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 Original Brushes of Edvard Munch
Agency: Abby Priest / Stockholm
Client: Adobe Category: Innovation in Direct
The Hearing Test in Disguise
Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client: Cochlear Category: Innovation in Direct
Make Your Next Move
Agency: JohnXHannes / New York + Squarespace / New York + Smuggler / New York
Client: Squarespace Category: Innovation in Direct
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Innovation in Direct
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions Category: Innovation in Direct
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland Category: Innovation in Direct
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
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland Category: Craft / Use of Digital Technology - Single or Campaign
The Colour of Corruption
Agency: GREY / SAO PAULO + GREY / LATAM + GREY / -
Client: Reclame Aqui Category: Craft / Use of Digital Technology - Single or Campaign
#Whatmakesgreat
Agency: Ogilvy UK / London
Client: IBM Category: Craft / Use of Digital Technology - Single or Campaign
Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House Category: Ambient Media / Experiential & Installations
Dead Whale
Agency: Dentsu Jayme Syfu / Makati City
Client: Greenpeace Philippines Category: Ambient Media / Experiential & Installations
Prescribed to Death
Agency: Energy BBDO / Chicago
Client: National Safety Council Category: Ambient Media / Experiential & Installations
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions 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 / Experiential & Installations
Volvo Survivor Sales Agents
Agency: We Believers / New York
Client: Volvo North Miami Category: Ambient Media / Experiential & Installations
Music Liberates Music
Agency: BBDO / New York + PhantoscopicLtd
Client: Bacardi Category: Digital / Social Media & Viral Marketing - Campaign
Responsibly the beer
Agency: McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan
Client: Ubrew Category: Digital / Social Media & Viral Marketing - Campaign
The World's First Baby Marathon
Agency: Ogilvy / Johannesburg
Client: Kimberly-Clark (Huggies) Category: Digital / Social Media & Viral Marketing - Campaign
Search
Agency: We Are Unlimited / Chicago + DDB, New York / New York
Client: McDonald's Corporation Category: Digital / Social Media & Viral Marketing - Campaign
NEIGHBORHOODS
Agency: GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client: Sberbank of Russia Category: Craft / Data-Driven Personalization - Single or Campaign
Anonymous Friend
Agency: J.Walter Thompson / Sao Paulo
Client: Alcoholics Anonymous Category: Craft / Data-Driven Personalization - Single or Campaign
YOURNALIST
Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client: EITB - Euskal Irrati Telebista Category: Craft / Data-Driven Personalization - 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
LLORENTE - The Unframed Story
Agency: DDB WORLDWIDE COLOMBIA / BOGOTA
Client: CANON COLOMBIA Category: Ambient Media / P.O.P. & In-Store - Single
The Book of Rock
Agency: AlmapBBDO / São Paulo
Client: Kiss FM Category: Craft / Art Direction - Single or Campaign
Unseen Stars
Agency: BBDO / New York + ObscuraDigital
Client: GE Category: Craft / Art Direction - Single or Campaign
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Craft / Art Direction - Single or Campaign
#Blood Normal Underwear
Agency: AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
#Blood Normal Pad
Agency: AMV BBDO / London + Fraser Muggeridge Studio / London
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Guerrilla Marketing
The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC Category: Guerrilla Marketing
Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Guerrilla Marketing
Unsuccessful ticket sample
Agency: INGO / Stockholm
Client: Folkoperan Category: Guerrilla Marketing
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Guerrilla Marketing
Weight Tag
Agency: AC mcgarrybowen / Mexico City + Americhip / Mexico City
Client: Samsonite Category: Craft / Printing / Production - Single or Campaign
The Edible Business Card
Agency: Geometry Global Japan / Tokyo
Client: Saga City Category: Craft / Printing / Production - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Agency:
Abby Priest / Stockholm
Client:
Adobe
Title:
The Original Brushes of Edvard Munch
Category:
Innovation in Direct
Annual ID:
OS_DI180104M
Award:
2018 Direct Marketing Merit Award
Agency:
Akestam Holst / Stockholm
Client:
IKEA Sweden
Title:
IKEA Pee Ad
Category:
Innovation in Direct
Annual ID:
OS_DI180105M
Award:
2018 Direct Marketing Merit Award
Agency:
CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client:
Cochlear
Title:
The Hearing Test in Disguise
Category:
Innovation in Direct
Annual ID:
OS_DI180106M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Warsaw
Client:
AXA Polska
Title:
Smart Bell
Category:
Innovation in Direct
Annual ID:
OS_DI180107M
Award:
2018 Direct Marketing Merit Award
Agency:
JohnXHannes / New York + Squarespace / New York + Smuggler / New York
Client:
Squarespace
Title:
Make Your Next Move
Category:
Innovation in Direct
Annual ID:
OS_DI180108M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Innovation in Direct
Annual ID:
OS_DI180109M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Innovation in Direct
Annual ID:
OS_DI180110M
Award:
2018 Direct Marketing Merit Award
Agency:
Rothco | Accenture Interactive / Dublin
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Innovation in Direct
Annual ID:
OS_DI180111M
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
Award:
2018 Direct Marketing Merit Award
Agency:
Rothco | Accenture Interactive / Dublin
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI180100M
Award:
2018 Direct Marketing Merit Award
Agency:
GREY / SAO PAULO + GREY / LATAM + GREY / -
Client:
Reclame Aqui
Title:
The Colour of Corruption
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI18098M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
IBM
Title:
#Whatmakesgreat
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI18099M
Award:
2018 Direct Marketing Merit Award
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18052M
Award:
2018 Direct Marketing Merit Award
Agency:
Dentsu Jayme Syfu / Makati City
Client:
Greenpeace Philippines
Title:
Dead Whale
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18053M
Award:
2018 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago
Client:
National Safety Council
Title:
Prescribed to Death
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18054M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18055M
Award:
2018 Direct Marketing Merit Award
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 / Experiential & Installations
Annual ID:
OS_DI18056M
Award:
2018 Direct Marketing Merit Award
Agency:
We Believers / New York
Client:
Volvo North Miami
Title:
Volvo Survivor Sales Agents
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18057M
Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York + PhantoscopicLtd
Client:
Bacardi
Title:
Music Liberates Music
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18079M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan
Client:
Ubrew
Title:
Responsibly the beer
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18080M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy / Johannesburg
Client:
Kimberly-Clark (Huggies)
Title:
The World's First Baby Marathon
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18081M
Award:
2018 Direct Marketing Merit Award
Agency:
We Are Unlimited / Chicago + DDB, New York / New York
Client:
McDonald's Corporation
Title:
Search
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18082M
Award:
2018 Direct Marketing Merit Award
Agency:
GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client:
Sberbank of Russia
Title:
NEIGHBORHOODS
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180101M
Award:
2018 Direct Marketing Merit Award
Agency:
J.Walter Thompson / Sao Paulo
Client:
Alcoholics Anonymous
Title:
Anonymous Friend
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180102M
Award:
2018 Direct Marketing Merit Award
Agency:
The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client:
EITB - Euskal Irrati Telebista
Title:
YOURNALIST
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180103M
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 WORLDWIDE COLOMBIA / BOGOTA
Client:
CANON COLOMBIA
Title:
LLORENTE - The Unframed Story
Category:
Ambient Media / P.O.P. & In-Store - Single
Annual ID:
OS_DI18049M
Award:
2018 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Kiss FM
Title:
The Book of Rock
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18093M
Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York + ObscuraDigital
Client:
GE
Title:
Unseen Stars
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18094M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18095M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Underwear
Category:
Guerrilla Marketing
Annual ID:
OS_DI18083M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Fraser Muggeridge Studio / London
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Pad
Category:
Guerrilla Marketing
Annual ID:
OS_DI18084M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Guerrilla Marketing
Annual ID:
OS_DI18085M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Guerrilla Marketing
Annual ID:
OS_DI18086M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Guerrilla Marketing
Annual ID:
OS_DI18087M
Award:
2018 Direct Marketing Merit Award
Agency:
GTB Brasil / São Paulo
Client:
Ford Motor Company
Title:
Safe Cap
Category:
Guerrilla Marketing
Annual ID:
OS_DI18088M
Award:
2018 Direct Marketing Merit Award
Agency:
INGO / Stockholm
Client:
Folkoperan
Title:
Unsuccessful ticket sample
Category:
Guerrilla Marketing
Annual ID:
OS_DI18089M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Guerrilla Marketing
Annual ID:
OS_DI18090M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
Paytm
Title:
Sweet Change
Category:
Guerrilla Marketing
Annual ID:
OS_DI18091M
Award:
2018 Direct Marketing Merit Award
Agency:
SID LEE / PARIS
Client:
HONDA
Title:
#hondanextdoor
Category:
Guerrilla Marketing
Annual ID:
OS_DI18092M
Award:
2018 Direct Marketing Merit Award
Agency:
AC mcgarrybowen / Mexico City + Americhip / Mexico City
Client:
Samsonite
Title:
Weight Tag
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18096M
Award:
2018 Direct Marketing Merit Award
Agency:
Geometry Global Japan / Tokyo
Client:
Saga City
Title:
The Edible Business Card
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18097M
