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
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
Share a Coke 1,000 Name Celebration Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York Client: Coca-Cola Category: Custom Content
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
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
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
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
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 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
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
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Experiential
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
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
Chobani Display Agency: Chobani / New York Client: Chobani® Category: Typography / Typeface Design
next Bank Agency: R/GA / Sao Paulo Client: Banco Bradesco Category: Mobile / Utility
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
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
Stories from the other side of the world Agency: BBDO Paris / Boulogne Billancourt Client: CARE France Category: Influencer Marketing / Episodic
The History of the Mausoleum of Augustus Agency: Havas / Milan Client: FONDAZIONE TIM Category: Craft / Interface Design
next Bank Agency: R/GA / Sao Paulo Client: Banco Bradesco Category: Craft / Interface Design
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
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York Client: MailChimp Category: Innovation in Branded Entertainment
Chobani Greek Yogurt Agency: Chobani / New York Client: Chobani® Category: Packaging / Mass-market
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
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
The IKEA Human Catalogue Agency: BBH / Singapore Client: IKEA Category: Branded Social Post / Campaign
Snaplications Agency: VML / Sydney Client: McDonald's Australia Category: Innovation in Social Media
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
White Hats Wanted Agency: McCann / New York + MRM//McCann / New York + Weber Shandwick / New York + Momentum WW / New York Client: U.S. Army Category: Gaming
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
Hair Nah Agency: Wieden+Kennedy / Portland Client: Hair Nah Category: Gaming
One plus One. Agency: DENTSU INC. / Tokyo Client: Ministry of Foreign Affairs of Japan Category: Craft / Printing & Paper Craft - Single or Series
The Art of Cutout, Cobwebs Agency: DENTSU INC. / Tokyo Client: OLFA Corporation Category: Craft / Printing & Paper Craft - Single or Series
UNCONTROLLED TYPES by Plotter Drawing Agency: SHA inc. / TOKYO Client: SHA inc. Category: Craft / Printing & Paper Craft - Single or Series
Re:scam Agency: DDB Group New Zealand / Auckland Client: Netsafe Category: Digital Product
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
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

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 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

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 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 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 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 Public Relations Gold Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Interactive Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Film Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's a Tide Ad Campaign

Television / Varying Length Campaign

OS_FI18020G

2018 Design Gold Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

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 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 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

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 Moving Image Craft Gold Pencil

Jung von Matt AG / Hamburg + 2wei Music / Hamburg + MJZ / London

EDEKA ZENTRALE AG & Co. KG 

Christmas 2117

Craft - Animation / Single

OS_MI18027G

2018 Moving Image Craft Gold Pencil

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

Samsung

Ostrich

Craft - Animation / Single

OS_MI18028G

2018 Design Gold Pencil

Chobani / New York

Chobani®

Chobani Display

Typography / Typeface Design

OS_DE18013G

2018 UX / UI Gold Pencil

R/GA / Sao Paulo

Banco Bradesco

next Bank

Mobile / Utility

OS_UX18005G

2018 Film Gold Pencil

AUDI / London + BBH / London + Rattling Stick / London

AUDI

CLOWNS

Cinema Advertising

OS_FI18021G

2018 Film Gold Pencil

Wieden+Kennedy / London + Time Based Arts / London

Nike

Nothing Beats a Londoner

Cinema Advertising

OS_FI18022G

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 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 UX / UI Gold Pencil

Havas / Milan

FONDAZIONE TIM

The History of the Mausoleum of Augustus

Craft / Interface Design

OS_UX18012G

2018 UX / UI Gold Pencil

R/GA / Sao Paulo

Banco Bradesco

next Bank

Craft / Interface Design

OS_UX18013G

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

Droga5 / New York + PHD / New York

MailChimp

Did You Mean MailChimp?

Innovation in Branded Entertainment

OS_BE18041G

2018 Design Gold Pencil

Chobani / New York

Chobani®

Chobani Greek Yogurt

Packaging / Mass-market

OS_DE18033G

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 Print & Outdoor Gold Pencil

KBS / New York + 1One Production / Montreal

Monster.com

Always Be Working

Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign

OS_PO18039G

2018 Print & Outdoor Gold Pencil

McCann / Lima

Sodimac Homecenter

HIJACKED HIGHWAY

Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign

OS_PO18040G

2018 Social Media Gold Pencil

BBH / Singapore

IKEA

The IKEA Human Catalogue

Branded Social Post / Campaign

OS_SM18007G

2018 Social Media Gold Pencil

VML / Sydney

McDonald's Australia

Snaplications

Innovation in Social Media

OS_SM18020G

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 Branded Entertainment Gold Pencil

McCann / New York + MRM//McCann / New York + Weber Shandwick / New York + Momentum WW / New York

U.S. Army

White Hats Wanted

Gaming

OS_BE18029G

2018 Branded Entertainment Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_BE18030G

2018 Branded Entertainment Gold Pencil

Wieden+Kennedy / Portland

Hair Nah

Hair Nah

Gaming

OS_BE18031G

2018 Design Gold Pencil

DENTSU INC. / Tokyo

Ministry of Foreign Affairs of Japan

One plus One.

Craft / Printing & Paper Craft - Single or Series

OS_DE18067G

2018 Design Gold Pencil

DENTSU INC. / Tokyo

OLFA Corporation

The Art of Cutout, Cobwebs

Craft / Printing & Paper Craft - Single or Series

OS_DE18068G

2018 Design Gold Pencil

SHA inc. / TOKYO

SHA inc.

UNCONTROLLED TYPES by Plotter Drawing

Craft / Printing & Paper Craft - Single or Series

OS_DE18069G

2018 Intellectual Property Gold Pencil

DDB Group New Zealand / Auckland

Netsafe

Re:scam

Digital Product

OS_IP18006G

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 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

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