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
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Digital / Social Media & Viral Marketing
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Digital / Social Media & Viral Marketing
The Swedish Number
Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client: Swedish Tourist Association Category: Digital / Websites, Mobile, & Banners
Check it before it's removed: naked breasts on Facebook against breast cancer.
Agency: DDB Group Germany / Berlin
Client: Pink Ribbon Deutschland Category: Digital / Social Media & Viral Marketing
The World's Biggest Asshole
Agency: The Martin Agency / Richmond + Furlined / Los Angeles
Client: Donate Life Category: Digital / Social Media & Viral Marketing
IKEA Retail Therapy
Agency: Akestam Holst NOA / Stockholm
Client: IKEA Category: Digital / Websites, Mobile, & Banners
Hungerithm
Agency: Clemenger BBDO / Melbourne
Client: Mars Chocolate Australia Category: Digital / Websites, Mobile, & Banners
MashiMachine
Agency: Leo Burnett Mexico / Mexico City
Client: 4Pelagatos Category: Digital / Websites, Mobile, & Banners
Like my addiction
Agency: BETC / Paris
Client: Addict Aide Category: Digital / Social Media & Viral Marketing
Down Syndrome Answers
Agency: FCB Canada / Toronto
Client: Canadian Down Syndrome Society Category: Digital / Social Media & Viral Marketing
The Reversed Trailer
Agency: TRY / Oslo
Client: Volkswagen Category: Digital / Social Media & Viral Marketing
Donate the Bars
Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client: Atados Category: Digital / Websites, Mobile, & Banners
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Digital / Websites, Mobile, & Banners
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
#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
Made by professionals
Agency: SID LEE / Paris
Client: PagesJaunes Category: Digital / Websites, Mobile, & Banners
SIGNEMOJI
Agency: TBWA / Shanghai
Client: CHINA ASSOCIATION OF THE DEAF Category: Digital / Websites, Mobile, & Banners
Award:
2017 Direct Marketing Best of Discipline Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17019G
Award:
2017 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17025G
Award:
2017 Direct Marketing Gold Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17026G
Award:
2017 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm
Client:
Swedish Tourist Association
Title:
The Swedish Number
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17019G
Award:
2017 Direct Marketing Silver Pencil
Agency:
DDB Group Germany / Berlin
Client:
Pink Ribbon Deutschland
Title:
Check it before it's removed: naked breasts on Facebook against breast cancer.
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17027S
Award:
2017 Direct Marketing Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / Los Angeles
Client:
Donate Life
Title:
The World's Biggest Asshole
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17028S
Award:
2017 Direct Marketing Silver Pencil
Agency:
Akestam Holst NOA / Stockholm
Client:
IKEA
Title:
IKEA Retail Therapy
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17020S
Award:
2017 Direct Marketing Silver Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17021S
Award:
2017 Direct Marketing Silver Pencil
Agency:
Leo Burnett Mexico / Mexico City
Client:
4Pelagatos
Title:
MashiMachine
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17022S
Award:
2017 Direct Marketing Bronze Pencil
Agency:
BETC / Paris
Client:
Addict Aide
Title:
Like my addiction
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17029B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
FCB Canada / Toronto
Client:
Canadian Down Syndrome Society
Title:
Down Syndrome Answers
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17030B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
TRY / Oslo
Client:
Volkswagen
Title:
The Reversed Trailer
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17031B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client:
Atados
Title:
Donate the Bars
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17023B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17024B
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:
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
Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / London
Client:
Nike
Title:
Nike On Demand
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17086M
Award:
2017 Direct Marketing Merit Award
Agency:
SID LEE / Paris
Client:
PagesJaunes
Title:
Made by professionals
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17087M