The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has 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
A War of Words - Anniversary Forgotten
Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client: Netflorist Category: Craft / Sound Design - Single
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Web / Utility
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Mobile Advertising
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
We're The Superhumans
Agency: 4Creative / London + Blink / London
Client: Channel 4 / Rio Paralympics Category: Television / Long Form - Single
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
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 Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Branding / Logo
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
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)
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: 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 DNA Journey
Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client: momondo Category: Online / Long Form - Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Use of Digital Technology - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Design / Immersive Design
The Boys
Agency: Clemenger BBDO / Melbourne
Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Online Films & Video / Short Form - Single
MANBOOBS4BOOBS
Agency: DAVID / Buenos Aires
Client: MACMA Category: Online Films & Video / Short Form - Single
Michael Phelps
Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client: Under Armour Category: Online Films & Video / Short Form - Single
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Online Films & Video / Short Form - Single
Care Counts
Agency: DigitasLBi / Chicago + Ketchum / Chicago
Client: Whirlpool Category: Community Building
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Innovation in Direct
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Direct
Give the Rainbow
Agency: adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client: Mars - Skittles Category: Craft / Art Direction - Campaign
Lo & Behold: Reveries of the Connected World
Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client: NETSCOUT Category: Broadcast / Long Form - Single
Spectacle of the Real
Agency: BUCK / New York
Client: Hulk Limbo, Inc. Category: Craft / Animation - Single or Series
Broadcast without Borders
Agency: Akestam Holst NOA / Stockholm
Client: Refugee Phones Category: Experiential Radio
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Publishing / Trade Publication - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Branding / Brand Installations
The One Moment
Agency: Ogilvy & Mather / Chicago
Client: Morton Salt Category: Innovation in Film / Online
Crushed
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Innovation in Film / Online
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
Cheetos Museum
Agency: Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles
Client: Cheetos Category: Social Engagement / User-Generated Content
We're The Superhumans
Agency: 4Creative / London + Blink / London
Client: Channel 4 / Rio Paralympics Category: Craft - Direction / Direction - Single
GRAVITY CAT
Agency: HAKUHODO Inc. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo
Client: Sony Interactive Entertainment Category: Craft - Direction / Direction - Single
A War of Words - Anniversary Forgotten
Agency: FCB Joburg (Pty) Ltd / Johannesburg + Hey Papa Legend / Johannesburg
Client: Netflorist Category: Craft / Sound Design - Single
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
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
Brutal Cut
Agency: Weber Shandwick / London
Client: Action Aid UK Category: Influencer Marketing / Multi-Channel
Award:
2017 Cross-Platform Best of Show Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Experiential / Guerilla
Annual ID:
OS_CP17007G
Award:
2017 Radio Best of Discipline 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 UX / UI Best of Discipline Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Web / Utility
Annual ID:
OS_UX17001G
Award:
2017 Mobile Best of Discipline 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 Intellectual Property Best of Discipline Pencil
Agency:
Ogilvy PR / London + OgilvyOne / London
Client:
Volvo Cars
Title:
Roam Delivery
Category:
Digital Product
Annual ID:
OS_IP17007G
Award:
2017 Print & Outdoor Best of Discipline 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 Film Best of Discipline 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 Cross-Platform Best of Discipline Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Experiential / Guerilla
Annual ID:
OS_CP17007G
Award:
2017 Public Relations Best of Discipline 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 Social Media Best of Discipline 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 Design Best of Discipline Pencil
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Branding / Logo
Annual ID:
OS_DE17001G
Award:
2017 Responsive Environments Best of Discipline 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 Moving Image Craft Best of Discipline 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 Interactive Best of Discipline 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 Branded Entertainment Best of Discipline Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G
Award:
2017 Direct Marketing Best of Discipline 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 Branded Entertainment Gold Pencil
Agency:
&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client:
momondo
Title:
The DNA Journey
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17016G
Award:
2017 Print & Outdoor 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_PO17055G
Award:
2017 Design Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Design / Immersive Design
Annual ID:
OS_DE17089G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Pacific Brands Underwear Group (Australia)
Title:
The Boys
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17009G
Award:
2017 Film Gold Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17025G
Award:
2017 Film Gold Pencil
Agency:
DAVID / Buenos Aires
Client:
MACMA
Title:
MANBOOBS4BOOBS
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17026G
Award:
2017 Film Gold Pencil
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
Michael Phelps
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17027G
Award:
2017 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17028G
Award:
2017 Public Relations Gold Pencil
Agency:
DigitasLBi / Chicago + Ketchum / Chicago
Client:
Whirlpool
Title:
Care Counts
Category:
Community Building
Annual ID:
OS_PR17010G
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:
Innovation in Direct
Annual ID:
OS_DI17040G
Award:
2017 Direct Marketing Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Direct
Annual ID:
OS_DI17041G
Award:
2017 Cross-Platform Gold Pencil
Agency:
adam&eveDDB / London + Mediacom / London + cain&abel / London + King Henry / London
Client:
Mars - Skittles
Title:
Give the Rainbow
Category:
Craft / Art Direction - Campaign
Annual ID:
OS_CP17023G
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 Design Gold Pencil
Agency:
BUCK / New York
Client:
Hulk Limbo, Inc.
Title:
Spectacle of the Real
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE17075G
Award:
2017 Radio Gold Pencil
Agency:
Akestam Holst NOA / Stockholm
Client:
Refugee Phones
Title:
Broadcast without Borders
Category:
Experiential Radio
Annual ID:
OS_RA17010G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Publishing / Trade Publication - Single or Campaign
Annual ID:
OS_PO17010G
Award:
2017 Design Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Branding / Brand Installations
Annual ID:
OS_DE17008G
Award:
2017 Film Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
Morton Salt
Title:
The One Moment
Category:
Innovation in Film / Online
Annual ID:
OS_FI17048G
Award:
2017 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed
Category:
Innovation in Film / Online
Annual ID:
OS_FI17049G
Award:
2017 Radio Gold Pencil
Agency:
FamousGrey / Groot-Bijgaarden + Klara / Brussel
Client:
Klara
Title:
Klarafy
Category:
Innovation in Radio
Annual ID:
OS_RA17020G
Award:
2017 Radio Gold Pencil
Agency:
McCANN Paris / Clichy + MRM//McCANN / Clichy
Client:
Mouvement du Nid
Title:
Girls of Paradise
Category:
Innovation in Radio
Annual ID:
OS_RA17021G
Award:
2017 Social Media Gold Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Caviar / Los Angeles + Company 3 LA / Los Angeles
Client:
Cheetos
Title:
Cheetos Museum
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17017G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
4Creative / London + Blink / London
Client:
Channel 4 / Rio Paralympics
Title:
We're The Superhumans
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17001G
Award:
2017 Moving Image Craft Gold Pencil
Agency:
HAKUHODO Inc. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo
Client:
Sony Interactive Entertainment
Title:
GRAVITY CAT
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17002G
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 Branded Entertainment Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
ALLIANZ
Title:
AMATEUR REPLAY
Category:
User-Generated Content
Annual ID:
OS_BE17032G
Award:
2017 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Sydlexia
Title:
Making Sense of Dyslexia
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17028G
Award:
2017 Design Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
Steppenwolf Theatre
Title:
Steppenwolf Series I
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17029G
Award:
2017 Mobile Gold Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Innovation in Mobile
Annual ID:
OS_MO17028G
Award:
2017 Mobile Gold Pencil
Agency:
Google Data Arts Team / San Francisco + YesYesNo / New York + Ubilabs / Hamburg
Client:
Google Data Arts Team
Title:
Land Lines
Category:
Innovation in Mobile
Annual ID:
OS_MO17029G
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
