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

Whopper Exchange
Agency: AKQA / São Paulo
Client: Burger King Category: Ambient / P.O.P. & In-Store - Single


Foot Locker Audio Tours
Agency: BBDO / New York + EG Plus / New York
Client: Foot Locker Category: Ambient / P.O.P. & In-Store - Single


The Hidden Car Crash Wine Label
Agency: Leo Burnett / Moscow
Client: Uber Category: Ambient / P.O.P. & In-Store - Single


Sugar Detox
Agency: Marcel / Paris
Client: Intermarché Category: Ambient / P.O.P. & In-Store - Single


The Daily Catch
Agency: Serviceplan / Munich
Client: METRO Category: Ambient / P.O.P. & In-Store - Single


Whopper Sign
Agency: DAVID / Miami
Client: Burger King Category: Ambient / P.O.P. & In-Store - Campaign


The Refugee Collection
Agency: Ogilvy & Mather Japan GK / Tokyo
Client: Refugees International Japan Category: Ambient / P.O.P. & In-Store - Campaign


The Riderless Bike
Agency: Havas / Sydney + Red Agency / Sydney + FINCH / Sydney
Client: Steve Waugh Foundation Category: Innovation in Direct


The First Analog Webstore
Agency: Heimat Werbeagentur GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Innovation in Direct


Lifesaver Backpack
Agency: J. Walter Thompson Colombia / Bogota
Client: Casa Luker Category: Innovation in Direct


+MET PROJECT
Agency: J. Walter Thompson Japan / Tokyo + Onion Inc. / Tokyo + amana inc. / Tokyo
Client: TANIZAWA Category: Innovation in Direct


Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Innovation in Direct


Ahlan Bear
Agency: Rethink / Toronto/Montreal/Vancouver + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client: COSTI Immigrant Services Category: Innovation in Direct


GIGA Selfie
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: Tourism Australia Category: Innovation in Direct


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


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


#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


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


Dads #ShareTheLoad
Agency: BBDO India / Mumbai
Client: P&G India Category: Craft / Writing - 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 Werbeagentur GmbH / 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


Supporters all the way
Agency: FRED & FARID / Paris
Client: Société Générale Category: Ambient / Billboards & Transit - Campaign


Spanish Lessons
Agency: ALMA DDB. / Miami
Client: Netflix - Narcos Category: Digital / Social Media & Viral Marketing


Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Digital / Social Media & Viral Marketing


Dads #ShareTheLoad (Film Case)
Agency: BBDO India / Mumbai
Client: P&G India Category: Digital / Social Media & Viral Marketing


#WhoIsTheKing
Agency: Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client: Burger King Category: Digital / Social Media & Viral Marketing


Hungerithm
Agency: Clemenger BBDO / Melbourne
Client: Mars Chocolate Australia Category: Digital / Social Media & Viral Marketing


Unacceptable Acceptance Letters
Agency: Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client: The Hunting Ground C/O Chain Camera Pictures Category: Digital / Social Media & Viral Marketing


Winter Swear Jar
Agency: J. Walter Thompson Canada / Toronto
Client: Hotels.com Category: Digital / Social Media & Viral Marketing


Donate the Bars
Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client: Atados Category: Digital / Social Media & Viral Marketing


Your Name Saves
Agency: Leo Burnett / Chicago
Client: Donate Life America Category: Digital / Social Media & Viral Marketing


December 21st
Agency: Leo Burnett / Madrid + RCR / Madrid
Client: Loterias y Apuestas del Estado Category: Digital / Social Media & Viral Marketing


FlyBabies
Agency: MullenLowe / New York
Client: JetBlue Category: Digital / Social Media & Viral Marketing


Cadbury Pre Joy
Agency: Ogilvy & Mather / Johannesburg
Client: Mondelez Category: Digital / Social Media & Viral Marketing


The Unbreakable Preview
Agency: Ogilvy / Paris
Client: Netflix France Category: Digital / Social Media & Viral Marketing


The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Digital / Social Media & Viral Marketing


Award:
2017 Direct Marketing Merit Award
Agency:
AKQA / São Paulo
Client:
Burger King
Title:
Whopper Exchange
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17055M

Award:
2017 Direct Marketing Merit Award
Agency:
BBDO / New York + EG Plus / New York
Client:
Foot Locker
Title:
Foot Locker Audio Tours
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17056M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Moscow
Client:
Uber
Title:
The Hidden Car Crash Wine Label
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17057M

Award:
2017 Direct Marketing Merit Award
Agency:
Marcel / Paris
Client:
Intermarché
Title:
Sugar Detox
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17058M

Award:
2017 Direct Marketing Merit Award
Agency:
Serviceplan / Munich
Client:
METRO
Title:
The Daily Catch
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17059M

Award:
2017 Direct Marketing Merit Award
Agency:
DAVID / Miami
Client:
Burger King
Title:
Whopper Sign
Category:
Ambient / P.O.P. & In-Store - Campaign
Annual ID:
OS_DI17060M

Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather Japan GK / Tokyo
Client:
Refugees International Japan
Title:
The Refugee Collection
Category:
Ambient / P.O.P. & In-Store - Campaign
Annual ID:
OS_DI17061M

Award:
2017 Direct Marketing Merit Award
Agency:
Havas / Sydney + Red Agency / Sydney + FINCH / Sydney
Client:
Steve Waugh Foundation
Title:
The Riderless Bike
Category:
Innovation in Direct
Annual ID:
OS_DI17129M

Award:
2017 Direct Marketing Merit Award
Agency:
Heimat Werbeagentur GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The First Analog Webstore
Category:
Innovation in Direct
Annual ID:
OS_DI17130M

Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Colombia / Bogota
Client:
Casa Luker
Title:
Lifesaver Backpack
Category:
Innovation in Direct
Annual ID:
OS_DI17131M

Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Japan / Tokyo + Onion Inc. / Tokyo + amana inc. / Tokyo
Client:
TANIZAWA
Title:
+MET PROJECT
Category:
Innovation in Direct
Annual ID:
OS_DI17132M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Innovation in Direct
Annual ID:
OS_DI17133M

Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / London
Client:
Nike
Title:
Nike On Demand
Category:
Innovation in Direct
Annual ID:
OS_DI17134M

Award:
2017 Direct Marketing Merit Award
Agency:
Rethink / Toronto/Montreal/Vancouver + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client:
COSTI Immigrant Services
Title:
Ahlan Bear
Category:
Innovation in Direct
Annual ID:
OS_DI17135M

Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo
Client:
Tourism Australia
Title:
GIGA Selfie
Category:
Innovation in Direct
Annual ID:
OS_DI17136M

Award:
2017 Direct Marketing Merit Award
Agency:
Rosapark / Paris
Client:
Fruits and Wine
Title:
Picnic Blanket
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17062M

Award:
2017 Direct Marketing Merit Award
Agency:
W3haus / São Paulo
Client:
NGO CRIOLA
Title:
Mirrors of Racism
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17063M

Award:
2017 Direct Marketing Merit Award
Agency:
WMcCann / Rio de Janeiro
Client:
Água Mineral Crystal / Coca-Cola Brasil
Title:
The Rainwater Drinking Fountain
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17064M

Award:
2017 Direct Marketing Merit Award
Agency:
F/Nazca Saatchi & Saatchi / São Paulo
Client:
Ambev - Guaraná Antarctica
Title:
The Book Of Wara'ná
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI17116M

Award:
2017 Direct Marketing Merit Award
Agency:
HAKUHODO INC. / TOKYO
Client:
TAKEO CO.,LTD.
Title:
Tokyo Deep Nights
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI17117M

Award:
2017 Direct Marketing Merit Award
Agency:
360i / New York
Client:
A&E - HISTORY
Title:
#ReadingforROOTS
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17081M

Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich
Client:
Hockey Club Davos
Title:
Rink Bingo
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17082M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17083M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett Colombia / Bogota
Client:
Special Olympics Colombia
Title:
Special Sponsors
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17084M

Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
The Brady Foundation
Title:
Zero Minutes of Fame
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17085M

Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / London
Client:
Nike
Title:
Nike On Demand
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17086M

Award:
2017 Direct Marketing Merit Award
Agency:
SID LEE / Paris
Client:
PagesJaunes
Title:
Made by professionals
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17087M

Award:
2017 Direct Marketing Merit Award
Agency:
TBWA / Shanghai
Client:
CHINA ASSOCIATION OF THE DEAF
Title:
SIGNEMOJI
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17088M

Award:
2017 Direct Marketing Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad
Category:
Craft / Writing - Single or Campaign
Annual ID:
OS_DI17115M

Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client:
Flüchtlinge Willkommen
Title:
Search Racism. Find Truth.
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17118M

Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17119M

Award:
2017 Direct Marketing Merit Award
Agency:
Heimat Werbeagentur GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The First Analog Webstore
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17120M

Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy / New York
Client:
Webby Awards
Title:
Typevoice
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17121M

Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO
Client:
NISSAN MOTOR CO.,LTD.
Title:
INTELLIGENT PARKING CHAIR
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17122M

Award:
2017 Direct Marketing Merit Award
Agency:
UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen
Client:
Waoo
Title:
Donate your data
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17123M

Award:
2017 Direct Marketing Merit Award
Agency:
FRED & FARID / Paris
Client:
Société Générale
Title:
Supporters all the way
Category:
Ambient / Billboards & Transit - Campaign
Annual ID:
OS_DI17065M

Award:
2017 Direct Marketing Merit Award
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17089M

Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17090M

Award:
2017 Direct Marketing Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad (Film Case)
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17091M

Award:
2017 Direct Marketing Merit Award
Agency:
Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client:
Burger King
Title:
#WhoIsTheKing
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17092M

Award:
2017 Direct Marketing Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17093M

Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client:
The Hunting Ground C/O Chain Camera Pictures
Title:
Unacceptable Acceptance Letters
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17094M

Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Canada / Toronto
Client:
Hotels.com
Title:
Winter Swear Jar
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17095M

Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client:
Atados
Title:
Donate the Bars
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17096M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17097M

Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Madrid + RCR / Madrid
Client:
Loterias y Apuestas del Estado
Title:
December 21st
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17098M

Award:
2017 Direct Marketing Merit Award
Agency:
MullenLowe / New York
Client:
JetBlue
Title:
FlyBabies
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17099M

Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Johannesburg
Client:
Mondelez
Title:
Cadbury Pre Joy
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17100M

Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy / Paris
Client:
Netflix France
Title:
The Unbreakable Preview
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17101M
