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

What Lives Inside Agency: Pereira & O'Dell / San Francisco Client: Intel Category: Consumer - Online / Long Form Videos
Can this 17 year-old reignite the golden age of Hip Hop? Meet AFRO. 10MM views and counting. Agency: Woven Digital / Culver City + American Honda Motor Co. / Torrance + Mediavest / Los Angeles Client: American Honda Motor Co. Category: Consumer - Online / Long Form Videos
3-second Cooking, Super Fried Dumpling Agency: TOKYU AGENCY INC. / Tokyo Client: NTT DOCOMO Category: Consumer - Broadcast & Film / Branded Film
What Lives Inside Agency: Pereira & O'Dell / San Francisco Client: Intel Category: Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)
CONAN Clueless Gamer for Fallout 4 Agency: Team Coco / Los Angeles + Turner Entertainment Networks / New York + Fearless Media / New York Client: Bethesda Game Studios Category: Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)
Close To Home Agency: BBDO / New York Client: AT&T Category: Craft - Cinematography / Cinematography
The Snickers Write-off Agency: BBDO / New York Client: Mars Chocolate North America/Snickers Category: Consumer - Online / Branded Documentary
Call of Duty: Black Ops III "Seize Glory" Agency: 72andSunny / Los Angeles Client: Activision Category: Craft - Writing / Writing
Wonderful Hold Music Agency: Clemenger BBDO / Melbourne Client: Myer Category: CSR - Music / Music
Move Update. The Open Source Project Agency: DDB&tribal / Warsaw Client: McDonald's Polska Category: CSR - Branded Gaming & Mobile / Branded Gaming & Mobile
The double 11 speech of The White House President of the United States Agency: Alibaba Group / Hangzhou Client: Alibaba Group Category: Consumer - Broadcast & Film / Branded Television
The Gentleman's Wager II Agency: Anomaly / New York / Amsterdam + RSA Films / Los Angeles, CA Client: Johnnie Walker - Diageo Category: Craft - Direction / Direction
Close To Home Agency: BBDO / New York Client: AT&T Category: Craft - Direction / Direction
The Game Starts Here Agency: R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles Client: Beats By Dr. Dre Category: Craft - Direction / Direction
Turn The Bezel Agency: R/GA / New York Client: Samsung Category: Craft - Direction / Direction
Paper Agency: RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica Client: American Honda Motor Category: Craft - Direction / Direction
The Last Shot Agency: AKQA / San Francisco + LOS YORK / Los Angeles Client: Jordan Brand Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
GE Podcast Theatre presents The Message Agency: BBDO / New York Client: GE Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Smiles Trip Book Agency: FCB BRASIL / SAO PAULO Client: Smiles Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Nivea Doll Agency: FCB BRASIL / SAO PAULO Client: BDF Nivea Brasil Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Inside Abbey Road Agency: Google Creative Lab / London + Stinkdigital / London Client: Google Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
The Interactive Parking Billboard Agency: Leo Burnett Germany / Frankfurt Client: Fiat Germany Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Game of Balls Agency: M&C Saatchi / Sydney + Bang PR / Sydney + Digital Playground / Los Angeles Client: Blue Ball Foundation Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Survival Billboard Agency: McCann / London + Momentum Worldwide / London Client: Microsoft Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
The Tweeting Pothole Agency: P4 Ogilvy&Mather / Panama Client: Medcom Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Unskippable Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Canon Gig App Agency: Uncle Grey / Copenhagen + MediaMonks / Amsterdam Client: Canon/Uncle Grey Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Never Stop Agency: Mekanism / San Francisco + Sister / San Francisco Client: The North Face Category: Craft - Editing / Editing
Color for the Colorblind Agency: FCB / Chicago, IL Client: Valspar Category: Consumer - Other Branded Content / Co-Promotions
Mein Kampf - Against Racism Agency: Ogilvy Germany / Client: Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany Category: Consumer - Other Branded Content / Co-Promotions
Sports Alphabet Agency: barrettSF / San Francisco + Gentleman Scholar / Los Angeles + Barking Owl / Los Angeles + One Union Recording / San Francisco Client: Bleacher Report Category: Consumer - Online / Short Form Videos
The Art Heist for Good Agency: Deutsch / New York Client: WATERisLIFE Category: Consumer - Online / Short Form Videos
805 Million Names Agency: Forsman & Bodenfors / Gothenburg + New Land / Iconoclast / Stockholm + Be On / Stockholm + Matter / Stockholm Client: United Nations World Food Programme Category: Consumer - Online / Short Form Videos
HALO 5: Guardians - A Hero Falls Agency: twofifteenmccann / San Francisco + Furlined / Los Angeles Client: XBOX Category: Consumer - Online / Short Form Videos
Decoy Agency: Leo Burnett, Sydney / Millers Point + The Pool Collective / Sydney Client: Canon Australia Category: Consumer - Online / Short Form Videos
The Game Starts Here Agency: R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles Client: Beats By Dr. Dre Category: Consumer - Online / Short Form Videos
Fast Forward, Hike Agency: The Martin Agency / Richmond + Furlined / New York Client: GEICO Category: Consumer - Online / Short Form Videos
Fast Forward, Going Up Agency: The Martin Agency / Richmond + Furlined / New York Client: GEICO Category: Consumer - Online / Short Form Videos
Unskippable, Family Long Form Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Consumer - Online / Short Form Videos
Unskippable, Elevator Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Consumer - Online / Short Form Videos
Operation Boomerang Agency: The Monkeys / Sydney + Rabbit / Sydney Client: Meat & Livestock Australia Category: Consumer - Online / Short Form Videos
SHOTTASoCo Agency: Wieden+Kennedy / New York + Caviar / Los Angeles Client: Southern Comfort Category: Consumer - Online / Short Form Videos
Actual Reality Agency: Y&R New Zealand / Auckland Client: Jaguar New Zealand Category: Consumer - Online / Short Form Videos
#BetterForBaby Agency: Saatchi & Saatchi NY / New York + Über Content / Hollywood + Pulse Films / Los Angeles + Cosmo Street / New York Client: Procter & Gamble Category: Consumer - Music / Creative Use of Music Supporting a Brand
Witness Greatness Compton Agency: TBWA Chiat Day / Los Angeles + Alldayeveryday / Los Angeles + Cut & Run / Los Angeles + Apache / Los Angeles Client: The Grammys Category: Consumer - Music / Creative Use of Music Supporting a Brand
Miserable in Puerto Rico Agency: J. Walter Thompson Puerto Rico / San Juan Client: Puerto Rico Tourism Company Category: Consumer - Other Branded Content / User Generated Content
Line Insurance Agency: Arnold Worldwide / Boston Client: Progressive Insurance Category: Consumer - Other Branded Content / Live Events
The Namechanger Agency: Jung von Matt AG / Hamburg Client: Deutsches Kinderhilfswerk Category: Consumer - Other Branded Content / Live Events
Peace on 5th Agency: m:united//McCann / New York + Tool / Santa Monica Client: Microsoft Category: Consumer - Other Branded Content / Live Events
Survival Billboard Agency: McCann / London + Momentum Worldwide / London Client: Microsoft Category: Consumer - Other Branded Content / Live Events

2016 Branded Entertainment Merit Award

Pereira & O'Dell / San Francisco

Intel

What Lives Inside

Consumer - Online / Long Form Videos

BE16068M

2016 Branded Entertainment Merit Award

Woven Digital / Culver City + American Honda Motor Co. / Torrance + Mediavest / Los Angeles

American Honda Motor Co.

Can this 17 year-old reignite the golden age of Hip Hop? Meet AFRO. 10MM views and counting.

Consumer - Online / Long Form Videos

BE16069M

2016 Branded Entertainment Merit Award

TOKYU AGENCY INC. / Tokyo

NTT DOCOMO

3-second Cooking, Super Fried Dumpling

Consumer - Broadcast & Film / Branded Film

BE16054M

2016 Branded Entertainment Merit Award

Pereira & O'Dell / San Francisco

Intel

What Lives Inside

Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)

BE16074M

2016 Branded Entertainment Merit Award

Team Coco / Los Angeles + Turner Entertainment Networks / New York + Fearless Media / New York

Bethesda Game Studios

CONAN Clueless Gamer for Fallout 4

Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)

BE16075M

2016 Branded Entertainment Merit Award

BBDO / New York

AT&T

Close To Home

Craft - Cinematography / Cinematography

BE16114M

2016 Branded Entertainment Merit Award

BBDO / New York

Mars Chocolate North America/Snickers

The Snickers Write-off

Consumer - Online / Branded Documentary

BE16070M

2016 Branded Entertainment Merit Award

72andSunny / Los Angeles

Activision

Call of Duty: Black Ops III "Seize Glory"

Craft - Writing / Writing

BE16113M

2016 Branded Entertainment Merit Award

Clemenger BBDO / Melbourne

Myer

Wonderful Hold Music

CSR - Music / Music

BE16096M

2016 Branded Entertainment Merit Award

DDB&tribal / Warsaw

McDonald's Polska

Move Update. The Open Source Project

CSR - Branded Gaming & Mobile / Branded Gaming & Mobile

BE16095M

2016 Branded Entertainment Merit Award

Alibaba Group / Hangzhou

Alibaba Group

The double 11 speech of The White House President of the United States

Consumer - Broadcast & Film / Branded Television

BE16052M

2016 Branded Entertainment Merit Award

Anomaly / New York / Amsterdam + RSA Films / Los Angeles, CA

Johnnie Walker - Diageo

The Gentleman's Wager II

Craft - Direction / Direction

BE16108M

2016 Branded Entertainment Merit Award

BBDO / New York

AT&T

Close To Home

Craft - Direction / Direction

BE16109M

2016 Branded Entertainment Merit Award

R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles

Beats By Dr. Dre

The Game Starts Here

Craft - Direction / Direction

BE16110M

2016 Branded Entertainment Merit Award

R/GA / New York

Samsung

Turn The Bezel

Craft - Direction / Direction

BE16111M

2016 Branded Entertainment Merit Award

RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica

American Honda Motor

Paper

Craft - Direction / Direction

BE16112M

2016 Branded Entertainment Merit Award

AKQA / San Francisco + LOS YORK / Los Angeles

Jordan Brand

The Last Shot

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16097M

2016 Branded Entertainment Merit Award

BBDO / New York

GE

GE Podcast Theatre presents The Message

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16098M

2016 Branded Entertainment Merit Award

FCB BRASIL / SAO PAULO

Smiles

Smiles Trip Book

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16099M

2016 Branded Entertainment Merit Award

FCB BRASIL / SAO PAULO

BDF Nivea Brasil

Nivea Doll

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16100M

2016 Branded Entertainment Merit Award

Google Creative Lab / London + Stinkdigital / London

Google

Inside Abbey Road

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16101M

2016 Branded Entertainment Merit Award

Leo Burnett Germany / Frankfurt

Fiat Germany

The Interactive Parking Billboard

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16102M

2016 Branded Entertainment Merit Award

M&C Saatchi / Sydney + Bang PR / Sydney + Digital Playground / Los Angeles

Blue Ball Foundation

Game of Balls

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16103M

2016 Branded Entertainment Merit Award

McCann / London + Momentum Worldwide / London

Microsoft

Survival Billboard

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16104M

2016 Branded Entertainment Merit Award

P4 Ogilvy&Mather / Panama

Medcom

The Tweeting Pothole

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16105M

2016 Branded Entertainment Merit Award

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Unskippable

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16106M

2016 Branded Entertainment Merit Award

Uncle Grey / Copenhagen + MediaMonks / Amsterdam

Canon/Uncle Grey

Canon Gig App

Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment

BE16107M

2016 Branded Entertainment Merit Award

Mekanism / San Francisco + Sister / San Francisco

The North Face

Never Stop

Craft - Editing / Editing

BE16115M

2016 Branded Entertainment Merit Award

FCB / Chicago, IL

Valspar

Color for the Colorblind

Consumer - Other Branded Content / Co-Promotions

BE16081M

2016 Branded Entertainment Merit Award

Ogilvy Germany /

Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany

Mein Kampf - Against Racism

Consumer - Other Branded Content / Co-Promotions

BE16082M

2016 Branded Entertainment Merit Award

barrettSF / San Francisco + Gentleman Scholar / Los Angeles + Barking Owl / Los Angeles + One Union Recording / San Francisco

Bleacher Report

Sports Alphabet

Consumer - Online / Short Form Videos

BE16055M

2016 Branded Entertainment Merit Award

Deutsch / New York

WATERisLIFE

The Art Heist for Good

Consumer - Online / Short Form Videos

BE16056M

2016 Branded Entertainment Merit Award

Forsman & Bodenfors / Gothenburg + New Land / Iconoclast / Stockholm + Be On / Stockholm + Matter / Stockholm

United Nations World Food Programme

805 Million Names

Consumer - Online / Short Form Videos

BE16057M

2016 Branded Entertainment Merit Award

twofifteenmccann / San Francisco + Furlined / Los Angeles

XBOX

HALO 5: Guardians - A Hero Falls

Consumer - Online / Short Form Videos

BE16058M

2016 Branded Entertainment Merit Award

Leo Burnett, Sydney / Millers Point + The Pool Collective / Sydney

Canon Australia

Decoy

Consumer - Online / Short Form Videos

BE16059M

2016 Branded Entertainment Merit Award

R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles

Beats By Dr. Dre

The Game Starts Here

Consumer - Online / Short Form Videos

BE16060M

2016 Branded Entertainment Merit Award

The Martin Agency / Richmond + Furlined / New York

GEICO

Fast Forward, Hike

Consumer - Online / Short Form Videos

BE16061M

2016 Branded Entertainment Merit Award

The Martin Agency / Richmond + Furlined / New York

GEICO

Fast Forward, Going Up

Consumer - Online / Short Form Videos

BE16062M

2016 Branded Entertainment Merit Award

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Unskippable, Family Long Form

Consumer - Online / Short Form Videos

BE16063M

2016 Branded Entertainment Merit Award

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Unskippable, Elevator

Consumer - Online / Short Form Videos

BE16064M

2016 Branded Entertainment Merit Award

The Monkeys / Sydney + Rabbit / Sydney

Meat & Livestock Australia

Operation Boomerang

Consumer - Online / Short Form Videos

BE16065M

2016 Branded Entertainment Merit Award

Wieden+Kennedy / New York + Caviar / Los Angeles

Southern Comfort

SHOTTASoCo

Consumer - Online / Short Form Videos

BE16066M

2016 Branded Entertainment Merit Award

Y&R New Zealand / Auckland

Jaguar New Zealand

Actual Reality

Consumer - Online / Short Form Videos

BE16067M

2016 Branded Entertainment Merit Award

Saatchi & Saatchi NY / New York + Über Content / Hollywood + Pulse Films / Los Angeles + Cosmo Street / New York

Procter & Gamble

#BetterForBaby

Consumer - Music / Creative Use of Music Supporting a Brand

BE16091M

2016 Branded Entertainment Merit Award

TBWA Chiat Day / Los Angeles + Alldayeveryday / Los Angeles + Cut & Run / Los Angeles + Apache / Los Angeles

The Grammys

Witness Greatness Compton

Consumer - Music / Creative Use of Music Supporting a Brand

BE16092M

2016 Branded Entertainment Merit Award

J. Walter Thompson Puerto Rico / San Juan

Puerto Rico Tourism Company

Miserable in Puerto Rico

Consumer - Other Branded Content / User Generated Content

BE16083M

2016 Branded Entertainment Merit Award

Arnold Worldwide / Boston

Progressive Insurance

Line Insurance

Consumer - Other Branded Content / Live Events

BE16084M

2016 Branded Entertainment Merit Award

Jung von Matt AG / Hamburg

Deutsches Kinderhilfswerk

The Namechanger

Consumer - Other Branded Content / Live Events

BE16085M

2016 Branded Entertainment Merit Award

m:united//McCann / New York + Tool / Santa Monica

Microsoft

Peace on 5th

Consumer - Other Branded Content / Live Events

BE16086M

2016 Branded Entertainment Merit Award

McCann / London + Momentum Worldwide / London

Microsoft

Survival Billboard

Consumer - Other Branded Content / Live Events

BE16087M

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