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
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
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
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - 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
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Television / Varying Length Campaign
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York + Resn / Wellington Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
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
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
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
LA Original Agency: 72andSunny / Los Angeles Client: Mayor's Fund for Los Angeles Category: Craft / Art Direction - Campaign
The Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi Client: Ministry of Public Health, Afghanistan Category: Ambient Media / Experiential & Installations
SickKids VS - All In Agency: Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + PrimeTime Music Rights / Montreal Client: SickKids Foundation Category: Film / Long Form
Clash Royale Campaign Agency: Psyop / New York + Barton F. Graf / New York Client: Supercell Category: Craft - Animation / Campaign
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Interactive / Online
Anything But Sorry Agency: FCB Canada / Toronto Client: Canadian Down Syndrome Society Category: Community Building
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
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
YOURNALIST Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona Client: EITB - Euskal Irrati Telebista Category: Applications
Original Is Never Finished Agency: EXILE / New York + Johannes Leonardo / New York Client: Adidas Category: Craft - Editing / Single
Nothing Beats A Londoner Agency: Final Cut / London + Wieden+Kennedy / London + Riff Raff / London Client: Nike Category: Craft - Editing / Single
Fearless Girl Agency: McCann / New York + Traction Creative / New York + Visbal Sculpture, Inc / Delaware Client: State Street Global Advisors Category: Experiential / Environmental / Ambient Media - Single
Snaplications Agency: VML / Sydney Client: McDonald's Australia Category: Innovation in Social Media
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Social Engagement / Community Building
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Social Engagement / Community Building
The Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi Client: Ministry of Public Health, Afghanistan Category: Physical Product
next Bank Agency: R/GA / Sao Paulo Client: Banco Bradesco Category: Mobile / Utility
I'm With The Banned Agency: Spotify In-House / New York Client: Spotify Category: Online / Long Form - Campaign
Young Thug - Wyclef Jean Agency: Pomp&Clout / Brooklyn Client: Atlantic Records Category: Music Videos
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
One Chicago Agency: Ogilvy & Mather / Chicago Client: City of Chicago Category: Reputation Management
Snaplications Agency: VML / Sydney Client: McDonald's Australia Category: Social Engagement / User-Generated Content
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Publishing / Magazine - 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
VR Vaccine Agency: Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA Client: Hermes Pardini Category: Digital / Use of Technology
Prescribed to Death Agency: Energy BBDO / Chicago Client: National Safety Council Category: Craft / Dynamic Data Visualization

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 Public Relations Gold Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

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 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 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

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 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 Film Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's a Tide Ad Campaign

Television / Varying Length Campaign

OS_FI18020G

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 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 Interactive Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

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 Responsive Environments Gold Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Design Gold Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

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 Cross-Platform Gold Pencil

72andSunny / Los Angeles

Mayor's Fund for Los Angeles

LA Original

Craft / Art Direction - Campaign

OS_CP18017G

2018 Direct Marketing Gold Pencil

McCann Worldgroup India / Mumbai + McCann Health / Delhi

Ministry of Public Health, Afghanistan

The Immunity Charm

Ambient Media / Experiential & Installations

OS_DI18005G

2018 Health, Wellness & Pharma Gold Pencil

Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + PrimeTime Music Rights / Montreal

SickKids Foundation

SickKids VS - All In

Film / Long Form

OS_HW18013G

2018 Moving Image Craft Gold Pencil

Psyop / New York + Barton F. Graf / New York

Supercell

Clash Royale Campaign

Craft - Animation / Campaign

OS_MI18030G

2018 Interactive Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Interactive / Online

OS_IN18032G

2018 Public Relations Gold Pencil

FCB Canada / Toronto

Canadian Down Syndrome Society

Anything But Sorry

Community Building

OS_PR18013G

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 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 Mobile Gold Pencil

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

EITB - Euskal Irrati Telebista

YOURNALIST

Applications

OS_MO18004G

2018 Moving Image Craft Gold Pencil

EXILE / New York + Johannes Leonardo / New York

Adidas

Original Is Never Finished

Craft - Editing / Single

OS_MI18017G

2018 Moving Image Craft Gold Pencil

Final Cut / London + Wieden+Kennedy / London + Riff Raff / London

Nike

Nothing Beats A Londoner

Craft - Editing / Single

OS_MI18018G

2018 Design Gold Pencil

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

State Street Global Advisors

Fearless Girl

Experiential / Environmental / Ambient Media - Single

OS_DE18045G

2018 Social Media Gold Pencil

VML / Sydney

McDonald's Australia

Snaplications

Innovation in Social Media

OS_SM18020G

2018 Social Media Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Social Engagement / Community Building

OS_SM18014G

2018 Social Media Gold Pencil

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

State Street Global Advisors

Fearless Girl

Social Engagement / Community Building

OS_SM18015G

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 UX / UI Gold Pencil

R/GA / Sao Paulo

Banco Bradesco

next Bank

Mobile / Utility

OS_UX18005G

2018 Branded Entertainment Gold Pencil

Spotify In-House / New York

Spotify

I'm With The Banned

Online / Long Form - Campaign

OS_BE18019G

2018 Branded Entertainment Gold Pencil

Pomp&Clout / Brooklyn

Atlantic Records

Young Thug - Wyclef Jean

Music Videos

OS_BE18026G

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 Public Relations Gold Pencil

Ogilvy & Mather / Chicago

City of Chicago

One Chicago

Reputation Management

OS_PR18022G

2018 Social Media Gold Pencil

VML / Sydney

McDonald's Australia

Snaplications

Social Engagement / User-Generated Content

OS_SM18011G

2018 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Publishing / Magazine - Single

OS_PO18010G

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

Ogilvy Brasil / São Paulo + Sonido / São Paulo + Vetor Films / São Paulo + Shutterstock / USA

Hermes Pardini

VR Vaccine

Digital / Use of Technology

OS_HW18021G

2018 Responsive Environments Gold Pencil

Energy BBDO / Chicago

National Safety Council

Prescribed to Death

Craft / Dynamic Data Visualization

OS_RE18008G

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