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 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 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
Bradshaw Stain Agency: Saatchi & Saatchi / New York Client: Tide Category: Digital / Social Media & Viral Marketing
Adidas Odds Agency: Taproot Dentsu / Mumbai Client: Adidas Category: Digital / Social Media & Viral Marketing
Uncrushable Agency: TBWA / Sydney + Eleven / Sydney Client: M.J. Bale Category: Digital / Social Media & Viral Marketing
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
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
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
Nike On Demand Agency: R/GA / London Client: Nike 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
Dads #ShareTheLoad Agency: BBDO India / Mumbai Client: P&G India Category: Craft / Writing - Single or Campaign
Tackle Homelessness Agency: Boys and Girls / Dublin + Mediavest / Dublin Client: Three Ireland Category: Ambient / Non-Broadcast Video

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 Werbeagentur GmbH / 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

FRED & FARID / Paris

Société Générale

Supporters all the way

Ambient / Billboards & Transit - Campaign

OS_DI17065M

2017 Direct Marketing Merit Award

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Digital / Social Media & Viral Marketing

OS_DI17089M

2017 Direct Marketing Merit Award

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Digital / Social Media & Viral Marketing

OS_DI17090M

2017 Direct Marketing Merit Award

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad (Film Case)

Digital / Social Media & Viral Marketing

OS_DI17091M

2017 Direct Marketing Merit Award

Buzzman / Paris + ICONOCLAST / Paris + THE / Paris

Burger King

#WhoIsTheKing

Digital / Social Media & Viral Marketing

OS_DI17092M

2017 Direct Marketing Merit Award

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Digital / Social Media & Viral Marketing

OS_DI17093M

2017 Direct Marketing Merit Award

Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank

The Hunting Ground C/O Chain Camera Pictures

Unacceptable Acceptance Letters

Digital / Social Media & Viral Marketing

OS_DI17094M

2017 Direct Marketing Merit Award

J. Walter Thompson Canada / Toronto

Hotels.com

Winter Swear Jar

Digital / Social Media & Viral Marketing

OS_DI17095M

2017 Direct Marketing Merit Award

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

Atados

Donate the Bars

Digital / Social Media & Viral Marketing

OS_DI17096M

2017 Direct Marketing Merit Award

Leo Burnett / Chicago

Donate Life America

Your Name Saves

Digital / Social Media & Viral Marketing

OS_DI17097M

2017 Direct Marketing Merit Award

Leo Burnett / Madrid + RCR / Madrid

Loterias y Apuestas del Estado

December 21st

Digital / Social Media & Viral Marketing

OS_DI17098M

2017 Direct Marketing Merit Award

MullenLowe / New York

JetBlue

FlyBabies

Digital / Social Media & Viral Marketing

OS_DI17099M

2017 Direct Marketing Merit Award

Ogilvy & Mather / Johannesburg

Mondelez

Cadbury Pre Joy

Digital / Social Media & Viral Marketing

OS_DI17100M

2017 Direct Marketing Merit Award

Ogilvy / Paris

Netflix France

The Unbreakable Preview

Digital / Social Media & Viral Marketing

OS_DI17101M

2017 Direct Marketing Merit Award

Proximity / Barcelona + Post23 / Barcelona

Audi Spain

The doll that chose to drive

Digital / Social Media & Viral Marketing

OS_DI17102M

2017 Direct Marketing Merit Award

Saatchi & Saatchi / New York

Tide

Bradshaw Stain

Digital / Social Media & Viral Marketing

OS_DI17103M

2017 Direct Marketing Merit Award

Taproot Dentsu / Mumbai

Adidas

Adidas Odds

Digital / Social Media & Viral Marketing

OS_DI17104M

2017 Direct Marketing Merit Award

TBWA / Sydney + Eleven / Sydney

M.J. Bale

Uncrushable

Digital / Social Media & Viral Marketing

OS_DI17105M

2017 Direct Marketing Merit Award

DAVID / Miami

Burger King

Whopper Sign

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

OS_DI17060M

2017 Direct Marketing Merit Award

Ogilvy & Mather Japan GK / Tokyo

Refugees International Japan

The Refugee Collection

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

OS_DI17061M

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

Havas / Sydney + Red Agency / Sydney + FINCH / Sydney

Steve Waugh Foundation

The Riderless Bike

Innovation in Direct

OS_DI17129M

2017 Direct Marketing Merit Award

Heimat Werbeagentur GmbH / Berlin

HORNBACH Baumarkt AG

The First Analog Webstore

Innovation in Direct

OS_DI17130M

2017 Direct Marketing Merit Award

J. Walter Thompson Colombia / Bogota

Casa Luker

Lifesaver Backpack

Innovation in Direct

OS_DI17131M

2017 Direct Marketing Merit Award

J. Walter Thompson Japan / Tokyo + Onion Inc. / Tokyo + amana inc. / Tokyo

TANIZAWA

+MET PROJECT

Innovation in Direct

OS_DI17132M

2017 Direct Marketing Merit Award

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Innovation in Direct

OS_DI17133M

2017 Direct Marketing Merit Award

R/GA / London

Nike

Nike On Demand

Innovation in Direct

OS_DI17134M

2017 Direct Marketing Merit Award

Rethink / Toronto/Montreal/Vancouver + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto

COSTI Immigrant Services

Ahlan Bear

Innovation in Direct

OS_DI17135M

2017 Direct Marketing Merit Award

TBWA\HAKUHODO Inc. / Tokyo

Tourism Australia

GIGA Selfie

Innovation in Direct

OS_DI17136M

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

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad

Craft / Writing - Single or Campaign

OS_DI17115M

2017 Direct Marketing Merit Award

Boys and Girls / Dublin + Mediavest / Dublin

Three Ireland

Tackle Homelessness

Ambient / Non-Broadcast Video

OS_DI17080M

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