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

The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
#MYNEOLABEL Agency: iris / London Client: adidas neo Category: Online Advertising / Interactive Video
In-a-Snap Agency: BBDO / New York Client: Lowe's Category: Online Advertising / Interactive Video
Scars Agency: DDB / Paris Client: Ubisoft Category: Craft / Visual Effects / Animation
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London Client: Google Arts & Culture Category: Craft / Visual Effects / Animation
Unfairy Tales Agency: 180LA / Santa Monica + MediaMonks / Amsterdam Client: Unicef Category: Craft / Visual Effects / Animation
Fantastic Beasts and Where to Find Them Agency: Framestore / New York + Framestore / London Client: Warner Bros Category: Craft / Visual Effects / Animation
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
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Digital Installations
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Ambient / Immersive / Digital Installations
Tribeca Film ReActor Agency: J. Walter Thompson / New York Client: Tribeca Film Festival Category: Ambient / Immersive / Digital Installations
INTELLIGENT PARKING CHAIR Agency: TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO Client: NISSAN MOTOR CO.,LTD. Category: Ambient / Immersive / Digital Installations
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London Client: Google Arts & Culture Category: Ambient / Immersive / Virtual Reality (VR)
VR Power Trainer Agency: R/GA / Buenos Aires Client: PowerChair Football Argentina Category: Ambient / Immersive / Virtual Reality (VR)
Drag, drop and go Agency: UncleGrey / Copenhagen + WM Creative Labs / Copenhagen Client: Cheapflights Category: Online Advertising / Banners
Champion's Hijack Agency: TBWA\RAAD / Dubai Client: Go Sport Category: Online Advertising / Banners
TacoBot Agency: Deutsch / Los Angeles Client: Taco Bell Category: Websites / Utility
Donate your data Agency: UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen Client: Waoo Category: Websites / Utility
Symphonologie Agency: DigitasLBi / New York + Accenture / New York Client: Accenture Category: Craft / Music / Sound
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Interactive / Ambient / Immersive
Nosulus Rift Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris Client: Ubisoft Category: Innovation in Interactive / Ambient / Immersive
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Innovation in Interactive / Ambient / Immersive
The end of society simulator Agency: BETC / Paris + BETC Digital / Paris Client: Ubisoft Category: Craft / Dynamic Data Visualization
Symphonologie Agency: DigitasLBi / New York + Accenture / New York Client: Accenture Category: Craft / Dynamic Data Visualization
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Craft / Dynamic Data Visualization
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Innovation in Interactive / Online
TacoBot Agency: Deutsch / Los Angeles Client: Taco Bell Category: Innovation in Interactive / Online
A Bear's-Eye View of Yellowstone Agency: Hello Monday / New York + National Geographic / Washington D.C. Client: National Geographic Category: Websites
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Websites
Google presents: The Hidden Worlds of the National Parks Agency: Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City + Kaitlyn Aurelia Smith / Los Angeles Client: National Parks Service + Google Category: Websites
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Websites
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Gaming
The end of society simulator Agency: BETC / Paris + BETC Digital / Paris Client: Ubisoft Category: Gaming
Youland Agency: Wieden+Kennedy / Portland + MediaMonks / Amsterdam Client: Old Spice Category: Gaming
Stop the Hunger Agency: Impact BBDO / Dubai Client: Mars Category: Online Advertising / Interactive Video
Shakin' Shakin' Agency: Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa Client: KFC Category: Online Advertising / Interactive Video
The Soundlounge Poster Agency: BBDO GmbH / Duesseldorf Client: CraftWork - a brand of ad agencyservices GmbH Category: Self-Promotion
The Future of Hate: Stop HB757 Agency: DigitasLBi / Atlanta Client: Lost-n-Found Youth Category: Self-Promotion
Change Please Agency: FCB Inferno / London Client: Change Please and the Big Issue Category: Self-Promotion
Resn Agency: Resn / Wellington Client: Resn Category: Self-Promotion
The Great Trump Escape Agency: Round & Round / Stockholm Client: Round & Round Category: Self-Promotion
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Visual Effects / Animation
MUSEUM IN THE CLOUD Agency: ENJIN Inc. / Tokyo + BIRDMAN Inc. / Tokyo + kirameki Inc. / Tokyo + All Nippon Airways / Tokyo Client: All Nippon Airways Category: Craft / Visual Effects / Animation
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Craft / Visual Effects / Animation
Through the Dark Agency: R/GA / Sydney Client: Google Category: Craft / Visual Effects / Animation
Discover the Magic of Craft Agency: Scholz & Friends / Berlin + Salon Alpin / Vienna Client: Montblanc Category: Craft / Visual Effects / Animation
#TwitterHaloWars Agency: 215 McCann / San Francisco + Twitter / San Francisco Client: Microsoft Xbox Category: Innovation in Interactive / Gaming
Adaptoys Agency: 360i / New York + Axios NYC / New York Client: Christopher & Dana Reeve Foundation Category: Innovation in Interactive / Gaming
2K Boost Agency: CP+B / Los Angeles Client: NBA2K Category: Innovation in Interactive / Gaming

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 Interactive Silver Pencil

iris / London

adidas neo

#MYNEOLABEL

Online Advertising / Interactive Video

OS_IN17009S

2017 Interactive Bronze Pencil

BBDO / New York

Lowe's

In-a-Snap

Online Advertising / Interactive Video

OS_IN17010B

2017 Interactive Silver Pencil

DDB / Paris

Ubisoft

Scars

Craft / Visual Effects / Animation

OS_IN17021S

2017 Interactive Silver Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Craft / Visual Effects / Animation

OS_IN17022S

2017 Interactive Bronze Pencil

180LA / Santa Monica + MediaMonks / Amsterdam

Unicef

Unfairy Tales

Craft / Visual Effects / Animation

OS_IN17023B

2017 Interactive Bronze Pencil

Framestore / New York + Framestore / London

Warner Bros

Fantastic Beasts and Where to Find Them

Craft / Visual Effects / Animation

OS_IN17024B

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 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Digital Installations

OS_IN17014G

2017 Interactive Silver Pencil

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

Nike

Nike Unlimited Stadium

Ambient / Immersive / Digital Installations

OS_IN17015S

2017 Interactive Bronze Pencil

J. Walter Thompson / New York

Tribeca Film Festival

Tribeca Film ReActor

Ambient / Immersive / Digital Installations

OS_IN17016B

2017 Interactive Bronze Pencil

TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO

NISSAN MOTOR CO.,LTD.

INTELLIGENT PARKING CHAIR

Ambient / Immersive / Digital Installations

OS_IN17017B

2017 Interactive Silver Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Ambient / Immersive / Virtual Reality (VR)

OS_IN17012S

2017 Interactive Bronze Pencil

R/GA / Buenos Aires

PowerChair Football Argentina

VR Power Trainer

Ambient / Immersive / Virtual Reality (VR)

OS_IN17013B

2017 Interactive Silver Pencil

UncleGrey / Copenhagen + WM Creative Labs / Copenhagen

Cheapflights

Drag, drop and go

Online Advertising / Banners

OS_IN17007S

2017 Interactive Bronze Pencil

TBWA\RAAD / Dubai

Go Sport

Champion's Hijack

Online Advertising / Banners

OS_IN17008B

2017 Interactive Bronze Pencil

Deutsch / Los Angeles

Taco Bell

TacoBot

Websites / Utility

OS_IN17005B

2017 Interactive Bronze Pencil

UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen

Waoo

Donate your data

Websites / Utility

OS_IN17006B

2017 Interactive Bronze Pencil

DigitasLBi / New York + Accenture / New York

Accenture

Symphonologie

Craft / Music / Sound

OS_IN17025B

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Interactive / Ambient / Immersive

OS_IN17031G

2017 Interactive Silver Pencil

Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris

Ubisoft

Nosulus Rift

Innovation in Interactive / Ambient / Immersive

OS_IN17032S

2017 Interactive Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Innovation in Interactive / Ambient / Immersive

OS_IN17033S

2017 Interactive Gold Pencil

BETC / Paris + BETC Digital / Paris

Ubisoft

The end of society simulator

Craft / Dynamic Data Visualization

OS_IN17026G

2017 Interactive Silver Pencil

DigitasLBi / New York + Accenture / New York

Accenture

Symphonologie

Craft / Dynamic Data Visualization

OS_IN17027S

2017 Interactive Silver Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Craft / Dynamic Data Visualization

OS_IN17028S

2017 Interactive Silver Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Innovation in Interactive / Online

OS_IN17029S

2017 Interactive Bronze Pencil

Deutsch / Los Angeles

Taco Bell

TacoBot

Innovation in Interactive / Online

OS_IN17030B

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 Interactive Silver Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Websites

OS_IN17002S

2017 Interactive Bronze Pencil

Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City + Kaitlyn Aurelia Smith / Los Angeles

National Parks Service + Google

Google presents: The Hidden Worlds of the National Parks

Websites

OS_IN17003B

2017 Interactive Bronze Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Websites

OS_IN17004B

2017 Interactive Silver Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Gaming

OS_IN17018S

2017 Interactive Bronze Pencil

BETC / Paris + BETC Digital / Paris

Ubisoft

The end of society simulator

Gaming

OS_IN17019B

2017 Interactive Bronze Pencil

Wieden+Kennedy / Portland + MediaMonks / Amsterdam

Old Spice

Youland

Gaming

OS_IN17020B

2017 Interactive Merit Award

Impact BBDO / Dubai

Mars

Stop the Hunger

Online Advertising / Interactive Video

OS_IN17054M

2017 Interactive Merit Award

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

KFC

Shakin' Shakin'

Online Advertising / Interactive Video

OS_IN17055M

2017 Interactive Merit Award

BBDO GmbH / Duesseldorf

CraftWork - a brand of ad agencyservices GmbH

The Soundlounge Poster

Self-Promotion

OS_IN17066M

2017 Interactive Merit Award

DigitasLBi / Atlanta

Lost-n-Found Youth

The Future of Hate: Stop HB757

Self-Promotion

OS_IN17067M

2017 Interactive Merit Award

FCB Inferno / London

Change Please and the Big Issue

Change Please

Self-Promotion

OS_IN17068M

2017 Interactive Merit Award

Resn / Wellington

Resn

Resn

Self-Promotion

OS_IN17069M

2017 Interactive Merit Award

Round & Round / Stockholm

Round & Round

The Great Trump Escape

Self-Promotion

OS_IN17070M

2017 Interactive Merit Award

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Craft / Visual Effects / Animation

OS_IN17071M

2017 Interactive Merit Award

ENJIN Inc. / Tokyo + BIRDMAN Inc. / Tokyo + kirameki Inc. / Tokyo + All Nippon Airways / Tokyo

All Nippon Airways

MUSEUM IN THE CLOUD

Craft / Visual Effects / Animation

OS_IN17072M

2017 Interactive Merit Award

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Visual Effects / Animation

OS_IN17073M

2017 Interactive Merit Award

R/GA / Sydney

Google

Through the Dark

Craft / Visual Effects / Animation

OS_IN17074M

2017 Interactive Merit Award

Scholz & Friends / Berlin + Salon Alpin / Vienna

Montblanc

Discover the Magic of Craft

Craft / Visual Effects / Animation

OS_IN17075M

2017 Interactive Merit Award

215 McCann / San Francisco + Twitter / San Francisco

Microsoft Xbox

#TwitterHaloWars

Innovation in Interactive / Gaming

OS_IN17090M

2017 Interactive Merit Award

360i / New York + Axios NYC / New York

Christopher & Dana Reeve Foundation

Adaptoys

Innovation in Interactive / Gaming

OS_IN17091M

2017 Interactive Merit Award

CP+B / Los Angeles

NBA2K

2K Boost

Innovation in Interactive / Gaming

OS_IN17092M

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