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.

Award

Agency

Client

Title

Category

Annual ID

Sending the unthinkable Agency: RAPP / London Client: NSPCC Category: Public Service / Collateral - Single
MS Numbing Soap Agency: Whybin\TBWA\TEQUILA Auckland / Auckland CBD Client: Multiple Sclerosis Society Category: Public Service / Collateral - Single
Celebrity Tap Agency: Droga5 / New York Client: UNICEF Category: Integrated Branding / Public Service Campaign
Enjoy The Ride Agency: 303Lowe / Subiaco Client: The Office of Road Safety Category: Integrated Branding / Public Service Campaign
Nothing Agency: NAIL / Providence Client: Rhode Island Community Food Bank Category: Integrated Branding / Public Service Campaign
The PEDIGREE® Adoption Drive Agency: WHYBIN\TBWA\TEQUILA\ / Pyrmont Client: MARS PETCARE Category: Integrated Branding / Public Service Campaign
Facades Agency: BBDO Proximity Singapore Pte Ltd / Singapore Client: Traffick Lights Category: Public Service / Newspaper or Magazine - Campaign
Mayday Appeal Agency: DDB / Auckland Client: Coastguard New Zealand Category: Public Service / Newspaper or Magazine - Campaign
Thumbprints Agency: Leo Burnett Chicago / Chicago Client: Coca-Cola Category: Public Service / Newspaper or Magazine - Campaign
Sea Creatures Agency: Leo Burnett Manila / Makati Client: WWF Philippines Category: Public Service / Newspaper or Magazine - Campaign
ESCAPE THE MAP Agency: Abbott Mead Vickers BBDO / London Client: MERCEDES BENZ Category: Branded Content / Games
Catch the Flash Agency: Jung von Matt AG / Stuttgart Client: Nike Gesellschaft mbH Category: Branded Content / Games
ARIEL BIG STAIN Agency: Saatchi & Saatchi / Shanghai Client: P&G Category: Branded Content / Games
Bear/Pool/Roller Coaster Agency: Arnold Worldwide / Boston Client: Carnival Category: Consumer Television / :30/:25 - Campaign
Frank/Five-Man/Boogie Boarder Agency: Barton F. Graf 9000, LLC / New York Client: kayak.com Category: Consumer Television / :30/:25 - Campaign
Infuse TV Campaign Agency: BBDO / New York Client: AT&T Category: Consumer Television / :30/:25 - Campaign
Kids Birthday Parties Agency: DDB South Africa / Johannesburg Client: McDonalds Category: Consumer Television / :30/:25 - Campaign
Will in the MIdwest Agency: Funny Or Die / Los Angeles Client: Old Milwaukee Category: Consumer Television / :30/:25 - Campaign
First Hand Agency: Goodby, Silverstein & Partners / San Francisco Client: NBA Category: Consumer Television / :30/:25 - Campaign
Create Your Own Agency: Goodby, Silverstein & Partners / San Francisco Client: Sonic Drive-In Category: Consumer Television / :30/:25 - Campaign
Day One Agency: Droga5 / New York Client: Prudential Category: Integrated Branding / Consumer Campaign
DIPS DESPERADO Agency: Abbott Mead Vickers BBDO / London Client: PEPSICO DORITOS Category: Integrated Branding / Consumer Campaign
The Snickers Play Hungry, But Not Literally Hungry Integrated Campaign Agency: BBDO / New York Client: Mars Chocolate North America/Snickers Category: Integrated Branding / Consumer Campaign
Google Chrome: The Web Is What You Make of It Agency: BBH / New York + Google Creative Lab / New York Client: Google Category: Integrated Branding / Consumer Campaign
Best Test Drive. Ever. Period. Integrated Campaign Agency: Butler, Shine, Stern & Partners / Sausalito Client: MINI USA Category: Integrated Branding / Consumer Campaign
Break Up Agency: Clemenger BBDO Melbourne / Melbourne Client: National Australia Bank Category: Integrated Branding / Consumer Campaign
Small Business Gets an Official Day Agency: CP+B / Digitas / Boulder Client: American Express Category: Integrated Branding / Consumer Campaign
Kraft Mac and Cheese Integrated Agency: CP+B / Boulder Client: Kraft Category: Integrated Branding / Consumer Campaign
Future Classics Agency: Garbergs / Stockholm Client: Nordiska Kompaniet - NK Category: Integrated Branding / Consumer Campaign
Long Live Imagination, Project Imagin8ion Agency: Grey / New York Client: Canon Category: Integrated Branding / Consumer Campaign
Wall of Fame Agency: kempertrautmann gmbh / Hamburg Client: edding International GmbH Category: Integrated Branding / Consumer Campaign
Mayhem Agency: Leo Burnett Chicago / Chicago Client: Allstate Category: Integrated Branding / Consumer Campaign
Hot Wheels For Real Agency: Mistress / Venice Client: Mattel Inc. Category: Integrated Branding / Consumer Campaign
German Style Agency: Ogilvy & Mather Ukraine / Kiev Client: Bank Forum Commerzbank Group Category: Integrated Branding / Consumer Campaign
Be the Coach Agency: Ogilvy Cape Town / Cape Town Client: South African Breweries Category: Integrated Branding / Consumer Campaign
Fruit Figures Agency: Scholz & Friends / Berlin Client: Fresh’N’Friends Category: Integrated Branding / Consumer Campaign
Jameson Legend Agency: TBWA\Chiat\Day / New York Client: Jameson Category: Integrated Branding / Consumer Campaign
The Voiceless Campaign Agency: TBWAHuntLascaris - Johannesburg / Sandton Client: The Zimbabwean Newspaper Category: Integrated Branding / Consumer Campaign
Dodge Journey: Search Engine for the World Wide World Agency: Wieden+Kennedy Portland / Portland Client: Dodge Category: Integrated Branding / Consumer Campaign
Social Pump Up Agency: Droga5 / New York Client: Puma Category: Consumer Television / 60 Second - Single
Google Chrome: The Johnny Cash Project Agency: Google Creative Lab and @radical.media / New York Client: Google Category: Consumer Television / 60 Second - Single
Bright Idea Agency: AlmapBBDO / São Paulo Client: GE Category: Consumer Television / 60 Second - Single
Letter Agency: Badillo Nazca S&S / San Juan Client: Toyota de PR Category: Consumer Television / 60 Second - Single
Underdog Agency: BBDO / New York Client: HBO Category: Consumer Television / 60 Second - Single
Big Day Agency: BBH LONDON / London Client: Weetabix Category: Consumer Television / 60 Second - Single
The Last Dictator Standing Agency: Black River FC / Johannesburg Client: Nando's South Africa Category: Consumer Television / 60 Second - Single
60 Things in 60 Seconds Agency: DDB / Auckland Client: SKY Television Category: Consumer Television / 60 Second - Single
Victor Agency: Del Campo Nazca Saatchi & Saatchi / Martinez Client: Sony PlayStation Category: Consumer Television / 60 Second - Single
The Bark Side Agency: Deutsch / Los Angeles Client: Volkswagen Category: Consumer Television / 60 Second - Single
Colon 101 Agency: Euro RSCG Israel / Tel Aviv Client: Reckitt Benckiser Category: Consumer Television / 60 Second - Single

2012 Advertising Merit Award

RAPP / London

NSPCC

Sending the unthinkable

Public Service / Collateral - Single

12277A

2012 Advertising Merit Award

Whybin\TBWA\TEQUILA Auckland / Auckland CBD

Multiple Sclerosis Society

MS Numbing Soap

Public Service / Collateral - Single

12278A

2012 Advertising Merit Award

Droga5 / New York

UNICEF

Celebrity Tap

Integrated Branding / Public Service Campaign

2012 Advertising Merit Award

303Lowe / Subiaco

The Office of Road Safety

Enjoy The Ride

Integrated Branding / Public Service Campaign

12522G

2012 Advertising Merit Award

NAIL / Providence

Rhode Island Community Food Bank

Nothing

Integrated Branding / Public Service Campaign

12523G

2012 Advertising Merit Award

WHYBIN\TBWA\TEQUILA\ / Pyrmont

MARS PETCARE

The PEDIGREE® Adoption Drive

Integrated Branding / Public Service Campaign

12524G

2012 Advertising Merit Award

BBDO Proximity Singapore Pte Ltd / Singapore

Traffick Lights

Facades

Public Service / Newspaper or Magazine - Campaign

12258A

2012 Advertising Merit Award

DDB / Auckland

Coastguard New Zealand

Mayday Appeal

Public Service / Newspaper or Magazine - Campaign

12259A

2012 Advertising Merit Award

Leo Burnett Chicago / Chicago

Coca-Cola

Thumbprints

Public Service / Newspaper or Magazine - Campaign

12260A

2012 Advertising Merit Award

Leo Burnett Manila / Makati

WWF Philippines

Sea Creatures

Public Service / Newspaper or Magazine - Campaign

12261A

2012 Advertising Merit Award

Abbott Mead Vickers BBDO / London

MERCEDES BENZ

ESCAPE THE MAP

Branded Content / Games

12456T

2012 Advertising Merit Award

Jung von Matt AG / Stuttgart

Nike Gesellschaft mbH

Catch the Flash

Branded Content / Games

12457T

2012 Advertising Merit Award

Saatchi & Saatchi / Shanghai

P&G

ARIEL BIG STAIN

Branded Content / Games

12458T

2012 Advertising Merit Award

Arnold Worldwide / Boston

Carnival

Bear/Pool/Roller Coaster

Consumer Television / :30/:25 - Campaign

12369T

2012 Advertising Merit Award

Barton F. Graf 9000, LLC / New York

kayak.com

Frank/Five-Man/Boogie Boarder

Consumer Television / :30/:25 - Campaign

12370T

2012 Advertising Merit Award

BBDO / New York

AT&T

Infuse TV Campaign

Consumer Television / :30/:25 - Campaign

12371T

2012 Advertising Merit Award

DDB South Africa / Johannesburg

McDonalds

Kids Birthday Parties

Consumer Television / :30/:25 - Campaign

12372T

2012 Advertising Merit Award

Funny Or Die / Los Angeles

Old Milwaukee

Will in the MIdwest

Consumer Television / :30/:25 - Campaign

12373T

2012 Advertising Merit Award

Goodby, Silverstein & Partners / San Francisco

NBA

First Hand

Consumer Television / :30/:25 - Campaign

12374T

2012 Advertising Merit Award

Goodby, Silverstein & Partners / San Francisco

Sonic Drive-In

Create Your Own

Consumer Television / :30/:25 - Campaign

12375T

2012 Advertising Merit Award

Droga5 / New York

Prudential

Day One

Integrated Branding / Consumer Campaign

2012 Advertising Merit Award

Abbott Mead Vickers BBDO / London

PEPSICO DORITOS

DIPS DESPERADO

Integrated Branding / Consumer Campaign

12504G

2012 Advertising Merit Award

BBDO / New York

Mars Chocolate North America/Snickers

The Snickers Play Hungry, But Not Literally Hungry Integrated Campaign

Integrated Branding / Consumer Campaign

12505G

2012 Advertising Merit Award

BBH / New York + Google Creative Lab / New York

Google

Google Chrome: The Web Is What You Make of It

Integrated Branding / Consumer Campaign

12506G

2012 Advertising Merit Award

Butler, Shine, Stern & Partners / Sausalito

MINI USA

Best Test Drive. Ever. Period. Integrated Campaign

Integrated Branding / Consumer Campaign

12507G

2012 Advertising Merit Award

Clemenger BBDO Melbourne / Melbourne

National Australia Bank

Break Up

Integrated Branding / Consumer Campaign

12508G

2012 Advertising Merit Award

CP+B / Digitas / Boulder

American Express

Small Business Gets an Official Day

Integrated Branding / Consumer Campaign

12509G

2012 Advertising Merit Award

CP+B / Boulder

Kraft

Kraft Mac and Cheese Integrated

Integrated Branding / Consumer Campaign

12510G

2012 Advertising Merit Award

Garbergs / Stockholm

Nordiska Kompaniet - NK

Future Classics

Integrated Branding / Consumer Campaign

12511G

2012 Advertising Merit Award

Grey / New York

Canon

Long Live Imagination, Project Imagin8ion

Integrated Branding / Consumer Campaign

12512G

2012 Advertising Merit Award

kempertrautmann gmbh / Hamburg

edding International GmbH

Wall of Fame

Integrated Branding / Consumer Campaign

12513G

2012 Advertising Merit Award

Leo Burnett Chicago / Chicago

Allstate

Mayhem

Integrated Branding / Consumer Campaign

12514G

2012 Advertising Merit Award

Mistress / Venice

Mattel Inc.

Hot Wheels For Real

Integrated Branding / Consumer Campaign

12515G

2012 Advertising Merit Award

Ogilvy & Mather Ukraine / Kiev

Bank Forum Commerzbank Group

German Style

Integrated Branding / Consumer Campaign

12516G

2012 Advertising Merit Award

Ogilvy Cape Town / Cape Town

South African Breweries

Be the Coach

Integrated Branding / Consumer Campaign

12517G

2012 Advertising Merit Award

Scholz & Friends / Berlin

Fresh’N’Friends

Fruit Figures

Integrated Branding / Consumer Campaign

12518G

2012 Advertising Merit Award

TBWA\Chiat\Day / New York

Jameson

Jameson Legend

Integrated Branding / Consumer Campaign

12519G

2012 Advertising Merit Award

TBWAHuntLascaris - Johannesburg / Sandton

The Zimbabwean Newspaper

The Voiceless Campaign

Integrated Branding / Consumer Campaign

12520G

2012 Advertising Merit Award

Wieden+Kennedy Portland / Portland

Dodge

Dodge Journey: Search Engine for the World Wide World

Integrated Branding / Consumer Campaign

12521G

2012 Advertising Merit Award

Droga5 / New York

Puma

Social Pump Up

Consumer Television / 60 Second - Single

2012 Advertising Merit Award

Google Creative Lab and @radical.media / New York

Google

Google Chrome: The Johnny Cash Project

Consumer Television / 60 Second - Single

12322T

2012 Advertising Merit Award

AlmapBBDO / São Paulo

GE

Bright Idea

Consumer Television / 60 Second - Single

12323T

2012 Advertising Merit Award

Badillo Nazca S&S / San Juan

Toyota de PR

Letter

Consumer Television / 60 Second - Single

12324T

2012 Advertising Merit Award

BBDO / New York

HBO

Underdog

Consumer Television / 60 Second - Single

12325T

2012 Advertising Merit Award

BBH LONDON / London

Weetabix

Big Day

Consumer Television / 60 Second - Single

12326T

2012 Advertising Merit Award

Black River FC / Johannesburg

Nando's South Africa

The Last Dictator Standing

Consumer Television / 60 Second - Single

12327T

2012 Advertising Merit Award

DDB / Auckland

SKY Television

60 Things in 60 Seconds

Consumer Television / 60 Second - Single

12328T

2012 Advertising Merit Award

Del Campo Nazca Saatchi & Saatchi / Martinez

Sony PlayStation

Victor

Consumer Television / 60 Second - Single

12329T

2012 Advertising Merit Award

Deutsch / Los Angeles

Volkswagen

The Bark Side

Consumer Television / 60 Second - Single

12330T

2012 Advertising Merit Award

Euro RSCG Israel / Tel Aviv

Reckitt Benckiser

Colon 101

Consumer Television / 60 Second - Single

12331T

Follow Us