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 Book Of Wara'ná Agency: F/Nazca Saatchi & Saatchi / São Paulo Client: Ambev - Guaraná Antarctica Category: Craft / Printing / Production - Single or Campaign
Tokyo Deep Nights Agency: HAKUHODO INC. / TOKYO Client: TAKEO CO.,LTD. Category: Craft / Printing / Production - Single or Campaign
Search Racism. Find Truth. Agency: FCB / Zürich + Ehrenberg Kommunikation / Hamburg Client: Flüchtlinge Willkommen Category: Craft / Use of Digital Technology - Single or Campaign
The Breathalyzer Bag Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles Client: Tostitos Category: Craft / Use of Digital Technology - Single or Campaign
The First Analog Webstore Agency: HEIMAT / Berlin Client: HORNBACH Baumarkt AG Category: Craft / Use of Digital Technology - Single or Campaign
Typevoice Agency: Ogilvy / New York Client: Webby Awards Category: Craft / Use of Digital Technology - Single or Campaign
INTELLIGENT PARKING CHAIR Agency: TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO Client: NISSAN MOTOR CO.,LTD. Category: Craft / Use of Digital Technology - Single or Campaign
Donate your data Agency: UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen Client: Waoo Category: Craft / Use of Digital Technology - 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
SOBA ALLERGY TATTOO CHECKER Agency: J. Walter Thompson Japan / Tokyo Client: DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE Category: Print / Flat & Dimensional
Air-Ink Agency: Marcel / Sydney Client: Tiger Beer Category: Print / Flat & Dimensional
IKEA It's that affordable PRICE TAGs Agency: Memac Ogilvy / Dubai Client: IKEA Saudi Arabia Category: Print / Flat & Dimensional
Print Ad Blocker Agency: MullenLowe Brindfors / Stockholm + Golin / Stockholm Client: Telenor Företag Category: Print / Flat & Dimensional
Addressing The Problem Agency: OgilvyOne / London Client: What 3 Words Category: Print / Flat & Dimensional
Rink Bingo Agency: FCB / Zürich Client: Hockey Club Davos Category: Ambient / Live Events
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Ambient / Live Events
Anti-Rival Vaccine Agency: Ogilvy Brasil / São Paulo + Hungry Man / São Paulo + Jamute / Curitiba Client: BandSports Category: Ambient / Live Events
GIGA Selfie Agency: TBWA\HAKUHODO Inc. / Tokyo Client: Tourism Australia Category: Ambient / Live Events
Search Racism. Find Truth. Agency: FCB / Zürich + Ehrenberg Kommunikation / Hamburg Client: Flüchtlinge Willkommen Category: Craft / Data-Driven Personalization - Single or Campaign
Vigilant Wallpapers Agency: Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo Client: Jeep Category: Craft / Data-Driven Personalization - Single or Campaign
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Craft / Data-Driven Personalization - Single or Campaign
The Suncell Guide Agency: MRM//McCann / Stockholm Client: Vattenfall Category: Craft / Data-Driven Personalization - Single or Campaign
Careculator Agency: R/GA / New York Client: Jet.com Category: Craft / Data-Driven Personalization - Single or Campaign
Change the Work Climate Agency: BBDO / Toronto Client: BBDO Toronto Category: Self-Promotion
Concepción Agency: Leo Burnett / Bogota Client: Davivienda Category: Self-Promotion
IT RAN Agency: lg2 / Toronto Client: NABS Category: Self-Promotion
The Great Trump Escape Agency: Round & Round / Stockholm Client: Round & Round Category: Self-Promotion
#ReadingforROOTS Agency: 360i / New York Client: A&E - HISTORY Category: Digital / Websites, Mobile, & Banners
Rink Bingo Agency: FCB / Zürich Client: Hockey Club Davos Category: Digital / Websites, Mobile, & Banners
Your Name Saves Agency: Leo Burnett / Chicago Client: Donate Life America Category: Digital / Websites, Mobile, & Banners
Special Sponsors Agency: Leo Burnett Colombia / Bogota Client: Special Olympics Colombia Category: Digital / Websites, Mobile, & Banners
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Digital / Websites, Mobile, & Banners
Nike On Demand Agency: R/GA / London Client: Nike Category: Digital / Websites, Mobile, & Banners
Made by professionals Agency: SID LEE / Paris Client: PagesJaunes Category: Digital / Websites, Mobile, & Banners
SIGNEMOJI Agency: TBWA / Shanghai Client: CHINA ASSOCIATION OF THE DEAF Category: Digital / Websites, Mobile, & Banners
Picnic Blanket Agency: Rosapark / Paris Client: Fruits and Wine Category: Ambient / Billboards & Transit - Single
Mirrors of Racism Agency: W3haus / São Paulo Client: NGO CRIOLA Category: Ambient / Billboards & Transit - Single
The Rainwater Drinking Fountain Agency: WMcCann / Rio de Janeiro Client: Água Mineral Crystal / Coca-Cola Brasil Category: Ambient / Billboards & Transit - Single
Magic Words - The Unwritten Stories Agency: AlmapBBDO / São Paulo Client: HP Category: Ambient / Immersive / Installations
Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Ambient / Immersive / Installations
Cages Agency: Commonwealth//McCann / Detroit + Carat / Detroit Client: Chevrolet Category: Ambient / Immersive / Installations
Highway Robbery Agency: Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York Client: Volvo Category: Ambient / Immersive / Installations
SMS Last Words Agency: Havas Worldwide / Shanghai Client: Global Road Safety Partnership Category: Ambient / Immersive / Installations
Tribeca Film ReActor Agency: J. Walter Thompson / New York Client: Tribeca Film Institute Category: Ambient / Immersive / Installations
Apartment Stores Agency: Nurun / Paris Client: Delamaison Category: Ambient / Immersive / Installations
Behind the leather Agency: Ogilvy Group Thailand / Bangkok Client: People for the Ethical Treatment of Animals Category: Ambient / Immersive / Installations
25m2 Syria Agency: POL / Oslo Client: NRK TV-aksjonen & IKEA Category: Ambient / Immersive / Installations

2017 Direct Marketing Merit Award

F/Nazca Saatchi & Saatchi / São Paulo

Ambev - Guaraná Antarctica

The Book Of Wara'ná

Craft / Printing / Production - Single or Campaign

OS_DI17116M

2017 Direct Marketing Merit Award

HAKUHODO INC. / TOKYO

TAKEO CO.,LTD.

Tokyo Deep Nights

Craft / Printing / Production - Single or Campaign

OS_DI17117M

2017 Direct Marketing Merit Award

FCB / Zürich + Ehrenberg Kommunikation / Hamburg

Flüchtlinge Willkommen

Search Racism. Find Truth.

Craft / Use of Digital Technology - Single or Campaign

OS_DI17118M

2017 Direct Marketing Merit Award

Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles

Tostitos

The Breathalyzer Bag

Craft / Use of Digital Technology - Single or Campaign

OS_DI17119M

2017 Direct Marketing Merit Award

HEIMAT / Berlin

HORNBACH Baumarkt AG

The First Analog Webstore

Craft / Use of Digital Technology - Single or Campaign

OS_DI17120M

2017 Direct Marketing Merit Award

Ogilvy / New York

Webby Awards

Typevoice

Craft / Use of Digital Technology - Single or Campaign

OS_DI17121M

2017 Direct Marketing Merit Award

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

NISSAN MOTOR CO.,LTD.

INTELLIGENT PARKING CHAIR

Craft / Use of Digital Technology - Single or Campaign

OS_DI17122M

2017 Direct Marketing Merit Award

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

Waoo

Donate your data

Craft / Use of Digital Technology - Single or Campaign

OS_DI17123M

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

2017 Direct Marketing Merit Award

J. Walter Thompson Japan / Tokyo

DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE

SOBA ALLERGY TATTOO CHECKER

Print / Flat & Dimensional

OS_DI17050M

2017 Direct Marketing Merit Award

Marcel / Sydney

Tiger Beer

Air-Ink

Print / Flat & Dimensional

OS_DI17051M

2017 Direct Marketing Merit Award

Memac Ogilvy / Dubai

IKEA Saudi Arabia

IKEA It's that affordable PRICE TAGs

Print / Flat & Dimensional

OS_DI17052M

2017 Direct Marketing Merit Award

MullenLowe Brindfors / Stockholm + Golin / Stockholm

Telenor Företag

Print Ad Blocker

Print / Flat & Dimensional

OS_DI17053M

2017 Direct Marketing Merit Award

OgilvyOne / London

What 3 Words

Addressing The Problem

Print / Flat & Dimensional

OS_DI17054M

2017 Direct Marketing Merit Award

FCB / Zürich

Hockey Club Davos

Rink Bingo

Ambient / Live Events

OS_DI17076M

2017 Direct Marketing Merit Award

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Ambient / Live Events

OS_DI17077M

2017 Direct Marketing Merit Award

Ogilvy Brasil / São Paulo + Hungry Man / São Paulo + Jamute / Curitiba

BandSports

Anti-Rival Vaccine

Ambient / Live Events

OS_DI17078M

2017 Direct Marketing Merit Award

TBWA\HAKUHODO Inc. / Tokyo

Tourism Australia

GIGA Selfie

Ambient / Live Events

OS_DI17079M

2017 Direct Marketing Merit Award

FCB / Zürich + Ehrenberg Kommunikation / Hamburg

Flüchtlinge Willkommen

Search Racism. Find Truth.

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17124M

2017 Direct Marketing Merit Award

Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo

Jeep

Vigilant Wallpapers

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17125M

2017 Direct Marketing Merit Award

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17126M

2017 Direct Marketing Merit Award

MRM//McCann / Stockholm

Vattenfall

The Suncell Guide

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17127M

2017 Direct Marketing Merit Award

R/GA / New York

Jet.com

Careculator

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17128M

2017 Direct Marketing Merit Award

BBDO / Toronto

BBDO Toronto

Change the Work Climate

Self-Promotion

OS_DI17106M

2017 Direct Marketing Merit Award

Leo Burnett / Bogota

Davivienda

Concepción

Self-Promotion

OS_DI17107M

2017 Direct Marketing Merit Award

lg2 / Toronto

NABS

IT RAN

Self-Promotion

OS_DI17108M

2017 Direct Marketing Merit Award

Round & Round / Stockholm

Round & Round

The Great Trump Escape

Self-Promotion

OS_DI17109M

2017 Direct Marketing Merit Award

360i / New York

A&E - HISTORY

#ReadingforROOTS

Digital / Websites, Mobile, & Banners

OS_DI17081M

2017 Direct Marketing Merit Award

FCB / Zürich

Hockey Club Davos

Rink Bingo

Digital / Websites, Mobile, & Banners

OS_DI17082M

2017 Direct Marketing Merit Award

Leo Burnett / Chicago

Donate Life America

Your Name Saves

Digital / Websites, Mobile, & Banners

OS_DI17083M

2017 Direct Marketing Merit Award

Leo Burnett Colombia / Bogota

Special Olympics Colombia

Special Sponsors

Digital / Websites, Mobile, & Banners

OS_DI17084M

2017 Direct Marketing Merit Award

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Digital / Websites, Mobile, & Banners

OS_DI17085M

2017 Direct Marketing Merit Award

R/GA / London

Nike

Nike On Demand

Digital / Websites, Mobile, & Banners

OS_DI17086M

2017 Direct Marketing Merit Award

SID LEE / Paris

PagesJaunes

Made by professionals

Digital / Websites, Mobile, & Banners

OS_DI17087M

2017 Direct Marketing Merit Award

TBWA / Shanghai

CHINA ASSOCIATION OF THE DEAF

SIGNEMOJI

Digital / Websites, Mobile, & Banners

OS_DI17088M

2017 Direct Marketing Merit Award

Rosapark / Paris

Fruits and Wine

Picnic Blanket

Ambient / Billboards & Transit - Single

OS_DI17062M

2017 Direct Marketing Merit Award

W3haus / São Paulo

NGO CRIOLA

Mirrors of Racism

Ambient / Billboards & Transit - Single

OS_DI17063M

2017 Direct Marketing Merit Award

WMcCann / Rio de Janeiro

Água Mineral Crystal / Coca-Cola Brasil

The Rainwater Drinking Fountain

Ambient / Billboards & Transit - Single

OS_DI17064M

2017 Direct Marketing Merit Award

AlmapBBDO / São Paulo

HP

Magic Words - The Unwritten Stories

Ambient / Immersive / Installations

OS_DI17066M

2017 Direct Marketing Merit Award

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Ambient / Immersive / Installations

OS_DI17067M

2017 Direct Marketing Merit Award

Commonwealth//McCann / Detroit + Carat / Detroit

Chevrolet

Cages

Ambient / Immersive / Installations

OS_DI17068M

2017 Direct Marketing Merit Award

Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York

Volvo

Highway Robbery

Ambient / Immersive / Installations

OS_DI17069M

2017 Direct Marketing Merit Award

Havas Worldwide / Shanghai

Global Road Safety Partnership

SMS Last Words

Ambient / Immersive / Installations

OS_DI17070M

2017 Direct Marketing Merit Award

J. Walter Thompson / New York

Tribeca Film Institute

Tribeca Film ReActor

Ambient / Immersive / Installations

OS_DI17071M

2017 Direct Marketing Merit Award

Nurun / Paris

Delamaison

Apartment Stores

Ambient / Immersive / Installations

OS_DI17072M

2017 Direct Marketing Merit Award

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

Ambient / Immersive / Installations

OS_DI17073M

2017 Direct Marketing Merit Award

POL / Oslo

NRK TV-aksjonen & IKEA

25m2 Syria

Ambient / Immersive / Installations

OS_DI17074M

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