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
#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 Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Consumer - Immersive / Exhibitions
Funtastic Hand
Agency: Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Client: Cirec Foundation Category: Non-Profit - Physical / Digital / Physical / Digital
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
Nameless Paints
Agency: Dentsu Inc. / Tokyo
Client: Kokuyo Category: Innovation - Package Design / Package Design
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
Taco Emoji Engine
Agency: Deutsch / Los Angeles
Client: Taco Bell Category: Consumer - Branded Social Campaign / Branded Social Campaign
Learning on the way
Agency: Sancho BBDO / Bogota
Client: ADN Category: Innovation - Innovation in Radio / Innovation in Radio
The world addressed
Agency: what3words / London
Client: what3words Category: Innovation - Innovation in Mobile / Innovation in Mobile
Make Up Genius
Agency: McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Client: L'Oréal Paris Category: Consumer - Mobile / Utility
Inspiring Spirit
Agency: Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore
Client: Scoot Category: Consumer - Brands, Products & Services / Integrated Campaign
Call Brussels
Agency: Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client: visit.brussels Category: Consumer - Websites / Travel, Entertainment & Leisure
The First Ever Pinterest Yard Sale
Agency: Deutsch / New York
Client: Krylon Category: Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Sunday Grannies
Agency: MCCANN BUCHARESt / Bucharest + UM ROMANIA / Bucharest
Client: Vodafone Romania Category: Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Becoming Beckham
Agency: adam&eveDDB / London + Sonny / London + Marshall Street Editors / London + The Mill / London
Client: H&M Category: Consumer - Online / Long Form Videos
#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
Life Unpaused
Agency: Cossette / Toronto
Client: Sickkids Foundation Category: Innovation - Innovation in Film / Innovation in Film
Don't Look Away
Agency: AKQA / Sao Paulo + AKQA / London
Client: Usher Category: Innovation - Innovation in Film / Innovation in Film
Spotify Discover Weekly
Agency: Spotify / New York
Client: Spotify Category: Consumer - Digital Product / Digital Product
Fast Forward
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Series / Episodes
Volvo LifePaint
Agency: Grey / London + Albedo100 / Malmö
Client: Volvo Car UK Category: CSR - Experiential Advertising / Experiential Advertising
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
Inferno
Agency: Jung von Matt AG / Vienna + Salon Alpin / Vienna
Client: Falter Newspaper Category: Craft - Animation / Motion Graphics / Animation / Motion Graphics
Green Name
Agency: Dentsu Inc. / Tokyo
Client: Kirin Category: Craft - Animation / Motion Graphics / Animation / Motion Graphics
The Day Shazam Went Deaf
Agency: Baumann Ber Rivnay Saatchi & Saatchi / Ramat Gan
Client: World Health Organization Category: Non-Profit - Advertising on Mobile Devices / Advertising on Mobile Devices
Search For Free Wifi Search For Missing Children
Agency: TBWA / SHANGHAI
Client: Baobeihuijia Category: Non-Profit - Advertising on Mobile Devices / Advertising on Mobile Devices
SHOTTASoCo
Agency: Wieden+Kennedy / New York + Caviar / Los Angeles
Client: Southern Comfort Category: Consumer - Music / Music Videos
Sports Alphabet
Agency: Bleacher Report / San Francisco + barrettSF / San Francisco + Gentleman Scholar / Los Angeles
Client: Bleacher Report Category: Consumer - Music / Music Videos
ONEMI Radio
Agency: SHACKLETON / Santiago de Chile
Client: ONEMI Category: Non-Profit - Physical / Digital / Physical / Digital
Sports Alphabet
Agency: Bleacher Report / San Francisco + barrettSF / San Francisco + Gentleman Scholar / Los Angeles
Client: Bleacher Report Category: Craft - Animation / Animation
Paper
Agency: RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica
Client: American Honda Motor Category: Craft - Animation / Animation
The Color Eater | Adobe Creative Cloud's Philosophy Video
Agency: Tokyu Agency / TOTB / Tokyo + kaibutsu / Tokyo + Spoon. / Tokyo
Client: Adobe Systems Category: Craft - Animation / Animation
Melanoma Likes Me
Agency: George Patterson Y&R / Brisbane
Client: Melanoma Patients Australia Category: Non-Profit - Branded Social Campaign / Branded Social Campaign
Donate The Hate - The Involuntary Online Donation
Agency: Grabarz & Partner / Hamburg + ZDK Gesellschaft Demokratische Kultur gGmbH / Berlin
Client: ZDK - Gesellschaft Demokratische Kultur Category: Non-Profit - Branded Social Campaign / Branded Social Campaign
The Les Paul Skill Check
Agency: Serviceplan / Munich + Mediaplus / Munich + Plan.Net / Munich
Client: Gibson Guitar Category: Consumer - Applications & Sites / Durable Goods
Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Safety Truck
Agency: Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client: Samsung Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Reduce Speed Dial
Agency: Colenso BBDO / Auckland
Client: Volkswagen Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Nivea Doll
Agency: FCB BRASIL / SAO PAULO
Client: BDF Nivea Brasil Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Clever Kash
Agency: Saatchi & Saatchi / Auckland
Client: ASB Bank Category: Consumer - Cross-Channel / Utility
Jack
Agency: LatinWorks / Austin + Landia USA / Los Angeles + Personal Music / Miami + Whitehouse Post / Los Angeles
Client: Music Has No Enemies Category: CSR - Cinema Advertising / Cinema Advertising
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: CSR - Cinema Advertising / Cinema Advertising
This Girl Can
Agency: FCB Inferno / London
Client: Sport England Category: Non-Profit - Cinema Advertising / Cinema Advertising
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
Slide
Agency: CHI&Partners / London
Client: Lexus International Category: Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
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 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 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 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 Design Gold Pencil
Agency:
Dentsu Inc. / Tokyo
Client:
Kokuyo
Title:
Nameless Paints
Category:
Innovation - Package Design / Package Design
Annual ID:
DE16060G
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 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 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 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 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 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 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 Social Media Gold Pencil
Agency:
Deutsch / New York
Client:
Krylon
Title:
The First Ever Pinterest Yard Sale
Category:
Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Annual ID:
SM16001G
Award:
2016 Social Media Bronze Pencil
Agency:
MCCANN BUCHARESt / Bucharest + UM ROMANIA / Bucharest
Client:
Vodafone Romania
Title:
Sunday Grannies
Category:
Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Annual ID:
SM16002B
Award:
2016 Branded Entertainment Bronze Pencil
Agency:
adam&eveDDB / London + Sonny / London + Marshall Street Editors / London + The Mill / London
Client:
H&M
Title:
Becoming Beckham
Category:
Consumer - Online / Long Form Videos
Annual ID:
BE16012B
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 Gold Pencil
Agency:
Cossette / Toronto
Client:
Sickkids Foundation
Title:
Life Unpaused
Category:
Innovation - Innovation in Film / Innovation in Film
Annual ID:
FI16069G
Award:
2016 Film Silver Pencil
Agency:
AKQA / Sao Paulo + AKQA / London
Client:
Usher
Title:
Don't Look Away
Category:
Innovation - Innovation in Film / Innovation in Film
Annual ID:
FI16070S
Award:
2016 Intellectual Property Silver Pencil
Agency:
Spotify / New York
Client:
Spotify
Title:
Spotify Discover Weekly
Category:
Consumer - Digital Product / Digital Product
Annual ID:
IP16001S
Award:
2016 Film Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward
Category:
Consumer - Online Films & Video / Short Form - Series / Episodes
Annual ID:
FI16044S
Award:
2016 Cross-Platform Gold Pencil
Agency:
Grey / London + Albedo100 / Malmö
Client:
Volvo Car UK
Title:
Volvo LifePaint
Category:
CSR - Experiential Advertising / Experiential Advertising
Annual ID:
CP16013G
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 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 Interactive Bronze Pencil
Agency:
Dentsu Inc. / Tokyo
Client:
Kirin
Title:
Green Name
Category:
Craft - Animation / Motion Graphics / Animation / Motion Graphics
Annual ID:
IN16034B
Award:
2016 Mobile Silver Pencil
Agency:
Baumann Ber Rivnay Saatchi & Saatchi / Ramat Gan
Client:
World Health Organization
Title:
The Day Shazam Went Deaf
Category:
Non-Profit - Advertising on Mobile Devices / Advertising on Mobile Devices
Annual ID:
MO16022S
Award:
2016 Mobile Silver Pencil
Agency:
TBWA / SHANGHAI
Client:
Baobeihuijia
Title:
Search For Free Wifi Search For Missing Children
Category:
Non-Profit - Advertising on Mobile Devices / Advertising on Mobile Devices
Annual ID:
MO16023S
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Wieden+Kennedy / New York + Caviar / Los Angeles
Client:
Southern Comfort
Title:
SHOTTASoCo
Category:
Consumer - Music / Music Videos
Annual ID:
BE16035G
Award:
2016 Branded Entertainment Silver Pencil
Agency:
Bleacher Report / San Francisco + barrettSF / San Francisco + Gentleman Scholar / Los Angeles
Client:
Bleacher Report
Title:
Sports Alphabet
Category:
Consumer - Music / Music Videos
Annual ID:
BE16036S
Award:
2016 Intellectual Property Silver Pencil
Agency:
SHACKLETON / Santiago de Chile
Client:
ONEMI
Title:
ONEMI Radio
Category:
Non-Profit - Physical / Digital / Physical / Digital
Annual ID:
IP16009S
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Bleacher Report / San Francisco + barrettSF / San Francisco + Gentleman Scholar / Los Angeles
Client:
Bleacher Report
Title:
Sports Alphabet
Category:
Craft - Animation / Animation
Annual ID:
BE16049G
Award:
2016 Branded Entertainment Silver Pencil
Agency:
RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica
Client:
American Honda Motor
Title:
Paper
Category:
Craft - Animation / Animation
Annual ID:
BE16050S
Award:
2016 Branded Entertainment Silver Pencil
Agency:
Tokyu Agency / TOTB / Tokyo + kaibutsu / Tokyo + Spoon. / Tokyo
Client:
Adobe Systems
Title:
The Color Eater | Adobe Creative Cloud's Philosophy Video
Category:
Craft - Animation / Animation
Annual ID:
BE16051S
Award:
2016 Social Media Gold Pencil
Agency:
George Patterson Y&R / Brisbane
Client:
Melanoma Patients Australia
Title:
Melanoma Likes Me
Category:
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16015G
Award:
2016 Social Media Bronze Pencil
Agency:
Grabarz & Partner / Hamburg + ZDK Gesellschaft Demokratische Kultur gGmbH / Berlin
Client:
ZDK - Gesellschaft Demokratische Kultur
Title:
Donate The Hate - The Involuntary Online Donation
Category:
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16016B
Award:
2016 Mobile Bronze Pencil
Agency:
Serviceplan / Munich + Mediaplus / Munich + Plan.Net / Munich
Client:
Gibson Guitar
Title:
The Les Paul Skill Check
Category:
Consumer - Applications & Sites / Durable Goods
Annual ID:
MO16002B
Award:
2016 Print & Outdoor Gold Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16059G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client:
Samsung
Title:
Safety Truck
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16060G
Award:
2016 Print & Outdoor Silver Pencil
Agency:
Colenso BBDO / Auckland
Client:
Volkswagen
Title:
Reduce Speed Dial
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16061S
Award:
2016 Print & Outdoor Bronze Pencil
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16062B
Award:
2016 Print & Outdoor Bronze Pencil
Agency:
FCB BRASIL / SAO PAULO
Client:
BDF Nivea Brasil
Title:
Nivea Doll
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16063B
Award:
2016 Print & Outdoor Bronze Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16064B
Award:
2016 UX / UI Silver Pencil
Agency:
Fcb Brasil / São Paulo
Client:
CNA
Title:
Hello Pizza
Category:
Consumer - Cross-Channel / Utility
Annual ID:
UX16010S
Award:
2016 UX / UI Bronze Pencil
Agency:
Saatchi & Saatchi / Auckland
Client:
ASB Bank
Title:
Clever Kash
Category:
Consumer - Cross-Channel / Utility
Annual ID:
UX16011B
Award:
2016 Film Gold Pencil
Agency:
LatinWorks / Austin + Landia USA / Los Angeles + Personal Music / Miami + Whitehouse Post / Los Angeles
Client:
Music Has No Enemies
Title:
Jack
Category:
CSR - Cinema Advertising / Cinema Advertising
Annual ID:
FI16054G
Award:
2016 Film Bronze Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
CSR - Cinema Advertising / Cinema Advertising
Annual ID:
FI16055B
Award:
2016 Film Bronze Pencil
Agency:
FCB Inferno / London
Client:
Sport England
Title:
This Girl Can
Category:
Non-Profit - Cinema Advertising / Cinema Advertising
Annual ID:
FI16065B
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 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
