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 Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Integrated Campaign
Algorithm of Life Agency: Africa / Sao Paulo Client: SAP Brazil / Amazon Web Services (AWS) Category: Creative Use of Data / Targeting
History Blocks Agency: Africa / Sao Paulo Client: Unesco Category: Games / Digital & Physical
A Sweet Escape Agency: Cheil / Hong Kong Client: Chupa Chups (Snack To Home Limited) Category: Craft / Art Direction
The Underdogs Agency: Apple / Cupertino + Smuggler / LA + Work / LA + A52 / LA Client: Apple Category: Online-only Video / Single
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Cultural Driver
The Walkumentary Agency: DentsuBos / Toronto + Brita / Toronto Client: Brita Category: Online-only Video / Pre-Roll - Single
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Non-traditional & Guerrilla Marketing
For Seasons - composed by climate data Agency: Jung von Matt AG / Hamburg + NDR Elbphilharmonie Orchester / Hamburg + Markenfilm CROSSING / Hamburg + Markenfilm SPACE / Hamburg Client: NDR Elbphilharmonie Orchester Category: Craft / Use of Sound
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Integrated Branding Campaign
For The Throne Agency: Droga5 / New York Client: HBO Category: Integrated Branding Campaign
Behind the Music. Behind the Mac Agency: TBWA\Media Arts Lab / London Client: Apple Category: Cinema Advertising
Eat Your Tweet Agency: CLM BBDO / Boulogne Billancourt Client: CONTINENTAL FOODS FRANCE Category: Social Post / Real-time Response
-60% culture Agency: BBDO Belgium / Brussels Client: State of the Arts Category: Data Visualization / Static or Dynamic
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)
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
Clearing the Air Agency: BBC Creative / London Client: BBC Category: Digital & Online / Email & Newsletters
Necessary Discounts Agency: Africa / Sao Paulo Client: Penguin Books' Companhia das Letras Category: Craft / Data-Driven Personalization
Most Dangerous Street Agency: FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago Client: Illinois Council Against Handgun Violence Category: Immersive Spaces
Laundry Night Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati Client: Procter & Gamble - Tide Category: Influencer Marketing / Multi-Channel
Harmless Guns Agency: TBWAParis / Boulogne-Billancourt + TBWA\Else / Boulogne-Billancourt + Dagoma / Roubaix Client: DAGOMA Category: Creative Effectiveness / Consumer / Brand
Viva La Vulva Agency: AMVBBDO / London Client: Essity Category: Creative Effectiveness / Consumer / Brand
The Epidemic Agency: BBDO / New York + Sanctuary / Los Angeles Client: Monica Lewinsky Category: Online-only Video / Interactive Video
BBC 2 iDents Agency: BBC Creative / London + Superunion / London Client: BBC Creative Category: Moving Image / Series
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
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
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
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Innovation in Out of Home
Generation Lockdown Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Digital & Online / Social Media Post - Single
NISSAN QASHQAI SOUND ODYSSEY Agency: TBWA\G1 / Boulogne Billancourt + TBWA\Else / Boulogne Billancourt + Moonwalk film / Paris Client: NISSAN EUROPE Category: Craft - Sound Design / Single
Pay It Forward Agency: FCB Inferno / London Client: The Big Issue Category: Utility
Trapped in Advertising Agency: GREY / New York + Adult Swim / Atlanta + Kellogg's / Battle Creek Client: Pringles Category: Television & VOD / Short Form - Single
The Long Fight Agency: Droga5 / New York Client: The New York Times Category: Television & VOD / Short Form - Single
The HIV+ Episodes Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto Client: Casey House Category: Innovation in Moving Image Craft
Moldy Whopper Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami Client: Burger King Category: Craft / Photography
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
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
7:1 Furniture Collection Agency: BBDO BANGKOK / Bangkok Client: Homepro Category: Innovation in Design
WoManikin: Designed to Save Women's Lives Agency: JOAN Creative / New York Client: JOAN Creative/United State of Women Category: Innovation in Design
Last Straw Agency: Isobar Mexico / Mexico City Client: Son de Miel Category: Innovation in Design
Hairspray Agency: Teva Pharmaceutical / Petah Tikva, Israel + VCCP Health / London Client: Teva Pharmaceauticals Category: Film / Pharma
50th Anniversary, Craft Campaign Agency: Ogilvy / Chicago Client: Jimmy Dean Category: Craft / Photography
Maria's Message Agency: Wunderman Thompson BA / CABA Client: Movistar Category: Mobile Advertising
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 Real Cost of Being UmZulu Agency: TBWA Hunt Lascaris / Johannesburg + Samish / Johannesburg + Produce Sound / Johannesburg Client: City Lodge Hotel Group Category: Craft / Writing - Campaign

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 Creative Use of Data Silver Pencil

Africa / Sao Paulo

SAP Brazil / Amazon Web Services (AWS)

Algorithm of Life

Creative Use of Data / Targeting

OS_CU20_005S

2020 Branded Entertainment Silver Pencil

Africa / Sao Paulo

Unesco

History Blocks

Games / Digital & Physical

OS_BE20_019S

2020 Print Silver Pencil

Cheil / Hong Kong

Chupa Chups (Snack To Home Limited)

A Sweet Escape

Craft / Art Direction

OS_PT20_019S

2020 Interactive & Online Silver Pencil

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

Apple

The Underdogs

Online-only Video / Single

OS_IN20_018S

2020 Cultural Driver Silver Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Cultural Driver

OS_CD20_002S

2020 Interactive & Online Silver Pencil

DentsuBos / Toronto + Brita / Toronto

Brita

The Walkumentary

Online-only Video / Pre-Roll - Single

OS_IN20_016S

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 Experiential & Immersive Silver Pencil

Jung von Matt AG / Hamburg + NDR Elbphilharmonie Orchester / Hamburg + Markenfilm CROSSING / Hamburg + Markenfilm SPACE / Hamburg

NDR Elbphilharmonie Orchester

For Seasons - composed by climate data

Craft / Use of Sound

OS_EX20_023S

2020 Integrated Silver Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Integrated Branding Campaign

OS_IG20_002S

2020 Integrated Silver Pencil

Droga5 / New York

HBO

For The Throne

Integrated Branding Campaign

OS_IG20_003S

2020 Film Silver Pencil

TBWA\Media Arts Lab / London

Apple

Behind the Music. Behind the Mac

Cinema Advertising

OS_FI20_034S

2020 Social Media Silver Pencil

CLM BBDO / Boulogne Billancourt

CONTINENTAL FOODS FRANCE

Eat Your Tweet

Social Post / Real-time Response

OS_SM20_015S

2020 Design Silver Pencil

BBDO Belgium / Brussels

State of the Arts

-60% culture

Data Visualization / Static or Dynamic

OS_DE20_023S

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 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 Direct Marketing Silver Pencil

BBC Creative / London

BBC

Clearing the Air

Digital & Online / Email & Newsletters

OS_DI20_014S

2020 Direct Marketing Silver Pencil

Africa / Sao Paulo

Penguin Books' Companhia das Letras

Necessary Discounts

Craft / Data-Driven Personalization

OS_DI20_039S

2020 Experiential & Immersive Silver Pencil

FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago

Illinois Council Against Handgun Violence

Most Dangerous Street

Immersive Spaces

OS_EX20_009S

2020 Social Media Silver Pencil

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

Procter & Gamble - Tide

Laundry Night

Influencer Marketing / Multi-Channel

OS_SM20_031S

2020 Creative Effectiveness Silver Pencil

TBWAParis / Boulogne-Billancourt + TBWA\Else / Boulogne-Billancourt + Dagoma / Roubaix

DAGOMA

Harmless Guns

Creative Effectiveness / Consumer / Brand

OS_CE20_003S

2020 Creative Effectiveness Silver Pencil

AMVBBDO / London

Essity

Viva La Vulva

Creative Effectiveness / Consumer / Brand

OS_CE20_004S

2020 Interactive & Online Silver Pencil

BBDO / New York + Sanctuary / Los Angeles

Monica Lewinsky

The Epidemic

Online-only Video / Interactive Video

OS_IN20_014S

2020 Design Silver Pencil

BBC Creative / London + Superunion / London

BBC Creative

BBC 2 iDents

Moving Image / Series

OS_DE20_042S

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 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 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 Out of Home Silver Pencil

David / São Paulo + Burger King / São Paulo

Burger King Brasil

Burn That Ad

Innovation in Out of Home

OS_OH20_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 Moving Image Craft Silver Pencil

TBWA\G1 / Boulogne Billancourt + TBWA\Else / Boulogne Billancourt + Moonwalk film / Paris

NISSAN EUROPE

NISSAN QASHQAI SOUND ODYSSEY

Craft - Sound Design / Single

OS_MI20_031S

2020 Mobile Silver Pencil

FCB Inferno / London

The Big Issue

Pay It Forward

Utility

OS_MO20_007S

2020 Film Silver Pencil

GREY / New York + Adult Swim / Atlanta + Kellogg's / Battle Creek

Pringles

Trapped in Advertising

Television & VOD / Short Form - Single

OS_FI20_003S

2020 Film Silver Pencil

Droga5 / New York

The New York Times

The Long Fight

Television & VOD / Short Form - Single

OS_FI20_004S

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 Design Silver Pencil

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

Burger King

Moldy Whopper

Craft / Photography

OS_DE20_049S

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 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 Design Silver Pencil

BBDO BANGKOK / Bangkok

Homepro

7:1 Furniture Collection

Innovation in Design

OS_DE20_061S

2020 Design Silver Pencil

JOAN Creative / New York

JOAN Creative/United State of Women

WoManikin: Designed to Save Women's Lives

Innovation in Design

OS_DE20_062S

2020 Design Silver Pencil

Isobar Mexico / Mexico City

Son de Miel

Last Straw

Innovation in Design

OS_DE20_063S

2020 Health, Wellness & Pharma Silver Pencil

Teva Pharmaceutical / Petah Tikva, Israel + VCCP Health / London

Teva Pharmaceauticals

Hairspray

Film / Pharma

OS_HW20_011S

2020 Print Silver Pencil

Ogilvy / Chicago

Jimmy Dean

50th Anniversary, Craft Campaign

Craft / Photography

OS_PT20_029S

2020 Mobile Silver Pencil

Wunderman Thompson BA / CABA

Movistar

Maria's Message

Mobile Advertising

OS_MO20_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 Radio & Audio Silver Pencil

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

City Lodge Hotel Group

The Real Cost of Being UmZulu

Craft / Writing - Campaign

OS_RA20_019S

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