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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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
Beyond Money
Agency: MRM//McCann / Madrid
Client: Banco Santander Category: Broadcast / Long Form - Single
Burning Stores
Agency: DAVID / Miami
Client: Burger King Category: Publishing / Newspaper - Campaign
GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Innovation in Responsive Environments
Ask For A Raise
Agency: R/GA / New York
Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC
Client: Ministry of Public Health, Afghanistan Category: Product Design / Physical Product
Ostrich
Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client: Samsung Category: Craft - Visual Effects / Single
Share a Coke 1,000 Name Celebration
Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client: Coca-Cola Category: Custom Content
Trash Isles
Agency: AMVBBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Cross-Platform / Experiential
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York + Resn / Wellington
Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
To The Last Tree Standing
Agency: Ogilvy & Mather Polska / Warsaw
Client: Greenpeace Poland Category: Gaming
It's a Tide Ad Campaign
Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client: Procter & Gamble - Tide Category: Television / Varying Length Campaign
The Lioness Crest
Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client: Nike Category: Branding / Rebranding
P&G My Black is Beautiful | The Talk
Agency: Hearts & Science / New York, NY + BBDO / New York + Egami Consulting Group / New York, NY + Barefoot Proximity / Cincinnati, OH
Client: P&G Category: Broadcast / Long Form - Single
Audi Enter Sandbox
Agency: POL / OSLO + MediaMonks / Stockholm
Client: Audi Category: Experiential / Virtual Reality (VR)
IKEA Pee Ad
Agency: Akestam Holst / Stockholm
Client: IKEA Sweden Category: Innovation in Print & Outdoor / Print
Intel Drone Light Show at The Olympics
Agency: Intel / Santa Clara
Client: Intel Category: Innovation in Design / Experiential / Environmental
KFC Double Down - Sad Man
Agency: Ogilvy / Johannesburg
Client: KFC Category: Craft / Writing - Campaign
G Active - Water Made Active
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Innovation in Design / Moving Image
CLOWNS
Agency: AUDI / London + BBH / London + Rattling Stick / London
Client: AUDI Category: Cinema Advertising
Nothing Beats a Londoner
Agency: Wieden+Kennedy / London + Time Based Arts / London
Client: Nike Category: Cinema Advertising
Christmas 2117
Agency: Jung von Matt AG / Hamburg + 2wei Music / Hamburg + MJZ / London
Client: EDEKA ZENTRALE AG & Co. KG Category: Craft - Animation / Single
Ostrich
Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client: Samsung Category: Craft - Animation / Single
Snaplications
Agency: VML / Sydney
Client: McDonald's Australia Category: Social Engagement / User-Generated Content
It's a Tide Ad Campaign
Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client: Procter & Gamble - Tide Category: Innovation in Film / Television / Cinema
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: CMO Pencil
Kiwi Portraits Completed
Agency: Ogilvy & Mather / Chicago
Client: SC Johnson Category: Publishing / Newspaper - Campaign
Kiwi Portraits Completed
Agency: Ogilvy & Mather / Chicago
Client: SC Johnson Category: Publishing / Newspaper - Campaign
The Eclipse Case Study
Agency: Nest Labs / Palo Alto
Client: Nest Category: Innovation in Responsive Environments
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Ambient Media / Experiential & Installations
Making Gut Health Digestible
Agency: Jones Knowles Ritchie / London
Client: The Gut Stuff Category: Moving Image / Single
HOMME PLISSÉ ISSEY MIYAKE CITY MEETS BODY
Agency: ASABA DESIGN / Tokyo + BOAT / Tokyo + grandpa / Tokyo
Client: ISSEY MIYAKE INC. Category: Craft / Art Direction - Single or Series
SUMO GIRLS 82 TECHNIQUES
Agency: DENTSU INC. / Tokyo + amana inc. / Tokyo + TAKI CORPORATION / Tokyo
Client: HOKKOKU SHIMBUN INC. Category: Craft / Art Direction - Single or Series
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York
Client: MailChimp Category: Innovation in Branded Entertainment
KFC Double Down - Sad Man
Agency: Ogilvy / Johannesburg
Client: KFC Category: Broadcast / Any Length - Campaign
I'm With The Banned
Agency: Spotify In-House / New York
Client: Spotify Category: Online / Long Form - Campaign
The Pedigree Child Replacement Programme
Agency: Colenso BBDO / Auckland
Client: Mars Category: Promotional / Collateral / Posters - Campaign
Eating Kabuki with your fingers.
Agency: DENTSU INC. / Tokyo
Client: Shochiku co. ltd Minami-za Category: Promotional / Collateral / Posters - Campaign
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Use of Technology / Physical Product & Mobile Integration
RIMOWA ELECTRONIC TAG
Agency: Philipp und Keuntje / Hamburg + RIMOWA / Cologne
Client: RIMOWA Category: Use of Technology / Physical Product & Mobile Integration
SOUNDS OF TRAUMA
Agency: Herezie Group / Paris
Client: DAVID LYNCH FOUNDATION Category: Craft - Sound Design / Single
Coverage Coalition
Agency: Barton F. Graf / New York
Client: Coverage Coalition Category: Real-Time Response / Activity / Crisis Communications
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Innovation in Print & Outdoor / Ambient Media
Live Looper
Agency: BBDO / New York + BBDO Studios / New York
Client: Downtown Records Category: Craft / Music / Sound
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 Branded Entertainment Gold Pencil
Agency:
MRM//McCann / Madrid
Client:
Banco Santander
Title:
Beyond Money
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18006G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burning Stores
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18003G
Award:
2018 Responsive Environments Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18010G
Award:
2018 Social Influencer Marketing Gold Pencil
Agency:
R/GA / New York
Client:
The Muse, Ladies Get Paid, PayScale, Reply.ai
Title:
Ask For A Raise
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SI18001G
Award:
2018 Health, Wellness & Pharma Gold Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC
Client:
Ministry of Public Health, Afghanistan
Title:
Immunity Charm
Category:
Product Design / Physical Product
Annual ID:
OS_HW18006G
Award:
2018 Public Relations Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Myer
Title:
Give Registry
Category:
Integrated Campaign
Annual ID:
OS_PR18029G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client:
Samsung
Title:
Ostrich
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI18032G
Award:
2018 Radio Gold Pencil
Agency:
Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client:
Coca-Cola
Title:
Share a Coke 1,000 Name Celebration
Category:
Custom Content
Annual ID:
OS_RA18009G
Award:
2018 Social Media Gold Pencil
Agency:
AMVBBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Social Engagement / Community Building
Annual ID:
OS_SM18013G
Award:
2018 Cross-Platform Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Cross-Platform / Experiential
Annual ID:
OS_CP18020G
Award:
2018 Mobile Gold Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX
Category:
Applications
Annual ID:
OS_MO18003G
Award:
2018 UX / UI Gold Pencil
Agency:
Droga5 / New York + PHD / New York + Resn / Wellington
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX18010G
Award:
2018 Interactive Gold Pencil
Agency:
Ogilvy & Mather Polska / Warsaw
Client:
Greenpeace Poland
Title:
To The Last Tree Standing
Category:
Gaming
Annual ID:
OS_IN18020G
Award:
2018 Film Gold Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's a Tide Ad Campaign
Category:
Television / Varying Length Campaign
Annual ID:
OS_FI18020G
Award:
2018 Design Gold Pencil
Agency:
Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client:
Nike
Title:
The Lioness Crest
Category:
Branding / Rebranding
Annual ID:
OS_DE18008G
Award:
2018 Intellectual Property Gold Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX Clip
Category:
Physical Product
Annual ID:
OS_IP18001G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
Hearts & Science / New York, NY + BBDO / New York + Egami Consulting Group / New York, NY + Barefoot Proximity / Cincinnati, OH
Client:
P&G
Title:
P&G My Black is Beautiful | The Talk
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18005G
Award:
2018 Interactive Gold Pencil
Agency:
POL / OSLO + MediaMonks / Stockholm
Client:
Audi
Title:
Audi Enter Sandbox
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_IN18014G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
Akestam Holst / Stockholm
Client:
IKEA Sweden
Title:
IKEA Pee Ad
Category:
Innovation in Print & Outdoor / Print
Annual ID:
OS_PO18071G
Award:
2018 Design Gold Pencil
Agency:
Intel / Santa Clara
Client:
Intel
Title:
Intel Drone Light Show at The Olympics
Category:
Innovation in Design / Experiential / Environmental
Annual ID:
OS_DE18073G
Award:
2018 Radio Gold Pencil
Agency:
Ogilvy / Johannesburg
Client:
KFC
Title:
KFC Double Down - Sad Man
Category:
Craft / Writing - Campaign
Annual ID:
OS_RA18017G
Award:
2018 Design Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
G Active - Water Made Active
Category:
Innovation in Design / Moving Image
Annual ID:
OS_DE18074G
Award:
2018 Film Gold Pencil
Agency:
AUDI / London + BBH / London + Rattling Stick / London
Client:
AUDI
Title:
CLOWNS
Category:
Cinema Advertising
Annual ID:
OS_FI18021G
Award:
2018 Film Gold Pencil
Agency:
Wieden+Kennedy / London + Time Based Arts / London
Client:
Nike
Title:
Nothing Beats a Londoner
Category:
Cinema Advertising
Annual ID:
OS_FI18022G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Jung von Matt AG / Hamburg + 2wei Music / Hamburg + MJZ / London
Client:
EDEKA ZENTRALE AG & Co. KG
Title:
Christmas 2117
Category:
Craft - Animation / Single
Annual ID:
OS_MI18027G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client:
Samsung
Title:
Ostrich
Category:
Craft - Animation / Single
Annual ID:
OS_MI18028G
Award:
2018 Social Media Gold Pencil
Agency:
VML / Sydney
Client:
McDonald's Australia
Title:
Snaplications
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM18011G
Award:
2018 Film Gold Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's a Tide Ad Campaign
Category:
Innovation in Film / Television / Cinema
Annual ID:
OS_FI18045G
Award:
2018 CMO Pencil Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
CMO Pencil
Annual ID:
OS_CMO18001G
Award:
2018 UX / UI Gold Pencil
Agency:
R/GA / Sao Paulo
Client:
Banco Bradesco
Title:
next Bank
Category:
Mobile / Utility
Annual ID:
OS_UX18005G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
SC Johnson
Title:
Kiwi Portraits Completed
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18004G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
SC Johnson
Title:
Kiwi Portraits Completed
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18005G
Award:
2018 Responsive Environments Gold Pencil
Agency:
Nest Labs / Palo Alto
Client:
Nest
Title:
The Eclipse Case Study
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18009G
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 Design Gold Pencil
Agency:
Jones Knowles Ritchie / London
Client:
The Gut Stuff
Title:
Making Gut Health Digestible
Category:
Moving Image / Single
Annual ID:
OS_DE18051G
Award:
2018 Design Gold Pencil
Agency:
ASABA DESIGN / Tokyo + BOAT / Tokyo + grandpa / Tokyo
Client:
ISSEY MIYAKE INC.
Title:
HOMME PLISSÉ ISSEY MIYAKE CITY MEETS BODY
Category:
Craft / Art Direction - Single or Series
Annual ID:
OS_DE18055G
Award:
2018 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + amana inc. / Tokyo + TAKI CORPORATION / Tokyo
Client:
HOKKOKU SHIMBUN INC.
Title:
SUMO GIRLS 82 TECHNIQUES
Category:
Craft / Art Direction - Single or Series
Annual ID:
OS_DE18056G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
Droga5 / New York + PHD / New York
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE18041G
Award:
2018 Radio Gold Pencil
Agency:
Ogilvy / Johannesburg
Client:
KFC
Title:
KFC Double Down - Sad Man
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA18003G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
I'm With The Banned
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE18019G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
The Pedigree Child Replacement Programme
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO18024G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Shochiku co. ltd Minami-za
Title:
Eating Kabuki with your fingers.
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO18025G
Award:
2018 Mobile Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO18023G
Award:
2018 Mobile Gold Pencil
Agency:
Philipp und Keuntje / Hamburg + RIMOWA / Cologne
Client:
RIMOWA
Title:
RIMOWA ELECTRONIC TAG
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO18024G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Herezie Group / Paris
Client:
DAVID LYNCH FOUNDATION
Title:
SOUNDS OF TRAUMA
Category:
Craft - Sound Design / Single
Annual ID:
OS_MI18035G
Award:
2018 Public Relations Gold Pencil
Agency:
Barton F. Graf / New York
Client:
Coverage Coalition
Title:
Coverage Coalition
Category:
Real-Time Response / Activity / Crisis Communications
Annual ID:
OS_PR18024G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Innovation in Print & Outdoor / Ambient Media
Annual ID:
OS_PO18072G
Award:
2018 Interactive Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Nosferatu
Category:
Craft / Music / Sound
Annual ID:
OS_IN18024G
Award:
2018 Interactive Gold Pencil
Agency:
BBDO / New York + BBDO Studios / New York
Client:
Downtown Records
Title:
Live Looper
Category:
Craft / Music / Sound
Annual ID:
OS_IN18025G
