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

The Toycracker: A Mini-Musical Spectacular Agency: 72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles Client: Target Category: Broadcast / Long Form - Single
Stride Gum Presents Heaven Sent Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover Client: Mondelēz International / Stride Gum Category: Broadcast / Long Form - Single
38 Years Later Agency: J. Walter Thompson Puerto Rico / San Juan, PR Client: Triple S Category: Broadcast / Long Form - Single
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Publishing / Newspaper - Single
Charles Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Publishing / Newspaper - Single
Francis Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Publishing / Newspaper - Single
Sour-Faced Man Agency: Hakuhodo Indonesia / Jakarta Client: PT. United Family Food Category: Publishing / Newspaper - Single
Sour-Faced Woman Agency: Hakuhodo Indonesia / Jakarta Client: PT. United Family Food Category: Publishing / Newspaper - Single
Dude vs Pensioner Agency: TBWA Hunt Lascaris / Johannesburg Client: Flight Centre Category: Publishing / Newspaper - Single
Babe vs Mom Agency: TBWA Hunt Lascaris / Johannesburg Client: Flight Centre Category: Publishing / Newspaper - Single
Transvestite Agency: lg2 / Quebec City Client: Farnham Ale & Lager Category: Publishing / Newspaper - Single
Pregnancy Test Agency: lg2 / Quebec City Client: Farnham Ale & Lager Category: Publishing / Newspaper - Single
Wool Agency: MullenLowe / Singapore + MullenLowe / London Client: Unilever (Breeze) Category: Publishing / Newspaper - Single
Newspaper Stack - Trump Agency: Scholz & Friends / Berlin Client: Verlag Der Tagesspiegel GmbH Category: Publishing / Newspaper - Single
Safe News Agency: Dentsu Indonesia / Jakarta Client: Safe News Indonesia Category: Innovation in Social Media
Venmo Micro Hack Agency: Deutsch / New York Client: WATERisLIFE Category: Innovation in Social Media
Valspar's Pinterest Analyzer Agency: FCB / Chicago Client: Valspar Corporation Category: Innovation in Social Media
Donate the Bars Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York Client: Atados Category: Innovation in Social Media
Design your time Agency: Leo Burnett Germany / Frankfurt Client: Samsung Category: Digital / Utility Design - Single
Netflix Netflip Agency: Sid Lee / Toronto Client: Netflix Category: Digital / Utility Design - Single
PERSONAL INNOVATION ACT Agency: SIX INC. / TOKYO + HAKUHODO INC. / TOKYO Client: SOFTBANK CORP. Category: Digital / Utility Design - Single
GO MONO Agency: MCCANN / BUCHAREST Client: RADIO XXI Category: Craft / Sound - Campaign
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
The Coughing Billboard Agency: Akestam Holst NOA / Stockholm Client: Apotek Hjartat Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
Animal Detecting Billboards Agency: Demner, Merlicek & Bergmann / Vienna + fm studio / Vienna + Vienna Sound Vienna Light / Vienna Client: BMW Austria GmbH Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
Netflix Originals: "Thrillboards" Grab Attention for "Santa Clarita Diet" Agency: Doner LA / Los Angeles + LoganTV / Los Angeles Client: Netflix Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
Made By Google Agency: Droga5 / New York + Google / Mountain View + Deeplocal / Pittsburgh Client: Google Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
Made Possible By Melbourne Agency: McCann / Melbourne Client: University Of Melbourne Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
Human Made Stories Agency: Valenstein & Fatt / London Client: Volvo Category: Broadcast / Short Form - Campaign
Stress Tested For Women Agency: Wieden+Kennedy / Portland + Anonymous Content / Culver City + Final Cut / Los Angeles + The Directors Bureau / Los Angeles Client: Secret Deodorant (P&G) Category: Broadcast / Short Form - Campaign
#BallersIntroContest Agency: 360i / New York Client: HBO Category: User-Generated Content
Tomcat: Facebook Not Live Event Agency: Barton F Graf / New York Client: The Scotts Miracle-Gro Company Category: User-Generated Content
Commercializer Agency: CP+B / Miami + Nickel Media / Halifax, Canada + Caviar / Los Angeles Client: letgo Category: User-Generated Content
No more black target Agency: FRED & FARID / New York Client: New York Ethical Society Category: User-Generated Content
Tribeca Film ReActor Agency: J. Walter Thompson / New York Client: Tribeca Film Festival Category: User-Generated Content
Design your time Agency: Leo Burnett Germany / Frankfurt Client: Samsung Category: User-Generated Content
Qantas Out of Office Travelogue Agency: The Monkeys / Sydney + Qantas / Sydney Client: Qantas Category: User-Generated Content
DISCOVR The World Agency: Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam Client: Samsung Electronics Category: Use of Technology / Virtual Reality (VR)
Samsung 4D VR Thrill Ride Agency: McKinney / New York + Cheil Worldwide / Seoul Client: Samsung Electronics Category: Use of Technology / Virtual Reality (VR)
A Tale of Two Cities Agency: J. Walter Thompson / India Client: The Hindu Category: Publications
Picnic Blanket Agency: Rosapark / Paris Client: Fruits and Wine Category: Ambient / Billboards & Transit - Single
Mirrors of Racism Agency: W3haus / São Paulo Client: NGO CRIOLA Category: Ambient / Billboards & Transit - Single
The Rainwater Drinking Fountain Agency: WMcCann / Rio de Janeiro Client: Água Mineral Crystal / Coca-Cola Brasil Category: Ambient / Billboards & Transit - Single
Charles Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Promotional / Collateral / Posters - Single
Francis Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Promotional / Collateral / Posters - Single
Strong Man Agency: FCB / Chicago Client: Copic Category: Promotional / Collateral / Posters - Single
Cyclops Agency: FCB / Chicago Client: Copic Category: Promotional / Collateral / Posters - Single
Wool Agency: MullenLowe / Singapore + MullenLowe / London Client: Unilever (Breeze) Category: Promotional / Collateral / Posters - Single
Newspaper Stack - Refugees Agency: Scholz & Friends / Berlin Client: Verlag Der Tagesspiegel GmbH Category: Promotional / Collateral / Posters - Single
Newspaper Stack - Trump Agency: Scholz & Friends / Berlin Client: Verlag Der Tagesspiegel GmbH Category: Promotional / Collateral / Posters - Single

2017 Branded Entertainment Merit Award

72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles

Target

The Toycracker: A Mini-Musical Spectacular

Broadcast / Long Form - Single

OS_BE17045M

2017 Branded Entertainment Merit Award

Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover

Mondelēz International / Stride Gum

Stride Gum Presents Heaven Sent

Broadcast / Long Form - Single

OS_BE17046M

2017 Branded Entertainment Merit Award

J. Walter Thompson Puerto Rico / San Juan, PR

Triple S

38 Years Later

Broadcast / Long Form - Single

OS_BE17047M

2017 Print & Outdoor Merit Award

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

Mars - Skittles

Give the Rainbow

Publishing / Newspaper - Single

OS_PO17065M

2017 Print & Outdoor Merit Award

AlmapBBDO / São Paulo

Getty Images

Charles

Publishing / Newspaper - Single

OS_PO17066M

2017 Print & Outdoor Merit Award

AlmapBBDO / São Paulo

Getty Images

Francis

Publishing / Newspaper - Single

OS_PO17067M

2017 Print & Outdoor Merit Award

Hakuhodo Indonesia / Jakarta

PT. United Family Food

Sour-Faced Man

Publishing / Newspaper - Single

OS_PO17068M

2017 Print & Outdoor Merit Award

Hakuhodo Indonesia / Jakarta

PT. United Family Food

Sour-Faced Woman

Publishing / Newspaper - Single

OS_PO17069M

2017 Print & Outdoor Merit Award

TBWA Hunt Lascaris / Johannesburg

Flight Centre

Dude vs Pensioner

Publishing / Newspaper - Single

OS_PO17070M

2017 Print & Outdoor Merit Award

TBWA Hunt Lascaris / Johannesburg

Flight Centre

Babe vs Mom

Publishing / Newspaper - Single

OS_PO17071M

2017 Print & Outdoor Merit Award

lg2 / Quebec City

Farnham Ale & Lager

Transvestite

Publishing / Newspaper - Single

OS_PO17072M

2017 Print & Outdoor Merit Award

lg2 / Quebec City

Farnham Ale & Lager

Pregnancy Test

Publishing / Newspaper - Single

OS_PO17073M

2017 Print & Outdoor Merit Award

MullenLowe / Singapore + MullenLowe / London

Unilever (Breeze)

Wool

Publishing / Newspaper - Single

OS_PO17074M

2017 Print & Outdoor Merit Award

Scholz & Friends / Berlin

Verlag Der Tagesspiegel GmbH

Newspaper Stack - Trump

Publishing / Newspaper - Single

OS_PO17075M

2017 Social Media Merit Award

Dentsu Indonesia / Jakarta

Safe News Indonesia

Safe News

Innovation in Social Media

OS_SM17090M

2017 Social Media Merit Award

Deutsch / New York

WATERisLIFE

Venmo Micro Hack

Innovation in Social Media

OS_SM17091M

2017 Social Media Merit Award

FCB / Chicago

Valspar Corporation

Valspar's Pinterest Analyzer

Innovation in Social Media

OS_SM17092M

2017 Social Media Merit Award

J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York

Atados

Donate the Bars

Innovation in Social Media

OS_SM17093M

2017 Design Merit Award

Leo Burnett Germany / Frankfurt

Samsung

Design your time

Digital / Utility Design - Single

OS_DE17207M

2017 Design Merit Award

Sid Lee / Toronto

Netflix

Netflix Netflip

Digital / Utility Design - Single

OS_DE17208M

2017 Design Merit Award

SIX INC. / TOKYO + HAKUHODO INC. / TOKYO

SOFTBANK CORP.

PERSONAL INNOVATION ACT

Digital / Utility Design - Single

OS_DE17209M

2017 Cross-Platform Merit Award

MCCANN / BUCHAREST

RADIO XXI

GO MONO

Craft / Sound - Campaign

OS_CP17083M

2017 Print & Outdoor Merit Award

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

Mars - Skittles

Give the Rainbow

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17140M

2017 Print & Outdoor Merit Award

Akestam Holst NOA / Stockholm

Apotek Hjartat

The Coughing Billboard

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17141M

2017 Print & Outdoor Merit Award

Demner, Merlicek & Bergmann / Vienna + fm studio / Vienna + Vienna Sound Vienna Light / Vienna

BMW Austria GmbH

Animal Detecting Billboards

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17142M

2017 Print & Outdoor Merit Award

Doner LA / Los Angeles + LoganTV / Los Angeles

Netflix

Netflix Originals: "Thrillboards" Grab Attention for "Santa Clarita Diet"

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17143M

2017 Print & Outdoor Merit Award

Droga5 / New York + Google / Mountain View + Deeplocal / Pittsburgh

Google

Made By Google

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17144M

2017 Print & Outdoor Merit Award

McCann / Melbourne

University Of Melbourne

Made Possible By Melbourne

Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign

OS_PO17145M

2017 Branded Entertainment Merit Award

Valenstein & Fatt / London

Volvo

Human Made Stories

Broadcast / Short Form - Campaign

OS_BE17043M

2017 Branded Entertainment Merit Award

Wieden+Kennedy / Portland + Anonymous Content / Culver City + Final Cut / Los Angeles + The Directors Bureau / Los Angeles

Secret Deodorant (P&G)

Stress Tested For Women

Broadcast / Short Form - Campaign

OS_BE17044M

2017 Branded Entertainment Merit Award

360i / New York

HBO

#BallersIntroContest

User-Generated Content

OS_BE17118M

2017 Branded Entertainment Merit Award

Barton F Graf / New York

The Scotts Miracle-Gro Company

Tomcat: Facebook Not Live Event

User-Generated Content

OS_BE17119M

2017 Branded Entertainment Merit Award

CP+B / Miami + Nickel Media / Halifax, Canada + Caviar / Los Angeles

letgo

Commercializer

User-Generated Content

OS_BE17120M

2017 Branded Entertainment Merit Award

FRED & FARID / New York

New York Ethical Society

No more black target

User-Generated Content

OS_BE17121M

2017 Branded Entertainment Merit Award

J. Walter Thompson / New York

Tribeca Film Festival

Tribeca Film ReActor

User-Generated Content

OS_BE17122M

2017 Branded Entertainment Merit Award

Leo Burnett Germany / Frankfurt

Samsung

Design your time

User-Generated Content

OS_BE17123M

2017 Branded Entertainment Merit Award

The Monkeys / Sydney + Qantas / Sydney

Qantas

Qantas Out of Office Travelogue

User-Generated Content

OS_BE17124M

2017 Responsive Environments Merit Award

Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam

Samsung Electronics

DISCOVR The World

Use of Technology / Virtual Reality (VR)

OS_RE17017M

2017 Responsive Environments Merit Award

McKinney / New York + Cheil Worldwide / Seoul

Samsung Electronics

Samsung 4D VR Thrill Ride

Use of Technology / Virtual Reality (VR)

OS_RE17018M

2017 Mobile Merit Award

J. Walter Thompson / India

The Hindu

A Tale of Two Cities

Publications

OS_MO17058M

2017 Direct Marketing Merit Award

Rosapark / Paris

Fruits and Wine

Picnic Blanket

Ambient / Billboards & Transit - Single

OS_DI17062M

2017 Direct Marketing Merit Award

W3haus / São Paulo

NGO CRIOLA

Mirrors of Racism

Ambient / Billboards & Transit - Single

OS_DI17063M

2017 Direct Marketing Merit Award

WMcCann / Rio de Janeiro

Água Mineral Crystal / Coca-Cola Brasil

The Rainwater Drinking Fountain

Ambient / Billboards & Transit - Single

OS_DI17064M

2017 Print & Outdoor Merit Award

AlmapBBDO / São Paulo

Getty Images

Charles

Promotional / Collateral / Posters - Single

OS_PO17101M

2017 Print & Outdoor Merit Award

AlmapBBDO / São Paulo

Getty Images

Francis

Promotional / Collateral / Posters - Single

OS_PO17102M

2017 Print & Outdoor Merit Award

FCB / Chicago

Copic

Strong Man

Promotional / Collateral / Posters - Single

OS_PO17103M

2017 Print & Outdoor Merit Award

FCB / Chicago

Copic

Cyclops

Promotional / Collateral / Posters - Single

OS_PO17104M

2017 Print & Outdoor Merit Award

MullenLowe / Singapore + MullenLowe / London

Unilever (Breeze)

Wool

Promotional / Collateral / Posters - Single

OS_PO17105M

2017 Print & Outdoor Merit Award

Scholz & Friends / Berlin

Verlag Der Tagesspiegel GmbH

Newspaper Stack - Refugees

Promotional / Collateral / Posters - Single

OS_PO17106M

2017 Print & Outdoor Merit Award

Scholz & Friends / Berlin

Verlag Der Tagesspiegel GmbH

Newspaper Stack - Trump

Promotional / Collateral / Posters - Single

OS_PO17107M

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