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
Trash Isles Agency: AMVBBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York 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
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
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York + Resn / Wellington Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
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
Share a Coke 1,000 Name Celebration Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York Client: Coca-Cola Category: Custom Content
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
Burning Stores Agency: DAVID / Miami Client: Burger King Category: Publishing / Newspaper - Campaign
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
Ask For A Raise Agency: R/GA / New York Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long Form - Single
Kiwi Portraits Completed Agency: Ogilvy & Mather / Chicago Client: SC Johnson Category: Extended Campaign / Posters & Ambient Media
IKEA´s response to Balenciaga Agency: ACNE / Stockholm + Ikea Creative Hub / Stockholm Client: IKEA Category: Branded Social Post / Real-Time Response
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Craft / Printing / Production - Single or Campaign
It's perfectly normal. Until it's Kwiffed Agency: Droga5 / London + Biscuit Filmworks / London Client: Kwiff Category: Television / Long Form - Campaign
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Interactive / Online
Re:scam Agency: DDB Group New Zealand / Auckland Client: Netsafe Category: Innovation in Interactive / Online
USPS - Operation Santa Agency: MRM//McCann / New York Client: United States Postal Service Category: Innovation in Interactive / Online
Uk'shona Kwelanga - a WhatsApp Drama series Agency: King James Group / Cape Town Client: Sanlam Category: Innovation in Interactive / Online
Audi Enter Sandbox Agency: POL / OSLO + Mediamonks / Stockholm Client: Audi Category: Experiential / Virtual Reality (VR)
Digital Puppetry Agency: McCann / Melbourne Client: Melbourne International Film Festival Category: Experiential / Virtual Reality (VR)
Sea Hero Quest - Virtual Reality Agency: Saatchi & Saatchi / London + Mediacom / Dusseldorf + Proud Robinson / London + Glitchers / London Client: Deutsche Telekom Category: Experiential / Virtual Reality (VR)
Elton John - Farewell Yellow Brick Road Global Launch Agency: Spinifex Group / Torrance Client: Sir Elton John Category: Experiential / Virtual Reality (VR)
Chobani Display Agency: Chobani / New York Client: Chobani® Category: Typography / Typeface Design
Type with Pride Agency: Ogilvy / New York Client: NewFest & NYC Pride Category: Typography / Typeface Design
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Innovation in Film / Television / Cinema
Nike Canada "Play Less Nice" Agency: Wieden+Kennedy / Portland Client: Nike Category: Innovation in Film / Television / Cinema
KFC Double Down - Sad Man Agency: Ogilvy / Johannesburg Client: KFC Category: Broadcast / Any Length - Campaign
The Alternatives Agency: McCann Canada / Toronto Client: Prostate Cancer Canada Category: Broadcast / Any Length - Campaign
Fully Booked "Lives" Campaign Agency: McCann Worldgroup Philippines / Taguig + Hit Productions, Inc. / Makati Client: Fully Booked Philippines Category: Broadcast / Any Length - Campaign
Disclaimer Campaign Agency: The Martin Agency / Richmond Client: GEICO Category: Broadcast / Any Length - Campaign
Some News Need a Week Agency: Y&R Prague / Prague Client: Newsweek Category: Broadcast / Any Length - Campaign
Anchor Milk Slams Agency: Colenso BBDO / Auckland Client: Fonterra Brands NZ Category: Craft - Writing / Campaign
It's a Tide Ad Campaign Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Craft - Writing / Campaign
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
Xbox Design Lab Originals: The Fanchise Model Agency: McCann / London + MRM/McCann / London + Craft/McCann / London Client: Microsoft Category: Social Engagement / Community Building
Welcome to @Apple Agency: TBWAMedia Arts Lab / Los Angeles Client: Apple Category: Social Engagement / Community Building
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
The Humanium Metal Initiative Agency: Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm Client: IM Swedish Development Partner Category: Guerrilla Marketing
Loving "It" Agency: Grabarz & Partner Werbeagentur GmbH / Hamburg Client: Burger King Deutschland GmbH Category: Guerrilla Marketing
Fearless Girl Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York Client: State Street Global Advisors Category: Experiential / Live Events

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 Media Gold Pencil

AMVBBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

2018 Film Gold Pencil

Saatchi & Saatchi / New York

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 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 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 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 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 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 Radio Gold Pencil

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

Coca-Cola

Share a Coke 1,000 Name Celebration

Custom Content

OS_RA18009G

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 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 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 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

2018 Print & Outdoor Gold Pencil

Ogilvy & Mather / Chicago

SC Johnson

Kiwi Portraits Completed

Extended Campaign / Posters & Ambient Media

OS_PO18050G

2018 Social Media Silver Pencil

ACNE / Stockholm + Ikea Creative Hub / Stockholm

IKEA

IKEA´s response to Balenciaga

Branded Social Post / Real-Time Response

OS_SM18010S

2018 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Craft / Printing / Production - Single or Campaign

OS_PO18069G

2018 Film Bronze Pencil

Droga5 / London + Biscuit Filmworks / London

Kwiff

It's perfectly normal. Until it's Kwiffed

Television / Long Form - Campaign

OS_FI18019B

2018 Interactive Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Interactive / Online

OS_IN18032G

2018 Interactive Silver Pencil

DDB Group New Zealand / Auckland

Netsafe

Re:scam

Innovation in Interactive / Online

OS_IN18033S

2018 Interactive Silver Pencil

MRM//McCann / New York

United States Postal Service

USPS - Operation Santa

Innovation in Interactive / Online

OS_IN18034S

2018 Interactive Bronze Pencil

King James Group / Cape Town

Sanlam

Uk'shona Kwelanga - a WhatsApp Drama series

Innovation in Interactive / Online

OS_IN18035B

2018 Interactive Gold Pencil

POL / OSLO + Mediamonks / Stockholm

Audi

Audi Enter Sandbox

Experiential / Virtual Reality (VR)

OS_IN18014G

2018 Interactive Silver Pencil

McCann / Melbourne

Melbourne International Film Festival

Digital Puppetry

Experiential / Virtual Reality (VR)

OS_IN18015S

2018 Interactive Bronze Pencil

Saatchi & Saatchi / London + Mediacom / Dusseldorf + Proud Robinson / London + Glitchers / London

Deutsche Telekom

Sea Hero Quest - Virtual Reality

Experiential / Virtual Reality (VR)

OS_IN18016B

2018 Interactive Bronze Pencil

Spinifex Group / Torrance

Sir Elton John

Elton John - Farewell Yellow Brick Road Global Launch

Experiential / Virtual Reality (VR)

OS_IN18017B

2018 Design Gold Pencil

Chobani / New York

Chobani®

Chobani Display

Typography / Typeface Design

OS_DE18013G

2018 Design Silver Pencil

Ogilvy / New York

NewFest & NYC Pride

Type with Pride

Typography / Typeface Design

OS_DE18014S

2018 Film Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's a Tide Ad Campaign

Innovation in Film / Television / Cinema

OS_FI18045G

2018 Film Bronze Pencil

Wieden+Kennedy / Portland

Nike

Nike Canada "Play Less Nice"

Innovation in Film / Television / Cinema

OS_FI18046B

2018 Radio Gold Pencil

Ogilvy / Johannesburg

KFC

KFC Double Down - Sad Man

Broadcast / Any Length - Campaign

OS_RA18003G

2018 Radio Silver Pencil

McCann Canada / Toronto

Prostate Cancer Canada

The Alternatives

Broadcast / Any Length - Campaign

OS_RA18004S

2018 Radio Bronze Pencil

McCann Worldgroup Philippines / Taguig + Hit Productions, Inc. / Makati

Fully Booked Philippines

Fully Booked "Lives" Campaign

Broadcast / Any Length - Campaign

OS_RA18005B

2018 Radio Bronze Pencil

The Martin Agency / Richmond

GEICO

Disclaimer Campaign

Broadcast / Any Length - Campaign

OS_RA18006B

2018 Radio Bronze Pencil

Y&R Prague / Prague

Newsweek

Some News Need a Week

Broadcast / Any Length - Campaign

OS_RA18007B

2018 Moving Image Craft Gold Pencil

Colenso BBDO / Auckland

Fonterra Brands NZ

Anchor Milk Slams

Craft - Writing / Campaign

OS_MI18015G

2018 Moving Image Craft Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's a Tide Ad Campaign

Craft - Writing / Campaign

OS_MI18016G

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 Social Media Silver Pencil

McCann / London + MRM/McCann / London + Craft/McCann / London

Microsoft

Xbox Design Lab Originals: The Fanchise Model

Social Engagement / Community Building

OS_SM18016S

2018 Social Media Bronze Pencil

TBWAMedia Arts Lab / Los Angeles

Apple

Welcome to @Apple

Social Engagement / Community Building

OS_SM18017B

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 Direct Marketing Silver Pencil

Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm

IM Swedish Development Partner

The Humanium Metal Initiative

Guerrilla Marketing

OS_DI18025S

2018 Direct Marketing Bronze Pencil

Grabarz & Partner Werbeagentur GmbH / Hamburg

Burger King Deutschland GmbH

Loving "It"

Guerrilla Marketing

OS_DI18026B

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

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