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
Inactivity Tracker
Agency: FCB / Chicago
Client: Joe Boxer Category: Consumer - Gaming & Mobile / Branded Mobile
Honda Road Readers
Agency: RPA / Santa Monica + M ss ng p eces / Los Angeles + Butcher Editorial / Santa Monica + Lime Studios / Santa Monica
Client: American Honda Motor Category: Consumer - Gaming & Mobile / Branded Mobile
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
The First Ever Pinterest Yard Sale
Agency: Deutsch / New York
Client: Krylon Category: Consumer - Other Branded Content / Custom Content
Advice Wipes
Agency: McCann / New York + O Positive / New York
Client: Tommee Tippee Category: Consumer - Other Branded Content / Custom Content
Unboxing "Notification"
Agency: McKinney / Durham + Imperial Woodpecker / Santa Monica + Arcade Edit LA / Santa Monica + Timber / Santa Monica
Client: Samsung Telecommunications of America Category: Consumer - Other Branded Content / Custom Content
Beer Tooth Implant
Agency: Ogilvy & Mather / Buenos Aires + Huinca Cine / Buenos Aires + ControlZ / Buenos Aires + TDL Music / Buenos Aires
Client: CCU - Compañía Cervecerías Unidas Category: Consumer - Other Branded Content / Custom Content
Netflix Fest
Agency: Ogilvy&Mather / Paris + We Love Art / Paris + Big District / Paris
Client: Netflix Category: Consumer - Other Branded Content / Custom Content
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
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
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
The Gentleman's Wager II
Agency: Anomaly / New York / Amsterdam + RSA Films / Los Angeles, CA
Client: Johnnie Walker - Diageo 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
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
Call of Duty: Black Ops III "Seize Glory"
Agency: 72andSunny / Los Angeles
Client: Activision Category: Craft - Writing / Writing
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)
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
The Softtest
Agency: Ogilvy & Mather / Singapore
Client: Unilever Category: Consumer - Other Branded Content / Live Events
Hockey Heaven
Agency: Rethink / Toronto, Montreal, Vancouver + Spy Films / Toronto + Untitled Films / Toronto
Client: Molson Canadian Category: Consumer - Other Branded Content / Live Events
Move Update. The Open Source Project
Agency: DDB&tribal / Warsaw
Client: McDonald's Polska Category: CSR - Branded Gaming & Mobile / Branded Gaming & Mobile
The Snickers Write-off
Agency: BBDO / New York
Client: Mars Chocolate North America/Snickers Category: Consumer - Online / Branded Documentary
3-second Cooking, Super Fried Dumpling
Agency: TOKYU AGENCY INC. / Tokyo
Client: NTT DOCOMO Category: Consumer - Broadcast & Film / Branded Film
#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
I Skip Leg Day
Agency: BBDO GmbH / Berlin + BBDO Group Germany GmbH / Berlin
Client: Mercedes-Benz Category: Craft - Music / Sound / Music / Sound
Breathless Choir
Agency: Ogilvy & Mather / London
Client: Philips Category: Craft - Music / Sound / Music / Sound
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 Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Award:
2016 Branded Entertainment Merit Award
Agency:
FCB / Chicago
Client:
Joe Boxer
Title:
Inactivity Tracker
Category:
Consumer - Gaming & Mobile / Branded Mobile
Annual ID:
BE16072M
Award:
2016 Branded Entertainment Merit Award
Agency:
RPA / Santa Monica + M ss ng p eces / Los Angeles + Butcher Editorial / Santa Monica + Lime Studios / Santa Monica
Client:
American Honda Motor
Title:
Honda Road Readers
Category:
Consumer - Gaming & Mobile / Branded Mobile
Annual ID:
BE16073M
Award:
2016 Branded Entertainment Merit Award
Agency:
Mekanism / San Francisco + Sister / San Francisco
Client:
The North Face
Title:
Never Stop
Category:
Craft - Editing / Editing
Annual ID:
BE16115M
Award:
2016 Branded Entertainment Merit Award
Agency:
FCB / Chicago, IL
Client:
Valspar
Title:
Color for the Colorblind
Category:
Consumer - Other Branded Content / Co-Promotions
Annual ID:
BE16081M
Award:
2016 Branded Entertainment Merit Award
Agency:
Ogilvy Germany /
Client:
Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany
Title:
Mein Kampf - Against Racism
Category:
Consumer - Other Branded Content / Co-Promotions
Annual ID:
BE16082M
Award:
2016 Branded Entertainment Merit Award
Agency:
Deutsch / New York
Client:
Krylon
Title:
The First Ever Pinterest Yard Sale
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16076M
Award:
2016 Branded Entertainment Merit Award
Agency:
McCann / New York + O Positive / New York
Client:
Tommee Tippee
Title:
Advice Wipes
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16077M
Award:
2016 Branded Entertainment Merit Award
Agency:
McKinney / Durham + Imperial Woodpecker / Santa Monica + Arcade Edit LA / Santa Monica + Timber / Santa Monica
Client:
Samsung Telecommunications of America
Title:
Unboxing "Notification"
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16078M
Award:
2016 Branded Entertainment Merit Award
Agency:
Ogilvy & Mather / Buenos Aires + Huinca Cine / Buenos Aires + ControlZ / Buenos Aires + TDL Music / Buenos Aires
Client:
CCU - Compañía Cervecerías Unidas
Title:
Beer Tooth Implant
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16079M
Award:
2016 Branded Entertainment Merit Award
Agency:
Ogilvy&Mather / Paris + We Love Art / Paris + Big District / Paris
Client:
Netflix
Title:
Netflix Fest
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16080M
Award:
2016 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan
Client:
Puerto Rico Tourism Company
Title:
Miserable in Puerto Rico
Category:
Consumer - Other Branded Content / User Generated Content
Annual ID:
BE16083M
Award:
2016 Branded Entertainment Merit Award
Agency:
Pereira & O'Dell / San Francisco
Client:
Intel
Title:
What Lives Inside
Category:
Consumer - Online / Long Form Videos
Annual ID:
BE16068M
Award:
2016 Branded Entertainment Merit Award
Agency:
Woven Digital / Culver City + American Honda Motor Co. / Torrance + Mediavest / Los Angeles
Client:
American Honda Motor Co.
Title:
Can this 17 year-old reignite the golden age of Hip Hop? Meet AFRO. 10MM views and counting.
Category:
Consumer - Online / Long Form Videos
Annual ID:
BE16069M
Award:
2016 Branded Entertainment Merit Award
Agency:
barrettSF / San Francisco + Gentleman Scholar / Los Angeles + Barking Owl / Los Angeles + One Union Recording / San Francisco
Client:
Bleacher Report
Title:
Sports Alphabet
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16055M
Award:
2016 Branded Entertainment Merit Award
Agency:
Deutsch / New York
Client:
WATERisLIFE
Title:
The Art Heist for Good
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16056M
Award:
2016 Branded Entertainment Merit Award
Agency:
Forsman & Bodenfors / Gothenburg + New Land / Iconoclast / Stockholm + Be On / Stockholm + Matter / Stockholm
Client:
United Nations World Food Programme
Title:
805 Million Names
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16057M
Award:
2016 Branded Entertainment Merit Award
Agency:
twofifteenmccann / San Francisco + Furlined / Los Angeles
Client:
XBOX
Title:
HALO 5: Guardians - A Hero Falls
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16058M
Award:
2016 Branded Entertainment Merit Award
Agency:
Leo Burnett, Sydney / Millers Point + The Pool Collective / Sydney
Client:
Canon Australia
Title:
Decoy
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16059M
Award:
2016 Branded Entertainment Merit Award
Agency:
R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles
Client:
Beats By Dr. Dre
Title:
The Game Starts Here
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16060M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Hike
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16061M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Going Up
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16062M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Unskippable, Family Long Form
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16063M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Unskippable, Elevator
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16064M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Monkeys / Sydney + Rabbit / Sydney
Client:
Meat & Livestock Australia
Title:
Operation Boomerang
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16065M
Award:
2016 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / New York + Caviar / Los Angeles
Client:
Southern Comfort
Title:
SHOTTASoCo
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16066M
Award:
2016 Branded Entertainment Merit Award
Agency:
Y&R New Zealand / Auckland
Client:
Jaguar New Zealand
Title:
Actual Reality
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16067M
Award:
2016 Branded Entertainment Merit Award
Agency:
Anomaly / New York / Amsterdam + RSA Films / Los Angeles, CA
Client:
Johnnie Walker - Diageo
Title:
The Gentleman's Wager II
Category:
Craft - Direction / Direction
Annual ID:
BE16108M
Award:
2016 Branded Entertainment Merit Award
Agency:
BBDO / New York
Client:
AT&T
Title:
Close To Home
Category:
Craft - Direction / Direction
Annual ID:
BE16109M
Award:
2016 Branded Entertainment Merit Award
Agency:
R/GA 's Hustle / London + Beats By Dr. Dre / Los Angeles
Client:
Beats By Dr. Dre
Title:
The Game Starts Here
Category:
Craft - Direction / Direction
Annual ID:
BE16110M
Award:
2016 Branded Entertainment Merit Award
Agency:
R/GA / New York
Client:
Samsung
Title:
Turn The Bezel
Category:
Craft - Direction / Direction
Annual ID:
BE16111M
Award:
2016 Branded Entertainment Merit Award
Agency:
RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica
Client:
American Honda Motor
Title:
Paper
Category:
Craft - Direction / Direction
Annual ID:
BE16112M
Award:
2016 Branded Entertainment Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision
Title:
Call of Duty: Black Ops III "Seize Glory"
Category:
Craft - Writing / Writing
Annual ID:
BE16113M
Award:
2016 Branded Entertainment Merit Award
Agency:
Pereira & O'Dell / San Francisco
Client:
Intel
Title:
What Lives Inside
Category:
Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)
Annual ID:
BE16074M
Award:
2016 Branded Entertainment Merit Award
Agency:
Team Coco / Los Angeles + Turner Entertainment Networks / New York + Fearless Media / New York
Client:
Bethesda Game Studios
Title:
CONAN Clueless Gamer for Fallout 4
Category:
Consumer - Brand or Product Integration into Storyline / TV (Drama, Comedy or Reality Series)
Annual ID:
BE16075M
Award:
2016 Branded Entertainment Merit Award
Agency:
Arnold Worldwide / Boston
Client:
Progressive Insurance
Title:
Line Insurance
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16084M
Award:
2016 Branded Entertainment Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
Deutsches Kinderhilfswerk
Title:
The Namechanger
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16085M
Award:
2016 Branded Entertainment Merit Award
Agency:
m:united//McCann / New York + Tool / Santa Monica
Client:
Microsoft
Title:
Peace on 5th
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16086M
Award:
2016 Branded Entertainment Merit Award
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16087M
Award:
2016 Branded Entertainment Merit Award
Agency:
Ogilvy & Mather / Singapore
Client:
Unilever
Title:
The Softtest
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16089M
Award:
2016 Branded Entertainment Merit Award
Agency:
Rethink / Toronto, Montreal, Vancouver + Spy Films / Toronto + Untitled Films / Toronto
Client:
Molson Canadian
Title:
Hockey Heaven
Category:
Consumer - Other Branded Content / Live Events
Annual ID:
BE16090M
Award:
2016 Branded Entertainment Merit Award
Agency:
DDB&tribal / Warsaw
Client:
McDonald's Polska
Title:
Move Update. The Open Source Project
Category:
CSR - Branded Gaming & Mobile / Branded Gaming & Mobile
Annual ID:
BE16095M
Award:
2016 Branded Entertainment Merit Award
Agency:
BBDO / New York
Client:
Mars Chocolate North America/Snickers
Title:
The Snickers Write-off
Category:
Consumer - Online / Branded Documentary
Annual ID:
BE16070M
Award:
2016 Branded Entertainment Merit Award
Agency:
TOKYU AGENCY INC. / Tokyo
Client:
NTT DOCOMO
Title:
3-second Cooking, Super Fried Dumpling
Category:
Consumer - Broadcast & Film / Branded Film
Annual ID:
BE16054M
Award:
2016 Branded Entertainment Merit Award
Agency:
Saatchi & Saatchi NY / New York + Über Content / Hollywood + Pulse Films / Los Angeles + Cosmo Street / New York
Client:
Procter & Gamble
Title:
#BetterForBaby
Category:
Consumer - Music / Creative Use of Music Supporting a Brand
Annual ID:
BE16091M
Award:
2016 Branded Entertainment Merit Award
Agency:
TBWA Chiat Day / Los Angeles + Alldayeveryday / Los Angeles + Cut & Run / Los Angeles + Apache / Los Angeles
Client:
The Grammys
Title:
Witness Greatness Compton
Category:
Consumer - Music / Creative Use of Music Supporting a Brand
Annual ID:
BE16092M
Award:
2016 Branded Entertainment Merit Award
Agency:
BBDO GmbH / Berlin + BBDO Group Germany GmbH / Berlin
Client:
Mercedes-Benz
Title:
I Skip Leg Day
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
BE16116M
Award:
2016 Branded Entertainment Merit Award
Agency:
Ogilvy & Mather / London
Client:
Philips
Title:
Breathless Choir
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
BE16117M
Award:
2016 Branded Entertainment Merit Award
Agency:
Alibaba Group / Hangzhou
Client:
Alibaba Group
Title:
The double 11 speech of The White House President of the United States
Category:
Consumer - Broadcast & Film / Branded Television
Annual ID:
BE16052M
Award:
2016 Branded Entertainment Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Myer
Title:
Wonderful Hold Music
Category:
CSR - Music / Music
Annual ID:
BE16096M
Award:
2016 Branded Entertainment Merit Award
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16097M
