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
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
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Innovation in Public Relations
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Mobile Advertising
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
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
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
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Web / Utility
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
Roam Delivery
Agency: Ogilvy PR / London + OgilvyOne / London
Client: Volvo Cars Category: Digital Product
The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Experiential / Guerilla
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Ambient / Immersive / Virtual Reality (VR)
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
Into HBO
Agency: Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles
Client: HBO Category: Craft / Use of Visuals
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
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
Fantastic Beasts and Where to Find Them
Agency: Framestore / New York + Framestore / London
Client: Warner Bros Category: Craft / Visual Effects / Animation
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Experiential / Live Events
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Publishing / Newspaper - Campaign
InstantDJ
Agency: BBDO / New York
Client: Bacardi Category: Branded Social Post / Branded Social Post - Single
Serena Williams' Match Point | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Branded Social Post / Branded Social Post - Single
LandCruiser Emergency Network
Agency: Saatchi & Saatchi / Sydney
Client: Toyota Motor Corporation Australia Category: Use of Technology
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Interactive / Ambient / Immersive
DOT. The first Braille Smartwatch.
Agency: Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul
Client: Dot Incorporation Category: Integrated Digital & Physical Product
Edible Six Pack Rings
Agency: We Believers / New York
Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Public Relations
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Innovation in Public Relations
Adios Amigo
Agency: Havas / New York + RadicalMedia / Santa Monica + Starcom Mediavest Group / New York + Edelman / New York
Client: Heineken / Dos Equis Category: Media Relations
THE BULLETPEN
Agency: McCann Worldgroup / Bogotá
Client: MINISTRY OF NATIONAL EDUCATION Category: Media Relations
Honda. Great Journey.
Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client: HONDA MOTOR CO., LTD. Category: Branding / Identity System
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Experiential / Augmented Reality
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
Kafa "Legally Bride"
Agency: Leo Burnett / Beirut
Client: KAFA (enough) Violence & Exploitation Category: Events & Experiential
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Events & Experiential
Made By Google
Agency: Droga5 / New York + Google / Mountain View + PHD / New York + Essence / New York
Client: Google Category: Mobile Advertising
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Mobile Advertising
Lo & Behold: Reveries of the Connected World
Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client: NETSCOUT Category: Broadcast / Long Form - Single
The end of society simulator
Agency: BETC / Paris + BETC Digital / Paris
Client: Ubisoft Category: Craft / Dynamic Data Visualization
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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 Social Media Gold Pencil
Agency:
Droga5 / New York + HBO / New York + Pet Gorilla / Los Angeles
Client:
HBO
Title:
Into HBO
Category:
Craft / Use of Visuals
Annual ID:
OS_SM17029G
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 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 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 Branded Entertainment Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Experiential / Live Events
Annual ID:
OS_BE17027G
Award:
2017 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO17003G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Beyoncé
Title:
Beyoncé - "Formation"
Category:
Music Videos
Annual ID:
OS_BE17017G
Award:
2017 Social Media Gold Pencil
Agency:
BBDO / New York
Client:
Bacardi
Title:
InstantDJ
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17002G
Award:
2017 Social Media Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17003G
Award:
2017 Mobile Gold Pencil
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Use of Technology
Annual ID:
OS_MO17011G
Award:
2017 Mobile Gold Pencil
Agency:
Saatchi & Saatchi / Sydney
Client:
Toyota Motor Corporation Australia
Title:
LandCruiser Emergency Network
Category:
Use of Technology
Annual ID:
OS_MO17012G
Award:
2017 Interactive Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Interactive / Ambient / Immersive
Annual ID:
OS_IN17031G
Award:
2017 Intellectual Property Gold Pencil
Agency:
Serviceplan / Munich + Serviceplan Korea / Seoul + Dot Incorporation / Seoul
Client:
Dot Incorporation
Title:
DOT. The first Braille Smartwatch.
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP17010G
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 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 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 Public Relations Gold Pencil
Agency:
Havas / New York + RadicalMedia / Santa Monica + Starcom Mediavest Group / New York + Edelman / New York
Client:
Heineken / Dos Equis
Title:
Adios Amigo
Category:
Media Relations
Annual ID:
OS_PR17001G
Award:
2017 Public Relations Gold Pencil
Agency:
McCann Worldgroup / Bogotá
Client:
MINISTRY OF NATIONAL EDUCATION
Title:
THE BULLETPEN
Category:
Media Relations
Annual ID:
OS_PR17002G
Award:
2017 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client:
HONDA MOTOR CO., LTD.
Title:
Honda. Great Journey.
Category:
Branding / Identity System
Annual ID:
OS_DE17002G
Award:
2017 Cross-Platform Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Experiential / Augmented Reality
Annual ID:
OS_CP17008G
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 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Sydlexia
Title:
Making Sense of Dyslexia
Category:
Typography / Static
Annual ID:
OS_DE17020G
Award:
2017 Design Gold Pencil
Agency:
Impact BBDO / Dubai
Client:
Law Andak Dam
Title:
Kol Nokta Btefrek
Category:
Typography / Static
Annual ID:
OS_DE17021G
Award:
2017 Public Relations Gold Pencil
Agency:
Leo Burnett / Beirut
Client:
KAFA (enough) Violence & Exploitation
Title:
Kafa "Legally Bride"
Category:
Events & Experiential
Annual ID:
OS_PR17005G
Award:
2017 Public Relations Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Events & Experiential
Annual ID:
OS_PR17006G
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 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 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 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
