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
The First Digital Nation
Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client: The Government of Tuvalu Category: Best of Creative Effectiveness
The First Digital Nation
Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client: The Government of Tuvalu Category: Multi-Region or Market / Non-Profit / Charity
The Mindsets Paper
Agency: FCB / Toronto
Client: Canadian Down Syndrome Society Category: Creative Effectiveness / Non-Profit / Charity
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Creative Effectiveness / Consumer / Brand
Plastic Fishing Tournament
Agency: We Believers / New York + StereoMonkey Studio + Primo + Relevant
Client: AB InBev / Corona Category: Creative Effectiveness / CSR
Christmas Not War
Agency: ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Dontstop PR agency / Kyiv + Forma Production agency / Kyiv
Client: Concrete by Kovalska Category: Single Region or Market / CSR
See Equal #ShareTheLoad
Agency: BBDO India / Mumbai + Procter & Gamble / Mumbai
Client: P&G India / Ariel Category: Single Region or Market / Consumer / Brand
Wednesday hates marketing
Agency: Netflix / Los Angeles + Trailer Park / Los Angeles + Art Machine / Los Angeles + Hustle / Los Angeles
Client: Netflix Category: Multi-Region or Market / Consumer / Brand
#ToyStrike
Agency: MRM Spain / Madrid + LEE FILMS / MADRID + QMS Comunicacion / Madrid + Media Diamond / Madrid
Client: Ministry of Consumer Affairs, Spanish Government Category: Creative Effectiveness / Non-Profit / Charity
DojaCode
Agency: Mojo Supermarket + Girls Who Code
Client: Girls Who Code Category: Creative Effectiveness / Non-Profit / Charity
Bless Your F*ing Cooch
Agency: Mischief @ No Fixed Address / Brooklyn + eos + Makeout
Client: eos Category: Single Region or Market / Consumer / Brand
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Creative Effectiveness / Consumer / Brand
The Giving Room
Agency: DDB Dubai / Dubai + MSF UAE / Dubai + Al Futtaim IKEA / Dubai + PHD Media / Dubai
Client: MSF , UAE Category: Multi-Region or Market / Consumer / Brand
mike's in a Beer World
Agency: FCB / New York + FCB Brasil / São Paulo + AB InBev / Mike's Hard Lemonade
Client: ABInBev mike's Hard Lemonade Category: Multi-Region or Market / Consumer / Brand
Coca-Cola Creations
Agency: VIRTUE Worldwide / Brooklyn + GUT / São Paulo + The Coca-Cola Company + forpeople / London
Client: The Coca-Cola Company Category: Multi-Region or Market / Consumer / Brand
Bring Home the Bud
Agency: Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90
Client: Budweiser / AB InBev Category: Multi-Region or Market / Consumer / Brand
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Creative Effectiveness / Non-Profit / Charity
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Creative Effectiveness / Non-Profit / Charity
The Proud Maroons
Agency: the community / Miami + The Alwan Foundation / San Francisco
Client: The Alwan Foundation Category: Creative Effectiveness / Non-Profit / Charity
Reduce the Ride
Agency: Happiness / an FCB alliance / Brussels
Client: D'Ieteren / Husk Category: Single Region or Market / CSR
#flutwein - Our Worst Vintage
Agency: Seven.One Ad Factory / Creative House / Unterföhring + White Rabbit Budapest
Client: Flutwein Category: Single Region or Market / CSR
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Single Region or Market / Non-Profit / Charity
Missing Stock
Agency: Wunderman Thompson / Bogotá
Client: Fundación Internacional Para El Reencuentro / MUDI Category: Single Region or Market / Non-Profit / Charity
Empty Plates
Agency: Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client: UAE Government Media Office Category: Single Region or Market / Non-Profit / Charity
Feel What We Feel
Agency: Grey Canada / Toronto + TANK Worldwide / Montréal
Client: Razom Category: Single Region or Market / Non-Profit / Charity
Inheritance Pass
Agency: Havas / Chicago + Yellowstone Forever
Client: Yellowstone Forever Category: Single Region or Market / Non-Profit / Charity
The Micropedia of Microaggressions
Agency: Zulu Alpha Kilo + Black Business and Professional Association + Toronto Metropolitan University's Diversity Institute + Canadian Congress on inclusive diversity and workplace equity + Pride at Work Canada
Client: Black Business & Professional, Diversity Institute TMU, Canadian Congress Category: Single Region or Market / Non-Profit / Charity
Morse Code
Agency: Droga5 / São Paulo + Droga5 / New York + Netflix
Client: Netflix Category: Single Region or Market / Consumer / Brand
Dream Drop
Agency: FCB / Toronto
Client: Lotto Max Category: Single Region or Market / Consumer / Brand
Vienna strips on OnlyFans
Agency: Jung von Matt Donau GmbH / Vienna
Client: Vienna Tourist Board Category: Creative Effectiveness / Consumer / Brand
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Creative Effectiveness / Consumer / Brand
#KeepTheGrey
Agency: Edelman Canada / Toronto
Client: Dove Canada (Unilever) Category: Creative Effectiveness / Consumer / Brand
Lunchabuild This
Agency: Goodby Silverstein & Partners
Client: Lunchables Category: Creative Effectiveness / Consumer / Brand
Power Your Holidays
Agency: Orchard / Brooklyn
Client: Ocean Spray Cranberries, Inc. Category: Creative Effectiveness / Consumer / Brand
Carryout Tips
Agency: WorkInProgress + Domino's + Caviar + ArtJail
Client: Domino's Category: Creative Effectiveness / Consumer / Brand
The Adult Happy Meal
Agency: Wieden+Kennedy / New York + The Mill + Arcade NY + Stink Films
Client: McDonald's Category: Creative Effectiveness / Consumer / Brand
The Giving Room
Agency: DDB Dubai / Dubai + Al Futtaim IKEA / Dubai + MSF UAE / Dubai + PHD Media / Dubai
Client: MSF , UAE Category: Brand Partnerships
OREO x Pokémon
Agency: Dentsu Creative / New York
Client: Mondelez International, Inc. / OREO Category: Brand Partnerships
mike's in a Beer World
Agency: FCB / New York + FCB Brasil / São Paulo + AB InBev / Mike's Hard Lemonade
Client: ABInBev mike's Hard Lemonade Category: Brand Partnerships
Award:
2023 Creative Effectiveness Best of Discipline Pencil
Agency:
The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client:
The Government of Tuvalu
Title:
The First Digital Nation
Category:
Best of Creative Effectiveness
Annual ID:
OS23_CE000G
Award:
2023 Creative Effectiveness Gold Pencil
Agency:
The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client:
The Government of Tuvalu
Title:
The First Digital Nation
Category:
Multi-Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE001G
Award:
2023 Creative Effectiveness Gold Pencil
Agency:
FCB / Toronto
Client:
Canadian Down Syndrome Society
Title:
The Mindsets Paper
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE003G
Award:
2023 Creative Effectiveness Gold Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE002G
Award:
2023 Creative Effectiveness Silver Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Creative Effectiveness / CSR
Annual ID:
OS23_CE004S
Award:
2023 Creative Effectiveness Silver Pencil
Agency:
We Believers / New York + StereoMonkey Studio + Primo + Relevant
Client:
AB InBev / Corona
Title:
Plastic Fishing Tournament
Category:
Creative Effectiveness / CSR
Annual ID:
OS23_CE005S
Award:
2023 Creative Effectiveness Silver Pencil
Agency:
ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Dontstop PR agency / Kyiv + Forma Production agency / Kyiv
Client:
Concrete by Kovalska
Title:
Christmas Not War
Category:
Single Region or Market / CSR
Annual ID:
OS23_CE007S
Award:
2023 Creative Effectiveness Silver Pencil
Agency:
BBDO India / Mumbai + Procter & Gamble / Mumbai
Client:
P&G India / Ariel
Title:
See Equal #ShareTheLoad
Category:
Single Region or Market / Consumer / Brand
Annual ID:
OS23_CE006S
Award:
2023 Creative Effectiveness Bronze Pencil
Agency:
Netflix / Los Angeles + Trailer Park / Los Angeles + Art Machine / Los Angeles + Hustle / Los Angeles
Client:
Netflix
Title:
Wednesday hates marketing
Category:
Multi-Region or Market / Consumer / Brand
Annual ID:
OS23_CE012B
Award:
2023 Creative Effectiveness Bronze Pencil
Agency:
MRM Spain / Madrid + LEE FILMS / MADRID + QMS Comunicacion / Madrid + Media Diamond / Madrid
Client:
Ministry of Consumer Affairs, Spanish Government
Title:
#ToyStrike
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE009B
Award:
2023 Creative Effectiveness Bronze Pencil
Agency:
Mojo Supermarket + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE010B
Award:
2023 Creative Effectiveness Bronze Pencil
Agency:
Mischief @ No Fixed Address / Brooklyn + eos + Makeout
Client:
eos
Title:
Bless Your F*ing Cooch
Category:
Single Region or Market / Consumer / Brand
Annual ID:
OS23_CE011B
Award:
2023 Creative Effectiveness Bronze Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE008B
Award:
2023 Creative Effectiveness Merit Award
Agency:
DDB Dubai / Dubai + MSF UAE / Dubai + Al Futtaim IKEA / Dubai + PHD Media / Dubai
Client:
MSF , UAE
Title:
The Giving Room
Category:
Multi-Region or Market / Consumer / Brand
Annual ID:
OS23_CE033M
Award:
2023 Creative Effectiveness Merit Award
Agency:
FCB / New York + FCB Brasil / São Paulo + AB InBev / Mike's Hard Lemonade
Client:
ABInBev mike's Hard Lemonade
Title:
mike's in a Beer World
Category:
Multi-Region or Market / Consumer / Brand
Annual ID:
OS23_CE034M
Award:
2023 Creative Effectiveness Merit Award
Agency:
VIRTUE Worldwide / Brooklyn + GUT / São Paulo + The Coca-Cola Company + forpeople / London
Client:
The Coca-Cola Company
Title:
Coca-Cola Creations
Category:
Multi-Region or Market / Consumer / Brand
Annual ID:
OS23_CE035M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90
Client:
Budweiser / AB InBev
Title:
Bring Home the Bud
Category:
Multi-Region or Market / Consumer / Brand
Annual ID:
OS23_CE036M
Award:
2023 Creative Effectiveness Merit Award
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE020M
Award:
2023 Creative Effectiveness Merit Award
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE021M
Award:
2023 Creative Effectiveness Merit Award
Agency:
the community / Miami + The Alwan Foundation / San Francisco
Client:
The Alwan Foundation
Title:
The Proud Maroons
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS23_CE022M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
D'Ieteren / Husk
Title:
Reduce the Ride
Category:
Single Region or Market / CSR
Annual ID:
OS23_CE025M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Seven.One Ad Factory / Creative House / Unterföhring + White Rabbit Budapest
Client:
Flutwein
Title:
#flutwein - Our Worst Vintage
Category:
Single Region or Market / CSR
Annual ID:
OS23_CE026M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Scholz & Friends
Client:
Johanniter
Title:
Anti Look – the life-saving QR design
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE027M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Wunderman Thompson / Bogotá
Client:
Fundación Internacional Para El Reencuentro / MUDI
Title:
Missing Stock
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE028M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client:
UAE Government Media Office
Title:
Empty Plates
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE029M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Grey Canada / Toronto + TANK Worldwide / Montréal
Client:
Razom
Title:
Feel What We Feel
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE030M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Havas / Chicago + Yellowstone Forever
Client:
Yellowstone Forever
Title:
Inheritance Pass
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE031M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Zulu Alpha Kilo + Black Business and Professional Association + Toronto Metropolitan University's Diversity Institute + Canadian Congress on inclusive diversity and workplace equity + Pride at Work Canada
Client:
Black Business & Professional, Diversity Institute TMU, Canadian Congress
Title:
The Micropedia of Microaggressions
Category:
Single Region or Market / Non-Profit / Charity
Annual ID:
OS23_CE032M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Droga5 / São Paulo + Droga5 / New York + Netflix
Client:
Netflix
Title:
Morse Code
Category:
Single Region or Market / Consumer / Brand
Annual ID:
OS23_CE023M
Award:
2023 Creative Effectiveness Merit Award
Agency:
FCB / Toronto
Client:
Lotto Max
Title:
Dream Drop
Category:
Single Region or Market / Consumer / Brand
Annual ID:
OS23_CE024M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Jung von Matt Donau GmbH / Vienna
Client:
Vienna Tourist Board
Title:
Vienna strips on OnlyFans
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE013M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE014M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Edelman Canada / Toronto
Client:
Dove Canada (Unilever)
Title:
#KeepTheGrey
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE015M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Lunchables
Title:
Lunchabuild This
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE016M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Orchard / Brooklyn
Client:
Ocean Spray Cranberries, Inc.
Title:
Power Your Holidays
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE017M
Award:
2023 Creative Effectiveness Merit Award
Agency:
WorkInProgress + Domino's + Caviar + ArtJail
Client:
Domino's
Title:
Carryout Tips
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE018M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Wieden+Kennedy / New York + The Mill + Arcade NY + Stink Films
Client:
McDonald's
Title:
The Adult Happy Meal
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE019M
Award:
2023 Creative Effectiveness Merit Award
Agency:
DDB Dubai / Dubai + Al Futtaim IKEA / Dubai + MSF UAE / Dubai + PHD Media / Dubai
Client:
MSF , UAE
Title:
The Giving Room
Category:
Brand Partnerships
Annual ID:
OS23_CE037M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Dentsu Creative / New York
Client:
Mondelez International, Inc. / OREO
Title:
OREO x Pokémon
Category:
Brand Partnerships
Annual ID:
OS23_CE038M