The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Award

Agency

Client

Title

Category

Annual ID

Little Marina Agency: Mother New York / NY Client: Target Category: Experiential Advertising / Installations
Vending Machine Agency: Grey Group - China / Shanghai Client: World kitchen Category: Out Of Home / Transit & Outdoor Installations - Single
The Last Ones Left Agency: TBWAHuntLascaris - Johannesburg / Sandton Client: Endangered Wildlife Trust (EWT) Category: Public Service / Newspaper or Magazine - Campaign
Eastbound and Down Radio Campaign Agency: BBDO / New York Client: HBO Category: Consumer Radio / Campaign
Heaven and Hell Agency: JWT Shanghai / Shanghai Client: Samsonite Category: Collateral / Posters - Single
Vending Machine Agency: Wieden + Kennedy, Portland / Portland Client: Old Spice Category: Consumer Television / :30/:25 - Single
EBALL Agency: BBDO Proximity Berlin / Duesseldorf Client: Daimler AG Category: Innovation in Advertising / Single or Campaign
Drive the Dream Agency: David&Goliath / El Segundo Client: Kia Motors America Category: Consumer Television / Over 60 second - Single
Whopper Lust Agency: CP+B / Boulder Client: Burger King Category: Branded Content / Games
POM Wonderful Presents: The Greatest Movie Ever Sold Agency: Warrior Poets / New York Client: Warrior Poets Category: Branded Content / Cinema
MFCEO Agency: 72andSunny / Los Angeles Client: K-Swiss Category: Non-Broadcast / Online
MFCEO Agency: 72andSunny / Los Angeles Client: K-Swiss Category: Branded Content / Online
The Bear Agency: BETC / Paris Client: CANAL+ Category: Cinema Advertising / Short Form - Under :90 - Single
Small Business Gets an Official Day Agency: CP+B/Digitas / Boulder Client: American Express Category: Brand Transformation / Single
EBALL Agency: BBDO Proximity Berlin / Duesseldorf Client: Daimler AG Category: Out Of Home / Digital / Electronic - Single or Campaign
Hotel Bar Agency: BBDO / New York Client: HBO/Eastbound and Down Category: Consumer Radio / Single
Pathological Liar Agency: Young & Rubicam / New York Client: Land Rover Category: Consumer Television / 60 Second - Single
Charmin Agency: Wieden + Kennedy, Portland / Portland Client: Old Spice Category: Consumer Television / :20 and Under - Single
Quick Draw Wins Agency: Ogilvy Malaysia / Kuala Lumpur Client: Mattel (M) Sdn Bhd Category: Collateral / P.O.P. and In-store - Campaign
The absolute pitch Agency: Ogilvy Germany / Frankfurt Client: HMTM (Academy for Music, Theatre and Media Hannover) Category: Public Service / Radio - Single
Wrestler Agency: Ogilvy Malaysia / Kuala Lumpur Client: Mattel (M) Sdn Bhd Category: Collateral / P.O.P. and In-store - Single
Smell is Power Agency: Wieden + Kennedy, Portland / Portland Client: Old Spice Category: Consumer Television / Commercials of Var. Length - Campaign
DIPS DESPERADO Agency: Abbott Mead Vickers BBDO / London Client: PEPSICO DORITOS Category: Cinema Advertising / Long Form - :90 and Over - Single
Wall of Fame Agency: kempertrautmann gmbh / Hamburg Client: edding International GmbH Category: Magazine / Full Page or Spread - Campaign
Trojan shirt Agency: Grabarz & Partner WA GmbH / Hamburg Client: EXIT Deutschland Category: Public Service / Collateral - Single
MFCEO Agency: 72andSunny / Los Angeles Client: K-Swiss Category: Integrated Branding / Consumer Campaign
UNHATE Agency: Fabrica, 72andSunny NL Client: United Colors of Benetton Category: Integrated Branding / Public Service Campaign
UNHATE Agency: Fabrica, 72andSunny NL Client: United Colors of Benetton Category: Public Service / Outdoor and Posters - Campaign
The Solar Annual Report 2011 Agency: Serviceplan Gruppe GmbH & Co. KG / Munich Client: Austria Solar - Verein zur Förderung der thermischen Solarenergie Category: Collateral / Promotional Items
Heaven and Hell Agency: JWT Shanghai / Shanghai Client: Samsonite Category: Magazine / Full Page or Spread - Single
Find Your Way Agency: DDB Singapore / Singapore Client: 3M Singapore Pte Ltd Category: Newspaper / Full Page or Spread - Campaign
Caterpillar Agency: Ogilvy Malaysia / Kuala Lumpur Client: Lego Singapore Pvt Ltd Category: Out Of Home / Transit & Outdoor Installations - Single
Book Burning Party Agency: Leo Burnett Detroit / Troy Client: Troy Public Library Category: Experiential Advertising / Events and Competitions
Jordan – The Explosive Game Agency: Wieden+Kennedy New York / New York Client: JORDAN Category: Experiential Advertising / Events and Competitions
Reaction Time Agency: Euro RSCG Zurich / Zurich Client: Peugeot Category: Consumer Radio / Campaign
Bounty Picks It Up - "Soup" Agency: Leo Burnett / Toronto Client: Procter & Gamble - Bounty Category: Collateral / Posters - Single
Bounce Agency: Wieden + Kennedy, Portland / Portland Client: Old Spice Category: Consumer Television / :30/:25 - Single
Bikers Agency: Duval Guillaume Modem / Berchem Client: Carlsberg Category: Cinema Advertising / Integrated Cinema Experience
The invisible drive Agency: Jung von Matt AG / Hamburg Client: Daimler AG Category: Experiential Advertising / Installations
Lego Agency: Ogilvy Malaysia / Kuala Lumpur Client: Lego Singapore Pvt Ltd Category: Out Of Home / Transit & Outdoor Installations - Campaign
Touch the Rainbow Agency: BBDO Toronto / Toronto Client: Wrigley Canada Category: Innovation in Advertising / Single or Campaign
The man who lived in a film Agency: TRY/ Apt / Oslo Client: Canal Digital Category: Consumer Television / Over 60 second - Single
SPENT Agency: McKinney / durham Client: Urban Ministries of Durham Category: Branded Content / Games
DIPS DESPERADO Agency: Abbott Mead Vickers BBDO / London Client: PEPSICO DORITOS Category: Branded Content / Cinema
Balloons Agency: LDC / São Paulo Client: MTV Brasil Category: Non-Broadcast / Online
The Bear Agency: BETC Euro RSCG / Los Angeles Client: Canal + Category: Branded Content / Online
Walk of Shame Agency: DDB UK / LONDON Client: Harvey Nichols Category: Cinema Advertising / Short Form - Under :90 - Single
Sneakerpedia Agency: SapientNitro / London Client: Foot Locker Europe Category: Brand Transformation / Single
Ark Agency: Y&R Chicago / Chicago Client: Craftsman Category: Consumer Radio / Single
It's Not Crazy, It's Sports: Shake On It Agency: Wieden+Kennedy New York / New York Client: ESPN Category: Consumer Television / 60 Second - Single

2012 Advertising Gold Pencil

Mother New York / NY

Target

Little Marina

Experiential Advertising / Installations

12105G

2012 Advertising Gold Pencil

Grey Group - China / Shanghai

World kitchen

Vending Machine

Out Of Home / Transit & Outdoor Installations - Single

12013A

2012 Advertising Gold Pencil

TBWAHuntLascaris - Johannesburg / Sandton

Endangered Wildlife Trust (EWT)

The Last Ones Left

Public Service / Newspaper or Magazine - Campaign

12034A

2012 Advertising Gold Pencil

BBDO / New York

HBO

Eastbound and Down Radio Campaign

Consumer Radio / Campaign

12049R

2012 Advertising Gold Pencil

JWT Shanghai / Shanghai

Samsonite

Heaven and Hell

Collateral / Posters - Single

12020A

2012 Advertising Gold Pencil

Wieden + Kennedy, Portland / Portland

Old Spice

Vending Machine

Consumer Television / :30/:25 - Single

12060T

2012 Advertising Gold Pencil

BBDO Proximity Berlin / Duesseldorf

Daimler AG

EBALL

Innovation in Advertising / Single or Campaign

12099G

2012 Advertising Gold Pencil

David&Goliath / El Segundo

Kia Motors America

Drive the Dream

Consumer Television / Over 60 second - Single

12075T

2012 Advertising Gold Pencil

CP+B / Boulder

Burger King

Whopper Lust

Branded Content / Games

12096T

2012 Advertising Gold Pencil

Warrior Poets / New York

Warrior Poets

POM Wonderful Presents: The Greatest Movie Ever Sold

Branded Content / Cinema

12090T

2012 Advertising Gold Pencil

72andSunny / Los Angeles

K-Swiss

MFCEO

Non-Broadcast / Online

12086T

2012 Advertising Gold Pencil

72andSunny / Los Angeles

K-Swiss

MFCEO

Branded Content / Online

12092T

2012 Advertising Gold Pencil

BETC / Paris

CANAL+

The Bear

Cinema Advertising / Short Form - Under :90 - Single

12080T

2012 Advertising Gold Pencil

CP+B/Digitas / Boulder

American Express

Small Business Gets an Official Day

Brand Transformation / Single

12115G

2012 Advertising Gold Pencil

BBDO Proximity Berlin / Duesseldorf

Daimler AG

EBALL

Out Of Home / Digital / Electronic - Single or Campaign

12017A

2012 Advertising Gold Pencil

BBDO / New York

HBO/Eastbound and Down

Hotel Bar

Consumer Radio / Single

12046R

2012 Advertising Gold Pencil

Young & Rubicam / New York

Land Rover

Pathological Liar

Consumer Television / 60 Second - Single

12056T

2012 Advertising Gold Pencil

Wieden + Kennedy, Portland / Portland

Old Spice

Charmin

Consumer Television / :20 and Under - Single

12067T

2012 Advertising Gold Pencil

Ogilvy Malaysia / Kuala Lumpur

Mattel (M) Sdn Bhd

Quick Draw Wins

Collateral / P.O.P. and In-store - Campaign

12029A

2012 Advertising Gold Pencil

Ogilvy Germany / Frankfurt

HMTM (Academy for Music, Theatre and Media Hannover)

The absolute pitch

Public Service / Radio - Single

12052R

2012 Advertising Gold Pencil

Ogilvy Malaysia / Kuala Lumpur

Mattel (M) Sdn Bhd

Wrestler

Collateral / P.O.P. and In-store - Single

12026A

2012 Advertising Gold Pencil

Wieden + Kennedy, Portland / Portland

Old Spice

Smell is Power

Consumer Television / Commercials of Var. Length - Campaign

12071T

2012 Advertising Gold Pencil

Abbott Mead Vickers BBDO / London

PEPSICO DORITOS

DIPS DESPERADO

Cinema Advertising / Long Form - :90 and Over - Single

12083T

2012 Advertising Gold Pencil

kempertrautmann gmbh / Hamburg

edding International GmbH

Wall of Fame

Magazine / Full Page or Spread - Campaign

12010A

2012 Advertising Gold Pencil

Grabarz & Partner WA GmbH / Hamburg

EXIT Deutschland

Trojan shirt

Public Service / Collateral - Single

12040A

2012 Advertising Gold Pencil

72andSunny / Los Angeles

K-Swiss

MFCEO

Integrated Branding / Consumer Campaign

12108G

2012 Advertising Gold Pencil

Fabrica, 72andSunny NL

United Colors of Benetton

UNHATE

Integrated Branding / Public Service Campaign

12110G

2012 Advertising Gold Pencil

Fabrica, 72andSunny NL

United Colors of Benetton

UNHATE

Public Service / Outdoor and Posters - Campaign

12037A

2012 Advertising Gold Pencil

Serviceplan Gruppe GmbH & Co. KG / Munich

Austria Solar - Verein zur Förderung der thermischen Solarenergie

The Solar Annual Report 2011

Collateral / Promotional Items

12033A

2012 Advertising Gold Pencil

JWT Shanghai / Shanghai

Samsonite

Heaven and Hell

Magazine / Full Page or Spread - Single

12007A

2012 Advertising Silver Pencil

DDB Singapore / Singapore

3M Singapore Pte Ltd

Find Your Way

Newspaper / Full Page or Spread - Campaign

12005A

2012 Advertising Silver Pencil

Ogilvy Malaysia / Kuala Lumpur

Lego Singapore Pvt Ltd

Caterpillar

Out Of Home / Transit & Outdoor Installations - Single

12014A

2012 Advertising Silver Pencil

Leo Burnett Detroit / Troy

Troy Public Library

Book Burning Party

Experiential Advertising / Events and Competitions

12102G

2012 Advertising Silver Pencil

Wieden+Kennedy New York / New York

JORDAN

Jordan – The Explosive Game

Experiential Advertising / Events and Competitions

12103G

2012 Advertising Silver Pencil

Euro RSCG Zurich / Zurich

Peugeot

Reaction Time

Consumer Radio / Campaign

12050R

2012 Advertising Silver Pencil

Leo Burnett / Toronto

Procter & Gamble - Bounty

Bounty Picks It Up - "Soup"

Collateral / Posters - Single

12021A

2012 Advertising Silver Pencil

Wieden + Kennedy, Portland / Portland

Old Spice

Bounce

Consumer Television / :30/:25 - Single

12061T

2012 Advertising Silver Pencil

Duval Guillaume Modem / Berchem

Carlsberg

Bikers

Cinema Advertising / Integrated Cinema Experience

12085T

2012 Advertising Silver Pencil

Jung von Matt AG / Hamburg

Daimler AG

The invisible drive

Experiential Advertising / Installations

12106G

2012 Advertising Silver Pencil

Ogilvy Malaysia / Kuala Lumpur

Lego Singapore Pvt Ltd

Lego

Out Of Home / Transit & Outdoor Installations - Campaign

12016A

2012 Advertising Silver Pencil

BBDO Toronto / Toronto

Wrigley Canada

Touch the Rainbow

Innovation in Advertising / Single or Campaign

12100G

2012 Advertising Silver Pencil

TRY/ Apt / Oslo

Canal Digital

The man who lived in a film

Consumer Television / Over 60 second - Single

12076T

2012 Advertising Silver Pencil

McKinney / durham

Urban Ministries of Durham

SPENT

Branded Content / Games

12097T

2012 Advertising Silver Pencil

Abbott Mead Vickers BBDO / London

PEPSICO DORITOS

DIPS DESPERADO

Branded Content / Cinema

12091T

2012 Advertising Silver Pencil

LDC / São Paulo

MTV Brasil

Balloons

Non-Broadcast / Online

12087T

2012 Advertising Silver Pencil

BETC Euro RSCG / Los Angeles

Canal +

The Bear

Branded Content / Online

12093T

2012 Advertising Silver Pencil

DDB UK / LONDON

Harvey Nichols

Walk of Shame

Cinema Advertising / Short Form - Under :90 - Single

12081T

2012 Advertising Silver Pencil

SapientNitro / London

Foot Locker Europe

Sneakerpedia

Brand Transformation / Single

12114G

2012 Advertising Silver Pencil

Y&R Chicago / Chicago

Craftsman

Ark

Consumer Radio / Single

12047R

2012 Advertising Silver Pencil

Wieden+Kennedy New York / New York

ESPN

It's Not Crazy, It's Sports: Shake On It

Consumer Television / 60 Second - Single

12057T

Follow Us