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.

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 Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
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
Trash Isles Agency: AMVBBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
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 Clip Agency: Colenso BBDO / Auckland Client: Mars Category: Physical Product
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
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
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
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
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
YOURNALIST Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona Client: EITB - Euskal Irrati Telebista Category: Applications
Make It Metal Agency: Ogilvy & Mather Japan GK / Tokyo Client: Sony Music Labels (Japan) Inc. Category: Applications
AAMI SmartPlates Agency: Ogilvy Australia / Melbourne Client: AAMI Category: Applications
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)
UNCONTROLLED TYPES by Plotter Drawing Agency: SHA inc. / TOKYO Client: SHA inc. Category: Typography / Static
Now or Never Agency: FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo Client: Orange Category: Craft - Use of Music / Original Music - Single or Campaign
SAVOR.WAVS Agency: CAA Marketing / Los Angeles Client: Chipotle Mexican Grill Category: Craft - Use of Music / Original Music - Single or Campaign
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
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
Follow The Arches Agency: Cossette / Toronto + Cossette / Montreal Client: McDonald's Restaurants of Canada Limited Category: Experiential / Environmental / Wayfinding
Leave With A Story Agency: 360i / New York Client: New Orleans Tourism Marketing Corporation Category: Craft / Photography - Single or Campaign
The Curious Afterlife of a Tin Agency: Energy BBDO / Chicago Client: Wm. Wrigley Jr. Company Category: Craft / Photography - Single or Campaign
Loving Bangkok Night Agency: TBWA (THAILAND) CO.,LTD / Bangkok + Le Photographe / Bangkok + Visionary / Bangkok Client: McDonald's Category: Craft / Photography - Single or Campaign
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Use of Technology / Physical Product & Mobile Integration
RIMOWA ELECTRONIC TAG Agency: Philipp und Keuntje / Hamburg + RIMOWA / Cologne Client: RIMOWA Category: Use of Technology / Physical Product & Mobile Integration
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
Recovery Room Agency: BBDO / New York + O Positive / New York Client: Mars Chocolate North America / Snickers Category: Television / Short Form - Single
It's Another Tide Ad Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Television / Short Form - Single
It's Yet Another Tide Ad, Again Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Television / Short Form - Single
Count On: Sloth Agency: The Martin Agency / Richmond Client: GEICO Category: Television / Short Form - Single
It's Yet Another Tide Ad Agency: Saatchi & Saatchi / New York Client: Procter & Gamble - Tide Category: Television / Short Form - Single
Lite Canimations Agency: Juniper ParkTBWA Communications / Toronto Client: Miller Coors Category: Moving Image / Series
A World With No Heroes Agency: DDB, / Paris + Make me Pulse / Paris Client: Ubisoft Category: Digital / Websites & Mobile
IKEA Pee Ad Agency: Akestam Holst / Stockholm Client: IKEA Sweden Category: Innovation in Print & Outdoor / Print
Live Looper Agency: BBDO / New York + BBDO Studios / New York Client: Downtown Records Category: Craft / Music / Sound

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 Mobile Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

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 Social Media Gold Pencil

AMVBBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

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 Intellectual Property Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX Clip

Physical Product

OS_IP18001G

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 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 Responsive Environments Gold Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

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 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 Mobile Gold Pencil

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

EITB - Euskal Irrati Telebista

YOURNALIST

Applications

OS_MO18004G

2018 Mobile Silver Pencil

Ogilvy & Mather Japan GK / Tokyo

Sony Music Labels (Japan) Inc.

Make It Metal

Applications

OS_MO18005S

2018 Mobile Bronze Pencil

Ogilvy Australia / Melbourne

AAMI

AAMI SmartPlates

Applications

OS_MO18006B

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

SHA inc. / TOKYO

SHA inc.

UNCONTROLLED TYPES by Plotter Drawing

Typography / Static

OS_DE18015G

2018 Moving Image Craft Gold Pencil

FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo

Orange

Now or Never

Craft - Use of Music / Original Music - Single or Campaign

OS_MI18040G

2018 Moving Image Craft Bronze Pencil

CAA Marketing / Los Angeles

Chipotle Mexican Grill

SAVOR.WAVS

Craft - Use of Music / Original Music - Single or Campaign

OS_MI18041B

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 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 Design Gold Pencil

Cossette / Toronto + Cossette / Montreal

McDonald's Restaurants of Canada Limited

Follow The Arches

Experiential / Environmental / Wayfinding

OS_DE18050G

2018 Print & Outdoor Silver Pencil

360i / New York

New Orleans Tourism Marketing Corporation

Leave With A Story

Craft / Photography - Single or Campaign

OS_PO18065S

2018 Print & Outdoor Bronze Pencil

Energy BBDO / Chicago

Wm. Wrigley Jr. Company

The Curious Afterlife of a Tin

Craft / Photography - Single or Campaign

OS_PO18066B

2018 Print & Outdoor Bronze Pencil

TBWA (THAILAND) CO.,LTD / Bangkok + Le Photographe / Bangkok + Visionary / Bangkok

McDonald's

Loving Bangkok Night

Craft / Photography - Single or Campaign

OS_PO18067B

2018 Mobile Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Use of Technology / Physical Product & Mobile Integration

OS_MO18023G

2018 Mobile Gold Pencil

Philipp und Keuntje / Hamburg + RIMOWA / Cologne

RIMOWA

RIMOWA ELECTRONIC TAG

Use of Technology / Physical Product & Mobile Integration

OS_MO18024G

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 Film Gold Pencil

BBDO / New York + O Positive / New York

Mars Chocolate North America / Snickers

Recovery Room

Television / Short Form - Single

OS_FI18001G

2018 Film Gold Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's Another Tide Ad

Television / Short Form - Single

OS_FI18002G

2018 Film Silver Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's Yet Another Tide Ad, Again

Television / Short Form - Single

OS_FI18003S

2018 Film Silver Pencil

The Martin Agency / Richmond

GEICO

Count On: Sloth

Television / Short Form - Single

OS_FI18004S

2018 Film Bronze Pencil

Saatchi & Saatchi / New York

Procter & Gamble - Tide

It's Yet Another Tide Ad

Television / Short Form - Single

OS_FI18005B

2018 Design Bronze Pencil

Juniper ParkTBWA Communications / Toronto

Miller Coors

Lite Canimations

Moving Image / Series

OS_DE18053B

2018 Direct Marketing Bronze Pencil

DDB, / Paris + Make me Pulse / Paris

Ubisoft

A World With No Heroes

Digital / Websites & Mobile

OS_DI18014B

2018 Print & Outdoor Gold Pencil

Akestam Holst / Stockholm

IKEA Sweden

IKEA Pee Ad

Innovation in Print & Outdoor / Print

OS_PO18071G

2018 Mobile Silver Pencil

BBDO / New York + BBDO Studios / New York

Downtown Records

Live Looper

Craft / Music / Sound

OS_MO18025S

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