The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has 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

A Vote for Good Agency: BBDO / New York Client: Mars Petcare - Pedigree Category: Experiential / Guerilla
Scariest BK Agency: DAVID / Miami Client: Burger King Category: Experiential / Guerilla
Unknowns Agency: Grey / New York + Townhouse / New York Client: Canon Category: Experiential / Guerilla
#Paintback Agency: HEIMAT / Berlin Client: Legacy Category: Experiential / Guerilla
Kafa "Legally Bride" Agency: Leo Burnett / Beirut Client: KAFA (enough) Violence & Exploitation Category: Experiential / Guerilla
Apartment Stores Agency: Nurun / Paris Client: Delamaison Category: Experiential / Guerilla
No Metro Agency: Shackleton / Madrid Client: Sony Pictures Spain Category: Experiential / Guerilla
The doll that chose to drive Agency: Proximity / Barcelona + Post23 / Barcelona Client: Audi Spain Category: Craft / Animation - Campaign
Usain Bolt | The Boy Who Learned to Fly | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Craft / Animation - Campaign
#SettleYourScore Agency: Barkley, Inc. / Kansas City Client: Russell Athletic Category: Craft / Photography - Campaign
Don'T Trump Agency: AML Group / London Client: AML Group Category: Self-Promotion
GO MONO Agency: MCCANN / BUCHAREST Client: RADIO XXI Category: Craft / Sound - Campaign
Tomcat: Facebook Not Live - Integrated Campaign Agency: Barton F Graf / New York Client: The Scotts Miracle-Gro Company Category: Integrated Branding / Integrated Online
Extra Gum "Give Extra, get extra" Agency: Energy BBDO / Chicago Client: Wrigley, a Subsidiary of Mars, Incorporated Category: Integrated Branding / Integrated Online
Project Literacy Agency: FCB Inferno / London Client: Pearson Category: Integrated Branding / Integrated Online
Introducing Agency: Havas / New York + Starcom Mediavest Group / New York + Edelman / New York + Rattling Stick / New York Client: Heineken / Dos Equis Category: Integrated Branding / Integrated Online
Conspicuous Savers - Integrated Online - National Savings Month Agency: King James Group / Cape Town Client: Sanlam Category: Integrated Branding / Integrated Online
Unlimited Agency: Wieden+Kennedy / Portland + PRETTYBIRD / Culver City + Superprime / Los Angeles Client: Nike Category: Integrated Branding / Integrated Online
Real Estate Phil’s-osophies Agency: Arnold Worldwide / Boston + HAVAS SPORTS & ENTERTAINMENT / Boston Client: National Association of Realtors Category: Brand Transformation
Dads #ShareTheLoad (Integrated Case) Agency: BBDO India / Mumbai Client: P&G India Category: Brand Transformation
SickKids VS Agency: Cossette / Toronto Client: SickKids Foundation Category: Brand Transformation
The Most Dangerous Town on the Internet - Where Cybercrime Goes to Hide Agency: Grey / San Francisco, CA + Helo / Venice, CA + Beast Editorial / San Francisco, CA + Norton / Mountain View, CA Client: Norton Category: Brand Transformation
Sugar Detox Agency: Marcel / Paris Client: Intermarché Category: Brand Transformation
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Experiential / Events & Competitions
Watch Dogs 2 Agency: Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal Client: Ubisoft Canada Category: Experiential / Events & Competitions
Bud Light Dive Bar Tour Agency: Wieden+Kennedy / New York + Joint / New York Client: Bud Light Category: Experiential / Events & Competitions
Watch Dogs 2_arg Agency: Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal Client: Ubisoft Canada Category: Innovation in Cross-Platform / Experiential
400 Years in the Making Agency: Intel / Santa Clara + Gramafilm / London + Envy / London + Royal Shakespeare Company / Straford-Upon-Avon Client: Intel Category: Innovation in Cross-Platform / Experiential
Pocket Patrol Agency: Leo Burnett / Sydney Client: Samsung Australia Category: Innovation in Cross-Platform / Experiential
Zombie Christmas: The Real-World Trailer Agency: McCann / London + Momentum Worldwide / London Client: Microsoft / Xbox Category: Innovation in Cross-Platform / Experiential
The Give-A-Care Collection Agency: lg2 / Toronto Client: Rethink Breast Cancer Category: Craft / Writing - Campaign
Art Breaks Agency: Marcel / Sydney Client: ABC / Marcel Category: Craft / Writing - Campaign
2016 Wrapped Agency: Spotify / New York Client: Spotify Category: Craft / Writing - Campaign
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Craft / Writing - Campaign
SickKids VS Agency: Cossette / Toronto Client: SickKids Foundation Category: Craft / Art Direction - Campaign
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Craft / Art Direction - Campaign
#SquareShakes Agency: Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco + Dwight Eschliman Photography / San Francisco + Dschwen LLC / Minneapolis Client: SONIC Drive-In Category: Craft / Art Direction - Campaign
Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Experiential / Installations
Behind the leather Agency: Ogilvy Group Thailand / Bangkok Client: People for the Ethical Treatment of Animals Category: Experiential / Installations
GAYNZ Agency: TBWA\ / Melbourne Client: ANZ Category: Experiential / Installations
Year In Search 2016 Agency: 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles Client: Google Category: Integrated Branding
Buster The Boxer Agency: adam&eveDDB / London + Blink Productions / London + Manning Gotlieb OMD / London + Leland Music / London Client: John Lewis Category: Integrated Branding
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Integrated Branding
#LightUpTheNation Agency: Anomaly / Toronto Client: Labatt Brewing Company Ltd. Category: Integrated Branding
Snickers Live Agency: BBDO / New York + O Positive Client: Mars Chocolate North America - Snickers Category: Integrated Branding
Whopper Sign Agency: DAVID / Miami Client: Burger King Category: Integrated Branding
What A Time To Be Alive Agency: Droga5 / London Client: Rustlers Category: Integrated Branding
Extra Gum "Give Extra, get extra" Agency: Energy BBDO / Chicago Client: Wrigley, a Subsidiary of Mars, Incorporated Category: Integrated Branding
#Paintback Agency: HEIMAT / Berlin Client: Legacy Category: Integrated Branding
December 21st Agency: Leo Burnett / Madrid + RCR / Madrid Client: Loterias y Apuestas del Estado Category: Integrated Branding

2017 Cross-Platform Merit Award

BBDO / New York

Mars Petcare - Pedigree

A Vote for Good

Experiential / Guerilla

OS_CP17037M

2017 Cross-Platform Merit Award

DAVID / Miami

Burger King

Scariest BK

Experiential / Guerilla

OS_CP17038M

2017 Cross-Platform Merit Award

Grey / New York + Townhouse / New York

Canon

Unknowns

Experiential / Guerilla

OS_CP17039M

2017 Cross-Platform Merit Award

HEIMAT / Berlin

Legacy

#Paintback

Experiential / Guerilla

OS_CP17040M

2017 Cross-Platform Merit Award

Leo Burnett / Beirut

KAFA (enough) Violence & Exploitation

Kafa "Legally Bride"

Experiential / Guerilla

OS_CP17041M

2017 Cross-Platform Merit Award

Nurun / Paris

Delamaison

Apartment Stores

Experiential / Guerilla

OS_CP17042M

2017 Cross-Platform Merit Award

Shackleton / Madrid

Sony Pictures Spain

No Metro

Experiential / Guerilla

OS_CP17043M

2017 Cross-Platform Merit Award

Proximity / Barcelona + Post23 / Barcelona

Audi Spain

The doll that chose to drive

Craft / Animation - Campaign

OS_CP17081M

2017 Cross-Platform Merit Award

TBWA\Chiat\Day / Los Angeles

Gatorade

Usain Bolt | The Boy Who Learned to Fly | Gatorade

Craft / Animation - Campaign

OS_CP17082M

2017 Cross-Platform Merit Award

Barkley, Inc. / Kansas City

Russell Athletic

#SettleYourScore

Craft / Photography - Campaign

OS_CP17080M

2017 Cross-Platform Merit Award

AML Group / London

AML Group

Don'T Trump

Self-Promotion

OS_CP17072M

2017 Cross-Platform Merit Award

MCCANN / BUCHAREST

RADIO XXI

GO MONO

Craft / Sound - Campaign

OS_CP17083M

2017 Cross-Platform Merit Award

Barton F Graf / New York

The Scotts Miracle-Gro Company

Tomcat: Facebook Not Live - Integrated Campaign

Integrated Branding / Integrated Online

OS_CP17060M

2017 Cross-Platform Merit Award

Energy BBDO / Chicago

Wrigley, a Subsidiary of Mars, Incorporated

Extra Gum "Give Extra, get extra"

Integrated Branding / Integrated Online

OS_CP17061M

2017 Cross-Platform Merit Award

FCB Inferno / London

Pearson

Project Literacy

Integrated Branding / Integrated Online

OS_CP17062M

2017 Cross-Platform Merit Award

Havas / New York + Starcom Mediavest Group / New York + Edelman / New York + Rattling Stick / New York

Heineken / Dos Equis

Introducing

Integrated Branding / Integrated Online

OS_CP17063M

2017 Cross-Platform Merit Award

King James Group / Cape Town

Sanlam

Conspicuous Savers - Integrated Online - National Savings Month

Integrated Branding / Integrated Online

OS_CP17064M

2017 Cross-Platform Merit Award

Wieden+Kennedy / Portland + PRETTYBIRD / Culver City + Superprime / Los Angeles

Nike

Unlimited

Integrated Branding / Integrated Online

OS_CP17065M

2017 Cross-Platform Merit Award

Arnold Worldwide / Boston + HAVAS SPORTS & ENTERTAINMENT / Boston

National Association of Realtors

Real Estate Phil’s-osophies

Brand Transformation

OS_CP17066M

2017 Cross-Platform Merit Award

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad (Integrated Case)

Brand Transformation

OS_CP17067M

2017 Cross-Platform Merit Award

Cossette / Toronto

SickKids Foundation

SickKids VS

Brand Transformation

OS_CP17068M

2017 Cross-Platform Merit Award

Grey / San Francisco, CA + Helo / Venice, CA + Beast Editorial / San Francisco, CA + Norton / Mountain View, CA

Norton

The Most Dangerous Town on the Internet - Where Cybercrime Goes to Hide

Brand Transformation

OS_CP17069M

2017 Cross-Platform Merit Award

Marcel / Paris

Intermarché

Sugar Detox

Brand Transformation

OS_CP17071M

2017 Cross-Platform Merit Award

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

Mars - Skittles

Give the Rainbow

Experiential / Events & Competitions

OS_CP17031M

2017 Cross-Platform Merit Award

Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal

Ubisoft Canada

Watch Dogs 2

Experiential / Events & Competitions

OS_CP17032M

2017 Cross-Platform Merit Award

Wieden+Kennedy / New York + Joint / New York

Bud Light

Bud Light Dive Bar Tour

Experiential / Events & Competitions

OS_CP17033M

2017 Cross-Platform Merit Award

Bleublancrouge / Montreal + Qu4treCentQu4tre / Montreal + North Strategic / Montreal + 1one production / Montreal

Ubisoft Canada

Watch Dogs 2_arg

Innovation in Cross-Platform / Experiential

OS_CP17084M

2017 Cross-Platform Merit Award

Intel / Santa Clara + Gramafilm / London + Envy / London + Royal Shakespeare Company / Straford-Upon-Avon

Intel

400 Years in the Making

Innovation in Cross-Platform / Experiential

OS_CP17085M

2017 Cross-Platform Merit Award

Leo Burnett / Sydney

Samsung Australia

Pocket Patrol

Innovation in Cross-Platform / Experiential

OS_CP17086M

2017 Cross-Platform Merit Award

McCann / London + Momentum Worldwide / London

Microsoft / Xbox

Zombie Christmas: The Real-World Trailer

Innovation in Cross-Platform / Experiential

OS_CP17087M

2017 Cross-Platform Merit Award

lg2 / Toronto

Rethink Breast Cancer

The Give-A-Care Collection

Craft / Writing - Campaign

OS_CP17076M

2017 Cross-Platform Merit Award

Marcel / Sydney

ABC / Marcel

Art Breaks

Craft / Writing - Campaign

OS_CP17077M

2017 Cross-Platform Merit Award

Spotify / New York

Spotify

2016 Wrapped

Craft / Writing - Campaign

OS_CP17078M

2017 Cross-Platform Merit Award

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Craft / Writing - Campaign

OS_CP17079M

2017 Cross-Platform Merit Award

Cossette / Toronto

SickKids Foundation

SickKids VS

Craft / Art Direction - Campaign

OS_CP17073M

2017 Cross-Platform Merit Award

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Craft / Art Direction - Campaign

OS_CP17074M

2017 Cross-Platform Merit Award

Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco + Dwight Eschliman Photography / San Francisco + Dschwen LLC / Minneapolis

SONIC Drive-In

#SquareShakes

Craft / Art Direction - Campaign

OS_CP17075M

2017 Cross-Platform Merit Award

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Experiential / Installations

OS_CP17034M

2017 Cross-Platform Merit Award

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

Experiential / Installations

OS_CP17035M

2017 Cross-Platform Merit Award

TBWA\ / Melbourne

ANZ

GAYNZ

Experiential / Installations

OS_CP17036M

2017 Cross-Platform Merit Award

72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Google

Year In Search 2016

Integrated Branding

OS_CP17044M

2017 Cross-Platform Merit Award

adam&eveDDB / London + Blink Productions / London + Manning Gotlieb OMD / London + Leland Music / London

John Lewis

Buster The Boxer

Integrated Branding

OS_CP17045M

2017 Cross-Platform Merit Award

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Integrated Branding

OS_CP17046M

2017 Cross-Platform Merit Award

Anomaly / Toronto

Labatt Brewing Company Ltd.

#LightUpTheNation

Integrated Branding

OS_CP17047M

2017 Cross-Platform Merit Award

BBDO / New York + O Positive

Mars Chocolate North America - Snickers

Snickers Live

Integrated Branding

OS_CP17048M

2017 Cross-Platform Merit Award

DAVID / Miami

Burger King

Whopper Sign

Integrated Branding

OS_CP17049M

2017 Cross-Platform Merit Award

Droga5 / London

Rustlers

What A Time To Be Alive

Integrated Branding

OS_CP17050M

2017 Cross-Platform Merit Award

Energy BBDO / Chicago

Wrigley, a Subsidiary of Mars, Incorporated

Extra Gum "Give Extra, get extra"

Integrated Branding

OS_CP17051M

2017 Cross-Platform Merit Award

HEIMAT / Berlin

Legacy

#Paintback

Integrated Branding

OS_CP17052M

2017 Cross-Platform Merit Award

Leo Burnett / Madrid + RCR / Madrid

Loterias y Apuestas del Estado

December 21st

Integrated Branding

OS_CP17053M

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