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 Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Experiential / Guerilla
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
Kunstmuseum Basel Light Frieze Agency: iart ag / Basel + Christ & Gantenbein / Basel Client: Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt Category: Architecture Enhancement
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
Check it before it's removed: naked breasts on Facebook against breast cancer. Agency: DDB Group Germany / Berlin Client: Pink Ribbon Deutschland Category: Branded Social Post / Branded Social Campaign
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
We're The Superhumans Agency: Leland Music / London + 4creative / London + Blink / London + Factory / London Client: Channel 4 / Rio Paralympics Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
Every Second Counts Agency: FINCH / Sydney Client: St. Kilda Film Festival Category: Craft - Writing / Writing - Single
Daughter Agency: Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles Client: Audi of America Category: Craft - Writing / Writing - Single
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
Dads #ShareTheLoad Agency: BBDO India / Mumbai Client: P&G India Category: Craft - Writing / Writing - Single
LandCruiser Emergency Network Agency: Saatchi & Saatchi / Sydney Client: Toyota Motor Corporation Australia Category: Innovation in Mobile
Land Lines Agency: Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg Client: Google Data Arts Team Category: Innovation in Mobile
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich Client: Dot Incorporation Category: Innovation in Mobile
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Innovation in Mobile
Klarafy Agency: FamousGrey / Groot-Bijgaarden + Klara / Brussel Client: Klara Category: Innovation in Radio
Girls of Paradise Agency: McCANN Paris / Clichy + MRM//McCANN / Clichy Client: Mouvement du Nid Category: Innovation in Radio
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
Broadcast without Borders Agency: Akestam Holst NOA / Stockholm Client: Refugee Phones Category: Innovation in Radio
Honda. Great Journey.-Travel sticker scrapbook Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo Client: HONDA MOTOR CO., LTD. Category: Branding / Collateral Item - Single
Get Back, Tohoku. Agency: DENTSU INC. / Tokyo Client: EAST JAPAN RAILWAY COMPANY Category: Craft / Photography - Single or Series
Aging=Passage of Time Agency: SHISEIDO CO., LTD. / Tokyo Client: SHISEIDO CO., LTD. Category: Craft / Photography - Single or Series
It's What's Happening: #InMemoriam Agency: Global Brand & Creative Studio / San Francisco Client: Twitter Category: Craft / Photography - Single or Series
Be Seen Agency: Y&R / Dubai Client: The Cartel Category: Craft / Photography - Single or Series
The Most Precious Gift Agency: Heimat Werbeagentur GmbH / Berlin Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
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
The Thin Red Path Agency: DDB / Paris Client: Ubisoft Category: Craft - Animation / Animation - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Cross-Platform / Experiential
Nando's Peri Thread Book Agency: mullen lowe / Johannesburg Client: Nando's Category: Promotional / Booklets, Brochures, & Product Catalogues
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Digital Installations
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Ambient / Immersive / Digital Installations
Tribeca Film ReActor Agency: J. Walter Thompson / New York Client: Tribeca Film Festival Category: Ambient / Immersive / Digital Installations
INTELLIGENT PARKING CHAIR Agency: TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO Client: NISSAN MOTOR CO.,LTD. Category: Ambient / Immersive / Digital Installations
Brutal Cut Agency: Weber Shandwick / London Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
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
Mountain Dew Green Label MCN Agency: Epic Signal / New York + Mountain Dew / New York + OMD / New York Client: Mountain Dew Category: Influencer Marketing / Multi-Channel
The end of society simulator Agency: BETC / Paris + BETC Digital / Paris Client: Ubisoft Category: Craft / Dynamic Data Visualization
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
Loving the night Agency: TBWA\THAILAND / Bangkok Client: McDonald's Category: Craft / Photography - Single or Campaign
Switch it off. Agency: Ogilvy / Germany Client: Amnesty International Category: Craft / Photography - Single or Campaign

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Direct Marketing Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Digital / Websites, Mobile, & Banners

OS_DI17019G

2017 Responsive Environments Gold Pencil

iart ag / Basel + Christ & Gantenbein / Basel

Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt

Kunstmuseum Basel Light Frieze

Architecture Enhancement

OS_RE17001G

2017 Mobile Gold Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Mobile Advertising

OS_MO17007G

2017 Social Media Gold Pencil

DDB Group Germany / Berlin

Pink Ribbon Deutschland

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

Branded Social Post / Branded Social Campaign

OS_SM17005G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Moving Image Craft Gold Pencil

Leland Music / London + 4creative / London + Blink / London + Factory / London

Channel 4 / Rio Paralympics

We're The Superhumans

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

OS_MI17035G

2017 Film Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

2017 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single

OS_PO17034G

2017 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 Radio Gold Pencil

FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg

Netflorist

A War of Words - Anniversary Forgotten

Craft / Sound Design - Single

OS_RA17016G

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Virtual Reality (VR)

OS_IN17011G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

2017 Moving Image Craft Gold Pencil

FINCH / Sydney

St. Kilda Film Festival

Every Second Counts

Craft - Writing / Writing - Single

OS_MI17006G

2017 Moving Image Craft Gold Pencil

Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles

Audi of America

Daughter

Craft - Writing / Writing - Single

OS_MI17007G

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 Moving Image Craft Bronze Pencil

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad

Craft - Writing / Writing - Single

OS_MI17009B

2017 Mobile Gold Pencil

Saatchi & Saatchi / Sydney

Toyota Motor Corporation Australia

LandCruiser Emergency Network

Innovation in Mobile

OS_MO17028G

2017 Mobile Gold Pencil

Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg

Google Data Arts Team

Land Lines

Innovation in Mobile

OS_MO17029G

2017 Mobile Silver Pencil

Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich

Dot Incorporation

DOT. The first Braille Smartwatch.

Innovation in Mobile

OS_MO17030S

2017 Mobile Bronze Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

Innovation in Mobile

OS_MO17031B

2017 Radio Gold Pencil

FamousGrey / Groot-Bijgaarden + Klara / Brussel

Klara

Klarafy

Innovation in Radio

OS_RA17020G

2017 Radio Gold Pencil

McCANN Paris / Clichy + MRM//McCANN / Clichy

Mouvement du Nid

Girls of Paradise

Innovation in Radio

OS_RA17021G

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 Bronze Pencil

Akestam Holst NOA / Stockholm

Refugee Phones

Broadcast without Borders

Innovation in Radio

OS_RA17024B

2017 Design Bronze Pencil

DENTSU INC. / Tokyo + Mori Inc. / Tokyo

HONDA MOTOR CO., LTD.

Honda. Great Journey.-Travel sticker scrapbook

Branding / Collateral Item - Single

OS_DE17004B

2017 Design Silver Pencil

DENTSU INC. / Tokyo

EAST JAPAN RAILWAY COMPANY

Get Back, Tohoku.

Craft / Photography - Single or Series

OS_DE17071S

2017 Design Silver Pencil

SHISEIDO CO., LTD. / Tokyo

SHISEIDO CO., LTD.

Aging=Passage of Time

Craft / Photography - Single or Series

OS_DE17072S

2017 Design Bronze Pencil

Global Brand & Creative Studio / San Francisco

Twitter

It's What's Happening: #InMemoriam

Craft / Photography - Single or Series

OS_DE17073B

2017 Design Bronze Pencil

Y&R / Dubai

The Cartel

Be Seen

Craft / Photography - Single or Series

OS_DE17074B

2017 Moving Image Craft Gold Pencil

Heimat Werbeagentur GmbH / Berlin

Otto (GmbH & Co KG)

The Most Precious Gift

Craft - Animation / Animation - Single

OS_MI17019G

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 Moving Image Craft Bronze Pencil

DDB / Paris

Ubisoft

The Thin Red Path

Craft - Animation / Animation - Single

OS_MI17021B

2017 Cross-Platform Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Cross-Platform / Experiential

OS_CP17028G

2017 Design Bronze Pencil

mullen lowe / Johannesburg

Nando's

Nando's Peri Thread Book

Promotional / Booklets, Brochures, & Product Catalogues

OS_DE17037B

2017 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Digital Installations

OS_IN17014G

2017 Interactive Silver Pencil

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

Nike

Nike Unlimited Stadium

Ambient / Immersive / Digital Installations

OS_IN17015S

2017 Interactive Bronze Pencil

J. Walter Thompson / New York

Tribeca Film Festival

Tribeca Film ReActor

Ambient / Immersive / Digital Installations

OS_IN17016B

2017 Interactive Bronze Pencil

TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO

NISSAN MOTOR CO.,LTD.

INTELLIGENT PARKING CHAIR

Ambient / Immersive / Digital Installations

OS_IN17017B

2017 Social Influencer Marketing Gold Pencil

Weber Shandwick / London

Action Aid UK

Brutal Cut

Influencer Marketing / Multi-Channel

OS_SI17004G

2017 Social Influencer Marketing Silver Pencil

McCann Worldgroup / Hong Kong + MRM//McCann / Shanghai

Cathay Pacific Airways

Marriage in the Air – Cathay Pacific and Cathay Dragon

Influencer Marketing / Multi-Channel

OS_SI17005S

2017 Social Influencer Marketing Bronze Pencil

Epic Signal / New York + Mountain Dew / New York + OMD / New York

Mountain Dew

Mountain Dew Green Label MCN

Influencer Marketing / Multi-Channel

OS_SI17006B

2017 Interactive Gold Pencil

BETC / Paris + BETC Digital / Paris

Ubisoft

The end of society simulator

Craft / Dynamic Data Visualization

OS_IN17026G

2017 Interactive Silver Pencil

DigitasLBi / New York + Accenture / New York

Accenture

Symphonologie

Craft / Dynamic Data Visualization

OS_IN17027S

2017 Interactive Silver Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Craft / Dynamic Data Visualization

OS_IN17028S

2017 Print & Outdoor Silver Pencil

TBWA\THAILAND / Bangkok

McDonald's

Loving the night

Craft / Photography - Single or Campaign

OS_PO17051S

2017 Print & Outdoor Bronze Pencil

Ogilvy / Germany

Amnesty International

Switch it off.

Craft / Photography - Single or Campaign

OS_PO17052B

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