The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has 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

Ad-within-an-ad-within-an-ad Agency: adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York Client: Samsung Category: Television & VOD / Short Form - Single
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Applications
Most Dangerous Street Agency: FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago Client: Illinois Council Against Handgun Violence Category: Digital Experiential / Immersive Digital Spaces
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: Creative Use of Data
Galaxy Graffiti Agency: Cheil Worldwide / Seoul + Tangible Interaction / Vancouver Client: Samsung Electronics Category: Immersive Spaces
Bertha Benz: The Journey That Changed Everything Agency: antoni garage / Berlin + Mercedes-Benz / Stuttgart + Anorak / Berlin Client: Mercedes-Benz AG Category: Long Form Video / Single
50th Anniversary, Peace, Music & Sausage Agency: Ogilvy / Chicago Client: Jimmy Dean Category: Craft / Photography
Acceptance Street Agency: Mastercard / Purchase + McCann / New York Client: Mastercard Category: Out of Home / Single
Most Dangerous Street Agency: FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago Client: Illinois Council Against Handgun Violence Category: Creative Use of Data / Data Visualization
Your Plastic Diet Agency: Grey / Kuala Lumpur + WWF / Singapore + WhiteGrey / Sydney + Grey / Singapore Client: WWF Category: Creative Use of Data / Data Visualization
The Legacy Project Agency: Ogilvy / Gurgaon + Ogilvy / Mumbai Client: Pernod Ricard India Pvt. Ltd. Category: Craft / Illustration
The Dirtiest Porn Ever Agency: Officer & Gentleman / Madrid Client: Pornhub Category: Active Engagement
COMA – A GettyImages Original Series Agency: AlmapBBDO / Sao Paulo + Getty Images / New York Client: Getty Images Category: Long Form Video / Campaign / Series / Episodic
Let's Summer Agency: AlmapBBDO / Sao Paulo + Alpargatas / Sao Paulo Client: Alpargatas Category: Craft / Illustration
ThisAbles Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Brand Transformation
The Punishing Signal Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York Client: Mumbai Police Category: Experiential / Immersive / Events
ThisAbles Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Brand Voice
MENstruation Agency: BBDO / New York + Biscuit Filmworks / New York Client: THINX Category: Brand Voice
The Pledge for Paternity Leave Agency: Edelman / New York + Unilever / Englewood Cliffs, NJ Client: Unilever/Dove Men+Care Category: Brand Voice
The E.V.A. Initiative Agency: Forsman & Bodenfors / Gothenburg Client: Volvo Cars Category: Brand Voice
Shot on iPhone 11 Pro - Snowbrawl Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Cinema Advertising
Burn That Ad Agency: David / São Paulo + Burger King / São Paulo Client: Burger King Brasil Category: Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)
IKEA Bedtime Agency: Rethink + FRANK / Toronto + Jungle Media / Toronto Client: IKEA Canada Category: Creative Effectiveness / Consumer / Brand
Chicken Wars Agency: GSD&M / Austin Client: Popeyes Louisiana Kitchen Category: Creative Effectiveness / Consumer / Brand
The Tampon Book: a book against tax discrimination Agency: Scholz & Friends / Berlin Client: The Female Company Category: Creative Effectiveness / Consumer / Brand
Don't Retire, Kid Agency: Arnold Worldwide / Boston Client: Aspen Institute's Project Play Category: Online Advertising / Native Ads
Project Understood Agency: FCB / Toronto Client: Google AI / Canadian Down Syndrome Category: Co-Promotions
Laundry Night Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati Client: Procter & Gamble - Tide Category: Co-Promotions
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Co-Promotions
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Co-Promotions
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Digital Design
For The Throne Agency: Droga5 / New York Client: HBO Category: Innovation in Branded Entertainment
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
BikerTek Agency: Highways England / London + adam&eveDDB / London Client: Highways England Category: Experiential / Brand Installations
In Someone Else's Shoes Agency: Arnold Worldwide / Boston Client: Santander Bank Category: Experiential / Brand Installations
Printed by Parkinson's Agency: INNOCEAN Worldwide Europe / Berlin + MediaMonks / Amsterdam + Charit Client: Charité – University Hospital Berlin Category: Data Visualization / Static or Dynamic
Hot & Spicy (Season 2) Agency: Ogilvy / Hong Kong Client: KFC Hong Kong, Jardine Restaurant Group Category: Craft / Art Direction
Relay of Effort Agency: DENTSU INC. / Tokyo + THE HOKKOKU SHIMBUN / Ishikawa + Taki Corporation / Tokyo + amana inc. / Tokyo Client: THE HOKKOKU SHIMBUN Category: Craft / Art Direction
Black Friday (Re)Sale Agency: Hjaltelin Stahl / Copenhagen K Client: IKEA Denmark Category: Reputation Management
Good Morning World Agency: Special / Auckland + Special / Sydney + Tourism New Zealand / Auckland Client: Tourism New Zealand Category: User-Generated Content
The Beatbox Catalogue Agency: Artplan / São Paulo + Play It Again / São Paulo Client: Etna Category: Use of Music / Original Music
Revenge of the Fishmoth Agency: Ogilvy South Africa / Johannesburg Client: Tiger Brands Category: Craft / Writing - Single
The Real Cost of Being UmZulu Agency: TBWA Hunt Lascaris / Johannesburg + Samish / Johannesburg + Produce Sound / Johannesburg Client: City Lodge Hotel Group Category: Craft / Use of Music
JFK Moonshot Agency: Digitas / Boston + Unit 9 / London Client: JFK Presidential Library and Museum Category: Mobile Apps
Road Tales Agency: Isobar / Amsterdam + Achtung! mcgarrybowen / Amsterdam Client: Volkswagen Category: Mobile Apps

2020 Film Bronze Pencil

adam&eveNYC / New York + Escape Velocity / New York + Maximum Effort / New York

Samsung

Ad-within-an-ad-within-an-ad

Television & VOD / Short Form - Single

OS_FI20_005B

2020 Mobile Bronze Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Applications

OS_MO20_005B

2020 Interactive & Online Bronze Pencil

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

Illinois Council Against Handgun Violence

Most Dangerous Street

Digital Experiential / Immersive Digital Spaces

OS_IN20_021B

2020 Digital Craft Bronze 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

Creative Use of Data

OS_DC20_012B

2020 Experiential & Immersive Bronze Pencil

Cheil Worldwide / Seoul + Tangible Interaction / Vancouver

Samsung Electronics

Galaxy Graffiti

Immersive Spaces

OS_EX20_010B

2020 Branded Entertainment Bronze Pencil

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

Mercedes-Benz AG

Bertha Benz: The Journey That Changed Everything

Long Form Video / Single

OS_BE20_007B

2020 Print Bronze Pencil

Ogilvy / Chicago

Jimmy Dean

50th Anniversary, Peace, Music & Sausage

Craft / Photography

OS_PT20_030B

2020 Design Bronze Pencil

Mastercard / Purchase + McCann / New York

Mastercard

Acceptance Street

Out of Home / Single

OS_DE20_027B

2020 Creative Use of Data Bronze Pencil

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

Illinois Council Against Handgun Violence

Most Dangerous Street

Creative Use of Data / Data Visualization

OS_CU20_002B

2020 Creative Use of Data Bronze Pencil

Grey / Kuala Lumpur + WWF / Singapore + WhiteGrey / Sydney + Grey / Singapore

WWF

Your Plastic Diet

Creative Use of Data / Data Visualization

OS_CU20_003B

2020 Design Bronze Pencil

Ogilvy / Gurgaon + Ogilvy / Mumbai

Pernod Ricard India Pvt. Ltd.

The Legacy Project

Craft / Illustration

OS_DE20_048B

2020 Social Media Bronze Pencil

Officer & Gentleman / Madrid

Pornhub

The Dirtiest Porn Ever

Active Engagement

OS_SM20_022B

2020 Branded Entertainment Bronze Pencil

AlmapBBDO / Sao Paulo + Getty Images / New York

Getty Images

COMA – A GettyImages Original Series

Long Form Video / Campaign / Series / Episodic

OS_BE20_008B

2020 Out of Home Bronze Pencil

AlmapBBDO / Sao Paulo + Alpargatas / Sao Paulo

Alpargatas

Let's Summer

Craft / Illustration

OS_OH20_025B

2020 Integrated Bronze Pencil

McCann / Tel Aviv + McCann Worldgroup

IKEA

ThisAbles

Brand Transformation

OS_IG20_009B

2020 Health, Wellness & Pharma Bronze Pencil

FCBIndia Advertising LLP / Mumbai + FCB Global / New York

Mumbai Police

The Punishing Signal

Experiential / Immersive / Events

OS_HW20_004B

2020 Public Relations Bronze Pencil

McCann / Tel Aviv + McCann Worldgroup

IKEA

ThisAbles

Brand Voice

OS_PR20_013B

2020 Public Relations Bronze Pencil

BBDO / New York + Biscuit Filmworks / New York

THINX

MENstruation

Brand Voice

OS_PR20_014B

2020 Public Relations Bronze Pencil

Edelman / New York + Unilever / Englewood Cliffs, NJ

Unilever/Dove Men+Care

The Pledge for Paternity Leave

Brand Voice

OS_PR20_015B

2020 Public Relations Bronze Pencil

Forsman & Bodenfors / Gothenburg

Volvo Cars

The E.V.A. Initiative

Brand Voice

OS_PR20_016B

2020 Film Bronze Pencil

TBWA\Media Arts Lab / Los Angeles

Apple

Shot on iPhone 11 Pro - Snowbrawl

Cinema Advertising

OS_FI20_035B

2020 Interactive & Online Bronze Pencil

David / São Paulo + Burger King / São Paulo

Burger King Brasil

Burn That Ad

Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_IN20_023B

2020 Interactive & Online Bronze Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_IN20_024B

2020 Creative Effectiveness Bronze Pencil

Rethink + FRANK / Toronto + Jungle Media / Toronto

IKEA Canada

IKEA Bedtime

Creative Effectiveness / Consumer / Brand

OS_CE20_005B

2020 Creative Effectiveness Bronze Pencil

GSD&M / Austin

Popeyes Louisiana Kitchen

Chicken Wars

Creative Effectiveness / Consumer / Brand

OS_CE20_006B

2020 Creative Effectiveness Bronze Pencil

Scholz & Friends / Berlin

The Female Company

The Tampon Book: a book against tax discrimination

Creative Effectiveness / Consumer / Brand

OS_CE20_007B

2020 Interactive & Online Bronze Pencil

Arnold Worldwide / Boston

Aspen Institute's Project Play

Don't Retire, Kid

Online Advertising / Native Ads

OS_IN20_012B

2020 Integrated Bronze Pencil

FCB / Toronto

Google AI / Canadian Down Syndrome

Project Understood

Co-Promotions

OS_IG20_011B

2020 Integrated Bronze Pencil

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

Procter & Gamble - Tide

Laundry Night

Co-Promotions

OS_IG20_012B

2020 Integrated Bronze Pencil

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Co-Promotions

OS_IG20_013B

2020 Integrated Bronze Pencil

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

Xbox / Microsoft

The Birth of Gaming Tourism

Co-Promotions

OS_IG20_014B

2020 Design Bronze Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Digital Design

OS_DE20_025B

2020 Branded Entertainment Bronze Pencil

Droga5 / New York

HBO

For The Throne

Innovation in Branded Entertainment

OS_BE20_036B

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 Branded Entertainment Bronze Pencil

Highways England / London + adam&eveDDB / London

Highways England

BikerTek

Experiential / Brand Installations

OS_BE20_021B

2020 Branded Entertainment Bronze Pencil

Arnold Worldwide / Boston

Santander Bank

In Someone Else's Shoes

Experiential / Brand Installations

OS_BE20_022B

2020 Design Bronze Pencil

INNOCEAN Worldwide Europe / Berlin + MediaMonks / Amsterdam + Charit

Charité – University Hospital Berlin

Printed by Parkinson's

Data Visualization / Static or Dynamic

OS_DE20_024B

2020 Print Bronze Pencil

Ogilvy / Hong Kong

KFC Hong Kong, Jardine Restaurant Group

Hot & Spicy (Season 2)

Craft / Art Direction

OS_PT20_020B

2020 Print Bronze Pencil

DENTSU INC. / Tokyo + THE HOKKOKU SHIMBUN / Ishikawa + Taki Corporation / Tokyo + amana inc. / Tokyo

THE HOKKOKU SHIMBUN

Relay of Effort

Craft / Art Direction

OS_PT20_021B

2020 Public Relations Bronze Pencil

Hjaltelin Stahl / Copenhagen K

IKEA Denmark

Black Friday (Re)Sale

Reputation Management

OS_PR20_019B

2020 Film Bronze Pencil

Special / Auckland + Special / Sydney + Tourism New Zealand / Auckland

Tourism New Zealand

Good Morning World

User-Generated Content

OS_FI20_039B

2020 Moving Image Craft Bronze Pencil

Artplan / São Paulo + Play It Again / São Paulo

Etna

The Beatbox Catalogue

Use of Music / Original Music

OS_MI20_033B

2020 Radio & Audio Bronze Pencil

Ogilvy South Africa / Johannesburg

Tiger Brands

Revenge of the Fishmoth

Craft / Writing - Single

OS_RA20_016B

2020 Radio & Audio Bronze Pencil

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

City Lodge Hotel Group

The Real Cost of Being UmZulu

Craft / Use of Music

OS_RA20_023B

2020 Branded Entertainment Bronze Pencil

Digitas / Boston + Unit 9 / London

JFK Presidential Library and Museum

JFK Moonshot

Mobile Apps

OS_BE20_016B

2020 Branded Entertainment Bronze Pencil

Isobar / Amsterdam + Achtung! mcgarrybowen / Amsterdam

Volkswagen

Road Tales

Mobile Apps

OS_BE20_017B

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