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
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland Category: Craft / Use of Digital Technology - Single or Campaign
The Colour of Corruption
Agency: GREY / SAO PAULO + GREY / LATAM + GREY / -
Client: Reclame Aqui Category: Craft / Use of Digital Technology - Single or Campaign
#Whatmakesgreat
Agency: Ogilvy UK / London
Client: IBM Category: Craft / Use of Digital Technology - Single or Campaign
Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House Category: Ambient Media / Live Events
A Day Without Whopper
Agency: DAVID / Buenos Aires + LANDIA / Buenos Aires
Client: Burger King Category: Ambient Media / Live Events
HeroSmiths
Agency: Energy BBDO / Chicago
Client: Bayer Aspirin Category: Ambient Media / Live Events
Prescribed to Death
Agency: Energy BBDO / Chicago
Client: National Safety Council Category: Ambient Media / Live Events
The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC Category: Ambient Media / Live Events
#SpeedTalk
Agency: Happiness / an FCB alliance / Brussels
Client: Parents of road Victims Category: Ambient Media / Live Events
Robocalls from Humans
Agency: Ogilvy & Mather / Chicago
Client: Team Gleason Category: Ambient Media / Live Events
NEIGHBORHOODS
Agency: GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client: Sberbank of Russia Category: Craft / Data-Driven Personalization - Single or Campaign
Anonymous Friend
Agency: J.Walter Thompson / Sao Paulo
Client: Alcoholics Anonymous Category: Craft / Data-Driven Personalization - Single or Campaign
YOURNALIST
Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client: EITB - Euskal Irrati Telebista Category: Craft / Data-Driven Personalization - Single or Campaign
Music Liberates Music
Agency: BBDO / New York + PhantoscopicLtd
Client: Bacardi Category: Digital / Social Media & Viral Marketing - Campaign
Responsibly the beer
Agency: McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan
Client: Ubrew Category: Digital / Social Media & Viral Marketing - Campaign
The World's First Baby Marathon
Agency: Ogilvy / Johannesburg
Client: Kimberly-Clark (Huggies) Category: Digital / Social Media & Viral Marketing - Campaign
Search
Agency: We Are Unlimited / Chicago + DDB, New York / New York
Client: McDonald's Corporation Category: Digital / Social Media & Viral Marketing - Campaign
The Original Brushes of Edvard Munch
Agency: Abby Priest / Stockholm
Client: Adobe Category: Innovation in Direct
The Hearing Test in Disguise
Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client: Cochlear Category: Innovation in Direct
Make Your Next Move
Agency: JohnXHannes / New York + Squarespace / New York + Smuggler / New York
Client: Squarespace Category: Innovation in Direct
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Innovation in Direct
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions Category: Innovation in Direct
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland Category: Innovation in Direct
The Book of Rock
Agency: AlmapBBDO / São Paulo
Client: Kiss FM Category: Craft / Art Direction - Single or Campaign
Unseen Stars
Agency: BBDO / New York + ObscuraDigital
Client: GE Category: Craft / Art Direction - Single or Campaign
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors Category: Craft / Art Direction - Single or Campaign
#Blood Normal Underwear
Agency: AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
#Blood Normal Pad
Agency: AMV BBDO / London + Fraser Muggeridge Studio / London
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Guerrilla Marketing
The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC Category: Guerrilla Marketing
Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Guerrilla Marketing
Unsuccessful ticket sample
Agency: INGO / Stockholm
Client: Folkoperan Category: Guerrilla Marketing
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Guerrilla Marketing
Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House Category: Ambient Media / Experiential & Installations
Dead Whale
Agency: Dentsu Jayme Syfu / Makati City
Client: Greenpeace Philippines Category: Ambient Media / Experiential & Installations
Prescribed to Death
Agency: Energy BBDO / Chicago
Client: National Safety Council Category: Ambient Media / Experiential & Installations
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions Category: Ambient Media / Experiential & Installations
THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY Category: Ambient Media / Experiential & Installations
Volvo Survivor Sales Agents
Agency: We Believers / New York
Client: Volvo North Miami Category: Ambient Media / Experiential & Installations
The Gene Project
Agency: adam&eveDDB / London + Framestore / London
Client: Marmite Category: Print / Flat & Dimensional
Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House Category: Print / Flat & Dimensional
2:45 without breathing
Agency: DDB WORLDWIDE COLOMBIA / BOGOTA + AKIRA / BOGOTA
Client: BBVA Colombia Category: Print / Flat & Dimensional
Emergency Collectibles
Agency: DENTSU INC. / TOKYO
Client: Kobe Shimbun Category: Print / Flat & Dimensional
Skolors
Agency: F/Nazca Saatchi & Saatchi / São Paulo
Client: Skol Category: Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Agency:
Rothco | Accenture Interactive / Dublin
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI180100M
Award:
2018 Direct Marketing Merit Award
Agency:
GREY / SAO PAULO + GREY / LATAM + GREY / -
Client:
Reclame Aqui
Title:
The Colour of Corruption
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI18098M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
IBM
Title:
#Whatmakesgreat
Category:
Craft / Use of Digital Technology - Single or Campaign
Annual ID:
OS_DI18099M
Award:
2018 Direct Marketing Merit Award
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18058M
Award:
2018 Direct Marketing Merit Award
Agency:
DAVID / Buenos Aires + LANDIA / Buenos Aires
Client:
Burger King
Title:
A Day Without Whopper
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18059M
Award:
2018 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago
Client:
Bayer Aspirin
Title:
HeroSmiths
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18060M
Award:
2018 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago
Client:
National Safety Council
Title:
Prescribed to Death
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18061M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18062M
Award:
2018 Direct Marketing Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Parents of road Victims
Title:
#SpeedTalk
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18063M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Team Gleason
Title:
Robocalls from Humans
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18064M
Award:
2018 Direct Marketing Merit Award
Agency:
Rethink
Client:
WestJet
Title:
Desert Roulette
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18065M
Award:
2018 Direct Marketing Merit Award
Agency:
GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client:
Sberbank of Russia
Title:
NEIGHBORHOODS
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180101M
Award:
2018 Direct Marketing Merit Award
Agency:
J.Walter Thompson / Sao Paulo
Client:
Alcoholics Anonymous
Title:
Anonymous Friend
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180102M
Award:
2018 Direct Marketing Merit Award
Agency:
The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client:
EITB - Euskal Irrati Telebista
Title:
YOURNALIST
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI180103M
Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York + PhantoscopicLtd
Client:
Bacardi
Title:
Music Liberates Music
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18079M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan
Client:
Ubrew
Title:
Responsibly the beer
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18080M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy / Johannesburg
Client:
Kimberly-Clark (Huggies)
Title:
The World's First Baby Marathon
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18081M
Award:
2018 Direct Marketing Merit Award
Agency:
We Are Unlimited / Chicago + DDB, New York / New York
Client:
McDonald's Corporation
Title:
Search
Category:
Digital / Social Media & Viral Marketing - Campaign
Annual ID:
OS_DI18082M
Award:
2018 Direct Marketing Merit Award
Agency:
Abby Priest / Stockholm
Client:
Adobe
Title:
The Original Brushes of Edvard Munch
Category:
Innovation in Direct
Annual ID:
OS_DI180104M
Award:
2018 Direct Marketing Merit Award
Agency:
Akestam Holst / Stockholm
Client:
IKEA Sweden
Title:
IKEA Pee Ad
Category:
Innovation in Direct
Annual ID:
OS_DI180105M
Award:
2018 Direct Marketing Merit Award
Agency:
CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client:
Cochlear
Title:
The Hearing Test in Disguise
Category:
Innovation in Direct
Annual ID:
OS_DI180106M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Warsaw
Client:
AXA Polska
Title:
Smart Bell
Category:
Innovation in Direct
Annual ID:
OS_DI180107M
Award:
2018 Direct Marketing Merit Award
Agency:
JohnXHannes / New York + Squarespace / New York + Smuggler / New York
Client:
Squarespace
Title:
Make Your Next Move
Category:
Innovation in Direct
Annual ID:
OS_DI180108M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Innovation in Direct
Annual ID:
OS_DI180109M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Innovation in Direct
Annual ID:
OS_DI180110M
Award:
2018 Direct Marketing Merit Award
Agency:
Rothco | Accenture Interactive / Dublin
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Innovation in Direct
Annual ID:
OS_DI180111M
Award:
2018 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Kiss FM
Title:
The Book of Rock
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18093M
Award:
2018 Direct Marketing Merit Award
Agency:
BBDO / New York + ObscuraDigital
Client:
GE
Title:
Unseen Stars
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18094M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI18095M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Underwear
Category:
Guerrilla Marketing
Annual ID:
OS_DI18083M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Fraser Muggeridge Studio / London
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Pad
Category:
Guerrilla Marketing
Annual ID:
OS_DI18084M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Guerrilla Marketing
Annual ID:
OS_DI18085M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Guerrilla Marketing
Annual ID:
OS_DI18086M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Guerrilla Marketing
Annual ID:
OS_DI18087M
Award:
2018 Direct Marketing Merit Award
Agency:
GTB Brasil / São Paulo
Client:
Ford Motor Company
Title:
Safe Cap
Category:
Guerrilla Marketing
Annual ID:
OS_DI18088M
Award:
2018 Direct Marketing Merit Award
Agency:
INGO / Stockholm
Client:
Folkoperan
Title:
Unsuccessful ticket sample
Category:
Guerrilla Marketing
Annual ID:
OS_DI18089M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Guerrilla Marketing
Annual ID:
OS_DI18090M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
Paytm
Title:
Sweet Change
Category:
Guerrilla Marketing
Annual ID:
OS_DI18091M
Award:
2018 Direct Marketing Merit Award
Agency:
SID LEE / PARIS
Client:
HONDA
Title:
#hondanextdoor
Category:
Guerrilla Marketing
Annual ID:
OS_DI18092M
Award:
2018 Direct Marketing Merit Award
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18052M
Award:
2018 Direct Marketing Merit Award
Agency:
Dentsu Jayme Syfu / Makati City
Client:
Greenpeace Philippines
Title:
Dead Whale
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18053M
Award:
2018 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago
Client:
National Safety Council
Title:
Prescribed to Death
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18054M
Award:
2018 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18055M
Award:
2018 Direct Marketing Merit Award
Agency:
SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client:
DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Title:
THE VIRTUAL CRASH BILLBOARD
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18056M
Award:
2018 Direct Marketing Merit Award
Agency:
We Believers / New York
Client:
Volvo North Miami
Title:
Volvo Survivor Sales Agents
Category:
Ambient Media / Experiential & Installations
Annual ID:
OS_DI18057M
Award:
2018 Direct Marketing Merit Award
Agency:
adam&eveDDB / London + Framestore / London
Client:
Marmite
Title:
The Gene Project
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18038M
Award:
2018 Direct Marketing Merit Award
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18039M
Award:
2018 Direct Marketing Merit Award
Agency:
DDB WORLDWIDE COLOMBIA / BOGOTA + AKIRA / BOGOTA
Client:
BBVA Colombia
Title:
2:45 without breathing
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18040M
Award:
2018 Direct Marketing Merit Award
Agency:
DENTSU INC. / TOKYO
Client:
Kobe Shimbun
Title:
Emergency Collectibles
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18041M
Award:
2018 Direct Marketing Merit Award
Agency:
F/Nazca Saatchi & Saatchi / São Paulo
Client:
Skol
Title:
Skolors
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18042M
