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 Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Print / Flat & Dimensional
The tear-open-mailing for "Mein Kampf - against racism" Agency: Ogilvy / Germany Client: Gesicht zeigen! An association encouraging people to stand against racism in Germany Category: Print / Flat & Dimensional
The Professionals Collection Agency: CP+B / Boulder + Ketchum / New York Client: Fruit of the Loom Category: Print / Flat & Dimensional
The Future of Hate: Stop HB757 Agency: DigitasLBi / Atlanta Client: Lost-n-Found Youth Category: Print / Flat & Dimensional
Behind the leather Agency: Ogilvy Group Thailand / Bangkok Client: People for the Ethical Treatment of Animals Category: Craft / Art Direction - Single or Campaign
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Social Media & Viral Marketing
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Digital / Social Media & Viral Marketing
Check it before it's removed: naked breasts on Facebook against breast cancer. Agency: DDB Group Germany / Berlin Client: Pink Ribbon Deutschland Category: Digital / Social Media & Viral Marketing
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Digital / Social Media & Viral Marketing
Like my addiction Agency: BETC / Paris Client: Addict Aide Category: Digital / Social Media & Viral Marketing
Down Syndrome Answers Agency: FCB Canada / Toronto Client: Canadian Down Syndrome Society Category: Digital / Social Media & Viral Marketing
The Reversed Trailer Agency: TRY / Oslo Client: Volkswagen Category: Digital / Social Media & Viral Marketing
IKEA Retail Therapy Agency: Akestam Holst NOA / Stockholm Client: IKEA Category: Digital / Websites, Mobile, & Banners
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Digital / Websites, Mobile, & Banners
MashiMachine Agency: Leo Burnett Mexico / Mexico City Client: 4Pelagatos Category: Digital / Websites, Mobile, & Banners
Donate the Bars Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York Client: Atados Category: Digital / Websites, Mobile, & Banners
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Digital / Websites, Mobile, & Banners
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Craft / Use of Digital Technology - Single or Campaign
brainBAND Agency: Leo Burnett / Sydney Client: Samsung Australia Category: Craft / Use of Digital Technology - Single or Campaign
LandCruiser Emergency Network Agency: Saatchi & Saatchi / Sydney Client: Toyota Motor Corporation Australia Category: Craft / Use of Digital Technology - Single or Campaign
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
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Ambient / P.O.P. & In-Store - Campaign
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Craft / Printing / Production - Single or Campaign
The tear-open-mailing for "Mein Kampf - against racism" Agency: Ogilvy / Germany Client: Gesicht zeigen! An association encouraging people to stand against racism in Germany Category: Craft / Printing / Production - Single or Campaign
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
Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Ambient / Live Events
The Reversed Trailer Agency: TRY / Oslo + Bacon / Oslo + APT / Oslo Client: Volkswagen Category: Ambient / Live Events
Unknowns Agency: Grey / New York + Townhouse / New York Client: Canon Category: Ambient / Live Events
FlyBabies Agency: MullenLowe / New York Client: JetBlue Category: Ambient / Live Events
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Innovation in Direct
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Direct
Touchable Ink Agency: J. Walter Thompson / Bangkok Client: Thai Samsung Electronics / Thai Association of The Blind Category: Innovation in Direct
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Innovation in Direct
Like my addiction Agency: BETC / Paris Client: Addict Aide Category: Innovation in Direct
LandCruiser Emergency Network Agency: Saatchi & Saatchi / Sydney Client: Toyota Motor Corporation Australia Category: Innovation in Direct
Down Syndrome Answers Agency: FCB Canada / Toronto Client: Canadian Down Syndrome Society Category: Craft / Data-Driven Personalization - Single or Campaign
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Craft / Data-Driven Personalization - Single or Campaign
Dads #ShareTheLoad Agency: BBDO India / Mumbai Client: P&G India Category: Craft / Writing - Single or Campaign
Search for Greatness Agency: BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York Client: Sony PlayStation Category: Print / Flat & Dimensional
HEAT TECH WINDOW Agency: Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul Client: UNIQLO Category: Print / Flat & Dimensional
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Print / Flat & Dimensional
The SAB Spike Detector Coaster Agency: Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg Client: South African Breweries Category: Print / Flat & Dimensional

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 Direct Marketing Gold Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Print / Flat & Dimensional

OS_DI17001G

2017 Direct Marketing Silver Pencil

Ogilvy / Germany

Gesicht zeigen! An association encouraging people to stand against racism in Germany

The tear-open-mailing for "Mein Kampf - against racism"

Print / Flat & Dimensional

OS_DI17002S

2017 Direct Marketing Bronze Pencil

CP+B / Boulder + Ketchum / New York

Fruit of the Loom

The Professionals Collection

Print / Flat & Dimensional

OS_DI17003B

2017 Direct Marketing Bronze Pencil

DigitasLBi / Atlanta

Lost-n-Found Youth

The Future of Hate: Stop HB757

Print / Flat & Dimensional

OS_DI17004B

2017 Direct Marketing Bronze Pencil

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

Craft / Art Direction - Single or Campaign

OS_DI17032B

2017 Direct Marketing Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Ambient / P.O.P. & In-Store - Single

OS_DI17005G

2017 Direct Marketing Gold Pencil

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

Swedish Tourist Association

The Swedish Number

Digital / Social Media & Viral Marketing

OS_DI17025G

2017 Direct Marketing Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Digital / Social Media & Viral Marketing

OS_DI17026G

2017 Direct Marketing Silver Pencil

DDB Group Germany / Berlin

Pink Ribbon Deutschland

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

Digital / Social Media & Viral Marketing

OS_DI17027S

2017 Direct Marketing Silver Pencil

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Digital / Social Media & Viral Marketing

OS_DI17028S

2017 Direct Marketing Bronze Pencil

BETC / Paris

Addict Aide

Like my addiction

Digital / Social Media & Viral Marketing

OS_DI17029B

2017 Direct Marketing Bronze Pencil

FCB Canada / Toronto

Canadian Down Syndrome Society

Down Syndrome Answers

Digital / Social Media & Viral Marketing

OS_DI17030B

2017 Direct Marketing Bronze Pencil

TRY / Oslo

Volkswagen

The Reversed Trailer

Digital / Social Media & Viral Marketing

OS_DI17031B

2017 Direct Marketing Silver Pencil

Akestam Holst NOA / Stockholm

IKEA

IKEA Retail Therapy

Digital / Websites, Mobile, & Banners

OS_DI17020S

2017 Direct Marketing Silver Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Digital / Websites, Mobile, & Banners

OS_DI17021S

2017 Direct Marketing Silver Pencil

Leo Burnett Mexico / Mexico City

4Pelagatos

MashiMachine

Digital / Websites, Mobile, & Banners

OS_DI17022S

2017 Direct Marketing Bronze Pencil

J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York

Atados

Donate the Bars

Digital / Websites, Mobile, & Banners

OS_DI17023B

2017 Direct Marketing Bronze Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Digital / Websites, Mobile, & Banners

OS_DI17024B

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Use of Digital Technology - Single or Campaign

OS_DI17035G

2017 Direct Marketing Bronze Pencil

Leo Burnett / Sydney

Samsung Australia

brainBAND

Craft / Use of Digital Technology - Single or Campaign

OS_DI17036B

2017 Direct Marketing Bronze Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Craft / Use of Digital Technology - Single or Campaign

OS_DI17037B

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 Direct Marketing Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Ambient / P.O.P. & In-Store - Campaign

OS_DI17006S

2017 Direct Marketing Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Craft / Printing / Production - Single or Campaign

OS_DI17033S

2017 Direct Marketing Bronze Pencil

Ogilvy / Germany

Gesicht zeigen! An association encouraging people to stand against racism in Germany

The tear-open-mailing for "Mein Kampf - against racism"

Craft / Printing / Production - Single or Campaign

OS_DI17034B

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 Direct Marketing Silver Pencil

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Ambient / Live Events

OS_DI17014S

2017 Direct Marketing Silver Pencil

TRY / Oslo + Bacon / Oslo + APT / Oslo

Volkswagen

The Reversed Trailer

Ambient / Live Events

OS_DI17015S

2017 Direct Marketing Bronze Pencil

Grey / New York + Townhouse / New York

Canon

Unknowns

Ambient / Live Events

OS_DI17016B

2017 Direct Marketing Bronze Pencil

MullenLowe / New York

JetBlue

FlyBabies

Ambient / Live Events

OS_DI17017B

2017 Direct Marketing Gold Pencil

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

Swedish Tourist Association

The Swedish Number

Innovation in Direct

OS_DI17040G

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Direct

OS_DI17041G

2017 Direct Marketing Silver Pencil

J. Walter Thompson / Bangkok

Thai Samsung Electronics / Thai Association of The Blind

Touchable Ink

Innovation in Direct

OS_DI17042S

2017 Direct Marketing Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Innovation in Direct

OS_DI17043S

2017 Direct Marketing Bronze Pencil

BETC / Paris

Addict Aide

Like my addiction

Innovation in Direct

OS_DI17044B

2017 Direct Marketing Bronze Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Innovation in Direct

OS_DI17045B

2017 Direct Marketing Silver Pencil

FCB Canada / Toronto

Canadian Down Syndrome Society

Down Syndrome Answers

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17038S

2017 Direct Marketing Bronze Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17039B

2017 Direct Marketing Merit Award

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad

Craft / Writing - Single or Campaign

OS_DI17115M

2017 Direct Marketing Merit Award

BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York

Sony PlayStation

Search for Greatness

Print / Flat & Dimensional

OS_DI17046M

2017 Direct Marketing Merit Award

Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul

UNIQLO

HEAT TECH WINDOW

Print / Flat & Dimensional

OS_DI17047M

2017 Direct Marketing Merit Award

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Print / Flat & Dimensional

OS_DI17048M

2017 Direct Marketing Merit Award

Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg

South African Breweries

The SAB Spike Detector Coaster

Print / Flat & Dimensional

OS_DI17049M

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