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
Ostrich Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles Client: Samsung Category: Craft - Visual Effects / Single
To The Last Tree Standing Agency: Ogilvy & Mather Polska / Warsaw Client: Greenpeace Poland Category: Gaming
Pedigree Selfie STIX Agency: Colenso BBDO / Auckland Client: Mars Category: Applications
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
The Lioness Crest Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam Client: Nike Category: Branding / Rebranding
Trash Isles Agency: AMVBBDO / London + LADbible / London Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
Did You Mean MailChimp? Agency: Droga5 / New York + PHD / New York + Resn / Wellington Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
Give Registry Agency: Clemenger BBDO / Melbourne Client: Myer Category: Integrated Campaign
Beyond Money Agency: MRM//McCann / Madrid Client: Banco Santander Category: Broadcast / Long 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
GREEN LIGHT RUN Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo Client: adidas Japan Category: Innovation in Responsive Environments
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
Google Home of The Whopper Agency: DAVID / Miami Client: Burger King Category: Innovation in Cross-Platform / Experiential
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
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
SickKids VS - MomStrong Agency: Cossette / Toronto + Skin and Bones Film Company / Toronto + The Vanity / Toronto + Pirate / Toronto Client: SickKids Foundation Category: Film / Long Form
Capture Agency: McCann Worldgroup / Bangkok Client: Verena International Co., Ltd. Category: Film / Long Form
Imaginary Friends Society - What's an MRI Agency: RPA / Santa Monica Client: Pediatric Brain Tumor Foundation Category: Film / Long Form
The Hearing Test in Disguise Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney Client: Cochlear Category: Film / Long Form
SOUNDS OF TRAUMA Agency: Herezie Group / Paris Client: DAVID LYNCH FOUNDATION Category: Film / Long Form
Making Gut Health Digestible Agency: Jones Knowles Ritchie / London Client: The Gut Stuff Category: Moving Image / Single
OBSESSION FOR SMOOTHNESS Agency: SIX INC / Tokyo + SPA-HAKUHODO CO., LTD / Tokyo Client: DOUBLE A Category: Moving Image / Single
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
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
UNCONTROLLED TYPES by Plotter Drawing Agency: SHA inc. / TOKYO Client: SHA inc. Category: Typography / Static
next Bank Agency: R/GA / Sao Paulo Client: Banco Bradesco Category: Mobile / Utility
Flock Agency: R/GA / London + Flock / London Client: Flock Category: Mobile / Utility
YOURNALIST Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona Client: EITB - Euskal Irrati Telebista Category: Use of Technology
AAMI SmartPlates Agency: Ogilvy Australia / Melbourne Client: AAMI Category: Use of Technology
Live Looper Agency: BBDO / New York + BBDO Studios / New York Client: Downtown Records Category: Use of Technology
Disappearing Person Alerts Agency: BWM Dentsu / Melbourne + Cox Inall Change / Melbourne Client: Queensland Police Category: Use of Technology
Qibla Finder Agency: Google Brand Studio / London Client: Google Brand Studio Category: Use of Technology
Exclusive the Rainbow case study Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago Client: Mars Wrigley Confectionery Category: Online Films & Video / Varying Length Campaign
Snaplications Agency: VML / Sydney Client: McDonald's Australia Category: Innovation in Mobile
Uk'shona Kwelanga - a WhatsApp Drama series Agency: King James Group / Cape Town Client: Sanlam Category: Innovation in Mobile
Make It Metal Agency: Ogilvy & Mather Japan GK / Tokyo Client: Sony Music Labels (Japan) Inc. Category: Innovation in Mobile
RIMOWA ELECTRONIC TAG Agency: Philipp und Keuntje / Hamburg + RIMOWA / Cologne Client: RIMOWA Category: Innovation in Mobile
Journey Around HEARTLAND Agency: DENTSU INC. / Tokyo + J.C.SPARK / Tokyo + Nissho Co., Ltd. / Tokyo + Revlon / Tokyo Client: Kirin Company, Limited Category: Promotional / Booklets, Brochures, & Product Catalogues
Annual Report Agency: Design Army / Washington, DC Client: The Human Rights Campaign Category: Promotional / Booklets, Brochures, & Product Catalogues
Penguin Frozen Storybook Agency: TBWA\ / Shanghai Client: Penguin Books Category: Promotional / Booklets, Brochures, & Product Catalogues
Music Liberates Music Agency: BBDO / New York + PhantoscopicLtd Client: Bacardi Category: Cross-Channel / Digital Cross-Channel
Magenta Unleashed Agency: Saatchi & Saatchi / London + Mediacom / Dusseldorf + Proud Robinson / Brighton Client: Deutsche Telekom Category: Experiential / Augmented Reality (AR)

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 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 Interactive Gold Pencil

Ogilvy & Mather Polska / Warsaw

Greenpeace Poland

To The Last Tree Standing

Gaming

OS_IN18020G

2018 Mobile Gold Pencil

Colenso BBDO / Auckland

Mars

Pedigree Selfie STIX

Applications

OS_MO18003G

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 Design Gold Pencil

Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam

Nike

The Lioness Crest

Branding / Rebranding

OS_DE18008G

2018 Social Media Gold Pencil

AMVBBDO / London + LADbible / London

LADbible & Plastic Ocean

Trash Isles

Social Engagement / Community Building

OS_SM18013G

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 Public Relations Gold Pencil

Clemenger BBDO / Melbourne

Myer

Give Registry

Integrated Campaign

OS_PR18029G

2018 Branded Entertainment Gold Pencil

MRM//McCann / Madrid

Banco Santander

Beyond Money

Broadcast / Long Form - Single

OS_BE18006G

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 Responsive Environments Gold Pencil

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

adidas Japan

GREEN LIGHT RUN

Innovation in Responsive Environments

OS_RE18010G

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 Cross-Platform Gold Pencil

DAVID / Miami

Burger King

Google Home of The Whopper

Innovation in Cross-Platform / Experiential

OS_CP18020G

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 Health, Wellness & Pharma Gold Pencil

Cossette / Toronto + Skin and Bones Film Company / Toronto + a52 / Santa Monica + PrimeTime Music Rights / Montreal

SickKids Foundation

SickKids VS - All In

Film / Long Form

OS_HW18013G

2018 Health, Wellness & Pharma Silver Pencil

Cossette / Toronto + Skin and Bones Film Company / Toronto + The Vanity / Toronto + Pirate / Toronto

SickKids Foundation

SickKids VS - MomStrong

Film / Long Form

OS_HW18014S

2018 Health, Wellness & Pharma Silver Pencil

McCann Worldgroup / Bangkok

Verena International Co., Ltd.

Capture

Film / Long Form

OS_HW18015S

2018 Health, Wellness & Pharma Silver Pencil

RPA / Santa Monica

Pediatric Brain Tumor Foundation

Imaginary Friends Society - What's an MRI

Film / Long Form

OS_HW18016S

2018 Health, Wellness & Pharma Bronze Pencil

CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney

Cochlear

The Hearing Test in Disguise

Film / Long Form

OS_HW18017B

2018 Health, Wellness & Pharma Bronze Pencil

Herezie Group / Paris

DAVID LYNCH FOUNDATION

SOUNDS OF TRAUMA

Film / Long Form

OS_HW18018B

2018 Design Gold Pencil

Jones Knowles Ritchie / London

The Gut Stuff

Making Gut Health Digestible

Moving Image / Single

OS_DE18051G

2018 Design Bronze Pencil

SIX INC / Tokyo + SPA-HAKUHODO CO., LTD / Tokyo

DOUBLE A

OBSESSION FOR SMOOTHNESS

Moving Image / Single

OS_DE18052B

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 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 Design Gold Pencil

SHA inc. / TOKYO

SHA inc.

UNCONTROLLED TYPES by Plotter Drawing

Typography / Static

OS_DE18015G

2018 UX / UI Gold Pencil

R/GA / Sao Paulo

Banco Bradesco

next Bank

Mobile / Utility

OS_UX18005G

2018 UX / UI Silver Pencil

R/GA / London + Flock / London

Flock

Flock

Mobile / Utility

OS_UX18006S

2018 Mobile Gold Pencil

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

EITB - Euskal Irrati Telebista

YOURNALIST

Use of Technology

OS_MO18016G

2018 Mobile Silver Pencil

Ogilvy Australia / Melbourne

AAMI

AAMI SmartPlates

Use of Technology

OS_MO18017S

2018 Mobile Bronze Pencil

BBDO / New York + BBDO Studios / New York

Downtown Records

Live Looper

Use of Technology

OS_MO18018B

2018 Mobile Bronze Pencil

BWM Dentsu / Melbourne + Cox Inall Change / Melbourne

Queensland Police

Disappearing Person Alerts

Use of Technology

OS_MO18019B

2018 Mobile Bronze Pencil

Google Brand Studio / London

Google Brand Studio

Qibla Finder

Use of Technology

OS_MO18020B

2018 Film Gold Pencil

DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago

Mars Wrigley Confectionery

Exclusive the Rainbow case study

Online Films & Video / Varying Length Campaign

OS_FI18034G

2018 Mobile Silver Pencil

VML / Sydney

McDonald's Australia

Snaplications

Innovation in Mobile

OS_MO18026S

2018 Mobile Bronze Pencil

King James Group / Cape Town

Sanlam

Uk'shona Kwelanga - a WhatsApp Drama series

Innovation in Mobile

OS_MO18027B

2018 Mobile Bronze Pencil

Ogilvy & Mather Japan GK / Tokyo

Sony Music Labels (Japan) Inc.

Make It Metal

Innovation in Mobile

OS_MO18028B

2018 Mobile Bronze Pencil

Philipp und Keuntje / Hamburg + RIMOWA / Cologne

RIMOWA

RIMOWA ELECTRONIC TAG

Innovation in Mobile

OS_MO18029B

2018 Design Bronze Pencil

DENTSU INC. / Tokyo + J.C.SPARK / Tokyo + Nissho Co., Ltd. / Tokyo + Revlon / Tokyo

Kirin Company, Limited

Journey Around HEARTLAND

Promotional / Booklets, Brochures, & Product Catalogues

OS_DE18024B

2018 Design Bronze Pencil

Design Army / Washington, DC

The Human Rights Campaign

Annual Report

Promotional / Booklets, Brochures, & Product Catalogues

OS_DE18025B

2018 Design Bronze Pencil

TBWA\ / Shanghai

Penguin Books

Penguin Frozen Storybook

Promotional / Booklets, Brochures, & Product Catalogues

OS_DE18026B

2018 UX / UI Silver Pencil

BBDO / New York + PhantoscopicLtd

Bacardi

Music Liberates Music

Cross-Channel / Digital Cross-Channel

OS_UX18009S

2018 Branded Entertainment Silver Pencil

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

Deutsche Telekom

Magenta Unleashed

Experiential / Augmented Reality (AR)

OS_BE18033S

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