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

The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Check it before it's removed: naked breasts on Facebook against breast cancer. Agency: DDB Group Germany / Berlin Client: Pink Ribbon Deutschland Category: Branded Social Post / Branded Social Campaign
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
Kunstmuseum Basel Light Frieze Agency: iart ag / Basel + Christ & Gantenbein / Basel Client: Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt Category: Architecture Enhancement
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
We're The Superhumans Agency: Leland Music / London + 4creative / London + Blink / London + Factory / London Client: Channel 4 / Rio Paralympics Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Experiential / Installations
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Experiential / Installations
The Baby Stroller Test-Ride by Contours Agency: FCB Chicago / Chicago, IL Client: Kolcraft Category: Experiential / Installations
Gun Crazy Agency: Grey / New York + Supply & Demand / New York + Rival School Pictures / New York + Townhouse / New York Client: States United To Prevent Gun Violence Category: Ambient / Non-Broadcast Video
Time Is Precious Agency: Wieden+Kennedy / Portland + Joint Editorial / Portland Client: Nike Category: Integrated Branding
Boost Your Voice Agency: 180LA / Santa Monica Client: Boost Mobile Category: Integrated Branding
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Integrated Branding
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Integrated Branding
Unlimited Greatness Serena Williams Agency: Wieden+Kennedy / Portland + Joint Editorial / Portland Client: Nike Category: Integrated Branding
Where Life Happens Agency: Akestam Holst NOA / Stockholm + Bacon / Copenhagen Client: IKEA Category: Integrated Branding
#DadDo Agency: Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York Client: Pantene Category: Integrated Branding
The Baby Stroller Test-Ride by Contours Agency: FCB Chicago / Chicago, IL Client: Kolcraft Category: Ambient / Immersive / Installations
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Ambient / Immersive / Installations
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Installations
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Ambient / Immersive / Installations
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient / Immersive / Installations
Scariest BK Agency: DAVID / Miami Client: Burger King Category: Ambient / Immersive / Installations
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Ambient / Immersive / Installations
The One Moment Agency: Ogilvy & Mather / Chicago Client: Morton Salt Category: Innovation in Film / Online
Crushed Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Innovation in Film / Online
Shakin' Shakin' Agency: Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa Client: KFC Category: Innovation in Film / Online
Adios Amigo Agency: Havas / New York + Sound Lounge / New York Client: Heineken / Dos Equis Category: Craft / Writing - Single
BMW Original Parts 'CEO' Agency: OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg Client: BMW South Africa Category: Craft / Writing - Single
The Everyman Meal - Claw Thing Agency: Ogilvy & Mather / Johannesburg Client: KFC Category: Craft / Writing - Single
You Should Have Called - Double Blue Tick Agency: Ogilvy & Mather / Johannesburg Client: Vodacom Category: Craft / Writing - Single
Loving the night Agency: TBWA\THAILAND / Bangkok Client: McDonald's Category: Craft / Photography - Single or Campaign
Switch it off. Agency: Ogilvy / Germany Client: Amnesty International Category: Craft / Photography - Single or Campaign
Into HBO Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles Client: HBO Category: Digital / Game Design
VR Power Trainer Agency: R/GA / Buenos Aires Client: PowerChair Football Argentina Category: Digital / Game Design
Beyoncé - "Formation" Agency: PRETTYBIRD / Culver City Client: Beyoncé Category: Cultural Driver
Boost Your Voice Agency: 180LA / Santa Monica Client: Boost Mobile Category: Cultural Driver
Buy Back the Block Agency: Fitzgerald & Co / Atlanta + Uproxx Studios / Los Angeles Client: Checkers & Rally's Category: Cultural Driver
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Mobile
The Most Precious Gift Agency: Heimat Werbeagentur GmbH / Berlin Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
June: Life is Better When You Share the Ride Agency: Lyft / San Francisco + Broad Reach Pictures / Los Angeles + Chromosphere / Los Angeles Client: Lyft Category: Craft - Animation / Animation - Single

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single

OS_PO17034G

2017 Social Media Gold Pencil

DDB Group Germany / Berlin

Pink Ribbon Deutschland

Check it before it's removed: naked breasts on Facebook against breast cancer.

Branded Social Post / Branded Social Campaign

OS_SM17005G

2017 Mobile Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Mobile Advertising

OS_MO17007G

2017 Radio Gold Pencil

FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg

Netflorist

A War of Words - Anniversary Forgotten

Craft / Sound Design - Single

OS_RA17016G

2017 Responsive Environments Gold Pencil

iart ag / Basel + Christ & Gantenbein / Basel

Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt

Kunstmuseum Basel Light Frieze

Architecture Enhancement

OS_RE17001G

2017 Film Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

2017 Moving Image Craft Gold Pencil

Leland Music / London + 4creative / London + Blink / London + Factory / London

Channel 4 / Rio Paralympics

We're The Superhumans

Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single

OS_MI17035G

2017 Direct Marketing Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Digital / Websites, Mobile, & Banners

OS_DI17019G

2017 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Virtual Reality (VR)

OS_IN17011G

2017 Cross-Platform Gold Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Experiential / Installations

OS_CP17004G

2017 Cross-Platform Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Experiential / Installations

OS_CP17005G

2017 Cross-Platform Bronze Pencil

FCB Chicago / Chicago, IL

Kolcraft

The Baby Stroller Test-Ride by Contours

Experiential / Installations

OS_CP17006B

2017 Direct Marketing Bronze Pencil

Grey / New York + Supply & Demand / New York + Rival School Pictures / New York + Townhouse / New York

States United To Prevent Gun Violence

Gun Crazy

Ambient / Non-Broadcast Video

OS_DI17018B

2017 Cross-Platform Gold Pencil

Wieden+Kennedy / Portland + Joint Editorial / Portland

Nike

Time Is Precious

Integrated Branding

OS_CP17010G

2017 Cross-Platform Silver Pencil

180LA / Santa Monica

Boost Mobile

Boost Your Voice

Integrated Branding

OS_CP17011S

2017 Cross-Platform Silver Pencil

adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London

Mars - Skittles

Give the Rainbow

Integrated Branding

OS_CP17012S

2017 Cross-Platform Silver Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Integrated Branding

OS_CP17013S

2017 Cross-Platform Silver Pencil

Wieden+Kennedy / Portland + Joint Editorial / Portland

Nike

Unlimited Greatness Serena Williams

Integrated Branding

OS_CP17014S

2017 Cross-Platform Bronze Pencil

Akestam Holst NOA / Stockholm + Bacon / Copenhagen

IKEA

Where Life Happens

Integrated Branding

OS_CP17015B

2017 Cross-Platform Bronze Pencil

Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York

Pantene

#DadDo

Integrated Branding

OS_CP17016B

2017 Direct Marketing Gold Pencil

FCB Chicago / Chicago, IL

Kolcraft

The Baby Stroller Test-Ride by Contours

Ambient / Immersive / Installations

OS_DI17007G

2017 Direct Marketing Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Ambient / Immersive / Installations

OS_DI17008G

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Installations

OS_DI17009G

2017 Direct Marketing Silver Pencil

BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore

Nike

Nike Unlimited Stadium

Ambient / Immersive / Installations

OS_DI17010S

2017 Direct Marketing Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Ambient / Immersive / Installations

OS_DI17011S

2017 Direct Marketing Bronze Pencil

DAVID / Miami

Burger King

Scariest BK

Ambient / Immersive / Installations

OS_DI17012B

2017 Direct Marketing Bronze Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Ambient / Immersive / Installations

OS_DI17013B

2017 Film Gold Pencil

Ogilvy & Mather / Chicago

Morton Salt

The One Moment

Innovation in Film / Online

OS_FI17048G

2017 Film Gold Pencil

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Crushed

Innovation in Film / Online

OS_FI17049G

2017 Film Bronze Pencil

Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa

KFC

Shakin' Shakin'

Innovation in Film / Online

OS_FI17050B

2017 Radio Gold Pencil

Havas / New York + Sound Lounge / New York

Heineken / Dos Equis

Adios Amigo

Craft / Writing - Single

OS_RA17012G

2017 Radio Silver Pencil

OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg

BMW South Africa

BMW Original Parts 'CEO'

Craft / Writing - Single

OS_RA17013S

2017 Radio Bronze Pencil

Ogilvy & Mather / Johannesburg

KFC

The Everyman Meal - Claw Thing

Craft / Writing - Single

OS_RA17014B

2017 Radio Bronze Pencil

Ogilvy & Mather / Johannesburg

Vodacom

You Should Have Called - Double Blue Tick

Craft / Writing - Single

OS_RA17015B

2017 Print & Outdoor Silver Pencil

TBWA\THAILAND / Bangkok

McDonald's

Loving the night

Craft / Photography - Single or Campaign

OS_PO17051S

2017 Print & Outdoor Bronze Pencil

Ogilvy / Germany

Amnesty International

Switch it off.

Craft / Photography - Single or Campaign

OS_PO17052B

2017 Design Silver Pencil

Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles

HBO

Into HBO

Digital / Game Design

OS_DE17048S

2017 Design Bronze Pencil

R/GA / Buenos Aires

PowerChair Football Argentina

VR Power Trainer

Digital / Game Design

OS_DE17049B

2017 Cultural Driver Gold Pencil

PRETTYBIRD / Culver City

Beyoncé

Beyoncé - "Formation"

Cultural Driver

OS_CD17001G

2017 Cultural Driver Silver Pencil

180LA / Santa Monica

Boost Mobile

Boost Your Voice

Cultural Driver

OS_CD17002S

2017 Cultural Driver Bronze Pencil

Fitzgerald & Co / Atlanta + Uproxx Studios / Los Angeles

Checkers & Rally's

Buy Back the Block

Cultural Driver

OS_CD17003B

2017 Branded Entertainment Silver Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Mobile

OS_BE17022S

2017 Moving Image Craft Gold Pencil

Heimat Werbeagentur GmbH / Berlin

Otto (GmbH & Co KG)

The Most Precious Gift

Craft - Animation / Animation - Single

OS_MI17019G

2017 Moving Image Craft Silver Pencil

Lyft / San Francisco + Broad Reach Pictures / Los Angeles + Chromosphere / Los Angeles

Lyft

June: Life is Better When You Share the Ride

Craft - Animation / Animation - Single

OS_MI17020S

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