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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Agency
Client
Title
Category
Annual ID
Usain Bolt | The Boy Who Learned to Fly | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Craft - Animation / Animation - Single
Unfairy Tales
Agency: 180LA / Santa Monica + MediaMonks / Los Angeles
Client: Unicef Category: Craft / Visual Effects / Animation
Human Made Stories
Agency: Valenstein & Fatt / London
Client: Volvo Category: Broadcast / Short Form - Campaign
Stress Tested For Women
Agency: Wieden+Kennedy / Portland + Anonymous Content / Culver City + Final Cut / Los Angeles + The Directors Bureau / Los Angeles
Client: Secret Deodorant (P&G) Category: Broadcast / Short Form - Campaign
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / New York + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Immersive / Environmental / Outdoor Spaces
Highway Robbery
Agency: Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client: Volvo Category: Immersive / Environmental / Outdoor Spaces
Unexpected Courts
Agency: NBS / Rio de Janeiro + Pixel / Rio de Janeiro + Beat / Rio de Janeiro
Client: Akzo Nobel Category: Immersive / Environmental / Outdoor Spaces
The Outline (Digital)
Agency: The Outline and Code and Theory / New York City
Client: The Outline Category: Editorial / Digital Publications
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Dynamic Data Visualization
Predictive World
Agency: SID LEE / Paris
Client: UBISOFT Category: Craft / Dynamic Data Visualization
#BreakTheGame
Agency: Droga5 / New York + Under Armour / Baltimore + O POSITIVE / New York
Client: Under Armour Category: Social Media Page by a Brand
The Swim Reaper
Agency: FCB New Zealand / Auckland
Client: Water Safety New Zealand Category: Social Media Page by a Brand
Give the Rainbow
Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client: Mars - Skittles Category: Experiential / Events & Competitions
Watch Dogs 2
Agency: Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal
Client: Ubisoft Canada Category: Experiential / Events & Competitions
Bud Light Dive Bar Tour
Agency: Wieden+Kennedy / New York + Joint / New York
Client: Bud Light Category: Experiential / Events & Competitions
Search for Greatness
Agency: BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York
Client: Sony PlayStation Category: Print / Flat & Dimensional
HEAT TECH WINDOW
Agency: Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul
Client: UNIQLO Category: Print / Flat & Dimensional
Life is electric
Agency: DENTSU INC. / Tokyo
Client: Panasonic Corporation Category: Print / Flat & Dimensional
The SAB Spike Detector Coaster
Agency: Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg
Client: South African Breweries Category: Print / Flat & Dimensional
SOBA ALLERGY TATTOO CHECKER
Agency: J. Walter Thompson Japan / Tokyo
Client: DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE Category: Print / Flat & Dimensional
IKEA It's that affordable PRICE TAGs
Agency: Memac Ogilvy / Dubai
Client: IKEA Saudi Arabia Category: Print / Flat & Dimensional
Print Ad Blocker
Agency: MullenLowe Brindfors / Stockholm + Golin / Stockholm
Client: Telenor Företag Category: Print / Flat & Dimensional
Addressing The Problem
Agency: OgilvyOne / London
Client: What 3 Words Category: Print / Flat & Dimensional
HELPMET
Agency: BBDO / Bangkok
Client: Thai Health Promotion Foundation Category: Use of Technology / Physical Product & Mobile Integration
BLIND CAP
Agency: CHEIL WORLDWIDE / SPAIN
Client: SAMSUNG Category: Use of Technology / Physical Product & Mobile Integration
Smile Lock Outlet
Agency: DENTSU INC. / Tokyo
Client: TOYOTA Category: Use of Technology / Physical Product & Mobile Integration
GLICODE
Agency: DENTSU INC. / TOKYO + Google zoo / TOKYO + coconoe inc. / OKAYAMA + BIRDMAN Inc. / TOKYO
Client: Ezaki Glico Company, Limited Category: Use of Technology / Physical Product & Mobile Integration
Rink Bingo
Agency: FCB / Zürich
Client: Hockey Club Davos Category: Use of Technology / Physical Product & Mobile Integration
Galaxy Surfboard
Agency: Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client: Samsung Category: Use of Technology / Physical Product & Mobile Integration
Singtel Data ExStream
Agency: Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore
Client: Singtel Category: Use of Technology / Physical Product & Mobile Integration
Save me – the ski pass that saves lives
Agency: Serviceplan / Munich + Serviceplan Austria / Vienna + Plan.Net / Munich
Client: Ötztal Tourismus Category: Use of Technology / Physical Product & Mobile Integration
GIGA Selfie
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: Tourism Australia Category: Use of Technology / Physical Product & Mobile Integration
An Experiment of the Imagination
Agency: DENTSU INC. / Tokyo + TAKI CORPORATION / Tokyo + SEIBIDO / Tokyo + dede / Tokyo
Client: Nikkei Inc. Category: Branding / Collateral Item - Single
Smith Brunch Menu
Agency: Leo Burnett / Toronto
Client: Smith Restaurant + Bar Category: Branding / Collateral Item - Single
Been There, Made That
Agency: Publicis / Seattle
Client: Visit Seattle Category: Online / Long Form - Campaign
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Agency: Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client: Ubisoft Category: Online / Long Form - Campaign
Margot vs. Lily
Agency: Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client: NikeWomen Category: Online / Long Form - Campaign
Expedia Dream Adventures
Agency: 180LA / Santa Monica
Client: Expedia Category: Ambient / Immersive / Digital Installations
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Ambient / Immersive / Digital Installations
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Ambient / Immersive / Digital Installations
AMATEUR REPLAY
Agency: Ogilvy & Mather / Singapore
Client: ALLIANZ Category: Ambient / Immersive / Digital Installations
The Scania Clock
Agency: TBWA / Stockholm + B-Reel / Stockholm
Client: Scania Category: Ambient / Immersive / Digital Installations
You've Gotta Have a Team
Agency: BMF / Sydney + Rumble Studios / Sydney + Frank PR / Sydney
Client: Football Federation of Australia Category: Brand Voice
Change Please
Agency: FCB Inferno / London
Client: Change Please and the Big Issue Category: Brand Voice
#DadDo
Agency: Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York
Client: Pantene Category: Brand Voice
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Brand Voice
Award:
2017 Moving Image Craft Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Usain Bolt | The Boy Who Learned to Fly | Gatorade
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17092M
Award:
2017 Mobile Merit Award
Agency:
180LA / Santa Monica + MediaMonks / Los Angeles
Client:
Unicef
Title:
Unfairy Tales
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_MO17081M
Award:
2017 Branded Entertainment Merit Award
Agency:
Valenstein & Fatt / London
Client:
Volvo
Title:
Human Made Stories
Category:
Broadcast / Short Form - Campaign
Annual ID:
OS_BE17043M
Award:
2017 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + Anonymous Content / Culver City + Final Cut / Los Angeles + The Directors Bureau / Los Angeles
Client:
Secret Deodorant (P&G)
Title:
Stress Tested For Women
Category:
Broadcast / Short Form - Campaign
Annual ID:
OS_BE17044M
Award:
2017 Design Merit Award
Agency:
BBH / Singapore + Party / New York + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Immersive / Environmental / Outdoor Spaces
Annual ID:
OS_DE17227M
Award:
2017 Design Merit Award
Agency:
Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client:
Volvo
Title:
Highway Robbery
Category:
Immersive / Environmental / Outdoor Spaces
Annual ID:
OS_DE17228M
Award:
2017 Design Merit Award
Agency:
NBS / Rio de Janeiro + Pixel / Rio de Janeiro + Beat / Rio de Janeiro
Client:
Akzo Nobel
Title:
Unexpected Courts
Category:
Immersive / Environmental / Outdoor Spaces
Annual ID:
OS_DE17229M
Award:
2017 Design Merit Award
Agency:
The Outline and Code and Theory / New York City
Client:
The Outline
Title:
The Outline (Digital)
Category:
Editorial / Digital Publications
Annual ID:
OS_DE17129M
Award:
2017 Mobile Merit Award
Agency:
J. Walter Thompson / India
Client:
The Hindu
Title:
A Tale of Two Cities
Category:
Publications
Annual ID:
OS_MO17058M
Award:
2017 Interactive Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17078M
Award:
2017 Interactive Merit Award
Agency:
SID LEE / Paris
Client:
UBISOFT
Title:
Predictive World
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17079M
Award:
2017 Social Media Merit Award
Agency:
Droga5 / New York + Under Armour / Baltimore + O POSITIVE / New York
Client:
Under Armour
Title:
#BreakTheGame
Category:
Social Media Page by a Brand
Annual ID:
OS_SM17035M
Award:
2017 Social Media Merit Award
Agency:
FCB New Zealand / Auckland
Client:
Water Safety New Zealand
Title:
The Swim Reaper
Category:
Social Media Page by a Brand
Annual ID:
OS_SM17036M
Award:
2017 Cross-Platform Merit Award
Agency:
adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client:
Mars - Skittles
Title:
Give the Rainbow
Category:
Experiential / Events & Competitions
Annual ID:
OS_CP17031M
Award:
2017 Cross-Platform Merit Award
Agency:
Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal
Client:
Ubisoft Canada
Title:
Watch Dogs 2
Category:
Experiential / Events & Competitions
Annual ID:
OS_CP17032M
Award:
2017 Cross-Platform Merit Award
Agency:
Wieden+Kennedy / New York + Joint / New York
Client:
Bud Light
Title:
Bud Light Dive Bar Tour
Category:
Experiential / Events & Competitions
Annual ID:
OS_CP17033M
Award:
2017 Direct Marketing Merit Award
Agency:
BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York
Client:
Sony PlayStation
Title:
Search for Greatness
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17046M
Award:
2017 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul
Client:
UNIQLO
Title:
HEAT TECH WINDOW
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17047M
Award:
2017 Direct Marketing Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
Panasonic Corporation
Title:
Life is electric
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17048M
Award:
2017 Direct Marketing Merit Award
Agency:
Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg
Client:
South African Breweries
Title:
The SAB Spike Detector Coaster
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17049M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Japan / Tokyo
Client:
DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE
Title:
SOBA ALLERGY TATTOO CHECKER
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17050M
Award:
2017 Direct Marketing Merit Award
Agency:
Marcel / Sydney
Client:
Tiger Beer
Title:
Air-Ink
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17051M
Award:
2017 Direct Marketing Merit Award
Agency:
Memac Ogilvy / Dubai
Client:
IKEA Saudi Arabia
Title:
IKEA It's that affordable PRICE TAGs
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17052M
Award:
2017 Direct Marketing Merit Award
Agency:
MullenLowe Brindfors / Stockholm + Golin / Stockholm
Client:
Telenor Företag
Title:
Print Ad Blocker
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17053M
Award:
2017 Direct Marketing Merit Award
Agency:
OgilvyOne / London
Client:
What 3 Words
Title:
Addressing The Problem
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17054M
Award:
2017 Mobile Merit Award
Agency:
BBDO / Bangkok
Client:
Thai Health Promotion Foundation
Title:
HELPMET
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17071M
Award:
2017 Mobile Merit Award
Agency:
CHEIL WORLDWIDE / SPAIN
Client:
SAMSUNG
Title:
BLIND CAP
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17072M
Award:
2017 Mobile Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
TOYOTA
Title:
Smile Lock Outlet
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17073M
Award:
2017 Mobile Merit Award
Agency:
DENTSU INC. / TOKYO + Google zoo / TOKYO + coconoe inc. / OKAYAMA + BIRDMAN Inc. / TOKYO
Client:
Ezaki Glico Company, Limited
Title:
GLICODE
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17074M
Award:
2017 Mobile Merit Award
Agency:
FCB / Zürich
Client:
Hockey Club Davos
Title:
Rink Bingo
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17075M
Award:
2017 Mobile Merit Award
Agency:
Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client:
Samsung
Title:
Galaxy Surfboard
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17076M
Award:
2017 Mobile Merit Award
Agency:
Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore
Client:
Singtel
Title:
Singtel Data ExStream
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17077M
Award:
2017 Mobile Merit Award
Agency:
Serviceplan / Munich + Serviceplan Austria / Vienna + Plan.Net / Munich
Client:
Ötztal Tourismus
Title:
Save me – the ski pass that saves lives
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17078M
Award:
2017 Mobile Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo
Client:
Tourism Australia
Title:
GIGA Selfie
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17079M
Award:
2017 Design Merit Award
Agency:
DENTSU INC. / Tokyo + TAKI CORPORATION / Tokyo + SEIBIDO / Tokyo + dede / Tokyo
Client:
Nikkei Inc.
Title:
An Experiment of the Imagination
Category:
Branding / Collateral Item - Single
Annual ID:
OS_DE17109M
Award:
2017 Design Merit Award
Agency:
Leo Burnett / Toronto
Client:
Smith Restaurant + Bar
Title:
Smith Brunch Menu
Category:
Branding / Collateral Item - Single
Annual ID:
OS_DE17110M
Award:
2017 Branded Entertainment Merit Award
Agency:
Publicis / Seattle
Client:
Visit Seattle
Title:
Been There, Made That
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17082M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client:
Ubisoft
Title:
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17083M
Award:
2017 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client:
NikeWomen
Title:
Margot vs. Lily
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17084M
Award:
2017 Interactive Merit Award
Agency:
180LA / Santa Monica
Client:
Expedia
Title:
Expedia Dream Adventures
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17059M
Award:
2017 Interactive Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17060M
Award:
2017 Interactive Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17061M
Award:
2017 Interactive Merit Award
Agency:
Ogilvy & Mather / Singapore
Client:
ALLIANZ
Title:
AMATEUR REPLAY
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17062M
Award:
2017 Interactive Merit Award
Agency:
TBWA / Stockholm + B-Reel / Stockholm
Client:
Scania
Title:
The Scania Clock
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17063M
Award:
2017 Public Relations Merit Award
Agency:
BMF / Sydney + Rumble Studios / Sydney + Frank PR / Sydney
Client:
Football Federation of Australia
Title:
You've Gotta Have a Team
Category:
Brand Voice
Annual ID:
OS_PR17060M
Award:
2017 Public Relations Merit Award
Agency:
FCB Inferno / London
Client:
Change Please and the Big Issue
Title:
Change Please
Category:
Brand Voice
Annual ID:
OS_PR17061M
Award:
2017 Public Relations Merit Award
Agency:
Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York
Client:
Pantene
Title:
#DadDo
Category:
Brand Voice
Annual ID:
OS_PR17062M
Award:
2017 Public Relations Merit Award
Agency:
Leo Burnett Mexico / Mexico City
Client:
Corona
Title:
Photo Without Borders
Category:
Brand Voice
Annual ID:
OS_PR17063M
Award:
2017 Public Relations Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Brand Voice
Annual ID:
OS_PR17064M
Award:
2017 Public Relations Merit Award
Agency:
MullenLowe / New York
Client:
JetBlue
Title:
FlyBabies
Category:
Brand Voice
Annual ID:
OS_PR17065M