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

More Than A Game Agency: adam&eveDDB / London + Smuggler / London + The Mill / London + Factory / London Client: FIFA Category: Innovation in Branded Entertainment
Echo Escape Agency: AKQA / Portland + Amazon D1 / Seattle Client: Amazon Category: Innovation in Branded Entertainment
Live Looper Agency: BBDO / New York + BBDO Studios / New York Client: Downtown Records Category: Innovation in Branded Entertainment
Unseen Stars Agency: BBDO / New York + ObscuraDigital Client: GE Category: Innovation in Branded Entertainment
Re:scam Agency: DDB Group New Zealand / Auckland Client: Netsafe Category: Innovation in Branded Entertainment
More Than 70% Agency: J.Walter Thompson / Sao Paulo Client: Instituto AzMina Category: Innovation in Branded Entertainment
Détour Agency: TBWA\Media Arts Lab / London + Partizan / Paris + OMD / London Client: Apple Category: Innovation in Branded Entertainment
Quest to LEGOLAND Agency: VML / New York + The ZOO / Mountain View + MediaMonks / Hilversum Client: LEGOLAND Florida Category: Innovation in Branded Entertainment
Suburban Horror Story Agency: BBDO / Atlanta + Spitfire Studios / Atlanta Client: Street Grace Category: Experiential / Live Events
In Real Life Agency: BBDO / New York + BBDO Studios / New York Client: Monica Lewinsky Category: Experiential / Live Events
Black Supermarket Agency: Carrefour / Massy Client: Carrefour Category: Experiential / Live Events
Racing the Sun Agency: Courageous Studios / New York + CNN / New York + Grey / New York + Mindshare / New York Client: Volvo Category: Experiential / Live Events
Unboxing Agency: Forsman & Bodenfors / Gothenburg Client: Volvo Trucks Category: Experiential / Live Events
Bischöfliches Hilfswerk MISEREOR "Misereor Micro Meals" Agency: Kolle Rebbe GmbH / Hamburg Client: Bischöfliches Hilfswerk MISEREOR e. V. Category: Experiential / Live Events
The Mud Soldier Agency: Ogilvy & Social.Lab Belgium / Brussels + Sculpture Events Europe / Beerzel Client: Visit Flanders Category: Experiential / Live Events
Elton John - Farewell Yellow Brick Road Global Launch Agency: Spinifex Group / Torrance Client: Sir Elton John Category: Experiential / Live Events
Escape Train Agency: TBWA\ / Helsinki Client: VR (National Railways) Category: Experiential / Live Events
#LIFEINHEL Agency: TBWA\ / Helsinki + KLOK / Helsinki Client: Finavia Category: Experiential / Live Events
TWO GUYS GO TO CINEMA Agency: The Cyranos // McCann / Barcelona + Landia / Madrid Client: Cinemes Texas Category: Experiential / Live Events
World's Smallest KFC Agency: Wieden+Kennedy / Portland Client: KFC Category: Experiential / Live Events
Zinger Launch Agency: Wieden+Kennedy / Portland Client: KFC Category: Experiential / Live Events
VRecruitment Agency: Host/Havas / Sydney Client: Defence Force Recruiting Category: Experiential / Virtual Reality (VR)
Elton John - Farewell Yellow Brick Road Global Launch Agency: Spinifex Group / Torrance Client: Sir Elton John Category: Experiential / Virtual Reality (VR)
HIJACKED HIGHWAY Agency: McCann / Lima Client: Sodimac Homecenter Category: Location-Specific Video
Appocalypse Agency: TBWAMedia Arts Lab / Los Angeles + MJZ / Los Angeles Client: Apple Category: Location-Specific Video
Shackleton's Return Agency: INNOCEAN / Seoul Client: Hyundai Motor Company Category: Online / Long Form - Single
Above The Arctic: An Intel Drone Expedition Agency: Intel / Santa Clara Client: Agency Inside Category: Online / Long Form - Single
Christmas 2117 Agency: Jung von Matt AG / Hamburg + Sterntag / Hamburg + MJZ / London Client: EDEKA ZENTRALE AG & Co. KG Category: Online / Long Form - Single
Oddly IKEA Agency: Ogilvy / New York Client: IKEA Category: Online / Long Form - Single
LABEL OF LOVE Agency: ROSAPARK / PARIS Client: MONOPRIX Category: Online / Long Form - Single
#SheDrives Agency: TBWARAAD / Dubai U.A.E. + Made in Saudi / Jeddah, Saudi Arabia Client: Nissan Saudi Arabia Category: Online / Long Form - Single
Generations Agency: Very Agency / Copenhagen + Shoot Happens / Copenhagen Client: Volkswagen / Beetle Category: Online / Long Form - Single
Geoff Agency: Kraft Heinz Australia / Melbourne + Y&R New Zealand / Auckland + Assembly / Auckland Client: Kraft Heinz Australia Category: Online / Long Form - Single
Tomorrow's News Agency: BBDO / New York + Smuggler Client: Sandy Hook Promise Category: Online / Short Form - Single
Clean Matters :90 Agency: FCB West / San Francisco Client: Clorox Category: Online / Short Form - Single
Above the Noise Agency: HUTSLE LA / Los Angeles Client: Beats by Dr. Dre Category: Online / Short Form - Single
John Malkovich's Journey Agency: JohnXHannes / New York + Squarespace / New York + Smuggler / New York Client: Squarespace Category: Online / Short Form - Single
Intolerance: A Lactose Story Agency: lg2 / Montreal Client: Agropur - Natrel Category: Online / Short Form - Single
HBO Like a Mother Agency: Mekanism / New York + HBO Productions / New York + Cutting Room / New York Client: HBO Category: Online / Short Form - Single
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Online / Short Form - Single
Détour Agency: TBWA\Media Arts Lab / London + Partizan / Paris + OMD / London Client: Apple Category: Online / Short Form - Single
ANZ #HOLDTIGHT Agency: TBWA\Melbourne / Melbourne Client: ANZ Category: Online / Short Form - Single
Appocalypse Agency: TBWAMedia Arts Lab / Los Angeles + MJZ / Los Angeles Client: Apple Category: Online / Short Form - Single
#SistersInSweat Agency: Tool / Santa Monica + Gatorade / Chicago + TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Online / Short Form - Single
More Than Nice Agency: Young & Rubicam / New York Client: KIND Snacks Category: Online / Short Form - Single
Rule The Road Agency: Deutsch / Los Angeles + Steelhead / Los Angeles + The Mill / New York Client: Volkswagen of America Category: Mobile Apps
The Soundbook App Agency: Jung von Matt/Limmat / Zurich + Jingle Jungle / Zurich + Swiss Development GmbH / Zurich Client: NordSued Publishing House Category: Mobile Apps
My Voice Agency: McCann Worldgroup Italy / Milan + MRM//McCann / Milan + NoHup / San Giorgio di Nogaro (UD) + SDM interactive passion / Milan Client: Fondazione Nemo Category: Mobile Apps
Make It Metal Agency: Ogilvy & Mather Japan GK / Tokyo Client: Sony Music Labels (Japan) Inc. Category: Mobile Apps
Quest to LEGOLAND Agency: VML / New York + The ZOO / Mountain View + MediaMonks / Hilversum Client: LEGOLAND Florida Category: Mobile Apps

2018 Branded Entertainment Merit Award

adam&eveDDB / London + Smuggler / London + The Mill / London + Factory / London

FIFA

More Than A Game

Innovation in Branded Entertainment

OS_BE18124M

2018 Branded Entertainment Merit Award

AKQA / Portland + Amazon D1 / Seattle

Amazon

Echo Escape

Innovation in Branded Entertainment

OS_BE18125M

2018 Branded Entertainment Merit Award

BBDO / New York + BBDO Studios / New York

Downtown Records

Live Looper

Innovation in Branded Entertainment

OS_BE18126M

2018 Branded Entertainment Merit Award

BBDO / New York + ObscuraDigital

GE

Unseen Stars

Innovation in Branded Entertainment

OS_BE18127M

2018 Branded Entertainment Merit Award

DDB Group New Zealand / Auckland

Netsafe

Re:scam

Innovation in Branded Entertainment

OS_BE18128M

2018 Branded Entertainment Merit Award

J.Walter Thompson / Sao Paulo

Instituto AzMina

More Than 70%

Innovation in Branded Entertainment

OS_BE18129M

2018 Branded Entertainment Merit Award

TBWA\Media Arts Lab / London + Partizan / Paris + OMD / London

Apple

Détour

Innovation in Branded Entertainment

OS_BE18130M

2018 Branded Entertainment Merit Award

VML / New York + The ZOO / Mountain View + MediaMonks / Hilversum

LEGOLAND Florida

Quest to LEGOLAND

Innovation in Branded Entertainment

OS_BE18131M

2018 Branded Entertainment Merit Award

BBDO / Atlanta + Spitfire Studios / Atlanta

Street Grace

Suburban Horror Story

Experiential / Live Events

OS_BE18108M

2018 Branded Entertainment Merit Award

BBDO / New York + BBDO Studios / New York

Monica Lewinsky

In Real Life

Experiential / Live Events

OS_BE18109M

2018 Branded Entertainment Merit Award

Carrefour / Massy

Carrefour

Black Supermarket

Experiential / Live Events

OS_BE18110M

2018 Branded Entertainment Merit Award

Courageous Studios / New York + CNN / New York + Grey / New York + Mindshare / New York

Volvo

Racing the Sun

Experiential / Live Events

OS_BE18111M

2018 Branded Entertainment Merit Award

Forsman & Bodenfors / Gothenburg

Volvo Trucks

Unboxing

Experiential / Live Events

OS_BE18112M

2018 Branded Entertainment Merit Award

Kolle Rebbe GmbH / Hamburg

Bischöfliches Hilfswerk MISEREOR e. V.

Bischöfliches Hilfswerk MISEREOR "Misereor Micro Meals"

Experiential / Live Events

OS_BE18113M

2018 Branded Entertainment Merit Award

Ogilvy & Social.Lab Belgium / Brussels + Sculpture Events Europe / Beerzel

Visit Flanders

The Mud Soldier

Experiential / Live Events

OS_BE18114M

2018 Branded Entertainment Merit Award

Spinifex Group / Torrance

Sir Elton John

Elton John - Farewell Yellow Brick Road Global Launch

Experiential / Live Events

OS_BE18115M

2018 Branded Entertainment Merit Award

TBWA\ / Helsinki

VR (National Railways)

Escape Train

Experiential / Live Events

OS_BE18116M

2018 Branded Entertainment Merit Award

TBWA\ / Helsinki + KLOK / Helsinki

Finavia

#LIFEINHEL

Experiential / Live Events

OS_BE18117M

2018 Branded Entertainment Merit Award

The Cyranos // McCann / Barcelona + Landia / Madrid

Cinemes Texas

TWO GUYS GO TO CINEMA

Experiential / Live Events

OS_BE18118M

2018 Branded Entertainment Merit Award

Wieden+Kennedy / Portland

KFC

World's Smallest KFC

Experiential / Live Events

OS_BE18119M

2018 Branded Entertainment Merit Award

Wieden+Kennedy / Portland

KFC

Zinger Launch

Experiential / Live Events

OS_BE18120M

2018 Branded Entertainment Merit Award

Host/Havas / Sydney

Defence Force Recruiting

VRecruitment

Experiential / Virtual Reality (VR)

OS_BE18103M

2018 Branded Entertainment Merit Award

Spinifex Group / Torrance

Sir Elton John

Elton John - Farewell Yellow Brick Road Global Launch

Experiential / Virtual Reality (VR)

OS_BE18104M

2018 Branded Entertainment Merit Award

McCann / Lima

Sodimac Homecenter

HIJACKED HIGHWAY

Location-Specific Video

OS_BE18089M

2018 Branded Entertainment Merit Award

TBWAMedia Arts Lab / Los Angeles + MJZ / Los Angeles

Apple

Appocalypse

Location-Specific Video

OS_BE18090M

2018 Branded Entertainment Merit Award

INNOCEAN / Seoul

Hyundai Motor Company

Shackleton's Return

Online / Long Form - Single

OS_BE18075M

2018 Branded Entertainment Merit Award

Intel / Santa Clara

Agency Inside

Above The Arctic: An Intel Drone Expedition

Online / Long Form - Single

OS_BE18076M

2018 Branded Entertainment Merit Award

Jung von Matt AG / Hamburg + Sterntag / Hamburg + MJZ / London

EDEKA ZENTRALE AG & Co. KG

Christmas 2117

Online / Long Form - Single

OS_BE18077M

2018 Branded Entertainment Merit Award

Ogilvy / New York

IKEA

Oddly IKEA

Online / Long Form - Single

OS_BE18078M

2018 Branded Entertainment Merit Award

ROSAPARK / PARIS

MONOPRIX

LABEL OF LOVE

Online / Long Form - Single

OS_BE18079M

2018 Branded Entertainment Merit Award

TBWARAAD / Dubai U.A.E. + Made in Saudi / Jeddah, Saudi Arabia

Nissan Saudi Arabia

#SheDrives

Online / Long Form - Single

OS_BE18080M

2018 Branded Entertainment Merit Award

Very Agency / Copenhagen + Shoot Happens / Copenhagen

Volkswagen / Beetle

Generations

Online / Long Form - Single

OS_BE18081M

2018 Branded Entertainment Merit Award

Kraft Heinz Australia / Melbourne + Y&R New Zealand / Auckland + Assembly / Auckland

Kraft Heinz Australia

Geoff

Online / Long Form - Single

OS_BE18082M

2018 Branded Entertainment Merit Award

BBDO / New York + Smuggler

Sandy Hook Promise

Tomorrow's News

Online / Short Form - Single

OS_BE18056M

2018 Branded Entertainment Merit Award

FCB West / San Francisco

Clorox

Clean Matters :90

Online / Short Form - Single

OS_BE18057M

2018 Branded Entertainment Merit Award

HUTSLE LA / Los Angeles

Beats by Dr. Dre

Above the Noise

Online / Short Form - Single

OS_BE18058M

2018 Branded Entertainment Merit Award

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

Squarespace

John Malkovich's Journey

Online / Short Form - Single

OS_BE18059M

2018 Branded Entertainment Merit Award

lg2 / Montreal

Agropur - Natrel

Intolerance: A Lactose Story

Online / Short Form - Single

OS_BE18060M

2018 Branded Entertainment Merit Award

Mekanism / New York + HBO Productions / New York + Cutting Room / New York

HBO

HBO Like a Mother

Online / Short Form - Single

OS_BE18061M

2018 Branded Entertainment Merit Award

MRM//McCann / Madrid

Banco Santander

Beyond Money

Online / Short Form - Single

OS_BE18062M

2018 Branded Entertainment Merit Award

TBWA\Media Arts Lab / London + Partizan / Paris + OMD / London

Apple

Détour

Online / Short Form - Single

OS_BE18063M

2018 Branded Entertainment Merit Award

TBWA\Melbourne / Melbourne

ANZ

ANZ #HOLDTIGHT

Online / Short Form - Single

OS_BE18064M

2018 Branded Entertainment Merit Award

TBWAMedia Arts Lab / Los Angeles + MJZ / Los Angeles

Apple

Appocalypse

Online / Short Form - Single

OS_BE18065M

2018 Branded Entertainment Merit Award

Tool / Santa Monica + Gatorade / Chicago + TBWA\Chiat\Day / Los Angeles

Gatorade

#SistersInSweat

Online / Short Form - Single

OS_BE18066M

2018 Branded Entertainment Merit Award

Young & Rubicam / New York

KIND Snacks

More Than Nice

Online / Short Form - Single

OS_BE18067M

2018 Branded Entertainment Merit Award

Deutsch / Los Angeles + Steelhead / Los Angeles + The Mill / New York

Volkswagen of America

Rule The Road

Mobile Apps

OS_BE18096M

2018 Branded Entertainment Merit Award

Jung von Matt/Limmat / Zurich + Jingle Jungle / Zurich + Swiss Development GmbH / Zurich

NordSued Publishing House

The Soundbook App

Mobile Apps

OS_BE18097M

2018 Branded Entertainment Merit Award

McCann Worldgroup Italy / Milan + MRM//McCann / Milan + NoHup / San Giorgio di Nogaro (UD) + SDM interactive passion / Milan

Fondazione Nemo

My Voice

Mobile Apps

OS_BE18098M

2018 Branded Entertainment Merit Award

Ogilvy & Mather Japan GK / Tokyo

Sony Music Labels (Japan) Inc.

Make It Metal

Mobile Apps

OS_BE18099M

2018 Branded Entertainment Merit Award

VML / New York + The ZOO / Mountain View + MediaMonks / Hilversum

LEGOLAND Florida

Quest to LEGOLAND

Mobile Apps

OS_BE18100M

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