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.

Award

Agency

Client

Title

Category

Annual ID

The Original Brushes of Edvard Munch Agency: Abby Priest / Stockholm Client: Adobe Category: Innovation in Direct
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Innovation in Direct
The Hearing Test in Disguise Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney Client: Cochlear Category: Innovation in Direct
Smart Bell Agency: FCB / Warsaw Client: AXA Polska 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
HeroSmiths Agency: Energy BBDO / Chicago Client: Bayer Aspirin Category: Digital / Websites & Mobile
Sweden on Airbnb Agency: Forsman & Bodenfors / Gothenburg Client: Visit Sweden Category: Digital / Websites & Mobile
YOURNALIST Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona Client: EITB - Euskal Irrati Telebista Category: Digital / Websites & Mobile
The Gene Project Agency: adam&eveDDB / London + Framestore / London Client: Marmite Category: Print / Flat & Dimensional
Break Bread Smash Stigma Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto Client: Casey House Category: Print / Flat & Dimensional
2:45 without breathing Agency: DDB WORLDWIDE COLOMBIA / BOGOTA + AKIRA / BOGOTA Client: BBVA Colombia Category: Print / Flat & Dimensional
Emergency Collectibles Agency: DENTSU INC. / TOKYO Client: Kobe Shimbun Category: Print / Flat & Dimensional
Skolors Agency: F/Nazca Saatchi & Saatchi / São Paulo Client: Skol Category: Print / Flat & Dimensional
Libé des réfugiés Agency: FF / PARIS Client: Libération Category: Print / Flat & Dimensional
Palau Pledge Agency: Host/Havas / Sydney Client: Palau Legacy Project Category: Print / Flat & Dimensional
Never Unsanitary Pads Agency: Joe Public (Pty) Ltd / Bryanston Client: One School At A Time Category: Print / Flat & Dimensional
Know Your Strength Agency: Joe Public (Pty) Ltd / Johannesburg + Shift Joe Public / Johannesburg Client: Zazi Category: Print / Flat & Dimensional
The Refugee Résumé Agency: Jung von Matt / Hamburg Client: Social-Bee Category: Print / Flat & Dimensional
One Book For Peace Agency: Y&R / Dubai Client: Interreligious Council in Bosnia & Herzegovina Category: Print / Flat & Dimensional
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
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
Break Bread Smash Stigma Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto Client: Casey House Category: Ambient Media / Live Events
A Day Without Whopper Agency: DAVID / Buenos Aires + LANDIA / Buenos Aires Client: Burger King Category: Ambient Media / Live Events
HeroSmiths Agency: Energy BBDO / Chicago Client: Bayer Aspirin Category: Ambient Media / Live Events
Prescribed to Death Agency: Energy BBDO / Chicago Client: National Safety Council Category: Ambient Media / Live Events
The Biggest Sports Endorsement Deal of All Time Agency: FCB / Chicago Client: Archer+Wolf, LLC Category: Ambient Media / Live Events
#SpeedTalk Agency: Happiness / an FCB alliance / Brussels Client: Parents of road Victims Category: Ambient Media / Live Events
Robocalls from Humans Agency: Ogilvy & Mather / Chicago Client: Team Gleason Category: Ambient Media / Live Events
Desert Roulette Agency: Rethink / Toronto/Montreal/Vancouver Client: WestJet Category: Ambient Media / Live Events
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
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

2018 Direct Marketing Merit Award

Abby Priest / Stockholm

Adobe

The Original Brushes of Edvard Munch

Innovation in Direct

OS_DI180104M

2018 Direct Marketing Merit Award

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Innovation in Direct

OS_DI180105M

2018 Direct Marketing Merit Award

CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney

Cochlear

The Hearing Test in Disguise

Innovation in Direct

OS_DI180106M

2018 Direct Marketing Merit Award

FCB / Warsaw

AXA Polska

Smart Bell

Innovation in Direct

OS_DI180107M

2018 Direct Marketing Merit Award

JohnXHannes / New York + Squarespace / New York + Smuggler / New York

Squarespace

Make Your Next Move

Innovation in Direct

OS_DI180108M

2018 Direct Marketing Merit Award

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

State Street Global Advisors

Fearless Girl

Innovation in Direct

OS_DI180109M

2018 Direct Marketing Merit Award

Ogilvy & Mather / Chicago

Americans for Responsible Solutions

Bulletproof Posters

Innovation in Direct

OS_DI180110M

2018 Direct Marketing Merit Award

Rothco | Accenture Interactive / Dublin

The Times/News UK and Ireland

JFK - Unsilenced

Innovation in Direct

OS_DI180111M

2018 Direct Marketing Merit Award

Energy BBDO / Chicago

Bayer Aspirin

HeroSmiths

Digital / Websites & Mobile

OS_DI18066M

2018 Direct Marketing Merit Award

Forsman & Bodenfors / Gothenburg

Visit Sweden

Sweden on Airbnb

Digital / Websites & Mobile

OS_DI18067M

2018 Direct Marketing Merit Award

The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona

EITB - Euskal Irrati Telebista

YOURNALIST

Digital / Websites & Mobile

OS_DI18068M

2018 Direct Marketing Merit Award

adam&eveDDB / London + Framestore / London

Marmite

The Gene Project

Print / Flat & Dimensional

OS_DI18038M

2018 Direct Marketing Merit Award

Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto

Casey House

Break Bread Smash Stigma

Print / Flat & Dimensional

OS_DI18039M

2018 Direct Marketing Merit Award

DDB WORLDWIDE COLOMBIA / BOGOTA + AKIRA / BOGOTA

BBVA Colombia

2:45 without breathing

Print / Flat & Dimensional

OS_DI18040M

2018 Direct Marketing Merit Award

DENTSU INC. / TOKYO

Kobe Shimbun

Emergency Collectibles

Print / Flat & Dimensional

OS_DI18041M

2018 Direct Marketing Merit Award

F/Nazca Saatchi & Saatchi / São Paulo

Skol

Skolors

Print / Flat & Dimensional

OS_DI18042M

2018 Direct Marketing Merit Award

FF / PARIS

Libération

Libé des réfugiés

Print / Flat & Dimensional

OS_DI18043M

2018 Direct Marketing Merit Award

Host/Havas / Sydney

Palau Legacy Project

Palau Pledge

Print / Flat & Dimensional

OS_DI18044M

2018 Direct Marketing Merit Award

Joe Public (Pty) Ltd / Bryanston

One School At A Time

Never Unsanitary Pads

Print / Flat & Dimensional

OS_DI18045M

2018 Direct Marketing Merit Award

Joe Public (Pty) Ltd / Johannesburg + Shift Joe Public / Johannesburg

Zazi

Know Your Strength

Print / Flat & Dimensional

OS_DI18046M

2018 Direct Marketing Merit Award

Jung von Matt / Hamburg

Social-Bee

The Refugee Résumé

Print / Flat & Dimensional

OS_DI18047M

2018 Direct Marketing Merit Award

Y&R / Dubai

Interreligious Council in Bosnia & Herzegovina

One Book For Peace

Print / Flat & Dimensional

OS_DI18048M

2018 Direct Marketing Merit Award

DDB Group New Zealand / Auckland

Lion

Fight for Territory

Ambient Media / Billboards & Transit - Campaign

OS_DI18050M

2018 Direct Marketing Merit Award

Romance / Paris

Intermarché

The right vegetables

Ambient Media / Billboards & Transit - Campaign

OS_DI18051M

2018 Direct Marketing Merit Award

ACNE / Stockholm + Ikea Creative Hub / Stockholm

IKEA

IKEA´s response to Balenciaga

Digital / Social Media & Viral Marketing - Single

OS_DI18071M

2018 Direct Marketing Merit Award

BBDO / New York

Sandy Hook Promise

Live Moment of Silence

Digital / Social Media & Viral Marketing - Single

OS_DI18072M

2018 Direct Marketing Merit Award

BBDO / New York + BBDO Studios / New York

Downtown Records

Live Looper

Digital / Social Media & Viral Marketing - Single

OS_DI18073M

2018 Direct Marketing Merit Award

CP+B / Boulder + Hungry Man / New York

Kraft Heinz

Swear Like a Mother

Digital / Social Media & Viral Marketing - Single

OS_DI18074M

2018 Direct Marketing Merit Award

DDB, / Paris + Stink Digital / Paris + Studio5 / Paris

Sécurité Routière

Crash Test

Digital / Social Media & Viral Marketing - Single

OS_DI18075M

2018 Direct Marketing Merit Award

FCB / Chicago

Archer+Wolf, LLC

The Biggest Sports Endorsement Deal of All Time

Digital / Social Media & Viral Marketing - Single

OS_DI18076M

2018 Direct Marketing Merit Award

FCB New Zealand / Auckland/ Wellington

Vodafone New Zealand

Say It Tika

Digital / Social Media & Viral Marketing - Single

OS_DI18077M

2018 Direct Marketing Merit Award

VML / New York + United Nations OCHA / New York

United Nations

Not A Target Teleprompter

Digital / Social Media & Viral Marketing - Single

OS_DI18078M

2018 Direct Marketing Merit Award

BBDO / New York + PhantoscopicLtd

Bacardi

Music Liberates Music

Digital / Social Media & Viral Marketing - Campaign

OS_DI18079M

2018 Direct Marketing Merit Award

McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan

Ubrew

Responsibly the beer

Digital / Social Media & Viral Marketing - Campaign

OS_DI18080M

2018 Direct Marketing Merit Award

Ogilvy / Johannesburg

Kimberly-Clark (Huggies)

The World's First Baby Marathon

Digital / Social Media & Viral Marketing - Campaign

OS_DI18081M

2018 Direct Marketing Merit Award

We Are Unlimited / Chicago + DDB, New York / New York

McDonald's Corporation

Search

Digital / Social Media & Viral Marketing - Campaign

OS_DI18082M

2018 Direct Marketing Merit Award

Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto

Casey House

Break Bread Smash Stigma

Ambient Media / Live Events

OS_DI18058M

2018 Direct Marketing Merit Award

DAVID / Buenos Aires + LANDIA / Buenos Aires

Burger King

A Day Without Whopper

Ambient Media / Live Events

OS_DI18059M

2018 Direct Marketing Merit Award

Energy BBDO / Chicago

Bayer Aspirin

HeroSmiths

Ambient Media / Live Events

OS_DI18060M

2018 Direct Marketing Merit Award

Energy BBDO / Chicago

National Safety Council

Prescribed to Death

Ambient Media / Live Events

OS_DI18061M

2018 Direct Marketing Merit Award

FCB / Chicago

Archer+Wolf, LLC

The Biggest Sports Endorsement Deal of All Time

Ambient Media / Live Events

OS_DI18062M

2018 Direct Marketing Merit Award

Happiness / an FCB alliance / Brussels

Parents of road Victims

#SpeedTalk

Ambient Media / Live Events

OS_DI18063M

2018 Direct Marketing Merit Award

Ogilvy & Mather / Chicago

Team Gleason

Robocalls from Humans

Ambient Media / Live Events

OS_DI18064M

2018 Direct Marketing Merit Award

Rethink / Toronto/Montreal/Vancouver

WestJet

Desert Roulette

Ambient Media / Live Events

OS_DI18065M

2018 Direct Marketing Merit Award

Rothco | Accenture Interactive / Dublin

The Times/News UK and Ireland

JFK - Unsilenced

Craft / Use of Digital Technology - Single or Campaign

OS_DI180100M

2018 Direct Marketing Merit Award

GREY / SAO PAULO + GREY / LATAM + GREY / -

Reclame Aqui

The Colour of Corruption

Craft / Use of Digital Technology - Single or Campaign

OS_DI18098M

2018 Direct Marketing Merit Award

Ogilvy UK / London

IBM

#Whatmakesgreat

Craft / Use of Digital Technology - Single or Campaign

OS_DI18099M

2018 Direct Marketing Merit Award

GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow

Sberbank of Russia

NEIGHBORHOODS

Craft / Data-Driven Personalization - Single or Campaign

OS_DI180101M

2018 Direct Marketing Merit Award

J.Walter Thompson / Sao Paulo

Alcoholics Anonymous

Anonymous Friend

Craft / Data-Driven Personalization - Single or Campaign

OS_DI180102M

2018 Direct Marketing Merit Award

The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona

EITB - Euskal Irrati Telebista

YOURNALIST

Craft / Data-Driven Personalization - Single or Campaign

OS_DI180103M

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