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.

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
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
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
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
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
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
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
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
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
Trash Isles Agency: AMVBBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
The Truth is Hard to Find Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York Client: The New York Times Category: Craft - Editing / Campaign
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
The IKEA Human Catalogue Agency: BBH / Singapore Client: IKEA Category: Branded Social Post / Campaign
KFC Double Down - Sad Man Agency: Ogilvy / Johannesburg Client: KFC Category: Broadcast / Any Length - Campaign
The Talk Agency: BBDO / New York + The Corner Shop / New York Client: P&G Category: Cultural Driver
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Cultural Driver
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Guerrilla Marketing
PRICE ON THE JERSEY Agency: DM9 DDB / SÃO PAULO Client: WALMART Category: Guerrilla Marketing
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Guerrilla Marketing
Notes Agency: BBDO / Toronto + Skin & Bones / Toronto Client: Take Note Category: Online / Long Form - Single
An Eye Fit for Liberty Agency: Google Brand Studio / San Francisco Client: Google Category: Online / Long Form - Single
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Radio
The Truth is Hard to Find - Daniel Berehulak Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York Client: The New York Times Category: Online Films & Video / Long Form - Single
Nothing Beats a Londoner Agency: Wieden+Kennedy / London Client: Nike Category: Online Films & Video / Long Form - Single
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
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
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
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Experiential / Live Events
Fans of Love Agency: R/GA / New York Client: Ad Council Category: Experiential / Live Events
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
I'm With The Banned Agency: Spotify In-House / New York Client: Spotify Category: Online / Long Form - Campaign
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
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
The Invisible Car Agency: Commonwealth//McCann / Detroit Client: Chevrolet Category: Use of Technology
The Eclipse Case Study Agency: Nest Labs / Palo Alto Client: Nest Category: Use of Technology
The Pedigree Child Replacement Programme Agency: Colenso BBDO / Auckland Client: Mars Category: Publishing / Magazine - Campaign
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Magazine - Campaign
Nosferatu Agency: AlmapBBDO / São Paulo Client: Getty Images Category: Craft / Music / Sound
Live Looper Agency: BBDO / New York + BBDO Studios / New York Client: Downtown Records Category: Craft / Music / Sound

2018 Direct Marketing Gold 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 Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 UX / UI Gold Pencil

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

MailChimp

Did You Mean MailChimp?

Cross-Channel / Digital / Physical Cross-Channel

OS_UX18010G

2018 Radio Gold Pencil

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

Coca-Cola

Share a Coke 1,000 Name Celebration

Custom Content

OS_RA18009G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Mobile Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

2018 Intellectual Property Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

2018 Interactive Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Design Gold Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Public Relations Gold Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

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

Television / Varying Length Campaign

OS_FI18020G

2018 Responsive Environments Gold Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 Moving Image Craft Gold Pencil

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

Samsung

Ostrich

Craft - Visual Effects / Single

OS_MI18032G

2018 Health, Wellness & Pharma Gold 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 Social Media Gold Pencil

AMVBBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Social Influencer Marketing Gold Pencil

R/GA / New York

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

Ask For A Raise

Influencer Marketing / Single Channel

OS_SI18001G

2018 Moving Image Craft Gold Pencil

Droga5 / New York + Chromista / Los Angeles + The Mill / New York

The New York Times

The Truth is Hard to Find

Craft - Editing / Campaign

OS_MI18020G

2018 Design Gold Pencil

ASABA DESIGN / Tokyo + BOAT / Tokyo + grandpa / Tokyo

ISSEY MIYAKE INC.

HOMME PLISSÉ ISSEY MIYAKE CITY MEETS BODY

Craft / Art Direction - Single or Series

OS_DE18055G

2018 Design Gold Pencil

DENTSU INC. / Tokyo + amana inc. / Tokyo + TAKI CORPORATION / Tokyo

HOKKOKU SHIMBUN INC.

SUMO GIRLS 82 TECHNIQUES

Craft / Art Direction - Single or Series

OS_DE18056G

2018 Social Media Gold Pencil

BBH / Singapore

IKEA

The IKEA Human Catalogue

Branded Social Post / Campaign

OS_SM18007G

2018 Radio Gold Pencil

Ogilvy / Johannesburg

KFC

KFC Double Down - Sad Man

Broadcast / Any Length - Campaign

OS_RA18003G

2018 Cultural Driver Gold Pencil

BBDO / New York + The Corner Shop / New York

P&G

The Talk

Cultural Driver

OS_CD18001G

2018 Cultural Driver Gold Pencil

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

State Street Global Advisors

Fearless Girl

Cultural Driver

OS_CD18002G

2018 Direct Marketing Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Guerrilla Marketing

OS_DI18022G

2018 Direct Marketing Gold Pencil

DM9 DDB / SÃO PAULO

WALMART

PRICE ON THE JERSEY

Guerrilla Marketing

OS_DI18023G

2018 Direct Marketing Gold Pencil

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

State Street Global Advisors

Fearless Girl

Guerrilla Marketing

OS_DI18024G

2018 Branded Entertainment Gold Pencil

BBDO / Toronto + Skin & Bones / Toronto

Take Note

Notes

Online / Long Form - Single

OS_BE18014G

2018 Branded Entertainment Gold Pencil

Google Brand Studio / San Francisco

Google

An Eye Fit for Liberty

Online / Long Form - Single

OS_BE18015G

2018 Radio Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Radio

OS_RA18026G

2018 Film Gold Pencil

Droga5 / New York + Chromista / Los Angeles + The Mill / New York

The New York Times

The Truth is Hard to Find - Daniel Berehulak

Online Films & Video / Long Form - Single

OS_FI18024G

2018 Film Gold Pencil

Wieden+Kennedy / London

Nike

Nothing Beats a Londoner

Online Films & Video / Long Form - Single

OS_FI18025G

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 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 Print & Outdoor Gold Pencil

Colenso BBDO / Auckland

Mars

The Pedigree Child Replacement Programme

Promotional / Collateral / Posters - Campaign

OS_PO18024G

2018 Print & Outdoor Gold Pencil

DENTSU INC. / Tokyo

Shochiku co. ltd Minami-za

Eating Kabuki with your fingers.

Promotional / Collateral / Posters - Campaign

OS_PO18025G

2018 Branded Entertainment Gold Pencil

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

State Street Global Advisors

Fearless Girl

Experiential / Live Events

OS_BE18034G

2018 Branded Entertainment Gold Pencil

R/GA / New York

Ad Council

Fans of Love

Experiential / Live Events

OS_BE18035G

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 Branded Entertainment Gold Pencil

Spotify In-House / New York

Spotify

I'm With The Banned

Online / Long Form - Campaign

OS_BE18019G

2018 Print & Outdoor Gold Pencil

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

DRIEA / PARISIAN ROAD SAFETY AUTHORITY

THE VIRTUAL CRASH BILLBOARD

Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign

OS_PO18048G

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 Responsive Environments Gold Pencil

Commonwealth//McCann / Detroit

Chevrolet

The Invisible Car

Use of Technology

OS_RE18002G

2018 Responsive Environments Gold Pencil

Nest Labs / Palo Alto

Nest

The Eclipse Case Study

Use of Technology

OS_RE18003G

2018 Print & Outdoor Gold Pencil

Colenso BBDO / Auckland

Mars

The Pedigree Child Replacement Programme

Publishing / Magazine - Campaign

OS_PO18014G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Magazine - Campaign

OS_PO18015G

2018 Interactive Gold Pencil

AlmapBBDO / São Paulo

Getty Images

Nosferatu

Craft / Music / Sound

OS_IN18024G

2018 Interactive Gold Pencil

BBDO / New York + BBDO Studios / New York

Downtown Records

Live Looper

Craft / Music / Sound

OS_IN18025G

Follow Us