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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- Consumer - Advertising
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- Non-Profit - Advertising
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- Non-Profit - Ambient (Indoor & Outdoor)
- Non-Profit - Ambient / Environmental
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- Non-Profit - Architecture
- Non-Profit - Brand Identity (New or Rebrand) - Single or Series
- Non-Profit - Branded Social Campaign
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- Non-Profit - Brands, Products & Services
- Non-Profit - Broadcast & Moving Image
- Non-Profit - Cinema Advertising
- Non-Profit - Collateral
- Non-Profit - Collateral Design - Single or Series
- Non-Profit - Cross-Channel
- Non-Profit - Digital (Websites, Mobile, Social Media)
- Non-Profit - Environmental / Immersive Design
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- Non-Profit - Integrated Branding
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- Non-Profit - Online Films & Video
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- Non-Profit - Print
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- Non-Profit - Use of Technology
- Non-Profit - Web
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- Penta Pencil
Filter
Award
Agency
Client
Title
Category
Annual ID

#OptOutside
Agency: Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Client: REI Category: Consumer - Integrated Branding / Integrated Branding


The world addressed
Agency: what3words / London
Client: what3words Category: Innovation - Innovation in Mobile / Innovation in Mobile


Inspiring Spirit
Agency: Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore
Client: Scoot Category: Consumer - Brands, Products & Services / Integrated Campaign


Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single


Learning on the way
Agency: Sancho BBDO / Bogota
Client: ADN Category: Innovation - Innovation in Radio / Innovation in Radio


Taco Emoji Engine
Agency: Deutsch / Los Angeles
Client: Taco Bell Category: Consumer - Branded Social Campaign / Branded Social Campaign


The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Consumer - Immersive / Exhibitions


Call Brussels
Agency: Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client: visit.brussels Category: Consumer - Websites / Travel, Entertainment & Leisure


Funtastic Hand
Agency: Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Client: Cirec Foundation Category: Non-Profit - Physical / Digital / Physical / Digital


Nameless Paints
Agency: Dentsu Inc. / Tokyo
Client: Kokuyo Category: Innovation - Package Design / Package Design


Make Up Genius
Agency: McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Client: L'Oréal Paris Category: Consumer - Mobile / Utility


The Interactive Form
Agency: BETC / Paris + BETC Digital / Paris
Client: CANAL+ Category: Consumer - Digital / Websites, Microsites & Banners


Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups


#NOTCOMINGSOON
Agency: FRED & FARID / NEW YORK + MOONWALK FILMS / PARIS
Client: Remy Cointreau / Louis XIII Category: Consumer - Brand or Product Integration into Storyline / Film


The Unforgotten
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Non-Profit - Advertising / Advertising


Rocket Car
Agency: Wieden+Kennedy / Portland
Client: Old Spice Category: Consumer - Television / 60 Second - Single


Groceries Not Guns
Agency: Grey Canada / Toronto
Client: Moms Demand Action for Gun Sense in America Category: Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying


mt expo 2015
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Category: Consumer - Environmental / Immersive Design / Indoor Spaces


Open Road Project
Agency: DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client: Toyota Category: Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D


Shapes
Agency: emuni llp. / Tokyo
Client: Earth & Salt Category: Consumer - Collateral Design / Posters - Series


Loading
Agency: emuni llp. / Tokyo
Client: Rapyard Category: Consumer - Collateral Design / Posters - Series


#AllTreesAreBeautiful
Agency: Arnold Worldwide / New York + Havas Worldwide / New York
Client: Reese's Category: Craft - Response / Real-Time Activity / Response / Real-Time Activity


BBQ Cultures
Agency: Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client: Weber/Uncle Grey Category: Craft - Interface Design / Interface Design


Make Up Genius
Agency: McCann / Clichy + Image Metrics / Las Vegas + My Studio Factory / Paris
Client: L'Oréal Paris Category: Consumer - Use of Technology / Augmented Reality


Life Saving Dot
Agency: Grey Group / SIngapore
Client: Talwar Traders Category: CSR - Physical / Digital / Physical / Digital


Japanese Sake KOI
Agency: BULLET Inc. / Tokyo + Wakyo Shouten Co. Ltd. / Tokyo
Client: Imayotsukasa Sake Brewery Category: Consumer - Package Design / Single or Series


OH!-Saft - Squeeze Bottles
Agency: Leo Burnett Germany / Frankfurt
Client: mymuesli Category: Consumer - Package Design / Single or Series


Blueprint of Typographic Landscape
Agency: Grand Deluxe / Matsuyama
Client: Hori Architect Category: Craft - Typography - Single or Series / Typography - Single or Series


Sushi Fonts
Agency: HAKUHODO Inc. / Tokyo
Client: Tsukiji Tama Sushi Category: Craft - Typography - Single or Series / Typography - Single or Series


Mein Kampf - Against Racism
Agency: Ogilvy Germany /
Client: Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany Category: Non-Profit - Collateral / Collateral


Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Online Films & Video / Short Form - Single


Fast Forward, Lake
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single


Dinner Party
Agency: BBH / London + Outsider / London + MPC / London + Factory / London
Client: The Guardian & Observer Category: Consumer - Television / 30 Second - Single


I'm Weeding Right Now
Agency: dummy. / venice + mcgarrybowen / london + out-sider / london
Client: The Scotts Miracle-Gro Category: Consumer - Television / 30 Second - Single


Melanoma Likes Me
Agency: George Patterson Y&R / Brisbane
Client: Melanoma Patients Australia Category: Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)


20 Years
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Consumer - Newspaper / Full Page or Spread - Campaign


House of Cards - FU 2016
Agency: BBH NY / New York
Client: Netflix Category: Consumer - Other Branded Content / Custom Content


Inferno
Agency: Jung von Matt AG / Vienna + Salon Alpin / Vienna
Client: Falter Newspaper Category: Craft - Animation / Motion Graphics / Animation / Motion Graphics


Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Innovation - Environmental / Immersive Design / Environmental / Immersive Design


Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Online / Short Form Videos


Look Who's Driving
Agency: Forsman & Bodenfors / Gothenburg
Client: Volvo Trucks Category: Consumer - Online / Short Form Videos


High School Girl?
Agency: SHISEIDO CO., LTD. / Tokyo + SHISEIDO JAPAN CO., LTD. / Tokyo + WATTS OF TOKYO INC. / Tokyo
Client: Shiseido Category: Consumer - Online / Short Form Videos


Igugu
Agency: FCB 1886 / Johannesburg
Client: Cell C Category: Craft - Music / Sound / Music / Sound


GE Podcast Theatre presents The Message
Agency: BBDO / New York
Client: GE Category: Consumer - Branded Podcast / Branded Podcast


It's What You Do
Agency: The Martin Agency / Richmond + Hungry Man / New York
Client: GEICO Category: Consumer - Television / 30 Second - Campaign


The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Consumer - Environmental / Immersive Design / Brand Installations


mt expo yokohama
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Category: Consumer - Environmental / Immersive Design / Brand Installations


Close To Home
Agency: BBDO / New York
Client: AT&T Category: Craft - Cinematography / Cinematography


History of Sound
Agency: Stink / Los Angeles + TBWA\Media Arts Lab / Los Angeles
Client: Apple Music Category: Craft - Cinematography / Cinematography


Painting of Paints
Agency: DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + Sakano photo office / Tokyo + ADBRAIN Inc. / Tokyo
Client: Turner Colour Works Category: Craft - Illustration - Single or Series / Illustration - Single or Series


Award:
2016 Cross-Platform Gold Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Client:
REI
Title:
#OptOutside
Category:
Consumer - Integrated Branding / Integrated Branding
Annual ID:
CP16009G

Award:
2016 Mobile Gold Pencil
Agency:
what3words / London
Client:
what3words
Title:
The world addressed
Category:
Innovation - Innovation in Mobile / Innovation in Mobile
Annual ID:
MO16024G

Award:
2016 Public Relations Gold Pencil
Agency:
Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore
Client:
Scoot
Title:
Inspiring Spirit
Category:
Consumer - Brands, Products & Services / Integrated Campaign
Annual ID:
PR16008G

Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Annual ID:
FI16030G

Award:
2016 Radio Gold Pencil
Agency:
Sancho BBDO / Bogota
Client:
ADN
Title:
Learning on the way
Category:
Innovation - Innovation in Radio / Innovation in Radio
Annual ID:
RA16009G

Award:
2016 Social Media Gold Pencil
Agency:
Deutsch / Los Angeles
Client:
Taco Bell
Title:
Taco Emoji Engine
Category:
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16006G

Award:
2016 Responsive Environments Gold Pencil
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Consumer - Immersive / Exhibitions
Annual ID:
RE16003G

Award:
2016 Interactive Gold Pencil
Agency:
Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client:
visit.brussels
Title:
Call Brussels
Category:
Consumer - Websites / Travel, Entertainment & Leisure
Annual ID:
IN16008G

Award:
2016 Intellectual Property Gold Pencil
Agency:
Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Client:
Cirec Foundation
Title:
Funtastic Hand
Category:
Non-Profit - Physical / Digital / Physical / Digital
Annual ID:
IP16008G

Award:
2016 Design Gold Pencil
Agency:
Dentsu Inc. / Tokyo
Client:
Kokuyo
Title:
Nameless Paints
Category:
Innovation - Package Design / Package Design
Annual ID:
DE16060G

Award:
2016 UX / UI Gold Pencil
Agency:
McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Client:
L'Oréal Paris
Title:
Make Up Genius
Category:
Consumer - Mobile / Utility
Annual ID:
UX16006G

Award:
2016 Direct Gold Pencil
Agency:
BETC / Paris + BETC Digital / Paris
Client:
CANAL+
Title:
The Interactive Form
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16007G

Award:
2016 Print & Outdoor Gold Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups
Annual ID:
PO16038G

Award:
2016 Branded Entertainment Gold Pencil
Agency:
FRED & FARID / NEW YORK + MOONWALK FILMS / PARIS
Client:
Remy Cointreau / Louis XIII
Title:
#NOTCOMINGSOON
Category:
Consumer - Brand or Product Integration into Storyline / Film
Annual ID:
BE16019G

Award:
2016 Interactive Gold Pencil
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
The Unforgotten
Category:
Non-Profit - Advertising / Advertising
Annual ID:
IN16026G

Award:
2016 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Old Spice
Title:
Rocket Car
Category:
Consumer - Television / 60 Second - Single
Annual ID:
FI16001G

Award:
2016 Public Relations Gold Pencil
Agency:
Grey Canada / Toronto
Client:
Moms Demand Action for Gun Sense in America
Title:
Groceries Not Guns
Category:
Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying
Annual ID:
PR16021G

Award:
2016 Design Gold Pencil
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi
Title:
mt expo 2015
Category:
Consumer - Environmental / Immersive Design / Indoor Spaces
Annual ID:
DE16030G

Award:
2016 Intellectual Property Gold Pencil
Agency:
DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client:
Toyota
Title:
Open Road Project
Category:
Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Annual ID:
IP16010G

Award:
2016 Design Gold Pencil
Agency:
emuni llp. / Tokyo
Client:
Earth & Salt
Title:
Shapes
Category:
Consumer - Collateral Design / Posters - Series
Annual ID:
DE16001G

Award:
2016 Design Gold Pencil
Agency:
emuni llp. / Tokyo
Client:
Rapyard
Title:
Loading
Category:
Consumer - Collateral Design / Posters - Series
Annual ID:
DE16002G

Award:
2016 Public Relations Gold Pencil
Agency:
Arnold Worldwide / New York + Havas Worldwide / New York
Client:
Reese's
Title:
#AllTreesAreBeautiful
Category:
Craft - Response / Real-Time Activity / Response / Real-Time Activity
Annual ID:
PR16026G

Award:
2016 UX / UI Gold Pencil
Agency:
Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client:
Weber/Uncle Grey
Title:
BBQ Cultures
Category:
Craft - Interface Design / Interface Design
Annual ID:
UX16020G

Award:
2016 Mobile Gold Pencil
Agency:
McCann / Clichy + Image Metrics / Las Vegas + My Studio Factory / Paris
Client:
L'Oréal Paris
Title:
Make Up Genius
Category:
Consumer - Use of Technology / Augmented Reality
Annual ID:
MO16009G

Award:
2016 Intellectual Property Gold Pencil
Agency:
Grey Group / SIngapore
Client:
Talwar Traders
Title:
Life Saving Dot
Category:
CSR - Physical / Digital / Physical / Digital
Annual ID:
IP16005G

Award:
2016 Design Gold Pencil
Agency:
BULLET Inc. / Tokyo + Wakyo Shouten Co. Ltd. / Tokyo
Client:
Imayotsukasa Sake Brewery
Title:
Japanese Sake KOI
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16024G

Award:
2016 Design Gold Pencil
Agency:
Leo Burnett Germany / Frankfurt
Client:
mymuesli
Title:
OH!-Saft - Squeeze Bottles
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16025G

Award:
2016 Design Gold Pencil
Agency:
Grand Deluxe / Matsuyama
Client:
Hori Architect
Title:
Blueprint of Typographic Landscape
Category:
Craft - Typography - Single or Series / Typography - Single or Series
Annual ID:
DE16073G

Award:
2016 Design Gold Pencil
Agency:
HAKUHODO Inc. / Tokyo
Client:
Tsukiji Tama Sushi
Title:
Sushi Fonts
Category:
Craft - Typography - Single or Series / Typography - Single or Series
Annual ID:
DE16074G

Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy Germany /
Client:
Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany
Title:
Mein Kampf - Against Racism
Category:
Non-Profit - Collateral / Collateral
Annual ID:
PO16049G

Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16037G

Award:
2016 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Lake
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16038G

Award:
2016 Film Gold Pencil
Agency:
BBH / London + Outsider / London + MPC / London + Factory / London
Client:
The Guardian & Observer
Title:
Dinner Party
Category:
Consumer - Television / 30 Second - Single
Annual ID:
FI16006G

Award:
2016 Film Gold Pencil
Agency:
dummy. / venice + mcgarrybowen / london + out-sider / london
Client:
The Scotts Miracle-Gro
Title:
I'm Weeding Right Now
Category:
Consumer - Television / 30 Second - Single
Annual ID:
FI16007G

Award:
2016 Direct Gold Pencil
Agency:
George Patterson Y&R / Brisbane
Client:
Melanoma Patients Australia
Title:
Melanoma Likes Me
Category:
Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)
Annual ID:
DI16033G

Award:
2016 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
20 Years
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16003G

Award:
2016 Branded Entertainment Gold Pencil
Agency:
BBH NY / New York
Client:
Netflix
Title:
House of Cards - FU 2016
Category:
Consumer - Other Branded Content / Custom Content
Annual ID:
BE16022G

Award:
2016 Interactive Gold Pencil
Agency:
Jung von Matt AG / Vienna + Salon Alpin / Vienna
Client:
Falter Newspaper
Title:
Inferno
Category:
Craft - Animation / Motion Graphics / Animation / Motion Graphics
Annual ID:
IN16033G

Award:
2016 Design Gold Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Innovation - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16056G

Award:
2016 Branded Entertainment Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16006G

Award:
2016 Branded Entertainment Gold Pencil
Agency:
Forsman & Bodenfors / Gothenburg
Client:
Volvo Trucks
Title:
Look Who's Driving
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16007G

Award:
2016 Branded Entertainment Gold Pencil
Agency:
SHISEIDO CO., LTD. / Tokyo + SHISEIDO JAPAN CO., LTD. / Tokyo + WATTS OF TOKYO INC. / Tokyo
Client:
Shiseido
Title:
High School Girl?
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16008G

Award:
2016 Radio Gold Pencil
Agency:
FCB 1886 / Johannesburg
Client:
Cell C
Title:
Igugu
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
RA16012G

Award:
2016 Radio Gold Pencil
Agency:
BBDO / New York
Client:
GE
Title:
GE Podcast Theatre presents The Message
Category:
Consumer - Branded Podcast / Branded Podcast
Annual ID:
RA16006G

Award:
2016 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Hungry Man / New York
Client:
GEICO
Title:
It's What You Do
Category:
Consumer - Television / 30 Second - Campaign
Annual ID:
FI16012G

Award:
2016 Design Gold Pencil
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Consumer - Environmental / Immersive Design / Brand Installations
Annual ID:
DE16033G

Award:
2016 Design Gold Pencil
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi
Title:
mt expo yokohama
Category:
Consumer - Environmental / Immersive Design / Brand Installations
Annual ID:
DE16034G

Award:
2016 Film Gold Pencil
Agency:
BBDO / New York
Client:
AT&T
Title:
Close To Home
Category:
Craft - Cinematography / Cinematography
Annual ID:
FI16079G

Award:
2016 Film Gold Pencil
Agency:
Stink / Los Angeles + TBWA\Media Arts Lab / Los Angeles
Client:
Apple Music
Title:
History of Sound
Category:
Craft - Cinematography / Cinematography
Annual ID:
FI16080G
