Direct Marketing Merit Award
Agency:
Nurun / Paris
Client:
Delamaison
Title:
Apartment Stores
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17072M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17073M
Award:
2017 Direct Marketing Merit Award
Agency:
POL / Oslo
Client:
NRK TV-aksjonen & IKEA
Title:
25m2 Syria
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17074M