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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- CSR - Advertising
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- CSR - Broadcast & Moving Image
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- Innovation - Advertising
- Innovation - Ambient (Indoor & Outdoor)
- Innovation - Brand Identity (New or Rebrand)
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- Innovation - Environmental / Immersive Design
- Innovation - Experimental / Internal Projects / R&D
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- Innovation - Use of Technology
- Innovation - Web
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- Non-Profit - Advertising
- Non-Profit - Advertising on Mobile Devices
- Non-Profit - Ambient (Indoor & Outdoor)
- Non-Profit - Ambient / Environmental
- Non-Profit - Applications & Sites
- Non-Profit - Architecture
- Non-Profit - Brand Identity (New or Rebrand) - Single or Series
- Non-Profit - Branded Social Campaign
- Non-Profit - Branded Social Post
- 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
- Non-Profit - Experiential Advertising
- Non-Profit - Integrated Branding
- Non-Profit - Mobile
- Non-Profit - Online Films & Video
- Non-Profit - Physical / Digital
- Non-Profit - Print
- Non-Profit - Public Affairs / Politics / Lobbying
- Non-Profit - Public Awareness - Campaign
- Non-Profit - Public Awareness - Single
- Non-Profit - Publications
- Non-Profit - Social Media Page by an Organization
- Non-Profit - Television
- Non-Profit - Use of Technology
- Non-Profit - Web
- Non-Profit - Websites
- Penta Pencil
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Award
Agency
Client
Title
Category
Annual ID

First on Twitter
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Consumer - Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign


...And That's the Smell of Archer
Agency: FCB / Chicago
Client: Archer+Wolf Category: Consumer - Collateral / Posters - Campaign


Museum of Feelings
Agency: Ogilvy & Mather / Chicago + Radical Media / New York
Client: Glade Category: Innovation - Brand Transformation / Brand Transformation


Year In Search 2015
Agency: 72andSunny / Los Angeles
Client: Google Category: Consumer - Broadcast & Moving Image / Short Films & Videos


House of Cards - FU 2016
Agency: BBH NY / New York
Client: Netflix Category: Consumer - Integrated Branding / Integrated Branding


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


Safety Truck
Agency: Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client: Samsung Category: Innovation - Environmental / Immersive Design / Environmental / Immersive Design


The Martian Prologue Campaign
Agency: 3AM / Culver City, CA + RSA Films / Los Angeles, CA
Client: 20th Century Fox Category: Consumer - Integrated Branding / Online


Slide
Agency: CHI&Partners / London
Client: Lexus International Category: Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D


Sexy Times
Agency: TBWA\Hunt\Lascaris / Johannesburg
Client: Tiger Brands Category: Consumer - Advertising - Campaign / Advertising - Campaign


McWhopper Open Letter
Agency: Y&R / New Zealand + DAVID / Miami
Client: Burger King Category: CSR - Print / Print


Do-it-yourself McWhoppers
Agency: Y&R / New Zealand + DAVID / Miami
Client: Burger King Category: CSR - Other Branded Content / Other Branded Content


Make Sense of the Present
Agency: OpenCo - The Open Collaboration / Johannesburg
Client: Apartheid Museum Category: Non-Profit - Publications / Publications


Greenpeace Presents: Not Just Tuna
Agency: The VIA Agency / Portland
Client: Greenpeace Category: Non-Profit - Publications / Publications


Bob Dylan - Studio A Revisited
Agency: Havas Worldwide / New York + Studio 6 / New York
Client: Legacy Recordings/Sony Music Entertainment Category: Craft - Sound Design / Sound Design


Dreams of Dalí
Agency: Goodby Silverstein & Partners / San Francisco
Client: The Dalí Museum Category: Non-Profit - Use of Technology / Use of Technology


French Horn
Agency: MCCANN WORLDGROUP INDIA / Mumbai
Client: Dabur Gastrina Category: Consumer - Collateral / Posters - Single


DXP
Agency: CP+B / Boulder
Client: Domino's Category: Consumer - Ambient Media (Indoor & Outdoor) / Outdoor Installations & Ambient - Single


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


Fast Forward, Lake
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Advertising / Interactive Video


World Table Tennis Championships 2015
Agency: DENTSU INC. / Tokyo
Client: TV Tokyo Category: Craft - Photography - Single or Series / Photography - Single or Series


Commit to Something
Agency: Wieden+Kennedy / New York + Art Partners / New York
Client: Equinox Category: Craft - Photography - Single or Series / Photography - Single or Series


Tiny Dancer
Agency: adam&eveDDB / London + Blink / London + Final Cut / London + MPC / London
Client: John Lewis Insurance Category: Consumer - Television / 60 Second - Single


Don't Drink and Dive
Agency: Prime - A Weber Shandwick Company / Stockholm + Trygg-Hansa / Stockholm + Folke FIlm / Stockholm
Client: Trygg-Hansa Category: CSR - Advertising / Advertising


Shedding Light on What Matters
Agency: J. Walter Thompson Canada / Toronto
Client: Toronto PFLAG Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series


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


Spare the Act - Lap Top
Agency: AMVBBDO / LONDON
Client: Curry's PC World Category: Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single


Mog's Christmas Calamity
Agency: AMVBBDO / LONDON
Client: Sainsbury's Category: Craft - Animation / Animation


The Fifth Continent
Agency: The Chase / Preston
Client: Rob Walker Category: Consumer - Brand Identity / Single Element


The Softtest
Agency: Ogilvy & Mather / Singapore
Client: Unilever Category: Consumer - Online / Short Form Videos


Uber Food Drive
Agency: Rethink / Toronto/Montreal/Vancouver + Skin + Bones / Toronto + Relish / Toronto + Vapor Music / Toronto
Client: Uber Category: CSR - Use of Technology / Use of Technology


Because Recollection
Agency: 84. / Paris
Client: Because Music Category: Consumer - Websites / Travel, Entertainment & Leisure


Security Moms
Agency: Ogilvy Brasil / São Paulo + Academia de Filmes / São Paulo + Jamute / São Paulo
Client: Sport Clube do Recife Category: CSR - Experiential Advertising / Experiential Advertising


Talk, Read, Sing
Agency: Goodby Silverstein & Partners / San Francisco
Client: Bay Area Council Category: Innovation - Collateral Design / Collateral Design


Donate Your Talent
Agency: JWT (J. Walter Thompson), Sao Paulo / São Paulo
Client: Santa Casa de Misericórdia de Porto Alegre Category: Non-Profit - Television / Television (Any Length) - Campaign


Adoptable Trends
Agency: Dieste / Dallas
Client: Dallas Pets Alive Category: Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)


Love Has No Labels
Agency: R/GA / New York
Client: Ad Council Category: Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)


Royal Cuts
Agency: PPM BRASIL / SAO PAULO
Client: Tendall Grill Category: Craft - Illustration - Single or Series / Illustration - Single or Series


Pooface
Agency: Great Guns / London + Saatchi & Saatchi / London
Client: P&G Category: Craft - Direction / Direction


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


Missing Type
Agency: Engine / London
Client: Engine Category: Non-Profit - Brands, Products & Services / Brands, Products & Services


Abraham Lincoln
Agency: Wunderman / Y&R / Bogotá + Studios Machina / Bogotá
Client: Farmatodo Category: Consumer - Advertising - Single / Advertising - Single


Aid To Cart
Agency: Sancho BBDO / Bogota
Client: Exito Group / Food Bank Category: Innovation - Innovation in Direct Marketing / Innovation in Direct Marketing


Celebrity Tantrum
Agency: Leo Burnett, Sydney / Millers Point + Minds Eye Production / London
Client: Samsung Australia Category: Consumer - Digital / Websites, Microsites & Banners


#HandsOff
Agency: Marcel / Paris
Client: Marc Dorcel Category: Consumer - Digital / Websites, Microsites & Banners


SHOTTASoCo
Agency: Wieden+Kennedy / New York + Caviar / Los Angeles
Client: Southern Comfort Category: Craft - Music / Sound / Music / Sound


Samsung Smart Playboard
Agency: Leo Burnett Co. Srl / Milan
Client: Samsung Electronics Italy Category: Consumer - Cross-Channel / User Experience


Hush Little Baby
Agency: Saatchi & Saatchi NY / New York + Pulse Films / Los Angeles
Client: Procter & Gamble Category: Craft - Writing / Writing


Award:
2016 Print & Outdoor Silver Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
First on Twitter
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign
Annual ID:
PO16030S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
FCB / Chicago
Client:
Archer+Wolf
Title:
...And That's the Smell of Archer
Category:
Consumer - Collateral / Posters - Campaign
Annual ID:
PO16021S

Award:
2016 Cross-Platform Silver Pencil
Agency:
Ogilvy & Mather / Chicago + Radical Media / New York
Client:
Glade
Title:
Museum of Feelings
Category:
Innovation - Brand Transformation / Brand Transformation
Annual ID:
CP16026S

Award:
2016 Design Silver Pencil
Agency:
72andSunny / Los Angeles
Client:
Google
Title:
Year In Search 2015
Category:
Consumer - Broadcast & Moving Image / Short Films & Videos
Annual ID:
DE16037S

Award:
2016 Interactive Silver Pencil
Agency:
Anomaly / New York
Client:
MyMusicRx
Title:
Bedstock
Category:
Non-Profit - Websites / Websites
Annual ID:
IN16025S

Award:
2016 Cross-Platform Silver Pencil
Agency:
BBH NY / New York
Client:
Netflix
Title:
House of Cards - FU 2016
Category:
Consumer - Integrated Branding / Integrated Branding
Annual ID:
CP16010S

Award:
2016 Design Silver Pencil
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Innovation - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16057S

Award:
2016 Design Silver Pencil
Agency:
Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client:
Samsung
Title:
Safety Truck
Category:
Innovation - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16058S

Award:
2016 Cross-Platform Silver Pencil
Agency:
3AM / Culver City, CA + RSA Films / Los Angeles, CA
Client:
20th Century Fox
Title:
The Martian Prologue Campaign
Category:
Consumer - Integrated Branding / Online
Annual ID:
CP16012S

Award:
2016 Intellectual Property Silver Pencil
Agency:
CHI&Partners / London
Client:
Lexus International
Title:
Slide
Category:
Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Annual ID:
IP16011S

Award:
2016 Radio Silver Pencil
Agency:
TBWA\Hunt\Lascaris / Johannesburg
Client:
Tiger Brands
Title:
Sexy Times
Category:
Consumer - Advertising - Campaign / Advertising - Campaign
Annual ID:
RA16004S

Award:
2016 Direct Silver Pencil
Agency:
Y&R / New Zealand + DAVID / Miami
Client:
Burger King
Title:
McWhopper Open Letter
Category:
CSR - Print / Print
Annual ID:
DI16027S

Award:
2016 Branded Entertainment Silver Pencil
Agency:
Y&R / New Zealand + DAVID / Miami
Client:
Burger King
Title:
Do-it-yourself McWhoppers
Category:
CSR - Other Branded Content / Other Branded Content
Annual ID:
BE16040S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg
Client:
Apartheid Museum
Title:
Make Sense of the Present
Category:
Non-Profit - Publications / Publications
Annual ID:
PO16045S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
The VIA Agency / Portland
Client:
Greenpeace
Title:
Greenpeace Presents: Not Just Tuna
Category:
Non-Profit - Publications / Publications
Annual ID:
PO16046S

Award:
2016 Interactive Silver Pencil
Agency:
Havas Worldwide / New York + Studio 6 / New York
Client:
Legacy Recordings/Sony Music Entertainment
Title:
Bob Dylan - Studio A Revisited
Category:
Craft - Sound Design / Sound Design
Annual ID:
IN16035S

Award:
2016 Mobile Silver Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
The Dalí Museum
Title:
Dreams of Dalí
Category:
Non-Profit - Use of Technology / Use of Technology
Annual ID:
MO16021S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
MCCANN WORLDGROUP INDIA / Mumbai
Client:
Dabur Gastrina
Title:
French Horn
Category:
Consumer - Collateral / Posters - Single
Annual ID:
PO16017S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
CP+B / Boulder
Client:
Domino's
Title:
DXP
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Outdoor Installations & Ambient - Single
Annual ID:
PO16033S

Award:
2016 Print & Outdoor Silver Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Outdoor Installations & Ambient - Single
Annual ID:
PO16034S

Award:
2016 Interactive Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Lake
Category:
Consumer - Advertising / Interactive Video
Annual ID:
IN16019S

Award:
2016 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
TV Tokyo
Title:
World Table Tennis Championships 2015
Category:
Craft - Photography - Single or Series / Photography - Single or Series
Annual ID:
DE16066S

Award:
2016 Design Silver Pencil
Agency:
Wieden+Kennedy / New York + Art Partners / New York
Client:
Equinox
Title:
Commit to Something
Category:
Craft - Photography - Single or Series / Photography - Single or Series
Annual ID:
DE16067S

Award:
2016 Film Silver Pencil
Agency:
adam&eveDDB / London + Blink / London + Final Cut / London + MPC / London
Client:
John Lewis Insurance
Title:
Tiny Dancer
Category:
Consumer - Television / 60 Second - Single
Annual ID:
FI16002S

Award:
2016 Interactive Silver Pencil
Agency:
Prime - A Weber Shandwick Company / Stockholm + Trygg-Hansa / Stockholm + Folke FIlm / Stockholm
Client:
Trygg-Hansa
Title:
Don't Drink and Dive
Category:
CSR - Advertising / Advertising
Annual ID:
IN16023S

Award:
2016 Design Silver Pencil
Agency:
J. Walter Thompson Canada / Toronto
Client:
Toronto PFLAG
Title:
Shedding Light on What Matters
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16063S

Award:
2016 Interactive Silver Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Client:
REI
Title:
#OptOutside
Category:
Consumer - Websites / Social Networks / Community
Annual ID:
IN16016S

Award:
2016 Film Silver Pencil
Agency:
AMVBBDO / LONDON
Client:
Curry's PC World
Title:
Spare the Act - Lap Top
Category:
Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single
Annual ID:
FI16034S

Award:
2016 Film Silver Pencil
Agency:
AMVBBDO / LONDON
Client:
Sainsbury's
Title:
Mog's Christmas Calamity
Category:
Craft - Animation / Animation
Annual ID:
FI16093S

Award:
2016 Design Silver Pencil
Agency:
The Chase / Preston
Client:
Rob Walker
Title:
The Fifth Continent
Category:
Consumer - Brand Identity / Single Element
Annual ID:
DE16012S

Award:
2016 Branded Entertainment Silver Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Unilever
Title:
The Softtest
Category:
Consumer - Online / Short Form Videos
Annual ID:
BE16009S

Award:
2016 Mobile Silver Pencil
Agency:
Rethink / Toronto/Montreal/Vancouver + Skin + Bones / Toronto + Relish / Toronto + Vapor Music / Toronto
Client:
Uber
Title:
Uber Food Drive
Category:
CSR - Use of Technology / Use of Technology
Annual ID:
MO16018S

Award:
2016 Interactive Silver Pencil
Agency:
84. / Paris
Client:
Because Music
Title:
Because Recollection
Category:
Consumer - Websites / Travel, Entertainment & Leisure
Annual ID:
IN16009S

Award:
2016 Cross-Platform Silver Pencil
Agency:
Ogilvy Brasil / São Paulo + Academia de Filmes / São Paulo + Jamute / São Paulo
Client:
Sport Clube do Recife
Title:
Security Moms
Category:
CSR - Experiential Advertising / Experiential Advertising
Annual ID:
CP16014S

Award:
2016 Design Silver Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Bay Area Council
Title:
Talk, Read, Sing
Category:
Innovation - Collateral Design / Collateral Design
Annual ID:
DE16052S

Award:
2016 Film Silver Pencil
Agency:
JWT (J. Walter Thompson), Sao Paulo / São Paulo
Client:
Santa Casa de Misericórdia de Porto Alegre
Title:
Donate Your Talent
Category:
Non-Profit - Television / Television (Any Length) - Campaign
Annual ID:
FI16064S

Award:
2016 Direct Silver Pencil
Agency:
Dieste / Dallas
Client:
Dallas Pets Alive
Title:
Adoptable Trends
Category:
Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)
Annual ID:
DI16034S

Award:
2016 Direct Silver Pencil
Agency:
R/GA / New York
Client:
Ad Council
Title:
Love Has No Labels
Category:
Non-Profit - Digital (Websites, Mobile, Social Media) / Digital (Websites, Mobile, Social Media)
Annual ID:
DI16035S

Award:
2016 Design Silver Pencil
Agency:
PPM BRASIL / SAO PAULO
Client:
Tendall Grill
Title:
Royal Cuts
Category:
Craft - Illustration - Single or Series / Illustration - Single or Series
Annual ID:
DE16069S

Award:
2016 Film Silver Pencil
Agency:
Great Guns / London + Saatchi & Saatchi / London
Client:
P&G
Title:
Pooface
Category:
Craft - Direction / Direction
Annual ID:
FI16071S

Award:
2016 Film Silver Pencil
Agency:
Stink / Los Angeles + TBWA\Media Arts Lab / Los Angeles
Client:
Apple Music
Title:
History of Sound
Category:
Craft - Direction / Direction
Annual ID:
FI16072S

Award:
2016 Public Relations Silver Pencil
Agency:
Engine / London
Client:
Engine
Title:
Missing Type
Category:
Non-Profit - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16019S

Award:
2016 Radio Silver Pencil
Agency:
Wunderman / Y&R / Bogotá + Studios Machina / Bogotá
Client:
Farmatodo
Title:
Abraham Lincoln
Category:
Consumer - Advertising - Single / Advertising - Single
Annual ID:
RA16001S

Award:
2016 Direct Silver Pencil
Agency:
Sancho BBDO / Bogota
Client:
Exito Group / Food Bank
Title:
Aid To Cart
Category:
Innovation - Innovation in Direct Marketing / Innovation in Direct Marketing
Annual ID:
DI16043S

Award:
2016 Direct Silver Pencil
Agency:
Leo Burnett, Sydney / Millers Point + Minds Eye Production / London
Client:
Samsung Australia
Title:
Celebrity Tantrum
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16009S

Award:
2016 Direct Silver Pencil
Agency:
Marcel / Paris
Client:
Marc Dorcel
Title:
#HandsOff
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16010S

Award:
2016 Branded Entertainment Silver Pencil
Agency:
BBDO / New York
Client:
AT&T
Title:
Close To Home
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
BE16047S

Award:
2016 Branded Entertainment Silver Pencil
Agency:
Wieden+Kennedy / New York + Caviar / Los Angeles
Client:
Southern Comfort
Title:
SHOTTASoCo
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
BE16048S

Award:
2016 UX / UI Silver Pencil
Agency:
Leo Burnett Co. Srl / Milan
Client:
Samsung Electronics Italy
Title:
Samsung Smart Playboard
Category:
Consumer - Cross-Channel / User Experience
Annual ID:
UX16012S
