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

The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
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
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
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 Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
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
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
XX Agency: Xiao Mage & Cheng Zi / Beijing Client: China Architecture & Building Press Category: Editorial / Book Layout Design
Making Sense of Dyslexia Agency: Impact BBDO / Dubai Client: Sydlexia Category: Typography / Static
Kol Nokta Btefrek Agency: Impact BBDO / Dubai Client: Law Andak Dam Category: Typography / Static
Documents Agency: DDB / New York Client: Gun by Gun Category: Publishing / Magazine - Campaign
Kafa "Legally Bride" Agency: Leo Burnett / Beirut Client: KAFA (enough) Violence & Exploitation Category: Events & Experiential
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Events & Experiential
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles Client: UNICEF Category: Craft / Animation - Campaign
Beyoncé - "Formation" Agency: PRETTYBIRD / Culver City Client: Beyoncé Category: Cultural Driver
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
Beyoncé - "Formation" Agency: PRETTYBIRD / Culver City Client: Beyoncé Category: Music Videos
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Social Media
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Reputation Management
Like my addiction Agency: BETC / Paris Client: Addict Aide Category: Influencer Marketing / Single Channel
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Publishing / Trade Publication - Single or Campaign
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
Into HBO Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles Client: HBO Category: Craft / Use of Visuals
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
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
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
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
The Art Market (in Four Parts) - Auctions Agency: Neighborhood Watch Films / Brooklyn, NY + Artsy / New York, NY + UBS / New York, NY Client: Artsy Category: Craft - Editing / Editing - Single
Coldplay - "Up&Up" Agency: PRETTYBIRD / Culver City Client: Coldplay Category: Craft - Visual Effects / Visual Effects - Single
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
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Packaging / Specialty
The DNA Journey Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen Client: momondo Category: Online / Long Form - Campaign
Adios Amigo Agency: Havas / New York + Sound Lounge / New York Client: Heineken / Dos Equis Category: Craft / Writing - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Craft / Storytelling
Five Year Plan Agency: Wieden+Kennedy / Portland + MJZ / Los Angeles Client: Old Spice Category: Television / Short Form - 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

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

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 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 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 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 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

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 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

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 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

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

OS_PO17034G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

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 Film Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 Design Gold Pencil

Xiao Mage & Cheng Zi / Beijing

China Architecture & Building Press

XX

Editorial / Book Layout Design

OS_DE17015G

2017 Design Gold Pencil

Impact BBDO / Dubai

Sydlexia

Making Sense of Dyslexia

Typography / Static

OS_DE17020G

2017 Design Gold Pencil

Impact BBDO / Dubai

Law Andak Dam

Kol Nokta Btefrek

Typography / Static

OS_DE17021G

2017 Print & Outdoor Gold Pencil

DDB / New York

Gun by Gun

Documents

Publishing / Magazine - Campaign

OS_PO17005G

2017 Public Relations Gold Pencil

Leo Burnett / Beirut

KAFA (enough) Violence & Exploitation

Kafa "Legally Bride"

Events & Experiential

OS_PR17005G

2017 Public Relations Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Events & Experiential

OS_PR17006G

2017 Cross-Platform Gold Pencil

180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles

UNICEF

Unfairy Tales

Craft / Animation - Campaign

OS_CP17026G

2017 Cultural Driver Gold Pencil

PRETTYBIRD / Culver City

Beyoncé

Beyoncé - "Formation"

Cultural Driver

OS_CD17001G

2017 Direct Marketing Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Ambient / P.O.P. & In-Store - Single

OS_DI17005G

2017 Branded Entertainment Gold Pencil

PRETTYBIRD / Culver City

Beyoncé

Beyoncé - "Formation"

Music Videos

OS_BE17017G

2017 Social Media Gold Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Social Media

OS_SM17031G

2017 Public Relations Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Reputation Management

OS_PR17019G

2017 Social Influencer Marketing Gold Pencil

BETC / Paris

Addict Aide

Like my addiction

Influencer Marketing / Single Channel

OS_SI17001G

2017 Print & Outdoor Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Publishing / Trade Publication - Single or Campaign

OS_PO17010G

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

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 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 Direct Marketing Gold Pencil

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

Swedish Tourist Association

The Swedish Number

Innovation in Direct

OS_DI17040G

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Direct

OS_DI17041G

2017 Moving Image Craft Gold Pencil

Wieden+Kennedy / New York + Doomsday / LA

Nike and Jordan Brand

Unlimited Together

Craft - Use of Original Music / Use of Original Music - Single

OS_MI17031G

2017 Mobile Gold Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Innovation in Mobile

OS_MO17028G

2017 Mobile Gold Pencil

Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg

Google Data Arts Team

Land Lines

Innovation in Mobile

OS_MO17029G

2017 Moving Image Craft Gold Pencil

Neighborhood Watch Films / Brooklyn, NY + Artsy / New York, NY + UBS / New York, NY

Artsy

The Art Market (in Four Parts) - Auctions

Craft - Editing / Editing - Single

OS_MI17010G

2017 Moving Image Craft Gold Pencil

PRETTYBIRD / Culver City

Coldplay

Coldplay - "Up&Up"

Craft - Visual Effects / Visual Effects - Single

OS_MI17022G

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

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Packaging / Specialty

OS_DE17043G

2017 Branded Entertainment Gold Pencil

&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen

momondo

The DNA Journey

Online / Long Form - Campaign

OS_BE17016G

2017 Radio Gold Pencil

Havas / New York + Sound Lounge / New York

Heineken / Dos Equis

Adios Amigo

Craft / Writing - Single

OS_RA17012G

2017 Responsive Environments Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Storytelling

OS_RE17008G

2017 Film Gold Pencil

Wieden+Kennedy / Portland + MJZ / Los Angeles

Old Spice

Five Year Plan

Television / Short Form - Single

OS_FI17001G

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

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