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One Show 2018: Small Markets, Big Winners

Winners at this year's One Show shine a light on the super creative small markets to watch out for in 2018

One Show 2018: Small Markets, Big Winners

When it comes to advertising award shows, many of the larger, longer-established markets scoop up the lions share of the awards. This is often down to the fact they have bigger budgets and bigger brands to work with. As our business becomes ever-globalised, some brilliantly creative agencies in smaller markets are snapping up big global clients. Their capacity to work under tight budgetary constraints and produce simple, yet powerful, effective and super creative ideas mean their work isn’t to be missed. 

"We received great work from 72 countries this year, and as always our juries focused strictly on the merits of the work.  In most cases, they don't even know where the work was done.  Results at this year's The One Show clearly indicate that great creative can come from any size country, by any size agency for any client.  Small market agencies were also helped in the ADC 97th Annual Awards with this year's tiered pricing system, which leveled the playing field and made it more affordable for boutiques to submit work and compete against the giants." -- Kevin Swanepoel, CEO, The One Club for Creativity

"The way The One Show is judged, ensures that everybody who enters has a fair chance at winning. Work is awarded strictly based on the merits of the piece with an anonymous ballot system and limited discussion. We are always thrilled to see winners from smaller markets, because it proves that great creative can come from any country and agency for any client." -- 
Yash Egami 
VP, Content and Marketing, 
The One Club for Creativity


Considered to be ‘the ultimate symbol of creative excellence’, the Gold Pencil winners are the cream of the creative crop. These small market winners are ones to watch out for in 2018:

New Zealand – 8 Golds 

Pedigree Selfie Stix, Mars, Colenso BBDO:


The Pedigree Child Replacement Programme, Mars, Colenso BBDO:


Anchor Milk Slams, Fonterra Brands NZ, Colenso BBDO :


Re:scam, Netsafe, DDB NZ:


Ireland – 2 Golds

JFK Unsilenced, The Times/News UK and Ireland, ROTHCO:


Poland - 2 Golds 

The Last Tree Standing, Greenpeace Poland, Ogilvy & Mather Polska:


Argentina  - 1 Gold

Inspirations, Billboard, La Comunidad  + PRIMO:




Austria  - 1 Gold

Signed By Bees, A. Darbo AG, Demner, Merlicek & Bergmann + VIE film + Hermann Seiser Manufaktur :


Egypt  - 1 Gold

Now or Never, Orange, FP7/CAI + Good People Content + Good People Films :


Italy – 1 Gold

The History of the Mausoleum of Augustus, FONDAZIONE TIM, Havas/Milan:


Norway  - 1 Gold

Enter Sandbox, Audi, POL:


Peru - 1 Gold

Hijacked Highway, Sodimac Homecenter, McCann Lima :


United Arab Emirates  - 1 Gold

One Book for Peace, Interreligious Council in Bosnia & Herzegovina, Y&R Dubai:


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Genre: Digital , Documentary , PR , People , Storytelling , Strategy/Insight , Stunts