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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Award
Agency
Client
Title
Category
Annual ID
Lifeline
Agency: Ogilvy / New York
Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Lo & Behold: Reveries of the Connected World
Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client: NETSCOUT Category: Broadcast / Long Form - Single
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Film / Cinema / Fiction
The DNA Journey
Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client: momondo Category: Online / Long Form - Campaign
Lo & Behold: Reveries of the Connected World
Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client: NETSCOUT Category: Film / Cinema / Non-Fiction / Documentary
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client: Google Arts & Culture Category: Experiential / Virtual Reality (VR)
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Experiential / Virtual Reality (VR)
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Experiential / Live Events
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube
Agency: Conaco / Los Angeles + Turner / Atlanta
Client: Universal Pictures Category: Online / Long Form - Single
Lifeline
Agency: Ogilvy / New York
Client: Qualcomm Snapdragon Category: Online / Long Form - Single
The Boys
Agency: Clemenger BBDO / Melbourne
Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
The Viral Experiment
Agency: The Woolshed Company / Melbourne
Client: The Woolshed Company Category: Self-Promotion
Evan
Agency: BBDO / New York + Smuggler / Los Angeles
Client: Sandy Hook Promise Category: Online / Short Form - Single
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Online / Short Form - Single
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Innovation in Branded Entertainment
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Film / Cinema / Fiction
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: User-Generated Content
Expedia Dream Adventures
Agency: 180LA / Santa Monica
Client: Expedia Category: Experiential / Virtual Reality (VR)
Nike Unlimited Stadium
Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client: Nike Category: Experiential / Live Events
The Man Who Lived At Fretex
Agency: Kitchen Leo Burnett / Oslo
Client: Fretex, Salvation Army Category: Online / Short Form - Campaign
Nosulus Rift
Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client: Ubisoft Category: Innovation in Branded Entertainment
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Agency: Intel / Santa Clara
Client: Intel Category: Innovation in Branded Entertainment
Audi and Airbnb Live to Drive
Agency: Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles
Client: Audi of America Category: Innovation in Branded Entertainment
Target Creates First Ever Live Music Video with Gwen Stefani
Agency: Deutsch / Los Angeles + Wondros / Los Angeles
Client: Target Category: Music Videos
Target Creates First Ever Live Music Video with Gwen Stefani
Agency: Deutsch / Los Angeles + Wondros / Los Angeles
Client: Target Category: Broadcast / Short Form - Single
The Unusual Football Field Project : Football field that breaks through the rectangular boundary
Agency: CJ WORX / BANGKOK
Client: AP THAILAND Category: Experiential / Live Events
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Experiential / Live Events
The Cliché
Agency: Publicis Brasil / Sao Paulo + Hungry Man / Sao Paulo
Client: Heineken Category: Experiential / Live Events
The Journey
Agency: Brunner / Pittsburgh + Sanctuary Content / Los Angeles + Fixer Partners / New York + Final Cut / New York
Client: 84 Lumber Category: Online / Long Form - Single
Unfairy Tales
Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris
Client: UNICEF Category: Online / Short Form - Campaign
Spanish Lessons
Agency: ALMA DDB. / Miami
Client: Netflix - Narcos Category: Online / Short Form - Campaign
Doppelgängers Tourist
Agency: LAPIZ / Chicago
Client: Mexico Tourism Board Category: Online / Short Form - Single
400 Years in the Making - Intel takes Shakespeare’s ‘The Tempest’ Digital
Agency: Intel / Santa Clara
Client: Intel Category: Innovation in Branded Entertainment
Serena Williams' Match Point | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Gaming
The Toycracker: A Mini-Musical Spectacular
Agency: 72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client: Target Category: Broadcast / Long Form - Single
Stride Gum Presents Heaven Sent
Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client: Mondelēz International / Stride Gum Category: Broadcast / Long Form - Single
38 Years Later
Agency: J. Walter Thompson Puerto Rico / San Juan, PR
Client: Triple S Category: Broadcast / Long Form - Single
Lego Batman
Agency: Commonwealth//McCann / Detroit + Carat / Detroit
Client: Chevrolet Category: Film / Cinema / Fiction
The Mermaid
Agency: Publicis Conseil / Paris
Client: SNSM - National Maritime Rescue Organization Category: Film / Cinema / Fiction
Been There, Made That
Agency: Publicis / Seattle
Client: Visit Seattle Category: Online / Long Form - Campaign
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Agency: Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client: Ubisoft Category: Online / Long Form - Campaign
Margot vs. Lily
Agency: Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client: NikeWomen Category: Online / Long Form - Campaign
SAFE&SOUND MUSIC PLAYER
Agency: BBDO / Bangkok + 1moby / Bangkok + Klack Film / Bangkok
Client: LMG INSURANCE Category: Mobile
Award:
2017 Branded Entertainment Best of Discipline Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client:
NETSCOUT
Title:
Lo & Behold: Reveries of the Connected World
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17002G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17003G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen
Client:
momondo
Title:
The DNA Journey
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17016G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Pereira & O'Dell / New York + Saville Productions / Los Angeles
Client:
NETSCOUT
Title:
Lo & Behold: Reveries of the Connected World
Category:
Film / Cinema / Non-Fiction / Documentary
Annual ID:
OS_BE17005G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Beyoncé
Title:
Beyoncé - "Formation"
Category:
Music Videos
Annual ID:
OS_BE17017G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
ALLIANZ
Title:
AMATEUR REPLAY
Category:
User-Generated Content
Annual ID:
OS_BE17032G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London
Client:
Google Arts & Culture
Title:
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17024G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17025G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Experiential / Live Events
Annual ID:
OS_BE17027G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Conaco / Los Angeles + Turner / Atlanta
Client:
Universal Pictures
Title:
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube
Category:
Online / Long Form - Single
Annual ID:
OS_BE17013G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Ogilvy / New York
Client:
Qualcomm Snapdragon
Title:
Lifeline
Category:
Online / Long Form - Single
Annual ID:
OS_BE17014G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Pacific Brands Underwear Group (Australia)
Title:
The Boys
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17009G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
The Woolshed Company / Melbourne
Client:
The Woolshed Company
Title:
The Viral Experiment
Category:
Self-Promotion
Annual ID:
OS_BE17034G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
Sandy Hook Promise
Title:
Evan
Category:
Online / Short Form - Single
Annual ID:
OS_BE17006G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Online / Short Form - Single
Annual ID:
OS_BE17007G
Award:
2017 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17035G
Award:
2017 Branded Entertainment Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17004S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Mobile
Annual ID:
OS_BE17022S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
PRETTYBIRD / Culver City
Client:
Coldplay
Title:
Coldplay - "Up&Up"
Category:
Music Videos
Annual ID:
OS_BE17018S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
User-Generated Content
Annual ID:
OS_BE17033S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
180LA / Santa Monica
Client:
Expedia
Title:
Expedia Dream Adventures
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE17026S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore
Client:
Nike
Title:
Nike Unlimited Stadium
Category:
Experiential / Live Events
Annual ID:
OS_BE17028S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Kitchen Leo Burnett / Oslo
Client:
Fretex, Salvation Army
Title:
The Man Who Lived At Fretex
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17010S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris
Client:
Ubisoft
Title:
Nosulus Rift
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17036S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Intel / Santa Clara
Client:
Intel
Title:
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17037S
Award:
2017 Branded Entertainment Silver Pencil
Agency:
Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles
Client:
Audi of America
Title:
Audi and Airbnb Live to Drive
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17038S
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Deutsch / Los Angeles + Wondros / Los Angeles
Client:
Target
Title:
Target Creates First Ever Live Music Video with Gwen Stefani
Category:
Music Videos
Annual ID:
OS_BE17019B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
FancyShot/VersusPictures/GreatGuns
Client:
Leningrad
Title:
Kolshik
Category:
Music Videos
Annual ID:
OS_BE17020B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Ogilvy & Mather / Chicago
Client:
Morton Salt
Title:
The One Moment
Category:
Music Videos
Annual ID:
OS_BE17021B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Deutsch / Los Angeles + Wondros / Los Angeles
Client:
Target
Title:
Target Creates First Ever Live Music Video with Gwen Stefani
Category:
Broadcast / Short Form - Single
Annual ID:
OS_BE17001B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
CJ WORX / BANGKOK
Client:
AP THAILAND
Title:
The Unusual Football Field Project : Football field that breaks through the rectangular boundary
Category:
Experiential / Live Events
Annual ID:
OS_BE17029B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Experiential / Live Events
Annual ID:
OS_BE17030B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Publicis Brasil / Sao Paulo + Hungry Man / Sao Paulo
Client:
Heineken
Title:
The Cliché
Category:
Experiential / Live Events
Annual ID:
OS_BE17031B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Brunner / Pittsburgh + Sanctuary Content / Los Angeles + Fixer Partners / New York + Final Cut / New York
Client:
84 Lumber
Title:
The Journey
Category:
Online / Long Form - Single
Annual ID:
OS_BE17015B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris
Client:
UNICEF
Title:
Unfairy Tales
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17011B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17012B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
LAPIZ / Chicago
Client:
Mexico Tourism Board
Title:
Doppelgängers Tourist
Category:
Online / Short Form - Single
Annual ID:
OS_BE17008B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Intel / Santa Clara
Client:
Intel
Title:
400 Years in the Making - Intel takes Shakespeare’s ‘The Tempest’ Digital
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17039B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Gaming
Annual ID:
OS_BE17023B
Award:
2017 Branded Entertainment Merit Award
Agency:
72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client:
Target
Title:
The Toycracker: A Mini-Musical Spectacular
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17045M
Award:
2017 Branded Entertainment Merit Award
Agency:
Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client:
Mondelēz International / Stride Gum
Title:
Stride Gum Presents Heaven Sent
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17046M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan, PR
Client:
Triple S
Title:
38 Years Later
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17047M
Award:
2017 Branded Entertainment Merit Award
Agency:
Commonwealth//McCann / Detroit + Carat / Detroit
Client:
Chevrolet
Title:
Lego Batman
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17048M
Award:
2017 Branded Entertainment Merit Award
Agency:
Publicis Conseil / Paris
Client:
SNSM - National Maritime Rescue Organization
Title:
The Mermaid
Category:
Film / Cinema / Fiction
Annual ID:
OS_BE17049M
Award:
2017 Branded Entertainment Merit Award
Agency:
Publicis / Seattle
Client:
Visit Seattle
Title:
Been There, Made That
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17082M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ubisoft / San Francisco + Branded Entertainment Network (BEN) / Los Angeles + Corridor Digital / Los Angeles + Team Supertramp / Salt Lake City
Client:
Ubisoft
Title:
Ubisoft & Branded Entertainment Network (BEN) - Tom Clancy's The Division: Agent Origins
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17083M
Award:
2017 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + RSA Films / Los Angeles
Client:
NikeWomen
Title:
Margot vs. Lily
Category:
Online / Long Form - Campaign
Annual ID:
OS_BE17084M
Award:
2017 Branded Entertainment Merit Award
Agency:
BBDO / Bangkok + 1moby / Bangkok + Klack Film / Bangkok
Client:
LMG INSURANCE
Title:
SAFE&SOUND MUSIC PLAYER
Category:
Mobile
Annual ID:
OS_BE17092M
Award:
2017 Branded Entertainment Merit Award
Agency:
Leo Burnett / Chicago
Client:
Samsung
Title:
Voices of Life
Category:
Mobile
Annual ID:
OS_BE17093M
