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
-
Award
Gold Pencil
- All
- Best of Show
- Best of Discipline
- Penta Pencil
- Green Pencil
- Gold Pencil
- Silver Pencil
- Bronze Pencil
- Merit
Category
-
Category
Select Category
- Select Category
- Ambient
- Ambient / Immersive
- Ambient Media (Indoor & Outdoor)
- Applications
- Architecture Enhancement
- Brand Transformation
- Brand Voice
- Branded Social Post
- Branding
- Broadcast
- Cinema Advertising
- Community Building
- Craft
- Craft - Animation
- Craft - Cinematography
- Craft - Direction
- Craft - Editing
- Craft - Innovation in Moving Image Craft
- Craft - Sound Design
- Craft - Use of Licensed / Adapted Music
- Craft - Use of Original Music
- Craft - Visual Effects
- Craft - Writing
- Cross-Channel
- Cultural Driver
- Custom Content
- Data Visualization
- Digital
- Digital Product
- Editorial
- Events & Experiential
- Experiential
- Experiential Radio
- Film / Cinema
- Gaming
- Immersive / Environmental
- Influencer Marketing
- Innovation in Branded Entertainment
- Innovation in Cross-Platform
- Innovation in Design
- Innovation in Direct
- Innovation in Film
- Innovation in Interactive
- Innovation in Mobile
- Innovation in Print & Outdoor
- Innovation in Public Relations
- Innovation in Radio
- Innovation in Responsive Environments
- Innovation in Social Media
- Innovation in UX / UI
- Integrated Branding
- Integrated Campaign
- Integrated Digital & Physical Product
- Internal Communications
- Media Relations
- Mobile
- Mobile Advertising
- Motion Graphics
- Music Videos
- Online
- Online Advertising
- Online Films & Video
- Packaging
- Penta Pencil
- Physical Product
- Promotional
- Promotional / Collateral
- Publications
- Publishing
- Real-Time Response / Activity
- Reputation Management
- Self-Promotion
- Social Engagement
- Social Media Page by a Brand
- Television
- Typography
- Under 100K Budget
- Use of Technology
- User Activation
- User-Generated Content
- Utility
- Web
- Websites
Award
Agency
Client
Title
Category
Annual ID

The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Experiential / Guerilla


We're The Superhumans
Agency: 4Creative / London + Blink / London
Client: Channel 4 / Rio Paralympics Category: Television / Long Form - 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


Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Web / Utility


A War of Words - Anniversary Forgotten
Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client: Netflorist Category: Craft / Sound Design - Single


The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Branding / Logo


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


Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Digital Product


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


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 Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)


Lifeline
Agency: Ogilvy / New York
Client: Qualcomm Snapdragon Category: Online / Long Form - Single


The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners


The Viral Experiment
Agency: The Woolshed Company / Melbourne
Client: The Woolshed Company Category: Self-Promotion


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 Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Design / Immersive Design


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


The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Experiential / Installations


Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Experiential / Installations


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: Motion Graphics / Single


Dream
Agency: DDB / New York
Client: Wildlife Conservation Film Festival Category: Motion Graphics / Single


The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Interactive / Ambient / Immersive


The Study of Human Being
Agency: DENTSU INC. / Tokyo
Client: Dentsu Advertising Awards Selection Council Category: Craft / Art Direction - Single or Series


Care Counts
Agency: DigitasLBi / Chicago + Ketchum / Chicago
Client: Whirlpool Category: Community Building


Into HBO
Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles
Client: HBO Category: Craft / Use of Visuals


Michael Phelps
Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client: Under Armour Category: Craft - Cinematography / Cinematography - 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


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


The Boys
Agency: Clemenger BBDO / Melbourne
Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign


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


The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Experiential / Augmented Reality


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


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


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


Brutal Cut
Agency: Weber Shandwick / London
Client: Action Aid UK Category: Influencer Marketing / Multi-Channel


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 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 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 UX / UI Gold Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Web / Utility
Annual ID:
OS_UX17001G

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 Design Gold Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Branding / Logo
Annual ID:
OS_DE17001G

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 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 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 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 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 Branded Entertainment Gold Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G

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:
The Woolshed Company / Melbourne
Client:
The Woolshed Company
Title:
The Viral Experiment
Category:
Self-Promotion
Annual ID:
OS_BE17034G

Award:
2017 Film Gold Pencil
Agency:
72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles
Client:
Google
Title:
Year In Search 2016
Category:
Television / Long Form - Single
Annual ID:
OS_FI17011G

Award:
2017 Film Gold Pencil
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
Michael Phelps
Category:
Television / Long Form - Single
Annual ID:
OS_FI17012G

Award:
2017 Film Gold Pencil
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
USA Women's Gymnastics
Category:
Television / Long Form - Single
Annual ID:
OS_FI17013G

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:
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 Cultural Driver Gold Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Beyoncé
Title:
Beyoncé - "Formation"
Category:
Cultural Driver
Annual ID:
OS_CD17001G

Award:
2017 Mobile Gold Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Utility
Annual ID:
OS_MO17004G

Award:
2017 Cross-Platform Gold Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Experiential / Installations
Annual ID:
OS_CP17004G

Award:
2017 Cross-Platform Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Experiential / Installations
Annual ID:
OS_CP17005G

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 Design Gold Pencil
Agency:
72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles
Client:
Google
Title:
Year In Search 2016
Category:
Motion Graphics / Single
Annual ID:
OS_DE17058G

Award:
2017 Design Gold Pencil
Agency:
DDB / New York
Client:
Wildlife Conservation Film Festival
Title:
Dream
Category:
Motion Graphics / Single
Annual ID:
OS_DE17059G

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 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 Public Relations Gold Pencil
Agency:
DigitasLBi / Chicago + Ketchum / Chicago
Client:
Whirlpool
Title:
Care Counts
Category:
Community Building
Annual ID:
OS_PR17010G

Award:
2017 Social Media Gold Pencil
Agency:
Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles
Client:
HBO
Title:
Into HBO
Category:
Craft / Use of Visuals
Annual ID:
OS_SM17029G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
Michael Phelps
Category:
Craft - Cinematography / Cinematography - Single
Annual ID:
OS_MI17015G

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 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 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:
Clemenger BBDO / Melbourne
Client:
Pacific Brands Underwear Group (Australia)
Title:
The Boys
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17009G

Award:
2017 Interactive Gold Pencil
Agency:
Saatchi & Saatchi / London + BUF / Paris
Client:
Deutsche Telekom
Title:
Sea Hero Quest
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17034G

Award:
2017 Interactive Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17035G

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 Public Relations Gold Pencil
Agency:
Leo Burnett / Beirut
Client:
KAFA (enough) Violence & Exploitation
Title:
Kafa "Legally Bride"
Category:
Events & Experiential
Annual ID:
OS_PR17005G

Award:
2017 Public Relations Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Events & Experiential
Annual ID:
OS_PR17006G

Award:
2017 Social Influencer Marketing Gold Pencil
Agency:
Epic Signal / New York + Great Big Story / New York + Mekanism / New York
Client:
Great Big Story
Title:
Great Big Story Influencer Content
Category:
Influencer Marketing / Episodic
Annual ID:
OS_SI17007G

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 / Social Media & Viral Marketing
Annual ID:
OS_DI17025G

Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17026G
