The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has 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
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
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
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
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Experiential
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
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
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
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 Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
Share a Coke 1,000 Name Celebration Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York Client: Coca-Cola Category: Custom Content
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
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
Snickers & BBDO: Thinking Globally, Acting Locally Agency: BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO Client: Mars Chocolate North America / Snickers Category: Penta Pencil
Burger King Agency: DAVID / Miami Client: Burger King Category: Penta Pencil
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: CMO Pencil
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Innovation in Public Relations
SickKids VS - All In Agency: Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + JK Reps / Toronto Client: SickKids Foundation Category: Cross-Platform / Integrated Branding
The Talk Agency: BBDO / New York + The Corner Shop / New York Client: P&G Category: Craft - Direction / Single
Ostrich Agency: MJZ / Los Angeles + Leo Burnett / Chicago + MPC / Los Angeles Client: Samsung Category: Craft - Direction / Single
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
Original Is Never Finished Agency: EXILE / New York + Johannes Leonardo / New York + RSA Films / Los Angeles 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
Anything But Sorry Agency: FCB Canada / Toronto Client: Canadian Down Syndrome Society Category: Community Building
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
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
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Innovation in Print & Outdoor / Print
More Than A Game Agency: adam&eveDDB / London + Factory / London + Smuggler / London + The Mill / London Client: FIFA Category: Innovation in Interactive / Gaming
Pedigree Selfie STIX Clip Agency: Colenso BBDO / Auckland Client: Mars Category: Physical Product
The Immunity Charm Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi Client: Ministry of Public Health, Afghanistan Category: Physical Product
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
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
SOUNDS OF TRAUMA Agency: Herezie Group / Paris Client: DAVID LYNCH FOUNDATION Category: Craft - Sound Design / Single
Stories from the other side of the world Agency: BBDO Paris / Boulogne Billancourt Client: CARE France Category: Influencer Marketing / Episodic
Re-imagination of Chobani Agency: Chobani / New York Client: Chobani® Category: Branding / Rebranding
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
TV Doctors - Even More Drama Agency: McCann / New York + MRM//McCann / New York Client: Cigna Category: Film / Short Form
Libé des réfugiés Agency: FF / PARIS Client: Libération Category: Promotional / Collateral / Promotional Items - Single or Campaign
Trash Isles Agency: AMV BBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Social Engagement / Community Building

2018 Direct Marketing Best of Show 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 Intellectual Property Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

2018 Print & Outdoor Best of Discipline Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

2018 Design Best of Discipline Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Social Media Best of Discipline Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 UX / UI Best of Discipline 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 Best of Discipline Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Cross-Platform Best of Discipline Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

2018 Direct Marketing Best of Discipline 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 Health, Wellness & Pharma Best of Discipline 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 Best of Discipline Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

2018 Interactive Best of Discipline Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Social Influencer Marketing Best of Discipline 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 Best of Discipline Pencil

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

Samsung

Ostrich

Craft - Visual Effects / Single

OS_MI18032G

2018 Mobile Best of Discipline Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

2018 Radio Best of Discipline Pencil

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

Coca-Cola

Share a Coke 1,000 Name Celebration

Custom Content

OS_RA18009G

2018 Film Best of Discipline 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 Branded Entertainment Best of Discipline Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Penta Pencil Penta Pencil

BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO

Mars Chocolate North America / Snickers

Snickers & BBDO: Thinking Globally, Acting Locally

Penta Pencil

OS_PP18001P

2018 Penta Pencil Penta Pencil

DAVID / Miami

Burger King

Burger King

Penta Pencil

OS_PP18002P

2018 CMO Pencil CMO Pencil

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

State Street Global Advisors

Fearless Girl

CMO Pencil

OS_CM18001G

2018 Public Relations Green Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Innovation in Public Relations

OS_PR18000V

2018 Health, Wellness & Pharma Gold Pencil

Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + JK Reps / Toronto

SickKids Foundation

SickKids VS - All In

Cross-Platform / Integrated Branding

OS_HW18005G

2018 Moving Image Craft Gold Pencil

BBDO / New York + The Corner Shop / New York

P&G

The Talk

Craft - Direction / Single

OS_MI18001G

2018 Moving Image Craft Gold Pencil

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

Samsung

Ostrich

Craft - Direction / Single

OS_MI18002G

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 Moving Image Craft Gold Pencil

EXILE / New York + Johannes Leonardo / New York + RSA Films / Los Angeles

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 Public Relations Gold Pencil

FCB Canada / Toronto

Canadian Down Syndrome Society

Anything But Sorry

Community Building

OS_PR18013G

2018 Health, Wellness & Pharma Gold Pencil

CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney

Cochlear

The Hearing Test in Disguise

Branded Content

OS_HW18001G

2018 Health, Wellness & Pharma Gold Pencil

RPA / Santa Monica

Pediatric Brain Tumor Foundation

Imaginary Friends Society

Branded Content

OS_HW18002G

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 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Innovation in Print & Outdoor / Print

OS_PO18071G

2018 Interactive Gold Pencil

adam&eveDDB / London + Factory / London + Smuggler / London + The Mill / London

FIFA

More Than A Game

Innovation in Interactive / Gaming

OS_IN18040G

2018 Intellectual Property Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

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 Print & Outdoor Gold Pencil

DAVID / Miami

Burger King

Burning Stores

Publishing / Newspaper - Campaign

OS_PO18003G

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 Moving Image Craft Gold Pencil

Herezie Group / Paris

DAVID LYNCH FOUNDATION

SOUNDS OF TRAUMA

Craft - Sound Design / Single

OS_MI18035G

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 Design Gold Pencil

Chobani / New York

Chobani®

Re-imagination of Chobani

Branding / Rebranding

OS_DE18007G

2018 Design Gold Pencil

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

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Health, Wellness & Pharma Gold Pencil

McCann / New York + MRM//McCann / New York

Cigna

TV Doctors - Even More Drama

Film / Short Form

OS_HW18010G

2018 Print & Outdoor Gold Pencil

FF / PARIS

Libération

Libé des réfugiés

Promotional / Collateral / Promotional Items - Single or Campaign

OS_PO18029G

2018 Social Media Gold Pencil

AMV BBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Social Media Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Social Engagement / Community Building

OS_SM18014G

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