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.

Award

Agency

Client

Title

Category

Annual ID

Scars Agency: DDB / Paris Client: Ubisoft Category: Craft / Visual Effects / Animation
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: Craft / Visual Effects / Animation
GIGA Selfie Agency: TBWA\HAKUHODO Inc. / Tokyo Client: Tourism Australia Category: Craft / Use of Digital Technology - Single or Campaign
Marco Polo Agency: The Martin Agency / Richmond + RadicalMedia / New York Client: Geico Category: Television / Short Form - Single
Care Counts Agency: DigitasLBi / Chicago + Ketchum / Chicago Client: Whirlpool Category: Events & Experiential
Open House Agency: Grey Canada / Toronto Client: Salvation Army Category: Events & Experiential
Truth Detector Agency: DM9DDB / São Paulo Client: 89 FM Category: Innovation in Radio
A Kauri Cries Agency: Ogilvy & Mather New Zealand / Auckland + Thick as Thieves / Auckland + Liquid Studios / Auckland Client: Auckland City Council Category: Innovation in Radio
Predictive World Agency: SID LEE / Paris Client: UBISOFT Category: Craft / Dynamic Data Visualization
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Use of Technology / Physical Product & Mobile Integration
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Online Films & Video / Short Form - Campaign
Into HBO Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles Client: HBO Category: Digital / Game Design
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Innovation in Print & Outdoor / Ambient Media
Eiffel Tower All Yours Agency: Saatchi & Saatchi France / Paris + Saatchi & Saatchi UK / London Client: HomeAway Category: Innovation in Print & Outdoor / Ambient Media
The Baby Stroller Test-Ride by Contours Agency: FCB / Chicago Client: Kolcraft Category: Experiential / Events & Competitions
Dream Agency: DDB / New York Client: Wildlife Conservation Film Festival Category: Craft / Animation - Single or Series
Discover the Magic of Craft Agency: Scholz & Friends / Berlin + Salon Alpin / Vienna Client: Montblanc Category: Craft / Animation - Single or Series
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Responsive Environments
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: Craft / Visual Effects / Animation
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Innovation in Interactive / Online
Countdown. Agency: Grabarz & Partner / Hamburg Client: Volkswagen AG Category: Broadcast / Any Length - Campaign
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Branded Social Post / Branded Social Campaign
Doors Of Thrones Agency: Publicis / London Client: Tourism Ireland Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Campaign
Nosulus Rift Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris Client: Ubisoft Category: Innovation in Branded Entertainment
Super Bowl Halftime Show: Intel Drones + Lady Gaga Agency: Intel / Santa Clara Client: Intel Category: Innovation in Branded Entertainment
Audi and Airbnb Live to Drive Agency: Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles Client: Audi of America Category: Innovation in Branded Entertainment
IKEA Retail Therapy Agency: Akestam Holst NOA / Stockholm Client: IKEA Category: Digital / Websites, Mobile, & Banners
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Digital / Websites, Mobile, & Banners
MashiMachine Agency: Leo Burnett Mexico / Mexico City Client: 4Pelagatos Category: Digital / Websites, Mobile, & Banners
Sound Skills Agency: WCRS / London Client: The Royal Air Force Category: Craft / Music / Sound
World's Largest Blind Taste Test Agency: CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago Client: Kraft Heinz Category: Integrated Branding / Integrated Online
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Television / Short Form - Campaign
Smell 'Em Who's Boss Agency: Wieden+Kennedy / Portland + MJZ / Los Angeles Client: Old Spice Category: Television / Short Form - Campaign
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: Ambient / Immersive / Virtual Reality (VR)
The tear-open-mailing for "Mein Kampf - against racism" Agency: Ogilvy / Germany Client: Gesicht zeigen! An association encouraging people to stand against racism in Germany Category: Print / Flat & Dimensional
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich Client: Dot Incorporation Category: Innovation in Mobile
Nosulus Rift Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris Client: Ubisoft Category: Innovation in Interactive / Ambient / Immersive
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Innovation in Interactive / Ambient / Immersive
Get Back, Tohoku. Agency: DENTSU INC. / Tokyo Client: EAST JAPAN RAILWAY COMPANY Category: Craft / Photography - Single or Series
Aging=Passage of Time Agency: SHISEIDO CO., LTD. / Tokyo Client: SHISEIDO CO., LTD. Category: Craft / Photography - Single or Series
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Integrated Campaign
Rule40 Agency: Leo Burnett / Chicago Client: Brooks Running Category: Integrated Campaign
Year In Search 2016 Agency: 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles Client: Google Category: Online Films & Video / Short Form - Single
Dream Agency: DDB / New York Client: Wildlife Conservation Film Festival Category: Online Films & Video / Short Form - Single
USA Women's Gymnastics Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York Client: Under Armour Category: Online Films & Video / Short Form - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: User-Generated Content
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Mobile
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Social Engagement / Community Building
Girl Emojis Agency: Leo Burnett / Chicago Client: Procter & Gamble Category: Social Engagement / Community Building
Rock Clock Agency: Droga5 / New York + Seven Bucks Productions / Los Angeles + Modern Assembly / New York Client: Project Rock Category: Influencer Marketing / Single Channel

2017 Interactive Silver Pencil

DDB / Paris

Ubisoft

Scars

Craft / Visual Effects / Animation

OS_IN17021S

2017 Interactive Silver Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Craft / Visual Effects / Animation

OS_IN17022S

2017 Print & Outdoor Silver Pencil

TBWA\HAKUHODO Inc. / Tokyo

Tourism Australia

GIGA Selfie

Craft / Use of Digital Technology - Single or Campaign

OS_PO17056S

2017 Film Silver Pencil

The Martin Agency / Richmond + RadicalMedia / New York

Geico

Marco Polo

Television / Short Form - Single

OS_FI17002S

2017 Public Relations Silver Pencil

DigitasLBi / Chicago + Ketchum / Chicago

Whirlpool

Care Counts

Events & Experiential

OS_PR17007S

2017 Public Relations Silver Pencil

Grey Canada / Toronto

Salvation Army

Open House

Events & Experiential

OS_PR17008S

2017 Radio Silver Pencil

DM9DDB / São Paulo

89 FM

Truth Detector

Innovation in Radio

OS_RA17022S

2017 Radio Silver Pencil

Ogilvy & Mather New Zealand / Auckland + Thick as Thieves / Auckland + Liquid Studios / Auckland

Auckland City Council

A Kauri Cries

Innovation in Radio

OS_RA17023S

2017 UX / UI Silver Pencil

SID LEE / Paris

UBISOFT

Predictive World

Craft / Dynamic Data Visualization

OS_UX17015S

2017 Mobile Silver Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Use of Technology / Physical Product & Mobile Integration

OS_MO17019S

2017 Film Silver Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Online Films & Video / Short Form - Campaign

OS_FI17036S

2017 Design Silver Pencil

Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles

HBO

Into HBO

Digital / Game Design

OS_DE17048S

2017 Print & Outdoor Silver Pencil

BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore

Nike

Nike Unlimited Stadium

Innovation in Print & Outdoor / Ambient Media

OS_PO17060S

2017 Print & Outdoor Silver Pencil

Saatchi & Saatchi France / Paris + Saatchi & Saatchi UK / London

HomeAway

Eiffel Tower All Yours

Innovation in Print & Outdoor / Ambient Media

OS_PO17061S

2017 Cross-Platform Silver Pencil

FCB / Chicago

Kolcraft

The Baby Stroller Test-Ride by Contours

Experiential / Events & Competitions

OS_CP17002S

2017 Design Silver Pencil

DDB / New York

Wildlife Conservation Film Festival

Dream

Craft / Animation - Single or Series

OS_DE17076S

2017 Design Silver Pencil

Scholz & Friends / Berlin + Salon Alpin / Vienna

Montblanc

Discover the Magic of Craft

Craft / Animation - Single or Series

OS_DE17077S

2017 Responsive Environments Silver Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Responsive Environments

OS_RE17010S

2017 Mobile Silver Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Craft / Visual Effects / Animation

OS_MO17023S

2017 Interactive Silver Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Innovation in Interactive / Online

OS_IN17029S

2017 Radio Silver Pencil

Grabarz & Partner / Hamburg

Volkswagen AG

Countdown.

Broadcast / Any Length - Campaign

OS_RA17003S

2017 Social Media Silver Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Branded Social Post / Branded Social Campaign

OS_SM17006S

2017 Print & Outdoor Silver Pencil

Publicis / London

Tourism Ireland

Doors Of Thrones

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

OS_PO17043S

2017 Branded Entertainment Silver Pencil

Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris

Ubisoft

Nosulus Rift

Innovation in Branded Entertainment

OS_BE17036S

2017 Branded Entertainment Silver Pencil

Intel / Santa Clara

Intel

Super Bowl Halftime Show: Intel Drones + Lady Gaga

Innovation in Branded Entertainment

OS_BE17037S

2017 Branded Entertainment Silver Pencil

Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles

Audi of America

Audi and Airbnb Live to Drive

Innovation in Branded Entertainment

OS_BE17038S

2017 Direct Marketing Silver Pencil

Akestam Holst NOA / Stockholm

IKEA

IKEA Retail Therapy

Digital / Websites, Mobile, & Banners

OS_DI17020S

2017 Direct Marketing Silver Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Digital / Websites, Mobile, & Banners

OS_DI17021S

2017 Direct Marketing Silver Pencil

Leo Burnett Mexico / Mexico City

4Pelagatos

MashiMachine

Digital / Websites, Mobile, & Banners

OS_DI17022S

2017 Mobile Silver Pencil

WCRS / London

The Royal Air Force

Sound Skills

Craft / Music / Sound

OS_MO17025S

2017 Cross-Platform Silver Pencil

CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago

Kraft Heinz

World's Largest Blind Taste Test

Integrated Branding / Integrated Online

OS_CP17017S

2017 Film Silver Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Television / Short Form - Campaign

OS_FI17006S

2017 Film Silver Pencil

Wieden+Kennedy / Portland + MJZ / Los Angeles

Old Spice

Smell 'Em Who's Boss

Television / Short Form - Campaign

OS_FI17007S

2017 Interactive Silver Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Ambient / Immersive / Virtual Reality (VR)

OS_IN17012S

2017 Direct Marketing Silver Pencil

Ogilvy / Germany

Gesicht zeigen! An association encouraging people to stand against racism in Germany

The tear-open-mailing for "Mein Kampf - against racism"

Print / Flat & Dimensional

OS_DI17002S

2017 Mobile Silver Pencil

Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich

Dot Incorporation

DOT. The first Braille Smartwatch.

Innovation in Mobile

OS_MO17030S

2017 Interactive Silver Pencil

Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris

Ubisoft

Nosulus Rift

Innovation in Interactive / Ambient / Immersive

OS_IN17032S

2017 Interactive Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Innovation in Interactive / Ambient / Immersive

OS_IN17033S

2017 Design Silver Pencil

DENTSU INC. / Tokyo

EAST JAPAN RAILWAY COMPANY

Get Back, Tohoku.

Craft / Photography - Single or Series

OS_DE17071S

2017 Design Silver Pencil

SHISEIDO CO., LTD. / Tokyo

SHISEIDO CO., LTD.

Aging=Passage of Time

Craft / Photography - Single or Series

OS_DE17072S

2017 Public Relations Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Integrated Campaign

OS_PR17025S

2017 Public Relations Silver Pencil

Leo Burnett / Chicago

Brooks Running

Rule40

Integrated Campaign

OS_PR17026S

2017 Film Silver Pencil

72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Google

Year In Search 2016

Online Films & Video / Short Form - Single

OS_FI17029S

2017 Film Silver Pencil

DDB / New York

Wildlife Conservation Film Festival

Dream

Online Films & Video / Short Form - Single

OS_FI17030S

2017 Film Silver Pencil

Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York

Under Armour

USA Women's Gymnastics

Online Films & Video / Short Form - Single

OS_FI17031S

2017 Branded Entertainment Silver Pencil

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

Swedish Tourist Association

The Swedish Number

User-Generated Content

OS_BE17033S

2017 Branded Entertainment Silver Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Mobile

OS_BE17022S

2017 Social Media Silver Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Social Engagement / Community Building

OS_SM17024S

2017 Social Media Silver Pencil

Leo Burnett / Chicago

Procter & Gamble

Girl Emojis

Social Engagement / Community Building

OS_SM17025S

2017 Social Influencer Marketing Silver Pencil

Droga5 / New York + Seven Bucks Productions / Los Angeles + Modern Assembly / New York

Project Rock

Rock Clock

Influencer Marketing / Single Channel

OS_SI17002S

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