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 Man Who Lived At Fretex
Agency: Kitchen Leo Burnett / Oslo
Client: Fretex, Salvation Army Category: Online / Short Form - Campaign
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Innovation in Design / Digital Design
Adios Amigo
Agency: Havas / New York + Sound Lounge / New York
Client: Heineken / Dos Equis Category: Broadcast / Any Length - Single
Whale
Agency: Biscuit Filmworks and Revolver/Will O'Rourke / Los Angeles + Wieden+Kennedy / Portland
Client: Old Spice Category: Television / Long Form - Single
Duel
Agency: Venables Bell and Partners / San Francisco + Rattling Stick / Los Angeles + Work Editorial / Los Angeles + Woodwork Music / Los Angeles
Client: Audi of America Category: Television / Long Form - Single
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Responsive Environments
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
Loving the night
Agency: TBWA\THAILAND / Bangkok
Client: McDonald's Category: Craft / Photography - Single or Campaign
Countdown.
Agency: Grabarz & Partner / Hamburg
Client: Volkswagen AG Category: Broadcast / Any Length - Campaign
Latest news from Turkey
Agency: Leo Burnett Germany / Frankfurt
Client: Reporters Without Borders Category: Packaging / Specialty
Rubbish Famzine. In The Name Of The Father
Agency: Kinetic / Singapore + Holycrap.sg / Singapore
Client: HOLYCRAP.SG Category: Editorial / Magazine Layout Design
Titanfall 2
Agency: Argonaut / San Francisco + Blur / Culver City + Reset / Santa Monica
Client: Electronic Arts/ Respawn Entertainment Category: Craft - Visual Effects / Visual Effects - Single
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Innovation in Interactive / Online
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
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Integrated Campaign
Pocket Patrol
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Use of Technology / Augmented Reality
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Digital Product
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Architecture Enhancement
Expedia Dream Adventures
Agency: 180LA / Santa Monica
Client: Expedia Category: Experiential / Virtual Reality (VR)
Touchable Ink
Agency: J. Walter Thompson / Bangkok
Client: Thai Samsung Electronics / Thai Association of The Blind Category: Innovation in Direct
GIGA Selfie
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: Tourism Australia Category: Craft / Use of Digital Technology - Single or Campaign
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Innovation in Social Media
Come Together
Agency: adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client: H&M Category: Craft - Direction / Direction - Single
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Craft - Direction / Direction - Single
Magic Words - The Unwritten Stories
Agency: AlmapBBDO / São Paulo
Client: HP Category: Craft / Storytelling
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
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
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Experiential / Live Events
The Reversed Trailer
Agency: TRY / Oslo + Bacon / Oslo + APT / Oslo
Client: Volkswagen Category: Ambient / Live Events
Care Counts
Agency: DigitasLBi / Chicago + Ketchum / Chicago
Client: Whirlpool Category: Events & Experiential
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: User-Generated Content
Rule40
Agency: Leo Burnett / Chicago
Client: Brooks Running Category: Real-Time Response / Activity / Proactive Communications
Dream
Agency: DDB / New York
Client: Wildlife Conservation Film Festival Category: Craft / Animation - Single or Series
Discover the Magic of Craft
Agency: Scholz & Friends / Berlin + Salon Alpin / Vienna
Client: Montblanc Category: Craft / Animation - Single or Series
Still Life
Agency: McCann / Tokyo + AOI Pro. / Tokyo + Office SAKU / Tokyo
Client: The END ALS Association Category: Branding / Brand Installations
Amazon Fashion Week Tokyo 2017 S/S Opening Act
Agency: McCann / Tokyo + TYO drive / Tokyo + WOW Inc. / Tokyo
Client: Amazon Japan G.K. Category: Branding / Brand Installations
Pocket Patrol
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Experiential / Augmented Reality
Lifesaver Backpack
Agency: J. Walter Thompson Colombia / Bogota
Client: Casa Luker Category: Physical Product
PlayPallets: Basketball
Agency: PlayPallets International / Brooklyn
Client: PlayPallets International Category: Physical Product
BMW Original Parts 'CEO'
Agency: OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg
Client: BMW South Africa Category: Craft / Writing - Single
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 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 Radio Silver Pencil
Agency:
Havas / New York + Sound Lounge / New York
Client:
Heineken / Dos Equis
Title:
Adios Amigo
Category:
Broadcast / Any Length - Single
Annual ID:
OS_RA17001S
Award:
2017 Film Silver Pencil
Agency:
Biscuit Filmworks and Revolver/Will O'Rourke / Los Angeles + Wieden+Kennedy / Portland
Client:
Old Spice
Title:
Whale
Category:
Television / Long Form - Single
Annual ID:
OS_FI17014S
Award:
2017 Film Silver Pencil
Agency:
Venables Bell and Partners / San Francisco + Rattling Stick / Los Angeles + Work Editorial / Los Angeles + Woodwork Music / Los Angeles
Client:
Audi of America
Title:
Duel
Category:
Television / Long Form - Single
Annual ID:
OS_FI17015S
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 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:
TBWA\THAILAND / Bangkok
Client:
McDonald's
Title:
Loving the night
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO17051S
Award:
2017 Mobile Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Utility
Annual ID:
OS_MO17005S
Award:
2017 Radio Silver Pencil
Agency:
Grabarz & Partner / Hamburg
Client:
Volkswagen AG
Title:
Countdown.
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA17003S
Award:
2017 Design Silver Pencil
Agency:
Leo Burnett Germany / Frankfurt
Client:
Reporters Without Borders
Title:
Latest news from Turkey
Category:
Packaging / Specialty
Annual ID:
OS_DE17044S
Award:
2017 Film Silver Pencil
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Under 100K Budget
Annual ID:
OS_FI17042S
Award:
2017 Design Silver Pencil
Agency:
Kinetic / Singapore + Holycrap.sg / Singapore
Client:
HOLYCRAP.SG
Title:
Rubbish Famzine. In The Name Of The Father
Category:
Editorial / Magazine Layout Design
Annual ID:
OS_DE17018S
Award:
2017 Moving Image Craft Silver Pencil
Agency:
Argonaut / San Francisco + Blur / Culver City + Reset / Santa Monica
Client:
Electronic Arts/ Respawn Entertainment
Title:
Titanfall 2
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17023S
Award:
2017 Interactive Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Innovation in Interactive / Online
Annual ID:
OS_IN17029S
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 Public Relations Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Integrated Campaign
Annual ID:
OS_PR17025S
Award:
2017 Public Relations Silver Pencil
Agency:
Leo Burnett / Chicago
Client:
Brooks Running
Title:
Rule40
Category:
Integrated Campaign
Annual ID:
OS_PR17026S
Award:
2017 Mobile Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
Pocket Patrol
Category:
Use of Technology / Augmented Reality
Annual ID:
OS_MO17016S
Award:
2017 Print & Outdoor Silver Pencil
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Annual ID:
OS_PO17024S
Award:
2017 Intellectual Property Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Digital Product
Annual ID:
OS_IP17008S
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 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 Direct Marketing Silver Pencil
Agency:
J. Walter Thompson / Bangkok
Client:
Thai Samsung Electronics / Thai Association of The Blind
Title:
Touchable Ink
Category:
Innovation in Direct
Annual ID:
OS_DI17042S
Award:
2017 Direct Marketing Silver Pencil
Agency:
Leo Burnett / Toronto
Client:
IKEA
Title:
IKEA: Cook This Page
Category:
Innovation in Direct
Annual ID:
OS_DI17043S
Award:
2017 Print & Outdoor Silver Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo
Client:
Tourism Australia
Title:
GIGA Selfie
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_PO17056S
Award:
2017 Social Media Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Innovation in Social Media
Annual ID:
OS_SM17032S
Award:
2017 Moving Image Craft Silver Pencil
Agency:
adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client:
H&M
Title:
Come Together
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17003S
Award:
2017 Moving Image Craft Silver Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17004S
Award:
2017 Responsive Environments Silver Pencil
Agency:
AlmapBBDO / São Paulo
Client:
HP
Title:
Magic Words - The Unwritten Stories
Category:
Craft / Storytelling
Annual ID:
OS_RE17009S
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 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 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 Direct Marketing Silver Pencil
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Ambient / Live Events
Annual ID:
OS_DI17014S
Award:
2017 Direct Marketing Silver Pencil
Agency:
TRY / Oslo + Bacon / Oslo + APT / Oslo
Client:
Volkswagen
Title:
The Reversed Trailer
Category:
Ambient / Live Events
Annual ID:
OS_DI17015S
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 Branded Entertainment Silver Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
User-Generated Content
Annual ID:
OS_BE17033S
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 Design Silver Pencil
Agency:
DDB / New York
Client:
Wildlife Conservation Film Festival
Title:
Dream
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE17076S
Award:
2017 Design Silver Pencil
Agency:
Scholz & Friends / Berlin + Salon Alpin / Vienna
Client:
Montblanc
Title:
Discover the Magic of Craft
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE17077S
Award:
2017 Design Silver Pencil
Agency:
McCann / Melbourne
Client:
YMCA
Title:
Playnasium
Category:
Branding / Brand Installations
Annual ID:
OS_DE17009S
Award:
2017 Design Silver Pencil
Agency:
McCann / Tokyo + AOI Pro. / Tokyo + Office SAKU / Tokyo
Client:
The END ALS Association
Title:
Still Life
Category:
Branding / Brand Installations
Annual ID:
OS_DE17010S
Award:
2017 Design Silver Pencil
Agency:
McCann / Tokyo + TYO drive / Tokyo + WOW Inc. / Tokyo
Client:
Amazon Japan G.K.
Title:
Amazon Fashion Week Tokyo 2017 S/S Opening Act
Category:
Branding / Brand Installations
Annual ID:
OS_DE17011S
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 Intellectual Property Silver Pencil
Agency:
J. Walter Thompson Colombia / Bogota
Client:
Casa Luker
Title:
Lifesaver Backpack
Category:
Physical Product
Annual ID:
OS_IP17003S
Award:
2017 Intellectual Property Silver Pencil
Agency:
PlayPallets International / Brooklyn
Client:
PlayPallets International
Title:
PlayPallets: Basketball
Category:
Physical Product
Annual ID:
OS_IP17004S
Award:
2017 Radio Silver Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg
Client:
BMW South Africa
Title:
BMW Original Parts 'CEO'
Category:
Craft / Writing - Single
Annual ID:
OS_RA17013S