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 OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: User-Generated Content
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Craft / Use of Visuals
Playlist Timer Agency: Publicis Italy / Milan + Barilla Client: Barilla Category: Social Channel / Single Platform
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Social Post / Single
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Stunts & Activations
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
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
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
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
Heinz on Film Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: User-Generated Content
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Craft / Use of Visuals
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Social Channel / Single Platform
r/Bank Agency: R/GA / New York Client: Ally Financial Category: Social Post / Single
PLAY NZ Agency: TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne Client: Tourism New Zealand Category: Livestream
Pedestal Project Agency: BBDO / New York Client: Color of Change Category: Active Engagement / Call to Action
Enjoy Before Returning Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London Client: Diesel Category: Active Engagement / Call to Action
MTN DEW Major Million Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York Client: MTN DEW Category: Active Engagement / Call to Action
Undercover Avatar Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris Client: Association L'Enfant Bleu Category: Influencer Marketing / Multi-Channel
#ZigTheRunway Agency: Venables Bell + Partners + Reebok + Lumberyard + Wildlife LA Client: Reebok Category: Influencer Marketing / Multi-Channel
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Craft / Use of Technology
Wendy's. Now that you mention us. Agency: VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's Client: Wendy's Category: Innovation & Transformation / Innovation in Social Media
Up The Vote Agency: R/GA California / San Francisco Client: Reddit Category: User-Generated Content
Littlest Bailout Agency: Leo Burnett / Chicago Client: Kraft Heinz Country Time Lemonade Category: Social Channel / Multi-Platform
The OREO Doomsday Vault Agency: OREO + 360i / New York + the community / Miami Client: Mondelēz International, Inc. Category: Social Channel / Multi-Platform
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Social Channel / Single Platform
It Wasn't Me Agency: Goodby Silverstein & Partners / San Francisco Client: Cheetos Category: Social Channel / Single Platform
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Social Post / Single
Secret Menu Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney Client: KFC Australia Category: Stunts & Activations
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
Google Black-Owned Friday Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles Client: Google Category: Active Engagement / Call to Action
Microcodes Agency: CHE Proximity / Australia + Heckler / Sydney Client: Samsung Category: Active Engagement / Call to Action
Signal for Help Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation Client: Canadian Women’s Foundation Category: Active Engagement / Call to Action
#NotDone Agency: Verizon Creative Marketing / New York + Verizon / New York + Linkedin / New York + The Mill / New York Client: Verizon Category: Social Post / Series
Messi 644 Agency: Deutsch / New York + Octagon + draftLine / London + Copa90 Client: Budweiser Category: Influencer Marketing / Single Channel
Food Influencers Tasting Dog Food Agency: Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore Client: Furry’s Kitchen Category: Influencer Marketing / Single Channel
Opportunity Knocks Agency: Publicis / New York + MJZ + Parlament Client: Fiverr Category: Social Post / Real-time Response
Adobe x Keith Haring Agency: dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow Client: Adobe Category: User-Generated Content
#ABreakForHaveABreak Agency: Wunderman Thompson / São Paulo + Wunderman Thompson / London + Nestlé - KitKat Client: KitKat Category: User-Generated Content
Cantenna Agency: DDB / Chicago + Alma DDB / Miami + Connect + ICF Next Client: Miller Lite Category: Social Channel / Multi-Platform
Dictators Agency: Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications Client: RepresentUs Category: Social Channel / Multi-Platform
Shoppable Girls Agency: TAXI Canada / Toronto + Covenant House / Toronto + Arthouse Productions / Toronto Client: Covenant House Category: Social Channel / Multi-Platform
For the Love Agency: BBDO / New York Client: Foot Locker Category: Craft / Use of Visuals
The Endless Letter On Instagram Stories Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow Client: RT Category: Craft / Use of Visuals
Scroll yourself to sleep Agency: The Bloc / New York Client: Rockwell Ventures Category: Craft / Use of Visuals
Pretzel Collar Agency: VMLY&R / Kansas City + Wendy's Client: Wendy's Category: Craft / Use of Visuals

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 Social Media Gold Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Heinz Ketchup

Draw Ketchup

User-Generated Content

OS_SM21_016G

2021 Social Media Gold Pencil

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

Nike

You Can't Stop Us

Craft / Use of Visuals

OS_SM21_036G

2021 Social Media Gold Pencil

Publicis Italy / Milan + Barilla

Barilla

Playlist Timer

Social Channel / Single Platform

OS_SM21_002G

2021 Social Media Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Social Post / Single

OS_SM21_008G

2021 Social Media Gold Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Stunts & Activations

OS_SM21_028G

2021 Social Media Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_SM21_040G

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 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 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 Social Media Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz on Film

User-Generated Content

OS_SM21_017S

2021 Social Media Silver Pencil

Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto

Unilever / Dove

Courage is Beautiful

Craft / Use of Visuals

OS_SM21_037S

2021 Social Media Silver Pencil

BETC / Paris + General Pop / Paris + La-Bo / Paris

Auberge des Migrants

Migrants on Amazon

Social Channel / Single Platform

OS_SM21_003S

2021 Social Media Silver Pencil

R/GA / New York

Ally Financial

r/Bank

Social Post / Single

OS_SM21_009S

2021 Social Media Silver Pencil

TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne

Tourism New Zealand

PLAY NZ

Livestream

OS_SM21_015S

2021 Social Media Silver Pencil

BBDO / New York

Color of Change

Pedestal Project

Active Engagement / Call to Action

OS_SM21_022S

2021 Social Media Silver Pencil

Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London

Diesel

Enjoy Before Returning

Active Engagement / Call to Action

OS_SM21_023S

2021 Social Media Silver Pencil

TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York

MTN DEW

MTN DEW Major Million

Active Engagement / Call to Action

OS_SM21_024S

2021 Social Media Silver Pencil

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

Association L'Enfant Bleu

Undercover Avatar

Influencer Marketing / Multi-Channel

OS_SM21_034S

2021 Social Media Silver Pencil

Venables Bell + Partners + Reebok + Lumberyard + Wildlife LA

Reebok

#ZigTheRunway

Influencer Marketing / Multi-Channel

OS_SM21_035S

2021 Social Media Silver Pencil

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

Change the Ref

The Unfinished Votes

Craft / Use of Technology

OS_SM21_038S

2021 Social Media Silver Pencil

VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's

Wendy's

Wendy's. Now that you mention us.

Innovation & Transformation / Innovation in Social Media

OS_SM21_039S

2021 Social Media Bronze Pencil

R/GA California / San Francisco

Reddit

Up The Vote

User-Generated Content

OS_SM21_018B

2021 Social Media Bronze Pencil

Leo Burnett / Chicago

Kraft Heinz Country Time Lemonade

Littlest Bailout

Social Channel / Multi-Platform

OS_SM21_006B

2021 Social Media Bronze Pencil

OREO + 360i / New York + the community / Miami

Mondelēz International, Inc.

The OREO Doomsday Vault

Social Channel / Multi-Platform

OS_SM21_007B

2021 Social Media Bronze Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Social Channel / Single Platform

OS_SM21_004B

2021 Social Media Bronze Pencil

Goodby Silverstein & Partners / San Francisco

Cheetos

It Wasn't Me

Social Channel / Single Platform

OS_SM21_005B

2021 Social Media Bronze Pencil

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

Nike

You Can't Stop Us

Social Post / Single

OS_SM21_010B

2021 Social Media Bronze Pencil

Ogilvy Australia / Sydney + Ogilvy PR / Sydney

KFC Australia

Secret Menu

Stunts & Activations

OS_SM21_029B

2021 Social Media Bronze Pencil

R/GA / New York + Momentum Worldwide / New York

Verizon

Verizon Fortnite Stadium

Innovation & Transformation / Innovation in Lockdown

OS_SM21_041B

2021 Social Media Bronze Pencil

BBH / New York + Not to Scale / New York + STATE / Los Angeles

Google

Google Black-Owned Friday

Active Engagement / Call to Action

OS_SM21_025B

2021 Social Media Bronze Pencil

CHE Proximity / Australia + Heckler / Sydney

Samsung

Microcodes

Active Engagement / Call to Action

OS_SM21_026B

2021 Social Media Bronze Pencil

TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation

Canadian Women’s Foundation

Signal for Help

Active Engagement / Call to Action

OS_SM21_027B

2021 Social Media Bronze Pencil

Verizon Creative Marketing / New York + Verizon / New York + Linkedin / New York + The Mill / New York

Verizon

#NotDone

Social Post / Series

OS_SM21_013B

2021 Social Media Bronze Pencil

Deutsch / New York + Octagon + draftLine / London + Copa90

Budweiser

Messi 644

Influencer Marketing / Single Channel

OS_SM21_032B

2021 Social Media Bronze Pencil

Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore

Furry’s Kitchen

Food Influencers Tasting Dog Food

Influencer Marketing / Single Channel

OS_SM21_033B

2021 Social Media Bronze Pencil

Publicis / New York + MJZ + Parlament

Fiverr

Opportunity Knocks

Social Post / Real-time Response

OS_SM21_014B

2021 Social Media Merit Award

dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow

Adobe

Adobe x Keith Haring

User-Generated Content

OS_SM21_071M

2021 Social Media Merit Award

Wunderman Thompson / São Paulo + Wunderman Thompson / London + Nestlé - KitKat

KitKat

#ABreakForHaveABreak

User-Generated Content

OS_SM21_072M

2021 Social Media Merit Award

DDB / Chicago + Alma DDB / Miami + Connect + ICF Next

Miller Lite

Cantenna

Social Channel / Multi-Platform

OS_SM21_050M

2021 Social Media Merit Award

Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications

RepresentUs

Dictators

Social Channel / Multi-Platform

OS_SM21_051M

2021 Social Media Merit Award

TAXI Canada / Toronto + Covenant House / Toronto + Arthouse Productions / Toronto

Covenant House

Shoppable Girls

Social Channel / Multi-Platform

OS_SM21_052M

2021 Social Media Merit Award

BBDO / New York

Foot Locker

For the Love

Craft / Use of Visuals

OS_SM21_102M

2021 Social Media Merit Award

RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow

RT

The Endless Letter On Instagram Stories

Craft / Use of Visuals

OS_SM21_103M

2021 Social Media Merit Award

The Bloc / New York

Rockwell Ventures

Scroll yourself to sleep

Craft / Use of Visuals

OS_SM21_104M

2021 Social Media Merit Award

VMLY&R / Kansas City + Wendy's

Wendy's

Pretzel Collar

Craft / Use of Visuals

OS_SM21_105M

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