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: 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
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
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
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
We're The Superhumans Agency: 4Creative / London + Blink / London Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Roam Delivery Agency: Ogilvy PR / London + OgilvyOne / London Client: Volvo Cars Category: Digital Product
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: Digital / Websites, Mobile, & Banners
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
Anamorphose Agency: DigitasLBi France / Paris Client: Ruinart Category: Innovation in Design / Motion Graphics
Countdown. Agency: Grabarz & Partner / Hamburg Client: Volkswagen AG Category: Broadcast / Any Length - Campaign
The Everyman Meal Agency: Ogilvy & Mather / Johannesburg Client: KFC Category: Broadcast / Any Length - Campaign
You Should Have Called Agency: Ogilvy & Mather / Johannesburg Client: Vodacom Category: Broadcast / Any Length - Campaign
Not Easy Agency: Ogilvy / New York Client: IBM Category: Custom Content
Sweet Dreams Agency: Impact BBDO / Dubai Client: Johnson & Johnson Category: Craft / Use of Music - Single
The Study of Human Being Agency: DENTSU INC. / Tokyo Client: Dentsu Advertising Awards Selection Council Category: Craft / Art Direction - Single or Series
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Craft / Art Direction - Single or Series
THE EYE BALL Agency: Design Army / Washington D.C. Client: Georgetown Optician Category: Craft / Art Direction - Single or Series
100 GRAPHICS by HOMME PLISSE ISSEY MIYAKE Agency: Q / Tokyo + grandpa / Tokyo + BOAT / Tokyo Client: ISSEY MIYAKE INC. Category: Craft / Art Direction - Single or Series
Lo & Behold: Reveries of the Connected World Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles Client: NETSCOUT Category: Film / Cinema / Non-Fiction / Documentary
Crushed Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Online Films & Video / Short Form - Campaign
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Online Films & Video / Short Form - Campaign
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris Client: UNICEF Category: Online Films & Video / Short Form - Campaign
Made By Google Agency: Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York Client: Google Category: Mobile Advertising
In-a-Snap Agency: BBDO / New York Client: Lowe's Category: Mobile Advertising
Rubbish Famzine. In The Name Of The Father Agency: Kinetic / Singapore + Holycrap.sg / Singapore Client: HOLYCRAP.SG Category: Editorial / Magazine Layout Design
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Art Direction - Single or Campaign
The World Needs more billionaires Agency: Y&R / Prague + Studio Carioca / Bucharest Client: Forbes Category: Craft / Art Direction - Single or Campaign
Switch it off. Agency: Ogilvy / Germany Client: Amnesty International Category: Craft / Art Direction - Single or Campaign
Dads #ShareTheLoad Agency: BBDO India / Mumbai Client: P&G India Category: Craft / Writing
#Paintback Agency: Heimat Werbeagentur GmbH / Berlin Client: Legacy Category: Immersive / Environmental / Outdoor Spaces
#BeTheirEyes Agency: Cheil / Hong Kong Client: Samsung Category: Immersive / Environmental / Outdoor Spaces
Playnasium Agency: McCann / Melbourne Client: YMCA Category: Immersive / Environmental / Outdoor Spaces
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
The Man Who Lived At Fretex Agency: Kitchen Leo Burnett / Oslo Client: Fretex, Salvation Army Category: Online / Short Form - Campaign
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris Client: UNICEF Category: Online / Short Form - Campaign
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Online / Short Form - Campaign
Change Please Agency: FCB Inferno / London Client: Change Please and the Big Issue Category: Physical Product
The Nation's Bike Agency: Leo Burnett India / Mumbai Client: Bajaj Auto Category: Physical Product
Lifesaver Backpack Agency: J. Walter Thompson Colombia / Bogota Client: Casa Luker Category: Physical Product
PlayPallets: Basketball Agency: PlayPallets International / Brooklyn Client: PlayPallets International Category: Physical Product
hmbldt Agency: Anomaly / New York Client: hmbldt Category: Physical Product
INTELLIGENT PARKING CHAIR Agency: TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO Client: NISSAN MOTOR CO.,LTD. Category: Physical Product
ANTIdiaRy Agency: R/GA / New York Client: Samsung Category: Gaming

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

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 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 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 Interactive Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Virtual Reality (VR)

OS_IN17011G

2017 Film Gold Pencil

4Creative / London + Blink / London

Channel 4 / Rio Paralympics

We're The Superhumans

Television / Long Form - Single

OS_FI17010G

2017 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

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

OS_PO17034G

2017 Intellectual Property Gold Pencil

Ogilvy PR / London + OgilvyOne / London

Volvo Cars

Roam Delivery

Digital Product

OS_IP17007G

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 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 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

2017 Design Bronze Pencil

DigitasLBi France / Paris

Ruinart

Anamorphose

Innovation in Design / Motion Graphics

OS_DE17091B

2017 Radio Silver Pencil

Grabarz & Partner / Hamburg

Volkswagen AG

Countdown.

Broadcast / Any Length - Campaign

OS_RA17003S

2017 Radio Bronze Pencil

Ogilvy & Mather / Johannesburg

KFC

The Everyman Meal

Broadcast / Any Length - Campaign

OS_RA17004B

2017 Radio Bronze Pencil

Ogilvy & Mather / Johannesburg

Vodacom

You Should Have Called

Broadcast / Any Length - Campaign

OS_RA17005B

2017 Radio Bronze Pencil

Ogilvy / New York

IBM

Not Easy

Custom Content

OS_RA17009B

2017 Radio Bronze Pencil

Impact BBDO / Dubai

Johnson & Johnson

Sweet Dreams

Craft / Use of Music - Single

OS_RA17019B

2017 Design Gold Pencil

DENTSU INC. / Tokyo

Dentsu Advertising Awards Selection Council

The Study of Human Being

Craft / Art Direction - Single or Series

OS_DE17065G

2017 Design Silver Pencil

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Craft / Art Direction - Single or Series

OS_DE17066S

2017 Design Bronze Pencil

Design Army / Washington D.C.

Georgetown Optician

THE EYE BALL

Craft / Art Direction - Single or Series

OS_DE17067B

2017 Design Bronze Pencil

Q / Tokyo + grandpa / Tokyo + BOAT / Tokyo

ISSEY MIYAKE INC.

100 GRAPHICS by HOMME PLISSE ISSEY MIYAKE

Craft / Art Direction - Single or Series

OS_DE17068B

2017 Branded Entertainment Gold Pencil

Pereira & O'Dell / New York + Saville Productions / Los Angeles

NETSCOUT

Lo & Behold: Reveries of the Connected World

Film / Cinema / Non-Fiction / Documentary

OS_BE17005G

2017 Film Gold Pencil

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Crushed

Online Films & Video / Short Form - Campaign

OS_FI17035G

2017 Film Silver Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Online Films & Video / Short Form - Campaign

OS_FI17036S

2017 Film Bronze Pencil

180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris

UNICEF

Unfairy Tales

Online Films & Video / Short Form - Campaign

OS_FI17037B

2017 Mobile Gold Pencil

Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York

Google

Made By Google

Mobile Advertising

OS_MO17006G

2017 Mobile Silver Pencil

BBDO / New York

Lowe's

In-a-Snap

Mobile Advertising

OS_MO17008S

2017 Design Silver Pencil

Kinetic / Singapore + Holycrap.sg / Singapore

HOLYCRAP.SG

Rubbish Famzine. In The Name Of The Father

Editorial / Magazine Layout Design

OS_DE17018S

2017 Print & Outdoor Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Craft / Art Direction - Single or Campaign

OS_PO17045G

2017 Print & Outdoor Silver Pencil

Y&R / Prague + Studio Carioca / Bucharest

Forbes

The World Needs more billionaires

Craft / Art Direction - Single or Campaign

OS_PO17046S

2017 Print & Outdoor Bronze Pencil

Ogilvy / Germany

Amnesty International

Switch it off.

Craft / Art Direction - Single or Campaign

OS_PO17048B

2017 Social Media Bronze Pencil

BBDO India / Mumbai

P&G India

Dads #ShareTheLoad

Craft / Writing

OS_SM17028B

2017 Design Silver Pencil

Heimat Werbeagentur GmbH / Berlin

Legacy

#Paintback

Immersive / Environmental / Outdoor Spaces

OS_DE17055S

2017 Design Bronze Pencil

Cheil / Hong Kong

Samsung

#BeTheirEyes

Immersive / Environmental / Outdoor Spaces

OS_DE17056B

2017 Design Bronze Pencil

McCann / Melbourne

YMCA

Playnasium

Immersive / Environmental / Outdoor Spaces

OS_DE17057B

2017 Branded Entertainment Gold Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Online / Short Form - Campaign

OS_BE17009G

2017 Branded Entertainment Silver Pencil

Kitchen Leo Burnett / Oslo

Fretex, Salvation Army

The Man Who Lived At Fretex

Online / Short Form - Campaign

OS_BE17010S

2017 Branded Entertainment Bronze Pencil

180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris

UNICEF

Unfairy Tales

Online / Short Form - Campaign

OS_BE17011B

2017 Branded Entertainment Bronze Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Online / Short Form - Campaign

OS_BE17012B

2017 Intellectual Property Gold Pencil

FCB Inferno / London

Change Please and the Big Issue

Change Please

Physical Product

OS_IP17001G

2017 Intellectual Property Gold Pencil

Leo Burnett India / Mumbai

Bajaj Auto

The Nation's Bike

Physical Product

OS_IP17002G

2017 Intellectual Property Silver Pencil

J. Walter Thompson Colombia / Bogota

Casa Luker

Lifesaver Backpack

Physical Product

OS_IP17003S

2017 Intellectual Property Silver Pencil

PlayPallets International / Brooklyn

PlayPallets International

PlayPallets: Basketball

Physical Product

OS_IP17004S

2017 Intellectual Property Bronze Pencil

Anomaly / New York

hmbldt

hmbldt

Physical Product

OS_IP17005B

2017 Intellectual Property Bronze Pencil

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

NISSAN MOTOR CO.,LTD.

INTELLIGENT PARKING CHAIR

Physical Product

OS_IP17006B

2017 Mobile Gold Pencil

R/GA / New York

Samsung

ANTIdiaRy

Gaming

OS_MO17009G

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