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 Tampon Book: a book against tax discrimination Agency: Scholz & Friends / Berlin Client: The Female Company Category: Physical Items
Second Chances Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Innovation in Direct Marketing
The Tampon Book: a book against tax discrimination Agency: Scholz & Friends / Berlin Client: The Female Company Category: Innovation in Direct Marketing
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
The Traffic Jam Whopper Agency: We Believers / New York Client: Burger King Mexico/Global Category: Innovation in Direct Marketing
Pay It Forward Agency: FCB Inferno / London Client: The Big Issue Category: Innovation in Direct Marketing
Embarrassing Plastic Bags Agency: Rethink / Vancouver/Toronto/Montreal Client: East West Market Category: Out of Home / P.O.P. & In-Store
Moldy Whopper Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami Client: Burger King Category: Targeted Video / Targeted Online Video
IKEA Bedtime Agency: Rethink / Toronto/Montreal/Vancouver + FRANK / Toronto + Jungle Media / Toronto Client: IKEA Canada Category: Targeted Video / Targeted Online Video
Don't Retire, Kid Agency: Arnold Worldwide / Boston Client: Aspen Institute's Project Play Category: Targeted Video / Targeted Online Video
LoFI Beats Suicide Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London Client: Vice UK Category: Targeted Video / Targeted Online Video
Clearing the Air Agency: BBC Creative / London Client: BBC Category: Digital & Online / Email & Newsletters
Second Chances Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Non-traditional & Guerrilla Marketing
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Non-traditional & Guerrilla Marketing
The Punishing Signal Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York Client: Mumbai Police Category: Non-traditional & Guerrilla Marketing
The Tampon Book: a book against tax discrimination Agency: Scholz & Friends / Berlin Client: The Female Company Category: Non-traditional & Guerrilla Marketing
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Non-traditional & Guerrilla Marketing
Stevenage Challenge Agency: DAVID / Madrid + DAVID / Miami + Burger King / Miami Client: Burger King Category: Non-traditional & Guerrilla Marketing
Twitter Bait Agency: MullenLowe / US Client: Burger King Category: Non-traditional & Guerrilla Marketing
The Traffic Jam Whopper Agency: We Believers / New York Client: Burger King Mexico/Global Category: Non-traditional & Guerrilla Marketing
Air Max Graffiti Stores Agency: AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo Client: Nike Category: Non-traditional & Guerrilla Marketing
Pay It Forward Agency: FCB Inferno / London Client: The Big Issue Category: Non-traditional & Guerrilla Marketing
The Edible Sushi Omamori Agency: Geometry Ogilvy Japan / Tokyo Client: JFOODO Category: Craft / Printing / Production
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: Physical Items
Andressa Alves' Doll Agency: Wieden+Kennedy / São Paulo Client: Nike Category: Physical Items
Cantroller Agency: DDB / Chicago Client: Miller Lite Category: Physical Items
The Traffic Jam Whopper Agency: We Believers / New York Client: Burger King Mexico/Global Category: Craft / Data-Driven Personalization
Street-Vet Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Craft / Data-Driven Personalization
Necessary Discounts Agency: Africa / Sao Paulo Client: Penguin Books' Companhia das Letras Category: Craft / Data-Driven Personalization
My Carer Agency: McCann / London + McCann Europe / London + MRM//McCann / Frankfurt + Skilled.app / London Client: Alzheimer's Society Category: Digital & Online / Use of Smart Devices & Voice Assistants
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Craft / Use of Technology
Raise Their Game Agency: Ogilvy / London Client: IBM Category: Craft / Use of Technology
Sound of sea Agency: TBWAParis / Boulogne-Billancourt + TBWA\Else / Boulogne-Billancourt + Sea Shepherd France / Paris Client: Sea Shepherd Category: Craft / Use of Technology
Independents on 5th: Shoppable Holiday Windows Agency: Goodby Silverstein & Partners / San Francisco + Standard Transmission / Brooklyn + Picture Farm / Brooklyn + Gattie and Lopez / New York Client: PayPal Category: Craft / Art Direction
Moldy Whopper Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami Client: Burger King 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
Generation Lockdown Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Digital & Online / Social Media Post - Single
#SnickersGate Agency: CLM BBDO / Boulogne Billancourt Client: MARS WRIGLEY Category: Digital & Online / Social Media Post - Single
#SayYesToEurope Agency: Kolle Rebbe GmbH / Hamburg Client: Deutsche Lufthansa AG Category: Experiential / Brand Installations
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Digital & Online / Banners & Pop-ups
The Punishing Signal Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York Client: Mumbai Police Category: Out of Home / Billboards & Transit
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
The Traffic Jam Whopper Agency: We Believers / New York Client: Burger King Mexico/Global Category: Out of Home / Billboards & Transit
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Integrated Campaign
The Puck Agency: Grey Canada / Toronto + Current Studios / Brooklyn Client: ADIABC - Diabetes Association of ABC Category: Innovation in Direct Marketing
adidas Operation AirDrop Agency: Jam3 / Toronto Client: Adidas Category: Innovation in Direct Marketing
Twitter Bait Agency: MullenLowe / US Client: Burger King Category: Innovation in Direct Marketing
Cantroller Agency: DDB / Chicago Client: Miller Lite Category: Innovation in Direct Marketing
Instrument of Hope Agency: Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York Client: Shine/MSD Category: Innovation in Direct Marketing

2020 Direct Marketing Gold Pencil

Scholz & Friends / Berlin

The Female Company

The Tampon Book: a book against tax discrimination

Physical Items

OS_DI20_001G

2020 Direct Marketing Gold Pencil

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

Donate Life California

Second Chances

Innovation in Direct Marketing

OS_DI20_040G

2020 Direct Marketing Gold Pencil

Scholz & Friends / Berlin

The Female Company

The Tampon Book: a book against tax discrimination

Innovation in Direct Marketing

OS_DI20_041G

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 Direct Marketing Bronze Pencil

We Believers / New York

Burger King Mexico/Global

The Traffic Jam Whopper

Innovation in Direct Marketing

OS_DI20_044B

2020 Direct Marketing Bronze Pencil

FCB Inferno / London

The Big Issue

Pay It Forward

Innovation in Direct Marketing

OS_DI20_045B

2020 Direct Marketing Bronze Pencil

Rethink / Vancouver/Toronto/Montreal

East West Market

Embarrassing Plastic Bags

Out of Home / P.O.P. & In-Store

OS_DI20_005B

2020 Direct Marketing Gold Pencil

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

Burger King

Moldy Whopper

Targeted Video / Targeted Online Video

OS_DI20_009G

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 Bronze Pencil

Arnold Worldwide / Boston

Aspen Institute's Project Play

Don't Retire, Kid

Targeted Video / Targeted Online Video

OS_DI20_011B

2020 Direct Marketing Bronze Pencil

McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London

Vice UK

LoFI Beats Suicide

Targeted Video / Targeted Online Video

OS_DI20_012B

2020 Direct Marketing Silver Pencil

BBC Creative / London

BBC

Clearing the Air

Digital & Online / Email & Newsletters

OS_DI20_014S

2020 Direct Marketing Gold Pencil

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

Donate Life California

Second Chances

Non-traditional & Guerrilla Marketing

OS_DI20_019G

2020 Direct Marketing Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Non-traditional & Guerrilla Marketing

OS_DI20_020G

2020 Direct Marketing Gold Pencil

FCBIndia Advertising LLP / Mumbai + FCB Global / New York

Mumbai Police

The Punishing Signal

Non-traditional & Guerrilla Marketing

OS_DI20_021G

2020 Direct Marketing Gold Pencil

Scholz & Friends / Berlin

The Female Company

The Tampon Book: a book against tax discrimination

Non-traditional & Guerrilla Marketing

OS_DI20_022G

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 Direct Marketing Bronze Pencil

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

Burger King

Stevenage Challenge

Non-traditional & Guerrilla Marketing

OS_DI20_024B

2020 Direct Marketing Bronze Pencil

MullenLowe / US

Burger King

Twitter Bait

Non-traditional & Guerrilla Marketing

OS_DI20_025B

2020 Direct Marketing Bronze Pencil

We Believers / New York

Burger King Mexico/Global

The Traffic Jam Whopper

Non-traditional & Guerrilla Marketing

OS_DI20_026B

2020 Direct Marketing Bronze Pencil

AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo

Nike

Air Max Graffiti Stores

Non-traditional & Guerrilla Marketing

OS_DI20_027B

2020 Direct Marketing Bronze Pencil

FCB Inferno / London

The Big Issue

Pay It Forward

Non-traditional & Guerrilla Marketing

OS_DI20_028B

2020 Direct Marketing Bronze Pencil

Geometry Ogilvy Japan / Tokyo

JFOODO

The Edible Sushi Omamori

Craft / Printing / Production

OS_DI20_033B

2020 Direct Marketing 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

Physical Items

OS_DI20_002S

2020 Direct Marketing Silver Pencil

Wieden+Kennedy / São Paulo

Nike

Andressa Alves' Doll

Physical Items

OS_DI20_003S

2020 Direct Marketing Bronze Pencil

DDB / Chicago

Miller Lite

Cantroller

Physical Items

OS_DI20_004B

2020 Direct Marketing Gold Pencil

We Believers / New York

Burger King Mexico/Global

The Traffic Jam Whopper

Craft / Data-Driven Personalization

OS_DI20_037G

2020 Direct Marketing Gold Pencil

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

Nestlé Purina Pet Care

Street-Vet

Craft / Data-Driven Personalization

OS_DI20_038G

2020 Direct Marketing Silver Pencil

Africa / Sao Paulo

Penguin Books' Companhia das Letras

Necessary Discounts

Craft / Data-Driven Personalization

OS_DI20_039S

2020 Direct Marketing Bronze Pencil

McCann / London + McCann Europe / London + MRM//McCann / Frankfurt + Skilled.app / London

Alzheimer's Society

My Carer

Digital & Online / Use of Smart Devices & Voice Assistants

OS_DI20_018B

2020 Direct Marketing Bronze Pencil

David / São Paulo + Burger King / São Paulo

Burger King Brasil

Burn That Ad

Craft / Use of Technology

OS_DI20_034B

2020 Direct Marketing Bronze Pencil

Ogilvy / London

IBM

Raise Their Game

Craft / Use of Technology

OS_DI20_035B

2020 Direct Marketing Bronze Pencil

TBWAParis / Boulogne-Billancourt + TBWA\Else / Boulogne-Billancourt + Sea Shepherd France / Paris

Sea Shepherd

Sound of sea

Craft / Use of Technology

OS_DI20_036B

2020 Direct Marketing Gold Pencil

Goodby Silverstein & Partners / San Francisco + Standard Transmission / Brooklyn + Picture Farm / Brooklyn + Gattie and Lopez / New York

PayPal

Independents on 5th: Shoppable Holiday Windows

Craft / Art Direction

OS_DI20_030G

2020 Direct Marketing Silver Pencil

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

Burger King

Moldy Whopper

Craft / Art Direction

OS_DI20_031S

2020 Direct Marketing 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_DI20_032S

2020 Direct Marketing Silver Pencil

McCann / New York + March For Our Lives / Parkland

March For Our Lives

Generation Lockdown

Digital & Online / Social Media Post - Single

OS_DI20_016S

2020 Direct Marketing Bronze Pencil

CLM BBDO / Boulogne Billancourt

MARS WRIGLEY

#SnickersGate

Digital & Online / Social Media Post - Single

OS_DI20_017B

2020 Direct Marketing Silver Pencil

Kolle Rebbe GmbH / Hamburg

Deutsche Lufthansa AG

#SayYesToEurope

Experiential / Brand Installations

OS_DI20_013S

2020 Direct Marketing Bronze Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Digital & Online / Banners & Pop-ups

OS_DI20_015B

2020 Direct Marketing Gold Pencil

FCBIndia Advertising LLP / Mumbai + FCB Global / New York

Mumbai Police

The Punishing Signal

Out of Home / Billboards & Transit

OS_DI20_006G

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

2020 Direct Marketing Bronze Pencil

We Believers / New York

Burger King Mexico/Global

The Traffic Jam Whopper

Out of Home / Billboards & Transit

OS_DI20_008B

2020 Direct Marketing Silver Pencil

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

Xbox / Microsoft

The Birth of Gaming Tourism

Integrated Campaign

OS_DI20_029S

2020 Direct Marketing Merit Award

Grey Canada / Toronto + Current Studios / Brooklyn

ADIABC - Diabetes Association of ABC

The Puck

Innovation in Direct Marketing

OS_DI20_130M

2020 Direct Marketing Merit Award

Jam3 / Toronto

Adidas

adidas Operation AirDrop

Innovation in Direct Marketing

OS_DI20_131M

2020 Direct Marketing Merit Award

MullenLowe / US

Burger King

Twitter Bait

Innovation in Direct Marketing

OS_DI20_132M

2020 Direct Marketing Merit Award

DDB / Chicago

Miller Lite

Cantroller

Innovation in Direct Marketing

OS_DI20_133M

2020 Direct Marketing Merit Award

Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York

Shine/MSD

Instrument of Hope

Innovation in Direct Marketing

OS_DI20_134M

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