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

Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations


THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY Category: Ambient Media / Billboards & Transit - Campaign


The Talk
Agency: BBDO / New York + The Corner Shop / New York
Client: P&G Category: Digital / Social Media & Viral Marketing - Single


Pitching French Films To Hollywood
Agency: Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client: Alliance Française de Singapour Category: Digital / Social Media & Viral Marketing - Single


The Last da Vinci
Agency: Droga5 / New York + Chelsea Pictures / New York
Client: Christie's Category: Digital / Social Media & Viral Marketing - Single


Tomorrow's News
Agency: BBDO / New York + Smuggler
Client: Sandy Hook Promise Category: Digital / Social Media & Viral Marketing - Single


The most German supermarket
Agency: Jung von Matt AG / Hamburg + Markenfilm Crossing GmbH / Hamburg + 2wei Music / Hamburg + Nordmeister / California
Client: EDEKA ZENTRALE AG & Co. KG Category: Digital / Social Media & Viral Marketing - Single


GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Craft / Data-Driven Personalization - Single or Campaign


The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Ambient Media / Experiential & Installations


Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Ambient Media / Experiential & Installations


The Voice of Art
Agency: Ogilvy Brasil / São Paulo + Bando Studio / São Paulo + Banda Sonora / São Paulo + In Press Brodeur Partners / São Paulo
Client: IBM Category: Ambient Media / Experiential & Installations


VR Vaccine
Agency: Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA
Client: Hermes Pardini Category: Ambient Media / Experiential & Installations


GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Craft / Use of Digital Technology - Single or Campaign


KISS THE KREMLIN
Agency: DM9 DDB / SÃO PAULO
Client: Ssex Bbox Category: Digital / Social Media & Viral Marketing - Campaign


Pitching French Films To Hollywood
Agency: Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client: Alliance Française de Singapour Category: Digital / Social Media & Viral Marketing - Campaign


A World With No Heroes
Agency: DDB, / Paris + Make me Pulse / Paris
Client: Ubisoft Category: Digital / Websites & Mobile


Exclusive the Rainbow live event
Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client: Mars Wrigley Confectionery Category: Ambient Media / Live Events


PRICE ON THE JERSEY
Agency: DM9 DDB / SÃO PAULO
Client: WALMART Category: Ambient Media / Live Events


The most German supermarket
Agency: Jung von Matt AG / Hamburg + Markenfilm Crossing GmbH / Hamburg + 2wei Music / Hamburg + Nordmeister / California
Client: EDEKA ZENTRALE AG & Co. KG Category: Ambient Media / Live Events


GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Ambient Media / Live Events


Bullying Jr.
Agency: DAVID / Miami + Smuggler / LA
Client: Burger King Category: Ambient Media / Live Events


Exclusive the Rainbow case study
Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client: Mars Wrigley Confectionery Category: Innovation in Direct


The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Innovation in Direct


The Humanium Metal Initiative
Agency: Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client: IM Swedish Development Partner Category: Innovation in Direct


Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Guerrilla Marketing


The Humanium Metal Initiative
Agency: Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client: IM Swedish Development Partner Category: Guerrilla Marketing


Loving "It"
Agency: Grabarz & Partner Werbeagentur GmbH / Hamburg
Client: Burger King Deutschland GmbH Category: Guerrilla Marketing


The Pedigree Child Replacement Programme
Agency: Colenso BBDO / Auckland
Client: Mars Category: Print / Flat & Dimensional


Pass The Heinz
Agency: DAVID / Miami + Sterling Cooper Draper Pryce / New York
Client: The Kraft Heinz Company Category: Print / Flat & Dimensional


IKEA Pee Ad
Agency: Akestam Holst / Stockholm
Client: IKEA Sweden Category: Craft / Printing / Production - Single or Campaign


Signed by bees
Agency: Demner, Merlicek & Bergmann / Vienna + VIE film / Vienna + Hermann Seiser Manufaktur / Vienna
Client: A. Darbo AG Category: Craft / Printing / Production - Single or Campaign


Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Craft / Art Direction - Single or Campaign


Emerging species
Agency: DDB, / Paris + Merci Michel / Paris + Eddy / Paris + Brunch Studio / Paris
Client: Hasbro Category: Craft / Art Direction - Single or Campaign


Bushfire Alert Ad
Agency: Columbus / Melbourne + BWM Dentsu / Melbourne
Client: Victorian Government Category: Digital / Banners & Pop-Ups


Shadow of War
Agency: The Martin Agency / Richmond
Client: Warner Bros Category: Digital / Banners & Pop-Ups


Fight for Territory
Agency: DDB Group New Zealand / Auckland
Client: Lion Category: Ambient Media / Billboards & Transit - Campaign


The right vegetables
Agency: Romance / Paris
Client: Intermarché Category: Ambient Media / Billboards & Transit - Campaign


IKEA´s response to Balenciaga
Agency: ACNE / Stockholm + Ikea Creative Hub / Stockholm
Client: IKEA Category: Digital / Social Media & Viral Marketing - Single


Live Moment of Silence
Agency: BBDO / New York
Client: Sandy Hook Promise Category: Digital / Social Media & Viral Marketing - Single


Live Looper
Agency: BBDO / New York + BBDO Studios / New York
Client: Downtown Records Category: Digital / Social Media & Viral Marketing - Single


Swear Like a Mother
Agency: CP+B / Boulder + Hungry Man / New York
Client: Kraft Heinz Category: Digital / Social Media & Viral Marketing - Single


Crash Test
Agency: DDB, / Paris + Stink Digital / Paris + Studio5 / Paris
Client: Sécurité Routière Category: Digital / Social Media & Viral Marketing - Single


The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC Category: Digital / Social Media & Viral Marketing - Single


Say It Tika
Agency: FCB New Zealand / Auckland/ Wellington
Client: Vodafone New Zealand Category: Digital / Social Media & Viral Marketing - Single


Not A Target Teleprompter
Agency: VML / New York + United Nations OCHA / New York
Client: United Nations Category: Digital / Social Media & Viral Marketing - Single


NEIGHBORHOODS
Agency: GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client: Sberbank of Russia Category: Craft / Data-Driven Personalization - Single or Campaign


Award:
2018 Direct Marketing Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G

Award:
2018 Direct Marketing Bronze Pencil
Agency:
SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client:
DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Title:
THE VIRTUAL CRASH BILLBOARD
Category:
Ambient Media / Billboards & Transit - Campaign
Annual ID:
OS_DI18003B

Award:
2018 Direct Marketing Gold Pencil
Agency:
BBDO / New York + The Corner Shop / New York
Client:
P&G
Title:
The Talk
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18015G

Award:
2018 Direct Marketing Gold Pencil
Agency:
Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client:
Alliance Française de Singapour
Title:
Pitching French Films To Hollywood
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18016G

Award:
2018 Direct Marketing Silver Pencil
Agency:
Droga5 / New York + Chelsea Pictures / New York
Client:
Christie's
Title:
The Last da Vinci
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18017S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
BBDO / New York + Smuggler
Client:
Sandy Hook Promise
Title:
Tomorrow's News
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18018B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Jung von Matt AG / Hamburg + Markenfilm Crossing GmbH / Hamburg + 2wei Music / Hamburg + Nordmeister / California
Client:
EDEKA ZENTRALE AG & Co. KG
Title:
The most German supermarket
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18019B

Award:
2018 Direct Marketing Silver Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI18032S

Award:
2018 Direct Marketing Gold Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18005G

Award:
2018 Direct Marketing Silver Pencil
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18006S

Award:
2018 Direct Marketing Silver Pencil
Agency:
Ogilvy Brasil / São Paulo + Bando Studio / São Paulo + Banda Sonora / São Paulo + In Press Brodeur Partners / São Paulo
Client:
IBM
Title:
The Voice of Art
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18007S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA
Client:
Hermes Pardini
Title:
VR Vaccine
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18008B

Award:
2018 Direct Marketing Silver Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI18031S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
DM9 DDB / SÃO PAULO
Client:
Ssex Bbox
Title:
KISS THE KREMLIN
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18020B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client:
Alliance Française de Singapour
Title:
Pitching French Films To Hollywood
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18021B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
DDB, / Paris + Make me Pulse / Paris
Client:
Ubisoft
Title:
A World With No Heroes
Category:
Digital / Websites & Mobile
Annual ID:
OS_DI18014B

Award:
2018 Direct Marketing Gold Pencil
Agency:
DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client:
Mars Wrigley Confectionery
Title:
Exclusive the Rainbow live event
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18009G

Award:
2018 Direct Marketing Gold Pencil
Agency:
DM9 DDB / SÃO PAULO
Client:
WALMART
Title:
PRICE ON THE JERSEY
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18010G

Award:
2018 Direct Marketing Silver Pencil
Agency:
Jung von Matt AG / Hamburg + Markenfilm Crossing GmbH / Hamburg + 2wei Music / Hamburg + Nordmeister / California
Client:
EDEKA ZENTRALE AG & Co. KG
Title:
The most German supermarket
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18011S

Award:
2018 Direct Marketing Silver Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18012S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
DAVID / Miami + Smuggler / LA
Client:
Burger King
Title:
Bullying Jr.
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18013B

Award:
2018 Direct Marketing Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Direct
Annual ID:
OS_DI18033G

Award:
2018 Direct Marketing Gold Pencil
Agency:
DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client:
Mars Wrigley Confectionery
Title:
Exclusive the Rainbow case study
Category:
Innovation in Direct
Annual ID:
OS_DI18034G

Award:
2018 Direct Marketing Silver Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Innovation in Direct
Annual ID:
OS_DI18035S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
BBH / Singapore
Client:
IKEA
Title:
The IKEA Human Catalogue
Category:
Innovation in Direct
Annual ID:
OS_DI18036B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client:
IM Swedish Development Partner
Title:
The Humanium Metal Initiative
Category:
Innovation in Direct
Annual ID:
OS_DI18037B

Award:
2018 Direct Marketing Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Guerrilla Marketing
Annual ID:
OS_DI18022G

Award:
2018 Direct Marketing Gold Pencil
Agency:
DM9 DDB / SÃO PAULO
Client:
WALMART
Title:
PRICE ON THE JERSEY
Category:
Guerrilla Marketing
Annual ID:
OS_DI18023G

Award:
2018 Direct Marketing Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Guerrilla Marketing
Annual ID:
OS_DI18024G

Award:
2018 Direct Marketing Silver Pencil
Agency:
Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client:
IM Swedish Development Partner
Title:
The Humanium Metal Initiative
Category:
Guerrilla Marketing
Annual ID:
OS_DI18025S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Grabarz & Partner Werbeagentur GmbH / Hamburg
Client:
Burger King Deutschland GmbH
Title:
Loving "It"
Category:
Guerrilla Marketing
Annual ID:
OS_DI18026B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
The Pedigree Child Replacement Programme
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18001B

Award:
2018 Direct Marketing Bronze Pencil
Agency:
DAVID / Miami + Sterling Cooper Draper Pryce / New York
Client:
The Kraft Heinz Company
Title:
Pass The Heinz
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18002B

Award:
2018 Direct Marketing Silver Pencil
Agency:
Akestam Holst / Stockholm
Client:
IKEA Sweden
Title:
IKEA Pee Ad
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18029S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
Demner, Merlicek & Bergmann / Vienna + VIE film / Vienna + Hermann Seiser Manufaktur / Vienna
Client:
A. Darbo AG
Title:
Signed by bees
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18030B

Award:
2018 Direct Marketing Silver Pencil
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18027S

Award:
2018 Direct Marketing Bronze Pencil
Agency:
DDB, / Paris + Merci Michel / Paris + Eddy / Paris + Brunch Studio / Paris
Client:
Hasbro
Title:
Emerging species
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18028B

Award:
2018 Direct Marketing Merit Award
Agency:
Columbus / Melbourne + BWM Dentsu / Melbourne
Client:
Victorian Government
Title:
Bushfire Alert Ad
Category:
Digital / Banners & Pop-Ups
Annual ID:
OS_DI18069M

Award:
2018 Direct Marketing Merit Award
Agency:
The Martin Agency / Richmond
Client:
Warner Bros
Title:
Shadow of War
Category:
Digital / Banners & Pop-Ups
Annual ID:
OS_DI18070M

Award:
2018 Direct Marketing Merit Award
Agency:
DDB Group New Zealand / Auckland
Client:
Lion
Title:
Fight for Territory
Category:
Ambient Media / Billboards & Transit - Campaign
Annual ID:
OS_DI18050M

Award:
2018 Direct Marketing Merit Award
Agency:
Romance / Paris
Client:
Intermarché
Title:
The right vegetables
Category:
Ambient Media / Billboards & Transit - Campaign
Annual ID:
OS_DI18051M

Award:
2018 Direct Marketing Merit Award
Agency:
ACNE / Stockholm + Ikea Creative Hub / Stockholm
Client:
IKEA
Title:
IKEA´s response to Balenciaga
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18071M

Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York
Client:
Sandy Hook Promise
Title:
Live Moment of Silence
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18072M

Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York + BBDO Studios / New York
Client:
Downtown Records
Title:
Live Looper
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18073M

Award:
2018 Direct Marketing Merit Award
Agency:
CP+B / Boulder + Hungry Man / New York
Client:
Kraft Heinz
Title:
Swear Like a Mother
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18074M

Award:
2018 Direct Marketing Merit Award
Agency:
DDB, / Paris + Stink Digital / Paris + Studio5 / Paris
Client:
Sécurité Routière
Title:
Crash Test
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18075M

Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18076M

Award:
2018 Direct Marketing Merit Award
Agency:
FCB New Zealand / Auckland/ Wellington
Client:
Vodafone New Zealand
Title:
Say It Tika
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18077M

Award:
2018 Direct Marketing Merit Award
Agency:
VML / New York + United Nations OCHA / New York
Client:
United Nations
Title:
Not A Target Teleprompter
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18078M
