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

40,000 Strong Agency: McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London Client: Help for Heroes Category: Experiential & Installations / Brand Installations
Maria's Message Agency: Wunderman Thompson BA / CABA Client: Movistar Category: Mobile Advertising
Ugly Gerry Agency: Leo Burnett / Chicago Client: RepresentUs Category: Typography / Typeface Design
Smells Like Inequality Agency: TAXI / Toronto/Montreal/Vancouver/New York + Canadian Women's Foundation / Toronto + Spark Candles / Toronto Client: Canadian Women's Foundation Category: Digital / Social Media
Project Understood Agency: FCB / Toronto Client: Google AI / Canadian Down Syndrome Category: Innovation in Experiential
5G Kung Fu Showdown Agency: Ogilvy / Beijing + Ogilvy / Shanghai Client: Huawei Device Co., Ltd. Category: Innovation in Experiential
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Innovation in Experiential
The Gun Violence History Book Agency: FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: Illinois Council Against Handgun Violence Category: Craft / Art Direction
The Leica Bauhaus Workshops Agency: Arnold Worldwide / Boston Client: Leica Store Boston Category: Craft / Art Direction
In Someone Else's Shoes Agency: Arnold Worldwide / Boston Client: Santander Bank Category: Craft / Art Direction
Swipe Night Agency: 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles Client: Tinder Category: Innovation in Branded Entertainment
IKEA Bedtime Agency: Rethink / Toronto/Montreal/Vancouver + FRANK / Toronto + Jungle Media / Toronto Client: IKEA Canada Category: Targeted Video / Targeted Online Video
ThisAbles Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Innovation in Direct Marketing
Street-Vet Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Innovation in Direct Marketing
Margaret by Moonlight Agency: Google Creative Lab / New York + Google / New York Client: Google Category: Craft / Art Direction
The Gun Violence History Book Agency: FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago Client: Illinois Council Against Handgun Violence Category: Craft / Art Direction
Teachable Machine Agency: Google Creative Lab / New York + Google / New York Client: Google Category: Websites / Utility
Project Understood Agency: FCB / Toronto Client: Google AI / Canadian Down Syndrome Category: Websites / Utility
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Reputation Management
The E.V.A. Initiative Agency: Forsman & Bodenfors / Gothenburg Client: Volvo Cars Category: Reputation Management
50th Anniversary, Craft Campaign Agency: Ogilvy / Chicago Client: Jimmy Dean Category: Craft / Photography
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
The #UNIGNORABLE Tower Agency: TAXI / Toronto/Montreal/Vancouver/New York + United Way / Toronto + Array of Stars / Toronto Client: United Way Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Dot Translate. Agency: SERVICEPLAN GERMANY / Munich Client: Dot Incorporation Category: Digital Product
Moldy Whopper Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami Client: Burger King Category: Integrated PR Campaign
Stop Lunch Shaming Agency: Chobani / New York Client: Chobani Category: Integrated PR Campaign
For The Throne Agency: Droga5 / New York Client: HBO Category: Integrated PR Campaign
#PauseToRemember Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto Client: HomeEquity Bank Category: Livestream
The HIV+ Episodes Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto Client: Casey House Category: Innovation in Moving Image Craft
Second Chances Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Public Relations
Runaway Train 25 Agency: MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles Client: National Center For Missing & Exploited Children Category: Music Videos
AI Versus Agency: Voskhod Creative Agency / Ekaterinburg, Russia + ISD Group / Kyiv, Ukraine Client: TV Rain Category: Creative Use of Data / Storytelling
The Walkumentary Agency: DentsuBos / Toronto + Brita / Toronto Client: Brita Category: Online-only Video / Pre-Roll - Single
AMAZON BINGE SHOPPING Agency: Herezie Group / Paris Client: AMAZON PRIME VIDEO Category: Social Channel / Single Platform
Eat Your Tweet Agency: CLM BBDO / Boulogne Billancourt Client: CONTINENTAL FOODS FRANCE Category: Social Channel / Single Platform
Swipe Night Agency: 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles Client: Tinder Category: Social Channel / Single Platform
Voiceless Women Agency: Uitch Iscratch / Copenhagen + No Sleep / Copenhagen + Uitch Iscratch / Copenhagen Client: New Lives Category: Film / Health & Wellness
Samsung Folding Piccadilly Agency: Cheil / London + CYLNDR / London Client: Samsung Category: Out of Home / Single
-60% culture Agency: BBDO Belgium / Brussels Client: State of the Arts Category: Data Visualization / Static or Dynamic
#SayYesToEurope Agency: Kolle Rebbe GmbH / Hamburg Client: Deutsche Lufthansa AG Category: Experiential / Brand Installations
A Sweet Escape Agency: Cheil / Hong Kong Client: Chupa Chups (Snack To Home Limited) Category: Craft / Art Direction
The Edible Sushi Omamori Agency: Geometry Ogilvy Japan / Tokyo Client: JFOODO Category: Craft / Printing & Production
Unleashed Agency: Zambezi / Culver City + Beats by Dr. Dre / Culver City + Doomsday Entertainment / Los Angeles Client: Beats by Dr. Dre Category: Craft - Cinematography / Single
The Small Escape Agency: Jung von Matt AG / Hamburg + Tempomedia Filmproduktion GmbH / Hamburg + BMW AG / München Client: BMW AG Category: Craft - Cinematography / Single
Run. For. Life. Agency: Arnold Worldwide / Boston Client: The Red Cross Category: Posters / Campaign
Ad-within-an-ad-within-an-ad Agency: adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York Client: Samsung Category: Online Films & Video / Short Form - Single
The Long Fight Agency: Droga5 / New York Client: The New York Times Category: Online Films & Video / Short Form - Single
Pay It Forward Agency: FCB Inferno / London Client: The Big Issue Category: Cross-Channel UX / UI / Digital / Physical
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Cross-Channel UX / UI / Digital / Physical
Street-Vet Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Out of Home / Billboards & Transit

2020 Out of Home Silver Pencil

McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London

Help for Heroes

40,000 Strong

Experiential & Installations / Brand Installations

OS_OH20_008S

2020 Mobile Silver Pencil

Wunderman Thompson BA / CABA

Movistar

Maria's Message

Mobile Advertising

OS_MO20_010S

2020 Design Silver Pencil

Leo Burnett / Chicago

RepresentUs

Ugly Gerry

Typography / Typeface Design

OS_DE20_008S

2020 Health, Wellness & Pharma Silver Pencil

TAXI / Toronto/Montreal/Vancouver/New York + Canadian Women's Foundation / Toronto + Spark Candles / Toronto

Canadian Women's Foundation

Smells Like Inequality

Digital / Social Media

OS_HW20_015S

2020 Experiential & Immersive Silver Pencil

FCB / Toronto

Google AI / Canadian Down Syndrome

Project Understood

Innovation in Experiential

OS_EX20_026S

2020 Experiential & Immersive Silver Pencil

Ogilvy / Beijing + Ogilvy / Shanghai

Huawei Device Co., Ltd.

5G Kung Fu Showdown

Innovation in Experiential

OS_EX20_027S

2020 Experiential & Immersive Silver Pencil

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Innovation in Experiential

OS_EX20_028S

2020 Out of Home Silver Pencil

FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

Illinois Council Against Handgun Violence

The Gun Violence History Book

Craft / Art Direction

OS_OH20_019S

2020 Out of Home Silver Pencil

Arnold Worldwide / Boston

Leica Store Boston

The Leica Bauhaus Workshops

Craft / Art Direction

OS_OH20_020S

2020 Out of Home Silver Pencil

Arnold Worldwide / Boston

Santander Bank

In Someone Else's Shoes

Craft / Art Direction

OS_OH20_021S

2020 Branded Entertainment Silver Pencil

72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles

Tinder

Swipe Night

Innovation in Branded Entertainment

OS_BE20_035S

2020 Direct Marketing Silver Pencil

Rethink / Toronto/Montreal/Vancouver + FRANK / Toronto + Jungle Media / Toronto

IKEA Canada

IKEA Bedtime

Targeted Video / Targeted Online Video

OS_DI20_010S

2020 Direct Marketing Silver Pencil

McCann / Tel Aviv + McCann Worldgroup

IKEA

ThisAbles

Innovation in Direct Marketing

OS_DI20_042S

2020 Direct Marketing Silver Pencil

McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine

Nestlé Purina Pet Care

Street-Vet

Innovation in Direct Marketing

OS_DI20_043S

2020 Design Silver Pencil

Google Creative Lab / New York + Google / New York

Google

Margaret by Moonlight

Craft / Art Direction

OS_DE20_044S

2020 Design Silver Pencil

FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago

Illinois Council Against Handgun Violence

The Gun Violence History Book

Craft / Art Direction

OS_DE20_045S

2020 Interactive & Online Silver Pencil

Google Creative Lab / New York + Google / New York

Google

Teachable Machine

Websites / Utility

OS_IN20_007S

2020 Interactive & Online Silver Pencil

FCB / Toronto

Google AI / Canadian Down Syndrome

Project Understood

Websites / Utility

OS_IN20_008S

2020 Public Relations Silver Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Reputation Management

OS_PR20_017S

2020 Public Relations Silver Pencil

Forsman & Bodenfors / Gothenburg

Volvo Cars

The E.V.A. Initiative

Reputation Management

OS_PR20_018S

2020 Print Silver Pencil

Ogilvy / Chicago

Jimmy Dean

50th Anniversary, Craft Campaign

Craft / Photography

OS_PT20_029S

2020 Mobile Silver Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_MO20_016S

2020 Mobile Silver Pencil

TAXI / Toronto/Montreal/Vancouver/New York + United Way / Toronto + Array of Stars / Toronto

United Way

The #UNIGNORABLE Tower

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_MO20_017S

2020 IP & Products Silver Pencil

SERVICEPLAN GERMANY / Munich

Dot Incorporation

Dot Translate.

Digital Product

OS_IP20_005S

2020 Public Relations Silver Pencil

INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami

Burger King

Moldy Whopper

Integrated PR Campaign

OS_PR20_023S

2020 Public Relations Silver Pencil

Chobani / New York

Chobani

Stop Lunch Shaming

Integrated PR Campaign

OS_PR20_024S

2020 Public Relations Silver Pencil

Droga5 / New York

HBO

For The Throne

Integrated PR Campaign

OS_PR20_025S

2020 Social Media Silver Pencil

Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto

HomeEquity Bank

#PauseToRemember

Livestream

OS_SM20_017S

2020 Moving Image Craft Silver Pencil

Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto

Casey House

The HIV+ Episodes

Innovation in Moving Image Craft

OS_MI20_038S

2020 Health, Wellness & Pharma Silver Pencil

McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa

Donate Life California

Second Chances

Public Relations

OS_HW20_024S

2020 Branded Entertainment Silver Pencil

MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles

National Center For Missing & Exploited Children

Runaway Train 25

Music Videos

OS_BE20_012S

2020 Creative Use of Data Silver Pencil

Voskhod Creative Agency / Ekaterinburg, Russia + ISD Group / Kyiv, Ukraine

TV Rain

AI Versus

Creative Use of Data / Storytelling

OS_CU20_007S

2020 Interactive & Online Silver Pencil

DentsuBos / Toronto + Brita / Toronto

Brita

The Walkumentary

Online-only Video / Pre-Roll - Single

OS_IN20_016S

2020 Social Media Silver Pencil

Herezie Group / Paris

AMAZON PRIME VIDEO

AMAZON BINGE SHOPPING

Social Channel / Single Platform

OS_SM20_003S

2020 Social Media Silver Pencil

CLM BBDO / Boulogne Billancourt

CONTINENTAL FOODS FRANCE

Eat Your Tweet

Social Channel / Single Platform

OS_SM20_004S

2020 Social Media Silver Pencil

72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles

Tinder

Swipe Night

Social Channel / Single Platform

OS_SM20_005S

2020 Health, Wellness & Pharma Silver Pencil

Uitch Iscratch / Copenhagen + No Sleep / Copenhagen + Uitch Iscratch / Copenhagen

New Lives

Voiceless Women

Film / Health & Wellness

OS_HW20_010S

2020 Design Silver Pencil

Cheil / London + CYLNDR / London

Samsung

Samsung Folding Piccadilly

Out of Home / Single

OS_DE20_026S

2020 Design Silver Pencil

BBDO Belgium / Brussels

State of the Arts

-60% culture

Data Visualization / Static or Dynamic

OS_DE20_023S

2020 Direct Marketing Silver Pencil

Kolle Rebbe GmbH / Hamburg

Deutsche Lufthansa AG

#SayYesToEurope

Experiential / Brand Installations

OS_DI20_013S

2020 Print Silver Pencil

Cheil / Hong Kong

Chupa Chups (Snack To Home Limited)

A Sweet Escape

Craft / Art Direction

OS_PT20_019S

2020 Out of Home Silver Pencil

Geometry Ogilvy Japan / Tokyo

JFOODO

The Edible Sushi Omamori

Craft / Printing & Production

OS_OH20_029S

2020 Moving Image Craft Silver Pencil

Zambezi / Culver City + Beats by Dr. Dre / Culver City + Doomsday Entertainment / Los Angeles

Beats by Dr. Dre

Unleashed

Craft - Cinematography / Single

OS_MI20_021S

2020 Moving Image Craft Silver Pencil

Jung von Matt AG / Hamburg + Tempomedia Filmproduktion GmbH / Hamburg + BMW AG / München

BMW AG

The Small Escape

Craft - Cinematography / Single

OS_MI20_022S

2020 Print Silver Pencil

Arnold Worldwide / Boston

The Red Cross

Run. For. Life.

Posters / Campaign

OS_PT20_011S

2020 Film Silver Pencil

adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York

Samsung

Ad-within-an-ad-within-an-ad

Online Films & Video / Short Form - Single

OS_FI20_017S

2020 Film Silver Pencil

Droga5 / New York

The New York Times

The Long Fight

Online Films & Video / Short Form - Single

OS_FI20_018S

2020 Digital Craft Silver Pencil

FCB Inferno / London

The Big Issue

Pay It Forward

Cross-Channel UX / UI / Digital / Physical

OS_DC20_006S

2020 Digital Craft Silver Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Cross-Channel UX / UI / Digital / Physical

OS_DC20_007S

2020 Direct Marketing Silver Pencil

McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine

Nestlé Purina Pet Care

Street-Vet

Out of Home / Billboards & Transit

OS_DI20_007S

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