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.
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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
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Innovation in Responsive Environments
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
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
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 + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client: Procter & Gamble - Tide Category: Television / Varying Length Campaign
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
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
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York + Resn / Wellington
Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
Beyond Money
Agency: MRM//McCann / Madrid
Client: Banco Santander Category: Broadcast / Long Form - Single
To The Last Tree Standing
Agency: Ogilvy & Mather Polska / Warsaw
Client: Greenpeace Poland Category: Gaming
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
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
THE BEAUTY OF FOOD LOGISTICS
Agency: DENTSU INC. / Tokyo
Client: TOYOTA L&F Category: Craft / Illustration - Single or Series
Food Typography
Agency: Masaki Hanahara / Tokyo
Client: H'or Cafe Category: Craft / Illustration - Single or Series
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Film / Online
Exclusive the Rainbow case study
Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client: Mars Wrigley Confectionery Category: Innovation in Film / Online
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Ambient Media / Experiential & Installations
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York
Client: MailChimp Category: Integrated Branding
The Truth is Hard to Find
Agency: Droga5 / New York + Second Child / New York + Chromista / Los Angeles
Client: The New York Times Category: Integrated Branding
Xbox Design Lab Originals: The Fanchise Model
Agency: McCann / London + MRM/McCann / London + Craft/McCann / London
Client: Microsoft Category: Integrated Branding
LA Original
Agency: 72andSunny / Los Angeles
Client: Mayor's Fund for Los Angeles Category: Craft / Art Direction - Campaign
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
THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY Category: Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign
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 Talk
Agency: BBDO / New York + The Corner Shop / New York
Client: P&G Category: Digital / Social Media & Viral Marketing - Single
Pitching French Films To Hollywood
Agency: Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client: Alliance Française de Singapour Category: Digital / Social Media & Viral Marketing - Single
The Truth is Hard to Find
Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York
Client: The New York Times Category: Craft - Editing / Campaign
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Cross-Platform / Integrated Branding
BVG x adidas – The Ticket-Shoe
Agency: Jung von Matt AG / Hamburg
Client: Berliner Verkehrsbetriebe (BVG) Category: Innovation in Cross-Platform / Integrated Branding
KFC Double Down - Sad Man
Agency: Ogilvy / Johannesburg
Client: KFC Category: Craft / Writing - Campaign
Audi Enter Sandbox
Agency: POL / OSLO + MediaMonks / Stockholm
Client: Audi Category: Experiential / Virtual Reality (VR)
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
Open your eyes
Agency: Grey Germany / Duesseldorf
Client: Terre des femmes - Menschenrechte für die Frau e.V. Category: Craft / Photography - Single or Series
The Eclipse Case Study
Agency: Nest Labs / Palo Alto
Client: Nest Category: Innovation in Responsive Environments
GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Innovation in Responsive Environments
Award:
2018 Direct Marketing Best of Show Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G
Award:
2018 Direct Marketing Best of Discipline Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G
Award:
2018 Responsive Environments Best of Discipline Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18010G
Award:
2018 Print & Outdoor Best of Discipline Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burning Stores
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18003G
Award:
2018 Radio Best of Discipline Pencil
Agency:
Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client:
Coca-Cola
Title:
Share a Coke 1,000 Name Celebration
Category:
Custom Content
Annual ID:
OS_RA18009G
Award:
2018 Public Relations Best of Discipline Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Myer
Title:
Give Registry
Category:
Integrated Campaign
Annual ID:
OS_PR18029G
Award:
2018 Social Influencer Marketing Best of Discipline Pencil
Agency:
R/GA / New York
Client:
The Muse, Ladies Get Paid, PayScale, Reply.ai
Title:
Ask For A Raise
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SI18001G
Award:
2018 Moving Image Craft Best of Discipline Pencil
Agency:
MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client:
Samsung
Title:
Ostrich
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI18032G
Award:
2018 Cross-Platform Best of Discipline Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Cross-Platform / Experiential
Annual ID:
OS_CP18020G
Award:
2018 Film Best of Discipline Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's a Tide Ad Campaign
Category:
Television / Varying Length Campaign
Annual ID:
OS_FI18020G
Award:
2018 Social Media Best of Discipline Pencil
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Social Engagement / Community Building
Annual ID:
OS_SM18013G
Award:
2018 Intellectual Property Best of Discipline Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX Clip
Category:
Physical Product
Annual ID:
OS_IP18001G
Award:
2018 Design Best of Discipline Pencil
Agency:
Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client:
Nike
Title:
The Lioness Crest
Category:
Branding / Rebranding
Annual ID:
OS_DE18008G
Award:
2018 Health, Wellness & Pharma Best of Discipline Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC
Client:
Ministry of Public Health, Afghanistan
Title:
Immunity Charm
Category:
Product Design / Physical Product
Annual ID:
OS_HW18006G
Award:
2018 Mobile Best of Discipline Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX
Category:
Applications
Annual ID:
OS_MO18003G
Award:
2018 UX / UI Best of Discipline Pencil
Agency:
Droga5 / New York + PHD / New York + Resn / Wellington
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX18010G
Award:
2018 Branded Entertainment Best of Discipline Pencil
Agency:
MRM//McCann / Madrid
Client:
Banco Santander
Title:
Beyond Money
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18006G
Award:
2018 Interactive Best of Discipline Pencil
Agency:
Ogilvy & Mather Polska / Warsaw
Client:
Greenpeace Poland
Title:
To The Last Tree Standing
Category:
Gaming
Annual ID:
OS_IN18020G
Award:
2018 Penta Pencil Penta Pencil
Agency:
BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO
Client:
Mars Chocolate North America / Snickers
Title:
Snickers & BBDO: Thinking Globally, Acting Locally
Category:
Penta Pencil
Annual ID:
OS_PP18001P
Award:
2018 Penta Pencil Penta Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burger King
Category:
Penta Pencil
Annual ID:
OS_PP18002P
Award:
2018 CMO Pencil CMO Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
CMO Pencil
Annual ID:
OS_CM18001G
Award:
2018 Public Relations Green Pencil
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Innovation in Public Relations
Annual ID:
OS_PR18000V
Award:
2018 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
TOYOTA L&F
Title:
THE BEAUTY OF FOOD LOGISTICS
Category:
Craft / Illustration - Single or Series
Annual ID:
OS_DE18057G
Award:
2018 Design Gold Pencil
Agency:
Masaki Hanahara / Tokyo
Client:
H'or Cafe
Title:
Food Typography
Category:
Craft / Illustration - Single or Series
Annual ID:
OS_DE18058G
Award:
2018 Film Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Film / Online
Annual ID:
OS_FI18047G
Award:
2018 Film Gold Pencil
Agency:
DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client:
Mars Wrigley Confectionery
Title:
Exclusive the Rainbow case study
Category:
Innovation in Film / Online
Annual ID:
OS_FI18048G
Award:
2018 Direct Marketing Gold Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G
Award:
2018 Direct Marketing Gold Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18005G
Award:
2018 Cross-Platform Gold Pencil
Agency:
Droga5 / New York + PHD / New York
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Integrated Branding
Annual ID:
OS_CP18004G
Award:
2018 Cross-Platform Gold Pencil
Agency:
Droga5 / New York + Second Child / New York + Chromista / Los Angeles
Client:
The New York Times
Title:
The Truth is Hard to Find
Category:
Integrated Branding
Annual ID:
OS_CP18005G
Award:
2018 Cross-Platform Gold Pencil
Agency:
McCann / London + MRM/McCann / London + Craft/McCann / London
Client:
Microsoft
Title:
Xbox Design Lab Originals: The Fanchise Model
Category:
Integrated Branding
Annual ID:
OS_CP18006G
Award:
2018 Cross-Platform Gold Pencil
Agency:
72andSunny / Los Angeles
Client:
Mayor's Fund for Los Angeles
Title:
LA Original
Category:
Craft / Art Direction - Campaign
Annual ID:
OS_CP18017G
Award:
2018 Health, Wellness & Pharma Gold Pencil
Agency:
Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + PrimeTime Music Rights / Montreal
Client:
SickKids Foundation
Title:
SickKids VS - All In
Category:
Film / Long Form
Annual ID:
OS_HW18013G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client:
DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Title:
THE VIRTUAL CRASH BILLBOARD
Category:
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign
Annual ID:
OS_PO18048G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
KBS / New York + 1One Production / Montreal
Client:
Monster.com
Title:
Always Be Working
Category:
Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign
Annual ID:
OS_PO18039G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
McCann / Lima
Client:
Sodimac Homecenter
Title:
HIJACKED HIGHWAY
Category:
Ambient Media (Indoor & Outdoor) / Dynamic Billboards & Transit - Single or Campaign
Annual ID:
OS_PO18040G
Award:
2018 Direct Marketing Gold Pencil
Agency:
BBDO / New York + The Corner Shop / New York
Client:
P&G
Title:
The Talk
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18015G
Award:
2018 Direct Marketing Gold Pencil
Agency:
Ogilvy & Mather / Singapore + Joinery Los Angeles / US + Hogarth & Ogilvy / Singapore
Client:
Alliance Française de Singapour
Title:
Pitching French Films To Hollywood
Category:
Digital / Social Media & Viral Marketing - Single
Annual ID:
OS_DI18016G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Droga5 / New York + Chromista / Los Angeles + The Mill / New York
Client:
The New York Times
Title:
The Truth is Hard to Find
Category:
Craft - Editing / Campaign
Annual ID:
OS_MI18020G
Award:
2018 Cross-Platform Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18022G
Award:
2018 Cross-Platform Gold Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
Berliner Verkehrsbetriebe (BVG)
Title:
BVG x adidas – The Ticket-Shoe
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18023G
Award:
2018 Radio Gold Pencil
Agency:
Ogilvy / Johannesburg
Client:
KFC
Title:
KFC Double Down - Sad Man
Category:
Craft / Writing - Campaign
Annual ID:
OS_RA18017G
Award:
2018 Interactive Gold Pencil
Agency:
POL / OSLO + MediaMonks / Stockholm
Client:
Audi
Title:
Audi Enter Sandbox
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_IN18014G
Award:
2018 Intellectual Property Gold Pencil
Agency:
DDB Group New Zealand / Auckland
Client:
Netsafe
Title:
Re:scam
Category:
Digital Product
Annual ID:
OS_IP18006G
Award:
2018 Film Gold Pencil
Agency:
AUDI / London + BBH / London + Rattling Stick / London
Client:
AUDI
Title:
CLOWNS
Category:
Cinema Advertising
Annual ID:
OS_FI18021G
Award:
2018 Film Gold Pencil
Agency:
Wieden+Kennedy / London + Time Based Arts / London
Client:
Nike
Title:
Nothing Beats a Londoner
Category:
Cinema Advertising
Annual ID:
OS_FI18022G
Award:
2018 Design Gold Pencil
Agency:
Grey Germany / Duesseldorf
Client:
Terre des femmes - Menschenrechte für die Frau e.V.
Title:
Open your eyes
Category:
Craft / Photography - Single or Series
Annual ID:
OS_DE18063G
Award:
2018 Responsive Environments Gold Pencil
Agency:
Nest Labs / Palo Alto
Client:
Nest
Title:
The Eclipse Case Study
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18009G
Award:
2018 Responsive Environments Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18010G
Award:
2018 Direct Marketing Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Guerrilla Marketing
Annual ID:
OS_DI18022G
