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

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
adidas Operation AirDrop Agency: Jam3 / Toronto Client: Adidas Category: Non-traditional & Guerrilla Marketing
A Hard Pill To Swallow Agency: Åkestam Holst NoA / Stockholm Client: Apotek Hjärtat Category: Non-traditional & Guerrilla Marketing
50/50 Agency: INGO / Stockholm Client: Burger King Category: Non-traditional & Guerrilla Marketing
Raven Mail Agency: FCB / Chicago + Cutters / Chicago + Dictionary / Chicago + Levinson Locations / Chicago Client: Chicago Humanities Festival Category: Non-traditional & Guerrilla Marketing
Grave of Thrones Agency: DDB / Sydney + Revolver/Will O'Rourke / Sydney + Mango Communications / Sydney Client: Foxtel Category: Non-traditional & Guerrilla Marketing
Project Understood Agency: FCB / Toronto Client: Google AI / Canadian Down Syndrome Category: Non-traditional & Guerrilla Marketing
Maurten Unofficial Agency: Åkestam Holst NoA / Stockholm Client: Maurten Category: Non-traditional & Guerrilla Marketing
Cantroller Agency: DDB / Chicago Client: Miller Lite Category: Non-traditional & Guerrilla Marketing
Ka'Wine & Dine Agency: Rethink / Toronto/Montreal/Vancouver Client: Raptors Republic Category: Non-traditional & Guerrilla Marketing
World's Slowest Pizza Delivery Agency: Ogilvy / Chicago + Sargento / Plymouth Client: Sargento Category: Non-traditional & Guerrilla Marketing
Instrument of Hope Agency: Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York Client: Shine/MSD Category: Non-traditional & Guerrilla Marketing
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Non-traditional & Guerrilla Marketing

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 Merit Award

Jam3 / Toronto

Adidas

adidas Operation AirDrop

Non-traditional & Guerrilla Marketing

OS_DI20_100M

2020 Direct Marketing Merit Award

Åkestam Holst NoA / Stockholm

Apotek Hjärtat

A Hard Pill To Swallow

Non-traditional & Guerrilla Marketing

OS_DI20_101M

2020 Direct Marketing Merit Award

INGO / Stockholm

Burger King

50/50

Non-traditional & Guerrilla Marketing

OS_DI20_102M

2020 Direct Marketing Merit Award

FCB / Chicago + Cutters / Chicago + Dictionary / Chicago + Levinson Locations / Chicago

Chicago Humanities Festival

Raven Mail

Non-traditional & Guerrilla Marketing

OS_DI20_103M

2020 Direct Marketing Merit Award

DDB / Sydney + Revolver/Will O'Rourke / Sydney + Mango Communications / Sydney

Foxtel

Grave of Thrones

Non-traditional & Guerrilla Marketing

OS_DI20_104M

2020 Direct Marketing Merit Award

FCB / Toronto

Google AI / Canadian Down Syndrome

Project Understood

Non-traditional & Guerrilla Marketing

OS_DI20_105M

2020 Direct Marketing Merit Award

Åkestam Holst NoA / Stockholm

Maurten

Maurten Unofficial

Non-traditional & Guerrilla Marketing

OS_DI20_106M

2020 Direct Marketing Merit Award

DDB / Chicago

Miller Lite

Cantroller

Non-traditional & Guerrilla Marketing

OS_DI20_107M

2020 Direct Marketing Merit Award

Rethink / Toronto/Montreal/Vancouver

Raptors Republic

Ka'Wine & Dine

Non-traditional & Guerrilla Marketing

OS_DI20_108M

2020 Direct Marketing Merit Award

Ogilvy / Chicago + Sargento / Plymouth

Sargento

World's Slowest Pizza Delivery

Non-traditional & Guerrilla Marketing

OS_DI20_109M

2020 Direct Marketing Merit Award

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

Shine/MSD

Instrument of Hope

Non-traditional & Guerrilla Marketing

OS_DI20_110M

2020 Direct Marketing Merit Award

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Non-traditional & Guerrilla Marketing

OS_DI20_111M

Follow Us