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
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
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - 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
A War of Words - Anniversary Forgotten Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg Client: Netflorist Category: Craft / Sound Design - Single
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
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 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
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
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
Give the Rainbow Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London Client: Mars - Skittles Category: Craft / Art Direction - Campaign
Endless Possibilities Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Art Direction - Campaign
Making Sense of Dyslexia Agency: Impact BBDO / Dubai Client: Sydlexia Category: Promotional / Posters - Series
Steppenwolf Series I Agency: Ogilvy & Mather / Chicago Client: Steppenwolf Theatre Category: Promotional / Posters - Series
BIHAKU WATANABE CO., LTD. Agency: AD&D / Tokyo Client: BIHAKU WATANABE CO., LTD. Category: Promotional / Posters - Series
The Study of Human Being Agency: DENTSU INC. / Tokyo Client: Dentsu Advertising Awards Selection Council Category: Promotional / Posters - Series
Life is electric Agency: DENTSU INC. / Tokyo Client: Panasonic Corporation Category: Promotional / Posters - Series
face Agency: Hakuhodo Inc. / Tokyo Client: Comexposium Japan K.K. Category: Promotional / Posters - Series
NEW ANGLE, NEW WORLD. Agency: DENTSU INC. / Tokyo + ADBRAIN Inc. / Tokyo + amana inc. / Tokyo Client: NIHON UNIVERSITY COLLEGE OF ART Category: Promotional / Posters - Series
Honda. Great Journey. Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo Client: HONDA MOTOR CO., LTD. Category: Promotional / Posters - Series
Poverty Line Prices Agency: Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco Client: Tipping Point Community Category: Promotional / Posters - Series
The Breathalyzer Bag Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles Client: Tostitos Category: Cross-Channel / Digital / Physical Cross-Channel
Project Bloks Agency: Google Creative Lab / London + Ideo / Palo Alto, California + OLogic Inc. / Sunnyvale, California + RRD Labs / London Client: Google Category: Cross-Channel / Digital / Physical Cross-Channel
Virgin America's New App Agency: Work & Co / Brooklyn Client: Virgin America Category: Applications
Adios Amigo Agency: Havas / New York + Sound Lounge / New York Client: Heineken / Dos Equis Category: Broadcast / Any Length - Single
Sweet Dreams Agency: Impact BBDO / Dubai Client: Johnson & Johnson Category: Broadcast / Any Length - Single
World's Largest Blind Taste Test Agency: CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago Client: Kraft Heinz Category: Brand Transformation
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Brand Transformation
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Brand Transformation
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards or Transit - Single or Campaign
OFFF By Night 2016 Agency: Mill+ / New York + The Mill / New York + Fall on Your Sword / Brooklyn Client: Mill+ Category: Motion Graphics / Title Sequences
Time Is Precious Agency: Wieden+Kennedy / Portland + Joint Editorial / Portland Client: Nike Category: Integrated Branding
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
Where Life Happens Agency: Akestam Holst NOA / Stockholm + Bacon / Copenhagen Client: IKEA Category: Integrated Branding
#DadDo Agency: Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York Client: Pantene Category: Integrated Branding
Sea Hero Quest Agency: Saatchi & Saatchi / London + BUF / Paris Client: Deutsche Telekom Category: Innovation in Interactive / Gaming
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Innovation in Interactive / Gaming
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Gaming
The end of society simulator Agency: BETC / Paris + BETC Digital / Paris Client: Ubisoft Category: Gaming
Youland Agency: Wieden+Kennedy / Portland + MediaMonks / Amsterdam Client: Old Spice Category: Gaming
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Branded Social Post / Real-Time Response
Swishy Chug: The Fake Brand That Led to Real Results Agency: Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco Client: Jamba Juice Category: Branded Social Post / Real-Time Response

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 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 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

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 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 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 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 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

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 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Cross-Platform Gold Pencil

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

Mars - Skittles

Give the Rainbow

Craft / Art Direction - Campaign

OS_CP17023G

2017 Cross-Platform Silver Pencil

AlmapBBDO / São Paulo

Getty Images

Endless Possibilities

Craft / Art Direction - Campaign

OS_CP17024S

2017 Design Gold Pencil

Impact BBDO / Dubai

Sydlexia

Making Sense of Dyslexia

Promotional / Posters - Series

OS_DE17028G

2017 Design Gold Pencil

Ogilvy & Mather / Chicago

Steppenwolf Theatre

Steppenwolf Series I

Promotional / Posters - Series

OS_DE17029G

2017 Design Silver Pencil

AD&D / Tokyo

BIHAKU WATANABE CO., LTD.

BIHAKU WATANABE CO., LTD.

Promotional / Posters - Series

OS_DE17030S

2017 Design Silver Pencil

DENTSU INC. / Tokyo

Dentsu Advertising Awards Selection Council

The Study of Human Being

Promotional / Posters - Series

OS_DE17031S

2017 Design Silver Pencil

DENTSU INC. / Tokyo

Panasonic Corporation

Life is electric

Promotional / Posters - Series

OS_DE17032S

2017 Design Silver Pencil

Hakuhodo Inc. / Tokyo

Comexposium Japan K.K.

face

Promotional / Posters - Series

OS_DE17033S

2017 Design Bronze Pencil

DENTSU INC. / Tokyo + ADBRAIN Inc. / Tokyo + amana inc. / Tokyo

NIHON UNIVERSITY COLLEGE OF ART

NEW ANGLE, NEW WORLD.

Promotional / Posters - Series

OS_DE17034B

2017 Design Bronze Pencil

DENTSU INC. / Tokyo + Mori Inc. / Tokyo

HONDA MOTOR CO., LTD.

Honda. Great Journey.

Promotional / Posters - Series

OS_DE17035B

2017 Design Bronze Pencil

Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco

Tipping Point Community

Poverty Line Prices

Promotional / Posters - Series

OS_DE17036B

2017 UX / UI Silver Pencil

Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles

Tostitos

The Breathalyzer Bag

Cross-Channel / Digital / Physical Cross-Channel

OS_UX17013S

2017 UX / UI Bronze Pencil

Google Creative Lab / London + Ideo / Palo Alto, California + OLogic Inc. / Sunnyvale, California + RRD Labs / London

Google

Project Bloks

Cross-Channel / Digital / Physical Cross-Channel

OS_UX17014B

2017 Mobile Bronze Pencil

Work & Co / Brooklyn

Virgin America

Virgin America's New App

Applications

OS_MO17003B

2017 Radio Silver Pencil

Havas / New York + Sound Lounge / New York

Heineken / Dos Equis

Adios Amigo

Broadcast / Any Length - Single

OS_RA17001S

2017 Radio Bronze Pencil

Impact BBDO / Dubai

Johnson & Johnson

Sweet Dreams

Broadcast / Any Length - Single

OS_RA17002B

2017 Cross-Platform Gold Pencil

CP+B / Boulder + Starcom Mediavest Group / Chicago + Olson Engage / Chicago

Kraft Heinz

World's Largest Blind Taste Test

Brand Transformation

OS_CP17020G

2017 Cross-Platform Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Brand Transformation

OS_CP17021S

2017 Cross-Platform Silver Pencil

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Brand Transformation

OS_CP17022S

2017 Print & Outdoor Bronze Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

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

OS_PO17033B

2017 Design Bronze Pencil

Mill+ / New York + The Mill / New York + Fall on Your Sword / Brooklyn

Mill+

OFFF By Night 2016

Motion Graphics / Title Sequences

OS_DE17063B

2017 Cross-Platform Gold Pencil

Wieden+Kennedy / Portland + Joint Editorial / Portland

Nike

Time Is Precious

Integrated Branding

OS_CP17010G

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 Cross-Platform Bronze Pencil

Akestam Holst NOA / Stockholm + Bacon / Copenhagen

IKEA

Where Life Happens

Integrated Branding

OS_CP17015B

2017 Cross-Platform Bronze Pencil

Grey / New York + Grey Malaysia / Kuala Lumpur + DeVries Global / New York + Townhouse / New York

Pantene

#DadDo

Integrated Branding

OS_CP17016B

2017 Interactive Gold Pencil

Saatchi & Saatchi / London + BUF / Paris

Deutsche Telekom

Sea Hero Quest

Innovation in Interactive / Gaming

OS_IN17034G

2017 Interactive Gold Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Innovation in Interactive / Gaming

OS_IN17035G

2017 Interactive Silver Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Gaming

OS_IN17018S

2017 Interactive Bronze Pencil

BETC / Paris + BETC Digital / Paris

Ubisoft

The end of society simulator

Gaming

OS_IN17019B

2017 Interactive Bronze Pencil

Wieden+Kennedy / Portland + MediaMonks / Amsterdam

Old Spice

Youland

Gaming

OS_IN17020B

2017 Social Media Gold Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Branded Social Post / Real-Time Response

OS_SM17012G

2017 Social Media Silver Pencil

Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco

Jamba Juice

Swishy Chug: The Fake Brand That Led to Real Results

Branded Social Post / Real-Time Response

OS_SM17013S

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