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
Birth
Agency: BBH / London + Mill+ / London + String and Tins / London + The Mill / London
Client: Audi Category: Craft - Music / Sound / Music / Sound
Inactivity Tracker
Agency: FCB / Chicago
Client: Joe Boxer Category: Consumer - Applications & Sites / Consumer Goods
Owlet
Agency: R/GA / New York + Owlet / Provo
Client: Owlet Baby Care Category: Consumer - Integrated Digital & Physical Products / Integrated Digital & Physical Products
Travel Before It's Not Fun Anymore
Agency: TBWA\Hunt\Lascaris / Johannesburg
Client: Flight Centre, Student Flights Category: Consumer - Advertising - Campaign / Advertising - Campaign
GE Podcast Theatre presents The Message
Agency: BBDO / New York
Client: GE Category: Consumer - Branded Podcast / Branded Podcast
Netflix or Study
Agency: Netflix / Los Angeles + MUH-TAY-ZIK | HOF-FER / San Francisco
Client: Netflix Category: Consumer - Branded Social Post / Branded Social Post
SHOTTASoCo
Agency: Wieden+Kennedy / New York + Caviar / Los Angeles
Client: Southern Comfort Category: Consumer - Music / Music Videos
The Banner That Makes You Like Banners
Agency: BBDO Russia Group / Moscow + Proximity Russia / Moscow
Client: 3M Category: Consumer - Digital / Websites, Microsites & Banners
The Interactive Form
Agency: BETC / Paris + BETC Digital / Paris
Client: CANAL+ Category: Consumer - Digital / Websites, Microsites & Banners
Europe's Most Punctual Offer
Agency: McCANN / Copenhagen
Client: Scandinavian Airlines Category: Consumer - Digital / Websites, Microsites & Banners
Listen
Agency: Grey / New York + Chelsea / New York + Rock Paper Scissors / New York
Client: National Football League Category: CSR - Television / Television (Any Length) - Single
Open Road Project
Agency: DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client: Toyota Category: Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Consumer - Immersive / Exhibitions
Vodafone "Between Us"
Agency: Y&R Team Red / Istanbul
Client: Vodafone Category: CSR - Integrated Branding / Integrated Branding
Painting of Paints
Agency: DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + Sakano photo office / Tokyo + ADBRAIN Inc. / Tokyo
Client: Turner Colour Works Category: Craft - Illustration - Single or Series / Illustration - Single or Series
Life Saving Dot
Agency: Grey Group / SIngapore
Client: Talwar Traders Category: CSR - Physical / Digital / Physical / Digital
Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Online Films & Video / Short Form - Single
Fast Forward, Lake
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single
Whatever Happens
Agency: HAVAS PARIS / PUTEAUX + OPEN HOUSE / LOS ANGELES
Client: Juva Sante Category: Consumer - Television / 20 Second & Under - Campaign
The Gun Shop
Agency: Grey / New York + Rival School Pictures / New York
Client: States United to Prevent Gun Violence Category: Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design
Love Has No Labels
Agency: R/GA / New York
Client: Ad Council Category: Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design
Rocket Car
Agency: Wieden+Kennedy / Portland
Client: Old Spice Category: Consumer - Television / 60 Second - Single
Japanese Sake KOI
Agency: BULLET Inc. / Tokyo + Wakyo Shouten Co. Ltd. / Tokyo
Client: Imayotsukasa Sake Brewery Category: Consumer - Package Design / Single or Series
OH!-Saft - Squeeze Bottles
Agency: Leo Burnett Germany / Frankfurt
Client: mymuesli Category: Consumer - Package Design / Single or Series
Unforgotten Soldiers
Agency: DDB Group New Zealand / Auckland
Client: SKY TV Category: Consumer - Environmental / Immersive Design / Outdoor Spaces
Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups
Interception
Agency: Grey / New York
Client: Volvo Category: Consumer - Experiential Advertising / Events & Competitions
Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Consumer - Experiential Advertising / Events & Competitions
The Man & The Dog
Agency: DDB Argentina / Buenos Aires + Central Films / Mexico
Client: Fundación Argentina de Trasplante Hepático Category: Non-Profit - Television / Television (Any Length) - Single
Not Allowed
Agency: Grey Canada / Toronto
Client: Moms Demand Action for Gun Sense in America Category: Non-Profit - Television / Television (Any Length) - Single
Super Bowl Babies
Agency: Grey / New York + Park Pictures / New York + Townhouse23 / New York + Exile / New York
Client: National Football League Category: Consumer - Music / Creative Use of Music Supporting a Brand
Igugu
Agency: FCB 1886 / Johannesburg
Client: Cell C Category: Craft - Music / Sound / Music / Sound
Nivea Doll
Agency: FCB BRASIL / SAO PAULO
Client: BDF Nivea Brasil Category: Consumer - Experiential Advertising / Guerilla
#OptOutside
Agency: Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / San Francisco + North Kingdom / Los Angeles
Client: REI Category: Consumer - Experiential Advertising / Guerilla
The 2008 China Earthquake
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
The Osama Bin Laden Raid
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
The Birth of the Royal Baby
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
Wilson X Connected Basketball
Agency: Phenomenon / Los Angeles
Client: Wilson Sporting Goods Category: Consumer - Use of Technology / Product & Mobile Integration
Melanoma Likes Me
Agency: George Patterson Y&R / Brisbane
Client: Melanoma Patients Australia Category: Non-Profit - Branded Social Campaign / Branded Social Campaign
Justino
Agency: Leo Burnett / Madrid + Passion Pictures / London + Blur Films / Madrid
Client: Loterias y Apuestas del Estado Category: Craft - Animation / Animation
Paper
Agency: RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica
Client: American Honda Motor Category: Craft - Animation / Animation
The Gun Shop
Agency: Grey / New York + Rival School Pictures / New York
Client: States United to Prevent Gun Violence Category: Non-Profit - Ambient / Environmental / Ambient / Environmental
First Person Lover
Agency: Garbergs / Stockholm + RIVER/ISBIT / Stockholm
Client: Björn Borg Category: Consumer - Websites / Branded Games
Groceries Not Guns
Agency: Grey Canada / Toronto
Client: Moms Demand Action for Gun Sense in America Category: Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying
...And That's the Smell of Archer
Agency: FCB / Chicago
Client: Archer+Wolf Category: Craft - Writing / Writing
Tiny Dancer
Agency: adam&eveDDB / London + Blink / London + Final Cut / London + Manning Gotlieb OMD (Media Agency) / London
Client: John Lewis Insurance Category: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Open Up Your Imagination
Agency: HAKUHODO Inc. / Tokyo + TIDE INC. / Tokyo
Client: Musashino Art University Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
The First Ever Pinterest Yard Sale
Agency: Deutsch / New York
Client: Krylon Category: Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Award:
2016 Film Gold Pencil
Agency:
BBH / London + Mill+ / London + String and Tins / London + The Mill / London
Client:
Audi
Title:
Birth
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
FI16089G
Award:
2016 Mobile Gold Pencil
Agency:
FCB / Chicago
Client:
Joe Boxer
Title:
Inactivity Tracker
Category:
Consumer - Applications & Sites / Consumer Goods
Annual ID:
MO16001G
Award:
2016 Intellectual Property Gold Pencil
Agency:
R/GA / New York + Owlet / Provo
Client:
Owlet Baby Care
Title:
Owlet
Category:
Consumer - Integrated Digital & Physical Products / Integrated Digital & Physical Products
Annual ID:
IP16002G
Award:
2016 Radio Gold Pencil
Agency:
TBWA\Hunt\Lascaris / Johannesburg
Client:
Flight Centre, Student Flights
Title:
Travel Before It's Not Fun Anymore
Category:
Consumer - Advertising - Campaign / Advertising - Campaign
Annual ID:
RA16003G
Award:
2016 Radio Gold Pencil
Agency:
BBDO / New York
Client:
GE
Title:
GE Podcast Theatre presents The Message
Category:
Consumer - Branded Podcast / Branded Podcast
Annual ID:
RA16006G
Award:
2016 Social Media Gold Pencil
Agency:
Netflix / Los Angeles + MUH-TAY-ZIK | HOF-FER / San Francisco
Client:
Netflix
Title:
Netflix or Study
Category:
Consumer - Branded Social Post / Branded Social Post
Annual ID:
SM16003G
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Wieden+Kennedy / New York + Caviar / Los Angeles
Client:
Southern Comfort
Title:
SHOTTASoCo
Category:
Consumer - Music / Music Videos
Annual ID:
BE16035G
Award:
2016 Direct Gold Pencil
Agency:
BBDO Russia Group / Moscow + Proximity Russia / Moscow
Client:
3M
Title:
The Banner That Makes You Like Banners
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16006G
Award:
2016 Direct Gold Pencil
Agency:
BETC / Paris + BETC Digital / Paris
Client:
CANAL+
Title:
The Interactive Form
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16007G
Award:
2016 Direct Gold Pencil
Agency:
McCANN / Copenhagen
Client:
Scandinavian Airlines
Title:
Europe's Most Punctual Offer
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16008G
Award:
2016 Film Gold Pencil
Agency:
Grey / New York + Chelsea / New York + Rock Paper Scissors / New York
Client:
National Football League
Title:
Listen
Category:
CSR - Television / Television (Any Length) - Single
Annual ID:
FI16051G
Award:
2016 Intellectual Property Gold Pencil
Agency:
DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client:
Toyota
Title:
Open Road Project
Category:
Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Annual ID:
IP16010G
Award:
2016 Responsive Environments Gold Pencil
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Consumer - Immersive / Exhibitions
Annual ID:
RE16003G
Award:
2016 Cross-Platform Gold Pencil
Agency:
Y&R Team Red / Istanbul
Client:
Vodafone
Title:
Vodafone "Between Us"
Category:
CSR - Integrated Branding / Integrated Branding
Annual ID:
CP16015G
Award:
2016 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + Sakano photo office / Tokyo + ADBRAIN Inc. / Tokyo
Client:
Turner Colour Works
Title:
Painting of Paints
Category:
Craft - Illustration - Single or Series / Illustration - Single or Series
Annual ID:
DE16068G
Award:
2016 Intellectual Property Gold Pencil
Agency:
Grey Group / SIngapore
Client:
Talwar Traders
Title:
Life Saving Dot
Category:
CSR - Physical / Digital / Physical / Digital
Annual ID:
IP16005G
Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16037G
Award:
2016 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Lake
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16038G
Award:
2016 Film Gold Pencil
Agency:
HAVAS PARIS / PUTEAUX + OPEN HOUSE / LOS ANGELES
Client:
Juva Sante
Title:
Whatever Happens
Category:
Consumer - Television / 20 Second & Under - Campaign
Annual ID:
FI16018G
Award:
2016 Design Gold Pencil
Agency:
Grey / New York + Rival School Pictures / New York
Client:
States United to Prevent Gun Violence
Title:
The Gun Shop
Category:
Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16047G
Award:
2016 Design Gold Pencil
Agency:
R/GA / New York
Client:
Ad Council
Title:
Love Has No Labels
Category:
Non-Profit - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16048G
Award:
2016 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Old Spice
Title:
Rocket Car
Category:
Consumer - Television / 60 Second - Single
Annual ID:
FI16001G
Award:
2016 Design Gold Pencil
Agency:
BULLET Inc. / Tokyo + Wakyo Shouten Co. Ltd. / Tokyo
Client:
Imayotsukasa Sake Brewery
Title:
Japanese Sake KOI
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16024G
Award:
2016 Design Gold Pencil
Agency:
Leo Burnett Germany / Frankfurt
Client:
mymuesli
Title:
OH!-Saft - Squeeze Bottles
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16025G
Award:
2016 Design Gold Pencil
Agency:
DDB Group New Zealand / Auckland
Client:
SKY TV
Title:
Unforgotten Soldiers
Category:
Consumer - Environmental / Immersive Design / Outdoor Spaces
Annual ID:
DE16032G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups
Annual ID:
PO16038G
Award:
2016 Cross-Platform Gold Pencil
Agency:
Grey / New York
Client:
Volvo
Title:
Interception
Category:
Consumer - Experiential Advertising / Events & Competitions
Annual ID:
CP16001G
Award:
2016 Cross-Platform Gold Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Experiential Advertising / Events & Competitions
Annual ID:
CP16002G
Award:
2016 Film Gold Pencil
Agency:
DDB Argentina / Buenos Aires + Central Films / Mexico
Client:
Fundación Argentina de Trasplante Hepático
Title:
The Man & The Dog
Category:
Non-Profit - Television / Television (Any Length) - Single
Annual ID:
FI16059G
Award:
2016 Film Gold Pencil
Agency:
Grey Canada / Toronto
Client:
Moms Demand Action for Gun Sense in America
Title:
Not Allowed
Category:
Non-Profit - Television / Television (Any Length) - Single
Annual ID:
FI16060G
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Grey / New York + Park Pictures / New York + Townhouse23 / New York + Exile / New York
Client:
National Football League
Title:
Super Bowl Babies
Category:
Consumer - Music / Creative Use of Music Supporting a Brand
Annual ID:
BE16033G
Award:
2016 UX / UI Gold Pencil
Agency:
AKQA / Sao Paulo + AKQA / London
Client:
Usher
Title:
Don't Look Away
Category:
CSR - Web / Web
Annual ID:
UX16013G
Award:
2016 Radio Gold Pencil
Agency:
FCB 1886 / Johannesburg
Client:
Cell C
Title:
Igugu
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
RA16012G
Award:
2016 Cross-Platform Gold Pencil
Agency:
FCB BRASIL / SAO PAULO
Client:
BDF Nivea Brasil
Title:
Nivea Doll
Category:
Consumer - Experiential Advertising / Guerilla
Annual ID:
CP16006G
Award:
2016 Cross-Platform Gold Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / San Francisco + North Kingdom / Los Angeles
Client:
REI
Title:
#OptOutside
Category:
Consumer - Experiential Advertising / Guerilla
Annual ID:
CP16007G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The 2008 China Earthquake
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16065G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The Osama Bin Laden Raid
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16066G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The Birth of the Royal Baby
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16067G
Award:
2016 Mobile Gold Pencil
Agency:
Phenomenon / Los Angeles
Client:
Wilson Sporting Goods
Title:
Wilson X Connected Basketball
Category:
Consumer - Use of Technology / Product & Mobile Integration
Annual ID:
MO16011G
Award:
2016 Social Media Gold Pencil
Agency:
George Patterson Y&R / Brisbane
Client:
Melanoma Patients Australia
Title:
Melanoma Likes Me
Category:
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16015G
Award:
2016 Film Gold Pencil
Agency:
Leo Burnett / Madrid + Passion Pictures / London + Blur Films / Madrid
Client:
Loterias y Apuestas del Estado
Title:
Justino
Category:
Craft - Animation / Animation
Annual ID:
FI16091G
Award:
2016 Film Gold Pencil
Agency:
RPA / Santa Monica + RESET CONTENT / Santa Monica + Rock Paper Scissors / Santa Monica + A52 / Santa Monica
Client:
American Honda Motor
Title:
Paper
Category:
Craft - Animation / Animation
Annual ID:
FI16092G
Award:
2016 Direct Gold Pencil
Agency:
Grey / New York + Rival School Pictures / New York
Client:
States United to Prevent Gun Violence
Title:
The Gun Shop
Category:
Non-Profit - Ambient / Environmental / Ambient / Environmental
Annual ID:
DI16039G
Award:
2016 Interactive Gold Pencil
Agency:
Garbergs / Stockholm + RIVER/ISBIT / Stockholm
Client:
Björn Borg
Title:
First Person Lover
Category:
Consumer - Websites / Branded Games
Annual ID:
IN16013G
Award:
2016 Public Relations Gold Pencil
Agency:
Grey Canada / Toronto
Client:
Moms Demand Action for Gun Sense in America
Title:
Groceries Not Guns
Category:
Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying
Annual ID:
PR16021G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
FCB / Chicago
Client:
Archer+Wolf
Title:
...And That's the Smell of Archer
Category:
Craft - Writing / Writing
Annual ID:
PO16071G
Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Final Cut / London + Manning Gotlieb OMD (Media Agency) / London
Client:
John Lewis Insurance
Title:
Tiny Dancer
Category:
Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Annual ID:
FI16029G
Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Annual ID:
FI16030G
Award:
2016 Design Gold Pencil
Agency:
HAKUHODO Inc. / Tokyo + TIDE INC. / Tokyo
Client:
Musashino Art University
Title:
Open Up Your Imagination
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16062G
Award:
2016 Social Media Gold Pencil
Agency:
Deutsch / New York
Client:
Krylon
Title:
The First Ever Pinterest Yard Sale
Category:
Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Annual ID:
SM16001G
