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
Zero Minutes of Fame Agency: Ogilvy & Mather / Chicago Client: The Brady Foundation Category: Innovation in Public Relations
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: Mobile Advertising
Kunstmuseum Basel Light Frieze Agency: iart ag / Basel + Christ & Gantenbein / Basel Client: Construction and Transport Department of the Canton of Basel-Stadt, St├Ądtebau & Architektur, Hochbauamt Category: Architecture Enhancement
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - 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
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)
The Refugee Nation Agency: Ogilvy / New York Client: Amnesty International Category: Branding / Logo
Reword Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne Client: Headspace Category: Web / Utility
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
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
Global Nike Agency: Wieden+Kennedy / Portland + Wieden+Kennedy / Global Client: Nike Category: Penta Pencil
TBWAMedia Arts Lab + Apple Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Penta Pencil
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Packaging / Mass-market
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Craft / Use of Digital Technology - Single or Campaign
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
The end of society simulator Agency: BETC / Paris + BETC Digital / Paris Client: Ubisoft Category: Craft / Dynamic Data Visualization
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Innovation in Print & Outdoor / Ambient Media
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Innovation in Print & Outdoor / Ambient Media
The Reversed Trailer Agency: TRY / Oslo Client: Volkswagen Category: Innovation in Print & Outdoor / Ambient Media
The Most Precious Gift Agency: HEIMAT / Berlin Client: Otto (GmbH & Co KG) Category: Craft - Animation / Animation - Single
Fantastic Beasts and Where to Find Them Agency: Framestore / New York + Framestore / London Client: Warner Bros Category: Craft / Visual Effects / Animation
President of Playlists Agency: Spotify / New York Client: Spotify Category: Real-Time Response / Activity / Proactive Communications
Swishy Chug: The Fake Brand That Led to Real Results Agency: Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco Client: Jamba Juice Category: Real-Time Response / Activity / Proactive Communications
DOT. The first Braille Smartwatch. Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich Client: Dot Incorporation Category: Innovation in Design / Digital Design
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Print / Flat & Dimensional
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
Crushed Agency: The Martin Agency / Richmond + Park Pictures / New York Client: GEICO Category: Online Films & Video / Short Form - Campaign
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Public Relations
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube Agency: Conaco / Los Angeles + Turner / Atlanta Client: Universal Pictures Category: Online / Long Form - Single
The Art Market (in Four Parts) - Auctions Agency: Neighborhood Watch Films / Brooklyn, NY + Artsy / New York, NY + UBS / New York, NY Client: Artsy Category: Craft - Editing / Editing - Single
Made By Google Agency: Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York Client: Google Category: Mobile Advertising
Brutal Cut Agency: Weber Shandwick / London Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Packaging / Mass-market
Residente Agency: Hello Monday / New York Client: Residente Category: Digital / Website Design
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
The Reversed Trailer Agency: TRY / Oslo Client: Volkswagen Category: Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Lo & Behold: Reveries of the Connected World Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles Client: NETSCOUT Category: Broadcast / Long Form - Single
Boost Your Voice Agency: 180LA / Santa Monica Client: Boost Mobile Category: Experiential / Events & Competitions
Google presents: The Hidden Worlds of the National Parks Agency: Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City Client: National Parks Service + Google Category: Craft - Innovation in Moving Image Craft / Visual
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Reputation Management
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Experiential / Installations

2017 Cross-Platform Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Experiential / Guerilla

OS_CP17007G

2017 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

The Brady Foundation

Zero Minutes of Fame

Innovation in Public Relations

OS_PR17029G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

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 Responsive Environments Gold Pencil

iart ag / Basel + Christ & Gantenbein / Basel

Construction and Transport Department of the Canton of Basel-Stadt, St├Ądtebau & Architektur, Hochbauamt

Kunstmuseum Basel Light Frieze

Architecture Enhancement

OS_RE17001G

2017 Print & Outdoor Gold Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

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

OS_PO17034G

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 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 Design Gold Pencil

Ogilvy / New York

Amnesty International

The Refugee Nation

Branding / Logo

OS_DE17001G

2017 UX / UI Gold Pencil

Leo Burnett / Melbourne + Studio Pancho / Melbourne

Headspace

Reword

Web / Utility

OS_UX17001G

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 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 Penta Pencil Penta Pencil

Wieden+Kennedy / Portland + Wieden+Kennedy / Global

Nike

Global Nike

Penta Pencil

OS_PP17001P

2017 Penta Pencil Penta Pencil

TBWA\Media Arts Lab / Los Angeles

Apple

TBWAMedia Arts Lab + Apple

Penta Pencil

OS_PP17002P

2017 Design Green Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Packaging / Mass-market

OS_DE17042G

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Craft / Use of Digital Technology - Single or Campaign

OS_DI17035G

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 Interactive Gold Pencil

BETC / Paris + BETC Digital / Paris

Ubisoft

The end of society simulator

Craft / Dynamic Data Visualization

OS_IN17026G

2017 Direct Marketing Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

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

OS_DI17005G

2017 Print & Outdoor Gold Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Innovation in Print & Outdoor / Ambient Media

OS_PO17057G

2017 Print & Outdoor Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Innovation in Print & Outdoor / Ambient Media

OS_PO17058G

2017 Print & Outdoor Gold Pencil

TRY / Oslo

Volkswagen

The Reversed Trailer

Innovation in Print & Outdoor / Ambient Media

OS_PO17059G

2017 Moving Image Craft Gold Pencil

HEIMAT / Berlin

Otto (GmbH & Co KG)

The Most Precious Gift

Craft - Animation / Animation - Single

OS_MI17019G

2017 Mobile Gold Pencil

Framestore / New York + Framestore / London

Warner Bros

Fantastic Beasts and Where to Find Them

Craft / Visual Effects / Animation

OS_MO17022G

2017 Public Relations Gold Pencil

Spotify / New York

Spotify

President of Playlists

Real-Time Response / Activity / Proactive Communications

OS_PR17022G

2017 Public Relations Gold Pencil

Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco

Jamba Juice

Swishy Chug: The Fake Brand That Led to Real Results

Real-Time Response / Activity / Proactive Communications

OS_PR17023G

2017 Design Gold Pencil

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

Dot Incorporation

DOT. The first Braille Smartwatch.

Innovation in Design / Digital Design

OS_DE17086G

2017 Direct Marketing Gold Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Print / Flat & Dimensional

OS_DI17001G

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 Film Gold Pencil

The Martin Agency / Richmond + Park Pictures / New York

GEICO

Crushed

Online Films & Video / Short Form - Campaign

OS_FI17035G

2017 Public Relations Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Public Relations

OS_PR17028G

2017 Branded Entertainment Gold Pencil

Conaco / Los Angeles + Turner / Atlanta

Universal Pictures

CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube

Online / Long Form - Single

OS_BE17013G

2017 Moving Image Craft Gold Pencil

Neighborhood Watch Films / Brooklyn, NY + Artsy / New York, NY + UBS / New York, NY

Artsy

The Art Market (in Four Parts) - Auctions

Craft - Editing / Editing - Single

OS_MI17010G

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 Social Influencer Marketing Gold Pencil

Weber Shandwick / London

Action Aid UK

Brutal Cut

Influencer Marketing / Multi-Channel

OS_SI17004G

2017 Design Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Packaging / Mass-market

OS_DE17042G

2017 Design Gold Pencil

Hello Monday / New York

Residente

Residente

Digital / Website Design

OS_DE17047G

2017 Print & Outdoor Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

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

OS_PO17035G

2017 Print & Outdoor Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

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

OS_PO17036G

2017 Print & Outdoor Gold Pencil

TRY / Oslo

Volkswagen

The Reversed Trailer

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

OS_PO17037G

2017 Branded Entertainment Gold Pencil

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

NETSCOUT

Lo & Behold: Reveries of the Connected World

Broadcast / Long Form - Single

OS_BE17002G

2017 Cross-Platform Gold Pencil

180LA / Santa Monica

Boost Mobile

Boost Your Voice

Experiential / Events & Competitions

OS_CP17001G

2017 Moving Image Craft Gold Pencil

Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City

National Parks Service + Google

Google presents: The Hidden Worlds of the National Parks

Craft - Innovation in Moving Image Craft / Visual

OS_MI17039G

2017 Public Relations Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Reputation Management

OS_PR17019G

2017 Cross-Platform Gold Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Experiential / Installations

OS_CP17004G

Follow Us