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
Caught on Camera
Agency: Apple / Cupertino + Imposter / LA
Client: Apple Category: Stunts & Activations
Don't Retire, Kid
Agency: Arnold Worldwide / Boston
Client: Aspen Institute's Project Play Category: Stunts & Activations
Mustard Ice Cream
Agency: Fitzco / Atlanta + Sunshine Sachs / New York City
Client: French's Category: Stunts & Activations
JFK Moonshot
Agency: Digitas / Boston + Unit 9 / London
Client: JFK Presidential Library and Museum Category: Stunts & Activations
Pour Perfectly
Agency: Rethink / Toronto + Fuze Reps / Toronto + Crimson Fish / Toronto + Alter Ego / Toronto
Client: Kraft Heinz Canada Category: Stunts & Activations
The 7th Star for Germany
Agency: BBDO GmbH / Berlin + CraftWork - a brand of ad agencyservices GmbH / Duesseldorf
Client: Nike Deutschland GmbH Category: Stunts & Activations
Delivering Hope
Agency: MRM//McCann / New York
Client: United States Postal Service Category: Stunts & Activations
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client: Vice UK Category: Stunts & Activations
Generation Intervention
Agency: CHE Proximity / Australia + Four Seasons Condoms / Australia
Client: Four Seasons Condoms Category: Influencer Marketing / Multi-Channel
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives Category: Influencer Marketing / Multi-Channel
Ad-within-an-ad-within-an-ad
Agency: adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York
Client: Samsung Category: Influencer Marketing / Multi-Channel
The Team That Wouldn't Be Here
Agency: McCann / New York + Verizon / Baskin Ridge + Film Forites / Los Angeles + JSM Music / New York
Client: Verizon Category: Influencer Marketing / Multi-Channel
The Last Statement T-shirt
Agency: VIRTUE / Copenhagen
Client: Carlings Category: Innovation in Social Media
Voice of Hunger
Agency: Dentsu Webchutney / Bengaluru
Client: Swiggy (Bundl Technologies Private Limited) Category: Innovation in Social Media
Grönborg Live
Agency: Perfect Fools AB / Stockholm + Svenska Spel Sport & Casino / Stockholm
Client: Svenska Spel Sport & Casino Category: Livestream
Tom Brady's Big Announcement
Agency: Big Family Table / Los Angeles + Hulu / Santa Monica
Client: Hulu Category: Social Post / Campaign
Smells Like Inequality
Agency: TAXI / Toronto/Montreal/Vancouver/New York + Canadian Women's Foundation / Toronto + Spark Candles / Toronto
Client: Canadian Women's Foundation Category: Social Post / Single
We All Can Take Care
Agency: Ogilvy Brasil / São Paulo
Client: Hasbro Category: Social Post / Single
Fix The World
Agency: AMV BBDO / London + BBDO / New York + MJZ / LA & London
Client: Snickers Category: Social Post / Single
Safer Kids
Agency: TBWA\Santiago Mangada Puno / Makati + How's Everything / Makati
Client: UNICEF Philippines Category: Social Post / Single
The Last Statement T-shirt
Agency: VIRTUE / Copenhagen
Client: Carlings Category: User-Generated Content
Cool Ranch
Agency: Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
Client: Doritos Category: User-Generated Content
#BPM100 DANCE PROJECT
Agency: TBWA\HAKUHODO Inc. / Tokyo + Bytedance KK / Tokyo + JAPANESE RED CROSS SOCIETY / Tokyo
Client: JAPANESE RED CROSS SOCIETY Category: User-Generated Content
#SpotifyWrapped
Agency: Spotify In-House / New York
Client: Spotify Category: User-Generated Content
Behind the Record
Agency: TBWA\Chiat\Day / Los Angeles
Client: The Recording Academy Category: User-Generated Content
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Social Post / Real-time Response
The Affordable Banana
Agency: Ogilvy Social Lab / Brussels
Client: Carrefour Belgium Category: Social Post / Real-time Response
Stop Lunch Shaming
Agency: Chobani / New York
Client: Chobani Category: Social Post / Real-time Response
Ice Dog Sandwich
Agency: mcgarrybowen / Chicago
Client: Oscar Mayer Category: Social Post / Real-time Response
-60% culture
Agency: BBDO Belgium / Brussels
Client: State of the Arts Category: Social Post / Real-time Response
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Active Engagement
Don't Retire, Kid
Agency: Arnold Worldwide / Boston
Client: Aspen Institute's Project Play Category: Active Engagement
Chipotle Freeting Wins the Pro Basketball Finals
Agency: Day One Agency / Los Angeles + Chipotle Mexican Grill / Newport Beach
Client: Chipotle Mexican Grill Category: Active Engagement
SmartWax
Agency: McCann / Melbourne
Client: Clean Ocean Foundation Australia Category: Active Engagement
#PauseToRemember
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto
Client: HomeEquity Bank Category: Active Engagement
Life Lolli - A lollipop designed to save lives
Agency: BBDO GmbH / Duesseldorf
Client: KMSZ - Bone Marrow Donation Center Category: Active Engagement
Lonely Rambutan
Agency: Wunderman Thompson Thailand / Bangkok + The Film Factory / Bangkok
Client: Malee Group Public Company Limited Category: Active Engagement
Please Arrest Me
Agency: Ogilvy / Singapore + Knights Media & Films / India + Edit Machine / Italy + 1908 Scoring Studios / USA
Client: RIT Foundation Category: Active Engagement
Feast of Legends
Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Atlanta + Spark Foundry / New York
Client: Wendy's Category: Active Engagement
Award:
2020 Social Media Merit Award
Agency:
Deutsch / New York
Client:
AB InBev
Title:
Car2Can
Category:
Stunts & Activations
Annual ID:
OS_SM20_081M
Award:
2020 Social Media Merit Award
Agency:
Apple / Cupertino + Imposter / LA
Client:
Apple
Title:
Caught on Camera
Category:
Stunts & Activations
Annual ID:
OS_SM20_082M
Award:
2020 Social Media Merit Award
Agency:
Arnold Worldwide / Boston
Client:
Aspen Institute's Project Play
Title:
Don't Retire, Kid
Category:
Stunts & Activations
Annual ID:
OS_SM20_083M
Award:
2020 Social Media Merit Award
Agency:
MullenLowe / US
Client:
Burger King
Title:
Real Meals
Category:
Stunts & Activations
Annual ID:
OS_SM20_084M
Award:
2020 Social Media Merit Award
Agency:
Fitzco / Atlanta + Sunshine Sachs / New York City
Client:
French's
Title:
Mustard Ice Cream
Category:
Stunts & Activations
Annual ID:
OS_SM20_085M
Award:
2020 Social Media Merit Award
Agency:
Digitas / Boston + Unit 9 / London
Client:
JFK Presidential Library and Museum
Title:
JFK Moonshot
Category:
Stunts & Activations
Annual ID:
OS_SM20_086M
Award:
2020 Social Media Merit Award
Agency:
Rethink / Toronto + Fuze Reps / Toronto + Crimson Fish / Toronto + Alter Ego / Toronto
Client:
Kraft Heinz Canada
Title:
Pour Perfectly
Category:
Stunts & Activations
Annual ID:
OS_SM20_087M
Award:
2020 Social Media Merit Award
Agency:
BBDO GmbH / Berlin + CraftWork - a brand of ad agencyservices GmbH / Duesseldorf
Client:
Nike Deutschland GmbH
Title:
The 7th Star for Germany
Category:
Stunts & Activations
Annual ID:
OS_SM20_088M
Award:
2020 Social Media Merit Award
Agency:
MRM//McCann / New York
Client:
United States Postal Service
Title:
Delivering Hope
Category:
Stunts & Activations
Annual ID:
OS_SM20_089M
Award:
2020 Social Media Merit Award
Agency:
McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Stunts & Activations
Annual ID:
OS_SM20_090M
Award:
2020 Social Media Merit Award
Agency:
CHE Proximity / Australia + Four Seasons Condoms / Australia
Client:
Four Seasons Condoms
Title:
Generation Intervention
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM20_098M
Award:
2020 Social Media Merit Award
Agency:
McCann / New York + March For Our Lives / Parkland
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM20_099M
Award:
2020 Social Media Merit Award
Agency:
adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York
Client:
Samsung
Title:
Ad-within-an-ad-within-an-ad
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM20_100M
Award:
2020 Social Media Merit Award
Agency:
McCann / New York + Verizon / Baskin Ridge + Film Forites / Los Angeles + JSM Music / New York
Client:
Verizon
Title:
The Team That Wouldn't Be Here
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM20_101M
Award:
2020 Social Media Merit Award
Agency:
VIRTUE / Copenhagen
Client:
Carlings
Title:
The Last Statement T-shirt
Category:
Innovation in Social Media
Annual ID:
OS_SM20_108M
Award:
2020 Social Media Merit Award
Agency:
Dentsu Webchutney / Bengaluru
Client:
Swiggy (Bundl Technologies Private Limited)
Title:
Voice of Hunger
Category:
Innovation in Social Media
Annual ID:
OS_SM20_109M
Award:
2020 Social Media Merit Award
Agency:
Perfect Fools AB / Stockholm + Svenska Spel Sport & Casino / Stockholm
Client:
Svenska Spel Sport & Casino
Title:
Grönborg Live
Category:
Livestream
Annual ID:
OS_SM20_058M
Award:
2020 Social Media Merit Award
Agency:
BETC / Paris
Client:
Back Market
Title:
Refurbished Tweets
Category:
Social Post / Campaign
Annual ID:
OS_SM20_050M
Award:
2020 Social Media Merit Award
Agency:
Big Family Table / Los Angeles + Hulu / Santa Monica
Client:
Hulu
Title:
Tom Brady's Big Announcement
Category:
Social Post / Campaign
Annual ID:
OS_SM20_051M
Award:
2020 Social Media Merit Award
Agency:
TAXI / Toronto/Montreal/Vancouver/New York + Canadian Women's Foundation / Toronto + Spark Candles / Toronto
Client:
Canadian Women's Foundation
Title:
Smells Like Inequality
Category:
Social Post / Single
Annual ID:
OS_SM20_045M
Award:
2020 Social Media Merit Award
Agency:
Grey Argentina / Buenos Aires
Client:
Flybondi
Title:
Fly with us
Category:
Social Post / Single
Annual ID:
OS_SM20_046M
Award:
2020 Social Media Merit Award
Agency:
Ogilvy Brasil / São Paulo
Client:
Hasbro
Title:
We All Can Take Care
Category:
Social Post / Single
Annual ID:
OS_SM20_047M
Award:
2020 Social Media Merit Award
Agency:
AMV BBDO / London + BBDO / New York + MJZ / LA & London
Client:
Snickers
Title:
Fix The World
Category:
Social Post / Single
Annual ID:
OS_SM20_048M
Award:
2020 Social Media Merit Award
Agency:
TBWA\Santiago Mangada Puno / Makati + How's Everything / Makati
Client:
UNICEF Philippines
Title:
Safer Kids
Category:
Social Post / Single
Annual ID:
OS_SM20_049M
Award:
2020 Social Media Merit Award
Agency:
draftLine / Shanghai
Client:
AB InBev China
Title:
Kiss Bottle
Category:
User-Generated Content
Annual ID:
OS_SM20_059M
Award:
2020 Social Media Merit Award
Agency:
VIRTUE / Copenhagen
Client:
Carlings
Title:
The Last Statement T-shirt
Category:
User-Generated Content
Annual ID:
OS_SM20_060M
Award:
2020 Social Media Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
Client:
Doritos
Title:
Cool Ranch
Category:
User-Generated Content
Annual ID:
OS_SM20_061M
Award:
2020 Social Media Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Bytedance KK / Tokyo + JAPANESE RED CROSS SOCIETY / Tokyo
Client:
JAPANESE RED CROSS SOCIETY
Title:
#BPM100 DANCE PROJECT
Category:
User-Generated Content
Annual ID:
OS_SM20_062M
Award:
2020 Social Media Merit Award
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
#SpotifyWrapped
Category:
User-Generated Content
Annual ID:
OS_SM20_063M
Award:
2020 Social Media Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
The Recording Academy
Title:
Behind the Record
Category:
User-Generated Content
Annual ID:
OS_SM20_064M
Award:
2020 Social Media Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_052M
Award:
2020 Social Media Merit Award
Agency:
draftLine / New York
Client:
Bud Light
Title:
Area 51
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_053M
Award:
2020 Social Media Merit Award
Agency:
Ogilvy Social Lab / Brussels
Client:
Carrefour Belgium
Title:
The Affordable Banana
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_054M
Award:
2020 Social Media Merit Award
Agency:
Chobani / New York
Client:
Chobani
Title:
Stop Lunch Shaming
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_055M
Award:
2020 Social Media Merit Award
Agency:
mcgarrybowen / Chicago
Client:
Oscar Mayer
Title:
Ice Dog Sandwich
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_056M
Award:
2020 Social Media Merit Award
Agency:
BBDO Belgium / Brussels
Client:
State of the Arts
Title:
-60% culture
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_057M
Award:
2020 Social Media Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Active Engagement
Annual ID:
OS_SM20_065M
Award:
2020 Social Media Merit Award
Agency:
Arnold Worldwide / Boston
Client:
Aspen Institute's Project Play
Title:
Don't Retire, Kid
Category:
Active Engagement
Annual ID:
OS_SM20_066M
Award:
2020 Social Media Merit Award
Agency:
MullenLowe / US
Client:
Burger King
Title:
Real Meals
Category:
Active Engagement
Annual ID:
OS_SM20_067M
Award:
2020 Social Media Merit Award
Agency:
Day One Agency / Los Angeles + Chipotle Mexican Grill / Newport Beach
Client:
Chipotle Mexican Grill
Title:
Chipotle Freeting Wins the Pro Basketball Finals
Category:
Active Engagement
Annual ID:
OS_SM20_068M
Award:
2020 Social Media Merit Award
Agency:
McCann / Melbourne
Client:
Clean Ocean Foundation Australia
Title:
SmartWax
Category:
Active Engagement
Annual ID:
OS_SM20_069M
Award:
2020 Social Media Merit Award
Agency:
Publicis Italy / Milan
Client:
Diesel
Title:
Side:Biz
Category:
Active Engagement
Annual ID:
OS_SM20_070M
Award:
2020 Social Media Merit Award
Agency:
Droga5 / New York
Client:
HBO
Title:
For The Throne: Quest
Category:
Active Engagement
Annual ID:
OS_SM20_071M
Award:
2020 Social Media Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto
Client:
HomeEquity Bank
Title:
#PauseToRemember
Category:
Active Engagement
Annual ID:
OS_SM20_072M
Award:
2020 Social Media Merit Award
Agency:
BBDO GmbH / Duesseldorf
Client:
KMSZ - Bone Marrow Donation Center
Title:
Life Lolli - A lollipop designed to save lives
Category:
Active Engagement
Annual ID:
OS_SM20_073M
Award:
2020 Social Media Merit Award
Agency:
Wunderman Thompson Thailand / Bangkok + The Film Factory / Bangkok
Client:
Malee Group Public Company Limited
Title:
Lonely Rambutan
Category:
Active Engagement
Annual ID:
OS_SM20_074M
Award:
2020 Social Media Merit Award
Agency:
Wieden+Kennedy / Amsterdam
Client:
Nike Kids
Title:
You're It
Category:
Active Engagement
Annual ID:
OS_SM20_075M
Award:
2020 Social Media Merit Award
Agency:
Ogilvy / Singapore + Knights Media & Films / India + Edit Machine / Italy + 1908 Scoring Studios / USA
Client:
RIT Foundation
Title:
Please Arrest Me
Category:
Active Engagement
Annual ID:
OS_SM20_076M
Award:
2020 Social Media Merit Award
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
#SpotifyWrapped
Category:
Active Engagement
Annual ID:
OS_SM20_077M
Award:
2020 Social Media Merit Award
Agency:
VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Atlanta + Spark Foundry / New York
Client:
Wendy's
Title:
Feast of Legends
Category:
Active Engagement
Annual ID:
OS_SM20_078M
