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.

Award

Agency

Client

Title

Category

Annual ID

Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles Client: Procter & Gamble - Tide Category: Television / Varying Length Campaign
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York + Resn / Wellington Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Share a Coke 1,000 Name Celebration Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York Client: Coca-Cola Category: Custom Content
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Experiential
Pedigree Selfie STIX Clip Agency: Colenso BBDO / Auckland Client: Mars Category: Physical Product
Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC Client: Ministry of Public Health, Afghanistan Category: Product Design / Physical Product
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
Snickers & BBDO: Thinking Globally, Acting Locally Agency: BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO Client: Mars Chocolate North America / Snickers Category: Penta Pencil
Burger King Agency: DAVID / Miami Client: Burger King Category: Penta Pencil
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: CMO Pencil
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Innovation in Public Relations
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Social Engagement / Community Building
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Social Engagement / Community Building
Elton John - Farewell Yellow Brick Road Global Launch Agency: Spinifex Group / Torrance Client: Sir Elton John Category: Craft / Visual Effects / Animation
VR Vaccine Agency: Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA Client: Hermes Pardini Category: Digital / Mobile
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Interactive / Online
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York Client: MailChimp Category: Innovation in Branded Entertainment
KFC Double Down - Sad Man Agency: Ogilvy / Johannesburg Client: KFC Category: Broadcast / Any Length - Campaign
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Integrated Branding
BVG x adidas – The Ticket-Shoe Agency: Jung von Matt AG / Hamburg Client: Berliner Verkehrsbetriebe (BVG) Category: Innovation in Cross-Platform / Integrated Branding
The Pedigree Child Replacement Programme Agency: Colenso BBDO / Auckland Client: Mars Category: Promotional / Collateral / Posters - Campaign
Eating Kabuki with your fingers. Agency: DENTSU INC. / Tokyo Client: Shochiku co. ltd Minami-za Category: Promotional / Collateral / Posters - Campaign
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Publishing / Magazine - Single
Doritos Blaze vs. MTN DEW ICE Agency: Goodby Silverstein & Partners / San Francisco Client: Doritos + Mountain Dew Category: Craft - Use of Music / Licensed / Adapted Music - Single or Campaign
Original is Never Finished Agency: Human / Santa Monica + Johannes Leonardo / New York + adidas Originals / Portland + RSA Films / Los Angeles Client: adidas Originals Category: Craft - Use of Music / Licensed / Adapted Music - Single or Campaign
The Pedigree Child Replacement Programme Agency: Colenso BBDO / Auckland Client: Mars Category: Publishing / Magazine - Campaign
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Magazine - Campaign
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
Kiwi Portraits Completed Agency: Ogilvy & Mather / Chicago Client: SC Johnson Category: Publishing / Newspaper - Campaign
Kiwi Portraits Completed Agency: Ogilvy & Mather / Chicago Client: SC Johnson Category: Publishing / Newspaper - Campaign
The Anti-Trafficking Exam Agency: Area 23, An FCB Health Network Company / New York + FCB Health / New York Client: Anonymous Client Category: Innovation in Health & Wellness
The Book of Rock Agency: AlmapBBDO / São Paulo Client: Kiss FM Category: Craft / Illustration - Single or Campaign
The Soy Sauce Posters Agency: Ogilvy & Mather Japan GK / Tokyo Client: Sagawa Shoyu Inc. Category: Craft / Illustration - Single or Campaign
The Eclipse Case Study Agency: Nest Labs / Palo Alto Client: Nest Category: Innovation in Responsive Environments
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
Libé des réfugiés Agency: FF / PARIS Client: Libération Category: Promotional / Collateral / Promotional Items - Single or Campaign
Stories from the other side of the world Agency: BBDO Paris / Boulogne Billancourt Client: CARE France Category: Influencer Marketing / Episodic
Now or Never Agency: FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo Client: Orange Category: Craft - Use of Music / Original Music - Single or Campaign

2018 Direct Marketing Best of Show Pencil

McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York

State Street Global Advisors

Fearless Girl

Ambient Media / Experiential & Installations

OS_DI18004G

2018 Social Media Best of Discipline Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Print & Outdoor Best of Discipline Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Responsive Environments Best of Discipline Pencil

TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Moving Image Craft Best of Discipline Pencil

MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles

Samsung

Ostrich

Craft - Visual Effects / Single

OS_MI18032G

2018 Film Best of Discipline Pencil

Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

Procter & Gamble - Tide

It's a Tide Ad Campaign

Television / Varying Length Campaign

OS_FI18020G

2018 UX / UI Best of Discipline Pencil

Droga5 / New York + PHD / New York + Resn / Wellington

MailChimp

Did You Mean MailChimp?

Cross-Channel / Digital / Physical Cross-Channel

OS_UX18010G

2018 Social Influencer Marketing Best of Discipline Pencil

R/GA / New York

The Muse, Ladies Get Paid, PayScale, Reply.ai

Ask For A Raise

Influencer Marketing / Single Channel

OS_SI18001G

2018 Radio Best of Discipline Pencil

Fitzco//McCann / Atlanta + Casanova//McCann / New York

Coca-Cola

Share a Coke 1,000 Name Celebration

Custom Content

OS_RA18009G

2018 Cross-Platform Best of Discipline Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 Intellectual Property Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

2018 Health, Wellness & Pharma Best of Discipline Pencil

McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC

Ministry of Public Health, Afghanistan

Immunity Charm

Product Design / Physical Product

OS_HW18006G

2018 Branded Entertainment Best of Discipline Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Interactive Best of Discipline Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Public Relations Best of Discipline Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Mobile Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

2018 Design Best of Discipline Pencil

Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Direct Marketing Best of Discipline Pencil

McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York

State Street Global Advisors

Fearless Girl

Ambient Media / Experiential & Installations

OS_DI18004G

2018 Penta Pencil Penta Pencil

BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO

Mars Chocolate North America / Snickers

Snickers & BBDO: Thinking Globally, Acting Locally

Penta Pencil

OS_PP18001P

2018 Penta Pencil Penta Pencil

DAVID / Miami

Burger King

Burger King

Penta Pencil

OS_PP18002P

2018 CMO Pencil CMO Pencil

McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York

State Street Global Advisors

Fearless Girl

CMO Pencil

OS_CM18001G

2018 Public Relations Green Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Innovation in Public Relations

OS_PR18000V

2018 Social Media Gold Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Social Media Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Social Engagement / Community Building

OS_SM18014G

2018 Social Media Gold Pencil

McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York

State Street Global Advisors

Fearless Girl

Social Engagement / Community Building

OS_SM18015G

2018 Interactive Gold Pencil

Spinifex Group / Torrance

Sir Elton John

Elton John - Farewell Yellow Brick Road Global Launch

Craft / Visual Effects / Animation

OS_IN18022G

2018 Health, Wellness & Pharma Gold Pencil

Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA

Hermes Pardini

VR Vaccine

Digital / Mobile

OS_HW18020G

2018 Interactive Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Interactive / Online

OS_IN18032G

2018 Branded Entertainment Gold Pencil

Droga5 / New York + PHD / New York

MailChimp

Did You Mean MailChimp?

Innovation in Branded Entertainment

OS_BE18041G

2018 Radio Gold Pencil

Ogilvy / Johannesburg

KFC

KFC Double Down - Sad Man

Broadcast / Any Length - Campaign

OS_RA18003G

2018 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Integrated Branding

OS_CP18022G

2018 Cross-Platform Gold Pencil

Jung von Matt AG / Hamburg

Berliner Verkehrsbetriebe (BVG)

BVG x adidas – The Ticket-Shoe

Innovation in Cross-Platform / Integrated Branding

OS_CP18023G

2018 Print & Outdoor Gold Pencil

Colenso BBDO / Auckland

Mars

The Pedigree Child Replacement Programme

Promotional / Collateral / Posters - Campaign

OS_PO18024G

2018 Print & Outdoor Gold Pencil

DENTSU INC. / Tokyo

Shochiku co. ltd Minami-za

Eating Kabuki with your fingers.

Promotional / Collateral / Posters - Campaign

OS_PO18025G

2018 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Publishing / Magazine - Single

OS_PO18010G

2018 Moving Image Craft Gold Pencil

Goodby Silverstein & Partners / San Francisco

Doritos + Mountain Dew

Doritos Blaze vs. MTN DEW ICE

Craft - Use of Music / Licensed / Adapted Music - Single or Campaign

OS_MI18042G

2018 Moving Image Craft Gold Pencil

Human / Santa Monica + Johannes Leonardo / New York + adidas Originals / Portland + RSA Films / Los Angeles

adidas Originals

Original is Never Finished

Craft - Use of Music / Licensed / Adapted Music - Single or Campaign

OS_MI18043G

2018 Print & Outdoor Gold Pencil

Colenso BBDO / Auckland

Mars

The Pedigree Child Replacement Programme

Publishing / Magazine - Campaign

OS_PO18014G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Magazine - Campaign

OS_PO18015G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather / Chicago

SC Johnson

Kiwi Portraits Completed

Publishing / Newspaper - Campaign

OS_PO18004G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather / Chicago

SC Johnson

Kiwi Portraits Completed

Publishing / Newspaper - Campaign

OS_PO18005G

2018 Health, Wellness & Pharma Gold Pencil

Area 23, An FCB Health Network Company / New York + FCB Health / New York

Anonymous Client

The Anti-Trafficking Exam

Innovation in Health & Wellness

OS_HW18025G

2018 Print & Outdoor Gold Pencil

AlmapBBDO / São Paulo

Kiss FM

The Book of Rock

Craft / Illustration - Single or Campaign

OS_PO18059G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather Japan GK / Tokyo

Sagawa Shoyu Inc.

The Soy Sauce Posters

Craft / Illustration - Single or Campaign

OS_PO18060G

2018 Responsive Environments Gold Pencil

Nest Labs / Palo Alto

Nest

The Eclipse Case Study

Innovation in Responsive Environments

OS_RE18009G

2018 Responsive Environments Gold Pencil

TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Print & Outdoor Gold Pencil

FF / PARIS

Libération

Libé des réfugiés

Promotional / Collateral / Promotional Items - Single or Campaign

OS_PO18029G

2018 Social Influencer Marketing Gold Pencil

BBDO Paris / Boulogne Billancourt

CARE France

Stories from the other side of the world

Influencer Marketing / Episodic

OS_SI18011G

2018 Moving Image Craft Gold Pencil

FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo

Orange

Now or Never

Craft - Use of Music / Original Music - Single or Campaign

OS_MI18040G

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