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
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
Beyond Money
Agency: MRM//McCann / Madrid
Client: Banco Santander Category: Broadcast / Long Form - Single
Ask For A Raise
Agency: R/GA / New York
Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
Ostrich
Agency: MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client: Samsung Category: Craft - Visual Effects / Single
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Ambient Media / Experiential & Installations
Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC
Client: Ministry of Public Health, Afghanistan Category: Product Design / Physical Product
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Innovation in Cross-Platform / Experiential
To The Last Tree Standing
Agency: Ogilvy & Mather Polska / Warsaw
Client: Greenpeace Poland Category: Gaming
It's a Tide Ad Campaign
Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client: Procter & Gamble - Tide Category: Television / Varying Length Campaign
Burning Stores
Agency: DAVID / Miami
Client: Burger King Category: Publishing / Newspaper - Campaign
Share a Coke 1,000 Name Celebration
Agency: Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client: Coca-Cola Category: Custom Content
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York + Resn / Wellington
Client: MailChimp Category: Cross-Channel / Digital / Physical Cross-Channel
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Social Engagement / Community Building
The Lioness Crest
Agency: Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client: Nike Category: Branding / Rebranding
GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Innovation in Responsive Environments
Snickers & BBDO: Thinking Globally, Acting Locally
Agency: BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO
Client: Mars Chocolate North America / Snickers Category: Penta Pencil
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: CMO Pencil
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Innovation in Public Relations
Until We All Belong
Agency: Clemenger BBDO / Melbourne
Client: Airbnb Category: Promotional / Collateral Items - Single or Series
One Book For Peace
Agency: Y&R / Dubai
Client: Interreligious Council in Bosnia & Herzegovina Category: Promotional / Collateral Items - Single or Series
Young Thug - Wyclef Jean
Agency: Pomp&Clout / Brooklyn
Client: Atlantic Records Category: Music Videos
P&G My Black is Beautiful | The Talk
Agency: Hearts & Science / New York, NY + BBDO / New York + Egami Consulting Group / New York, NY + Barefoot Proximity / Cincinnati, OH
Client: P&G Category: Broadcast / Long Form - Single
Beyond Money
Agency: MRM//McCann / Madrid
Client: Banco Santander Category: Broadcast / Long Form - Single
Recovery Room
Agency: BBDO / New York + O Positive / New York
Client: Mars Chocolate North America / Snickers Category: Television / Short Form - Single
It's Another Tide Ad
Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client: Procter & Gamble - Tide Category: Television / Short Form - Single
Elton John - Farewell Yellow Brick Road Global Launch
Agency: Spinifex Group / Torrance
Client: Sir Elton John Category: Craft / Visual Effects / Animation
Google Home of The Whopper
Agency: DAVID / Miami
Client: Burger King Category: Use of Technology / Physical Product & Mobile Integration
RIMOWA ELECTRONIC TAG
Agency: Philipp und Keuntje / Hamburg + RIMOWA / Cologne
Client: RIMOWA Category: Use of Technology / Physical Product & Mobile Integration
The Book of Rock
Agency: AlmapBBDO / São Paulo
Client: Kiss FM Category: Craft / Illustration - Single or Campaign
The Soy Sauce Posters
Agency: Ogilvy & Mather Japan GK / Tokyo
Client: Sagawa Shoyu Inc. Category: Craft / Illustration - Single or Campaign
Inspirations
Agency: La Comunidad / Buenos Aires + PRIMO / Buenos Aires
Client: Billboard Category: Craft - Direction / Campaign
It's a Tide Ad Campaign
Agency: Saatchi & Saatchi / New York + Rattling Stick / Los Angeles
Client: Procter & Gamble - Tide Category: Craft - Direction / Campaign
Fearless Girl
Agency: McCann / New York + Traction Creative / New York + Visbal Sculpture, Inc / Delaware
Client: State Street Global Advisors Category: Experiential / Environmental / Ambient Media - Single
Clash Royale Campaign
Agency: Psyop / New York + Barton F. Graf / New York
Client: Supercell Category: Craft - Animation / Campaign
Ask For A Raise
Agency: R/GA / New York
Client: The Muse, Ladies Get Paid, PayScale, Reply.ai Category: Influencer Marketing / Single Channel
The Truth is Hard to Find - Daniel Berehulak
Agency: Droga5 / New York + Chromista / Los Angeles + The Mill / New York
Client: The New York Times Category: Online Films & Video / Long Form - Single
Nothing Beats a Londoner
Agency: Wieden+Kennedy / London
Client: Nike Category: Online Films & Video / Long Form - Single
G Active - Water Made Active
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Craft / Use of Visuals
YOURNALIST
Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client: EITB - Euskal Irrati Telebista Category: Use of Technology
Snaptivity
Agency: R/GA / London + Snaptivity / London
Client: Snaptivity Category: Innovation in UX / UI / Cross-Channel
Autonomous Broadcast Network
Agency: R/GA / New York
Client: ShotTracker/KeeMotion Category: Innovation in UX / UI / Cross-Channel
The Voice of Change
Agency: Akestam Holst / Stockholm + Flickorna Larsson / Stockholm
Client: EuroPride 2018 Category: Broadcast / Any Length - Single
Libé des réfugiés
Agency: FF / PARIS
Client: Libération Category: Promotional / Collateral / Promotional Items - Single or Campaign
Open your eyes
Agency: Grey Germany / Duesseldorf
Client: Terre des femmes - Menschenrechte für die Frau e.V. Category: Craft / Photography - Single or Series
Award:
2018 Direct Marketing Best of Show Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G
Award:
2018 Branded Entertainment Best of Discipline Pencil
Agency:
MRM//McCann / Madrid
Client:
Banco Santander
Title:
Beyond Money
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18006G
Award:
2018 Social Influencer Marketing Best of Discipline Pencil
Agency:
R/GA / New York
Client:
The Muse, Ladies Get Paid, PayScale, Reply.ai
Title:
Ask For A Raise
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SI18001G
Award:
2018 Moving Image Craft Best of Discipline Pencil
Agency:
MPC / London + MPC / Los Angeles + Leo Burnett / Chicago + MJZ / Los Angeles
Client:
Samsung
Title:
Ostrich
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI18032G
Award:
2018 Direct Marketing Best of Discipline Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18004G
Award:
2018 Health, Wellness & Pharma Best of Discipline Pencil
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi + McCann Health Global / Washington DC
Client:
Ministry of Public Health, Afghanistan
Title:
Immunity Charm
Category:
Product Design / Physical Product
Annual ID:
OS_HW18006G
Award:
2018 Cross-Platform Best of Discipline Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Innovation in Cross-Platform / Experiential
Annual ID:
OS_CP18020G
Award:
2018 Mobile Best of Discipline Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX
Category:
Applications
Annual ID:
OS_MO18003G
Award:
2018 Interactive Best of Discipline Pencil
Agency:
Ogilvy & Mather Polska / Warsaw
Client:
Greenpeace Poland
Title:
To The Last Tree Standing
Category:
Gaming
Annual ID:
OS_IN18020G
Award:
2018 Film Best of Discipline Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's a Tide Ad Campaign
Category:
Television / Varying Length Campaign
Annual ID:
OS_FI18020G
Award:
2018 Print & Outdoor Best of Discipline Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burning Stores
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO18003G
Award:
2018 Intellectual Property Best of Discipline Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
Pedigree Selfie STIX Clip
Category:
Physical Product
Annual ID:
OS_IP18001G
Award:
2018 Radio Best of Discipline Pencil
Agency:
Fitzco//McCann / Atlanta + Casanova//McCann / New York
Client:
Coca-Cola
Title:
Share a Coke 1,000 Name Celebration
Category:
Custom Content
Annual ID:
OS_RA18009G
Award:
2018 Public Relations Best of Discipline Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Myer
Title:
Give Registry
Category:
Integrated Campaign
Annual ID:
OS_PR18029G
Award:
2018 UX / UI Best of Discipline Pencil
Agency:
Droga5 / New York + PHD / New York + Resn / Wellington
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX18010G
Award:
2018 Social Media Best of Discipline Pencil
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Social Engagement / Community Building
Annual ID:
OS_SM18013G
Award:
2018 Design Best of Discipline Pencil
Agency:
Wieden+Kennedy / Amsterdam + New / Amsterdam + Mindshare / Amsterdam
Client:
Nike
Title:
The Lioness Crest
Category:
Branding / Rebranding
Annual ID:
OS_DE18008G
Award:
2018 Responsive Environments Best of Discipline Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Innovation in Responsive Environments
Annual ID:
OS_RE18010G
Award:
2018 Penta Pencil Penta Pencil
Agency:
BBDO / New York + AMV BBDO / London + Clemenger BBDO + Impact BBDO
Client:
Mars Chocolate North America / Snickers
Title:
Snickers & BBDO: Thinking Globally, Acting Locally
Category:
Penta Pencil
Annual ID:
OS_PP18001P
Award:
2018 Penta Pencil Penta Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Burger King
Category:
Penta Pencil
Annual ID:
OS_PP18002P
Award:
2018 CMO Pencil CMO Pencil
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
CMO Pencil
Annual ID:
OS_CM18001G
Award:
2018 Public Relations Green Pencil
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Innovation in Public Relations
Annual ID:
OS_PR18000V
Award:
2018 Design Gold Pencil
Agency:
Clemenger BBDO / Melbourne
Client:
Airbnb
Title:
Until We All Belong
Category:
Promotional / Collateral Items - Single or Series
Annual ID:
OS_DE18027G
Award:
2018 Design Gold Pencil
Agency:
Y&R / Dubai
Client:
Interreligious Council in Bosnia & Herzegovina
Title:
One Book For Peace
Category:
Promotional / Collateral Items - Single or Series
Annual ID:
OS_DE18028G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
Pomp&Clout / Brooklyn
Client:
Atlantic Records
Title:
Young Thug - Wyclef Jean
Category:
Music Videos
Annual ID:
OS_BE18026G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
Hearts & Science / New York, NY + BBDO / New York + Egami Consulting Group / New York, NY + Barefoot Proximity / Cincinnati, OH
Client:
P&G
Title:
P&G My Black is Beautiful | The Talk
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18005G
Award:
2018 Branded Entertainment Gold Pencil
Agency:
MRM//McCann / Madrid
Client:
Banco Santander
Title:
Beyond Money
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE18006G
Award:
2018 Design Gold Pencil
Agency:
Chobani / New York
Client:
Chobani®
Title:
Chobani Display
Category:
Typography / Typeface Design
Annual ID:
OS_DE18013G
Award:
2018 Film Gold Pencil
Agency:
BBDO / New York + O Positive / New York
Client:
Mars Chocolate North America / Snickers
Title:
Recovery Room
Category:
Television / Short Form - Single
Annual ID:
OS_FI18001G
Award:
2018 Film Gold Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles + Arcade Edit / New York + The Mill / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's Another Tide Ad
Category:
Television / Short Form - Single
Annual ID:
OS_FI18002G
Award:
2018 Interactive Gold Pencil
Agency:
Spinifex Group / Torrance
Client:
Sir Elton John
Title:
Elton John - Farewell Yellow Brick Road Global Launch
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN18022G
Award:
2018 Interactive Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Interactive Video
Annual ID:
OS_IN18011G
Award:
2018 Mobile Gold Pencil
Agency:
DAVID / Miami
Client:
Burger King
Title:
Google Home of The Whopper
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO18023G
Award:
2018 Mobile Gold Pencil
Agency:
Philipp und Keuntje / Hamburg + RIMOWA / Cologne
Client:
RIMOWA
Title:
RIMOWA ELECTRONIC TAG
Category:
Use of Technology / Physical Product & Mobile Integration
Annual ID:
OS_MO18024G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Kiss FM
Title:
The Book of Rock
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO18059G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather Japan GK / Tokyo
Client:
Sagawa Shoyu Inc.
Title:
The Soy Sauce Posters
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO18060G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
La Comunidad / Buenos Aires + PRIMO / Buenos Aires
Client:
Billboard
Title:
Inspirations
Category:
Craft - Direction / Campaign
Annual ID:
OS_MI18008G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Saatchi & Saatchi / New York + Rattling Stick / Los Angeles
Client:
Procter & Gamble - Tide
Title:
It's a Tide Ad Campaign
Category:
Craft - Direction / Campaign
Annual ID:
OS_MI18009G
Award:
2018 Design Gold Pencil
Agency:
McCann / New York + Traction Creative / New York + Visbal Sculpture, Inc / Delaware
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Experiential / Environmental / Ambient Media - Single
Annual ID:
OS_DE18045G
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Psyop / New York + Barton F. Graf / New York
Client:
Supercell
Title:
Clash Royale Campaign
Category:
Craft - Animation / Campaign
Annual ID:
OS_MI18030G
Award:
2018 Social Influencer Marketing Gold Pencil
Agency:
R/GA / New York
Client:
The Muse, Ladies Get Paid, PayScale, Reply.ai
Title:
Ask For A Raise
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SI18001G
Award:
2018 Film Gold Pencil
Agency:
Droga5 / New York + Chromista / Los Angeles + The Mill / New York
Client:
The New York Times
Title:
The Truth is Hard to Find - Daniel Berehulak
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI18024G
Award:
2018 Film Gold Pencil
Agency:
Wieden+Kennedy / London
Client:
Nike
Title:
Nothing Beats a Londoner
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI18025G
Award:
2018 Social Media Gold Pencil
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
G Active - Water Made Active
Category:
Craft / Use of Visuals
Annual ID:
OS_SM18018G
Award:
2018 Mobile Gold Pencil
Agency:
The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client:
EITB - Euskal Irrati Telebista
Title:
YOURNALIST
Category:
Use of Technology
Annual ID:
OS_MO18016G
Award:
2018 UX / UI Gold Pencil
Agency:
R/GA / London + Snaptivity / London
Client:
Snaptivity
Title:
Snaptivity
Category:
Innovation in UX / UI / Cross-Channel
Annual ID:
OS_UX18015G
Award:
2018 UX / UI Gold Pencil
Agency:
R/GA / New York
Client:
ShotTracker/KeeMotion
Title:
Autonomous Broadcast Network
Category:
Innovation in UX / UI / Cross-Channel
Annual ID:
OS_UX18016G
Award:
2018 Radio Gold Pencil
Agency:
Akestam Holst / Stockholm + Flickorna Larsson / Stockholm
Client:
EuroPride 2018
Title:
The Voice of Change
Category:
Broadcast / Any Length - Single
Annual ID:
OS_RA18001G
Award:
2018 Print & Outdoor Gold Pencil
Agency:
FF / PARIS
Client:
Libération
Title:
Libé des réfugiés
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO18029G
Award:
2018 Design Gold Pencil
Agency:
Grey Germany / Duesseldorf
Client:
Terre des femmes - Menschenrechte für die Frau e.V.
Title:
Open your eyes
Category:
Craft / Photography - Single or Series
Annual ID:
OS_DE18063G
