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

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
CLOWNS Agency: AUDI / London + BBH / London + Rattling Stick / London Client: AUDI Category: Television / Long Form - Single
The Truth is Hard to Find - Bryan Denton Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York Client: The New York Times Category: Television / Long Form - Single
The Truth is Hard to Find - Tyler Hicks Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York Client: The New York Times Category: Television / Long Form - Single
It's a Tide Ad Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles Client: Procter & Gamble - Tide Category: Television / Long Form - Single
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 + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles Client: Procter & Gamble - Tide Category: Television / Short Form - Single
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
The Gene Project Agency: adam&eveDDB / London + Framestore / London Client: Marmite Category: Television / Long Form - Single
Keep The World Flawed Agency: Diesel / Breganze + Publicis Italy / Milan Client: Diesel Category: Television / Long Form - Single
Slumber Agency: La Comunidad / Buenos Aires + Argentinacine / Buenos Aires Client: FILM SUEZ Category: Television / Long Form - Single
The Pedigree Child Replacement Programme Agency: Colenso BBDO / Auckland Client: Mars Category: Television / Short Form - Campaign
It's Yet Another Tide Ad, Again Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles Client: Procter & Gamble - Tide Category: Television / Short Form - Single
Count On: Sloth Agency: The Martin Agency / Richmond Client: GEICO Category: Television / Short Form - Single
Barbers Agency: Apple / Cupertino + Furlined / Santa Monica Client: Apple Category: Television / Long Form - Single
Last Days Agency: CP+B / Los Angeles + Rattling Stick / Santa Monica Client: Jose Cuervo Category: Television / Long Form - Single
Ostrich Agency: MJZ / Los Angeles + Leo Burnett / Chicago + MPC / Los Angeles Client: Samsung Category: Television / Long Form - Single
Alexa Loses her Voice Agency: Lucky Generals / London + Amazon D1 / Seattle + Hungry Man / LA Client: Amazon Category: Television / Long Form - Single
Device Free Dinner Agency: Goodby Silverstein & Partners / San Francisco + Biscuit Filmworks / Los Angeles Client: Common Sense Media Category: Television / Short Form - Campaign
It's perfectly normal. Until it's Kwiffed Agency: Droga5 / London + Biscuit Filmworks / London Client: Kwiff Category: Television / Long Form - Campaign
It's Yet Another Tide Ad Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles Client: Procter & Gamble - Tide Category: Television / Short Form - Single
Year in Search Agency: 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles Client: Google Category: Television / Long Form - Single
Every Parent's Worst Nightmare Agency: adam&eveDDB / London Client: Red Cross Category: Television / Long Form - Single
The Button Agency: adam&eveDDB / London + Factory / London Client: Volkswagen Category: Television / Long Form - Single
Anti-Manifesto Agency: Arnold Worldwide / Boston Client: Jeep Category: Television / Long Form - Single
General Howe's Dog Agency: BBDO / New York + Biscuit Filmworks / Los Angeles Client: Mars Petcare / Pedigree Category: Television / Long Form - Single
Timeless Agency: BETC / Paris Client: Lacoste Category: Television / Long Form - Single
Ancestry DNA "Together Forever" Agency: Biscuit Filmworks / London + Droga5 / London + Biscuit Filmworks / Los Angeles Client: Ancestry Category: Television / Long Form - Single
Armoured Truck Agency: DDB Group New Zealand / Auckland Client: Lotto New Zealand Category: Television / Long Form - Single
Web of Fries Agency: Deutsch / Los Angeles + Motive Music / Santa Monica + Lime Studios / Santa Monica Client: Taco Bell Category: Television / Long Form - Single
Go With The Flaw Agency: Diesel / Breganze + Publicis Italy / Milan Client: Diesel Category: Television / Long Form - Single
It's perfectly normal. Until it's Kwiffed. Agency: Droga5 / London + Biscuit Filmworks / London Client: Kwiff Category: Television / Long Form - Single
Moments Agency: Forsman & Bodenfors / Gothenburg Client: Volvo Cars Category: Television / Long Form - Single
Doritos Blaze vs. MTN DEW ICE Agency: Goodby Silverstein & Partners / San Francisco Client: Doritos + Mountain Dew Category: Television / Long Form - Single
Kid's Dreams Agency: Grabarz & Partner Werbeagentur GmbH / Hamburg + Anorak FILM / Hamburg + NHB Video GmbH / Hamburg + Supreme Music GmbH / Hamburg Client: Volkswagen Category: Television / Long Form - Single
Cat's in the Cradle Agency: Havas / New York + Park Pictures / New York + Arcade Edit / New York + The Mill / New York Client: TD Ameritrade Category: Television / Long Form - Single
SOUNDS OF TRAUMA Agency: Herezie Group / Paris Client: DAVID LYNCH FOUNDATION Category: Television / Long Form - Single
Following Agency: MJZ / LA + DDB / Chicago + Moving Picture Company / International Client: State Farm Category: Television / Long Form - Single
Earth: Shot on iPhone Agency: TBWAMedia Arts Lab / Los Angeles Client: Apple Category: Television / Long Form - Single
Love Over Bias Agency: Wieden+Kennedy / Portland Client: Procter & Gamble Category: Television / Long Form - Single
Old Spice - Red Sweater Agency: Wieden+Kennedy / Portland Client: Old Spice Category: Television / Long Form - Single
Love Story Agency: Y&R MEX / Mexico City Client: Movistar Mx Category: Television / Long Form - Single
ExtraMostBestest Campaign Agency: Barton F. Graf / New York Client: Little Caesars Category: Television / Short Form - Campaign
Some People Agency: BBDO / New York + Smith&Jones Client: AT&T / DIRECTV Category: Television / Short Form - Campaign
#ChooseYourFamily Agency: FoxP2 / Cape Town + Patriot / Cape Town Client: Cape of Good Hope SPCA Category: Television / Short Form - Campaign
Humans will be Humans Agency: Ogilvy UK / London Client: Samsung Category: Television / Short Form - Campaign
News24 Edge Agency: Ogilvy / Cape Town Client: 24.com Category: Television / Short Form - Campaign
Old Spice - It Practically Smells Itself Agency: Wieden+Kennedy / Portland Client: Old Spice Category: Television / Short Form - Campaign
Reassemble! Agency: 72andSunny / Los Angeles Client: Call of Duty: WWII Category: Television / Long Form - Campaign
Original is Never Finished Agency: Johannes Leonardo / New York Client: adidas Originals Category: Television / Long Form - Campaign

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 Film Gold Pencil

AUDI / London + BBH / London + Rattling Stick / London

AUDI

CLOWNS

Television / Long Form - Single

OS_FI18008G

2018 Film Gold Pencil

Droga5 / New York + Chromista / Los Angeles + The Mill / New York

The New York Times

The Truth is Hard to Find - Bryan Denton

Television / Long Form - Single

OS_FI18009G

2018 Film Gold Pencil

Droga5 / New York + Chromista / Los Angeles + The Mill / New York

The New York Times

The Truth is Hard to Find - Tyler Hicks

Television / Long Form - Single

OS_FI18010G

2018 Film Gold 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

Television / Long Form - Single

OS_FI18011G

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 + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

Procter & Gamble - Tide

It's Another Tide Ad

Television / Short Form - Single

OS_FI18002G

2018 Film Gold 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 Film Silver Pencil

adam&eveDDB / London + Framestore / London

Marmite

The Gene Project

Television / Long Form - Single

OS_FI18012S

2018 Film Silver Pencil

Diesel / Breganze + Publicis Italy / Milan

Diesel

Keep The World Flawed

Television / Long Form - Single

OS_FI18013S

2018 Film Silver Pencil

La Comunidad / Buenos Aires + Argentinacine / Buenos Aires

FILM SUEZ

Slumber

Television / Long Form - Single

OS_FI18014S

2018 Film Silver Pencil

Colenso BBDO / Auckland

Mars

The Pedigree Child Replacement Programme

Television / Short Form - Campaign

OS_FI18006S

2018 Film Silver Pencil

Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

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

Apple / Cupertino + Furlined / Santa Monica

Apple

Barbers

Television / Long Form - Single

OS_FI18015B

2018 Film Bronze Pencil

CP+B / Los Angeles + Rattling Stick / Santa Monica

Jose Cuervo

Last Days

Television / Long Form - Single

OS_FI18016B

2018 Film Bronze Pencil

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

Samsung

Ostrich

Television / Long Form - Single

OS_FI18017B

2018 Film Bronze Pencil

Lucky Generals / London + Amazon D1 / Seattle + Hungry Man / LA

Amazon

Alexa Loses her Voice

Television / Long Form - Single

OS_FI18018B

2018 Film Bronze Pencil

Goodby Silverstein & Partners / San Francisco + Biscuit Filmworks / Los Angeles

Common Sense Media

Device Free Dinner

Television / Short Form - Campaign

OS_FI18007B

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 Film Bronze Pencil

Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles

Procter & Gamble - Tide

It's Yet Another Tide Ad

Television / Short Form - Single

OS_FI18005B

2018 Film Merit Award

72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Google

Year in Search

Television / Long Form - Single

OS_FI18079M

2018 Film Merit Award

adam&eveDDB / London

Red Cross

Every Parent's Worst Nightmare

Television / Long Form - Single

OS_FI18080M

2018 Film Merit Award

adam&eveDDB / London + Factory / London

Volkswagen

The Button

Television / Long Form - Single

OS_FI18081M

2018 Film Merit Award

Arnold Worldwide / Boston

Jeep

Anti-Manifesto

Television / Long Form - Single

OS_FI18082M

2018 Film Merit Award

BBDO / New York + Biscuit Filmworks / Los Angeles

Mars Petcare / Pedigree

General Howe's Dog

Television / Long Form - Single

OS_FI18083M

2018 Film Merit Award

BETC / Paris

Lacoste

Timeless

Television / Long Form - Single

OS_FI18084M

2018 Film Merit Award

Biscuit Filmworks / London + Droga5 / London + Biscuit Filmworks / Los Angeles

Ancestry

Ancestry DNA "Together Forever"

Television / Long Form - Single

OS_FI18085M

2018 Film Merit Award

DDB Group New Zealand / Auckland

Lotto New Zealand

Armoured Truck

Television / Long Form - Single

OS_FI18086M

2018 Film Merit Award

Deutsch / Los Angeles + Motive Music / Santa Monica + Lime Studios / Santa Monica

Taco Bell

Web of Fries

Television / Long Form - Single

OS_FI18087M

2018 Film Merit Award

Diesel / Breganze + Publicis Italy / Milan

Diesel

Go With The Flaw

Television / Long Form - Single

OS_FI18088M

2018 Film Merit Award

Droga5 / London + Biscuit Filmworks / London

Kwiff

It's perfectly normal. Until it's Kwiffed.

Television / Long Form - Single

OS_FI18089M

2018 Film Merit Award

Forsman & Bodenfors / Gothenburg

Volvo Cars

Moments

Television / Long Form - Single

OS_FI18090M

2018 Film Merit Award

Goodby Silverstein & Partners / San Francisco

Doritos + Mountain Dew

Doritos Blaze vs. MTN DEW ICE

Television / Long Form - Single

OS_FI18091M

2018 Film Merit Award

Grabarz & Partner Werbeagentur GmbH / Hamburg + Anorak FILM / Hamburg + NHB Video GmbH / Hamburg + Supreme Music GmbH / Hamburg

Volkswagen

Kid's Dreams

Television / Long Form - Single

OS_FI18092M

2018 Film Merit Award

Havas / New York + Park Pictures / New York + Arcade Edit / New York + The Mill / New York

TD Ameritrade

Cat's in the Cradle

Television / Long Form - Single

OS_FI18093M

2018 Film Merit Award

Herezie Group / Paris

DAVID LYNCH FOUNDATION

SOUNDS OF TRAUMA

Television / Long Form - Single

OS_FI18094M

2018 Film Merit Award

MJZ / LA + DDB / Chicago + Moving Picture Company / International

State Farm

Following

Television / Long Form - Single

OS_FI18095M

2018 Film Merit Award

TBWAMedia Arts Lab / Los Angeles

Apple

Earth: Shot on iPhone

Television / Long Form - Single

OS_FI18096M

2018 Film Merit Award

Wieden+Kennedy / Portland

Procter & Gamble

Love Over Bias

Television / Long Form - Single

OS_FI18097M

2018 Film Merit Award

Wieden+Kennedy / Portland

Old Spice

Old Spice - Red Sweater

Television / Long Form - Single

OS_FI18098M

2018 Film Merit Award

Y&R MEX / Mexico City

Movistar Mx

Love Story

Television / Long Form - Single

OS_FI18099M

2018 Film Merit Award

Barton F. Graf / New York

Little Caesars

ExtraMostBestest Campaign

Television / Short Form - Campaign

OS_FI18073M

2018 Film Merit Award

BBDO / New York + Smith&Jones

AT&T / DIRECTV

Some People

Television / Short Form - Campaign

OS_FI18074M

2018 Film Merit Award

FoxP2 / Cape Town + Patriot / Cape Town

Cape of Good Hope SPCA

#ChooseYourFamily

Television / Short Form - Campaign

OS_FI18075M

2018 Film Merit Award

Ogilvy UK / London

Samsung

Humans will be Humans

Television / Short Form - Campaign

OS_FI18076M

2018 Film Merit Award

Ogilvy / Cape Town

24.com

News24 Edge

Television / Short Form - Campaign

OS_FI18077M

2018 Film Merit Award

Wieden+Kennedy / Portland

Old Spice

Old Spice - It Practically Smells Itself

Television / Short Form - Campaign

OS_FI18078M

2018 Film Merit Award

72andSunny / Los Angeles

Call of Duty: WWII

Reassemble!

Television / Long Form - Campaign

OS_FI18100M

2018 Film Merit Award

Johannes Leonardo / New York

adidas Originals

Original is Never Finished

Television / Long Form - Campaign

OS_FI18101M

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