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.
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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


Go Back To Africa
Agency: FCB/SIX / Toronto
Client: Black & Abroad Category: Digital & Online / Banners & Pop-ups


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


Burn That Ad
Agency: David / São Paulo + Burger King / São Paulo
Client: Burger King Brasil 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


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


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


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 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


Clearing the Air
Agency: BBC Creative / London
Client: BBC Category: Digital & Online / Email & Newsletters


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


The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Integrated Campaign


#SayYesToEurope
Agency: Kolle Rebbe GmbH / Hamburg
Client: Deutsche Lufthansa AG Category: Experiential / Brand Installations


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


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


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


The Edible Sushi Omamori
Agency: Geometry Ogilvy Japan / Tokyo
Client: JFOODO Category: Craft / Printing / Production


Black Friday (Re)Sale
Agency: Hjaltelin Stahl / Copenhagen K
Client: IKEA Denmark Category: Digital & Online / Banners & Pop-ups


Samsung Folding Piccadilly
Agency: Cheil / London + CYLNDR / London
Client: Samsung Category: Targeted Video / Location-Specific Video


The War Siren Test
Agency: Jung von Matt/Limmat / Zurich
Client: Amnesty International Switzerland Category: Experiential / Live Events


#SayYesToEurope
Agency: Kolle Rebbe GmbH / Hamburg
Client: Deutsche Lufthansa AG Category: Experiential / Live Events


Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California Category: Experiential / Live Events


Award:
2020 Direct Marketing Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Physical Items
Annual ID:
OS_DI20_001G

Award:
2020 Direct Marketing Bronze Pencil
Agency:
FCB/SIX / Toronto
Client:
Black & Abroad
Title:
Go Back To Africa
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS_DI20_015B

Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann / New York + March For Our Lives / Parkland
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_016S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
CLM BBDO / Boulogne Billancourt
Client:
MARS WRIGLEY
Title:
#SnickersGate
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_017B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
David / São Paulo + Burger King / São Paulo
Client:
Burger King Brasil
Title:
Burn That Ad
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_034B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
Ogilvy / London
Client:
IBM
Title:
Raise Their Game
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_035B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
TBWAParis / Boulogne-Billancourt + TBWA\Else / Boulogne-Billancourt + Sea Shepherd France / Paris
Client:
Sea Shepherd
Title:
Sound of sea
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_036B

Award:
2020 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_009G

Award:
2020 Direct Marketing Silver Pencil
Agency:
Rethink / Toronto/Montreal/Vancouver + FRANK / Toronto + Jungle Media / Toronto
Client:
IKEA Canada
Title:
IKEA Bedtime
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_010S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
Arnold Worldwide / Boston
Client:
Aspen Institute's Project Play
Title:
Don't Retire, Kid
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_011B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_012B

Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_040G

Award:
2020 Direct Marketing Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_041G

Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann / Tel Aviv + McCann Worldgroup
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_042S

Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_043S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_044B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue
Title:
Pay It Forward
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_045B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
Rethink / Vancouver/Toronto/Montreal
Client:
East West Market
Title:
Embarrassing Plastic Bags
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DI20_005B

Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_019G

Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_020G

Award:
2020 Direct Marketing Gold Pencil
Agency:
FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client:
Mumbai Police
Title:
The Punishing Signal
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_021G

Award:
2020 Direct Marketing Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_022G

Award:
2020 Direct Marketing Silver Pencil
Agency:
David / São Paulo + Burger King / São Paulo
Client:
Burger King Brasil
Title:
Burn That Ad
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_023S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
DAVID / Madrid + DAVID / Miami + Burger King / Miami
Client:
Burger King
Title:
Stevenage Challenge
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_024B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
MullenLowe / US
Client:
Burger King
Title:
Twitter Bait
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_025B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_026B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client:
Nike
Title:
Air Max Graffiti Stores
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_027B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue
Title:
Pay It Forward
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_028B

Award:
2020 Direct Marketing Silver Pencil
Agency:
FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
The Gun Violence History Book
Category:
Physical Items
Annual ID:
OS_DI20_002S

Award:
2020 Direct Marketing Silver Pencil
Agency:
Wieden+Kennedy / São Paulo
Client:
Nike
Title:
Andressa Alves' Doll
Category:
Physical Items
Annual ID:
OS_DI20_003S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
DDB / Chicago
Client:
Miller Lite
Title:
Cantroller
Category:
Physical Items
Annual ID:
OS_DI20_004B

Award:
2020 Direct Marketing Silver Pencil
Agency:
BBC Creative / London
Client:
BBC
Title:
Clearing the Air
Category:
Digital & Online / Email & Newsletters
Annual ID:
OS_DI20_014S

Award:
2020 Direct Marketing Gold Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Standard Transmission / Brooklyn + Picture Farm / Brooklyn + Gattie and Lopez / New York
Client:
PayPal
Title:
Independents on 5th: Shoppable Holiday Windows
Category:
Craft / Art Direction
Annual ID:
OS_DI20_030G

Award:
2020 Direct Marketing Silver Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Craft / Art Direction
Annual ID:
OS_DI20_031S

Award:
2020 Direct Marketing Silver Pencil
Agency:
FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
The Gun Violence History Book
Category:
Craft / Art Direction
Annual ID:
OS_DI20_032S

Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Campaign
Annual ID:
OS_DI20_029S

Award:
2020 Direct Marketing Silver Pencil
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Deutsche Lufthansa AG
Title:
#SayYesToEurope
Category:
Experiential / Brand Installations
Annual ID:
OS_DI20_013S

Award:
2020 Direct Marketing Gold Pencil
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DI20_037G

Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DI20_038G

Award:
2020 Direct Marketing Silver Pencil
Agency:
Africa / Sao Paulo
Client:
Penguin Books' Companhia das Letras
Title:
Necessary Discounts
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DI20_039S

Award:
2020 Direct Marketing Gold Pencil
Agency:
FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client:
Mumbai Police
Title:
The Punishing Signal
Category:
Out of Home / Billboards & Transit
Annual ID:
OS_DI20_006G

Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Out of Home / Billboards & Transit
Annual ID:
OS_DI20_007S

Award:
2020 Direct Marketing Bronze Pencil
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Out of Home / Billboards & Transit
Annual ID:
OS_DI20_008B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
McCann / London + McCann Europe / London + MRM//McCann / Frankfurt + Skilled.app / London
Client:
Alzheimer's Society
Title:
My Carer
Category:
Digital & Online / Use of Smart Devices & Voice Assistants
Annual ID:
OS_DI20_018B

Award:
2020 Direct Marketing Bronze Pencil
Agency:
Geometry Ogilvy Japan / Tokyo
Client:
JFOODO
Title:
The Edible Sushi Omamori
Category:
Craft / Printing / Production
Annual ID:
OS_DI20_033B

Award:
2020 Direct Marketing Merit Award
Agency:
Hjaltelin Stahl / Copenhagen K
Client:
IKEA Denmark
Title:
Black Friday (Re)Sale
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS_DI20_086M

Award:
2020 Direct Marketing Merit Award
Agency:
Cheil / London + CYLNDR / London
Client:
Samsung
Title:
Samsung Folding Piccadilly
Category:
Targeted Video / Location-Specific Video
Annual ID:
OS_DI20_059M

Award:
2020 Direct Marketing Merit Award
Agency:
Jung von Matt/Limmat / Zurich
Client:
Amnesty International Switzerland
Title:
The War Siren Test
Category:
Experiential / Live Events
Annual ID:
OS_DI20_070M

Award:
2020 Direct Marketing Merit Award
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Deutsche Lufthansa AG
Title:
#SayYesToEurope
Category:
Experiential / Live Events
Annual ID:
OS_DI20_071M
