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
Secret Menu
Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney
Client: KFC Australia Category: Stunts & Activations
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: UX / UI / Utility / Ecommerce
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Innovation & Transformation / Innovation in Music & Sound Craft
The Dissolving Bottle
Agency: BBDO Guerrero / Makati City + Flare Manila / Makati City
Client: The Dissolving Bottle Category: Packaging / Specialty
HerShe
Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client: HERSHEYs Brasil Category: Packaging / Specialty
The Prescription Paper Pill Bottle
Agency: Saatchi & Saatchi Wellness / New York + Publicis Groupe Israel / Tel Aviv + Tikkun Olam Makers: TOM / New York + Pixel Farm / Minneapolis
Client: Tikkun Olam Makers: TOM Category: Packaging / Specialty
Squarespace
Agency: Squarespace
Client: Squarespace Category: Agency-Initiated & Originated Projects
Running Stories
Agency: BBH / Singapore + Crystal Technology Solution / Hanoi
Client: Running Stories Category: Agency-Initiated & Originated Projects
Ultrasonic Maffia Call
Agency: Kolle Rebbe GmbH / Hamburg
Client: Joyn Category: Innovation & Transformation / Innovation in Radio & Audio
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Innovation & Transformation / Innovation in Radio & Audio
Self-Timing Soap
Agency: ‿ and us / Dubai
Client: Deliveroo and Lush Category: Reputation Management
The Illegal Blood Bank
Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client: LADbible Group Category: Single Country or Region / Non-Profit / Charity
The Anticorruption Hackathon
Agency: WMC Grey / Prague + Grey / Europe
Client: Znamkamarada Category: Single Country or Region / Non-Profit / Charity
Meltdown Flags
Agency: SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich
Client: METER Group, Inc. Category: Data Visualization
AirPods Pro—Snap
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Editing / Single
Secret Menu
Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client: KFC Australia Category: Utility / Ecommerce
The Illegal Blood Bank
Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client: LADbible Group Category: Creative Effectiveness / Non-Profit / Charity
Sleeping Flags
Agency: Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client: O.N.E. Category: Creative Effectiveness / Non-Profit / Charity
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: Billboards & Transit / Series
Biti's Hunter Arising Dragon
Agency: Dentsu Redder Vietnam
Client: Biti's Hunter Category: Craft / Illustration
Mother Blanket
Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito
Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Items
#StillSpeakingUp Deeptruth
Agency: Publicis WW / Mexico
Client: Propuesta Cívica AC Category: Innovation & Transformation / Innovation in Interactive
Publicly Traded
Agency: FCB/SIX / Toronto
Client: LifeStyles Healthcare Category: Digital / Web & Mobile
Naming the invisible by Digital Birth Registration
Agency: Ogilvy Pakistan / Islamabad
Client: Telenor Pakistan Category: Digital / Web & Mobile
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Single Country or Region / Consumer / Brand
The Last Dance Deep Fake
Agency: Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client: ESPN / State Farm Category: Single Country or Region / Consumer / Brand
Space-age Airport for Cyclists
Agency: Silo / The Hague + studiomarsman / Delft
Client: Municipality of The Hague / Mobilis TBI Category: Spatial Design / Architecture
Heinz Ketchup Puzzle
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Games
Chain Reaction
Agency: Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles
Client: HP Category: Original Music / Score
Looks Like You Need to Let It Out
Agency: SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London
Client: Promote Iceland Category: Events / Stunts / Competitions / Virtual - Livestream
Call Girls
Agency: Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm
Client: Talita Category: Experiential Radio & Audio
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Experiential Radio & Audio
Best Enjoyed Vertically
Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client: Starburst Swirlers Category: Use of Vertical Video
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Branded Entertainment
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Social Channel / Multi-Platform
The OREO Doomsday Vault
Agency: OREO + 360i / New York + the community / Miami
Client: Mondelēz International, Inc. Category: Social Channel / Multi-Platform
Meddle in the New Zealand Election
Agency: Special / Auckland + Sweetshop
Client: Every Kiwi Vote Counts Category: Craft / Writing
The MET Unframed
Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
When It's All Over
Agency: Droga5 / New York + Reform Alliance / New York
Client: Reform Alliance Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Lockdown
Cold Tracker
Agency: Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client: AB InBev Category: Craft / Use of Technology
Glass Ceiling Breaker
Agency: BBH / New York + Chief + National Women's History Museum
Client: Chief and National Women's History Museum Category: Events & Experiential
Super Wendy's World
Agency: VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client: Wendy's Category: Gaming / Branded Games
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Craft / Use of Technology
Award:
2021 Social Media Bronze Pencil
Agency:
Ogilvy Australia / Sydney + Ogilvy PR / Sydney
Client:
KFC Australia
Title:
Secret Menu
Category:
Stunts & Activations
Annual ID:
OS_SM21_029B
Award:
2021 Digital Craft Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS_DC21_003B
Award:
2021 Music & Sound Craft Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client:
Warner Music Group
Title:
Saylists
Category:
Innovation & Transformation / Innovation in Music & Sound Craft
Annual ID:
OS_MS21_022B
Award:
2021 Design Bronze Pencil
Agency:
BBDO Guerrero / Makati City + Flare Manila / Makati City
Client:
The Dissolving Bottle
Title:
The Dissolving Bottle
Category:
Packaging / Specialty
Annual ID:
OS_DE21_015B
Award:
2021 Design Bronze Pencil
Agency:
BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client:
HERSHEYs Brasil
Title:
HerShe
Category:
Packaging / Specialty
Annual ID:
OS_DE21_016B
Award:
2021 Design Bronze Pencil
Agency:
Saatchi & Saatchi Wellness / New York + Publicis Groupe Israel / Tel Aviv + Tikkun Olam Makers: TOM / New York + Pixel Farm / Minneapolis
Client:
Tikkun Olam Makers: TOM
Title:
The Prescription Paper Pill Bottle
Category:
Packaging / Specialty
Annual ID:
OS_DE21_017B
Award:
2021 In-House Bronze Pencil
Agency:
Squarespace
Client:
Squarespace
Title:
Squarespace
Category:
Agency-Initiated & Originated Projects
Annual ID:
OS_IH21_005B
Award:
2021 In-House Bronze Pencil
Agency:
BBH / Singapore + Crystal Technology Solution / Hanoi
Client:
Running Stories
Title:
Running Stories
Category:
Agency-Initiated & Originated Projects
Annual ID:
OS_IH21_006B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Joyn
Title:
Ultrasonic Maffia Call
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS_RA21_018B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client:
Warner Music Group
Title:
Saylists
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS_RA21_019B
Award:
2021 Public Relations Bronze Pencil
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Reputation Management
Annual ID:
OS_PR21_015B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client:
LADbible Group
Title:
The Illegal Blood Bank
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_013B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
WMC Grey / Prague + Grey / Europe
Client:
Znamkamarada
Title:
The Anticorruption Hackathon
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_014B
Award:
2021 Creative Use of Data Bronze Pencil
Agency:
FARM / Stockholm
Client:
Doconomy
Title:
The 2030 Calculator
Category:
Data Visualization
Annual ID:
OS_CU21_003B
Award:
2021 Creative Use of Data Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich
Client:
METER Group, Inc.
Title:
Meltdown Flags
Category:
Data Visualization
Annual ID:
OS_CU21_004B
Award:
2021 Design Bronze Pencil
Agency:
Mailchimp
Client:
Mailchimp
Title:
Mailchimp 2020 Annual Report
Category:
Craft / Illustration
Annual ID:
OS_DE21_035B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Editing / Single
Annual ID:
OS_MI21_016B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
AirPods Pro—Snap
Category:
Editing / Single
Annual ID:
OS_MI21_017B
Award:
2021 Mobile Bronze Pencil
Agency:
Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client:
KFC Australia
Title:
Secret Menu
Category:
Utility / Ecommerce
Annual ID:
OS_MO21_005B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client:
LADbible Group
Title:
The Illegal Blood Bank
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_008B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client:
O.N.E.
Title:
Sleeping Flags
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_009B
Award:
2021 Out of Home Bronze Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_005B
Award:
2021 Print Bronze Pencil
Agency:
Dentsu Redder Vietnam
Client:
Biti's Hunter
Title:
Biti's Hunter Arising Dragon
Category:
Craft / Illustration
Annual ID:
OS_PT21_024B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
Ogilvy Colombia / Bogotá + Darko Films / Quito
Client:
Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA)
Title:
Mother Blanket
Category:
Physical Items
Annual ID:
OS_DM21_005B
Award:
2021 Print Bronze Pencil
Agency:
Cheil / Hong Kong
Client:
Volkswagen
Title:
Abandoned Stations
Category:
Craft / Art Direction
Annual ID:
OS_PT21_020B
Award:
2021 Interactive & Online Bronze Pencil
Agency:
Publicis WW / Mexico
Client:
Propuesta Cívica AC
Title:
#StillSpeakingUp Deeptruth
Category:
Innovation & Transformation / Innovation in Interactive
Annual ID:
OS_IN21_023B
Award:
2021 Health, Wellness & Pharma Bronze Pencil
Agency:
FCB/SIX / Toronto
Client:
LifeStyles Healthcare
Title:
Publicly Traded
Category:
Digital / Web & Mobile
Annual ID:
OS_HW21_011B
Award:
2021 Health, Wellness & Pharma Bronze Pencil
Agency:
Ogilvy Pakistan / Islamabad
Client:
Telenor Pakistan
Title:
Naming the invisible by Digital Birth Registration
Category:
Digital / Web & Mobile
Annual ID:
OS_HW21_012B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_011B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_012B
Award:
2021 Design Bronze Pencil
Agency:
Silo / The Hague + studiomarsman / Delft
Client:
Municipality of The Hague / Mobilis TBI
Title:
Space-age Airport for Cyclists
Category:
Spatial Design / Architecture
Annual ID:
OS_DE21_025B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Games
Annual ID:
OS_BE21_009B
Award:
2021 Music & Sound Craft Bronze Pencil
Agency:
Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles
Client:
HP
Title:
Chain Reaction
Category:
Original Music / Score
Annual ID:
OS_MS21_013B
Award:
2021 Film Bronze Pencil
Agency:
Massif
Client:
Shelflife/Stussy/Nike
Title:
Weird
Category:
Low Budget / Under 50K Budget
Annual ID:
OS_FI21_034B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London
Client:
Promote Iceland
Title:
Looks Like You Need to Let It Out
Category:
Events / Stunts / Competitions / Virtual - Livestream
Annual ID:
OS_EX21_002B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm
Client:
Talita
Title:
Call Girls
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_010B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client:
Warner Music Group
Title:
Saylists
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_011B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Use of Vertical Video
Annual ID:
OS_MI21_029B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_028B
Award:
2021 Social Media Bronze Pencil
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_006B
Award:
2021 Social Media Bronze Pencil
Agency:
OREO + 360i / New York + the community / Miami
Client:
Mondelēz International, Inc.
Title:
The OREO Doomsday Vault
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_007B
Award:
2021 Integrated Bronze Pencil
Agency:
Special / Auckland + Sweetshop
Client:
Every Kiwi Vote Counts
Title:
Meddle in the New Zealand Election
Category:
Craft / Writing
Annual ID:
OS_IG21_015B
Award:
2021 Public Relations Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_034B
Award:
2021 Public Relations Bronze Pencil
Agency:
Droga5 / New York + Reform Alliance / New York
Client:
Reform Alliance
Title:
When It's All Over
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_035B
Award:
2021 Public Relations Bronze Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_036B
Award:
2021 Out of Home Bronze Pencil
Agency:
Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client:
AB InBev
Title:
Cold Tracker
Category:
Craft / Use of Technology
Annual ID:
OS_OH21_024B
Award:
2021 Public Relations Bronze Pencil
Agency:
BBH / New York + Chief + National Women's History Museum
Client:
Chief and National Women's History Museum
Title:
Glass Ceiling Breaker
Category:
Events & Experiential
Annual ID:
OS_PR21_005B
Award:
2021 Interactive & Online Bronze Pencil
Agency:
VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client:
Wendy's
Title:
Super Wendy's World
Category:
Gaming / Branded Games
Annual ID:
OS_IN21_019B
Award:
2021 Interactive & Online Bronze Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Craft / Use of Technology
Annual ID:
OS_IN21_021B
Award:
2021 Social Media Bronze Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
User-Generated Content
Annual ID:
OS_SM21_018B
