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.

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
Unfairy Tales Agency: 180LA / Santa Monica + MediaMonks / Amsterdam Client: Unicef Category: Real-Time Response / Activity / Crisis Communications
#DiningForBrussels Agency: FamousGrey / Groot-Bijgaarden + Famous Relations / Groot-Bijgaarden + Mediafin / Brussel Client: DE TIJD / L'ECHO Category: Real-Time Response / Activity / Crisis Communications
Blood Agency: 750mph / London + AMVBBDO / London Client: SCA Bodyform Category: Craft - Sound Design / Sound Design - Single
The Piccards Agency: Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London Client: Moët Hennessy USA Category: Craft - Sound Design / Sound Design - Single
JAPAN - Where tradition meets the future Agency: ENJIN Inc. / Tokyo + kirameki Inc. / Tokyo + THINKA Inc. / Tokyo + Bascule Inc. / Tokyo Client: Japan National Tourism Organization Category: Craft - Sound Design / Sound Design - Single
JOYRIDE Tundra Agency: J. Walter Thompson / Atlanta Client: Pennzoil Category: Craft - Sound Design / Sound Design - Single
Voices of Life Agency: Leo Burnett / Chicago Client: Samsung Category: Craft - Sound Design / Sound Design - Single
The Chant Agency: Leo Burnett / Chicago Client: Samsung Category: Craft - Sound Design / Sound Design - Single
Here's to Us Agency: Net#work BBDO / Johannesburg Client: Diageo Category: Craft - Sound Design / Sound Design - Single
The Heart Agency: Saatchi & Saatchi / London + MJZ / London Client: VISA Europe Category: Craft - Sound Design / Sound Design - Single
Whopper Exchange Agency: AKQA / São Paulo Client: Burger King Category: Ambient / P.O.P. & In-Store - Single
Foot Locker Audio Tours Agency: BBDO / New York + EG Plus / New York Client: Foot Locker Category: Ambient / P.O.P. & In-Store - Single
The Hidden Car Crash Wine Label Agency: Leo Burnett / Moscow Client: Uber Category: Ambient / P.O.P. & In-Store - Single
Sugar Detox Agency: Marcel / Paris Client: Intermarché Category: Ambient / P.O.P. & In-Store - Single
The Daily Catch Agency: Serviceplan / Munich Client: METRO Category: Ambient / P.O.P. & In-Store - Single
Expedia Train Agency: 180LA / Santa Monica Client: Expedia Category: Craft - Writing / Writing - Single
Be Pop Cultured - Blac Chyna Agency: Bartle Bogle Hegarty / Los Angeles + Smuggler / Los Angeles Client: E! Entertainment Category: Craft - Writing / Writing - Single
Evan Agency: BBDO / New York + Smuggler / Los Angeles Client: Sandy Hook Promise Category: Craft - Writing / Writing - Single
The Beauty of the World Agency: DDB / Paris Client: Doctors of the World Category: Craft - Writing / Writing - Single
Looking Back Agency: FCB Chicago / Chicago, IL Client: Clark Street Bridge Category: Craft - Writing / Writing - Single
Love Labyrinth Agency: Park Pictures / New York + Park Pictures / Los Angeles Client: One Love Foundation Category: Craft - Writing / Writing - Single
We Are America Agency: R/GA / New York Client: The Ad Council Category: Craft - Writing / Writing - Single
How Do You See Me? Agency: Saatchi & Saatchi / New York + Pulse Films / Los Angeles Client: CoorDown Category: Craft - Writing / Writing - Single
Praise Agency: The Richards Group / Dallas + Bunker / New York + 3008 / Dallas + Treehouse Edit / Dallas Client: Ram Category: Craft - Writing / Writing - Single
Captain Khan Agency: Venables Bell and Partners / San Francisco + Park Pictures / Los Angeles + Lumberyard at VB&P / San Francisco + Asche & Spencer / San Francisco Client: Hillary Rodham Clinton Category: Craft - Writing / Writing - Single
The Snow Fox Agency: AKQA / New York Client: AKQA Category: Use of Technology
Dr. Oetker Baking App Agency: BBDO GmbH / Duesseldorf Client: Dr. August Oetker Nahrungsmittel KG Category: Use of Technology
Rink Bingo Agency: FCB / Zürich Client: Hockey Club Davos Category: Use of Technology
Donate the Bars Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York Client: Atados Category: Use of Technology
Design your time Agency: Leo Burnett Germany / Frankfurt Client: Samsung Category: Use of Technology
Public Health England - Change 4 Life - Sugar Smart Agency: M&C Saatchi / London Client: Public Health England - Change 4 Life Category: Use of Technology
Change Perspective Agency: Narrative_ / New York + House of Narrative_ / New York Client: VISA Rushcard Category: Use of Technology
Mr. Bear Driver Agency: Publicis Romania / Bucharest + Nurun Romania / Bucharest Client: The Automobile Club of Romania & The FIA (Fédération Internationale de l'Automobile) Category: Use of Technology
Live Swatches Agency: Sid Lee / Montreal Client: Réno-Dépôt Category: Use of Technology
Tackle Homelessness Agency: Boys and Girls / Dublin + Mediavest / Dublin Client: Three Ireland Category: Ambient / Non-Broadcast Video
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
Alive Spots Agency: BBH India / Mumbai + Black Sheep Live / Mumbai Client: Abbott India Category: Innovation in Radio

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 Public Relations Merit Award

180LA / Santa Monica + MediaMonks / Amsterdam

Unicef

Unfairy Tales

Real-Time Response / Activity / Crisis Communications

OS_PR17069M

2017 Public Relations Merit Award

FamousGrey / Groot-Bijgaarden + Famous Relations / Groot-Bijgaarden + Mediafin / Brussel

DE TIJD / L'ECHO

#DiningForBrussels

Real-Time Response / Activity / Crisis Communications

OS_PR17070M

2017 Moving Image Craft Merit Award

750mph / London + AMVBBDO / London

SCA Bodyform

Blood

Craft - Sound Design / Sound Design - Single

OS_MI17098M

2017 Moving Image Craft Merit Award

Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London

Moët Hennessy USA

The Piccards

Craft - Sound Design / Sound Design - Single

OS_MI17099M

2017 Moving Image Craft Merit Award

ENJIN Inc. / Tokyo + kirameki Inc. / Tokyo + THINKA Inc. / Tokyo + Bascule Inc. / Tokyo

Japan National Tourism Organization

JAPAN - Where tradition meets the future

Craft - Sound Design / Sound Design - Single

OS_MI17100M

2017 Moving Image Craft Merit Award

J. Walter Thompson / Atlanta

Pennzoil

JOYRIDE Tundra

Craft - Sound Design / Sound Design - Single

OS_MI17101M

2017 Moving Image Craft Merit Award

Leo Burnett / Chicago

Samsung

Voices of Life

Craft - Sound Design / Sound Design - Single

OS_MI17102M

2017 Moving Image Craft Merit Award

Leo Burnett / Chicago

Samsung

The Chant

Craft - Sound Design / Sound Design - Single

OS_MI17103M

2017 Moving Image Craft Merit Award

Net#work BBDO / Johannesburg

Diageo

Here's to Us

Craft - Sound Design / Sound Design - Single

OS_MI17104M

2017 Moving Image Craft Merit Award

Saatchi & Saatchi / London + MJZ / London

VISA Europe

The Heart

Craft - Sound Design / Sound Design - Single

OS_MI17105M

2017 Direct Marketing Merit Award

AKQA / São Paulo

Burger King

Whopper Exchange

Ambient / P.O.P. & In-Store - Single

OS_DI17055M

2017 Direct Marketing Merit Award

BBDO / New York + EG Plus / New York

Foot Locker

Foot Locker Audio Tours

Ambient / P.O.P. & In-Store - Single

OS_DI17056M

2017 Direct Marketing Merit Award

Leo Burnett / Moscow

Uber

The Hidden Car Crash Wine Label

Ambient / P.O.P. & In-Store - Single

OS_DI17057M

2017 Direct Marketing Merit Award

Marcel / Paris

Intermarché

Sugar Detox

Ambient / P.O.P. & In-Store - Single

OS_DI17058M

2017 Direct Marketing Merit Award

Serviceplan / Munich

METRO

The Daily Catch

Ambient / P.O.P. & In-Store - Single

OS_DI17059M

2017 Moving Image Craft Merit Award

180LA / Santa Monica

Expedia

Expedia Train

Craft - Writing / Writing - Single

OS_MI17056M

2017 Moving Image Craft Merit Award

Bartle Bogle Hegarty / Los Angeles + Smuggler / Los Angeles

E! Entertainment

Be Pop Cultured - Blac Chyna

Craft - Writing / Writing - Single

OS_MI17057M

2017 Moving Image Craft Merit Award

BBDO / New York + Smuggler / Los Angeles

Sandy Hook Promise

Evan

Craft - Writing / Writing - Single

OS_MI17058M

2017 Moving Image Craft Merit Award

DDB / Paris

Doctors of the World

The Beauty of the World

Craft - Writing / Writing - Single

OS_MI17059M

2017 Moving Image Craft Merit Award

FCB Chicago / Chicago, IL

Clark Street Bridge

Looking Back

Craft - Writing / Writing - Single

OS_MI17060M

2017 Moving Image Craft Merit Award

Park Pictures / New York + Park Pictures / Los Angeles

One Love Foundation

Love Labyrinth

Craft - Writing / Writing - Single

OS_MI17061M

2017 Moving Image Craft Merit Award

R/GA / New York

The Ad Council

We Are America

Craft - Writing / Writing - Single

OS_MI17062M

2017 Moving Image Craft Merit Award

Saatchi & Saatchi / New York + Pulse Films / Los Angeles

CoorDown

How Do You See Me?

Craft - Writing / Writing - Single

OS_MI17063M

2017 Moving Image Craft Merit Award

The Richards Group / Dallas + Bunker / New York + 3008 / Dallas + Treehouse Edit / Dallas

Ram

Praise

Craft - Writing / Writing - Single

OS_MI17064M

2017 Moving Image Craft Merit Award

Venables Bell and Partners / San Francisco + Park Pictures / Los Angeles + Lumberyard at VB&P / San Francisco + Asche & Spencer / San Francisco

Hillary Rodham Clinton

Captain Khan

Craft - Writing / Writing - Single

OS_MI17065M

2017 Mobile Merit Award

AKQA / New York

AKQA

The Snow Fox

Use of Technology

OS_MO17061M

2017 Mobile Merit Award

BBDO GmbH / Duesseldorf

Dr. August Oetker Nahrungsmittel KG

Dr. Oetker Baking App

Use of Technology

OS_MO17062M

2017 Mobile Merit Award

FCB / Zürich

Hockey Club Davos

Rink Bingo

Use of Technology

OS_MO17063M

2017 Mobile Merit Award

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

Atados

Donate the Bars

Use of Technology

OS_MO17064M

2017 Mobile Merit Award

Leo Burnett Germany / Frankfurt

Samsung

Design your time

Use of Technology

OS_MO17065M

2017 Mobile Merit Award

M&C Saatchi / London

Public Health England - Change 4 Life

Public Health England - Change 4 Life - Sugar Smart

Use of Technology

OS_MO17066M

2017 Mobile Merit Award

Narrative_ / New York + House of Narrative_ / New York

VISA Rushcard

Change Perspective

Use of Technology

OS_MO17067M

2017 Mobile Merit Award

Publicis Romania / Bucharest + Nurun Romania / Bucharest

The Automobile Club of Romania & The FIA (Fédération Internationale de l'Automobile)

Mr. Bear Driver

Use of Technology

OS_MO17068M

2017 Mobile Merit Award

Sid Lee / Montreal

Réno-Dépôt

Live Swatches

Use of Technology

OS_MO17069M

2017 Direct Marketing Merit Award

Boys and Girls / Dublin + Mediavest / Dublin

Three Ireland

Tackle Homelessness

Ambient / Non-Broadcast Video

OS_DI17080M

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 Radio Merit Award

BBH India / Mumbai + Black Sheep Live / Mumbai

Abbott India

Alive Spots

Innovation in Radio

OS_RA17050M

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