The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had 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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Agency
Client
Title
Category
Annual ID
Alone with Me
Agency: Spotify In-House
Client: Spotify Category: Craft / Data-Driven Personalization
The MET Unframed
Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client: Verizon Category: Craft / Use of Technology
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Craft / Use of Technology
ProPILOT GOLF BALL
Agency: TBWA\HAKUHODO Inc. / Tokyo + TYO PRO2 / TOKYO + Birdman / Tokyo
Client: Nissan Motor Co., Ltd. Category: Craft / Use of Technology
Self-Timing Soap
Agency: ‿ and us / Dubai
Client: Deliveroo and Lush Category: Innovation & Transformation / Innovation in Lockdown
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client: Nike Category: Social Post / Single
Tubbataha Coral Rip
Agency: TBWA\Santiago Mangada Puno / Makati City + Tubbataha Reefs Natural Park and World Heritage Site / Puerto Princesa City, Palawan
Client: Tubbataha Reefs Natural Park & World Heritage Site Category: Craft / Printing & Paper Craft
VAR PROMO
Agency: GUT Agency / Buenos Aires
Client: NOBLEX Category: Non-traditional & Guerrilla Marketing
She Can
Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client: Ab InBev / Guarana Antarctica Category: Non-traditional & Guerrilla Marketing
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Brand Partnerships
Make It Canadian
Agency: Rethink + Molson Canadian / Toronto
Client: Molson Canadian Category: Brand Partnerships
The Future Official Sponsors of the NWSL
Agency: VaynerMedia / New York
Client: Budweiser (USA) Category: Brand Partnerships
Full Transparency by Verizon
Agency: Huge + Verizon / New York + Madnetwork + Huge and Mad Network
Client: Verizon Category: Innovation & Transformation / Innovation in Public Relations
Running Stories
Agency: BBH / Singapore + Crystal Technology Solution / Hanoi
Client: Running Stories Category: Innovation & Transformation / Innovation in Mobile
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany Category: Media Relations
Together, A Short Film You Can Buy
Agency: CALLEN + Psyop
Client: National YoungArts Foundation Category: Innovation & Transformation / Innovation in Lockdown
Radio Recliner
Agency: Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta
Client: Bridge Senior Living Category: Radio & Audio
The Endless Letter On Instagram Stories
Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client: RT Category: Content Series
#NotDone
Agency: Verizon Creative Marketing / New York + Verizon / New York + Linkedin / New York + The Mill / New York
Client: Verizon Category: Social Post / Series
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
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Cultural Driver
The Anticorruption Hackathon
Agency: WMC Grey / Prague + Grey / Europe
Client: Znamkamarada Category: Cultural Driver
We Got You Baby
Agency: Droga5 / New York + Kimberly-Clark/Huggies / New York + SMUGGLER
Client: Kimberly-Clark/Huggies Category: Television & VOD / Long Form - Single
The Match of Ages
Agency: We Believers / New York
Client: Corona Category: Television & VOD / Long Form - Single
Omega Mart Grand Opening
Agency: Wieden+Kennedy / Portland + Joint Editorial + Kevin + Biscuit Filmworks
Client: Meow Wolf Category: Television & VOD / Long Form - Single
Good Morning World
Agency: Special / Auckland + Special / Sydney + Sweetshop
Client: Tourism New Zealand Category: Multi-Country or Global / Consumer / Brand
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
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
Drowned Requiem
Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client: United4Rescue Category: Events / Stunts / Competitions / Virtual - Pre-Recorded
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
Rising Time
Agency: 72andSunny / New York
Client: Church & Dwight / Trojan Brand Condoms Category: Promotional Items / Booklets / Books / Brochures
24 Hour Ad
Agency: The Bloc / New York
Client: Tribute Category: Promotional Items / Booklets / Books / Brochures
Heinz Ketchup Puzzle
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Games
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Visual & Audio Craft / Music
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: Visual & Audio Craft / Music
No Longer Popping
Agency: Joe Public / Johannesburg + StudiJoe / Johannesburg
Client: Chicken Licken Category: Broadcast / Series
Unseen Players
Agency: MullenLowe Delta / Quito
Client: Banco Pichincha Category: Experiential / Live / In-Person Events
Secret Menu
Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client: KFC Australia Category: Utility / Ecommerce
Baby Proof Spotify Ads
Agency: Rethink + IKEA Canada / Toronto
Client: IKEA Canada Category: Online / Streaming Audio Advertising
Glass Ceiling Breaker
Agency: BBH / New York + Chief + National Women's History Museum
Client: Chief and National Women's History Museum Category: Events & Experiential
Give for good
Agency: BETC / Paris + General Pop / Paris
Client: Lacoste Category: Promotional Items / Physical Products
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Promotional Items / Physical Products
The 2030 Calculator
Agency: FARM / Stockholm
Client: Doconomy Category: Innovation & Transformation / Innovation in Design
Order from McDonald's
Agency: Buzzman / Paris
Client: Burger King France Category: Newspaper / Single
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Innovation & Transformation / Innovation in Music & Sound Craft
Mother Blanket
Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito
Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Items
Award:
2021 Direct Marketing Bronze Pencil
Agency:
Spotify In-House
Client:
Spotify
Title:
Alone with Me
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DM21_033B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Craft / Use of Technology
Annual ID:
OS_BE21_024B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Craft / Use of Technology
Annual ID:
OS_BE21_025B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + TYO PRO2 / TOKYO + Birdman / Tokyo
Client:
Nissan Motor Co., Ltd.
Title:
ProPILOT GOLF BALL
Category:
Craft / Use of Technology
Annual ID:
OS_BE21_026B
Award:
2021 Design Bronze Pencil
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DE21_045B
Award:
2021 Social Media Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client:
Nike
Title:
You Can't Stop Us
Category:
Social Post / Single
Annual ID:
OS_SM21_010B
Award:
2021 Design Bronze Pencil
Agency:
TBWA\Santiago Mangada Puno / Makati City + Tubbataha Reefs Natural Park and World Heritage Site / Puerto Princesa City, Palawan
Client:
Tubbataha Reefs Natural Park & World Heritage Site
Title:
Tubbataha Coral Rip
Category:
Craft / Printing & Paper Craft
Annual ID:
OS_DE21_039B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
GUT Agency / Buenos Aires
Client:
NOBLEX
Title:
VAR PROMO
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_022B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client:
Ab InBev / Guarana Antarctica
Title:
She Can
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_023B
Award:
2021 Public Relations Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Brand Partnerships
Annual ID:
OS_PR21_023B
Award:
2021 Public Relations Bronze Pencil
Agency:
Rethink + Molson Canadian / Toronto
Client:
Molson Canadian
Title:
Make It Canadian
Category:
Brand Partnerships
Annual ID:
OS_PR21_024B
Award:
2021 Public Relations Bronze Pencil
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Brand Partnerships
Annual ID:
OS_PR21_025B
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 Public Relations Bronze Pencil
Agency:
Huge + Verizon / New York + Madnetwork + Huge and Mad Network
Client:
Verizon
Title:
Full Transparency by Verizon
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS_PR21_028B
Award:
2021 Mobile Bronze Pencil
Agency:
BBH / Singapore + Crystal Technology Solution / Hanoi
Client:
Running Stories
Title:
Running Stories
Category:
Innovation & Transformation / Innovation in Mobile
Annual ID:
OS_MO21_013B
Award:
2021 Public Relations Bronze Pencil
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Media Relations
Annual ID:
OS_PR21_002B
Award:
2021 Film Bronze Pencil
Agency:
CALLEN + Psyop
Client:
National YoungArts Foundation
Title:
Together, A Short Film You Can Buy
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_042B
Award:
2021 Health, Wellness & Pharma Bronze Pencil
Agency:
Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta
Client:
Bridge Senior Living
Title:
Radio Recliner
Category:
Radio & Audio
Annual ID:
OS_HW21_023B
Award:
2021 In-House Bronze Pencil
Agency:
RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client:
RT
Title:
The Endless Letter On Instagram Stories
Category:
Content Series
Annual ID:
OS_IH21_011B
Award:
2021 Social Media Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Linkedin / New York + The Mill / New York
Client:
Verizon
Title:
#NotDone
Category:
Social Post / Series
Annual ID:
OS_SM21_013B
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 Cultural Driver Bronze Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Cultural Driver
Annual ID:
OS_CD21_004B
Award:
2021 Cultural Driver Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Cultural Driver
Annual ID:
OS_CD21_005B
Award:
2021 Cultural Driver Bronze Pencil
Agency:
WMC Grey / Prague + Grey / Europe
Client:
Znamkamarada
Title:
The Anticorruption Hackathon
Category:
Cultural Driver
Annual ID:
OS_CD21_006B
Award:
2021 Film Bronze Pencil
Agency:
Droga5 / New York + Kimberly-Clark/Huggies / New York + SMUGGLER
Client:
Kimberly-Clark/Huggies
Title:
We Got You Baby
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_010B
Award:
2021 Film Bronze Pencil
Agency:
We Believers / New York
Client:
Corona
Title:
The Match of Ages
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_011B
Award:
2021 Film Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Joint Editorial + Kevin + Biscuit Filmworks
Client:
Meow Wolf
Title:
Omega Mart Grand Opening
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_012B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Special / Auckland + Special / Sydney + Sweetshop
Client:
Tourism New Zealand
Title:
Good Morning World
Category:
Multi-Country or Global / Consumer / Brand
Annual ID:
OS_CE21_015B
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 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 Experiential & Immersive Bronze Pencil
Agency:
fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client:
United4Rescue
Title:
Drowned Requiem
Category:
Events / Stunts / Competitions / Virtual - Pre-Recorded
Annual ID:
OS_EX21_003B
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 Print Bronze Pencil
Agency:
72andSunny / New York
Client:
Church & Dwight / Trojan Brand Condoms
Title:
Rising Time
Category:
Promotional Items / Booklets / Books / Brochures
Annual ID:
OS_PT21_012B
Award:
2021 Print Bronze Pencil
Agency:
The Bloc / New York
Client:
Tribute
Title:
24 Hour Ad
Category:
Promotional Items / Booklets / Books / Brochures
Annual ID:
OS_PT21_013B
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 Digital Craft Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client:
Warner Music Group
Title:
Saylists
Category:
Visual & Audio Craft / Music
Annual ID:
OS_DC21_011B
Award:
2021 Digital Craft 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:
Visual & Audio Craft / Music
Annual ID:
OS_DC21_012B
Award:
2021 Print Bronze Pencil
Agency:
Cheil / Hong Kong
Client:
Volkswagen
Title:
Abandoned Stations
Category:
Posters / Series
Annual ID:
OS_PT21_011B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Joe Public / Johannesburg + StudiJoe / Johannesburg
Client:
Chicken Licken
Title:
No Longer Popping
Category:
Broadcast / Series
Annual ID:
OS_RA21_004B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
MullenLowe Delta / Quito
Client:
Banco Pichincha
Title:
Unseen Players
Category:
Experiential / Live / In-Person Events
Annual ID:
OS_BE21_015B
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 Radio & Audio Bronze Pencil
Agency:
Rethink + IKEA Canada / Toronto
Client:
IKEA Canada
Title:
Baby Proof Spotify Ads
Category:
Online / Streaming Audio Advertising
Annual ID:
OS_RA21_005B
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 Print Bronze Pencil
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_017B
Award:
2021 Print Bronze Pencil
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_018B
Award:
2021 Design Bronze Pencil
Agency:
FARM / Stockholm
Client:
Doconomy
Title:
The 2030 Calculator
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS_DE21_043B
Award:
2021 Print Bronze Pencil
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Order from McDonald's
Category:
Newspaper / Single
Annual ID:
OS_PT21_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 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
