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


GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Innovation in Responsive Environments


To The Last Tree Standing
Agency: Ogilvy & Mather Polska / Warsaw
Client: Greenpeace Poland Category: Gaming


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


Beyond Money
Agency: MRM//McCann / Madrid
Client: Banco Santander Category: Broadcast / Long Form - Single


Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York + Resn / Wellington
Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel


Burning Stores
Agency: DAVID / Miami
Client: Burger King Category: Publishing / Newspaper - Campaign


Trash Isles
Agency: AMVBBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building


The Lioness Crest
Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client: Nike Category: Branding / Rebranding


Ask For A Raise
Agency: R/GA / New York
Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel


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


Share a Coke 1,000 Name Celebration
Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client: Coca-Cola Category: Custom Content


Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Cross-Platform / Experiential


Ostrich
Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client: Samsung Category: Craft - Visual Effects / Single


Always Be Working
Agency: KBS / New York + 1One Production / Montreal
Client: Monster.com Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign


HIJACKED HIGHWAY
Agency: McCann / Lima
Client: Sodimac Homecenter Category: Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign


TV Doctors - Even More Drama
Agency: McCann / New York + MRM//McCann / New York
Client: Cigna Category: Film / Short Form


THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY Category: Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign


Prescribed to Death
Agency: Energy BBDO / Chicago
Client: National Safety Council Category: Experiential / Installations


Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Interactive / Online


The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Innovation in Design / Print


G Active - Water Made Active
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Craft / Use of Visuals


The Eclipse Case Study
Agency: Nest Labs / Palo Alto
Client: Nest Category: Innovation in Responsive Environments


The Hearing Test in Disguise
Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client: Cochlear Category: Branded Content


Imaginary Friends Society
Agency: RPA / Santa Monica
Client: Pediatric Brain Tumor Foundation Category: Branded Content


Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York
Client: MailChimp Category: Integrated Branding


The Truth is Hard to Find
Agency: Droga5 / New York + Second Child / New York + Chromista / Los Angeles
Client: The New York Times Category: Integrated Branding


Xbox Design Lab Originals: The Fanchise Model
Agency: McCann / London + MRM/McCann / London + Craft/McCann / London
Client: Microsoft Category: Integrated Branding


Molson salutes the dépanneurs
Agency: Sid Lee / Montreal
Client: Molson Export Category: Experiential / Environmental / Ambient Media - Series


Coverage Coalition
Agency: Barton F. Graf / New York
Client: Coverage Coalition Category: Real-Time Response / Activity / Crisis Communications


Stranger's Voice
Agency: Rethink / Toronto/Montreal/Vancouver
Client: Branch Out Neurological Foundation Category: Experiential Radio


Audi Enter Sandbox
Agency: POL / OSLO + MediaMonks / Stockholm
Client: Audi Category: Experiential / Virtual Reality (VR)


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


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


More Than A Game
Agency: adam&eveDDB / London + The Mill / London + Smuggler / London + Factory / London
Client: FIFA Category: Gaming


Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Events & Experiential


The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Ambient Media / Experiential & Installations


IKEA Pee Ad
Agency: Akestam Holst / Stockholm
Client: IKEA Sweden Category: Innovation in Print & Outdoor / Print


G Active - Water Made Active
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Innovation in Design / Moving Image


#ForceofNature: Women Finding Freedom Outdoors
Agency: Edelman / Seattle
Client: REI Category: Brand Voice


More Than A Game
Agency: adam&eveDDB / London
Client: FIFA Category: Influencer Marketing / Multi-Channel


Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House Category: Influencer Marketing / Multi-Channel


Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Experiential / 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 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 Public Relations Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Myer
Title:
Give Registry
Category:
Integrated Campaign
Annual ID:
OS_PR18029G

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 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 Mobile Gold Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX
Category:
Applications
Annual ID:
OS_MO18003G

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 Intellectual Property Gold Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX Clip
Category:
Physical Product
Annual ID:
OS_IP18001G

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 Print & Outdoor Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burning Stores
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18003G

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 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 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 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 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 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 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 Print & Outdoor Gold Pencil
Agency:
KBS / New York + 1One Production / Montreal
Client:
Monster.com
Title:
Always Be Working
Category:
Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign
Annual ID:
OS_PO18039G

Award:
2018 Print & Outdoor Gold Pencil
Agency:
McCann / Lima
Client:
Sodimac Homecenter
Title:
HIJACKED HIGHWAY
Category:
Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign
Annual ID:
OS_PO18040G

Award:
2018 Health, Wellness & Pharma Gold Pencil
Agency:
McCann / New York + MRM//McCann / New York
Client:
Cigna
Title:
TV Doctors - Even More Drama
Category:
Film / Short Form
Annual ID:
OS_HW18010G

Award:
2018 Print & Outdoor Gold 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 (Indoor & Outdoor) / Experiential & Installations - Campaign
Annual ID:
OS_PO18048G

Award:
2018 Cross-Platform Gold Pencil
Agency:
Energy BBDO / Chicago
Client:
National Safety Council
Title:
Prescribed to Death
Category:
Experiential / Installations
Annual ID:
OS_CP18003G

Award:
2018 Interactive Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Interactive / Online
Annual ID:
OS_IN18032G

Award:
2018 Design Gold Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Innovation in Design / Print
Annual ID:
OS_DE18072G

Award:
2018 Social Media Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
G Active - Water Made Active
Category:
Craft / Use of Visuals
Annual ID:
OS_SM18018G

Award:
2018 Cross-Platform Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Nosferatu
Category:
Craft / Sound - Campaign
Annual ID:
OS_CP18019G

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 Health, Wellness & Pharma Gold Pencil
Agency:
CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client:
Cochlear
Title:
The Hearing Test in Disguise
Category:
Branded Content
Annual ID:
OS_HW18001G

Award:
2018 Health, Wellness & Pharma Gold Pencil
Agency:
RPA / Santa Monica
Client:
Pediatric Brain Tumor Foundation
Title:
Imaginary Friends Society
Category:
Branded Content
Annual ID:
OS_HW18002G

Award:
2018 Cross-Platform Gold Pencil
Agency:
Droga5 / New York + PHD / New York
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Integrated Branding
Annual ID:
OS_CP18004G

Award:
2018 Cross-Platform Gold Pencil
Agency:
Droga5 / New York + Second Child / New York + Chromista / Los Angeles
Client:
The New York Times
Title:
The Truth is Hard to Find
Category:
Integrated Branding
Annual ID:
OS_CP18005G

Award:
2018 Cross-Platform Gold Pencil
Agency:
McCann / London + MRM/McCann / London + Craft/McCann / London
Client:
Microsoft
Title:
Xbox Design Lab Originals: The Fanchise Model
Category:
Integrated Branding
Annual ID:
OS_CP18006G

Award:
2018 Design Gold Pencil
Agency:
Sid Lee / Montreal
Client:
Molson Export
Title:
Molson salutes the dépanneurs
Category:
Experiential / Environmental / Ambient Media - Series
Annual ID:
OS_DE18046G

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 Radio Gold Pencil
Agency:
Rethink / Toronto/Montreal/Vancouver
Client:
Branch Out Neurological Foundation
Title:
Stranger's Voice
Category:
Experiential Radio
Annual ID:
OS_RA18011G

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 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 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 Interactive Gold Pencil
Agency:
adam&eveDDB / London + The Mill / London + Smuggler / London + Factory / London
Client:
FIFA
Title:
More Than A Game
Category:
Gaming
Annual ID:
OS_IN18019G

Award:
2018 Public Relations Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Events & Experiential
Annual ID:
OS_PR18005G

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 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:
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 Public Relations Gold Pencil
Agency:
Edelman / Seattle
Client:
REI
Title:
#ForceofNature: Women Finding Freedom Outdoors
Category:
Brand Voice
Annual ID:
OS_PR18018G

Award:
2018 Public Relations Gold Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
City of Chicago
Title:
One Chicago
Category:
Brand Voice
Annual ID:
OS_PR18019G

Award:
2018 Social Influencer Marketing Gold Pencil
Agency:
adam&eveDDB / London
Client:
FIFA
Title:
More Than A Game
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SI18006G

Award:
2018 Social Influencer Marketing Gold Pencil
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SI18007G

Award:
2018 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Experiential / Live Events
Annual ID:
OS_BE18034G
