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

The Baby Stroller Test-Ride by Contours Agency: FCB / Chicago Client: Kolcraft Category: Ambient / Immersive / Installations
Van Gogh BnB Agency: Leo Burnett / Chicago Client: Art Institute of Chicago Category: Ambient / Immersive / Installations
The Field Trip to Mars Agency: McCann / New York + Framestore / New York Client: Lockheed Martin Category: Ambient / Immersive / Installations
Edible Six Pack Rings Agency: We Believers / New York Client: Saltwater Brewery Category: Ambient / P.O.P. & In-Store - Single
Tailor Made Store Agency: BWM Dentsu / Melbourne Client: Chadstone Category: Ambient / Live Events
The Reversed Trailer Agency: TRY / Oslo + Bacon / Oslo + APT / Oslo Client: Volkswagen Category: Ambient / Live Events
IKEA: Cook This Page Agency: Leo Burnett / Toronto Client: IKEA Category: Ambient / P.O.P. & In-Store - Campaign
Nike Unlimited Stadium Agency: BBH / Singapore + Party / NY + Birdman / Tokyo + Jack Morton / Singapore Client: Nike Category: Ambient / Immersive / Installations
Meet Graham Agency: Clemenger BBDO / Melbourne Client: Transport Accident Commission (Victoria) Category: Ambient / Immersive / Installations
Unknowns Agency: Grey / New York + Townhouse / New York Client: Canon Category: Ambient / Live Events
FlyBabies Agency: MullenLowe / New York Client: JetBlue Category: Ambient / Live Events
Gun Crazy Agency: Grey / New York + Supply & Demand / New York + Rival School Pictures / New York + Townhouse / New York Client: States United To Prevent Gun Violence Category: Ambient / Non-Broadcast Video
Scariest BK Agency: DAVID / Miami Client: Burger King Category: Ambient / Immersive / Installations
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Ambient / Immersive / Installations
Rink Bingo Agency: FCB / Zürich Client: Hockey Club Davos Category: Ambient / Live Events
The Next Rembrandt Agency: J. Walter Thompson / Amsterdam Client: ING Nederland Category: Ambient / Live Events
Anti-Rival Vaccine Agency: Ogilvy Brasil / São Paulo + Hungry Man / São Paulo + Jamute / Curitiba Client: BandSports Category: Ambient / Live Events
GIGA Selfie Agency: TBWA\HAKUHODO Inc. / Tokyo Client: Tourism Australia Category: Ambient / Live Events
Tackle Homelessness Agency: Boys and Girls / Dublin + Mediavest / Dublin Client: Three Ireland Category: Ambient / Non-Broadcast Video
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
Whopper Sign Agency: DAVID / Miami Client: Burger King Category: Ambient / P.O.P. & In-Store - Campaign
The Refugee Collection Agency: Ogilvy & Mather Japan GK / Tokyo Client: Refugees International Japan Category: Ambient / P.O.P. & In-Store - Campaign
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
GAYNZ Agency: TBWA\ / Melbourne Client: ANZ Category: Ambient / Immersive / Installations
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
Supporters all the way Agency: FRED & FARID / Paris Client: Société Générale Category: Ambient / Billboards & Transit - Campaign

2017 Direct Marketing Gold Pencil

FCB / Chicago

Kolcraft

The Baby Stroller Test-Ride by Contours

Ambient / Immersive / Installations

OS_DI17007G

2017 Direct Marketing Gold Pencil

Leo Burnett / Chicago

Art Institute of Chicago

Van Gogh BnB

Ambient / Immersive / Installations

OS_DI17008G

2017 Direct Marketing Gold Pencil

McCann / New York + Framestore / New York

Lockheed Martin

The Field Trip to Mars

Ambient / Immersive / Installations

OS_DI17009G

2017 Direct Marketing Gold Pencil

We Believers / New York

Saltwater Brewery

Edible Six Pack Rings

Ambient / P.O.P. & In-Store - Single

OS_DI17005G

2017 Direct Marketing Silver Pencil

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Ambient / Live Events

OS_DI17014S

2017 Direct Marketing Silver Pencil

TRY / Oslo + Bacon / Oslo + APT / Oslo

Volkswagen

The Reversed Trailer

Ambient / Live Events

OS_DI17015S

2017 Direct Marketing Silver Pencil

Leo Burnett / Toronto

IKEA

IKEA: Cook This Page

Ambient / P.O.P. & In-Store - Campaign

OS_DI17006S

2017 Direct Marketing Silver Pencil

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

Nike

Nike Unlimited Stadium

Ambient / Immersive / Installations

OS_DI17010S

2017 Direct Marketing Silver Pencil

Clemenger BBDO / Melbourne

Transport Accident Commission (Victoria)

Meet Graham

Ambient / Immersive / Installations

OS_DI17011S

2017 Direct Marketing Bronze Pencil

Grey / New York + Townhouse / New York

Canon

Unknowns

Ambient / Live Events

OS_DI17016B

2017 Direct Marketing Bronze Pencil

MullenLowe / New York

JetBlue

FlyBabies

Ambient / Live Events

OS_DI17017B

2017 Direct Marketing Bronze Pencil

Grey / New York + Supply & Demand / New York + Rival School Pictures / New York + Townhouse / New York

States United To Prevent Gun Violence

Gun Crazy

Ambient / Non-Broadcast Video

OS_DI17018B

2017 Direct Marketing Bronze Pencil

DAVID / Miami

Burger King

Scariest BK

Ambient / Immersive / Installations

OS_DI17012B

2017 Direct Marketing Bronze Pencil

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Ambient / Immersive / Installations

OS_DI17013B

2017 Direct Marketing Merit Award

FCB / Zürich

Hockey Club Davos

Rink Bingo

Ambient / Live Events

OS_DI17076M

2017 Direct Marketing Merit Award

J. Walter Thompson / Amsterdam

ING Nederland

The Next Rembrandt

Ambient / Live Events

OS_DI17077M

2017 Direct Marketing Merit Award

Ogilvy Brasil / São Paulo + Hungry Man / São Paulo + Jamute / Curitiba

BandSports

Anti-Rival Vaccine

Ambient / Live Events

OS_DI17078M

2017 Direct Marketing Merit Award

TBWA\HAKUHODO Inc. / Tokyo

Tourism Australia

GIGA Selfie

Ambient / Live Events

OS_DI17079M

2017 Direct Marketing Merit Award

Boys and Girls / Dublin + Mediavest / Dublin

Three Ireland

Tackle Homelessness

Ambient / Non-Broadcast Video

OS_DI17080M

2017 Direct Marketing Merit Award

Rosapark / Paris

Fruits and Wine

Picnic Blanket

Ambient / Billboards & Transit - Single

OS_DI17062M

2017 Direct Marketing Merit Award

W3haus / São Paulo

NGO CRIOLA

Mirrors of Racism

Ambient / Billboards & Transit - Single

OS_DI17063M

2017 Direct Marketing Merit Award

WMcCann / Rio de Janeiro

Água Mineral Crystal / Coca-Cola Brasil

The Rainwater Drinking Fountain

Ambient / Billboards & Transit - Single

OS_DI17064M

2017 Direct Marketing Merit Award

DAVID / Miami

Burger King

Whopper Sign

Ambient / P.O.P. & In-Store - Campaign

OS_DI17060M

2017 Direct Marketing Merit Award

Ogilvy & Mather Japan GK / Tokyo

Refugees International Japan

The Refugee Collection

Ambient / P.O.P. & In-Store - Campaign

OS_DI17061M

2017 Direct Marketing Merit Award

AlmapBBDO / São Paulo

HP

Magic Words - The Unwritten Stories

Ambient / Immersive / Installations

OS_DI17066M

2017 Direct Marketing Merit Award

BWM Dentsu / Melbourne

Chadstone

Tailor Made Store

Ambient / Immersive / Installations

OS_DI17067M

2017 Direct Marketing Merit Award

Commonwealth//McCann / Detroit + Carat / Detroit

Chevrolet

Cages

Ambient / Immersive / Installations

OS_DI17068M

2017 Direct Marketing Merit Award

Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York

Volvo

Highway Robbery

Ambient / Immersive / Installations

OS_DI17069M

2017 Direct Marketing Merit Award

Havas Worldwide / Shanghai

Global Road Safety Partnership

SMS Last Words

Ambient / Immersive / Installations

OS_DI17070M

2017 Direct Marketing Merit Award

J. Walter Thompson / New York

Tribeca Film Institute

Tribeca Film ReActor

Ambient / Immersive / Installations

OS_DI17071M

2017 Direct Marketing Merit Award

Nurun / Paris

Delamaison

Apartment Stores

Ambient / Immersive / Installations

OS_DI17072M

2017 Direct Marketing Merit Award

Ogilvy Group Thailand / Bangkok

People for the Ethical Treatment of Animals

Behind the leather

Ambient / Immersive / Installations

OS_DI17073M

2017 Direct Marketing Merit Award

POL / Oslo

NRK TV-aksjonen & IKEA

25m2 Syria

Ambient / Immersive / Installations

OS_DI17074M

2017 Direct Marketing Merit Award

TBWA\ / Melbourne

ANZ

GAYNZ

Ambient / Immersive / Installations

OS_DI17075M

2017 Direct Marketing Merit Award

AKQA / São Paulo

Burger King

Whopper Exchange

Ambient / P.O.P. & In-Store - Single

OS_DI17055M

2017 Direct Marketing Merit Award

BBDO / New York + EG Plus / New York

Foot Locker

Foot Locker Audio Tours

Ambient / P.O.P. & In-Store - Single

OS_DI17056M

2017 Direct Marketing Merit Award

Leo Burnett / Moscow

Uber

The Hidden Car Crash Wine Label

Ambient / P.O.P. & In-Store - Single

OS_DI17057M

2017 Direct Marketing Merit Award

Marcel / Paris

Intermarché

Sugar Detox

Ambient / P.O.P. & In-Store - Single

OS_DI17058M

2017 Direct Marketing Merit Award

Serviceplan / Munich

METRO

The Daily Catch

Ambient / P.O.P. & In-Store - Single

OS_DI17059M

2017 Direct Marketing Merit Award

FRED & FARID / Paris

Société Générale

Supporters all the way

Ambient / Billboards & Transit - Campaign

OS_DI17065M

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