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

#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Long Form Video / Single
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Film / Health & Wellness
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Craft / Use of Music
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Animation / Single
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile Advertising
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
The New National Anthem Edition Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai Client: An Nahar Newspaper Category: Newspaper / Single
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Out of Home / Brand Installations
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Product
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Creative Use of Data
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London Client: Essity Bodyform/Libresse Category: Sound Design
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Storytelling
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: In-House / External Agency Collaboration
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Online Films & Video / Long Form - Single
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Non-traditional & Guerrilla Marketing
Never Lost Agency: Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York Client: Facebook Category: Use of Licensed Music
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Customer Experience / CX
Pitvertising Agency: Clemenger BBDO / Sydney + PHD Content / Sydney Client: Rexona Category: Apparel
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Innovation & Transformation / Innovation in Direct Marketing
Upgrade Agency: L&C / New York + Kokopelli Hostel / Lima Client: Kokopelli Hostel Category: Posters / Series
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Social Post / Series
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Social Post / Series
A Career-Limiting Campaign Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Television & VOD / Short Form - Series
Running Stories Agency: BBH / Singapore + Crystal Technology Solution / Hanoi Client: Running Stories Category: Intra-preneurship
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Cross-Channel UX / UI / Digital / Physical
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Cross-Channel UX / UI / Digital / Physical
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Craft / Use of Technology
Confusing Times Agency: DAVID / Madrid + Pickle Music / New York Client: Burger King Category: Broadcast / Series
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Print
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
Project Guideline Agency: Google Creative Lab Client: Google Category: Experimental / Internal Projects / R&D
Alone with Me Agency: Spotify In-House Client: Spotify Category: Innovation & Transformation / Innovation in Lockdown
Search Black-owned Agency: Google Brand Studio / San Francisco Client: Google Category: Social Impact
Life Needs Truth Agency: Trim Editorial at Cosmo Street Editorial / New York + Droga5 / New York + The New York Times + Somesuch Client: The New York Times Category: Editing / Single
The Match of Ages Agency: We Believers / New York Client: Corona Category: Editing / Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Editing / Single
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Film / Health & Wellness
A Career-Limiting Campaign Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Low Budget / Under 50K Budget
The Norwegian Landscape / New Norwegian Passport Agency: Neue Design Studio / Oslo + The National Criminal Investigation + The National Police Directorate Client: The National Police Directorate Norway Category: Editorial / Books
Live from the Library Agency: FCB / Chicago + Lord + Thomas / Chicago Client: Chicago Public Library Category: Influencer Marketing / Single Channel
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Influencer Marketing / Single Channel
Donkey & Elephant Agency: FIG + CNN Client: CNN Category: Craft / Animation
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Creative Effectiveness / Consumer / Brand

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Long Form Video / Single

OS_BE21_001G

2021 Health, Wellness & Pharma Gold Pencil

McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit

Change the Ref

The Unfinished Votes

Film / Health & Wellness

OS_HW21_001G

2021 Radio & Audio Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Craft / Use of Music

OS_RA21_001G

2021 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

2021 Moving Image Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Animation / Single

OS_MI21_001G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_EX21_001G

2021 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Mobile Advertising

OS_MO21_001G

2021 Interactive & Online Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IN21_001G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_OH21_001G

2021 Public Relations Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Brand Voice

OS_PR21_001G

2021 Print Gold Pencil

Impact BBDO / Dubai + Boomtown Productions / Dubai

An Nahar Newspaper

The New National Anthem Edition

Newspaper / Single

OS_PT21_001G

2021 Design Gold Pencil

FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

City of Chicago

Boards of Change

Out of Home / Brand Installations

OS_DE21_001G

2021 IP & Products Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Physical Product

OS_IP21_001G

2021 Digital Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Creative Use of Data

OS_DC21_001G

2021 Music & Sound Craft Gold Pencil

AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London

Essity Bodyform/Libresse

#wombstories

Sound Design

OS_MS21_001G

2021 Creative Use of Data Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Storytelling

OS_CU21_001G

2021 In-House Gold Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

In-House / External Agency Collaboration

OS_IH21_001G

2021 Film Gold Pencil

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Online Films & Video / Long Form - Single

OS_FI21_001G

2021 Social Media Gold Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Stunts & Activations

OS_SM21_001G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Non-traditional & Guerrilla Marketing

OS_DM21_001G

2021 Music & Sound Craft Gold Pencil

Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York

Facebook

Never Lost

Use of Licensed Music

OS_MS21_006G

2021 Experiential & Immersive Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Customer Experience / CX

OS_EX21_004G

2021 Out of Home Gold Pencil

Clemenger BBDO / Sydney + PHD Content / Sydney

Rexona

Pitvertising

Apparel

OS_OH21_015G

2021 Direct Marketing Gold Pencil

McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York

Mastercard

True Name

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_034G

2021 Print Gold Pencil

L&C / New York + Kokopelli Hostel / Lima

Kokopelli Hostel

Upgrade

Posters / Series

OS_PT21_008G

2021 Social Media Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Social Post / Series

OS_SM21_011G

2021 Social Media Gold Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Social Post / Series

OS_SM21_012G

2021 Film Gold Pencil

Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London

Global Women

A Career-Limiting Campaign

Television & VOD / Short Form - Series

OS_FI21_005G

2021 In-House Gold Pencil

BBH / Singapore + Crystal Technology Solution / Hanoi

Running Stories

Running Stories

Intra-preneurship

OS_IH21_007G

2021 Digital Craft Gold Pencil

FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

City of Chicago

Boards of Change

Cross-Channel UX / UI / Digital / Physical

OS_DC21_005G

2021 Digital Craft Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Cross-Channel UX / UI / Digital / Physical

OS_DC21_006G

2021 Experiential & Immersive Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Craft / Use of Technology

OS_EX21_018G

2021 Radio & Audio Gold Pencil

DAVID / Madrid + Pickle Music / New York

Burger King

Confusing Times

Broadcast / Series

OS_RA21_003G

2021 Out of Home Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_OH21_021G

2021 Print Gold Pencil

FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago

Michelob ULTRA

Contract for Change

Innovation & Transformation / Innovation in Print

OS_PT21_028G

2021 Moving Image Craft Gold Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_MI21_034G

2021 IP & Products Gold Pencil

Google Creative Lab

Google

Project Guideline

Experimental / Internal Projects / R&D

OS_IP21_010G

2021 Creative Use of Data Gold Pencil

Spotify In-House

Spotify

Alone with Me

Innovation & Transformation / Innovation in Lockdown

OS_CU21_011G

2021 In-House Gold Pencil

Google Brand Studio / San Francisco

Google

Search Black-owned

Social Impact

OS_IH21_008G

2021 Moving Image Craft Gold Pencil

Trim Editorial at Cosmo Street Editorial / New York + Droga5 / New York + The New York Times + Somesuch

The New York Times

Life Needs Truth

Editing / Single

OS_MI21_012G

2021 Moving Image Craft Gold Pencil

We Believers / New York

Corona

The Match of Ages

Editing / Single

OS_MI21_013G

2021 Moving Image Craft Gold Pencil

Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52

Nike

You Can't Stop Us

Editing / Single

OS_MI21_014G

2021 Health, Wellness & Pharma Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Film / Health & Wellness

OS_HW21_007G

2021 Film Gold Pencil

Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London

Global Women

A Career-Limiting Campaign

Low Budget / Under 50K Budget

OS_FI21_032G

2021 Design Gold Pencil

Neue Design Studio / Oslo + The National Criminal Investigation + The National Police Directorate

The National Police Directorate Norway

The Norwegian Landscape / New Norwegian Passport

Editorial / Books

OS_DE21_007G

2021 Social Media Gold Pencil

FCB / Chicago + Lord + Thomas / Chicago

Chicago Public Library

Live from the Library

Influencer Marketing / Single Channel

OS_SM21_030G

2021 Social Media Gold Pencil

Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam

Diesel

Francesca

Influencer Marketing / Single Channel

OS_SM21_031G

2021 Design Gold Pencil

FIG + CNN

CNN

Donkey & Elephant

Craft / Animation

OS_DE21_036G

2021 Creative Effectiveness Gold Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Creative Effectiveness / Consumer / Brand

OS_CE21_002G

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