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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Agency
Client
Title
Category
Annual ID
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
Supporters all the way
Agency: FRED & FARID / Paris
Client: Société Générale Category: Ambient / Billboards & Transit - 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
Dads #ShareTheLoad
Agency: BBDO India / Mumbai
Client: P&G India Category: Craft / Writing - Single or Campaign
The Book Of Wara'ná
Agency: F/Nazca Saatchi & Saatchi / São Paulo
Client: Ambev - Guaraná Antarctica Category: Craft / Printing / Production - Single or Campaign
Tokyo Deep Nights
Agency: HAKUHODO INC. / TOKYO
Client: TAKEO CO.,LTD. Category: Craft / Printing / Production - Single or Campaign
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
The Great Trump Escape
Agency: Round & Round / Stockholm
Client: Round & Round Category: Self-Promotion
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
Tackle Homelessness
Agency: Boys and Girls / Dublin + Mediavest / Dublin
Client: Three Ireland Category: Ambient / Non-Broadcast Video
Search Racism. Find Truth.
Agency: FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client: Flüchtlinge Willkommen Category: Craft / Data-Driven Personalization - Single or Campaign
Vigilant Wallpapers
Agency: Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client: Jeep Category: Craft / Data-Driven Personalization - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Data-Driven Personalization - Single or Campaign
The Suncell Guide
Agency: MRM//McCann / Stockholm
Client: Vattenfall Category: Craft / Data-Driven Personalization - Single or Campaign
Careculator
Agency: R/GA / New York
Client: Jet.com Category: Craft / Data-Driven Personalization - Single or Campaign
No more black target
Agency: FRED & FARID / New York
Client: New York Ethical Society Category: Craft / Art Direction - 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 / Art Direction - Single or Campaign
PorcelainBones
Agency: Les Gaulois / PUTEAUX
Client: AMGEN Category: Craft / Art Direction - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Art Direction - Single or Campaign
The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Craft / Art Direction - Single or Campaign
#ReadingforROOTS
Agency: 360i / New York
Client: A&E - HISTORY Category: Digital / Websites, Mobile, & Banners
Rink Bingo
Agency: FCB / Zürich
Client: Hockey Club Davos Category: Digital / Websites, Mobile, & Banners
Your Name Saves
Agency: Leo Burnett / Chicago
Client: Donate Life America Category: Digital / Websites, Mobile, & Banners
Special Sponsors
Agency: Leo Burnett Colombia / Bogota
Client: Special Olympics Colombia Category: Digital / Websites, Mobile, & Banners
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Digital / Websites, Mobile, & Banners
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
Award:
2017 Direct Marketing Merit Award
Agency:
FRED & FARID / Paris
Client:
Société Générale
Title:
Supporters all the way
Category:
Ambient / Billboards & Transit - Campaign
Annual ID:
OS_DI17065M
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:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad
Category:
Craft / Writing - Single or Campaign
Annual ID:
OS_DI17115M
Award:
2017 Direct Marketing Merit Award
Agency:
F/Nazca Saatchi & Saatchi / São Paulo
Client:
Ambev - Guaraná Antarctica
Title:
The Book Of Wara'ná
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI17116M
Award:
2017 Direct Marketing Merit Award
Agency:
HAKUHODO INC. / TOKYO
Client:
TAKEO CO.,LTD.
Title:
Tokyo Deep Nights
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI17117M
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:
BBDO / Toronto
Client:
BBDO Toronto
Title:
Change the Work Climate
Category:
Self-Promotion
Annual ID:
OS_DI17106M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Bogota
Client:
Davivienda
Title:
Concepción
Category:
Self-Promotion
Annual ID:
OS_DI17107M
Award:
2017 Direct Marketing Merit Award
Agency:
lg2 / Toronto
Client:
NABS
Title:
IT RAN
Category:
Self-Promotion
Annual ID:
OS_DI17108M
Award:
2017 Direct Marketing Merit Award
Agency:
Round & Round / Stockholm
Client:
Round & Round
Title:
The Great Trump Escape
Category:
Self-Promotion
Annual ID:
OS_DI17109M
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:
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:
FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client:
Flüchtlinge Willkommen
Title:
Search Racism. Find Truth.
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17124M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client:
Jeep
Title:
Vigilant Wallpapers
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17125M
Award:
2017 Direct Marketing Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17126M
Award:
2017 Direct Marketing Merit Award
Agency:
MRM//McCann / Stockholm
Client:
Vattenfall
Title:
The Suncell Guide
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17127M
Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Jet.com
Title:
Careculator
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17128M
Award:
2017 Direct Marketing Merit Award
Agency:
FRED & FARID / New York
Client:
New York Ethical Society
Title:
No more black target
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17110M
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 / Art Direction - Single or Campaign
Annual ID:
OS_DI17111M
Award:
2017 Direct Marketing Merit Award
Agency:
Les Gaulois / PUTEAUX
Client:
AMGEN
Title:
PorcelainBones
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17112M
Award:
2017 Direct Marketing Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17113M
Award:
2017 Direct Marketing Merit Award
Agency:
Proximity / Barcelona + Post23 / Barcelona
Client:
Audi Spain
Title:
The doll that chose to drive
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17114M
Award:
2017 Direct Marketing Merit Award
Agency:
360i / New York
Client:
A&E - HISTORY
Title:
#ReadingforROOTS
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17081M
Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich
Client:
Hockey Club Davos
Title:
Rink Bingo
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17082M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17083M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett Colombia / Bogota
Client:
Special Olympics Colombia
Title:
Special Sponsors
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17084M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
The Brady Foundation
Title:
Zero Minutes of Fame
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17085M
