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
The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Experiential / Guerilla
We're The Superhumans
Agency: Leland Music / London + 4creative / London + Blink / London + Factory / London
Client: Channel 4 / Rio Paralympics Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Innovation in Direct
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Direct
Dream
Agency: DDB / New York
Client: Wildlife Conservation Film Festival Category: Cinema Advertising
Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Digital Product
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client: Google Arts & Culture Category: Experiential / Virtual Reality (VR)
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Experiential / Virtual Reality (VR)
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Cross-Platform / Experiential
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Web / Utility
Brutal Cut
Agency: Weber Shandwick / London
Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
Unfairy Tales
Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles
Client: UNICEF Category: Craft / Animation - Campaign
brainBAND
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Use of Technology / Physical Product & Mobile Integration
LandCruiser Emergency Network
Agency: Saatchi & Saatchi / Sydney
Client: Toyota Motor Corporation Australia Category: Use of Technology / Physical Product & Mobile Integration
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Reputation Management
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Use of Digital Technology - Single or Campaign
The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Experiential / Installations
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Experiential / Installations
Honda. Great Journey.
Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client: HONDA MOTOR CO., LTD. Category: Branding / Identity System
Adios Amigo
Agency: Havas / New York + Sound Lounge / New York
Client: Heineken / Dos Equis Category: Craft / Writing - Single
Google presents: The Hidden Worlds of the National Parks
Agency: Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City
Client: National Parks Service + Google Category: Craft - Innovation in Moving Image Craft / Visual
The Baby Stroller Test-Ride by Contours
Agency: FCB / Chicago
Client: Kolcraft Category: Ambient / Immersive / Installations
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Ambient / Immersive / Installations
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient / Immersive / Installations
Check it before it's removed: naked breasts on Facebook against breast cancer.
Agency: DDB Group Germany / Berlin
Client: Pink Ribbon Deutschland Category: Social Engagement / Community Building
Unsafety Check
Agency: J. Walter Thompson / New York
Client: Black Lives Matter Category: Social Engagement / Community Building
A War of Words - Anniversary Forgotten
Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client: Netflorist Category: Craft / Sound Design - Single
The Study of Human Being
Agency: DENTSU INC. / Tokyo
Client: Dentsu Advertising Awards Selection Council Category: Craft / Art Direction - Single or Series
Fantastic Beasts and Where to Find Them
Agency: Framestore / New York + Framestore / London
Client: Warner Bros Category: Craft / Visual Effects / Animation
Spectacle of the Real
Agency: BUCK / New York
Client: Hulk Limbo, Inc. Category: Craft / Animation - Single or Series
The DNA Journey
Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client: momondo Category: Online / Long Form - Campaign
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
The Baby Stroller Test-Ride by Contours
Agency: FCB / Chicago
Client: Kolcraft Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Storytelling
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube
Agency: Conaco / Los Angeles + Turner / Atlanta
Client: Universal Pictures Category: Online / Long Form - Single
Lifeline
Agency: Ogilvy / New York
Client: Qualcomm Snapdragon Category: Online / Long Form - Single
World's Largest Blind Taste Test
Agency: CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago
Client: Kraft Heinz Category: Brand Transformation
DOT. The first Braille Smartwatch.
Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich
Client: Dot Incorporation Category: Innovation in Design / Digital Design
The Viral Experiment
Agency: The Woolshed Company / Melbourne
Client: The Woolshed Company Category: Self-Promotion
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Public Relations
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Innovation in Public Relations
Five Year Plan
Agency: Wieden+Kennedy / Portland + MJZ / Los Angeles
Client: Old Spice Category: Television / Short Form - Single
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Online Films & Video / Short Form - Single
MANBOOBS4BOOBS
Agency: DAVID / Buenos Aires
Client: MACMA Category: Online Films & Video / Short Form - Single
Award:
2017 Print & Outdoor Gold Pencil
Agency:
DDB / New York
Client:
Gun by Gun
Title:
Documents
Category:
Publishing / Magazine - Campaign
Annual ID:
OS_PO17005G
Award:
2017 Design Gold Pencil
Agency:
Hello Monday / New York
Client:
Residente
Title:
Residente
Category:
Digital / Website Design
Annual ID:
OS_DE17047G
Award:
2017 Cross-Platform Gold Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Experiential / Guerilla
Annual ID:
OS_CP17007G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
Leland Music / London + 4creative / London + Blink / London + Factory / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Annual ID:
OS_MI17035G
Award:
2017 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Innovation in Direct
Annual ID:
OS_DI17040G
Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Direct
Annual ID:
OS_DI17041G
Award:
2017 Film Gold Pencil
Agency:
DDB / New York
Client:
Wildlife Conservation Film Festival
Title:
Dream
Category:
Cinema Advertising
Annual ID:
OS_FI17021G
Award:
2017 Intellectual Property Gold Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Digital Product
Annual ID:
OS_IP17007G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17024G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17025G
Award:
2017 Cross-Platform Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Cross-Platform / Experiential
Annual ID:
OS_CP17028G
Award:
2017 UX / UI Gold Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Web / Utility
Annual ID:
OS_UX17001G
Award:
2017 Social Influencer Marketing Gold Pencil
Agency:
Weber Shandwick / London
Client:
Action Aid UK
Title:
Brutal Cut
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SI17004G
Award:
2017 Cross-Platform Gold Pencil
Agency:
180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles
Client:
UNICEF
Title:
Unfairy Tales
Category:
Craft / Animation - Campaign
Annual ID:
OS_CP17026G
Award:
2017 Mobile Gold Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17017G
Award:
2017 Mobile Gold Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO17018G
Award:
2017 Public Relations Gold Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Reputation Management
Annual ID:
OS_PR17019G
Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17035G
Award:
2017 Cross-Platform Gold Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Experiential / Installations
Annual ID:
OS_CP17004G
Award:
2017 Cross-Platform Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Experiential / Installations
Annual ID:
OS_CP17005G
Award:
2017 Cultural Driver Gold Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Beyoncé
Title:
Beyoncé - "Formation"
Category:
Cultural Driver
Annual ID:
OS_CD17001G
Award:
2017 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client:
HONDA MOTOR CO., LTD.
Title:
Honda. Great Journey.
Category:
Branding / Identity System
Annual ID:
OS_DE17002G
Award:
2017 Radio Gold Pencil
Agency:
Havas / New York + Sound Lounge / New York
Client:
Heineken / Dos Equis
Title:
Adios Amigo
Category:
Craft / Writing - Single
Annual ID:
OS_RA17012G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City
Client:
National Parks Service + Google
Title:
Google presents: The Hidden Worlds of the National Parks
Category:
Craft - Innovation in Moving Image Craft / Visual
Annual ID:
OS_MI17039G
Award:
2017 Direct Marketing Gold Pencil
Agency:
FCB / Chicago
Client:
Kolcraft
Title:
The Baby Stroller Test-Ride by Contours
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17007G
Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17008G
Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17009G
Award:
2017 Film Gold Pencil
Agency:
DAVID / Buenos Aires
Client:
MACMA
Title:
MANBOOBS4BOOBS
Category:
Under 100K Budget
Annual ID:
OS_FI17041G
Award:
2017 Social Media Gold Pencil
Agency:
DDB Group Germany / Berlin
Client:
Pink Ribbon Deutschland
Title:
Check it before it's removed: naked breasts on Facebook against breast cancer.
Category:
Social Engagement / Community Building
Annual ID:
OS_SM17021G
Award:
2017 Social Media Gold Pencil
Agency:
Host / Sydney
Client:
Host
Title:
#redefinewomen
Category:
Social Engagement / Community Building
Annual ID:
OS_SM17022G
Award:
2017 Social Media Gold Pencil
Agency:
J. Walter Thompson / New York
Client:
Black Lives Matter
Title:
Unsafety Check
Category:
Social Engagement / Community Building
Annual ID:
OS_SM17023G
Award:
2017 Radio Gold Pencil
Agency:
FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client:
Netflorist
Title:
A War of Words - Anniversary Forgotten
Category:
Craft / Sound Design - Single
Annual ID:
OS_RA17016G
Award:
2017 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Dentsu Advertising Awards Selection Council
Title:
The Study of Human Being
Category:
Craft / Art Direction - Single or Series
Annual ID:
OS_DE17065G
Award:
2017 Mobile Gold Pencil
Agency:
Framestore / New York + Framestore / London
Client:
Warner Bros
Title:
Fantastic Beasts and Where to Find Them
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_MO17022G
Award:
2017 Design Gold Pencil
Agency:
BUCK / New York
Client:
Hulk Limbo, Inc.
Title:
Spectacle of the Real
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE17075G
Award:
2017 Mobile Gold Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Utility
Annual ID:
OS_MO17004G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client:
momondo
Title:
The DNA Journey
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17016G
Award:
2017 Direct Marketing Gold Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17005G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
FCB / Chicago
Client:
Kolcraft
Title:
The Baby Stroller Test-Ride by Contours
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Annual ID:
OS_PO17023G
Award:
2017 Responsive Environments Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Storytelling
Annual ID:
OS_RE17008G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Conaco / Los Angeles + Turner / Atlanta
Client:
Universal Pictures
Title:
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube
Category:
Online / Long Form - Single
Annual ID:
OS_BE17013G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G
Award:
2017 Cross-Platform Gold Pencil
Agency:
CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago
Client:
Kraft Heinz
Title:
World's Largest Blind Taste Test
Category:
Brand Transformation
Annual ID:
OS_CP17020G
Award:
2017 Design Gold Pencil
Agency:
Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich
Client:
Dot Incorporation
Title:
DOT. The first Braille Smartwatch.
Category:
Innovation in Design / Digital Design
Annual ID:
OS_DE17086G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
The Woolshed Company / Melbourne
Client:
The Woolshed Company
Title:
The Viral Experiment
Category:
Self-Promotion
Annual ID:
OS_BE17034G
Award:
2017 Public Relations Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Public Relations
Annual ID:
OS_PR17028G
Award:
2017 Public Relations Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
The Brady Foundation
Title:
Zero Minutes of Fame
Category:
Innovation in Public Relations
Annual ID:
OS_PR17029G
Award:
2017 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland + MJZ / Los Angeles
Client:
Old Spice
Title:
Five Year Plan
Category:
Television / Short Form - Single
Annual ID:
OS_FI17001G
Award:
2017 Film Gold Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17025G
Award:
2017 Film Gold Pencil
Agency:
DAVID / Buenos Aires
Client:
MACMA
Title:
MANBOOBS4BOOBS
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17026G
