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.

Award

Agency

Client

Title

Category

Annual ID

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
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
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
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)
Hidden Dangers Agency: Deutsch / New York Client: WATERisLIFE Category: Gaming
Los Santos Pride Agency: Garbergs / Stockholm Client: Stockholm Pride Category: Gaming
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
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
Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Experiential / Live Events
Remote Ristorante Agency: BWM Dentsu / Melbourne + Haystac / Melbourne + Dentsu Mitchell / Melbourne Client: Dr Oetker Category: Experiential / Live Events
Scariest BK Agency: DAVID / Miami Client: Burger King Category: Experiential / Live Events
Project Germany Agency: Heimat Werbeagentur GmbH / Berlin Client: HORNBACH Baumarkt AG Category: Experiential / Live Events
Super Bowl Halftime Show: Intel Drones + Lady Gaga Agency: Intel / Santa Clara Client: Intel Category: Experiential / Live Events
Kafa "Legally Bride" Agency: Leo Burnett / Beirut Client: KAFA (enough) Violence & Exploitation Category: Experiential / Live Events
Still Life Agency: McCann / Tokyo + AOI Pro. / Tokyo + Office SAKU / Tokyo Client: The END ALS Association Category: Experiential / Live Events
Doors Of Thrones Agency: Publicis / London Client: Tourism Ireland Category: Experiential / Live Events
Eiffel Tower All Yours Agency: Saatchi & Saatchi France / Paris + Saatchi & Saatchi UK / London Client: HomeAway Category: Experiential / Live Events
Bud Light Dive Bar Tour Agency: Wieden+Kennedy / New York + Joint / New York + Livestream / New York Client: Bud Light Category: Experiential / Live Events
All that we share Agency: &Co. / NoA / Copenhagen + Moland Film Company / Copenhagen Client: TV2 Category: Online / Short Form - Single
Unfairy Tales - Ivine And Pillow Agency: 180LA / Santa Monica + Consulado / Sao Paulo Client: UNICEF Category: Online / Short Form - Single
Lying To Get The Part Agency: 215 McCann / San Francisco + Anonymous Content / Los Angeles Client: Hulu Category: Online / Short Form - Single
Ode To Lesvos Agency: Anomaly / Amsterdam + Jouzour Film Production / Berlin Client: Johnnie Walker Category: Online / Short Form - Single
Dream Agency: DDB / New York Client: Wildlife Conservation Film Festival Category: Online / Short Form - Single
TOTTORI WEST -FAMILY TIME TEST- Agency: DENTSU INC. / Tokyo + Goodfeeling Inc. / Tokyo + Blurb media Inc. / Tokyo + DENTSU TEC INC. / Tokyo Client: Tottori Prefecture Western Region Promotion Council Category: Online / Short Form - Single
Care Counts Agency: DigitasLBi / Chicago Client: Whirlpool Category: Online / Short Form - Single
The Toughest Letter Agency: Energy BBDO / Chicago Client: Off The Street Club Category: Online / Short Form - Single
The Line Up Song Agency: FP7/CAI / Cairo Client: Coca Cola Category: Online / Short Form - Single
Kafa "Legally Bride" Agency: Leo Burnett / Beirut Client: KAFA (enough) Violence & Exploitation Category: Online / Short Form - Single
The Rundead Agency: Leo Burnett / Chicago Client: Brooks Running Category: Online / Short Form - Single
Blind Love Agency: lg2 / Montréal + 1one / Montréal + Apollo / Montréal + Touché! / Montréal Client: Tourisme Québec Category: Online / Short Form - Single
#MakeWhatsNext Agency: McCann / New York + Hungry Man / New York + Union Editorial / New York Client: Microsoft Category: Online / Short Form - Single
Audi - The Comeback Agency: SapientRazorfish / Berlin + Stink GmbH / Berlin + Sehsucht / Hamburg Client: Audi Category: Online / Short Form - Single
How Do You Raise A Black Child Agency: Station Film / New York Client: Motion Poems Category: Online / Short Form - Single
Dillan's Voice Agency: TBWA\Media Arts Lab / Los Angeles + Tool of North America / Los Angeles Client: Apple Category: Online / Short Form - Single

2017 Branded Entertainment Merit Award

Universal /Republic Records/ XO In Association With Intel / Los Angeles + Great Guns / London

Universal /Republic Records In Association With Intel

False Alarm

Music Videos

OS_BE17091M

2017 Branded Entertainment Merit Award

BBDO / New York

Mars Petcare - Pedigree

A Vote for Good

Broadcast / Short Form - Single

OS_BE17040M

2017 Branded Entertainment Merit Award

Intel / Santa Clara + Official Productions / Los Angeles

Intel

Super Bowl Halftime Show: Intel Drones + Lady Gaga

Broadcast / Short Form - Single

OS_BE17041M

2017 Branded Entertainment Merit Award

J. Walter Thompson Canada / Toronto

Alzheimer Society of Toronto

Slip Up

Broadcast / Short Form - Single

OS_BE17042M

2017 Branded Entertainment Merit Award

adam&eveDDB / London + Manning Gotlieb OMD / London + Stink / London + The Quarry / London

Waitrose

Spring

Online / Live Webcast

OS_BE17085M

2017 Branded Entertainment Merit Award

Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover

Mondelēz International / Stride Gum

Stride Gum Presents Heaven Sent

Online / Live Webcast

OS_BE17086M

2017 Branded Entertainment Merit Award

BBDO / New York + O Positive / New York

Mars Chocolate North America - Snickers

Snickers Live Super Bowl Extension

Online / Live Webcast

OS_BE17087M

2017 Branded Entertainment Merit Award

MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco

Audi of America

24 Hours of Le Forza

Online / Live Webcast

OS_BE17088M

2017 Branded Entertainment Merit Award

TBWA / Sydney + Eleven / Sydney

M.J. Bale

Uncrushable

Online / Live Webcast

OS_BE17089M

2017 Branded Entertainment Merit Award

TBWA\Chiat\Day / Los Angeles

Airbnb, Inc.

Airbnb's National Parks Backyards

Online / Live Webcast

OS_BE17090M

2017 Branded Entertainment Merit Award

Publicis / Seattle

Visit Seattle

Been There, Made That

Online / Long Form - Campaign

OS_BE17082M

2017 Branded Entertainment Merit Award

Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City

Ubisoft

Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins

Online / Long Form - Campaign

OS_BE17083M

2017 Branded Entertainment Merit Award

Wieden+Kennedy / Portland + RSA Films / Los Angeles

NikeWomen

Margot vs. Lily

Online / Long Form - Campaign

OS_BE17084M

2017 Branded Entertainment Merit Award

CHEIL FRANCE / PARIS

Samsung Electronics France

Samsung Life Changer

Experiential / Virtual Reality (VR)

OS_BE17103M

2017 Branded Entertainment Merit Award

Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam

Samsung Electronics

DISCOVR The World

Experiential / Virtual Reality (VR)

OS_BE17104M

2017 Branded Entertainment Merit Award

Deutsch / New York

WATERisLIFE

Hidden Dangers

Experiential / Virtual Reality (VR)

OS_BE17105M

2017 Branded Entertainment Merit Award

R/GA / Buenos Aires

PowerChair Football Argentina

VR Power Trainer

Experiential / Virtual Reality (VR)

OS_BE17106M

2017 Branded Entertainment Merit Award

Redline Interactive / Calgary

Canadian Labour Congress

Fairness Works: Refugee Crisis

Experiential / Virtual Reality (VR)

OS_BE17107M

2017 Branded Entertainment Merit Award

Deutsch / New York

WATERisLIFE

Hidden Dangers

Gaming

OS_BE17099M

2017 Branded Entertainment Merit Award

Garbergs / Stockholm

Stockholm Pride

Los Santos Pride

Gaming

OS_BE17100M

2017 Branded Entertainment Merit Award

J. Walter Thompson / New York

Tribeca Film Festival

Tribeca Film ReActor

Gaming

OS_BE17101M

2017 Branded Entertainment Merit Award

MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco

Audi of America

24 Hours of Le Forza

Gaming

OS_BE17102M

2017 Branded Entertainment Merit Award

Commonwealth//McCann / Detroit + Carat / Detroit

Chevrolet

Lego Batman

Film / Cinema / Fiction

OS_BE17048M

2017 Branded Entertainment Merit Award

Publicis Conseil / Paris

SNSM - National Maritime Rescue Organization

The Mermaid

Film / Cinema / Fiction

OS_BE17049M

2017 Branded Entertainment Merit Award

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Experiential / Live Events

OS_BE17108M

2017 Branded Entertainment Merit Award

BWM Dentsu / Melbourne + Haystac / Melbourne + Dentsu Mitchell / Melbourne

Dr Oetker

Remote Ristorante

Experiential / Live Events

OS_BE17109M

2017 Branded Entertainment Merit Award

DAVID / Miami

Burger King

Scariest BK

Experiential / Live Events

OS_BE17110M

2017 Branded Entertainment Merit Award

Heimat Werbeagentur GmbH / Berlin

HORNBACH Baumarkt AG

Project Germany

Experiential / Live Events

OS_BE17111M

2017 Branded Entertainment Merit Award

Intel / Santa Clara

Intel

Super Bowl Halftime Show: Intel Drones + Lady Gaga

Experiential / Live Events

OS_BE17112M

2017 Branded Entertainment Merit Award

Leo Burnett / Beirut

KAFA (enough) Violence & Exploitation

Kafa "Legally Bride"

Experiential / Live Events

OS_BE17113M

2017 Branded Entertainment Merit Award

McCann / Tokyo + AOI Pro. / Tokyo + Office SAKU / Tokyo

The END ALS Association

Still Life

Experiential / Live Events

OS_BE17114M

2017 Branded Entertainment Merit Award

Publicis / London

Tourism Ireland

Doors Of Thrones

Experiential / Live Events

OS_BE17115M

2017 Branded Entertainment Merit Award

Saatchi & Saatchi France / Paris + Saatchi & Saatchi UK / London

HomeAway

Eiffel Tower All Yours

Experiential / Live Events

OS_BE17116M

2017 Branded Entertainment Merit Award

Wieden+Kennedy / New York + Joint / New York + Livestream / New York

Bud Light

Bud Light Dive Bar Tour

Experiential / Live Events

OS_BE17117M

2017 Branded Entertainment Merit Award

&Co. / NoA / Copenhagen + Moland Film Company / Copenhagen

TV2

All that we share

Online / Short Form - Single

OS_BE17054M

2017 Branded Entertainment Merit Award

180LA / Santa Monica + Consulado / Sao Paulo

UNICEF

Unfairy Tales - Ivine And Pillow

Online / Short Form - Single

OS_BE17055M

2017 Branded Entertainment Merit Award

215 McCann / San Francisco + Anonymous Content / Los Angeles

Hulu

Lying To Get The Part

Online / Short Form - Single

OS_BE17056M

2017 Branded Entertainment Merit Award

Anomaly / Amsterdam + Jouzour Film Production / Berlin

Johnnie Walker

Ode To Lesvos

Online / Short Form - Single

OS_BE17057M

2017 Branded Entertainment Merit Award

DDB / New York

Wildlife Conservation Film Festival

Dream

Online / Short Form - Single

OS_BE17058M

2017 Branded Entertainment Merit Award

DENTSU INC. / Tokyo + Goodfeeling Inc. / Tokyo + Blurb media Inc. / Tokyo + DENTSU TEC INC. / Tokyo

Tottori Prefecture Western Region Promotion Council

TOTTORI WEST -FAMILY TIME TEST-

Online / Short Form - Single

OS_BE17059M

2017 Branded Entertainment Merit Award

DigitasLBi / Chicago

Whirlpool

Care Counts

Online / Short Form - Single

OS_BE17060M

2017 Branded Entertainment Merit Award

Energy BBDO / Chicago

Off The Street Club

The Toughest Letter

Online / Short Form - Single

OS_BE17061M

2017 Branded Entertainment Merit Award

FP7/CAI / Cairo

Coca Cola

The Line Up Song

Online / Short Form - Single

OS_BE17062M

2017 Branded Entertainment Merit Award

Leo Burnett / Beirut

KAFA (enough) Violence & Exploitation

Kafa "Legally Bride"

Online / Short Form - Single

OS_BE17063M

2017 Branded Entertainment Merit Award

Leo Burnett / Chicago

Brooks Running

The Rundead

Online / Short Form - Single

OS_BE17064M

2017 Branded Entertainment Merit Award

lg2 / Montréal + 1one / Montréal + Apollo / Montréal + Touché! / Montréal

Tourisme Québec

Blind Love

Online / Short Form - Single

OS_BE17065M

2017 Branded Entertainment Merit Award

McCann / New York + Hungry Man / New York + Union Editorial / New York

Microsoft

#MakeWhatsNext

Online / Short Form - Single

OS_BE17066M

2017 Branded Entertainment Merit Award

SapientRazorfish / Berlin + Stink GmbH / Berlin + Sehsucht / Hamburg

Audi

Audi - The Comeback

Online / Short Form - Single

OS_BE17067M

2017 Branded Entertainment Merit Award

Station Film / New York

Motion Poems

How Do You Raise A Black Child

Online / Short Form - Single

OS_BE17068M

2017 Branded Entertainment Merit Award

TBWA\Media Arts Lab / Los Angeles + Tool of North America / Los Angeles

Apple

Dillan's Voice

Online / Short Form - Single

OS_BE17069M

Follow Us