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
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Mobile Advertising
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
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Web / Utility
Meet Graham
Agency: Clemenger BBDO / Melbourne
Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Innovation in Public Relations
The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Branding / Logo
Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Digital Product
We're The Superhumans
Agency: 4Creative / London + Blink / London
Client: Channel 4 / Rio Paralympics Category: Television / Long Form - 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
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
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
Lifeline
Agency: Ogilvy / New York
Client: Qualcomm Snapdragon Category: Online / Long Form - Single
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
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
Adios Amigo
Agency: Havas / New York + Radical Media / Santa Monica + Starcom Mediavest Group / New York + Edelman / New York
Client: Heineken / Dos Equis Category: Media Relations
THE BULLETPEN
Agency: McCann Worldgroup / Bogotá
Client: MINISTRY OF NATIONAL EDUCATION Category: Media Relations
Five Year Plan
Agency: Wieden+Kennedy / Portland + MJZ / Los Angeles
Client: Old Spice Category: Television / Short Form - 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
The Boys
Agency: Clemenger BBDO / Melbourne
Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Publishing / Newspaper - Campaign
Touchable Ink
Agency: J. Walter Thompson / Bangkok
Client: Thai Samsung Electronics / Thai Association of The Blind Category: Innovation in Design / Print Design
Remumber
Agency: FamousGrey / Groot-Bijgaarden + Famous Relations / Groot-Bijgaarden + CZAR / Brussel + MediaMonks / Amsterdam
Client: Missing Children Europe Category: Mobile / Utility
WhatsGerman
Agency: Plan.Net / Munich + Serviceplan / Munich
Client: Plan.Net Category: Mobile / Utility
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Promotional / Collateral / Posters - Campaign
Broadcast without Borders
Agency: Akestam Holst NOA / Stockholm
Client: Refugee Phones Category: Experiential Radio
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient / Immersive / Digital Installations
Made By Google
Agency: Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York
Client: Google Category: Mobile Advertising
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Reputation Management
Spectacle of the Real
Agency: BUCK / New York
Client: Hulk Limbo, Inc. Category: Craft / Animation - Single or Series
DOT. The first Braille Smartwatch.
Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul
Client: Dot Incorporation Category: Integrated Digital & Physical Product
Serena Williams' Match Point | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Innovation in Social Media
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
Making Sense of Dyslexia
Agency: Impact BBDO / Dubai
Client: Sydlexia Category: Promotional / Posters - Series
Steppenwolf Series I
Agency: Ogilvy & Mather / Chicago
Client: Steppenwolf Theatre Category: Promotional / Posters - Series
Klarafy
Agency: FamousGrey / Groot-Bijgaarden + Klara / Brussel
Client: Klara Category: Innovation in Radio
Girls of Paradise
Agency: McCANN Paris / Clichy + MRM//McCANN / Clichy
Client: Mouvement du Nid Category: Innovation in Radio
Cheetos Museum
Agency: Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles
Client: Cheetos Category: Social Engagement / User-Generated Content
XX
Agency: Xiao Mage & Cheng Zi / Beijing
Client: China Architecture & Building Press Category: Editorial / Book Layout Design
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Online / Short Form - Single
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Online / Short Form - Single
The Viral Experiment
Agency: The Woolshed Company / Melbourne
Client: The Woolshed Company Category: Self-Promotion
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
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
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
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 Mobile Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Mobile Advertising
Annual ID:
OS_MO17007G
Award:
2017 Interactive Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient / Immersive / Virtual Reality (VR)
Annual ID:
OS_IN17011G
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 UX / UI Gold Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Web / Utility
Annual ID:
OS_UX17001G
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 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 Design Gold Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Branding / Logo
Annual ID:
OS_DE17001G
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 Film Gold Pencil
Agency:
4Creative / London + Blink / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Television / Long Form - Single
Annual ID:
OS_FI17010G
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 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:
Branded Social Post / Branded Social Campaign
Annual ID:
OS_SM17005G
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:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17019G
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 Responsive Environments Gold Pencil
Agency:
iart ag / Basel + Christ & Gantenbein / Basel
Client:
Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt
Title:
Kunstmuseum Basel Light Frieze
Category:
Architecture Enhancement
Annual ID:
OS_RE17001G
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 Public Relations Gold Pencil
Agency:
Havas / New York + Radical Media / Santa Monica + Starcom Mediavest Group / New York + Edelman / New York
Client:
Heineken / Dos Equis
Title:
Adios Amigo
Category:
Media Relations
Annual ID:
OS_PR17001G
Award:
2017 Public Relations Gold Pencil
Agency:
McCann Worldgroup / Bogotá
Client:
MINISTRY OF NATIONAL EDUCATION
Title:
THE BULLETPEN
Category:
Media Relations
Annual ID:
OS_PR17002G
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 Moving Image Craft Gold Pencil
Agency:
4Creative / London + Blink / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17001G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
HAKUHODO Inc. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo
Client:
Sony Interactive Entertainment
Title:
GRAVITY CAT
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17002G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Pacific Brands Underwear Group (Australia)
Title:
The Boys
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17009G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO17003G
Award:
2017 Design Gold Pencil
Agency:
J. Walter Thompson / Bangkok
Client:
Thai Samsung Electronics / Thai Association of The Blind
Title:
Touchable Ink
Category:
Innovation in Design / Print Design
Annual ID:
OS_DE17084G
Award:
2017 UX / UI Gold Pencil
Agency:
FamousGrey / Groot-Bijgaarden + Famous Relations / Groot-Bijgaarden + CZAR / Brussel + MediaMonks / Amsterdam
Client:
Missing Children Europe
Title:
Remumber
Category:
Mobile / Utility
Annual ID:
OS_UX17006G
Award:
2017 UX / UI Gold Pencil
Agency:
Plan.Net / Munich + Serviceplan / Munich
Client:
Plan.Net
Title:
WhatsGerman
Category:
Mobile / Utility
Annual ID:
OS_UX17007G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO17013G
Award:
2017 Radio Gold Pencil
Agency:
Akestam Holst NOA / Stockholm
Client:
Refugee Phones
Title:
Broadcast without Borders
Category:
Experiential Radio
Annual ID:
OS_RA17010G
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 Mobile Gold Pencil
Agency:
Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York
Client:
Google
Title:
Made By Google
Category:
Mobile Advertising
Annual ID:
OS_MO17006G
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 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 Intellectual Property Gold Pencil
Agency:
Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul
Client:
Dot Incorporation
Title:
DOT. The first Braille Smartwatch.
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP17010G
Award:
2017 Social Media Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Innovation in Social Media
Annual ID:
OS_SM17031G
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 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Sydlexia
Title:
Making Sense of Dyslexia
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17028G
Award:
2017 Design Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
Steppenwolf Theatre
Title:
Steppenwolf Series I
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17029G
Award:
2017 Radio Gold Pencil
Agency:
FamousGrey / Groot-Bijgaarden + Klara / Brussel
Client:
Klara
Title:
Klarafy
Category:
Innovation in Radio
Annual ID:
OS_RA17020G
Award:
2017 Radio Gold Pencil
Agency:
McCANN Paris / Clichy + MRM//McCANN / Clichy
Client:
Mouvement du Nid
Title:
Girls of Paradise
Category:
Innovation in Radio
Annual ID:
OS_RA17021G
Award:
2017 Social Media Gold Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles
Client:
Cheetos
Title:
Cheetos Museum
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17017G
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:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Online / Short Form - Single
Annual ID:
OS_BE17006G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Online / Short Form - Single
Annual ID:
OS_BE17007G
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 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 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:
Panasonic Corporation
Title:
Life is electric
Category:
Packaging / Specialty
Annual ID:
OS_DE17043G
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
