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.
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Award
Agency
Client
Title
Category
Annual ID
A Vote for Good
Agency: BBDO / New York
Client: Mars Petcare - Pedigree Category: Broadcast / Short Form - Single
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Agency: Intel / Santa Clara + Official Productions / Los Angeles
Client: Intel Category: Broadcast / Short Form - Single
Slip Up
Agency: J. Walter Thompson Canada / Toronto
Client: Alzheimer Society of Toronto Category: Broadcast / Short Form - Single
SAFE&SOUND MUSIC PLAYER
Agency: BBDO / Bangkok + 1moby / Bangkok + Klack Film / Bangkok
Client: LMG INSURANCE Category: Mobile
Tummyfish
Agency: Memac Ogilvy / Dubai + Ogilvy One / Dubai + MediaMonks / Dubai
Client: Nestlé Middle East Category: Mobile
Tribeca Film ReActor
Agency: J. Walter Thompson / New York
Client: Tribeca Film Festival Category: Gaming
24 Hours of Le Forza
Agency: MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco
Client: Audi of America Category: Gaming
False Alarm
Agency: Universal /Republic Records/ XO In Association With Intel / Los Angeles + Great Guns / London
Client: Universal /Republic Records In Association With Intel Category: Music Videos
Unbroken Ground
Agency: Farm League / Venice
Client: Patagonia Category: Film / Cinema / Non-Fiction / Documentary
#OpenEyes
Agency: FoxP2 / Cape Town + they / Johannesburg + TheWorkRoom / Cape Town
Client: Ster-Kinekor Category: Film / Cinema / Non-Fiction / Documentary
Gefilus - The lick-hiker's guide to inner strength
Agency: hasan & partners Oy / Helsinki + Valio Oy / Helsinki + Cocoa Mediaproductions / Helsinki + Dagmar / Helsinki
Client: Valio Oy Category: Film / Cinema / Non-Fiction / Documentary
License to Operate
Agency: Omelet / Los Angeles
Client: A Better Los Angeles Category: Film / Cinema / Non-Fiction / Documentary
The Toycracker: A Mini-Musical Spectacular
Agency: 72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client: Target Category: Broadcast / Long Form - Single
Stride Gum Presents Heaven Sent
Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client: Mondelēz International / Stride Gum Category: Broadcast / Long Form - Single
38 Years Later
Agency: J. Walter Thompson Puerto Rico / San Juan, PR
Client: Triple S Category: Broadcast / Long Form - Single
Samsung Life Changer
Agency: CHEIL FRANCE / PARIS
Client: Samsung Electronics France Category: Experiential / Virtual Reality (VR)
DISCOVR The World
Agency: Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam
Client: Samsung Electronics Category: Experiential / Virtual Reality (VR)
Hidden Dangers
Agency: Deutsch / New York
Client: WATERisLIFE Category: Experiential / Virtual Reality (VR)
VR Power Trainer
Agency: R/GA / Buenos Aires
Client: PowerChair Football Argentina Category: Experiential / Virtual Reality (VR)
Fairness Works: Refugee Crisis
Agency: Redline Interactive / Calgary
Client: Canadian Labour Congress Category: Experiential / Virtual Reality (VR)
Lego Batman
Agency: Commonwealth//McCann / Detroit + Carat / Detroit
Client: Chevrolet Category: Film / Cinema / Fiction
The Mermaid
Agency: Publicis Conseil / Paris
Client: SNSM - National Maritime Rescue Organization Category: Film / Cinema / Fiction
Come Together
Agency: adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client: H&M Category: Online / Long Form - Single
The Escape
Agency: Geisel Productions / New York + Anonymous Content / Los Angeles
Client: BMW Category: Online / Long Form - Single
June: Life is Better When You Share the Ride
Agency: Lyft / San Francisco + Chromosphere / Los Angeles + Broad Reach Pictures / Los Angeles
Client: Lyft Category: Online / Long Form - Single
Indomitable
Agency: Van's General Store / New York
Client: Cadillac Category: Online / Long Form - Single
The Family
Agency: Very Agency / Copenhagen + New Land / Copenhagen + beOn / Copenhagen
Client: Ford Denmark Category: Online / Long Form - Single
Spring
Agency: adam&eveDDB / London + Manning Gotlieb OMD / London + Stink / London + The Quarry / London
Client: Waitrose Category: Online / Live Webcast
Stride Gum Presents Heaven Sent
Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client: Mondelēz International / Stride Gum Category: Online / Live Webcast
Snickers Live Super Bowl Extension
Agency: BBDO / New York + O Positive / New York
Client: Mars Chocolate North America - Snickers Category: Online / Live Webcast
24 Hours of Le Forza
Agency: MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco
Client: Audi of America Category: Online / Live Webcast
Uncrushable
Agency: TBWA / Sydney + Eleven / Sydney
Client: M.J. Bale Category: Online / Live Webcast
Airbnb's National Parks Backyards
Agency: TBWA\Chiat\Day / Los Angeles
Client: Airbnb, Inc. Category: Online / Live Webcast
Been There, Made That
Agency: Publicis / Seattle
Client: Visit Seattle Category: Online / Long Form - Campaign
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Agency: Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client: Ubisoft Category: Online / Long Form - Campaign
Margot vs. Lily
Agency: Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client: NikeWomen Category: Online / Long Form - Campaign
Motability
Agency: adam&eveDDB / London + Mediacom / London + unit9 / London + cain&abel / London
Client: Volkswagen Category: Online / Short Form - Campaign
The Art Market (in Four Parts)
Agency: Artsy / New York City + Neighborhood Watch / Brooklyn
Client: UBS Category: Online / Short Form - Campaign
Sausage Dome
Agency: Droga5 / New York + Johnsonville / Sheboygan Falls + T Group Production / Culver City, CA
Client: Johnsonville Category: Online / Short Form - Campaign
humanLIMITS
Agency: UPROXX MEDIA / Los Angeles + MillerCoors / New York + Initiative / New York
Client: Coors Light Category: Online / Short Form - Campaign
From Deadpool With Love
Agency: Viacom Velocity / Los Angeles + 20th Century Fox / Los Angeles
Client: 20th Century Fox Category: Online / Short Form - Campaign
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Experiential / Live Events
Award:
2017 Branded Entertainment Merit Award
Agency:
BBDO / New York
Client:
Mars Petcare - Pedigree
Title:
A Vote for Good
Category:
Broadcast / Short Form - Single
Annual ID:
OS_BE17040M
Award:
2017 Branded Entertainment Merit Award
Agency:
Intel / Santa Clara + Official Productions / Los Angeles
Client:
Intel
Title:
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Category:
Broadcast / Short Form - Single
Annual ID:
OS_BE17041M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Canada / Toronto
Client:
Alzheimer Society of Toronto
Title:
Slip Up
Category:
Broadcast / Short Form - Single
Annual ID:
OS_BE17042M
Award:
2017 Branded Entertainment Merit Award
Agency:
BBDO / Bangkok + 1moby / Bangkok + Klack Film / Bangkok
Client:
LMG INSURANCE
Title:
SAFE&SOUND MUSIC PLAYER
Category:
Mobile
Annual ID:
OS_BE17092M
Award:
2017 Branded Entertainment Merit Award
Agency:
Leo Burnett / Chicago
Client:
Samsung
Title:
Voices of Life
Category:
Mobile
Annual ID:
OS_BE17093M
Award:
2017 Branded Entertainment Merit Award
Agency:
Leo Burnett / Dubai
Client:
Samsung
Title:
Samsung Safety Screen
Category:
Mobile
Annual ID:
OS_BE17094M
Award:
2017 Branded Entertainment Merit Award
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
Pocket Patrol
Category:
Mobile
Annual ID:
OS_BE17095M
Award:
2017 Branded Entertainment Merit Award
Agency:
Memac Ogilvy / Dubai + Ogilvy One / Dubai + MediaMonks / Dubai
Client:
Nestlé Middle East
Title:
Tummyfish
Category:
Mobile
Annual ID:
OS_BE17096M
Award:
2017 Branded Entertainment Merit Award
Agency:
R/GA / Sydney
Client:
Google
Title:
Through the Dark
Category:
Mobile
Annual ID:
OS_BE17097M
Award:
2017 Branded Entertainment Merit Award
Agency:
We Are Social / Milan
Client:
Netflix
Title:
Speak like the Patrón
Category:
Mobile
Annual ID:
OS_BE17098M
Award:
2017 Branded Entertainment Merit Award
Agency:
Deutsch / New York
Client:
WATERisLIFE
Title:
Hidden Dangers
Category:
Gaming
Annual ID:
OS_BE17099M
Award:
2017 Branded Entertainment Merit Award
Agency:
Garbergs / Stockholm
Client:
Stockholm Pride
Title:
Los Santos Pride
Category:
Gaming
Annual ID:
OS_BE17100M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson / New York
Client:
Tribeca Film Festival
Title:
Tribeca Film ReActor
Category:
Gaming
Annual ID:
OS_BE17101M
Award:
2017 Branded Entertainment Merit Award
Agency:
MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco
Client:
Audi of America
Title:
24 Hours of Le Forza
Category:
Gaming
Annual ID:
OS_BE17102M
Award:
2017 Branded Entertainment Merit Award
Agency:
Universal /Republic Records/ XO In Association With Intel / Los Angeles + Great Guns / London
Client:
Universal /Republic Records In Association With Intel
Title:
False Alarm
Category:
Music Videos
Annual ID:
OS_BE17091M
Award:
2017 Branded Entertainment Merit Award
Agency:
Farm League / Venice
Client:
Patagonia
Title:
Unbroken Ground
Category:
Film / Cinema / Non-Fiction / Documentary
Annual ID:
OS_BE17050M
Award:
2017 Branded Entertainment Merit Award
Agency:
FoxP2 / Cape Town + they / Johannesburg + TheWorkRoom / Cape Town
Client:
Ster-Kinekor
Title:
#OpenEyes
Category:
Film / Cinema / Non-Fiction / Documentary
Annual ID:
OS_BE17051M
Award:
2017 Branded Entertainment Merit Award
Agency:
hasan & partners Oy / Helsinki + Valio Oy / Helsinki + Cocoa Mediaproductions / Helsinki + Dagmar / Helsinki
Client:
Valio Oy
Title:
Gefilus - The lick-hiker's guide to inner strength
Category:
Film / Cinema / Non-Fiction / Documentary
Annual ID:
OS_BE17052M
Award:
2017 Branded Entertainment Merit Award
Agency:
Omelet / Los Angeles
Client:
A Better Los Angeles
Title:
License to Operate
Category:
Film / Cinema / Non-Fiction / Documentary
Annual ID:
OS_BE17053M
Award:
2017 Branded Entertainment Merit Award
Agency:
72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client:
Target
Title:
The Toycracker: A Mini-Musical Spectacular
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17045M
Award:
2017 Branded Entertainment Merit Award
Agency:
Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client:
Mondelēz International / Stride Gum
Title:
Stride Gum Presents Heaven Sent
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17046M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan, PR
Client:
Triple S
Title:
38 Years Later
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17047M
Award:
2017 Branded Entertainment Merit Award
Agency:
CHEIL FRANCE / PARIS
Client:
Samsung Electronics France
Title:
Samsung Life Changer
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17103M
Award:
2017 Branded Entertainment Merit Award
Agency:
Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam
Client:
Samsung Electronics
Title:
DISCOVR The World
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17104M
Award:
2017 Branded Entertainment Merit Award
Agency:
Deutsch / New York
Client:
WATERisLIFE
Title:
Hidden Dangers
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17105M
Award:
2017 Branded Entertainment Merit Award
Agency:
R/GA / Buenos Aires
Client:
PowerChair Football Argentina
Title:
VR Power Trainer
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17106M
Award:
2017 Branded Entertainment Merit Award
Agency:
Redline Interactive / Calgary
Client:
Canadian Labour Congress
Title:
Fairness Works: Refugee Crisis
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17107M
Award:
2017 Branded Entertainment Merit Award
Agency:
Commonwealth//McCann / Detroit + Carat / Detroit
Client:
Chevrolet
Title:
Lego Batman
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17048M
Award:
2017 Branded Entertainment Merit Award
Agency:
Publicis Conseil / Paris
Client:
SNSM - National Maritime Rescue Organization
Title:
The Mermaid
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17049M
Award:
2017 Branded Entertainment Merit Award
Agency:
adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client:
H&M
Title:
Come Together
Category:
Online / Long Form - Single
Annual ID:
OS_BE17077M
Award:
2017 Branded Entertainment Merit Award
Agency:
Geisel Productions / New York + Anonymous Content / Los Angeles
Client:
BMW
Title:
The Escape
Category:
Online / Long Form - Single
Annual ID:
OS_BE17078M
Award:
2017 Branded Entertainment Merit Award
Agency:
Lyft / San Francisco + Chromosphere / Los Angeles + Broad Reach Pictures / Los Angeles
Client:
Lyft
Title:
June: Life is Better When You Share the Ride
Category:
Online / Long Form - Single
Annual ID:
OS_BE17079M
Award:
2017 Branded Entertainment Merit Award
Agency:
Van's General Store / New York
Client:
Cadillac
Title:
Indomitable
Category:
Online / Long Form - Single
Annual ID:
OS_BE17080M
Award:
2017 Branded Entertainment Merit Award
Agency:
Very Agency / Copenhagen + New Land / Copenhagen + beOn / Copenhagen
Client:
Ford Denmark
Title:
The Family
Category:
Online / Long Form - Single
Annual ID:
OS_BE17081M
Award:
2017 Branded Entertainment Merit Award
Agency:
adam&eveDDB / London + Manning Gotlieb OMD / London + Stink / London + The Quarry / London
Client:
Waitrose
Title:
Spring
Category:
Online / Live Webcast
Annual ID:
OS_BE17085M
Award:
2017 Branded Entertainment Merit Award
Agency:
Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client:
Mondelēz International / Stride Gum
Title:
Stride Gum Presents Heaven Sent
Category:
Online / Live Webcast
Annual ID:
OS_BE17086M
Award:
2017 Branded Entertainment Merit Award
Agency:
BBDO / New York + O Positive / New York
Client:
Mars Chocolate North America - Snickers
Title:
Snickers Live Super Bowl Extension
Category:
Online / Live Webcast
Annual ID:
OS_BE17087M
Award:
2017 Branded Entertainment Merit Award
Agency:
MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco
Client:
Audi of America
Title:
24 Hours of Le Forza
Category:
Online / Live Webcast
Annual ID:
OS_BE17088M
Award:
2017 Branded Entertainment Merit Award
Agency:
TBWA / Sydney + Eleven / Sydney
Client:
M.J. Bale
Title:
Uncrushable
Category:
Online / Live Webcast
Annual ID:
OS_BE17089M
Award:
2017 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Airbnb, Inc.
Title:
Airbnb's National Parks Backyards
Category:
Online / Live Webcast
Annual ID:
OS_BE17090M
Award:
2017 Branded Entertainment Merit Award
Agency:
Publicis / Seattle
Client:
Visit Seattle
Title:
Been There, Made That
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17082M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client:
Ubisoft
Title:
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17083M
Award:
2017 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client:
NikeWomen
Title:
Margot vs. Lily
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17084M
Award:
2017 Branded Entertainment Merit Award
Agency:
adam&eveDDB / London + Mediacom / London + unit9 / London + cain&abel / London
Client:
Volkswagen
Title:
Motability
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17071M
Award:
2017 Branded Entertainment Merit Award
Agency:
Artsy / New York City + Neighborhood Watch / Brooklyn
Client:
UBS
Title:
The Art Market (in Four Parts)
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17072M
Award:
2017 Branded Entertainment Merit Award
Agency:
BBDO / New York
Client:
GE
Title:
Unimpossible FIlms
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17073M
Award:
2017 Branded Entertainment Merit Award
Agency:
Droga5 / New York + Johnsonville / Sheboygan Falls + T Group Production / Culver City, CA
Client:
Johnsonville
Title:
Sausage Dome
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17074M
Award:
2017 Branded Entertainment Merit Award
Agency:
UPROXX MEDIA / Los Angeles + MillerCoors / New York + Initiative / New York
Client:
Coors Light
Title:
humanLIMITS
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17075M
Award:
2017 Branded Entertainment Merit Award
Agency:
Viacom Velocity / Los Angeles + 20th Century Fox / Los Angeles
Client:
20th Century Fox
Title:
From Deadpool With Love
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17076M
Award:
2017 Branded Entertainment Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Experiential / Live Events
Annual ID:
OS_BE17108M
