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

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
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
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 / 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
#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
Safe Cap Agency: GTB Brasil / São Paulo Client: Ford Motor Company 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
Sweet Change Agency: McCann Worldgroup India / Mumbai Client: Paytm Category: Guerrilla Marketing
#hondanextdoor Agency: SID LEE / PARIS Client: HONDA Category: Guerrilla Marketing
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
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
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

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

AC mcgarrybowen / Mexico City + Americhip / Mexico City

Samsonite

Weight Tag

Craft / Printing / Production - Single or Campaign

OS_DI18096M

2018 Direct Marketing Merit Award

Geometry Global Japan / Tokyo

Saga City

The Edible Business Card

Craft / Printing / Production - Single or Campaign

OS_DI18097M

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 / Experiential & Installations

OS_DI18052M

2018 Direct Marketing Merit Award

Dentsu Jayme Syfu / Makati City

Greenpeace Philippines

Dead Whale

Ambient Media / Experiential & Installations

OS_DI18053M

2018 Direct Marketing Merit Award

Energy BBDO / Chicago

National Safety Council

Prescribed to Death

Ambient Media / Experiential & Installations

OS_DI18054M

2018 Direct Marketing Merit Award

Ogilvy & Mather / Chicago

Americans for Responsible Solutions

Bulletproof Posters

Ambient Media / Experiential & Installations

OS_DI18055M

2018 Direct Marketing Merit Award

SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris

DRIEA / PARISIAN ROAD SAFETY AUTHORITY

THE VIRTUAL CRASH BILLBOARD

Ambient Media / Experiential & Installations

OS_DI18056M

2018 Direct Marketing Merit Award

We Believers / New York

Volvo North Miami

Volvo Survivor Sales Agents

Ambient Media / Experiential & Installations

OS_DI18057M

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

AMV BBDO / London + Anais Albar / Paris + Dessu / Paris

Essity Libresse Bodyform

#Blood Normal Underwear

Guerrilla Marketing

OS_DI18083M

2018 Direct Marketing Merit Award

AMV BBDO / London + Fraser Muggeridge Studio / London

Essity Libresse Bodyform

#Blood Normal Pad

Guerrilla Marketing

OS_DI18084M

2018 Direct Marketing Merit Award

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Guerrilla Marketing

OS_DI18085M

2018 Direct Marketing Merit Award

FCB / Chicago

Archer+Wolf, LLC

The Biggest Sports Endorsement Deal of All Time

Guerrilla Marketing

OS_DI18086M

2018 Direct Marketing Merit Award

FCB / Chicago

Illinois Council Against Handgun Violence

Teddy Gun

Guerrilla Marketing

OS_DI18087M

2018 Direct Marketing Merit Award

GTB Brasil / São Paulo

Ford Motor Company

Safe Cap

Guerrilla Marketing

OS_DI18088M

2018 Direct Marketing Merit Award

INGO / Stockholm

Folkoperan

Unsuccessful ticket sample

Guerrilla Marketing

OS_DI18089M

2018 Direct Marketing Merit Award

McCann Worldgroup India / Mumbai + McCann Health / Delhi

Ministry of Public Health, Afghanistan

The Immunity Charm

Guerrilla Marketing

OS_DI18090M

2018 Direct Marketing Merit Award

McCann Worldgroup India / Mumbai

Paytm

Sweet Change

Guerrilla Marketing

OS_DI18091M

2018 Direct Marketing Merit Award

SID LEE / PARIS

HONDA

#hondanextdoor

Guerrilla Marketing

OS_DI18092M

2018 Direct Marketing Merit Award

AlmapBBDO / São Paulo

Kiss FM

The Book of Rock

Craft / Art Direction - Single or Campaign

OS_DI18093M

2018 Direct Marketing Merit Award

BBDO / New York + ObscuraDigital

GE

Unseen Stars

Craft / Art Direction - Single or Campaign

OS_DI18094M

2018 Direct Marketing Merit Award

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

State Street Global Advisors

Fearless Girl

Craft / Art Direction - Single or Campaign

OS_DI18095M

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

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

Follow Us