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 Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
Check it before it's removed: naked breasts on Facebook against breast cancer. Agency: DDB Group Germany / Berlin Client: Pink Ribbon Deutschland Category: Branded Social Post / Branded Social Campaign
Kunstmuseum Basel Light Frieze Agency: iart ag / Basel + Christ & Gantenbein / Basel Client: Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt Category: Architecture Enhancement
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
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: Digital / Websites, Mobile, & Banners
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Utility
Brutal Cut Agency: Weber Shandwick / London Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
Care Counts Agency: DigitasLBi / Chicago + Ketchum / Chicago Client: Whirlpool Category: Community Building
ANTIdiaRy Agency: R/GA / New York Client: Samsung Category: Gaming
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
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + Stanley's King Henry / London Client: Mars - Skittles Category: Craft / Art Direction - Campaign
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul Client: Dot Incorporation Category: Integrated Digital & Physical Product
The Study of Human Being Agency: DENTSU INC. / Tokyo Client: Dentsu Advertising Awards Selection Council Category: Craft / Art Direction - Single or Series
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Digital Installations
Sea Hero Quest Agency: Saatchi & Saatchi / London + BUF / Paris Client: Deutsche Telekom Category: Innovation in UX / UI / Single Channel
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Publishing / Trade Publication - Single or Campaign
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Craft - Direction / Direction - Single
GRAVITY CAT Agency: HAKUHODO Inc. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo Client: Sony Interactive Entertainment Category: Craft - Direction / Direction - Single
Year In Search 2016 Agency: 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles Client: Google Category: Motion Graphics / Single
Dream Agency: DDB / New York Client: Wildlife Conservation Film Festival Category: Motion Graphics / Single
Great Big Story Influencer Content Agency: Epic Signal / New York + Great Big Story / New York + Mekanism / New York Client: Great Big Story Category: Influencer Marketing / Episodic
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Branded Social Post / Real-Time Response
Coldplay - "Up&Up" Agency: PRETTYBIRD / Culver City Client: Coldplay Category: Craft - Visual Effects / Visual Effects - Single
brainBAND Agency: Leo Burnett / Sydney Client: Samsung Australia Category: Use of Technology
LandCruiser Emergency Network Agency: Saatchi & Saatchi / Sydney Client: Toyota Motor Corporation Australia Category: Use of Technology
MANBOOBS4BOOBS Agency: DAVID / Buenos Aires Client: MACMA Category: Under 100K Budget
Chris Fonseca I Keep It Moving I Smirnoff Ice Agency: 72andSunny / New York + Epoch / New York + Cut N Run / New York Client: Smirnoff Category: Craft - Sound Design / Sound Design - Single
Dark to Light Agency: BBDO / New York Client: Mars Petcare / Pedigree Category: Craft - Sound Design / Sound Design - Single
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Art Direction - Single or Campaign
Into HBO Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles Client: HBO Category: Craft / Use of Visuals
Five Year Plan Agency: Wieden+Kennedy / Portland + MJZ / Los Angeles Client: Old Spice Category: Television / Short Form - Single
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Print / Flat & Dimensional
The Washi Lingerie Poster Agency: HAKUHODO Inc. / TOKYO Client: RC Corp. France-Japon Category: Craft / Printing & Paper Craft - Single or Series
Honda. Great Journey. Agency: Mori Inc. / Tokyo + DENTSU INC. / Tokyo + Map Project Office / London + Ogle Models & Prototypes / UK Client: Honda Motor Co., Ltd. Category: Craft / Printing & Paper Craft - Single or Series
Year In Search 2016 Agency: 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles Client: Google Category: Television / Long Form - Single
Michael Phelps Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York Client: Under Armour Category: Television / Long Form - Single
USA Women's Gymnastics Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York Client: Under Armour Category: Television / Long Form - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Social Media & Viral Marketing
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Digital / Social Media & Viral Marketing

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Social Media Gold Pencil

DDB Group Germany / Berlin

Pink Ribbon Deutschland

Check it before it's removed: naked breasts on Facebook against breast cancer.

Branded Social Post / Branded Social Campaign

OS_SM17005G

2017 Responsive Environments Gold Pencil

iart ag / Basel + Christ & Gantenbein / Basel

Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt

Kunstmuseum Basel Light Frieze

Architecture Enhancement

OS_RE17001G

2017 Radio Gold Pencil

FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg

Netflorist

A War of Words - Anniversary Forgotten

Craft / Sound Design - Single

OS_RA17016G

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Virtual Reality (VR)

OS_IN17011G

2017 Film Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single

OS_PO17034G

2017 Moving Image Craft Gold Pencil

Leland Music / London + 4creative / London + Blink / London + Factory / London

Channel 4 / Rio Paralympics

We're The Superhumans

Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single

OS_MI17035G

2017 Direct Marketing Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Digital / Websites, Mobile, & Banners

OS_DI17019G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Mobile Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Mobile Advertising

OS_MO17007G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

2017 Mobile Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Utility

OS_MO17004G

2017 Social Influencer Marketing Gold Pencil

Weber Shandwick / London

Action Aid UK

Brutal Cut

Influencer Marketing / Multi-Channel

OS_SI17004G

2017 Public Relations Gold Pencil

DigitasLBi / Chicago + Ketchum / Chicago

Whirlpool

Care Counts

Community Building

OS_PR17010G

2017 Mobile Gold Pencil

R/GA / New York

Samsung

ANTIdiaRy

Gaming

OS_MO17009G

2017 Mobile Gold Pencil

Leo Burnett / Sydney

Samsung Australia

brainBAND

Use of Technology / Physical Product & Mobile Integration

OS_MO17017G

2017 Mobile Gold Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Use of Technology / Physical Product & Mobile Integration

OS_MO17018G

2017 Cross-Platform Gold Pencil

adam&eveDDB / London + Mediacom / London + cain&abel / London + Stanley's King Henry / London

Mars - Skittles

Give the Rainbow

Craft / Art Direction - Campaign

OS_CP17023G

2017 Intellectual Property Gold Pencil

Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul

Dot Incorporation

DOT. The first Braille Smartwatch.

Integrated Digital & Physical Product

OS_IP17010G

2017 Design Gold Pencil

DENTSU INC. / Tokyo

Dentsu Advertising Awards Selection Council

The Study of Human Being

Craft / Art Direction - Single or Series

OS_DE17065G

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Digital Installations

OS_IN17014G

2017 UX / UI Gold Pencil

Saatchi & Saatchi / London + BUF / Paris

Deutsche Telekom

Sea Hero Quest

Innovation in UX / UI / Single Channel

OS_UX17017G

2017 Print & Outdoor Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Publishing / Trade Publication - Single or Campaign

OS_PO17010G

2017 Moving Image Craft Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Craft - Direction / Direction - Single

OS_MI17001G

2017 Moving Image Craft Gold Pencil

HAKUHODO Inc. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo

Sony Interactive Entertainment

GRAVITY CAT

Craft - Direction / Direction - Single

OS_MI17002G

2017 Design Gold Pencil

72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Google

Year In Search 2016

Motion Graphics / Single

OS_DE17058G

2017 Design Gold Pencil

DDB / New York

Wildlife Conservation Film Festival

Dream

Motion Graphics / Single

OS_DE17059G

2017 Social Influencer Marketing Gold Pencil

Epic Signal / New York + Great Big Story / New York + Mekanism / New York

Great Big Story

Great Big Story Influencer Content

Influencer Marketing / Episodic

OS_SI17007G

2017 Social Media Gold Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Branded Social Post / Real-Time Response

OS_SM17012G

2017 Moving Image Craft Gold Pencil

PRETTYBIRD / Culver City

Coldplay

Coldplay - "Up&Up"

Craft - Visual Effects / Visual Effects - Single

OS_MI17022G

2017 Mobile Gold Pencil

Leo Burnett / Sydney

Samsung Australia

brainBAND

Use of Technology

OS_MO17011G

2017 Mobile Gold Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Use of Technology

OS_MO17012G

2017 Film Gold Pencil

DAVID / Buenos Aires

MACMA

MANBOOBS4BOOBS

Under 100K Budget

OS_FI17041G

2017 Moving Image Craft Gold Pencil

72andSunny / New York + Epoch / New York + Cut N Run / New York

Smirnoff

Chris Fonseca I Keep It Moving I Smirnoff Ice

Craft - Sound Design / Sound Design - Single

OS_MI17027G

2017 Moving Image Craft Gold Pencil

BBDO / New York

Mars Petcare / Pedigree

Dark to Light

Craft - Sound Design / Sound Design - Single

OS_MI17028G

2017 Print & Outdoor Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Craft / Art Direction - Single or Campaign

OS_PO17045G

2017 Social Media Gold Pencil

Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles

HBO

Into HBO

Craft / Use of Visuals

OS_SM17029G

2017 Film Gold Pencil

Wieden+Kennedy / Portland + MJZ / Los Angeles

Old Spice

Five Year Plan

Television / Short Form - Single

OS_FI17001G

2017 Direct Marketing Gold Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Print / Flat & Dimensional

OS_DI17001G

2017 Design Gold Pencil

HAKUHODO Inc. / TOKYO

RC Corp. France-Japon

The Washi Lingerie Poster

Craft / Printing & Paper Craft - Single or Series

OS_DE17078G

2017 Design Gold Pencil

Mori Inc. / Tokyo + DENTSU INC. / Tokyo + Map Project Office / London + Ogle Models & Prototypes / UK

Honda Motor Co., Ltd.

Honda. Great Journey.

Craft / Printing & Paper Craft - Single or Series

OS_DE17079G

2017 Film Gold Pencil

72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Google

Year In Search 2016

Television / Long Form - Single

OS_FI17011G

2017 Film Gold Pencil

Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York

Under Armour

Michael Phelps

Television / Long Form - Single

OS_FI17012G

2017 Film Gold Pencil

Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York

Under Armour

USA Women's Gymnastics

Television / Long Form - Single

OS_FI17013G

2017 Direct Marketing Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Digital / Social Media & Viral Marketing

OS_DI17025G

2017 Direct Marketing Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Digital / Social Media & Viral Marketing

OS_DI17026G

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