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

#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Show
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Best of Design
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Interactive & Online
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Experiential & Immersive
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Best of Mobile
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Out of Home
The New National Anthem Edition Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai Client: An Nahar Newspaper Category: Best of Print
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Best of Creative Effectiveness
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Best of Radio & Audio
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Best of Social Media
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Integrated
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Best of Health, Wellness & Pharma
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Branded Entertainment
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Best of Film
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London Client: Essity Bodyform/Libresse Category: Best of Music & Sound Craft
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Creative Use of Data
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Best of Direct Marketing
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: Best of In-House
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Best of IP & Products
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Moving Image Craft
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Digital Craft
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Best of Public Relations
Saatchi & Saatchi & Tide Agency: Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati Client: Procter & Gamble - Tide Category: Penta Pencil
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: CMO Pencil
This Girl Can Agency: FCB Inferno / London + Partizan / London Client: Sport England Category: Fusion Pencil
The Call Agency: The Bloc / New York Client: Empowher NY Category: Fusion Pencil
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Sustainable Development Goals
Naming the invisible by Digital Birth Registration Agency: Ogilvy Pakistan / Islamabad Client: Telenor Pakistan Category: Sustainable Development Goals
The UNSeen Story Agency: MullenLowe / New York + UN Women + MediaHub Client: UN Women Category: Sustainable Development Goals
Water Index Agency: Havas Turkey / ─░stanbul Client: Reckitt / Finish Category: Green Pencil
Green Instructions Agency: Ogilvy Poland / Warsaw Client: LEGO Category: Green Pencil
Whatever It Takes Agency: Iconoclast / London + AMV BBDO / London Client: Macmillan Cancer Support Category: Casting
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Casting
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Active Engagement / Call to Action
Undercover Avatar Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris Client: Association L'Enfant Bleu Category: Active Engagement / Call to Action
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Active Engagement / Call to Action
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Playlist Timer Agency: Publicis Italy / Milan + Barilla Client: Barilla Category: Social Channel / Single Platform
San Francisco Symphony Dynamic Typography Agency: COLLINS + San Francisco Symphony Client: San Francisco Symphony Category: Typography / Dynamic / In Motion
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
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Online Films & Video / Long Form - Single
Festive Agency: Riff Raff Films / London + Burberry / London Client: Burberry Category: Online Films & Video / Long Form - Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Online Films & Video / Long Form - Single
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Original Music / Score
Best Enjoyed Vertically Agency: SMUGGLER + DDB / Chicago Client: Starburst Swirlers Category: Online-only Video / Single
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Online-only Video / Single
Look To Speak Agency: Google Creative Lab Client: Google Category: Utility
Life Needs Truth Agency: Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York Client: The New York Times Category: Television & VOD / Long Form - Single

2021 Best of Show Best of Show Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Best of Show

OS_IG21_001G

2021 Design Best of Discipline Pencil

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

City of Chicago

Boards of Change

Best of Design

OS_DE21_001G

2021 Interactive & Online Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Interactive & Online

OS_IN21_001G

2021 Experiential & Immersive Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Experiential & Immersive

OS_EX21_001G

2021 Mobile Best of Discipline Pencil

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

Starburst Swirlers

Best Enjoyed Vertically

Best of Mobile

OS_MO21_001G

2021 Out of Home Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Out of Home

OS_OH21_001G

2021 Print Best of Discipline Pencil

Impact BBDO / Dubai + Boomtown Productions / Dubai

An Nahar Newspaper

The New National Anthem Edition

Best of Print

OS_PT21_001G

2021 Creative Effectiveness Best of Discipline Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Best of Creative Effectiveness

OS_CE21_001G

2021 Radio & Audio Best of Discipline Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Best of Radio & Audio

OS_RA21_001G

2021 Social Media Best of Discipline Pencil

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

Mondelez / Oreo

The OREO Doomsday Vault

Best of Social Media

OS_SM21_001G

2021 Integrated Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Best of Integrated

OS_IG21_001G

2021 Health, Wellness & Pharma Best of Discipline Pencil

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

Change the Ref

The Unfinished Votes

Best of Health, Wellness & Pharma

OS_HW21_001G

2021 Branded Entertainment Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Best of Branded Entertainment

OS_BE21_001G

2021 Film Best of Discipline Pencil

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

Beats by Dr. Dre

You Love Me

Best of Film

OS_FI21_001G

2021 Music & Sound Craft Best of Discipline Pencil

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

Essity Bodyform/Libresse

#wombstories

Best of Music & Sound Craft

OS_MS21_001G

2021 Creative Use of Data Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Best of Creative Use of Data

OS_CU21_001G

2021 Direct Marketing Best of Discipline Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Best of Direct Marketing

OS_DM21_001G

2021 In-House Best of Discipline Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

Best of In-House

OS_IH21_001G

2021 IP & Products Best of Discipline Pencil

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

Mastercard

True Name

Best of IP & Products

OS_IP21_001G

2021 Moving Image Craft Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Best of Moving Image Craft

OS_MI21_001G

2021 Digital Craft Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Best of Digital Craft

OS_DC21_001G

2021 Public Relations Best of Discipline Pencil

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

Mastercard

True Name

Best of Public Relations

OS_PR21_001G

2021 Penta Pencil Penta Pencil

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

Procter & Gamble - Tide

Saatchi & Saatchi & Tide

Penta Pencil

OS_PP21_001P

2021 CMO Pencil CMO Pencil

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

Mastercard

True Name

CMO Pencil

OS_CM21_001G

2021 Fusion Pencil Fusion Pencil

FCB Inferno / London + Partizan / London

Sport England

This Girl Can

Fusion Pencil

OS_FP21_001F

2021 Fusion Pencil Fusion Pencil

The Bloc / New York

Empowher NY

The Call

Fusion Pencil

OS_FP21_002F

2021 Sustainable Development Goals Pencil SDG Pencil

DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum

Reporters Without Borders

THE UNCENSORED LIBRARY

Sustainable Development Goals

OS_SD21_001D

2021 Sustainable Development Goals Pencil SDG Pencil

Ogilvy Pakistan / Islamabad

Telenor Pakistan

Naming the invisible by Digital Birth Registration

Sustainable Development Goals

OS_SD21_002D

2021 Sustainable Development Goals Pencil SDG Pencil

MullenLowe / New York + UN Women + MediaHub

UN Women

The UNSeen Story

Sustainable Development Goals

OS_SD21_003D

2021 Green Pencil Green Pencil

Havas Turkey / ─░stanbul

Reckitt / Finish

Water Index

Green Pencil

OS_GP21_001E

2021 Green Pencil Green Pencil

Ogilvy Poland / Warsaw

LEGO

Green Instructions

Green Pencil

OS_GP21_002E

2021 Moving Image Craft Gold Pencil

Iconoclast / London + AMV BBDO / London

Macmillan Cancer Support

Whatever It Takes

Casting

OS_MI21_030G

2021 Moving Image Craft Gold Pencil

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

Diesel

Francesca

Casting

OS_MI21_031G

2021 Print Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_PT21_022G

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

2021 Social Media Gold Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Active Engagement / Call to Action

OS_SM21_019G

2021 Social Media Gold Pencil

Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris

Association L'Enfant Bleu

Undercover Avatar

Active Engagement / Call to Action

OS_SM21_020G

2021 Social Media Gold Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Active Engagement / Call to Action

OS_SM21_021G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_OH21_030G

2021 Social Media Gold Pencil

Publicis Italy / Milan + Barilla

Barilla

Playlist Timer

Social Channel / Single Platform

OS_SM21_002G

2021 Design Gold Pencil

COLLINS + San Francisco Symphony

San Francisco Symphony

San Francisco Symphony Dynamic Typography

Typography / Dynamic / In Motion

OS_DE21_012G

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 Film Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Online Films & Video / Long Form - Single

OS_FI21_016G

2021 Film Gold Pencil

Riff Raff Films / London + Burberry / London

Burberry

Festive

Online Films & Video / Long Form - Single

OS_FI21_017G

2021 Film Gold Pencil

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

Nike

You Can't Stop Us

Online Films & Video / Long Form - Single

OS_FI21_018G

2021 Music & Sound Craft Gold Pencil

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

Beats by Dr. Dre

You Love Me

Original Music / Score

OS_MS21_012G

2021 Interactive & Online Gold Pencil

SMUGGLER + DDB / Chicago

Starburst Swirlers

Best Enjoyed Vertically

Online-only Video / Single

OS_IN21_009G

2021 Interactive & Online Gold Pencil

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

Beats by Dr. Dre

You Love Me

Online-only Video / Single

OS_IN21_010G

2021 Mobile Gold Pencil

Google Creative Lab

Google

Look To Speak

Utility

OS_MO21_004G

2021 Film Gold Pencil

Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York

The New York Times

Life Needs Truth

Television & VOD / Long Form - Single

OS_FI21_006G

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