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.

Award

Agency

Client

Title

Category

Annual ID

Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Innovation in Branded Entertainment
AMATEUR REPLAY Agency: Ogilvy & Mather / Singapore Client: ALLIANZ Category: User-Generated Content
CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube Agency: Conaco / Los Angeles + Turner / Atlanta Client: Universal Pictures Category: Online / Long Form - Single
Lifeline Agency: Ogilvy / New York Client: Qualcomm Snapdragon Category: Online / Long Form - Single
Lo & Behold: Reveries of the Connected World Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles Client: NETSCOUT Category: Broadcast / Long Form - Single
The Viral Experiment Agency: The Woolshed Company / Melbourne Client: The Woolshed Company Category: Self-Promotion
Lo & Behold: Reveries of the Connected World Agency: Pereira & O'Dell / New York + Saville Productions / Los Angeles Client: NETSCOUT Category: Film / Cinema / Non-Fiction / Documentary
Beyoncé - "Formation" Agency: PRETTYBIRD / Culver City Client: Beyoncé Category: Music Videos
The Boys Agency: Clemenger BBDO / Melbourne Client: Pacific Brands Underwear Group (Australia) Category: Online / Short Form - Campaign
Evan Agency: BBDO / New York + Smuggler / Los Angeles Client: Sandy Hook Promise Category: Online / Short Form - Single
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Online / Short Form - Single
Evan Agency: BBDO / New York + Smuggler / Los Angeles Client: Sandy Hook Promise Category: Film / Cinema / Fiction
Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan Agency: Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London Client: Google Arts & Culture Category: Experiential / Virtual Reality (VR)
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Experiential / Virtual Reality (VR)
The DNA Journey Agency: &Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen Client: momondo Category: Online / Long Form - Campaign
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Experiential / Live Events
Nosulus Rift Agency: Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris Client: Ubisoft Category: Innovation in Branded Entertainment
Super Bowl Halftime Show: Intel Drones + Lady Gaga Agency: Intel / Santa Clara Client: Intel Category: Innovation in Branded Entertainment
Audi and Airbnb Live to Drive Agency: Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles Client: Audi of America Category: Innovation in Branded Entertainment
The Swedish Number Agency: INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm Client: Swedish Tourist Association Category: User-Generated Content
Hungerithm Agency: Clemenger BBDO / Melbourne Client: Mars Chocolate Australia Category: Mobile
Coldplay - "Up&Up" Agency: PRETTYBIRD / Culver City Client: Coldplay Category: Music Videos
The Man Who Lived At Fretex Agency: Kitchen Leo Burnett / Oslo Client: Fretex, Salvation Army Category: Online / Short Form - Campaign
The World's Biggest Asshole Agency: The Martin Agency / Richmond + Furlined / Los Angeles Client: Donate Life Category: Film / Cinema / Fiction
Expedia Dream Adventures Agency: 180LA / Santa Monica Client: Expedia Category: Experiential / Virtual Reality (VR)
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Experiential / Live Events
400 Years in the Making - Intel takes Shakespeare’s ‘The Tempest’ Digital Agency: Intel / Santa Clara Client: Intel Category: Innovation in Branded Entertainment
Serena Williams' Match Point | Gatorade Agency: TBWA\Chiat\Day / Los Angeles Client: Gatorade Category: Gaming
The Journey Agency: Brunner / Pittsburgh + Sanctuary Content / Los Angeles + Fixer Partners / New York + Final Cut / New York Client: 84 Lumber Category: Online / Long Form - Single
Target Creates First Ever Live Music Video with Gwen Stefani Agency: Deutsch / Los Angeles + Wondros / Los Angeles Client: Target Category: Broadcast / Short Form - Single
Target Creates First Ever Live Music Video with Gwen Stefani Agency: Deutsch / Los Angeles + Wondros / Los Angeles Client: Target Category: Music Videos
Kolshik Agency: FancyShot/VersusPictures/GreatGuns Client: Leningrad Category: Music Videos
The One Moment Agency: Ogilvy & Mather / Chicago Client: Morton Salt Category: Music Videos
Unfairy Tales Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris Client: UNICEF Category: Online / Short Form - Campaign
Spanish Lessons Agency: ALMA DDB. / Miami Client: Netflix - Narcos Category: Online / Short Form - Campaign
Doppelgängers Tourist Agency: LAPIZ / Chicago Client: Mexico Tourism Board Category: Online / Short Form - Single
The Unusual Football Field Project : Football field that breaks through the rectangular boundary Agency: CJ WORX / BANGKOK Client: AP THAILAND Category: Experiential / Live Events
Behind the leather Agency: Ogilvy Group Thailand / Bangkok Client: People for the Ethical Treatment of Animals Category: Experiential / Live Events
The Cliché Agency: Publicis Brasil / Sao Paulo + Hungry Man / Sao Paulo Client: Heineken Category: Experiential / Live Events
Spring Agency: adam&eveDDB / London + Manning Gotlieb OMD / London + Stink / London + The Quarry / London Client: Waitrose Category: Online / Live Webcast
Stride Gum Presents Heaven Sent Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover Client: Mondelēz International / Stride Gum Category: Online / Live Webcast
Snickers Live Super Bowl Extension Agency: BBDO / New York + O Positive / New York Client: Mars Chocolate North America - Snickers Category: Online / Live Webcast
24 Hours of Le Forza Agency: MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco Client: Audi of America Category: Online / Live Webcast
Uncrushable Agency: TBWA / Sydney + Eleven / Sydney Client: M.J. Bale Category: Online / Live Webcast
Airbnb's National Parks Backyards Agency: TBWA\Chiat\Day / Los Angeles Client: Airbnb, Inc. Category: Online / Live Webcast
Magic Words - The Documentary Agency: AlmapBBDO / São Paulo Client: HP Category: Innovation in Branded Entertainment
Search for Greatness Agency: BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York Client: Sony PlayStation Category: Innovation in Branded Entertainment
The Unusual Football Field Project : Football field that breaks through the rectangular boundary Agency: CJ WORX / BANGKOK Client: AP THAILAND Category: Innovation in Branded Entertainment
Game Changer Agency: Droga5 / New York + Under Armour / Baltimore + Optimum Sports / New York + NBA 2K / San Francisco Client: Under Armour Category: Innovation in Branded Entertainment

2017 Branded Entertainment Best of Discipline Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Branded Entertainment Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Innovation in Branded Entertainment

OS_BE17035G

2017 Branded Entertainment Gold Pencil

Ogilvy & Mather / Singapore

ALLIANZ

AMATEUR REPLAY

User-Generated Content

OS_BE17032G

2017 Branded Entertainment Gold Pencil

Conaco / Los Angeles + Turner / Atlanta

Universal Pictures

CONAN Remote: Ride Along 2 with Kevin Hart and Ice Cube

Online / Long Form - Single

OS_BE17013G

2017 Branded Entertainment Gold Pencil

Ogilvy / New York

Qualcomm Snapdragon

Lifeline

Online / Long Form - Single

OS_BE17014G

2017 Branded Entertainment Gold Pencil

Pereira & O'Dell / New York + Saville Productions / Los Angeles

NETSCOUT

Lo & Behold: Reveries of the Connected World

Broadcast / Long Form - Single

OS_BE17002G

2017 Branded Entertainment Gold Pencil

The Woolshed Company / Melbourne

The Woolshed Company

The Viral Experiment

Self-Promotion

OS_BE17034G

2017 Branded Entertainment Gold Pencil

Pereira & O'Dell / New York + Saville Productions / Los Angeles

NETSCOUT

Lo & Behold: Reveries of the Connected World

Film / Cinema / Non-Fiction / Documentary

OS_BE17005G

2017 Branded Entertainment Gold Pencil

PRETTYBIRD / Culver City

Beyoncé

Beyoncé - "Formation"

Music Videos

OS_BE17017G

2017 Branded Entertainment Gold Pencil

Clemenger BBDO / Melbourne

Pacific Brands Underwear Group (Australia)

The Boys

Online / Short Form - Campaign

OS_BE17009G

2017 Branded Entertainment Gold Pencil

BBDO / New York + Smuggler / Los Angeles

Sandy Hook Promise

Evan

Online / Short Form - Single

OS_BE17006G

2017 Branded Entertainment Gold Pencil

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Online / Short Form - Single

OS_BE17007G

2017 Branded Entertainment Gold Pencil

BBDO / New York + Smuggler / Los Angeles

Sandy Hook Promise

Evan

Film / Cinema / Fiction

OS_BE17003G

2017 Branded Entertainment Gold Pencil

Google Creative Lab / London + Framestore / London + Grand Central Recording Studios / London

Google Arts & Culture

Back to Life in Virtual Reality: Rhomaleosaurus & Giraffatitan

Experiential / Virtual Reality (VR)

OS_BE17024G

2017 Branded Entertainment Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Experiential / Virtual Reality (VR)

OS_BE17025G

2017 Branded Entertainment Gold Pencil

&Co. / NoA / Copenhagen + Bacon / Copenhagen + Radius / Copenhagen + BEOn Nordics part of AOL / Copenhagen

momondo

The DNA Journey

Online / Long Form - Campaign

OS_BE17016G

2017 Branded Entertainment Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Experiential / Live Events

OS_BE17027G

2017 Branded Entertainment Silver Pencil

Buzzman / Paris + Productman / Paris + Les Improductibles / Paris + Neuvième Page / Paris

Ubisoft

Nosulus Rift

Innovation in Branded Entertainment

OS_BE17036S

2017 Branded Entertainment Silver Pencil

Intel / Santa Clara

Intel

Super Bowl Halftime Show: Intel Drones + Lady Gaga

Innovation in Branded Entertainment

OS_BE17037S

2017 Branded Entertainment Silver Pencil

Venables Bell and Partners / San Francisco + MJZ / Los Angeles + Final Cut Editorial / Los Angeles + 740 Sound / Los Angeles

Audi of America

Audi and Airbnb Live to Drive

Innovation in Branded Entertainment

OS_BE17038S

2017 Branded Entertainment Silver Pencil

INGO / Stockholm + Grey PR&Activation / New York + Cohn&Wolfe / Stockholm

Swedish Tourist Association

The Swedish Number

User-Generated Content

OS_BE17033S

2017 Branded Entertainment Silver Pencil

Clemenger BBDO / Melbourne

Mars Chocolate Australia

Hungerithm

Mobile

OS_BE17022S

2017 Branded Entertainment Silver Pencil

PRETTYBIRD / Culver City

Coldplay

Coldplay - "Up&Up"

Music Videos

OS_BE17018S

2017 Branded Entertainment Silver Pencil

Kitchen Leo Burnett / Oslo

Fretex, Salvation Army

The Man Who Lived At Fretex

Online / Short Form - Campaign

OS_BE17010S

2017 Branded Entertainment Silver Pencil

The Martin Agency / Richmond + Furlined / Los Angeles

Donate Life

The World's Biggest Asshole

Film / Cinema / Fiction

OS_BE17004S

2017 Branded Entertainment Silver Pencil

180LA / Santa Monica

Expedia

Expedia Dream Adventures

Experiential / Virtual Reality (VR)

OS_BE17026S

2017 Branded Entertainment Silver Pencil

BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore

Nike

Nike Unlimited Stadium

Experiential / Live Events

OS_BE17028S

2017 Branded Entertainment Bronze Pencil

Intel / Santa Clara

Intel

400 Years in the Making - Intel takes Shakespeare’s ‘The Tempest’ Digital

Innovation in Branded Entertainment

OS_BE17039B

2017 Branded Entertainment Bronze Pencil

TBWA\Chiat\Day / Los Angeles

Gatorade

Serena Williams' Match Point | Gatorade

Gaming

OS_BE17023B

2017 Branded Entertainment Bronze Pencil

Brunner / Pittsburgh + Sanctuary Content / Los Angeles + Fixer Partners / New York + Final Cut / New York

84 Lumber

The Journey

Online / Long Form - Single

OS_BE17015B

2017 Branded Entertainment Bronze Pencil

Deutsch / Los Angeles + Wondros / Los Angeles

Target

Target Creates First Ever Live Music Video with Gwen Stefani

Broadcast / Short Form - Single

OS_BE17001B

2017 Branded Entertainment Bronze Pencil

Deutsch / Los Angeles + Wondros / Los Angeles

Target

Target Creates First Ever Live Music Video with Gwen Stefani

Music Videos

OS_BE17019B

2017 Branded Entertainment Bronze Pencil

FancyShot/VersusPictures/GreatGuns

Leningrad

Kolshik

Music Videos

OS_BE17020B

2017 Branded Entertainment Bronze Pencil

Ogilvy & Mather / Chicago

Morton Salt

The One Moment

Music Videos

OS_BE17021B

2017 Branded Entertainment Bronze Pencil

180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris

UNICEF

Unfairy Tales

Online / Short Form - Campaign

OS_BE17011B

2017 Branded Entertainment Bronze Pencil

ALMA DDB. / Miami

Netflix - Narcos

Spanish Lessons

Online / Short Form - Campaign

OS_BE17012B

2017 Branded Entertainment Bronze Pencil

LAPIZ / Chicago

Mexico Tourism Board

Doppelgängers Tourist

Online / Short Form - Single

OS_BE17008B

2017 Branded Entertainment Bronze Pencil

CJ WORX / BANGKOK

AP THAILAND

The Unusual Football Field Project : Football field that breaks through the rectangular boundary

Experiential / Live Events

OS_BE17029B

2017 Branded Entertainment Bronze Pencil

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

Experiential / Live Events

OS_BE17030B

2017 Branded Entertainment Bronze Pencil

Publicis Brasil / Sao Paulo + Hungry Man / Sao Paulo

Heineken

The Cliché

Experiential / Live Events

OS_BE17031B

2017 Branded Entertainment Merit Award

adam&eveDDB / London + Manning Gotlieb OMD / London + Stink / London + The Quarry / London

Waitrose

Spring

Online / Live Webcast

OS_BE17085M

2017 Branded Entertainment Merit Award

Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover

Mondelēz International / Stride Gum

Stride Gum Presents Heaven Sent

Online / Live Webcast

OS_BE17086M

2017 Branded Entertainment Merit Award

BBDO / New York + O Positive / New York

Mars Chocolate North America - Snickers

Snickers Live Super Bowl Extension

Online / Live Webcast

OS_BE17087M

2017 Branded Entertainment Merit Award

MUH-TAY-ZIK | HOF-FER / San Francisco + Tencue / Berkeley + Showdown / San Francisco

Audi of America

24 Hours of Le Forza

Online / Live Webcast

OS_BE17088M

2017 Branded Entertainment Merit Award

TBWA / Sydney + Eleven / Sydney

M.J. Bale

Uncrushable

Online / Live Webcast

OS_BE17089M

2017 Branded Entertainment Merit Award

TBWA\Chiat\Day / Los Angeles

Airbnb, Inc.

Airbnb's National Parks Backyards

Online / Live Webcast

OS_BE17090M

2017 Branded Entertainment Merit Award

AlmapBBDO / São Paulo

HP

Magic Words - The Documentary

Innovation in Branded Entertainment

OS_BE17126M

2017 Branded Entertainment Merit Award

BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York

Sony PlayStation

Search for Greatness

Innovation in Branded Entertainment

OS_BE17127M

2017 Branded Entertainment Merit Award

CJ WORX / BANGKOK

AP THAILAND

The Unusual Football Field Project : Football field that breaks through the rectangular boundary

Innovation in Branded Entertainment

OS_BE17128M

2017 Branded Entertainment Merit Award

Droga5 / New York + Under Armour / Baltimore + Optimum Sports / New York + NBA 2K / San Francisco

Under Armour

Game Changer

Innovation in Branded Entertainment

OS_BE17129M

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