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

The Most Metal Scratch-Off Agency: Lottery / New York + McCann / New York + JSM Music / New York Client: New York Lottery Category: Visual & Audio Craft / Music
Stevenage Challenge Agency: DAVID / Madrid + DAVID / Miami + Burger King / Miami Client: Burger King Category: Innovation in Interactive
#LIBERTYEQUALITYPATERNITY Agency: DDB, / Paris + Marie Claire / Paris Client: Marie Claire Category: Craft / Writing
THE TIME WE HAVE LEFT Agency: Leo Burnett / Madrid + Tesauro / Madrid + Pernod Ricard - Ruavieja / Madrid Client: PERNOD RICARD - RUAVIEJA Category: Single Country or Region / Consumer / Brand
Holiday - The Surprise Agency: SMUGGLER / Los Angeles + TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Craft - Direction / Single
Wake Up Agency: Anonymous Content / Culver City Client: HP Category: Craft - Direction / Single
Crocodile Inside Agency: BETC / Paris Client: Lacoste Category: Craft - Direction / Single
Storm The Court Agency: Venables Bell & Partners / San Francisco Client: Reebok Category: Craft - Direction / Single
Back to School Essentials Agency: BBDO / New York + Smuggler / New York Client: Sandy Hook Promise Category: Craft - Direction / Single
The Edible Sushi Omamori Agency: Geometry Ogilvy Japan / Tokyo Client: JFOODO Category: Craft / Printing & Paper Craft
See Sound Agency: AREA 23, An FCB Health Network Company / New York + Wavio / Sonoma + Studio Rx, FCB Health Network Company / New York + SIR Design LLC / Queens Client: Wavio Category: Innovation in Health & Wellness
The Real Cost of Being UmZulu Agency: TBWA Hunt Lascaris / Johannesburg + Samish / Johannesburg + Produce Sound / Johannesburg Client: City Lodge Hotel Group Category: Broadcast / Campaign
Get an Original Track Agency: Sid Lee / Toronto + TA2 Sound + Music / Toronto Client: TA2 Sound + Music Category: Broadcast / Campaign
The HIV+ Episodes Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto Client: Casey House Category: Innovation in Moving Image Craft
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Non-traditional & Guerrilla Marketing
Second Chances Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Out of Home / Health & Wellness
Cool Ranch Agency: Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica Client: Doritos Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
L05T Agency: DDB Group New Zealand / Auckland Client: Lotto NZ Category: Innovation in Film
The Truth Is Local Agency: The New York Times / New York + Local Projects / New York Client: The New York Times Category: Out of Home / Series
Eva Stories Agency: K's Galleries / Tel Aviv + Leo Burnett Israel / Tel Aviv Client: K's Galleries Category: Events & Experiential
For The Throne: Bleed Agency: Droga5 / New York + Giant Spoon / New York Client: HBO Category: Experiential / Brand Installations
AI Versus Agency: Voskhod Creative Agency / Ekaterinburg, Russia + ISD Group / Kyiv, Ukraine Client: TV Rain Category: Creative Use of Data / Storytelling
See Sound Agency: AREA 23, An FCB Health Network Company / New York + Wavio / Sonoma + Studio Rx, FCB Health Network Company / New York + SIR Design LLC / Queens Client: Wavio Category: Physical Product & Mobile Integration
The War Siren Test Agency: Jung von Matt/Limmat / Zurich Client: Amnesty International Switzerland Category: Experiential Radio & Audio
Parkscapes Agency: BBDO / Toronto + Flare BBDO / Toronto Client: Regent Park School of Music Category: Experiential Radio & Audio
Life Melodies Agency: MullenLowe / Singapore + MullenLowe / London Client: Sivantos GmbH Category: Experiential Radio & Audio
The Underdogs Agency: Apple / Cupertino + Smuggler / LA + Work / LA + A52 / LA Client: Apple Category: Online-only Video / Single
The Small Escape Agency: Jung von Matt AG / Hamburg + Tempomedia Filmproduktion GmbH / Hamburg + BMW AG / München Client: BMW AG Category: Online Films & Video / Long Form - Single
Silence the Critics Agency: MJZ / Los Angeles + MJZ / London + Mother / London Client: IKEA Category: Online Films & Video / Long Form - Single
Groundhog Day Agency: Highdive / Chicago + Jeep / Detroit + O Positive / New York Client: Jeep Category: Online Films & Video / Long Form - Single
Bertha Benz: The Journey That Changed Everything Agency: antoni garage / Berlin + Mercedes-Benz / Stuttgart + Anorak / Berlin Client: Mercedes-Benz AG Category: Online Films & Video / Long Form - Single
Deaf 911 Agency: Saatchi & Saatchi Wellness / New York Client: St. Ann's for the Deaf Category: Applications
What's in it? Agency: TBWAParis / Boulogne-Billancourt + DAN Paris / Boulogne-Billancourt + Système U / Rungis Client: Système U Category: Applications
Lessons in Herstory Agency: Goodby Silverstein & Partners / San Francisco + GS&P Social / San Francisco + Elevel / San Francisco + GS&P Labs / San Francisco Client: Daughters of the Evolution Category: Craft / Use of Technology
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Craft / Use of Technology
Pay It Forward Agency: FCB Inferno / London Client: The Big Issue Category: Utility
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
Run. For. Life. Agency: Arnold Worldwide / Boston Client: The Red Cross Category: Posters / Campaign
Cantroller Agency: DDB / Chicago Client: Miller Lite Category: Innovation in Social Media
BBC 2 iDents Agency: BBC Creative / London + Superunion / London Client: BBC Creative Category: Moving Image / Series
A Sweet Escape Agency: Cheil / Hong Kong Client: Chupa Chups (Snack To Home Limited) Category: Craft / Art Direction
Project Understood Agency: FCB / Toronto Client: Google AI / Canadian Down Syndrome Category: UX / UI / User Experience
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
The Epidemic Agency: BBDO / New York + Sanctuary / Los Angeles Client: Monica Lewinsky Category: Online-only Video / Interactive Video
IKEA Bedtime Agency: Rethink / Toronto/Montreal/Vancouver + FRANK / Toronto + Jungle Media / Toronto Client: IKEA Canada Category: Targeted Video / Targeted Online Video
Maria's Message Agency: Wunderman Thompson BA / CABA Client: Movistar Category: Mobile Advertising
Wonderful Tools Agency: TBWA\Media Arts Lab / Los Angeles + BUCK / Los Angeles Client: Apple Category: Craft / Animation
Lessons in Herstory Agency: Goodby Silverstein & Partners / San Francisco + GS&P Social / San Francisco + GS&P Labs / San Francisco Client: Daughters of the Evolution Category: Craft / Storytelling
Laundry Night Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati Client: Procter & Gamble - Tide Category: Influencer Marketing / Multi-Channel

2020 Digital Craft Silver Pencil

Lottery / New York + McCann / New York + JSM Music / New York

New York Lottery

The Most Metal Scratch-Off

Visual & Audio Craft / Music

OS_DC20_018S

2020 Interactive & Online Silver Pencil

DAVID / Madrid + DAVID / Miami + Burger King / Miami

Burger King

Stevenage Challenge

Innovation in Interactive

OS_IN20_032S

2020 Print Silver Pencil

DDB, / Paris + Marie Claire / Paris

Marie Claire

#LIBERTYEQUALITYPATERNITY

Craft / Writing

OS_PT20_022S

2020 Creative Effectiveness Silver Pencil

Leo Burnett / Madrid + Tesauro / Madrid + Pernod Ricard - Ruavieja / Madrid

PERNOD RICARD - RUAVIEJA

THE TIME WE HAVE LEFT

Single Country or Region / Consumer / Brand

OS_CE20_010S

2020 Moving Image Craft Silver Pencil

SMUGGLER / Los Angeles + TBWA\Media Arts Lab / Los Angeles

Apple

Holiday - The Surprise

Craft - Direction / Single

OS_MI20_005S

2020 Moving Image Craft Silver Pencil

Anonymous Content / Culver City

HP

Wake Up

Craft - Direction / Single

OS_MI20_006S

2020 Moving Image Craft Silver Pencil

BETC / Paris

Lacoste

Crocodile Inside

Craft - Direction / Single

OS_MI20_007S

2020 Moving Image Craft Silver Pencil

Venables Bell & Partners / San Francisco

Reebok

Storm The Court

Craft - Direction / Single

OS_MI20_008S

2020 Moving Image Craft Silver Pencil

BBDO / New York + Smuggler / New York

Sandy Hook Promise

Back to School Essentials

Craft - Direction / Single

OS_MI20_009S

2020 Design Silver Pencil

Geometry Ogilvy Japan / Tokyo

JFOODO

The Edible Sushi Omamori

Craft / Printing & Paper Craft

OS_DE20_058S

2020 Health, Wellness & Pharma Silver Pencil

AREA 23, An FCB Health Network Company / New York + Wavio / Sonoma + Studio Rx, FCB Health Network Company / New York + SIR Design LLC / Queens

Wavio

See Sound

Innovation in Health & Wellness

OS_HW20_029S

2020 Radio & Audio Silver Pencil

TBWA Hunt Lascaris / Johannesburg + Samish / Johannesburg + Produce Sound / Johannesburg

City Lodge Hotel Group

The Real Cost of Being UmZulu

Broadcast / Campaign

OS_RA20_004S

2020 Radio & Audio Silver Pencil

Sid Lee / Toronto + TA2 Sound + Music / Toronto

TA2 Sound + Music

Get an Original Track

Broadcast / Campaign

OS_RA20_005S

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 Direct Marketing Silver Pencil

David / São Paulo + Burger King / São Paulo

Burger King Brasil

Burn That Ad

Non-traditional & Guerrilla Marketing

OS_DI20_023S

2020 Health, Wellness & Pharma Silver Pencil

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

Donate Life California

Second Chances

Out of Home / Health & Wellness

OS_HW20_022S

2020 Experiential & Immersive Silver Pencil

Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica

Doritos

Cool Ranch

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

OS_EX20_015S

2020 Film Silver Pencil

DDB Group New Zealand / Auckland

Lotto NZ

L05T

Innovation in Film

OS_FI20_041S

2020 Design Silver Pencil

The New York Times / New York + Local Projects / New York

The New York Times

The Truth Is Local

Out of Home / Series

OS_DE20_030S

2020 Public Relations Silver Pencil

K's Galleries / Tel Aviv + Leo Burnett Israel / Tel Aviv

K's Galleries

Eva Stories

Events & Experiential

OS_PR20_006S

2020 Branded Entertainment Silver Pencil

Droga5 / New York + Giant Spoon / New York

HBO

For The Throne: Bleed

Experiential / Brand Installations

OS_BE20_020S

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 Mobile Silver Pencil

AREA 23, An FCB Health Network Company / New York + Wavio / Sonoma + Studio Rx, FCB Health Network Company / New York + SIR Design LLC / Queens

Wavio

See Sound

Physical Product & Mobile Integration

OS_MO20_020S

2020 Radio & Audio Silver Pencil

Jung von Matt/Limmat / Zurich

Amnesty International Switzerland

The War Siren Test

Experiential Radio & Audio

OS_RA20_013S

2020 Radio & Audio Silver Pencil

BBDO / Toronto + Flare BBDO / Toronto

Regent Park School of Music

Parkscapes

Experiential Radio & Audio

OS_RA20_014S

2020 Radio & Audio Silver Pencil

MullenLowe / Singapore + MullenLowe / London

Sivantos GmbH

Life Melodies

Experiential Radio & Audio

OS_RA20_015S

2020 Interactive & Online Silver Pencil

Apple / Cupertino + Smuggler / LA + Work / LA + A52 / LA

Apple

The Underdogs

Online-only Video / Single

OS_IN20_018S

2020 Film Silver Pencil

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

BMW AG

The Small Escape

Online Films & Video / Long Form - Single

OS_FI20_024S

2020 Film Silver Pencil

MJZ / Los Angeles + MJZ / London + Mother / London

IKEA

Silence the Critics

Online Films & Video / Long Form - Single

OS_FI20_025S

2020 Film Silver Pencil

Highdive / Chicago + Jeep / Detroit + O Positive / New York

Jeep

Groundhog Day

Online Films & Video / Long Form - Single

OS_FI20_026S

2020 Film Silver Pencil

antoni garage / Berlin + Mercedes-Benz / Stuttgart + Anorak / Berlin

Mercedes-Benz AG

Bertha Benz: The Journey That Changed Everything

Online Films & Video / Long Form - Single

OS_FI20_027S

2020 Mobile Silver Pencil

Saatchi & Saatchi Wellness / New York

St. Ann's for the Deaf

Deaf 911

Applications

OS_MO20_003S

2020 Mobile Silver Pencil

TBWAParis / Boulogne-Billancourt + DAN Paris / Boulogne-Billancourt + Système U / Rungis

Système U

What's in it?

Applications

OS_MO20_004S

2020 Mobile Silver Pencil

Goodby Silverstein & Partners / San Francisco + GS&P Social / San Francisco + Elevel / San Francisco + GS&P Labs / San Francisco

Daughters of the Evolution

Lessons in Herstory

Craft / Use of Technology

OS_MO20_024S

2020 Mobile Silver Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Craft / Use of Technology

OS_MO20_025S

2020 Mobile Silver Pencil

FCB Inferno / London

The Big Issue

Pay It Forward

Utility

OS_MO20_007S

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 Print Silver Pencil

Arnold Worldwide / Boston

The Red Cross

Run. For. Life.

Posters / Campaign

OS_PT20_011S

2020 Social Media Silver Pencil

DDB / Chicago

Miller Lite

Cantroller

Innovation in Social Media

OS_SM20_036S

2020 Design Silver Pencil

BBC Creative / London + Superunion / London

BBC Creative

BBC 2 iDents

Moving Image / Series

OS_DE20_042S

2020 Print Silver Pencil

Cheil / Hong Kong

Chupa Chups (Snack To Home Limited)

A Sweet Escape

Craft / Art Direction

OS_PT20_019S

2020 Digital Craft Silver Pencil

FCB / Toronto

Google AI / Canadian Down Syndrome

Project Understood

UX / UI / User Experience

OS_DC20_004S

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 Interactive & Online Silver Pencil

BBDO / New York + Sanctuary / Los Angeles

Monica Lewinsky

The Epidemic

Online-only Video / Interactive Video

OS_IN20_014S

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 Mobile Silver Pencil

Wunderman Thompson BA / CABA

Movistar

Maria's Message

Mobile Advertising

OS_MO20_010S

2020 Design Silver Pencil

TBWA\Media Arts Lab / Los Angeles + BUCK / Los Angeles

Apple

Wonderful Tools

Craft / Animation

OS_DE20_054S

2020 Experiential & Immersive Silver Pencil

Goodby Silverstein & Partners / San Francisco + GS&P Social / San Francisco + GS&P Labs / San Francisco

Daughters of the Evolution

Lessons in Herstory

Craft / Storytelling

OS_EX20_021S

2020 Social Media Silver Pencil

Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati

Procter & Gamble - Tide

Laundry Night

Influencer Marketing / Multi-Channel

OS_SM20_031S

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