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.
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Agency
Client
Title
Category
Annual ID
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
Angel's Souls
Agency: BBDO Group Germany GmbH + Sweet Films / Sao Paulo
Client: Save One Person Category: Livestream
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Livestream
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
Burger King & Friends
Agency: Buzzman / Paris
Client: Burger King France Category: Social Post / Real-time Response
Messi 644
Agency: Deutsch / New York + Octagon + draftLine / London + Copa90
Client: Budweiser Category: Social Post / Real-time Response
#Tendies4Yall
Agency: GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami
Client: Popeyes Louisiana Kitchen Category: Social Post / Real-time Response
Bernie Sanders "Get the look"
Agency: Ogilvy Greece / Athens
Client: IKEA Category: Social Post / Real-time Response
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Social Post / Real-time Response
Supporting Independents
Agency: R/GA / New York
Client: Shopify Category: Social Post / Real-time Response
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Social Post / Real-time Response
Channel Swap
Agency: Energy BBDO / Sao Paulo + Unilever / Rexona Clinical
Client: Unilever / Rexona Clinical Category: Influencer Marketing / Single Channel
$5 Missing Menu Meal TikTok
Agency: Fallon / Minneapolis + Moxie / Atlanta + Edelman / Atlanta
Client: Arby's Category: Innovation & Transformation / Innovation in Social Media
Chefbot
Agency: Kroger + 360i / New York
Client: Kroger Category: Innovation & Transformation / Innovation in Social Media
Twitter Dad
Agency: DAVID / Madrid + Twitter / Madrid
Client: Twitter Category: Social Post / Single
Invisible Hate
Agency: 22Squared / Atlanta + NAACP Atlanta + m ss ng p eces / New York + Uppercut / New York
Client: NAACP Atlanta Category: Active Engagement / Call to Action
Sext Us Instead
Agency: 72andSunny / New York
Client: Church & Dwight / Trojan Brand Condoms Category: Active Engagement / Call to Action
Never Lost
Agency: Droga5 / New York + Facebook / New York
Client: Facebook Category: Active Engagement / Call to Action
When It's All Over
Agency: Droga5 / New York + Reform Alliance / New York
Client: Reform Alliance Category: Active Engagement / Call to Action
#UNHATEWOMEN
Agency: fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin
Client: Terre des Femmes Category: Active Engagement / Call to Action
The Unfinished Votes
Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit
Client: Change the Ref Category: Active Engagement / Call to Action
Dictators
Agency: Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications
Client: RepresentUs Category: Active Engagement / Call to Action
THE CANDIDATE
Agency: MRM Romania / Bucharest + McCann / Bucharest + UM Romania / Bucharest
Client: ROM Autentic Category: Active Engagement / Call to Action
SHE SPEAKS
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client: PONY MALTA AB InBev Category: Active Engagement / Call to Action
#JifvsGIF
Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client: The J. M. Smucker Company / Jif Category: Active Engagement / Call to Action
Playlist Timer
Agency: Publicis Italy / Milan + Barilla
Client: Barilla Category: Active Engagement / Call to Action
Verizon Fortnite Stadium
Agency: R/GA / New York + Momentum Worldwide / New York
Client: Verizon Category: Active Engagement / Call to Action
Up The Vote
Agency: R/GA California / San Francisco
Client: Reddit Category: Active Engagement / Call to Action
Heinz on Film
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Active Engagement / Call to Action
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Active Engagement / Call to Action
What We Do Next
Agency: Deutsche Telekom / Germany + Saatchi / London + Electric Theatre Collective / London + Somesuch / London & LA
Client: Deutsche Telekom Category: Influencer Marketing / Multi-Channel
Pockets 4 Bits: Gamer Snacks Level Up
Agency: Reach Agency + Open Mind + Popwallet + Warm & Fuzzy
Client: Hot Pockets Category: Influencer Marketing / Multi-Channel
The Clean Jersey Swap
Agency: Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati
Client: Procter & Gamble - Tide Category: Influencer Marketing / Multi-Channel
You Love Me
Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client: Beats by Dr. Dre Category: Influencer Marketing / Multi-Channel
The Woman Behind the Voice
Agency: Wunderman Thompson / Sydney + Collider / Sydney
Client: I Touch Myself Project Category: Influencer Marketing / Multi-Channel
Liferun
Agency: Wunderman Thompson / Seattle
Client: International Committee of the Red Cross Category: Influencer Marketing / Multi-Channel
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
Live from the Library
Agency: FCB / Chicago + Lord + Thomas / Chicago
Client: Chicago Public Library Category: Social Post / Series
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Social Post / Series
Award:
2021 Social Media Merit Award
Agency:
BBDO / New York
Client:
Foot Locker
Title:
For the Love
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_102M
Award:
2021 Social Media Merit Award
Agency:
RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client:
RT
Title:
The Endless Letter On Instagram Stories
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_103M
Award:
2021 Social Media Merit Award
Agency:
The Bloc / New York
Client:
Rockwell Ventures
Title:
Scroll yourself to sleep
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_104M
Award:
2021 Social Media Merit Award
Agency:
VMLY&R / Kansas City + Wendy's
Client:
Wendy's
Title:
Pretzel Collar
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_105M
Award:
2021 Social Media Merit Award
Agency:
BBDO Group Germany GmbH + Sweet Films / Sao Paulo
Client:
Save One Person
Title:
Angel's Souls
Category:
Livestream
Annual ID:
OS_SM21_067M
Award:
2021 Social Media Merit Award
Agency:
FCB&FiRe / Madrid
Client:
Netflix / PlayStation
Title:
UNBOXING
Category:
Livestream
Annual ID:
OS_SM21_068M
Award:
2021 Social Media Merit Award
Agency:
Ogilvy / Chicago
Client:
SC Johnson/Pledge
Title:
Trendiest Apartment
Category:
Livestream
Annual ID:
OS_SM21_069M
Award:
2021 Social Media Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Livestream
Annual ID:
OS_SM21_070M
Award:
2021 Social Media Merit Award
Agency:
dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow
Client:
Adobe
Title:
Adobe x Keith Haring
Category:
User-Generated Content
Annual ID:
OS_SM21_071M
Award:
2021 Social Media Merit Award
Agency:
Wunderman Thompson / São Paulo + Wunderman Thompson / London + Nestlé - KitKat
Client:
KitKat
Title:
#ABreakForHaveABreak
Category:
User-Generated Content
Annual ID:
OS_SM21_072M
Award:
2021 Social Media Merit Award
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Burger King & Friends
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_060M
Award:
2021 Social Media Merit Award
Agency:
Deutsch / New York + Octagon + draftLine / London + Copa90
Client:
Budweiser
Title:
Messi 644
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_061M
Award:
2021 Social Media Merit Award
Agency:
GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami
Client:
Popeyes Louisiana Kitchen
Title:
#Tendies4Yall
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_062M
Award:
2021 Social Media Merit Award
Agency:
Ogilvy Greece / Athens
Client:
IKEA
Title:
Bernie Sanders "Get the look"
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_063M
Award:
2021 Social Media Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_064M
Award:
2021 Social Media Merit Award
Agency:
R/GA / New York
Client:
Shopify
Title:
Supporting Independents
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_065M
Award:
2021 Social Media Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_066M
Award:
2021 Social Media Merit Award
Agency:
Energy BBDO / Sao Paulo + Unilever / Rexona Clinical
Client:
Unilever / Rexona Clinical
Title:
Channel Swap
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_094M
Award:
2021 Social Media Merit Award
Agency:
R/GA / New York
Client:
Merch Aid
Title:
Merch Aid
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_095M
Award:
2021 Social Media Merit Award
Agency:
Fallon / Minneapolis + Moxie / Atlanta + Edelman / Atlanta
Client:
Arby's
Title:
$5 Missing Menu Meal TikTok
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_106M
Award:
2021 Social Media Merit Award
Agency:
Kroger + 360i / New York
Client:
Kroger
Title:
Chefbot
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_107M
Award:
2021 Social Media Merit Award
Agency:
DAVID / Madrid + Twitter / Madrid
Client:
Twitter
Title:
Twitter Dad
Category:
Social Post / Single
Annual ID:
OS_SM21_053M
Award:
2021 Social Media Merit Award
Agency:
Marcel Worldwide
Client:
Netflix
Title:
Boom Popcorn
Category:
Social Post / Single
Annual ID:
OS_SM21_054M
Award:
2021 Social Media Merit Award
Agency:
22Squared / Atlanta + NAACP Atlanta + m ss ng p eces / New York + Uppercut / New York
Client:
NAACP Atlanta
Title:
Invisible Hate
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_073M
Award:
2021 Social Media Merit Award
Agency:
72andSunny / New York
Client:
Church & Dwight / Trojan Brand Condoms
Title:
Sext Us Instead
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_074M
Award:
2021 Social Media Merit Award
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Never Lost
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_075M
Award:
2021 Social Media Merit Award
Agency:
Droga5 / New York + Reform Alliance / New York
Client:
Reform Alliance
Title:
When It's All Over
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_076M
Award:
2021 Social Media Merit Award
Agency:
fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin
Client:
Terre des Femmes
Title:
#UNHATEWOMEN
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_077M
Award:
2021 Social Media Merit Award
Agency:
McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit
Client:
Change the Ref
Title:
The Unfinished Votes
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_078M
Award:
2021 Social Media Merit Award
Agency:
Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications
Client:
RepresentUs
Title:
Dictators
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_079M
Award:
2021 Social Media Merit Award
Agency:
MRM Romania / Bucharest + McCann / Bucharest + UM Romania / Bucharest
Client:
ROM Autentic
Title:
THE CANDIDATE
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_080M
Award:
2021 Social Media Merit Award
Agency:
MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client:
PONY MALTA AB InBev
Title:
SHE SPEAKS
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_081M
Award:
2021 Social Media Merit Award
Agency:
PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client:
The J. M. Smucker Company / Jif
Title:
#JifvsGIF
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_082M
Award:
2021 Social Media Merit Award
Agency:
Publicis Italy / Milan + Barilla
Client:
Barilla
Title:
Playlist Timer
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_083M
Award:
2021 Social Media Merit Award
Agency:
R/GA / New York + Momentum Worldwide / New York
Client:
Verizon
Title:
Verizon Fortnite Stadium
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_084M
Award:
2021 Social Media Merit Award
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_085M
Award:
2021 Social Media Merit Award
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_086M
Award:
2021 Social Media Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_087M
Award:
2021 Social Media Merit Award
Agency:
Deutsche Telekom / Germany + Saatchi / London + Electric Theatre Collective / London + Somesuch / London & LA
Client:
Deutsche Telekom
Title:
What We Do Next
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_096M
Award:
2021 Social Media Merit Award
Agency:
Reach Agency + Open Mind + Popwallet + Warm & Fuzzy
Client:
Hot Pockets
Title:
Pockets 4 Bits: Gamer Snacks Level Up
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_097M
Award:
2021 Social Media Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati
Client:
Procter & Gamble - Tide
Title:
The Clean Jersey Swap
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_098M
Award:
2021 Social Media Merit Award
Agency:
Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client:
Beats by Dr. Dre
Title:
You Love Me
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_099M
Award:
2021 Social Media Merit Award
Agency:
Wunderman Thompson / Sydney + Collider / Sydney
Client:
I Touch Myself Project
Title:
The Woman Behind the Voice
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_100M
Award:
2021 Social Media Merit Award
Agency:
Wunderman Thompson / Seattle
Client:
International Committee of the Red Cross
Title:
Liferun
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_101M
Award:
2021 Social Media Merit Award
Agency:
DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client:
Miller Lite
Title:
Cantenna
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_050M
Award:
2021 Social Media Merit Award
Agency:
Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications
Client:
RepresentUs
Title:
Dictators
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_051M
Award:
2021 Social Media Merit Award
Agency:
TAXI Canada / Toronto + Covenant House / Toronto + Arthouse Productions / Toronto
Client:
Covenant House
Title:
Shoppable Girls
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_052M
Award:
2021 Social Media Merit Award
Agency:
Alma DDB / Miami
Client:
Change the Ref
Title:
The Bad Influencers
Category:
Social Post / Series
Annual ID:
OS_SM21_055M
Award:
2021 Social Media Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Chicago Public Library
Title:
Live from the Library
Category:
Social Post / Series
Annual ID:
OS_SM21_056M
Award:
2021 Social Media Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Social Post / Series
Annual ID:
OS_SM21_057M
