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

Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Websites
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Experiential / Live Events
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
Pocket Patrol Agency: Leo Burnett / Sydney Client: Samsung Australia Category: Experiential / Augmented Reality
In-a-Snap Agency: BBDO / New York Client: Lowe's Category: Mobile Advertising
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
We're The Superhumans Agency: Final Cut / London + 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Craft - Editing / Editing - Single
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: Digital Product
June: Life is Better When You Share the Ride Agency: Lyft / San Francisco + Broad Reach Pictures / Los Angeles + Chromosphere / Los Angeles Client: Lyft Category: Craft - Animation / Animation - Single
airforce.com Agency: GSD&M / Austin Client: United States Air Force Category: Web / User Experience
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
Come Together Agency: adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London Client: H&M Category: Craft - Direction / Direction - Single
Evan Agency: BBDO / New York Client: Sandy Hook Promise Category: Craft - Direction / Direction - Single
Boost Your Voice Agency: 180LA / Santa Monica Client: Boost Mobile Category: Integrated Branding
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Integrated Branding
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Integrated Branding
Unlimited Greatness Serena Williams Agency: Wieden+Kennedy / Portland + Joint Editorial / Portland Client: Nike Category: Integrated Branding
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Ambient / Immersive / Digital Installations
Coldplay - "Up&Up" Agency: PRETTYBIRD / Culver City Client: Coldplay Category: Music Videos
Escobar Frequency Agency: AKQA / São Paulo Client: Netflix Category: Online / Brand or Product Integration into Storyline
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
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Craft / Illustration - Single or Series
Awaken Your Force Agency: 180LA / Santa Monica Client: Hewlett Packard Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
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
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
Adios Amigo Agency: Havas / New York + Sound Lounge / New York Client: Heineken / Dos Equis Category: Broadcast / Any Length - Single
Sound Skills Agency: WCRS / London Client: The Royal Air Force Category: Craft / Music / Sound
Love At First Wash - Date Night Agency: DDB / Dubai Client: Henkel Category: Craft / Sound Design - Single
Love At First Wash - Sunday Stroll Agency: DDB / Dubai Client: Henkel Category: Craft / Sound Design - Single
HEAT TECH WINDOW Agency: Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul Client: UNIQLO Category: Promotional / Collateral / Promotional Items - Single or Campaign
THE LIVE FISH PACK Agency: YOUNG & RUBICAM POLAND / WARSAW Client: MILA Category: Promotional / Collateral / Promotional Items - Single or Campaign
Tummyfish Agency: Memac Ogilvy / Dubai + Ogilvy One / Dubai Client: Nestlé Middle East Category: Mobile / User Experience
Blood Agency: AMVBBDO / London Client: SCA Bodyform Category: Craft - Cinematography / Cinematography - Single
Check it before it's removed: naked breasts on Facebook against breast cancer. Agency: DDB Group Germany / Berlin Client: Pink Ribbon Deutschland Category: Media Relations
Made By Google Agency: Droga5 / New York + Google / Mountain View Client: Google Category: Motion Graphics / Series
Rule40 Agency: Leo Burnett / Chicago Client: Brooks Running Category: Real-Time Response / Activity / Proactive Communications
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
Loving the night Agency: TBWA\THAILAND / Bangkok Client: McDonald's Category: Craft / Photography - Single or Campaign
Of Mice and Men Agency: Ogilvy & Mather / Chicago Client: Steppenwolf Theatre Category: Promotional / Posters - Single
Drag, drop and go Agency: UncleGrey / Copenhagen + WM Creative Labs / Copenhagen Client: Cheapflights Category: Online Advertising / Banners
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
Lifesaver Backpack Agency: J. Walter Thompson Colombia / Bogota Client: Casa Luker Category: Promotional / Promotional Items - Single or Series
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Promotional / Promotional Items - Single or Series
Singtel Data ExStream Agency: Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore + Songzu / Singapore Client: Singtel Category: Use of Technology

2017 Interactive Silver Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Websites

OS_IN17002S

2017 Branded Entertainment Silver Pencil

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

Nike

Nike Unlimited Stadium

Experiential / Live Events

OS_BE17028S

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 Cross-Platform Silver Pencil

Leo Burnett / Sydney

Samsung Australia

Pocket Patrol

Experiential / Augmented Reality

OS_CP17009S

2017 Mobile Silver Pencil

BBDO / New York

Lowe's

In-a-Snap

Mobile Advertising

OS_MO17008S

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 Moving Image Craft Silver Pencil

Final Cut / London + 4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Craft - Editing / Editing - Single

OS_MI17011S

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 Intellectual Property Silver Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Digital Product

OS_IP17008S

2017 Moving Image Craft Silver Pencil

Lyft / San Francisco + Broad Reach Pictures / Los Angeles + Chromosphere / Los Angeles

Lyft

June: Life is Better When You Share the Ride

Craft - Animation / Animation - Single

OS_MI17020S

2017 UX / UI Silver Pencil

GSD&M / Austin

United States Air Force

airforce.com

Web / User Experience

OS_UX17003S

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 Moving Image Craft Silver Pencil

adam&eveDDB / London + The Directors Bureau & Riff Raff / London + Final Cut / London + The Mill / London

H&M

Come Together

Craft - Direction / Direction - Single

OS_MI17003S

2017 Moving Image Craft Silver Pencil

BBDO / New York

Sandy Hook Promise

Evan

Craft - Direction / Direction - Single

OS_MI17004S

2017 Cross-Platform Silver Pencil

180LA / Santa Monica

Boost Mobile

Boost Your Voice

Integrated Branding

OS_CP17011S

2017 Cross-Platform Silver Pencil

adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London

Mars - Skittles

Give the Rainbow

Integrated Branding

OS_CP17012S

2017 Cross-Platform Silver Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Integrated Branding

OS_CP17013S

2017 Cross-Platform Silver Pencil

Wieden+Kennedy / Portland + Joint Editorial / Portland

Nike

Unlimited Greatness Serena Williams

Integrated Branding

OS_CP17014S

2017 Interactive Silver Pencil

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

Nike

Nike Unlimited Stadium

Ambient / Immersive / Digital Installations

OS_IN17015S

2017 Branded Entertainment Silver Pencil

PRETTYBIRD / Culver City

Coldplay

Coldplay - "Up&Up"

Music Videos

OS_BE17018S

2017 Radio Silver Pencil

AKQA / São Paulo

Netflix

Escobar Frequency

Online / Brand or Product Integration into Storyline

OS_RA17008S

2017 Design Silver Pencil

iyamadesign inc. / Tokyo

Kamoi kakoshi Co., Ltd.

mt × vitra

Immersive / Environmental / Indoor Spaces

OS_DE17051S

2017 Design Silver Pencil

McCann / Tokyo + TYO inc. TYO drive / Tokyo + WOW inc. / Tokyo

Amazon Japan G.K.

Amazon Fashion Week Tokyo 2017 S/S Opening Act

Immersive / Environmental / Indoor Spaces

OS_DE17052S

2017 Design Silver Pencil

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Craft / Illustration - Single or Series

OS_DE17069S

2017 Moving Image Craft Silver Pencil

180LA / Santa Monica

Hewlett Packard

Awaken Your Force

Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single

OS_MI17036S

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 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 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

WCRS / London

The Royal Air Force

Sound Skills

Craft / Music / Sound

OS_MO17025S

2017 Radio Silver Pencil

DDB / Dubai

Henkel

Love At First Wash - Date Night

Craft / Sound Design - Single

OS_RA17017S

2017 Radio Silver Pencil

DDB / Dubai

Henkel

Love At First Wash - Sunday Stroll

Craft / Sound Design - Single

OS_RA17018S

2017 Print & Outdoor Silver Pencil

Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul

UNIQLO

HEAT TECH WINDOW

Promotional / Collateral / Promotional Items - Single or Campaign

OS_PO17019S

2017 Print & Outdoor Silver Pencil

YOUNG & RUBICAM POLAND / WARSAW

MILA

THE LIVE FISH PACK

Promotional / Collateral / Promotional Items - Single or Campaign

OS_PO17020S

2017 UX / UI Silver Pencil

Memac Ogilvy / Dubai + Ogilvy One / Dubai

Nestlé Middle East

Tummyfish

Mobile / User Experience

OS_UX17010S

2017 Moving Image Craft Silver Pencil

AMVBBDO / London

SCA Bodyform

Blood

Craft - Cinematography / Cinematography - Single

OS_MI17016S

2017 Public Relations Silver Pencil

DDB Group Germany / Berlin

Pink Ribbon Deutschland

Check it before it's removed: naked breasts on Facebook against breast cancer.

Media Relations

OS_PR17003S

2017 Design Silver Pencil

Droga5 / New York + Google / Mountain View

Google

Made By Google

Motion Graphics / Series

OS_DE17062S

2017 Public Relations Silver Pencil

Leo Burnett / Chicago

Brooks Running

Rule40

Real-Time Response / Activity / Proactive Communications

OS_PR17024S

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 Print & Outdoor Silver Pencil

TBWA\THAILAND / Bangkok

McDonald's

Loving the night

Craft / Photography - Single or Campaign

OS_PO17051S

2017 Design Silver Pencil

Ogilvy & Mather / Chicago

Steppenwolf Theatre

Of Mice and Men

Promotional / Posters - Single

OS_DE17025S

2017 Interactive Silver Pencil

UncleGrey / Copenhagen + WM Creative Labs / Copenhagen

Cheapflights

Drag, drop and go

Online Advertising / Banners

OS_IN17007S

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

J. Walter Thompson Colombia / Bogota

Casa Luker

Lifesaver Backpack

Promotional / Promotional Items - Single or Series

OS_DE17038S

2017 Design Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Promotional / Promotional Items - Single or Series

OS_DE17039S

2017 Mobile Silver Pencil

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

Singtel

Singtel Data ExStream

Use of Technology

OS_MO17013S

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