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

Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Ambient / Live Events
The Reversed Trailer Agency: TRY / Oslo + Bacon / Oslo + APT / Oslo Client: Volkswagen Category: Ambient / Live Events
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
In-a-Snap Agency: BBDO / New York Client: Lowe's Category: Mobile Advertising
Down Syndrome Answers Agency: FCB Canada / Toronto Client: Canadian Down Syndrome Society Category: Craft / Data-Driven Personalization - Single or Campaign
Pocket Patrol Agency: Leo Burnett / Sydney Client: Samsung Australia Category: Use of Technology / Augmented Reality
Eight: Business Cards Agency: Mori Inc. / Tokyo + Drill / Tokyo + DELTRO INC. / Tokyo + morimori co. ltd. / Tokyo Client: Sansan, Inc. Category: Motion Graphics / Single
Made By Google Agency: Droga5 / New York + Google / Mountain View Client: Google Category: Motion Graphics / Series
Still The Most Shocking Second A Day Agency: Factory / London + Don't Panic / London + Stink / London Client: Save The Children Category: Craft - Sound Design / Sound Design - Single
Sound Skills Agency: WCRS / London Client: The Royal Air Force Category: Craft / Music / Sound
Expedia Dream Adventures Agency: 180LA / Santa Monica Client: Expedia Category: Experiential / Virtual Reality (VR)
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
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Innovation in Design / Print Design
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Craft / Printing / Production - Single or Campaign
Behind the leather Agency: Ogilvy Group Thailand / Bangkok Client: People for the Ethical Treatment of Animals Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
#MYNEOLABEL Agency: iris / London Client: adidas neo Category: Online Advertising / Interactive Video
Of Mice and Men Agency: Ogilvy & Mather / Chicago Client: Steppenwolf Theatre Category: Promotional / Posters - Single
Adios Amigo Agency: Havas / New York + Sound Lounge / New York Client: Heineken / Dos Equis Category: Broadcast / Any Length - Single
Singtel Data ExStream Agency: Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore Client: Singtel Category: Use of Technology
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Use of Technology
FlyBabies Agency: MullenLowe / New York Client: JetBlue Category: Reputation Management
Marco Polo Agency: The Martin Agency / Richmond + RadicalMedia / New York Client: Geico Category: Television / Short Form - Single
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Data Visualization / Dynamic
PRINT TRIAL Agency: Hakuhodo Inc. / Tokyo Client: SHOEI Category: Craft / Printing & Paper Craft - Single or Series
Specimens of Crossing Agency: Toppan Printing Co.,Ltd. / Tokyo Client: Toppan Printing Co.,Ltd. Category: Craft / Printing & Paper Craft - Single or Series
Drag, drop and go Agency: UncleGrey / Copenhagen + WM Creative Labs / Copenhagen Client: Cheapflights Category: Online Advertising / Banners
BMW Original Parts 'CEO' Agency: OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg Client: BMW South Africa Category: Craft / Writing - Single
The World Needs more billionaires Agency: Y&R / Prague + Studio Carioca / Bucharest Client: Forbes Category: Publishing / Magazine - Campaign
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Responsive Environments
The Breathalyzer Bag Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles Client: Tostitos Category: Cross-Channel / Digital / Physical Cross-Channel
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
Ahlan Bear Agency: Rethink / Toronto/Montreal/Vancouver + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto Client: COSTI Immigrant Services Category: Integrated Digital & Physical Product
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Art Direction - Campaign
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Online Films & Video / Short Form - Campaign
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
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Brand Transformation
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Brand Transformation
Swishy Chug: The Fake Brand That Led to Real Results Agency: Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco Client: Jamba Juice Category: Branded Social Post / Real-Time Response
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
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
Finding Her Agency: DDB / Dubai Client: UN Women Category: Craft / Illustration - Single or Campaign
Why Can't Girls Code Agency: McCann / New York + Girls Who Code / New York + Tool / Santa Monica Client: Girls Who Code Category: Craft - Writing / Writing - Single
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Craft / Illustration - Single or Series
The Baby Stroller Test-Ride by Contours Agency: FCB Chicago / Chicago, IL Client: Kolcraft Category: Experiential / Events & Competitions

2017 Direct Marketing Silver Pencil

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Ambient / Live Events

OS_DI17014S

2017 Direct Marketing Silver Pencil

TRY / Oslo + Bacon / Oslo + APT / Oslo

Volkswagen

The Reversed Trailer

Ambient / Live Events

OS_DI17015S

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 Mobile Silver Pencil

BBDO / New York

Lowe's

In-a-Snap

Mobile Advertising

OS_MO17008S

2017 Direct Marketing Silver Pencil

FCB Canada / Toronto

Canadian Down Syndrome Society

Down Syndrome Answers

Craft / Data-Driven Personalization - Single or Campaign

OS_DI17038S

2017 Mobile Silver Pencil

Leo Burnett / Sydney

Samsung Australia

Pocket Patrol

Use of Technology / Augmented Reality

OS_MO17016S

2017 Design Silver Pencil

Mori Inc. / Tokyo + Drill / Tokyo + DELTRO INC. / Tokyo + morimori co. ltd. / Tokyo

Sansan, Inc.

Eight: Business Cards

Motion Graphics / Single

OS_DE17060S

2017 Design Silver Pencil

Droga5 / New York + Google / Mountain View

Google

Made By Google

Motion Graphics / Series

OS_DE17062S

2017 Moving Image Craft Silver Pencil

Factory / London + Don't Panic / London + Stink / London

Save The Children

Still The Most Shocking Second A Day

Craft - Sound Design / Sound Design - Single

OS_MI17029S

2017 Mobile Silver Pencil

WCRS / London

The Royal Air Force

Sound Skills

Craft / Music / Sound

OS_MO17025S

2017 Branded Entertainment Silver Pencil

180LA / Santa Monica

Expedia

Expedia Dream Adventures

Experiential / Virtual Reality (VR)

OS_BE17026S

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 Design Silver Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Innovation in Design / Print Design

OS_DE17085S

2017 Direct Marketing Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Craft / Printing / Production - Single or Campaign

OS_DI17033S

2017 Print & Outdoor Silver Pencil

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

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

OS_PO17024S

2017 Interactive Silver Pencil

iris / London

adidas neo

#MYNEOLABEL

Online Advertising / Interactive Video

OS_IN17009S

2017 Design Silver Pencil

Ogilvy & Mather / Chicago

Steppenwolf Theatre

Of Mice and Men

Promotional / Posters - Single

OS_DE17025S

2017 Radio Silver Pencil

Havas / New York + Sound Lounge / New York

Heineken / Dos Equis

Adios Amigo

Broadcast / Any Length - Single

OS_RA17001S

2017 Mobile Silver Pencil

Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore

Singtel

Singtel Data ExStream

Use of Technology

OS_MO17013S

2017 Mobile Silver Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Use of Technology

OS_MO17014S

2017 Public Relations Silver Pencil

MullenLowe / New York

JetBlue

FlyBabies

Reputation Management

OS_PR17020S

2017 Film Silver Pencil

The Martin Agency / Richmond + RadicalMedia / New York

Geico

Marco Polo

Television / Short Form - Single

OS_FI17002S

2017 Design Silver Pencil

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

Nike

Nike Unlimited Stadium

Data Visualization / Dynamic

OS_DE17046S

2017 Design Silver Pencil

Hakuhodo Inc. / Tokyo

SHOEI

PRINT TRIAL

Craft / Printing & Paper Craft - Single or Series

OS_DE17080S

2017 Design Silver Pencil

Toppan Printing Co.,Ltd. / Tokyo

Toppan Printing Co.,Ltd.

Specimens of Crossing

Craft / Printing & Paper Craft - Single or Series

OS_DE17081S

2017 Interactive Silver Pencil

UncleGrey / Copenhagen + WM Creative Labs / Copenhagen

Cheapflights

Drag, drop and go

Online Advertising / Banners

OS_IN17007S

2017 Radio Silver Pencil

OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg

BMW South Africa

BMW Original Parts 'CEO'

Craft / Writing - Single

OS_RA17013S

2017 Print & Outdoor Silver Pencil

Y&R / Prague + Studio Carioca / Bucharest

Forbes

The World Needs more billionaires

Publishing / Magazine - Campaign

OS_PO17006S

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 UX / UI Silver Pencil

Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles

Tostitos

The Breathalyzer Bag

Cross-Channel / Digital / Physical Cross-Channel

OS_UX17013S

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 Intellectual Property Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto

COSTI Immigrant Services

Ahlan Bear

Integrated Digital & Physical Product

OS_IP17011S

2017 Cross-Platform Silver Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Craft / Art Direction - Campaign

OS_CP17024S

2017 Film Silver Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Online Films & Video / Short Form - Campaign

OS_FI17036S

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 Cross-Platform Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Brand Transformation

OS_CP17021S

2017 Cross-Platform Silver Pencil

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Brand Transformation

OS_CP17022S

2017 Social Media Silver Pencil

Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco

Jamba Juice

Swishy Chug: The Fake Brand That Led to Real Results

Branded Social Post / Real-Time Response

OS_SM17013S

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 Print & Outdoor Silver Pencil

TBWA\HAKUHODO Inc. / Tokyo

Tourism Australia

GIGA Selfie

Craft / Use of Digital Technology - Single or Campaign

OS_PO17056S

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 Print & Outdoor Silver Pencil

DDB / Dubai

UN Women

Finding Her

Craft / Illustration - Single or Campaign

OS_PO17049S

2017 Moving Image Craft Silver Pencil

McCann / New York + Girls Who Code / New York + Tool / Santa Monica

Girls Who Code

Why Can't Girls Code

Craft - Writing / Writing - Single

OS_MI17008S

2017 Design Silver Pencil

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Craft / Illustration - Single or Series

OS_DE17069S

2017 Cross-Platform Silver Pencil

FCB Chicago / Chicago, IL

Kolcraft

The Baby Stroller Test-Ride by Contours

Experiential / Events & Competitions

OS_CP17002S

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