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

Magic Words - The Documentary Agency: AlmapBBDO / São Paulo Client: HP Category: Innovation in Branded Entertainment
Search for Greatness Agency: BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York Client: Sony PlayStation Category: Innovation in Branded Entertainment
The Unusual Football Field Project : Football field that breaks through the rectangular boundary Agency: CJ WORX / BANGKOK Client: AP THAILAND Category: Innovation in Branded Entertainment
Game Changer Agency: Droga5 / New York + Under Armour / Baltimore + Optimum Sports / New York + NBA 2K / San Francisco Client: Under Armour Category: Innovation in Branded Entertainment
Rink Bingo Agency: FCB / Zürich Client: Hockey Club Davos Category: Innovation in Branded Entertainment
The Breathalyzer Bag Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles Client: Tostitos Category: Innovation in Branded Entertainment
The Lady Gaga + Intel Experience Agency: Intel Agency Inside / Santa Clara + PRETTYBIRD / Culver City + Greenlight / Hollywood + OMD / Worldwide Client: Intel Category: Innovation in Branded Entertainment
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Innovation in Branded Entertainment
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Innovation in Branded Entertainment
#HolidaysOnDemand Agency: Les Gaulois / PUTEAUX + HRCLS (Hercules) / PUTEAUX Client: TRANSAVIA Category: Innovation in Branded Entertainment
The One Moment Agency: Ogilvy & Mather / Chicago Client: Morton Salt Category: Innovation in Branded Entertainment
Amateur Replay Agency: Ogilvy & Mather / Singapore Client: Allianz Category: Innovation in Branded Entertainment
The Cognitive Dress Agency: Ogilvy / New York Client: IBM Category: Innovation in Branded Entertainment
Can't Stop Agency: R/GA / New York Client: Samsung Category: Innovation in Branded Entertainment
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Branded Entertainment
McTrax Agency: TBWA\NEBOKO / Amsterdam Client: McDonald's Category: Innovation in Branded Entertainment
Qantas Out of Office Travelogue Agency: The Monkeys / Sydney + Qantas / Sydney Client: Qantas Category: Innovation in Branded Entertainment

2017 Branded Entertainment Merit Award

AlmapBBDO / São Paulo

HP

Magic Words - The Documentary

Innovation in Branded Entertainment

OS_BE17126M

2017 Branded Entertainment Merit Award

BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York

Sony PlayStation

Search for Greatness

Innovation in Branded Entertainment

OS_BE17127M

2017 Branded Entertainment Merit Award

CJ WORX / BANGKOK

AP THAILAND

The Unusual Football Field Project : Football field that breaks through the rectangular boundary

Innovation in Branded Entertainment

OS_BE17128M

2017 Branded Entertainment Merit Award

Droga5 / New York + Under Armour / Baltimore + Optimum Sports / New York + NBA 2K / San Francisco

Under Armour

Game Changer

Innovation in Branded Entertainment

OS_BE17129M

2017 Branded Entertainment Merit Award

FCB / Zürich

Hockey Club Davos

Rink Bingo

Innovation in Branded Entertainment

OS_BE17130M

2017 Branded Entertainment Merit Award

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

Tostitos

The Breathalyzer Bag

Innovation in Branded Entertainment

OS_BE17131M

2017 Branded Entertainment Merit Award

Intel Agency Inside / Santa Clara + PRETTYBIRD / Culver City + Greenlight / Hollywood + OMD / Worldwide

Intel

The Lady Gaga + Intel Experience

Innovation in Branded Entertainment

OS_BE17132M

2017 Branded Entertainment Merit Award

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Innovation in Branded Entertainment

OS_BE17133M

2017 Branded Entertainment Merit Award

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Innovation in Branded Entertainment

OS_BE17134M

2017 Branded Entertainment Merit Award

Les Gaulois / PUTEAUX + HRCLS (Hercules) / PUTEAUX

TRANSAVIA

#HolidaysOnDemand

Innovation in Branded Entertainment

OS_BE17135M

2017 Branded Entertainment Merit Award

Ogilvy & Mather / Chicago

Morton Salt

The One Moment

Innovation in Branded Entertainment

OS_BE17136M

2017 Branded Entertainment Merit Award

Ogilvy & Mather / Singapore

Allianz

Amateur Replay

Innovation in Branded Entertainment

OS_BE17137M

2017 Branded Entertainment Merit Award

Ogilvy / New York

IBM

The Cognitive Dress

Innovation in Branded Entertainment

OS_BE17138M

2017 Branded Entertainment Merit Award

R/GA / New York

Samsung

Can't Stop

Innovation in Branded Entertainment

OS_BE17139M

2017 Branded Entertainment Merit Award

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Branded Entertainment

OS_BE17140M

2017 Branded Entertainment Merit Award

TBWA\NEBOKO / Amsterdam

McDonald's

McTrax

Innovation in Branded Entertainment

OS_BE17141M

2017 Branded Entertainment Merit Award

The Monkeys / Sydney + Qantas / Sydney

Qantas

Qantas Out of Office Travelogue

Innovation in Branded Entertainment

OS_BE17142M

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