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.

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Award

Agency

Client

Title

Category

Annual ID

Hot Wheels 30 minute TV Special - Fearless@The500 Agency: Mistress / Venice Client: Mattel Inc. Category: Innovation in Branded Content
Anarchy:The Graphic Novel Agency: Razorfish / New York Client: Axe Category: Innovation in Branded Content
The Sound of Football Agency: Akestam Holst / Stockholm Client: Pepsico Category: Innovation in Branded Content
Be the Coach Agency: Ogilvy Cape Town / Cape Town Client: South African Breweries Category: Innovation in Branded Content
The Human Doing Agency: mono / Minneapolis Client: Blue Cross and Blue Shield of Minnesota Category: Innovation in Branded Content
Five Agency: JWT New York / New York Client: Lifetime Category: Television / Specials or one-time screenings
Open up with Andre Agassi FIlm Series Agency: CumminsRoss / Melbourne Client: Pernod Ricard - Jacobs Creek Category: Television / Specials or one-time screenings
BHF - Angina Monologues Agency: Grey London / London Client: The British Heart Foundation Category: Television / Specials or one-time screenings
MAKE TV Agency: PARTY / Tokyo Client: Sony Corporation Category: Television / Specials or one-time screenings
MFCEO Agency: 72andSunny / Los Angeles Client: K-Swiss Category: Online Branded Entertainment / Long-form
The Inside Experience Agency: Pereira & O'Dell / San Francisco Client: Intel + TOSHIBA Category: Online Branded Entertainment / Long-form
SCREW*D Agency: Y&R Chicago / Chicago Client: Craftsman Category: Online Branded Entertainment / Long-form
Call of Duty: Modern Warfare 3 - The Vet and the n00b: Trash Talk Agency: 72andSunny / Los Angeles Client: Activision Publishing Category: Online Branded Entertainment / Long-form
Crossing the Ice Agency: Naked Communications Sydney / Sydney Client: SONY Category: Online Branded Entertainment / Long-form
One Copy Song Agency: R/GA / New York Client: Adam Tensta Category: Music
Chipotle's Abandoned Agency: Creative Artists Agency / Los Angeles Client: Chipotle Category: Music
Obragado, Brasil Agency: Pereira & O'Dell / San Francisco Client: Jawbone Category: Music
Jeep In Agency: Leo Burnett Sp. z o.o. / Warsaw Client: Fiat Auto Poland S.A. Category: Promos / Gaming Promos
Awakening Agency: twofifteenmccann / San Francisco Client: Microsoft Category: Promos / Gaming Promos
Curb Your Enthusiasm Agency: Brand Arc / Los Angeles Client: Toyota Category: Television / Scripted series
Chiller Fall Image Spot Agency: Chiller / New York Client: Chiller Category: Motion Graphics / Network ID
TBS Rebrand Sizzle Agency: Ferroconcrete / Los Angeles Client: TBS Category: Motion Graphics / Network ID
Snowball Effect Agency: Leo Burnett Chicago / Chicago Client: Coca-Cola Category: Gaming / Branded mobile games
SoBe Try Everything Challenge Agency: OMD / New York Client: SoBe Category: Gaming / Branded mobile games
ESCAPE THE MAP Agency: Abbott Mead Vickers BBDO / London Client: MERCEDES BENZ Category: Gaming / Online gaming
Catch the Flash Agency: Jung von Matt AG / Stuttgart Client: Nike Gesellschaft mbH Category: Gaming / Online gaming
Pleasure Hunt Agency: Lowe Brindfors / Stockholm Client: Unilver Magnum Ice Cream - Mick van Ettinger/Alper Eroglu Category: Gaming / Online gaming
SPENT Agency: McKinney / durham Client: Urban Ministries of Durham Category: Gaming / Online gaming
Billboard powered by oranges Agency: DDB, Paris / Paris Client: Tropicana Category: Events and Installations
THINK: An Exploration Into Making the World Work Better Agency: Mirada / Los Angeles Client: IBM Category: Events and Installations
Book Burning Party Agency: Leo Burnett Detroit / Troy Client: Troy Public Library Category: Events and Installations
Braille Burgers Agency: MetropolitanRepublic / Johanneesburg Client: Wimpy Category: Events and Installations
Small Business Gets An Official Day Agency: CP+B and Digitas / Boulder Client: American Express Category: Events and Installations
The Explosive Game Agency: Wieden+Kennedy New York / New York Client: Jordan Category: Events and Installations
THE BEAUTY OF A SECOND Agency: Leo Burnett Italy / Milan Client: MONTBLANC INTERNATIONAL GMBH Category: Best Brand Channel
Whopper Lust Agency: CP+B / Boulder Client: Burger King Category: Best Brand Channel
Old Spice YouTube Agency: Wieden + Kennedy, Portland / Portland Client: Old Spice Category: Best Brand Channel
Small Business Gets An Official Day Agency: CP+B and Digitas / Boulder Client: American Express Category: Best Brand Channel
James Ready Spelling Bee Lottery Agency: Leo Burnett, Toronto / Toronto Client: James Ready Category: Best Brand Channel
The Unstoppable Tour Agency: McKinney / durham Client: Abbott Laboratories Category: Best Brand Channel
GT Academy Agency: TBWA Chiat Day, Los Angeles / Los Angeles Client: Nissan Category: Television / Reality/Unscripted Series
One Way In. One Way Out. Agency: Saatchi & Saatchi Australia / Sydney Client: Toyota Motor Corporation Australia Category: Television / Reality/Unscripted Series
The Smirnoff Night Project Agency: Special Group / Auckland Client: Lion Nathan / Diageo Category: Television / Reality/Unscripted Series
Horizons Agency: OgilvyEntertainment / New York Client: DuPont Category: Television / Reality/Unscripted Series
Dig Deeper Agency: BBDO New York / New York Client: HBO Category: Online Branded Entertainment / Short-form
Your Second Shot Agency: Dentsu America / Harrison Client: Canon PowerShot Category: Online Branded Entertainment / Short-form
You've Got a Case Agency: BBDO New York / New York Client: AT&T Category: Online Branded Entertainment / Short-form
Shipwreck Alley Agency: 180LA / Santa Monica Client: Sony Electronics Category: Online Branded Entertainment / Short-form
Dig It! Get It! Agency: Leo Burnett, Toronto / Toronto Client: Procter & Gamble - Cheer Category: Online Branded Entertainment / Short-form
Subtitles Agency: Ogilvy Peru / Lima Client: English Excellence Category: Promos / Trailer/Cinema Promo

2012 Branded Entertainment Gold Pencil

Mistress / Venice

Mattel Inc.

Hot Wheels 30 minute TV Special - Fearless@The500

Innovation in Branded Content

12046E

2012 Branded Entertainment Gold Pencil

Razorfish / New York

Axe

Anarchy:The Graphic Novel

Innovation in Branded Content

12047E

2012 Branded Entertainment Silver Pencil

Akestam Holst / Stockholm

Pepsico

The Sound of Football

Innovation in Branded Content

12048E

2012 Branded Entertainment Silver Pencil

Ogilvy Cape Town / Cape Town

South African Breweries

Be the Coach

Innovation in Branded Content

12049E

2012 Branded Entertainment Bronze Pencil

mono / Minneapolis

Blue Cross and Blue Shield of Minnesota

The Human Doing

Innovation in Branded Content

12050E

2012 Branded Entertainment Gold Pencil

JWT New York / New York

Lifetime

Five

Television / Specials or one-time screenings

12008E

2012 Branded Entertainment Silver Pencil

CumminsRoss / Melbourne

Pernod Ricard - Jacobs Creek

Open up with Andre Agassi FIlm Series

Television / Specials or one-time screenings

12009E

2012 Branded Entertainment Bronze Pencil

Grey London / London

The British Heart Foundation

BHF - Angina Monologues

Television / Specials or one-time screenings

12010E

2012 Branded Entertainment Silver Pencil

PARTY / Tokyo

Sony Corporation

MAKE TV

Television / Specials or one-time screenings

12194E

2012 Branded Entertainment Gold Pencil

72andSunny / Los Angeles

K-Swiss

MFCEO

Online Branded Entertainment / Long-form

12032E

2012 Branded Entertainment Gold Pencil

Pereira & O'Dell / San Francisco

Intel + TOSHIBA

The Inside Experience

Online Branded Entertainment / Long-form

12033E

2012 Branded Entertainment Silver Pencil

Y&R Chicago / Chicago

Craftsman

SCREW*D

Online Branded Entertainment / Long-form

12034E

2012 Branded Entertainment Bronze Pencil

72andSunny / Los Angeles

Activision Publishing

Call of Duty: Modern Warfare 3 - The Vet and the n00b: Trash Talk

Online Branded Entertainment / Long-form

12035E

2012 Branded Entertainment Bronze Pencil

Naked Communications Sydney / Sydney

SONY

Crossing the Ice

Online Branded Entertainment / Long-form

12036E

2012 Branded Entertainment Gold Pencil

R/GA / New York

Adam Tensta

One Copy Song

Music

12037E

2012 Branded Entertainment Silver Pencil

Creative Artists Agency / Los Angeles

Chipotle

Chipotle's Abandoned

Music

12038E

2012 Branded Entertainment Bronze Pencil

Pereira & O'Dell / San Francisco

Jawbone

Obragado, Brasil

Music

12039E

2012 Branded Entertainment Bronze Pencil

Leo Burnett Sp. z o.o. / Warsaw

Fiat Auto Poland S.A.

Jeep In

Promos / Gaming Promos

12065E

2012 Branded Entertainment Bronze Pencil

twofifteenmccann / San Francisco

Microsoft

Awakening

Promos / Gaming Promos

12066E

2012 Branded Entertainment Gold Pencil

Brand Arc / Los Angeles

Toyota

Curb Your Enthusiasm

Television / Scripted series

12001E

2012 Branded Entertainment Silver Pencil

Chiller / New York

Chiller

Chiller Fall Image Spot

Motion Graphics / Network ID

12015E

2012 Branded Entertainment Bronze Pencil

Ferroconcrete / Los Angeles

TBS

TBS Rebrand Sizzle

Motion Graphics / Network ID

12016E

2012 Branded Entertainment Gold Pencil

Leo Burnett Chicago / Chicago

Coca-Cola

Snowball Effect

Gaming / Branded mobile games

12021E

2012 Branded Entertainment Silver Pencil

OMD / New York

SoBe

SoBe Try Everything Challenge

Gaming / Branded mobile games

12022E

2012 Branded Entertainment Gold Pencil

Abbott Mead Vickers BBDO / London

MERCEDES BENZ

ESCAPE THE MAP

Gaming / Online gaming

12017E

2012 Branded Entertainment Silver Pencil

Jung von Matt AG / Stuttgart

Nike Gesellschaft mbH

Catch the Flash

Gaming / Online gaming

12018E

2012 Branded Entertainment Silver Pencil

Lowe Brindfors / Stockholm

Unilver Magnum Ice Cream - Mick van Ettinger/Alper Eroglu

Pleasure Hunt

Gaming / Online gaming

12019E

2012 Branded Entertainment Bronze Pencil

McKinney / durham

Urban Ministries of Durham

SPENT

Gaming / Online gaming

12020E

2012 Branded Entertainment Gold Pencil

DDB, Paris / Paris

Tropicana

Billboard powered by oranges

Events and Installations

12040E

2012 Branded Entertainment Gold Pencil

Mirada / Los Angeles

IBM

THINK: An Exploration Into Making the World Work Better

Events and Installations

12041E

2012 Branded Entertainment Silver Pencil

Leo Burnett Detroit / Troy

Troy Public Library

Book Burning Party

Events and Installations

12042E

2012 Branded Entertainment Silver Pencil

MetropolitanRepublic / Johanneesburg

Wimpy

Braille Burgers

Events and Installations

12043E

2012 Branded Entertainment Bronze Pencil

CP+B and Digitas / Boulder

American Express

Small Business Gets An Official Day

Events and Installations

12044E

2012 Branded Entertainment Bronze Pencil

Wieden+Kennedy New York / New York

Jordan

The Explosive Game

Events and Installations

12045E

2012 Branded Entertainment Gold Pencil

Leo Burnett Italy / Milan

MONTBLANC INTERNATIONAL GMBH

THE BEAUTY OF A SECOND

Best Brand Channel

12051E

2012 Branded Entertainment Silver Pencil

CP+B / Boulder

Burger King

Whopper Lust

Best Brand Channel

12052E

2012 Branded Entertainment Silver Pencil

Wieden + Kennedy, Portland / Portland

Old Spice

Old Spice YouTube

Best Brand Channel

12053E

2012 Branded Entertainment Bronze Pencil

CP+B and Digitas / Boulder

American Express

Small Business Gets An Official Day

Best Brand Channel

12054E

2012 Branded Entertainment Bronze Pencil

Leo Burnett, Toronto / Toronto

James Ready

James Ready Spelling Bee Lottery

Best Brand Channel

12055E

2012 Branded Entertainment Bronze Pencil

McKinney / durham

Abbott Laboratories

The Unstoppable Tour

Best Brand Channel

12056E

2012 Branded Entertainment Gold Pencil

TBWA Chiat Day, Los Angeles / Los Angeles

Nissan

GT Academy

Television / Reality/Unscripted Series

12004E

2012 Branded Entertainment Silver Pencil

Saatchi & Saatchi Australia / Sydney

Toyota Motor Corporation Australia

One Way In. One Way Out.

Television / Reality/Unscripted Series

12005E

2012 Branded Entertainment Silver Pencil

Special Group / Auckland

Lion Nathan / Diageo

The Smirnoff Night Project

Television / Reality/Unscripted Series

12006E

2012 Branded Entertainment Bronze Pencil

OgilvyEntertainment / New York

DuPont

Horizons

Television / Reality/Unscripted Series

12007E

2012 Branded Entertainment Gold Pencil

BBDO New York / New York

HBO

Dig Deeper

Online Branded Entertainment / Short-form

12027E

2012 Branded Entertainment Gold Pencil

Dentsu America / Harrison

Canon PowerShot

Your Second Shot

Online Branded Entertainment / Short-form

12028E

2012 Branded Entertainment Silver Pencil

BBDO New York / New York

AT&T

You've Got a Case

Online Branded Entertainment / Short-form

12029E

2012 Branded Entertainment Bronze Pencil

180LA / Santa Monica

Sony Electronics

Shipwreck Alley

Online Branded Entertainment / Short-form

12030E

2012 Branded Entertainment Bronze Pencil

Leo Burnett, Toronto / Toronto

Procter & Gamble - Cheer

Dig It! Get It!

Online Branded Entertainment / Short-form

12031E

2012 Branded Entertainment Bronze Pencil

Ogilvy Peru / Lima

English Excellence

Subtitles

Promos / Trailer/Cinema Promo

12062E

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