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
Search Racism. Find Truth.
Agency: FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client: Flüchtlinge Willkommen Category: Craft / Use of Digital Technology - Single or Campaign
The Breathalyzer Bag
Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client: Tostitos Category: Craft / Use of Digital Technology - Single or Campaign
The First Analog Webstore
Agency: HEIMAT / Berlin
Client: HORNBACH Baumarkt AG Category: Craft / Use of Digital Technology - Single or Campaign
Typevoice
Agency: Ogilvy / New York
Client: Webby Awards Category: Craft / Use of Digital Technology - Single or Campaign
INTELLIGENT PARKING CHAIR
Agency: TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO
Client: NISSAN MOTOR CO.,LTD. Category: Craft / Use of Digital Technology - Single or Campaign
Donate your data
Agency: UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen
Client: Waoo Category: Craft / Use of Digital Technology - Single or Campaign
The Riderless Bike
Agency: Havas / Sydney + Red Agency / Sydney + FINCH / Sydney
Client: Steve Waugh Foundation Category: Innovation in Direct
The First Analog Webstore
Agency: HEIMAT / Berlin
Client: HORNBACH Baumarkt AG Category: Innovation in Direct
Lifesaver Backpack
Agency: J. Walter Thompson Colombia / Bogota
Client: Casa Luker Category: Innovation in Direct
+MET PROJECT
Agency: J. Walter Thompson Japan / Tokyo + Onion Inc. / Tokyo + amana inc. / Tokyo
Client: TANIZAWA Category: Innovation in Direct
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Innovation in Direct
Ahlan Bear
Agency: Rethink + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client: COSTI Immigrant Services Category: Innovation in Direct
GIGA Selfie
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: Tourism Australia Category: Innovation in Direct
Picnic Blanket
Agency: Rosapark / Paris
Client: Fruits and Wine Category: Ambient / Billboards & Transit - Single
Mirrors of Racism
Agency: W3haus / São Paulo
Client: NGO CRIOLA Category: Ambient / Billboards & Transit - Single
The Rainwater Drinking Fountain
Agency: WMcCann / Rio de Janeiro
Client: Água Mineral Crystal / Coca-Cola Brasil Category: Ambient / Billboards & Transit - Single
Tackle Homelessness
Agency: Boys and Girls / Dublin + Mediavest / Dublin
Client: Three Ireland Category: Ambient / Non-Broadcast Video
Whopper Exchange
Agency: AKQA / São Paulo
Client: Burger King Category: Ambient / P.O.P. & In-Store - Single
Foot Locker Audio Tours
Agency: BBDO / New York + EG Plus / New York
Client: Foot Locker Category: Ambient / P.O.P. & In-Store - Single
The Hidden Car Crash Wine Label
Agency: Leo Burnett / Moscow
Client: Uber Category: Ambient / P.O.P. & In-Store - Single
Sugar Detox
Agency: Marcel / Paris
Client: Intermarché Category: Ambient / P.O.P. & In-Store - Single
The Daily Catch
Agency: Serviceplan / Munich
Client: METRO Category: Ambient / P.O.P. & In-Store - Single
Spanish Lessons
Agency: ALMA DDB. / Miami
Client: Netflix - Narcos Category: Digital / Social Media & Viral Marketing
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Digital / Social Media & Viral Marketing
Dads #ShareTheLoad (Film Case)
Agency: BBDO India / Mumbai
Client: P&G India Category: Digital / Social Media & Viral Marketing
#WhoIsTheKing
Agency: Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client: Burger King Category: Digital / Social Media & Viral Marketing
Hungerithm
Agency: Clemenger BBDO / Melbourne
Client: Mars Chocolate Australia Category: Digital / Social Media & Viral Marketing
Unacceptable Acceptance Letters
Agency: Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client: The Hunting Ground C/O Chain Camera Pictures Category: Digital / Social Media & Viral Marketing
Winter Swear Jar
Agency: J. Walter Thompson Canada / Toronto
Client: Hotels.com Category: Digital / Social Media & Viral Marketing
Donate the Bars
Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client: Atados Category: Digital / Social Media & Viral Marketing
Your Name Saves
Agency: Leo Burnett / Chicago
Client: Donate Life America Category: Digital / Social Media & Viral Marketing
December 21st
Agency: Leo Burnett / Madrid + RCR / Madrid
Client: Loterias y Apuestas del Estado Category: Digital / Social Media & Viral Marketing
FlyBabies
Agency: MullenLowe / New York
Client: JetBlue Category: Digital / Social Media & Viral Marketing
Cadbury Pre Joy
Agency: Ogilvy & Mather / Johannesburg
Client: Mondelez Category: Digital / Social Media & Viral Marketing
The Unbreakable Preview
Agency: Ogilvy / Paris
Client: Netflix France Category: Digital / Social Media & Viral Marketing
The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Digital / Social Media & Viral Marketing
Bradshaw Stain
Agency: Saatchi & Saatchi / New York
Client: Tide Category: Digital / Social Media & Viral Marketing
Adidas Odds
Agency: Taproot Dentsu / Mumbai
Client: Adidas Category: Digital / Social Media & Viral Marketing
Uncrushable
Agency: TBWA / Sydney + Eleven / Sydney
Client: M.J. Bale Category: Digital / Social Media & Viral Marketing
Magic Words - The Unwritten Stories
Agency: AlmapBBDO / São Paulo
Client: HP Category: Ambient / Immersive / Installations
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Ambient / Immersive / Installations
Cages
Agency: Commonwealth//McCann / Detroit + Carat / Detroit
Client: Chevrolet Category: Ambient / Immersive / Installations
Highway Robbery
Agency: Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client: Volvo Category: Ambient / Immersive / Installations
SMS Last Words
Agency: Havas Worldwide / Shanghai
Client: Global Road Safety Partnership Category: Ambient / Immersive / Installations
Tribeca Film ReActor
Agency: J. Walter Thompson / New York
Client: Tribeca Film Institute Category: Ambient / Immersive / Installations
Apartment Stores
Agency: Nurun / Paris
Client: Delamaison Category: Ambient / Immersive / Installations
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Ambient / Immersive / Installations
25m2 Syria
Agency: POL / Oslo
Client: NRK TV-aksjonen & IKEA Category: Ambient / Immersive / Installations
Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client:
Flüchtlinge Willkommen
Title:
Search Racism. Find Truth.
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17118M
Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17119M
Award:
2017 Direct Marketing Merit Award
Agency:
HEIMAT / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The First Analog Webstore
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17120M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy / New York
Client:
Webby Awards
Title:
Typevoice
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17121M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\HAKUHODO Inc. / TOKYO + TYO Inc. / TOKYO + BIRDMAN Inc. / TOKYO
Client:
NISSAN MOTOR CO.,LTD.
Title:
INTELLIGENT PARKING CHAIR
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17122M
Award:
2017 Direct Marketing Merit Award
Agency:
UncleGrey / Copenhagen + MEC / Århus + WM Creative Labs / Copenhagen
Client:
Waoo
Title:
Donate your data
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI17123M
Award:
2017 Direct Marketing Merit Award
Agency:
Havas / Sydney + Red Agency / Sydney + FINCH / Sydney
Client:
Steve Waugh Foundation
Title:
The Riderless Bike
Category:
Innovation in Direct
Annual ID:
OS_DI17129M
Award:
2017 Direct Marketing Merit Award
Agency:
HEIMAT / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The First Analog Webstore
Category:
Innovation in Direct
Annual ID:
OS_DI17130M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Colombia / Bogota
Client:
Casa Luker
Title:
Lifesaver Backpack
Category:
Innovation in Direct
Annual ID:
OS_DI17131M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Japan / Tokyo + Onion Inc. / Tokyo + amana inc. / Tokyo
Client:
TANIZAWA
Title:
+MET PROJECT
Category:
Innovation in Direct
Annual ID:
OS_DI17132M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Innovation in Direct
Annual ID:
OS_DI17133M
Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / London
Client:
Nike
Title:
Nike On Demand
Category:
Innovation in Direct
Annual ID:
OS_DI17134M
Award:
2017 Direct Marketing Merit Award
Agency:
Rethink + Vapor RMW / Toronto + Alter Ego / Toronto + Wingman / Toronto
Client:
COSTI Immigrant Services
Title:
Ahlan Bear
Category:
Innovation in Direct
Annual ID:
OS_DI17135M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo
Client:
Tourism Australia
Title:
GIGA Selfie
Category:
Innovation in Direct
Annual ID:
OS_DI17136M
Award:
2017 Direct Marketing Merit Award
Agency:
Rosapark / Paris
Client:
Fruits and Wine
Title:
Picnic Blanket
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17062M
Award:
2017 Direct Marketing Merit Award
Agency:
W3haus / São Paulo
Client:
NGO CRIOLA
Title:
Mirrors of Racism
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17063M
Award:
2017 Direct Marketing Merit Award
Agency:
WMcCann / Rio de Janeiro
Client:
Água Mineral Crystal / Coca-Cola Brasil
Title:
The Rainwater Drinking Fountain
Category:
Ambient / Billboards & Transit - Single
Annual ID:
OS_DI17064M
Award:
2017 Direct Marketing Merit Award
Agency:
Boys and Girls / Dublin + Mediavest / Dublin
Client:
Three Ireland
Title:
Tackle Homelessness
Category:
Ambient / Non-Broadcast Video
Annual ID:
OS_DI17080M
Award:
2017 Direct Marketing Merit Award
Agency:
AKQA / São Paulo
Client:
Burger King
Title:
Whopper Exchange
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17055M
Award:
2017 Direct Marketing Merit Award
Agency:
BBDO / New York + EG Plus / New York
Client:
Foot Locker
Title:
Foot Locker Audio Tours
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17056M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Moscow
Client:
Uber
Title:
The Hidden Car Crash Wine Label
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17057M
Award:
2017 Direct Marketing Merit Award
Agency:
Marcel / Paris
Client:
Intermarché
Title:
Sugar Detox
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17058M
Award:
2017 Direct Marketing Merit Award
Agency:
Serviceplan / Munich
Client:
METRO
Title:
The Daily Catch
Category:
Ambient / P.O.P. & In-Store - Single
Annual ID:
OS_DI17059M
Award:
2017 Direct Marketing Merit Award
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17089M
Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17090M
Award:
2017 Direct Marketing Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad (Film Case)
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17091M
Award:
2017 Direct Marketing Merit Award
Agency:
Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client:
Burger King
Title:
#WhoIsTheKing
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17092M
Award:
2017 Direct Marketing Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17093M
Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client:
The Hunting Ground C/O Chain Camera Pictures
Title:
Unacceptable Acceptance Letters
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17094M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Canada / Toronto
Client:
Hotels.com
Title:
Winter Swear Jar
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17095M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client:
Atados
Title:
Donate the Bars
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17096M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17097M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Madrid + RCR / Madrid
Client:
Loterias y Apuestas del Estado
Title:
December 21st
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17098M
Award:
2017 Direct Marketing Merit Award
Agency:
MullenLowe / New York
Client:
JetBlue
Title:
FlyBabies
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17099M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Johannesburg
Client:
Mondelez
Title:
Cadbury Pre Joy
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17100M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy / Paris
Client:
Netflix France
Title:
The Unbreakable Preview
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17101M
Award:
2017 Direct Marketing Merit Award
Agency:
Proximity / Barcelona + Post23 / Barcelona
Client:
Audi Spain
Title:
The doll that chose to drive
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17102M
Award:
2017 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi / New York
Client:
Tide
Title:
Bradshaw Stain
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17103M
Award:
2017 Direct Marketing Merit Award
Agency:
Taproot Dentsu / Mumbai
Client:
Adidas
Title:
Adidas Odds
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17104M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA / Sydney + Eleven / Sydney
Client:
M.J. Bale
Title:
Uncrushable
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17105M
Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
HP
Title:
Magic Words - The Unwritten Stories
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17066M
Award:
2017 Direct Marketing Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17067M
Award:
2017 Direct Marketing Merit Award
Agency:
Commonwealth//McCann / Detroit + Carat / Detroit
Client:
Chevrolet
Title:
Cages
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17068M
Award:
2017 Direct Marketing Merit Award
Agency:
Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client:
Volvo
Title:
Highway Robbery
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17069M
Award:
2017 Direct Marketing Merit Award
Agency:
Havas Worldwide / Shanghai
Client:
Global Road Safety Partnership
Title:
SMS Last Words
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17070M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / New York
Client:
Tribeca Film Institute
Title:
Tribeca Film ReActor
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17071M
Award:
2017 Direct Marketing Merit Award
Agency:
Nurun / Paris
Client:
Delamaison
Title:
Apartment Stores
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17072M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17073M
Award:
2017 Direct Marketing Merit Award
Agency:
POL / Oslo
Client:
NRK TV-aksjonen & IKEA
Title:
25m2 Syria
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17074M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\ / Melbourne
Client:
ANZ
Title:
GAYNZ
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17075M
