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
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
Pedigree Selfie STIX Clip Agency: Colenso BBDO / Auckland Client: Mars Category: Physical Product
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York + Resn / Wellington Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-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
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York 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
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Experiential
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
Trash Isles Agency: AMVBBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
next Bank Agency: R/GA / Sao Paulo Client: Banco Bradesco Category: Mobile / Utility
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Innovation in Print & Outdoor / Print
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 Client: adidas Originals Category: Craft - Use of Music / Licensed / Adapted Music - Single or 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
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
The Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi Client: Ministry of Public Health, Afghanistan Category: Physical Product
Prescribed to Death Agency: Energy BBDO / Chicago Client: National Safety Council Category: Craft / Dynamic Data Visualization
The Hearing Test in Disguise Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney + The Glue Society Studios / Sydney + Noise International / Sydney Client: Cochlear Category: Craft - Innovation in Moving Image Craft / Audio
JFK - Unsilenced Agency: Rothco | Accenture Interactive / Dublin Client: The Times/News UK and Ireland Category: Craft - Innovation in Moving Image Craft / Audio
The Truth is Hard to Find - Daniel Berehulak Agency: Droga5 / New York + Chromista / Los Angeles Client: 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
Intel Drone Light Show at The Olympics Agency: Intel / Santa Clara Client: Intel Category: Innovation in Design / Experiential / Environmental
AAMI SmartPlates Agency: Ogilvy Australia / Melbourne Client: AAMI Category: Utility
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Interactive / Online
KFC Double Down - Sad Man Agency: Ogilvy / Johannesburg Client: KFC Category: Broadcast / Any Length - Campaign
Chobani Greek Yogurt Agency: Chobani / New York Client: ChobaniĀ® Category: Packaging / Mass-market
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Mobile Apps
LA Original Agency: 72andSunny / Los Angeles Client: Mayor's Fund for Los Angeles Category: Craft / Art Direction - Campaign
G Active - Water Made Active Agency: TBWA\Chiat\Day, / Los Angeles Client: Gatorade Category: Craft / Use of Visuals
Stranger's Voice Agency: Rethink / Toronto/Montreal/Vancouver Client: Branch Out Neurological Foundation Category: Experiential Radio
Xbox Design Lab Originals: The Fanchise Model Agency: McCann / London + MRM/McCann / London + Craft/McCann / London + Ayzenberg / Seattle Client: Microsoft Category: User-Generated Campaign
Re:scam Agency: DDB Group New Zealand / Auckland Client: Netsafe Category: Digital Design
The Truth is Hard to Find Agency: Droga5 / New York + Chromista / Los Angeles Client: New York Times Category: Under 100K Budget
Stories from the other side of the world Agency: BBDO Paris / Boulogne Billancourt Client: CARE France Category: Influencer Marketing / Episodic
Re:scam Agency: DDB Group New Zealand / Auckland Client: Netsafe Category: Digital Product
Intel Drone Light Show at The Olympics Agency: Intel / Santa Clara Client: Intel Category: Craft - Innovation in Moving Image Craft / Visual
G Active - Water Made Active Agency: TBWA\Chiat\Day, / Los Angeles Client: Gatorade Category: Craft - Innovation in Moving Image Craft / Visual
Audi Enter Sandbox Agency: POL / OSLO + Mediamonks / Stockholm Client: Audi Category: Experiential / Virtual Reality (VR)
#ForceofNature: Women Finding Freedom Outdoors Agency: Edelman / Seattle Client: REI Category: Brand Voice
One Chicago Agency: Ogilvy & Mather / Chicago Client: City of Chicago Category: Brand Voice

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 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

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

Samsung

Ostrich

Craft - Visual Effects / Single

OS_MI18032G

2018 Intellectual Property Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

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 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 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Film Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's a Tide Ad Campaign

Television / Varying Length Campaign

OS_FI18020G

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 Responsive Environments Gold Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Interactive Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Public Relations Gold Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 Design Gold Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Mobile Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

2018 Social Media Gold Pencil

AMVBBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 UX / UI Gold Pencil

R/GA / Sao Paulo

Banco Bradesco

next Bank

Mobile / Utility

OS_UX18005G

2018 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Innovation in Print & Outdoor / Print

OS_PO18071G

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

adidas Originals

Original is Never Finished

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

OS_MI18043G

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 Social Influencer Marketing Gold Pencil

adam&eveDDB / London

FIFA

More Than A Game

Influencer Marketing / Multi-Channel

OS_SI18006G

2018 Social Influencer Marketing Gold Pencil

Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto

Casey House

Break Bread Smash Stigma

Influencer Marketing / Multi-Channel

OS_SI18007G

2018 Intellectual Property Gold Pencil

McCann Worldgroup India / Mumbai + McCann Health / Delhi

Ministry of Public Health, Afghanistan

The Immunity Charm

Physical Product

OS_IP18002G

2018 Responsive Environments Gold Pencil

Energy BBDO / Chicago

National Safety Council

Prescribed to Death

Craft / Dynamic Data Visualization

OS_RE18008G

2018 Moving Image Craft Gold Pencil

CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney + The Glue Society Studios / Sydney + Noise International / Sydney

Cochlear

The Hearing Test in Disguise

Craft - Innovation in Moving Image Craft / Audio

OS_MI18053G

2018 Moving Image Craft Gold Pencil

Rothco | Accenture Interactive / Dublin

The Times/News UK and Ireland

JFK - Unsilenced

Craft - Innovation in Moving Image Craft / Audio

OS_MI18054G

2018 Film Gold Pencil

Droga5 / New York + Chromista / Los Angeles

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 Design Gold Pencil

Intel / Santa Clara

Intel

Intel Drone Light Show at The Olympics

Innovation in Design / Experiential / Environmental

OS_DE18073G

2018 Mobile Gold Pencil

Ogilvy Australia / Melbourne

AAMI

AAMI SmartPlates

Utility

OS_MO18007G

2018 Interactive Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Interactive / Online

OS_IN18032G

2018 Radio Gold Pencil

Ogilvy / Johannesburg

KFC

KFC Double Down - Sad Man

Broadcast / Any Length - Campaign

OS_RA18003G

2018 Design Gold Pencil

Chobani / New York

ChobaniĀ®

Chobani Greek Yogurt

Packaging / Mass-market

OS_DE18033G

2018 Branded Entertainment Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Mobile Apps

OS_BE18028G

2018 Cross-Platform Gold Pencil

72andSunny / Los Angeles

Mayor's Fund for Los Angeles

LA Original

Craft / Art Direction - Campaign

OS_CP18017G

2018 Social Media Gold Pencil

TBWA\Chiat\Day, / Los Angeles

Gatorade

G Active - Water Made Active

Craft / Use of Visuals

OS_SM18018G

2018 Radio Gold Pencil

Rethink / Toronto/Montreal/Vancouver

Branch Out Neurological Foundation

Stranger's Voice

Experiential Radio

OS_RA18011G

2018 Print & Outdoor Gold Pencil

McCann / London + MRM/McCann / London + Craft/McCann / London + Ayzenberg / Seattle

Microsoft

Xbox Design Lab Originals: The Fanchise Model

User-Generated Campaign

OS_PO18051G

2018 Design Gold Pencil

DDB Group New Zealand / Auckland

Netsafe

Re:scam

Digital Design

OS_DE18043G

2018 Film Gold Pencil

Droga5 / New York + Chromista / Los Angeles

New York Times

The Truth is Hard to Find

Under 100K Budget

OS_FI18040G

2018 Social Influencer Marketing Gold Pencil

BBDO Paris / Boulogne Billancourt

CARE France

Stories from the other side of the world

Influencer Marketing / Episodic

OS_SI18011G

2018 Intellectual Property Gold Pencil

DDB Group New Zealand / Auckland

Netsafe

Re:scam

Digital Product

OS_IP18006G

2018 Moving Image Craft Gold Pencil

Intel / Santa Clara

Intel

Intel Drone Light Show at The Olympics

Craft - Innovation in Moving Image Craft / Visual

OS_MI18049G

2018 Moving Image Craft Gold Pencil

TBWA\Chiat\Day, / Los Angeles

Gatorade

G Active - Water Made Active

Craft - Innovation in Moving Image Craft / Visual

OS_MI18050G

2018 Interactive Gold Pencil

POL / OSLO + Mediamonks / Stockholm

Audi

Audi Enter Sandbox

Experiential / Virtual Reality (VR)

OS_IN18014G

2018 Public Relations Gold Pencil

Edelman / Seattle

REI

#ForceofNature: Women Finding Freedom Outdoors

Brand Voice

OS_PR18018G

2018 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

City of Chicago

One Chicago

Brand Voice

OS_PR18019G

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