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
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - 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
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) 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 / Immersive / Virtual Reality (VR)
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
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 Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
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
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
Dream Agency: DDB / New York Client: Wildlife Conservation Film Festival Category: Cinema Advertising
Broadcast without Borders Agency: Akestam Holst NOA / Stockholm Client: Refugee Phones Category: Experiential Radio
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Branded Social Post / Real-Time Response
The Study of Human Being Agency: DENTSU INC. / Tokyo Client: Dentsu Advertising Awards Selection Council Category: Craft / Art Direction - Single or Series
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
Brutal Cut Agency: Weber Shandwick / London Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
Every Second Counts Agency: FINCH / Sydney Client: St. Kilda Film Festival Category: Craft - Writing / Writing - Single
Daughter Agency: Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles Client: Audi of America Category: Craft - Writing / Writing - Single
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
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Social Media
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Experiential / Live Events
The New Airbnb App Agency: Airbnb / San Francisco Client: Airbnb Category: Mobile / User Experience
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Public Relations
Sea Hero Quest Agency: Saatchi & Saatchi / London + BUF / Paris Client: Deutsche Telekom Category: Innovation in Interactive / Gaming
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Interactive / Gaming
Boost Your Voice Agency: 180LA / Santa Monica Client: Boost Mobile Category: Experiential / Events & Competitions
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
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + MediaMonks / Los Angeles Client: UNICEF Category: Craft / Animation - Campaign
The Viral Experiment Agency: The Woolshed Company / Melbourne Client: The Woolshed Company Category: Self-Promotion
Beyoncé - "Formation" Agency: PRETTYBIRD / Culver City Client: Beyoncé Category: Cultural Driver
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 / Storytelling
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
The Baby Stroller Test-Ride by Contours Agency: FCB Chicago / Chicago, IL Client: Kolcraft Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Change Please Agency: FCB Inferno / London Client: Change Please and the Big Issue Category: Physical Product
The Nation's Bike Agency: Leo Burnett India / Mumbai Client: Bajaj Auto Category: Physical Product
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
The Most Precious Gift Agency: Heimat Werbeagentur GmbH / Berlin Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Packaging / Specialty
Cheetos Museum Agency: Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles Client: Cheetos Category: Social Engagement / User-Generated Content
The DNA Journey Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen Client: momondo Category: Online / Long Form - Campaign
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

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 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

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

OS_PO17034G

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 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

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 Mobile Gold Pencil

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

Swedish Tourist Association

The Swedish Number

Mobile Advertising

OS_MO17007G

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 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 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 Film Gold Pencil

DDB / New York

Wildlife Conservation Film Festival

Dream

Cinema Advertising

OS_FI17021G

2017 Radio Gold Pencil

Akestam Holst NOA / Stockholm

Refugee Phones

Broadcast without Borders

Experiential Radio

OS_RA17010G

2017 Social Media Gold Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Branded Social Post / Real-Time Response

OS_SM17012G

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 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 Social Influencer Marketing Gold Pencil

Weber Shandwick / London

Action Aid UK

Brutal Cut

Influencer Marketing / Multi-Channel

OS_SI17004G

2017 Moving Image Craft Gold Pencil

FINCH / Sydney

St. Kilda Film Festival

Every Second Counts

Craft - Writing / Writing - Single

OS_MI17006G

2017 Moving Image Craft Gold Pencil

Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles

Audi of America

Daughter

Craft - Writing / Writing - Single

OS_MI17007G

2017 Branded Entertainment Gold Pencil

Conaco / Los Angeles + Turner / Atlanta

Universal Pictures

CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube

Online / Long Form - Single

OS_BE17013G

2017 Social Media Gold Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Social Media

OS_SM17031G

2017 Branded Entertainment Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Experiential / Live Events

OS_BE17027G

2017 UX / UI Gold Pencil

Airbnb / San Francisco

Airbnb

The New Airbnb App

Mobile / User Experience

OS_UX17009G

2017 Public Relations Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Public Relations

OS_PR17028G

2017 Interactive Gold Pencil

Saatchi & Saatchi / London + BUF / Paris

Deutsche Telekom

Sea Hero Quest

Innovation in Interactive / Gaming

OS_IN17034G

2017 Interactive Gold Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Interactive / Gaming

OS_IN17035G

2017 Cross-Platform Gold Pencil

180LA / Santa Monica

Boost Mobile

Boost Your Voice

Experiential / Events & Competitions

OS_CP17001G

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

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

UNICEF

Unfairy Tales

Craft / Animation - Campaign

OS_CP17026G

2017 Branded Entertainment Gold Pencil

The Woolshed Company / Melbourne

The Woolshed Company

The Viral Experiment

Self-Promotion

OS_BE17034G

2017 Cultural Driver Gold Pencil

PRETTYBIRD / Culver City

Beyoncé

Beyoncé - "Formation"

Cultural Driver

OS_CD17001G

2017 Public Relations Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Reputation Management

OS_PR17019G

2017 Responsive Environments Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Storytelling

OS_RE17008G

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 Print & Outdoor Gold Pencil

FCB Chicago / Chicago, IL

Kolcraft

The Baby Stroller Test-Ride by Contours

Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single

OS_PO17023G

2017 Intellectual Property Gold Pencil

FCB Inferno / London

Change Please and the Big Issue

Change Please

Physical Product

OS_IP17001G

2017 Intellectual Property Gold Pencil

Leo Burnett India / Mumbai

Bajaj Auto

The Nation's Bike

Physical Product

OS_IP17002G

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

Heimat Werbeagentur GmbH / Berlin

Otto (GmbH & Co KG)

The Most Precious Gift

Craft - Animation / Animation - Single

OS_MI17019G

2017 Design Gold Pencil

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Packaging / Specialty

OS_DE17043G

2017 Social Media Gold Pencil

Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles

Cheetos

Cheetos Museum

Social Engagement / User-Generated Content

OS_SM17017G

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 Print & Outdoor Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

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

OS_PO17035G

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