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

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
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
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
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
Share a Coke 1,000 Name Celebration Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York Client: Coca-Cola Category: Custom Content
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
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
Pedigree Selfie STIX Clip Agency: Colenso BBDO / Auckland Client: Mars Category: Physical Product
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
Snickers & BBDO: Thinking Globally, Acting Locally Agency: BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO Client: Mars Chocolate North America / Snickers Category: Penta Pencil
Burger King Agency: DAVID / Miami Client: Burger King Category: Penta Pencil
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: CMO Pencil
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Innovation in Public Relations
AAMI SmartPlates Agency: Ogilvy Australia / Melbourne Client: AAMI Category: Utility
The Talk Agency: BBDO / New York + The Corner Shop / New York Client: P&G Category: Craft - Direction / Single
Ostrich Agency: MJZ / Los Angeles + Leo Burnett / Chicago + MPC / Los Angeles Client: Samsung Category: Craft - Direction / Single
Scary Clown Night Agency: LOLA MullenLowe / Madrid + F16 Production / Madrid + Only 925 / Madrid + Vision Media / Madrid Client: Burger King Category: Experiential / Events & Competitions
Disappearing Person Alerts Agency: BWM Dentsu / Melbourne + Cox Inall Change / Melbourne Client: Queensland Police Category: Mobile Advertising
THE BEAUTY OF FOOD LOGISTICS Agency: DENTSU INC. / Tokyo Client: TOYOTA L&F Category: Promotional / Posters - Series
Lite Originals Agency: Juniper Park\TBWA Communications / Toronto Client: Miller Coors Category: Promotional / Posters - Series
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
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
The Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi Client: Ministry of Public Health, Afghanistan Category: Innovation in Design / Print
Prescribed to Death Agency: Energy BBDO / Chicago Client: National Safety Council Category: Experiential / Installations
Audi Enter Sandbox Agency: POL / OSLO + MediaMonks / Stockholm Client: Audi Category: Experiential / Virtual Reality (VR)
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
Recovery Room Agency: BBDO / New York + O Positive / New York Client: Mars Chocolate North America / Snickers Category: Craft - Writing / Single
The Talk Agency: BBDO / New York + The Corner Shop / New York Client: P&G Category: Craft - Writing / Single
Open your eyes Agency: Grey Germany / Duesseldorf Client: Terre des femmes - Menschenrechte für die Frau e.V. Category: Print & Outdoor / Print - Campaign
The Anti-Trafficking Exam Agency: Area 23, An FCB Health Network Company / New York + FCB Health / New York Client: Anonymous Client Category: Innovation in Health & Wellness
Making Gut Health Digestible Agency: Jones Knowles Ritchie / London Client: The Gut Stuff Category: Moving Image / Single
Doritos Blaze vs. MTN DEW ICE Agency: Goodby Silverstein & Partners / San Francisco Client: Doritos + Mountain Dew Category: Craft - Use of Music / Licensed / Adapted Music - Single or Campaign
Original is Never Finished Agency: Human / Santa Monica + Johannes Leonardo / New York + adidas Originals / Portland + RSA Films / Los Angeles Client: adidas Originals Category: Craft - Use of Music / Licensed / Adapted Music - Single or Campaign
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
Coverage Coalition Agency: Barton F. Graf / New York Client: Coverage Coalition Category: Real-Time Response / Activity / Crisis Communications
YOURNALIST Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona Client: EITB - Euskal Irrati Telebista Category: Use of Technology
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
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
Nosferatu Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Sound - Campaign

2018 Direct Marketing Best of Show Pencil

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

State Street Global Advisors

Fearless Girl

Ambient Media / Experiential & Installations

OS_DI18004G

2018 Branded Entertainment Best of Discipline Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Print & Outdoor Best of Discipline Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Social Influencer Marketing Best of Discipline Pencil

R/GA / New York

The Muse, Ladies Get Paid, PayScale, Reply.ai

Ask For A Raise

Influencer Marketing / Single Channel

OS_SI18001G

2018 Direct Marketing Best of Discipline Pencil

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

State Street Global Advisors

Fearless Girl

Ambient Media / Experiential & Installations

OS_DI18004G

2018 Social Media Best of Discipline Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Film Best of Discipline Pencil

Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

Procter & Gamble - Tide

It's a Tide Ad Campaign

Television / Varying Length Campaign

OS_FI18020G

2018 Cross-Platform Best of Discipline Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 UX / UI Best of Discipline Pencil

Droga5 / New York + PHD / New York + Resn / Wellington

MailChimp

Did You Mean MailChimp?

Cross-Channel / Digital / Physical Cross-Channel

OS_UX18010G

2018 Radio Best of Discipline Pencil

Fitzco//McCann / Atlanta + Casanova//McCann / New York

Coca-Cola

Share a Coke 1,000 Name Celebration

Custom Content

OS_RA18009G

2018 Design Best of Discipline Pencil

Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Public Relations Best of Discipline Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Responsive Environments Best of Discipline Pencil

TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Moving Image Craft Best of Discipline Pencil

MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles

Samsung

Ostrich

Craft - Visual Effects / Single

OS_MI18032G

2018 Health, Wellness & Pharma Best of Discipline Pencil

McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC

Ministry of Public Health, Afghanistan

Immunity Charm

Product Design / Physical Product

OS_HW18006G

2018 Intellectual Property Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

2018 Interactive Best of Discipline Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Mobile Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

2018 Penta Pencil Penta Pencil

BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO

Mars Chocolate North America / Snickers

Snickers & BBDO: Thinking Globally, Acting Locally

Penta Pencil

OS_PP18001P

2018 Penta Pencil Penta Pencil

DAVID / Miami

Burger King

Burger King

Penta Pencil

OS_PP18002P

2018 CMO Pencil CMO Pencil

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

State Street Global Advisors

Fearless Girl

CMO Pencil

OS_CM18001G

2018 Public Relations Green Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Innovation in Public Relations

OS_PR18000V

2018 Mobile Gold Pencil

Ogilvy Australia / Melbourne

AAMI

AAMI SmartPlates

Utility

OS_MO18007G

2018 Moving Image Craft Gold Pencil

BBDO / New York + The Corner Shop / New York

P&G

The Talk

Craft - Direction / Single

OS_MI18001G

2018 Moving Image Craft Gold Pencil

MJZ / Los Angeles + Leo Burnett / Chicago + MPC / Los Angeles

Samsung

Ostrich

Craft - Direction / Single

OS_MI18002G

2018 Cross-Platform Gold Pencil

LOLA MullenLowe / Madrid + F16 Production / Madrid + Only 925 / Madrid + Vision Media / Madrid

Burger King

Scary Clown Night

Experiential / Events & Competitions

OS_CP18001G

2018 Mobile Gold Pencil

BWM Dentsu / Melbourne + Cox Inall Change / Melbourne

Queensland Police

Disappearing Person Alerts

Mobile Advertising

OS_MO18011G

2018 Design Gold Pencil

DENTSU INC. / Tokyo

TOYOTA L&F

THE BEAUTY OF FOOD LOGISTICS

Promotional / Posters - Series

OS_DE18018G

2018 Design Gold Pencil

Juniper Park\TBWA Communications / Toronto

Miller Coors

Lite Originals

Promotional / Posters - Series

OS_DE18019G

2018 Branded Entertainment Gold Pencil

Hearts & Science / New York, NY + BBDO / New York + Egami Consulting Group / New York, NY + Barefoot Proximity / Cincinnati, OH

P&G

P&G My Black is Beautiful | The Talk

Broadcast / Long Form - Single

OS_BE18005G

2018 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Design Gold Pencil

McCann Worldgroup India / Mumbai + McCann Health / Delhi

Ministry of Public Health, Afghanistan

The Immunity Charm

Innovation in Design / Print

OS_DE18072G

2018 Cross-Platform Gold Pencil

Energy BBDO / Chicago

National Safety Council

Prescribed to Death

Experiential / Installations

OS_CP18003G

2018 Interactive Gold Pencil

POL / OSLO + MediaMonks / Stockholm

Audi

Audi Enter Sandbox

Experiential / Virtual Reality (VR)

OS_IN18014G

2018 Mobile Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Use of Technology / Physical Product & Mobile Integration

OS_MO18023G

2018 Mobile Gold Pencil

Philipp und Keuntje / Hamburg + RIMOWA / Cologne

RIMOWA

RIMOWA ELECTRONIC TAG

Use of Technology / Physical Product & Mobile Integration

OS_MO18024G

2018 Moving Image Craft Gold Pencil

BBDO / New York + O Positive / New York

Mars Chocolate North America / Snickers

Recovery Room

Craft - Writing / Single

OS_MI18010G

2018 Moving Image Craft Gold Pencil

BBDO / New York + The Corner Shop / New York

P&G

The Talk

Craft - Writing / Single

OS_MI18011G

2018 Health, Wellness & Pharma Gold Pencil

Grey Germany / Duesseldorf

Terre des femmes - Menschenrechte für die Frau e.V.

Open your eyes

Print & Outdoor / Print - Campaign

OS_HW18022G

2018 Health, Wellness & Pharma Gold Pencil

Area 23, An FCB Health Network Company / New York + FCB Health / New York

Anonymous Client

The Anti-Trafficking Exam

Innovation in Health & Wellness

OS_HW18025G

2018 Design Gold Pencil

Jones Knowles Ritchie / London

The Gut Stuff

Making Gut Health Digestible

Moving Image / Single

OS_DE18051G

2018 Moving Image Craft Gold Pencil

Goodby Silverstein & Partners / San Francisco

Doritos + Mountain Dew

Doritos Blaze vs. MTN DEW ICE

Craft - Use of Music / Licensed / Adapted Music - Single or Campaign

OS_MI18042G

2018 Moving Image Craft Gold Pencil

Human / Santa Monica + Johannes Leonardo / New York + adidas Originals / Portland + RSA Films / Los Angeles

adidas Originals

Original is Never Finished

Craft - Use of Music / Licensed / Adapted Music - Single or Campaign

OS_MI18043G

2018 Film Gold Pencil

Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

Procter & Gamble - Tide

It's a Tide Ad Campaign

Innovation in Film / Television / Cinema

OS_FI18045G

2018 Public Relations Gold Pencil

Barton F. Graf / New York

Coverage Coalition

Coverage Coalition

Real-Time Response / Activity / Crisis Communications

OS_PR18024G

2018 Mobile Gold Pencil

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

EITB - Euskal Irrati Telebista

YOURNALIST

Use of Technology

OS_MO18016G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather / Chicago

SC Johnson

Kiwi Portraits Completed

Publishing / Newspaper - Campaign

OS_PO18004G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather / Chicago

SC Johnson

Kiwi Portraits Completed

Publishing / Newspaper - Campaign

OS_PO18005G

2018 Cross-Platform Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Nosferatu

Craft / Sound - Campaign

OS_CP18019G

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