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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Filter
Award
Agency
Client
Title
Category
Annual ID

TON-TON VOICE SUMO
Agency: DENTSU INC. / Tokyo
Client: Geriatric health services facility HITORIZAWA Category: Innovation in UX / UI / Single Channel


Pocket Patrol
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Use of Technology / Augmented Reality


Rubbish Famzine. In The Name Of The Father
Agency: Kinetic / Singapore + Holycrap.sg / Singapore
Client: HOLYCRAP.SG Category: Editorial / Magazine Layout Design


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


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


Countdown.
Agency: Grabarz & Partner / Hamburg
Client: Volkswagen AG Category: Broadcast / Any Length - Campaign


mt × vitra
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Co., Ltd. Category: Immersive / Environmental / Indoor Spaces


Amazon Fashion Week Tokyo 2017 S/S Opening Act
Agency: McCann / Tokyo + TYO inc. TYO drive / Tokyo + WOW inc. / Tokyo
Client: Amazon Japan G.K. Category: Immersive / Environmental / Indoor Spaces


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


The World Needs more billionaires
Agency: Y&R / Prague + Studio Carioca / Bucharest
Client: Forbes Category: Publishing / Magazine - Campaign


#Paintback
Agency: Heimat Werbeagentur GmbH / Berlin
Client: Legacy Category: Immersive / Environmental / Outdoor Spaces


Loving the night
Agency: TBWA\THAILAND / Bangkok
Client: McDonald's Category: Craft / Photography - Single or 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: Craft / Visual Effects / Animation


BMW Original Parts 'CEO'
Agency: OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg
Client: BMW South Africa Category: Craft / Writing - Single


Check it before it's removed: naked breasts on Facebook against breast cancer.
Agency: DDB Group Germany / Berlin
Client: Pink Ribbon Deutschland Category: Digital / Social Media & Viral Marketing


The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Digital / Social Media & Viral Marketing


Life is electric
Agency: DENTSU INC. / Tokyo
Client: Panasonic Corporation Category: Craft / Illustration - Single or Series


Awaken Your Force
Agency: 180LA / Santa Monica + Park Pictures / Santa Monica
Client: Hewlett Packard Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single


Marriage in the Air – Cathay Pacific and Cathay Dragon
Agency: McCann Worldgroup / Hong Kong + MRM//McCann / Shanghai
Client: Cathay Pacific Airways Category: Influencer Marketing / Multi-Channel


Symphonologie
Agency: DigitasLBi / New York + Accenture / New York
Client: Accenture Category: Craft / Dynamic Data Visualization


The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Craft / Dynamic Data Visualization


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


Finding Her
Agency: DDB / Dubai
Client: UN Women Category: Craft / Illustration - Single or Campaign


The World Needs more billionaires
Agency: Y&R / Prague + Studio Carioca / Bucharest
Client: Forbes Category: Craft / Art Direction - Single or Campaign


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


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


Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Digital Product


Titanfall 2
Agency: Argonaut / San Francisco + Blur / Culver City + Reset / Santa Monica
Client: Electronic Arts/ Respawn Entertainment Category: Craft - Visual Effects / Visual Effects - Single


Down Syndrome Answers
Agency: FCB Canada / Toronto
Client: Canadian Down Syndrome Society Category: Craft / Data-Driven Personalization - Single or Campaign


The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Innovation in Cross-Platform / Integrated Branding


#MYNEOLABEL
Agency: iris / London
Client: adidas neo Category: Online Advertising / Interactive Video


The DNA Journey
Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client: momondo Category: Online Films & Video / Long Form - Single


Come Together
Agency: adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client: H&M Category: Online Films & Video / Long Form - Single


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


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)


Google Earth VR Tours
Agency: Antfood / New York
Client: Google Category: Craft - Innovation in Moving Image Craft / Audio


Award:
2017 UX / UI Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Geriatric health services facility HITORIZAWA
Title:
TON-TON VOICE SUMO
Category:
Innovation in UX / UI / Single Channel
Annual ID:
OS_UX17018S

Award:
2017 Mobile Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
Pocket Patrol
Category:
Use of Technology / Augmented Reality
Annual ID:
OS_MO17016S

Award:
2017 Design Silver Pencil
Agency:
Kinetic / Singapore + Holycrap.sg / Singapore
Client:
HOLYCRAP.SG
Title:
Rubbish Famzine. In The Name Of The Father
Category:
Editorial / Magazine Layout Design
Annual ID:
OS_DE17018S

Award:
2017 Film Silver Pencil
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Under 100K Budget
Annual ID:
OS_FI17042S

Award:
2017 Branded Entertainment Silver Pencil
Agency:
Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client:
Ubisoft
Title:
Nosulus Rift
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17036S

Award:
2017 Branded Entertainment Silver Pencil
Agency:
Intel / Santa Clara
Client:
Intel
Title:
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17037S

Award:
2017 Branded Entertainment Silver Pencil
Agency:
Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles
Client:
Audi of America
Title:
Audi and Airbnb Live to Drive
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17038S

Award:
2017 Film Silver Pencil
Agency:
72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles
Client:
Google
Title:
Year In Search 2016
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17029S

Award:
2017 Film Silver Pencil
Agency:
DDB / New York
Client:
Wildlife Conservation Film Festival
Title:
Dream
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17030S

Award:
2017 Film Silver Pencil
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
USA Women's Gymnastics
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17031S

Award:
2017 Radio Silver Pencil
Agency:
Grabarz & Partner / Hamburg
Client:
Volkswagen AG
Title:
Countdown.
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA17003S

Award:
2017 Design Silver Pencil
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi Co., Ltd.
Title:
mt × vitra
Category:
Immersive / Environmental / Indoor Spaces
Annual ID:
OS_DE17051S

Award:
2017 Design Silver Pencil
Agency:
McCann / Tokyo + TYO inc. TYO drive / Tokyo + WOW inc. / Tokyo
Client:
Amazon Japan G.K.
Title:
Amazon Fashion Week Tokyo 2017 S/S Opening Act
Category:
Immersive / Environmental / Indoor Spaces
Annual ID:
OS_DE17052S

Award:
2017 Design Silver Pencil
Agency:
Hakuhodo Inc. / Tokyo
Client:
SHOEI
Title:
PRINT TRIAL
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17080S

Award:
2017 Design Silver Pencil
Agency:
Toppan Printing Co.,Ltd. / Tokyo
Client:
Toppan Printing Co.,Ltd.
Title:
Specimens of Crossing
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17081S

Award:
2017 Print & Outdoor Silver Pencil
Agency:
Y&R / Prague + Studio Carioca / Bucharest
Client:
Forbes
Title:
The World Needs more billionaires
Category:
Publishing / Magazine - Campaign
Annual ID:
OS_PO17006S

Award:
2017 Design Silver Pencil
Agency:
Heimat Werbeagentur GmbH / Berlin
Client:
Legacy
Title:
#Paintback
Category:
Immersive / Environmental / Outdoor Spaces
Annual ID:
OS_DE17055S

Award:
2017 Print & Outdoor Silver Pencil
Agency:
TBWA\THAILAND / Bangkok
Client:
McDonald's
Title:
Loving the night
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO17051S

Award:
2017 Mobile Silver Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_MO17023S

Award:
2017 Radio Silver Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg + Howard Audio / Johannesburg
Client:
BMW South Africa
Title:
BMW Original Parts 'CEO'
Category:
Craft / Writing - Single
Annual ID:
OS_RA17013S

Award:
2017 Direct Marketing Silver 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:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17027S

Award:
2017 Direct Marketing Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17028S

Award:
2017 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Panasonic Corporation
Title:
Life is electric
Category:
Craft / Illustration - Single or Series
Annual ID:
OS_DE17069S

Award:
2017 Moving Image Craft Silver Pencil
Agency:
180LA / Santa Monica + Park Pictures / Santa Monica
Client:
Hewlett Packard
Title:
Awaken Your Force
Category:
Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Annual ID:
OS_MI17036S

Award:
2017 Social Influencer Marketing Silver Pencil
Agency:
McCann Worldgroup / Hong Kong + MRM//McCann / Shanghai
Client:
Cathay Pacific Airways
Title:
Marriage in the Air – Cathay Pacific and Cathay Dragon
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SI17005S

Award:
2017 Interactive Silver Pencil
Agency:
DigitasLBi / New York + Accenture / New York
Client:
Accenture
Title:
Symphonologie
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17027S

Award:
2017 Interactive Silver Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17028S

Award:
2017 Interactive Silver Pencil
Agency:
DDB / Paris
Client:
Ubisoft
Title:
Scars
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17021S

Award:
2017 Interactive Silver Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17022S

Award:
2017 Print & Outdoor Silver Pencil
Agency:
DDB / Dubai
Client:
UN Women
Title:
Finding Her
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17049S

Award:
2017 Print & Outdoor Silver Pencil
Agency:
Y&R / Prague + Studio Carioca / Bucharest
Client:
Forbes
Title:
The World Needs more billionaires
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_PO17046S

Award:
2017 Branded Entertainment Silver Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Coldplay
Title:
Coldplay - "Up&Up"
Category:
Music Videos
Annual ID:
OS_BE17018S

Award:
2017 Social Media Silver Pencil
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Social Engagement / Community Building
Annual ID:
OS_SM17024S

Award:
2017 Social Media Silver Pencil
Agency:
Leo Burnett / Chicago
Client:
Procter & Gamble
Title:
Girl Emojis
Category:
Social Engagement / Community Building
Annual ID:
OS_SM17025S

Award:
2017 Mobile Silver Pencil
Agency:
Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore
Client:
Singtel
Title:
Singtel Data ExStream
Category:
Use of Technology
Annual ID:
OS_MO17013S

Award:
2017 Mobile Silver Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Use of Technology
Annual ID:
OS_MO17014S

Award:
2017 Intellectual Property Silver Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Digital Product
Annual ID:
OS_IP17008S

Award:
2017 Moving Image Craft Silver Pencil
Agency:
Argonaut / San Francisco + Blur / Culver City + Reset / Santa Monica
Client:
Electronic Arts/ Respawn Entertainment
Title:
Titanfall 2
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17023S

Award:
2017 Direct Marketing Silver Pencil
Agency:
FCB Canada / Toronto
Client:
Canadian Down Syndrome Society
Title:
Down Syndrome Answers
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17038S

Award:
2017 Cross-Platform Silver Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP17029S

Award:
2017 Interactive Silver Pencil
Agency:
iris / London
Client:
adidas neo
Title:
#MYNEOLABEL
Category:
Online Advertising / Interactive Video
Annual ID:
OS_IN17009S

Award:
2017 Film Silver Pencil
Agency:
&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client:
momondo
Title:
The DNA Journey
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI17038S

Award:
2017 Film Silver Pencil
Agency:
adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London
Client:
H&M
Title:
Come Together
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI17039S

Award:
2017 Direct Marketing Silver Pencil
Agency:
Akestam Holst NOA / Stockholm
Client:
IKEA
Title:
IKEA Retail Therapy
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17020S

Award:
2017 Direct Marketing Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17021S

Award:
2017 Direct Marketing Silver Pencil
Agency:
Leo Burnett Mexico / Mexico City
Client:
4Pelagatos
Title:
MashiMachine
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17022S

Award:
2017 Interactive Silver Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Ambient / Immersive / Virtual Reality (VR)
Annual ID:
OS_IN17012S

Award:
2017 Public Relations Silver Pencil
Agency:
MullenLowe / Boston
Client:
American Greetings
Title:
Analog
Category:
Brand Voice
Annual ID:
OS_PR17015S

Award:
2017 Moving Image Craft Silver Pencil
Agency:
Antfood / New York
Client:
Google
Title:
Google Earth VR Tours
Category:
Craft - Innovation in Moving Image Craft / Audio
Annual ID:
OS_MI17041S
