The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 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.

Award

Agency

Client

Title

Category

Annual ID

#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Film / Health & Wellness
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: In-House / External Agency Collaboration
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile Advertising
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Animation / Single
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Storytelling
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Craft / Use of Music
The New National Anthem Edition Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai Client: An Nahar Newspaper Category: Newspaper / Single
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London Client: Essity Bodyform/Libresse Category: Sound Design
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Product
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Online Films & Video / Long Form - Single
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Long Form Video / Single
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Out of Home / Brand Installations
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Non-traditional & Guerrilla Marketing
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Creative Use of Data
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Television & VOD / Short Form - Single
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Innovation & Transformation / Innovation in Direct Marketing
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Cultural Driver
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Cultural Driver
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
UNBOXING Agency: FCB&FiRe / Madrid Client: Netflix / PlayStation Category: Online-only Video / Interactive Video
Glass Ceiling Breaker Agency: BBH / New York + Chief + National Women's History Museum Client: Chief and National Women's History Museum Category: Craft / Art Direction
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Craft / Art Direction
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Integrated Campaign
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Integrated Campaign
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Craft / Art Direction
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Craft / Art Direction
Bigger Picture Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica Client: Budweiser Category: Current Event Response
Look To Speak Agency: Google Creative Lab Client: Google Category: Utility
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Film / Health & Wellness
Pitvertising Agency: Clemenger BBDO / Sydney + PHD Content / Sydney Client: Rexona Category: Apparel
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Spatial Design / Experiential & Immersive
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Spatial Design / Experiential & Immersive
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration
NarcoStore Agency: Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá Client: Colombia con Memoria Foundation Category: Websites / Ecommerce
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Magazine / Series
Mothers Smile Strong Agency: VMLY&R / Dubai Client: Colgate Category: Magazine / Series
Running Stories Agency: BBH / Singapore + Crystal Technology Solution / Hanoi Client: Running Stories Category: Intra-preneurship
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Physical Items
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Physical Items
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Your Way, Way Better Agency: Jones Knowles Ritchie / New York Client: Burger King Category: Branding / Rebranding
Birds Will be Back Agency: Havas Turkey / İstanbul + Depo Film / İstanbul Client: Reckitt / Finish Category: Experiential & Installations / Experiential & Immersive

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

2021 Health, Wellness & Pharma Gold Pencil

McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit

Change the Ref

The Unfinished Votes

Film / Health & Wellness

OS_HW21_001G

2021 In-House Gold Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

In-House / External Agency Collaboration

OS_IH21_001G

2021 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Mobile Advertising

OS_MO21_001G

2021 Interactive & Online Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IN21_001G

2021 Moving Image Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Animation / Single

OS_MI21_001G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_OH21_001G

2021 Public Relations Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Brand Voice

OS_PR21_001G

2021 Creative Use of Data Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Storytelling

OS_CU21_001G

2021 Radio & Audio Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Craft / Use of Music

OS_RA21_001G

2021 Print Gold Pencil

Impact BBDO / Dubai + Boomtown Productions / Dubai

An Nahar Newspaper

The New National Anthem Edition

Newspaper / Single

OS_PT21_001G

2021 Music & Sound Craft Gold Pencil

AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London

Essity Bodyform/Libresse

#wombstories

Sound Design

OS_MS21_001G

2021 IP & Products Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Physical Product

OS_IP21_001G

2021 Film Gold Pencil

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Online Films & Video / Long Form - Single

OS_FI21_001G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Long Form Video / Single

OS_BE21_001G

2021 Design Gold Pencil

FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

City of Chicago

Boards of Change

Out of Home / Brand Installations

OS_DE21_001G

2021 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_EX21_001G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Non-traditional & Guerrilla Marketing

OS_DM21_001G

2021 Digital Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Creative Use of Data

OS_DC21_001G

2021 Social Media Gold Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Stunts & Activations

OS_SM21_001G

2021 Film Gold Pencil

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Television & VOD / Short Form - Single

OS_FI21_002G

2021 Direct Marketing Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_034G

2021 Cultural Driver Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Cultural Driver

OS_CD21_001G

2021 Cultural Driver Gold Pencil

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Cultural Driver

OS_CD21_002G

2021 Direct Marketing Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_DM21_040G

2021 Direct Marketing Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_DM21_041G

2021 Interactive & Online Gold Pencil

FCB&FiRe / Madrid

Netflix / PlayStation

UNBOXING

Online-only Video / Interactive Video

OS_IN21_007G

2021 Out of Home Gold Pencil

BBH / New York + Chief + National Women's History Museum

Chief and National Women's History Museum

Glass Ceiling Breaker

Craft / Art Direction

OS_OH21_018G

2021 Out of Home Gold Pencil

DDB / Chicago + LIME Studios + Arcade + Arts & Sciences

Miller Lite

Farewell, Work Holiday Parties

Craft / Art Direction

OS_OH21_019G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Integrated Campaign

OS_DM21_024G

2021 Direct Marketing Gold Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Integrated Campaign

OS_DM21_025G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Craft / Art Direction

OS_BE21_019G

2021 Branded Entertainment Gold Pencil

DDB / Chicago + LIME Studios + Arcade + Arts & Sciences

Miller Lite

Farewell, Work Holiday Parties

Craft / Art Direction

OS_BE21_020G

2021 Public Relations Gold Pencil

DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica

Budweiser

Bigger Picture

Current Event Response

OS_PR21_016G

2021 Mobile Gold Pencil

Google Creative Lab

Google

Look To Speak

Utility

OS_MO21_004G

2021 Health, Wellness & Pharma Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Film / Health & Wellness

OS_HW21_007G

2021 Out of Home Gold Pencil

Clemenger BBDO / Sydney + PHD Content / Sydney

Rexona

Pitvertising

Apparel

OS_OH21_015G

2021 Design Gold Pencil

AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

H&M

H&M Looop

Spatial Design / Experiential & Immersive

OS_DE21_023G

2021 Design Gold Pencil

FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

City of Chicago

Boards of Change

Spatial Design / Experiential & Immersive

OS_DE21_024G

2021 Print Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_PT21_022G

2021 Interactive & Online Gold Pencil

Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá

Colombia con Memoria Foundation

NarcoStore

Websites / Ecommerce

OS_IN21_003G

2021 Print Gold Pencil

Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto

Unilever / Dove

Courage is Beautiful

Magazine / Series

OS_PT21_005G

2021 Print Gold Pencil

VMLY&R / Dubai

Colgate

Mothers Smile Strong

Magazine / Series

OS_PT21_006G

2021 In-House Gold Pencil

BBH / Singapore + Crystal Technology Solution / Hanoi

Running Stories

Running Stories

Intra-preneurship

OS_IH21_007G

2021 Direct Marketing Gold Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Physical Items

OS_DM21_002G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Physical Items

OS_DM21_003G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_OH21_030G

2021 Design Gold Pencil

Jones Knowles Ritchie / New York

Burger King

Your Way, Way Better

Branding / Rebranding

OS_DE21_006G

2021 Out of Home Gold Pencil

Havas Turkey / İstanbul + Depo Film / İstanbul

Reckitt / Finish

Birds Will be Back

Experiential & Installations / Experiential & Immersive

OS_OH21_012G

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