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.
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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, Städtebau & 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


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


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


Award:
2017 Cross-Platform Gold Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Experiential / Guerilla
Annual ID:
OS_CP17007G

Award:
2017 Public Relations Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
The Brady Foundation
Title:
Zero Minutes of Fame
Category:
Innovation in Public Relations
Annual ID:
OS_PR17029G

Award:
2017 Branded Entertainment Gold Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G

Award:
2017 Mobile Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Mobile Advertising
Annual ID:
OS_MO17007G

Award:
2017 Responsive Environments Gold Pencil
Agency:
iart ag / Basel + Christ & Gantenbein / Basel
Client:
Construction and Transport Department of the Canton of Basel-Stadt, Städtebau & Architektur, Hochbauamt
Title:
Kunstmuseum Basel Light Frieze
Category:
Architecture Enhancement
Annual ID:
OS_RE17001G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Transport Accident Commission (Victoria)
Title:
Meet Graham
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17034G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
Leland Music / London + 4creative / London + Blink / London + Factory / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Annual ID:
OS_MI17035G

Award:
2017 Radio Gold Pencil
Agency:
FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client:
Netflorist
Title:
A War of Words - Anniversary Forgotten
Category:
Craft / Sound Design - Single
Annual ID:
OS_RA17016G

Award:
2017 Interactive Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient / Immersive / Virtual Reality (VR)
Annual ID:
OS_IN17011G

Award:
2017 Design Gold Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Branding / Logo
Annual ID:
OS_DE17001G

Award:
2017 UX / UI Gold Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Web / Utility
Annual ID:
OS_UX17001G

Award:
2017 Film Gold Pencil
Agency:
4Creative / London + Blink / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Television / Long Form - Single
Annual ID:
OS_FI17010G

Award:
2017 Intellectual Property Gold Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Digital Product
Annual ID:
OS_IP17007G

Award:
2017 Social Media Gold Pencil
Agency:
DDB Group Germany / Berlin
Client:
Pink Ribbon Deutschland
Title:
Check it before it's removed: naked breasts on Facebook against breast cancer.
Category:
Branded Social Post / Branded Social Campaign
Annual ID:
OS_SM17005G

Award:
2017 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17019G

Award:
2017 Penta Pencil Penta Pencil
Agency:
Wieden+Kennedy / Portland + Wieden+Kennedy / Global
Client:
Nike
Title:
Global Nike
Category:
Penta Pencil
Annual ID:
OS_PP17001P

Award:
2017 Penta Pencil Penta Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
TBWAMedia Arts Lab + Apple
Category:
Penta Pencil
Annual ID:
OS_PP17002P

Award:
2017 Design Green Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Packaging / Mass-market
Annual ID:
OS_DE17042G

Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17035G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
FINCH / Sydney
Client:
St. Kilda Film Festival
Title:
Every Second Counts
Category:
Craft - Writing / Writing - Single
Annual ID:
OS_MI17006G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles
Client:
Audi of America
Title:
Daughter
Category:
Craft - Writing / Writing - Single
Annual ID:
OS_MI17007G

Award:
2017 Interactive Gold Pencil
Agency:
BETC / Paris + BETC Digital / Paris
Client:
Ubisoft
Title:
The end of society simulator
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_IN17026G

Award:
2017 Direct Marketing Gold Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17005G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Innovation in Print & Outdoor / Ambient Media
Annual ID:
OS_PO17057G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Innovation in Print & Outdoor / Ambient Media
Annual ID:
OS_PO17058G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
TRY / Oslo
Client:
Volkswagen
Title:
The Reversed Trailer
Category:
Innovation in Print & Outdoor / Ambient Media
Annual ID:
OS_PO17059G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
HEIMAT / Berlin
Client:
Otto (GmbH & Co KG)
Title:
The Most Precious Gift
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17019G

Award:
2017 Mobile Gold Pencil
Agency:
Framestore / New York + Framestore / London
Client:
Warner Bros
Title:
Fantastic Beasts and Where to Find Them
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_MO17022G

Award:
2017 Public Relations Gold Pencil
Agency:
Spotify / New York
Client:
Spotify
Title:
President of Playlists
Category:
Real-Time Response / Activity / Proactive Communications
Annual ID:
OS_PR17022G

Award:
2017 Public Relations Gold Pencil
Agency:
Zimmerman Advertising / Fort Lauderdale + Finn Partners / San Francisco
Client:
Jamba Juice
Title:
Swishy Chug: The Fake Brand That Led to Real Results
Category:
Real-Time Response / Activity / Proactive Communications
Annual ID:
OS_PR17023G

Award:
2017 Design Gold Pencil
Agency:
Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul + Plan.Net / Munich
Client:
Dot Incorporation
Title:
DOT. The first Braille Smartwatch.
Category:
Innovation in Design / Digital Design
Annual ID:
OS_DE17086G

Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Toronto
Client:
IKEA
Title:
IKEA: Cook This Page
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17001G

Award:
2017 Intellectual Property Gold Pencil
Agency:
FCB Inferno / London
Client:
Change Please and the Big Issue
Title:
Change Please
Category:
Physical Product
Annual ID:
OS_IP17001G

Award:
2017 Intellectual Property Gold Pencil
Agency:
Leo Burnett India / Mumbai
Client:
Bajaj Auto
Title:
The Nation's Bike
Category:
Physical Product
Annual ID:
OS_IP17002G

Award:
2017 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed
Category:
Online Films & Video / Short Form - Campaign
Annual ID:
OS_FI17035G

Award:
2017 Public Relations Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Public Relations
Annual ID:
OS_PR17028G

Award:
2017 Branded Entertainment Gold Pencil
Agency:
Conaco / Los Angeles + Turner / Atlanta
Client:
Universal Pictures
Title:
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube
Category:
Online / Long Form - Single
Annual ID:
OS_BE17013G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
Neighborhood Watch Films / Brooklyn, NY + Artsy / New York, NY + UBS / New York, NY
Client:
Artsy
Title:
The Art Market (in Four Parts) - Auctions
Category:
Craft - Editing / Editing - Single
Annual ID:
OS_MI17010G

Award:
2017 Mobile Gold Pencil
Agency:
Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York
Client:
Google
Title:
Made By Google
Category:
Mobile Advertising
Annual ID:
OS_MO17006G

Award:
2017 Social Influencer Marketing Gold Pencil
Agency:
Weber Shandwick / London
Client:
Action Aid UK
Title:
Brutal Cut
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SI17004G

Award:
2017 Design Gold Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Packaging / Mass-market
Annual ID:
OS_DE17042G

Award:
2017 Design Gold Pencil
Agency:
Hello Monday / New York
Client:
Residente
Title:
Residente
Category:
Digital / Website Design
Annual ID:
OS_DE17047G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17035G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17036G

Award:
2017 Print & Outdoor Gold Pencil
Agency:
TRY / Oslo
Client:
Volkswagen
Title:
The Reversed Trailer
Category:
Ambient Media (Indoor & Outdoor) / Installations & Immersive - Single
Annual ID:
OS_PO17037G

Award:
2017 Branded Entertainment Gold Pencil
Agency:
Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client:
NETSCOUT
Title:
Lo & Behold: Reveries of the Connected World
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17002G

Award:
2017 Cross-Platform Gold Pencil
Agency:
180LA / Santa Monica
Client:
Boost Mobile
Title:
Boost Your Voice
Category:
Experiential / Events & Competitions
Annual ID:
OS_CP17001G

Award:
2017 Moving Image Craft Gold Pencil
Agency:
Google Brand Studio / San Francisco + Stink Digital / New York City + Ghost Robot / New York City
Client:
National Parks Service + Google
Title:
Google presents: The Hidden Worlds of the National Parks
Category:
Craft - Innovation in Moving Image Craft / Visual
Annual ID:
OS_MI17039G

Award:
2017 Public Relations Gold Pencil
Agency:
We Believers / New York
Client:
Saltwater Brewery
Title:
Edible Six Pack Rings
Category:
Reputation Management
Annual ID:
OS_PR17019G
