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

The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
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 Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
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
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
Kunstmuseum Basel Light Frieze Agency: iart ag / Basel + Christ & Gantenbein / Basel Client: Construction and Transport Department of the Canton of Basel-Stadt, St├Ądtebau & Architektur, Hochbauamt Category: Architecture Enhancement
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
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
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
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
Global Nike Agency: Wieden+Kennedy / Portland + Wieden+Kennedy / Global Client: Nike Category: Penta Pencil
TBWAMedia Arts Lab + Apple Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Penta Pencil
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Packaging / Mass-market
Lo & Behold: Reveries of the Connected World Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles Client: NETSCOUT Category: Broadcast / Long Form - Single
A Bear's-Eye View of Yellowstone Agency: Hello Monday / New York + National Geographic / Washington D.C. Client: National Geographic Category: Websites
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Design / Immersive Design
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Branding / Brand Installations
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube Agency: Conaco / Los Angeles + Turner / Atlanta Client: Universal Pictures Category: Online / Long Form - Single
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Evan Agency: BBDO / New York + Smuggler / Los Angeles Client: Sandy Hook Promise Category: Film / Cinema / Fiction
Documents Agency: DDB / New York Client: Gun by Gun Category: Publishing / Magazine - Campaign
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Public Relations
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
Unlimited Together Agency: Wieden+Kennedy / New York + Doomsday / LA Client: Nike and Jordan Brand Category: Craft - Use of Original Music / Use of Original Music - Single
Change Please Agency: FCB Inferno / London Client: Change Please and the Big Issue Category: Physical Product
The Nation's Bike Agency: Leo Burnett India / Mumbai Client: Bajaj Auto Category: Physical Product
Klarafy Agency: FamousGrey / Groot-Bijgaarden + Klara / Brussel Client: Klara Category: Innovation in Radio
Girls of Paradise Agency: McCANN Paris / Clichy + MRM//McCANN / Clichy Client: Mouvement du Nid Category: Innovation in Radio
Sea Hero Quest Agency: Saatchi & Saatchi / London + BUF / Paris Client: Deutsche Telekom Category: Innovation in Interactive / Gaming
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Interactive / Gaming
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich Client: Dot Incorporation Category: Innovation in Design / Digital Design
Care Counts Agency: DigitasLBi / Chicago + Ketchum / Chicago Client: Whirlpool Category: Community Building
Bud Light Agency: jones knowles ritchie / New York Client: Bud Light Category: Branding / Rebranding
Cheetos Museum Agency: Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles Client: Cheetos Category: Social Engagement / User-Generated Content
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles Client: UNICEF Category: Craft / Animation - Campaign
Touchable Ink Agency: J. Walter Thompson / Bangkok Client: Thai Samsung Electronics / Thai Association of The Blind Category: Innovation in Design / Print Design
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
Chris Fonseca I Keep It Moving I Smirnoff Ice Agency: 72andSunny / New York + Epoch / New York + Cut N Run / New York Client: Smirnoff Category: Craft - Sound Design / Sound Design - Single
Dark to Light Agency: BBDO / New York Client: Mars Petcare / Pedigree Category: Craft - Sound Design / Sound Design - Single
The Most Precious Gift Agency: HEIMAT / Berlin Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul Client: Dot Incorporation Category: Integrated Digital & Physical Product
LandCruiser Emergency Network Agency: Saatchi & Saatchi / Sydney Client: Toyota Motor Corporation Australia Category: Innovation in Mobile

2017 Cross-Platform Best of Show Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Branded Entertainment Best of Discipline Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Public Relations Best of Discipline Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Interactive Best of Discipline Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Virtual Reality (VR)

OS_IN17011G

2017 Design Best of Discipline Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 Print & Outdoor Best of Discipline Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

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

OS_PO17034G

2017 Film Best of Discipline Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 Mobile Best of Discipline Pencil

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

Swedish Tourist Association

The Swedish Number

Mobile Advertising

OS_MO17007G

2017 Radio Best of Discipline Pencil

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

Netflorist

A War of Words - Anniversary Forgotten

Craft / Sound Design - Single

OS_RA17016G

2017 Cross-Platform Best of Discipline Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Responsive Environments Best of Discipline Pencil

iart ag / Basel + Christ & Gantenbein / Basel

Construction and Transport Department of the Canton of Basel-Stadt, St├Ądtebau & Architektur, Hochbauamt

Kunstmuseum Basel Light Frieze

Architecture Enhancement

OS_RE17001G

2017 Direct Marketing Best of Discipline Pencil

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

Swedish Tourist Association

The Swedish Number

Digital / Websites, Mobile, & Banners

OS_DI17019G

2017 Moving Image Craft Best of Discipline 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 Social Media Best of Discipline 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 Intellectual Property Best of Discipline Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

2017 UX / UI Best of Discipline Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

2017 Penta Pencil Penta Pencil

Wieden+Kennedy / Portland + Wieden+Kennedy / Global

Nike

Global Nike

Penta Pencil

OS_PP17001P

2017 Penta Pencil Penta Pencil

TBWA\Media Arts Lab / Los Angeles

Apple

TBWAMedia Arts Lab + Apple

Penta Pencil

OS_PP17002P

2017 Design Green Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Packaging / Mass-market

OS_DE17042G

2017 Branded Entertainment Gold Pencil

Pereira & O'Dell / New York + Saville Productions / Los Angeles

NETSCOUT

Lo & Behold: Reveries of the Connected World

Broadcast / Long Form - Single

OS_BE17002G

2017 Interactive Gold Pencil

Hello Monday / New York + National Geographic / Washington D.C.

National Geographic

A Bear's-Eye View of Yellowstone

Websites

OS_IN17001G

2017 Design Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Design / Immersive Design

OS_DE17089G

2017 Design Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Branding / Brand Installations

OS_DE17008G

2017 Branded Entertainment Gold Pencil

Conaco / Los Angeles + Turner / Atlanta

Universal Pictures

CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube

Online / Long Form - Single

OS_BE17013G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Branded Entertainment Gold Pencil

BBDO / New York + Smuggler / Los Angeles

Sandy Hook Promise

Evan

Film / Cinema / Fiction

OS_BE17003G

2017 Print & Outdoor Gold Pencil

DDB / New York

Gun by Gun

Documents

Publishing / Magazine - Campaign

OS_PO17005G

2017 Public Relations Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Public Relations

OS_PR17028G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Moving Image Craft Gold Pencil

Wieden+Kennedy / New York + Doomsday / LA

Nike and Jordan Brand

Unlimited Together

Craft - Use of Original Music / Use of Original Music - Single

OS_MI17031G

2017 Intellectual Property Gold Pencil

FCB Inferno / London

Change Please and the Big Issue

Change Please

Physical Product

OS_IP17001G

2017 Intellectual Property Gold Pencil

Leo Burnett India / Mumbai

Bajaj Auto

The Nation's Bike

Physical Product

OS_IP17002G

2017 Radio Gold Pencil

FamousGrey / Groot-Bijgaarden + Klara / Brussel

Klara

Klarafy

Innovation in Radio

OS_RA17020G

2017 Radio Gold Pencil

McCANN Paris / Clichy + MRM//McCANN / Clichy

Mouvement du Nid

Girls of Paradise

Innovation in Radio

OS_RA17021G

2017 Interactive Gold Pencil

Saatchi & Saatchi / London + BUF / Paris

Deutsche Telekom

Sea Hero Quest

Innovation in Interactive / Gaming

OS_IN17034G

2017 Interactive Gold Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Interactive / Gaming

OS_IN17035G

2017 Design Gold Pencil

Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich

Dot Incorporation

DOT. The first Braille Smartwatch.

Innovation in Design / Digital Design

OS_DE17086G

2017 Public Relations Gold Pencil

DigitasLBi / Chicago + Ketchum / Chicago

Whirlpool

Care Counts

Community Building

OS_PR17010G

2017 Design Gold Pencil

jones knowles ritchie / New York

Bud Light

Bud Light

Branding / Rebranding

OS_DE17007G

2017 Social Media Gold Pencil

Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles

Cheetos

Cheetos Museum

Social Engagement / User-Generated Content

OS_SM17017G

2017 Cross-Platform Gold Pencil

180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles

UNICEF

Unfairy Tales

Craft / Animation - Campaign

OS_CP17026G

2017 Design Gold Pencil

J. Walter Thompson / Bangkok

Thai Samsung Electronics / Thai Association of The Blind

Touchable Ink

Innovation in Design / Print Design

OS_DE17084G

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 Moving Image Craft Gold Pencil

72andSunny / New York + Epoch / New York + Cut N Run / New York

Smirnoff

Chris Fonseca I Keep It Moving I Smirnoff Ice

Craft - Sound Design / Sound Design - Single

OS_MI17027G

2017 Moving Image Craft Gold Pencil

BBDO / New York

Mars Petcare / Pedigree

Dark to Light

Craft - Sound Design / Sound Design - Single

OS_MI17028G

2017 Moving Image Craft Gold Pencil

HEIMAT / Berlin

Otto (GmbH & Co KG)

The Most Precious Gift

Craft - Animation / Animation - Single

OS_MI17019G

2017 Branded Entertainment Gold Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Online / Short Form - Campaign

OS_BE17009G

2017 Intellectual Property Gold Pencil

Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul

Dot Incorporation

DOT. The first Braille Smartwatch.

Integrated Digital & Physical Product

OS_IP17010G

2017 Mobile Gold Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Innovation in Mobile

OS_MO17028G

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