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
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
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
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
Embarrassing Plastic Bags
Agency: Rethink / Vancouver/Toronto/Montreal
Client: East West Market Category: Out of Home / P.O.P. & In-Store
The Edible Sushi Omamori
Agency: Geometry Ogilvy Japan / Tokyo
Client: JFOODO Category: Craft / Printing / Production
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
#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
Clearing the Air
Agency: BBC Creative / London
Client: BBC Category: Digital & Online / Email & Newsletters
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
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
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Integrated Campaign
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
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
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
Cards of Acknowledgement
Agency: MRM / London
Client: Miscarriage Association Category: Craft / Writing
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Digital & Online / Social Media Post - Single
PHYSICS
Agency: McCANN PRAGUE / Prague + Brontosaurus in Himalaya / Prague + Bistro Films / Prague
Client: Brontosaurus in Himalaya Category: Digital & Online / Social Media Post - Single
Eat Your Tweet
Agency: CLM BBDO / Boulogne Billancourt
Client: CONTINENTAL FOODS FRANCE Category: Digital & Online / Social Media Post - Single
Criminal Reviews
Agency: SERVICEPLAN GERMANY / Munich
Client: Piper Verlag GmbH Category: Digital & Online / Social Media Post - Single
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 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 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 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 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 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 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:
Kolle Rebbe GmbH / Hamburg
Client:
Deutsche Lufthansa AG
Title:
#SayYesToEurope
Category:
Experiential / Brand Installations
Annual ID:
OS_DI20_013S
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 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 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:
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 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:
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 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 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 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 Merit Award
Agency:
MRM / London
Client:
Miscarriage Association
Title:
Cards of Acknowledgement
Category:
Craft / Writing
Annual ID:
OS_DI20_118M
Award:
2020 Direct Marketing Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_087M
Award:
2020 Direct Marketing Merit Award
Agency:
McCANN PRAGUE / Prague + Brontosaurus in Himalaya / Prague + Bistro Films / Prague
Client:
Brontosaurus in Himalaya
Title:
PHYSICS
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_088M
Award:
2020 Direct Marketing Merit Award
Agency:
CLM BBDO / Boulogne Billancourt
Client:
CONTINENTAL FOODS FRANCE
Title:
Eat Your Tweet
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_089M
Award:
2020 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Piper Verlag GmbH
Title:
Criminal Reviews
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_090M
