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 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
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 / Use of Digital Technology - Single or Campaign
Unlimited Together
Agency: Wieden+Kennedy / New York + Doomsday / LA
Client: Nike and Jordan Brand Category: Craft - Use of Original Music / Use of Original Music - Single
Sea Hero Quest
Agency: Saatchi & Saatchi / London + BUF / Paris
Client: Deutsche Telekom Category: Innovation in UX / UI / Single Channel
InstantDJ
Agency: BBDO / New York
Client: Bacardi Category: Branded Social Post / Branded Social Post - Single
Serena Williams' Match Point | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Branded Social Post / Branded Social Post - Single
Give the Rainbow
Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client: Mars - Skittles Category: Promotional / Collateral / Promotional Items - Single or Campaign
The Most Precious Gift
Agency: HEIMAT / Berlin
Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
Life is electric
Agency: DENTSU INC. / Tokyo
Client: Panasonic Corporation Category: Packaging / Specialty
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The Reversed Trailer
Agency: TRY / Oslo
Client: Volkswagen Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The One Moment
Agency: Ogilvy & Mather / Chicago
Client: Morton Salt Category: Innovation in Film / Online
Crushed
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Innovation in Film / Online
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: Ambient / Immersive / Digital Installations
Coldplay - "Up&Up"
Agency: PRETTYBIRD / Culver City
Client: Coldplay Category: Craft - Visual Effects / Visual Effects - Single
Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Digital Product
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 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: Innovation in Interactive / Ambient / Immersive
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Storytelling
XX
Agency: Xiao Mage & Cheng Zi / Beijing
Client: China Architecture & Building Press Category: Editorial / Book Layout Design
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Experiential / Augmented Reality
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Film / Cinema / Fiction
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Design / Immersive Design
IKEA: Cook This Page
Agency: Leo Burnett / Toronto
Client: IKEA Category: Print / Flat & Dimensional
Give the Rainbow
Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client: Mars - Skittles Category: Craft / Art Direction - Campaign
LandCruiser Emergency Network
Agency: Saatchi & Saatchi / Sydney
Client: Toyota Motor Corporation Australia Category: Use of Technology
Crushed
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Online Films & Video / Short Form - Campaign
Spectacle of the Real
Agency: BUCK / New York
Client: Hulk Limbo, Inc. Category: Craft / Animation - Single or Series
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
LandCruiser Emergency Network
Agency: Saatchi & Saatchi / Sydney
Client: Toyota Motor Corporation Australia Category: Innovation in Mobile
Land Lines
Agency: Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg
Client: Google Data Arts Team Category: Innovation in Mobile
President of Playlists
Agency: Spotify / New York
Client: Spotify Category: Real-Time Response / Activity / Proactive Communications
Swishy Chug: The Fake Brand That Led to Real Results
Agency: Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco
Client: Jamba Juice Category: Real-Time Response / Activity / Proactive Communications
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: Ambient / P.O.P. & In-Store - Single
Award:
2017 Design Gold Pencil
Agency:
HAKUHODO Inc. / TOKYO
Client:
RC Corp. France-Japon
Title:
The Washi Lingerie Poster
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17078G
Award:
2017 Design Gold Pencil
Agency:
Mori Inc. / Tokyo + DENTSU INC. / Tokyo + Map Project Office / London + Ogle Models & Prototypes / UK
Client:
Honda Motor Co., Ltd.
Title:
Honda. Great Journey.
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17079G
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 Print & Outdoor 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_PO17055G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
Wieden+Kennedy / New York + Doomsday / LA
Client:
Nike and Jordan Brand
Title:
Unlimited Together
Category:
Craft - Use of Original Music / Use of Original Music - Single
Annual ID:
OS_MI17031G
Award:
2017 UX / UI Gold Pencil
Agency:
Saatchi & Saatchi / London + BUF / Paris
Client:
Deutsche Telekom
Title:
Sea Hero Quest
Category:
Innovation in UX / UI / Single Channel
Annual ID:
OS_UX17017G
Award:
2017 Social Media Gold Pencil
Agency:
BBDO / New York
Client:
Bacardi
Title:
InstantDJ
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17002G
Award:
2017 Social Media Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17003G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client:
Mars - Skittles
Title:
Give the Rainbow
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17018G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
HEIMAT / Berlin
Client:
Otto (GmbH & Co KG)
Title:
The Most Precious Gift
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17019G
Award:
2017 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Panasonic Corporation
Title:
Life is electric
Category:
Packaging / Specialty
Annual ID:
OS_DE17043G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17034G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17035G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17036G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
TRY / Oslo
Client:
Volkswagen
Title:
The Reversed Trailer
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17037G
Award:
2017 Film Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
Morton Salt
Title:
The One Moment
Category:
Innovation in Film / Online
Annual ID:
OS_FI17048G
Award:
2017 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed
Category:
Innovation in Film / Online
Annual ID:
OS_FI17049G
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 Interactive Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient / Immersive / Digital Installations
Annual ID:
OS_IN17014G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Coldplay
Title:
Coldplay - "Up&Up"
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17022G
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 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 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 Interactive Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Interactive / Ambient / Immersive
Annual ID:
OS_IN17031G
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 UX / UI Gold Pencil
Agency:
Airbnb / San Francisco
Client:
Airbnb
Title:
The New Airbnb App
Category:
Mobile / User Experience
Annual ID:
OS_UX17009G
Award:
2017 Design Gold Pencil
Agency:
Xiao Mage & Cheng Zi / Beijing
Client:
China Architecture & Building Press
Title:
XX
Category:
Editorial / Book Layout Design
Annual ID:
OS_DE17015G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
ALLIANZ
Title:
AMATEUR REPLAY
Category:
User-Generated Content
Annual ID:
OS_BE17032G
Award:
2017 Cross-Platform Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Experiential / Augmented Reality
Annual ID:
OS_CP17008G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17003G
Award:
2017 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Sydlexia
Title:
Making Sense of Dyslexia
Category:
Typography / Static
Annual ID:
OS_DE17020G
Award:
2017 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Law Andak Dam
Title:
Kol Nokta Btefrek
Category:
Typography / Static
Annual ID:
OS_DE17021G
Award:
2017 Design Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Design / Immersive Design
Annual ID:
OS_DE17089G
Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Toronto
Client:
IKEA
Title:
IKEA: Cook This Page
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17001G
Award:
2017 Cross-Platform Gold Pencil
Agency:
adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client:
Mars - Skittles
Title:
Give the Rainbow
Category:
Craft / Art Direction - Campaign
Annual ID:
OS_CP17023G
Award:
2017 Mobile Gold Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Use of Technology
Annual ID:
OS_MO17011G
Award:
2017 Mobile Gold Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Use of Technology
Annual ID:
OS_MO17012G
Award:
2017 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed
Category:
Online Films & Video / Short Form - Campaign
Annual ID:
OS_FI17035G
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 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 Mobile Gold Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Innovation in Mobile
Annual ID:
OS_MO17028G
Award:
2017 Mobile Gold Pencil
Agency:
Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg
Client:
Google Data Arts Team
Title:
Land Lines
Category:
Innovation in Mobile
Annual ID:
OS_MO17029G
Award:
2017 Public Relations Gold Pencil
Agency:
Spotify / New York
Client:
Spotify
Title:
President of Playlists
Category:
Real-Time Response / Activity / Proactive Communications
Annual ID:
OS_PR17022G
Award:
2017 Public Relations Gold Pencil
Agency:
Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco
Client:
Jamba Juice
Title:
Swishy Chug: The Fake Brand That Led to Real Results
Category:
Real-Time Response / Activity / Proactive Communications
Annual ID:
OS_PR17023G
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 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
