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 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


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


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


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


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


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


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


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


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


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


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


LLORENTE - The Unframed Story
Agency: DDB WORLDWIDE COLOMBIA / BOGOTA
Client: CANON COLOMBIA Category: Ambient Media / P.O.P. & In-Store - Single


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


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 / 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


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 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 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 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:
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 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 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 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 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:
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 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 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 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:
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:
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 / Live Events
Annual ID:
OS_DI18058M

Award:
2018 Direct Marketing Merit Award
Agency:
DAVID / Buenos Aires + LANDIA / Buenos Aires
Client:
Burger King
Title:
A Day Without Whopper
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18059M
