The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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.
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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: Best of Social Media
Raising Profiles
Agency: FCB Inferno / London
Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client: Nike Category: Craft / Use of Visuals
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Social Post / Single
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: User-Generated Content
Playlist Timer
Agency: Publicis Italy / Milan + Barilla
Client: Barilla Category: Social Channel / Single Platform
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
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Stunts & Activations
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany Category: Stunts & Activations
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
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Craft / Use of Visuals
PLAY NZ
Agency: TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne
Client: Tourism New Zealand Category: Livestream
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
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
Heinz on Film
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: User-Generated Content
Migrants on Amazon
Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris
Client: Auberge des Migrants Category: Social Channel / Single Platform
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
Verizon Fortnite Stadium
Agency: R/GA / New York + Momentum Worldwide / New York
Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client: Nike Category: Social Post / Single
Opportunity Knocks
Agency: Publicis / New York + MJZ + Parlament
Client: Fiverr Category: Social Post / Real-time Response
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
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
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
Secret Menu
Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney
Client: KFC Australia Category: Stunts & Activations
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
Bigger Picture
Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client: Budweiser Category: Innovation & Transformation / Innovation in Lockdown
#LaborDayOn
Agency: Droga5 / New York + Red Wing Shoes / New York
Client: Red Wing Shoes Category: Innovation & Transformation / Innovation in Lockdown
Live from the Library
Agency: FCB / Chicago + Lord + Thomas / Chicago
Client: Chicago Public Library Category: Innovation & Transformation / Innovation in Lockdown
Respond2Racism—First-Responder Twitter Bot
Agency: Goodby Silverstein & Partners / San Francisco
Client: Goodby Silverstein & Partners Category: Innovation & Transformation / Innovation in Lockdown
Safe Waze 2 Shop
Agency: McCann Poland / Warszawa + McCann Canada / Toronto
Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Voices of Brussels
Agency: mortierbrigade / Brussels
Client: Brussels Public Transport Category: Innovation & Transformation / Innovation in Lockdown
www.window-swap.com
Agency: WindowSwap / Singapore
Client: WindowSwap Category: Innovation & Transformation / Innovation in Lockdown
Award:
2021 Social Media Best of Discipline Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Best of Social Media
Annual ID:
OS_SM21_001G
Award:
2021 Social Media Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_040G
Award:
2021 Social Media Gold Pencil
Agency:
Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client:
Nike
Title:
You Can't Stop Us
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_036G
Award:
2021 Social Media Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Social Post / Single
Annual ID:
OS_SM21_008G
Award:
2021 Social Media Gold Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
User-Generated Content
Annual ID:
OS_SM21_016G
Award:
2021 Social Media Gold Pencil
Agency:
Publicis Italy / Milan + Barilla
Client:
Barilla
Title:
Playlist Timer
Category:
Social Channel / Single Platform
Annual ID:
OS_SM21_002G
Award:
2021 Social Media Gold Pencil
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_019G
Award:
2021 Social Media Gold Pencil
Agency:
Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris
Client:
Association L'Enfant Bleu
Title:
Undercover Avatar
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_020G
Award:
2021 Social Media Gold Pencil
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_021G
Award:
2021 Social Media Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Social Post / Series
Annual ID:
OS_SM21_011G
Award:
2021 Social Media Gold Pencil
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Social Post / Series
Annual ID:
OS_SM21_012G
Award:
2021 Social Media Gold Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Stunts & Activations
Annual ID:
OS_SM21_001G
Award:
2021 Social Media Gold Pencil
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Stunts & Activations
Annual ID:
OS_SM21_028G
Award:
2021 Social Media Gold Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Chicago Public Library
Title:
Live from the Library
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_030G
Award:
2021 Social Media Gold Pencil
Agency:
Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam
Client:
Diesel
Title:
Francesca
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_031G
Award:
2021 Social Media Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_037S
Award:
2021 Social Media Silver Pencil
Agency:
TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne
Client:
Tourism New Zealand
Title:
PLAY NZ
Category:
Livestream
Annual ID:
OS_SM21_015S
Award:
2021 Social Media Silver Pencil
Agency:
R/GA / New York
Client:
Ally Financial
Title:
r/Bank
Category:
Social Post / Single
Annual ID:
OS_SM21_009S
Award:
2021 Social Media Silver Pencil
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:
Craft / Use of Technology
Annual ID:
OS_SM21_038S
Award:
2021 Social Media Silver Pencil
Agency:
VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's
Client:
Wendy's
Title:
Wendy's. Now that you mention us.
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_039S
Award:
2021 Social Media Silver Pencil
Agency:
Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris
Client:
Association L'Enfant Bleu
Title:
Undercover Avatar
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_034S
Award:
2021 Social Media Silver Pencil
Agency:
Venables Bell + Partners + Reebok + Lumberyard + Wildlife LA
Client:
Reebok
Title:
#ZigTheRunway
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS_SM21_035S
Award:
2021 Social Media Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
User-Generated Content
Annual ID:
OS_SM21_017S
Award:
2021 Social Media Silver Pencil
Agency:
BETC / Paris + General Pop / Paris + La-Bo / Paris
Client:
Auberge des Migrants
Title:
Migrants on Amazon
Category:
Social Channel / Single Platform
Annual ID:
OS_SM21_003S
Award:
2021 Social Media Silver Pencil
Agency:
BBDO / New York
Client:
Color of Change
Title:
Pedestal Project
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_022S
Award:
2021 Social Media Silver Pencil
Agency:
Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client:
Diesel
Title:
Enjoy Before Returning
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_023S
Award:
2021 Social Media Silver Pencil
Agency:
TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client:
MTN DEW
Title:
MTN DEW Major Million
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_024S
Award:
2021 Social Media Bronze Pencil
Agency:
R/GA / New York + Momentum Worldwide / New York
Client:
Verizon
Title:
Verizon Fortnite Stadium
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_041B
Award:
2021 Social Media Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client:
Nike
Title:
You Can't Stop Us
Category:
Social Post / Single
Annual ID:
OS_SM21_010B
Award:
2021 Social Media Bronze Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
User-Generated Content
Annual ID:
OS_SM21_018B
Award:
2021 Social Media Bronze Pencil
Agency:
Publicis / New York + MJZ + Parlament
Client:
Fiverr
Title:
Opportunity Knocks
Category:
Social Post / Real-time Response
Annual ID:
OS_SM21_014B
Award:
2021 Social Media Bronze Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Social Channel / Single Platform
Annual ID:
OS_SM21_004B
Award:
2021 Social Media Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Cheetos
Title:
It Wasn't Me
Category:
Social Channel / Single Platform
Annual ID:
OS_SM21_005B
Award:
2021 Social Media Bronze Pencil
Agency:
BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client:
Google
Title:
Google Black-Owned Friday
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_025B
Award:
2021 Social Media Bronze Pencil
Agency:
CHE Proximity / Australia + Heckler / Sydney
Client:
Samsung
Title:
Microcodes
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_026B
Award:
2021 Social Media Bronze Pencil
Agency:
TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_027B
Award:
2021 Social Media Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Linkedin / New York + The Mill / New York
Client:
Verizon
Title:
#NotDone
Category:
Social Post / Series
Annual ID:
OS_SM21_013B
Award:
2021 Social Media Bronze Pencil
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_006B
Award:
2021 Social Media Bronze Pencil
Agency:
OREO + 360i / New York + the community / Miami
Client:
Mondelēz International, Inc.
Title:
The OREO Doomsday Vault
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_007B
Award:
2021 Social Media Bronze Pencil
Agency:
Ogilvy Australia / Sydney + Ogilvy PR / Sydney
Client:
KFC Australia
Title:
Secret Menu
Category:
Stunts & Activations
Annual ID:
OS_SM21_029B
Award:
2021 Social Media Bronze Pencil
Agency:
Deutsch / New York + Octagon + draftLine / London + Copa90
Client:
Budweiser
Title:
Messi 644
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_032B
Award:
2021 Social Media Bronze Pencil
Agency:
Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore
Client:
Furry’s Kitchen
Title:
Food Influencers Tasting Dog Food
Category:
Influencer Marketing / Single Channel
Annual ID:
OS_SM21_033B
Award:
2021 Social Media Merit Award
Agency:
DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client:
Budweiser
Title:
Bigger Picture
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_108M
Award:
2021 Social Media Merit Award
Agency:
Droga5 / New York + Red Wing Shoes / New York
Client:
Red Wing Shoes
Title:
#LaborDayOn
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_109M
Award:
2021 Social Media Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Chicago Public Library
Title:
Live from the Library
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_110M
Award:
2021 Social Media Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Goodby Silverstein & Partners
Title:
Respond2Racism—First-Responder Twitter Bot
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_111M
Award:
2021 Social Media Merit Award
Agency:
McCann Poland / Warszawa + McCann Canada / Toronto
Client:
Mastercard
Title:
Safe Waze 2 Shop
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_112M
Award:
2021 Social Media Merit Award
Agency:
mortierbrigade / Brussels
Client:
Brussels Public Transport
Title:
Voices of Brussels
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_113M
Award:
2021 Social Media Merit Award
Agency:
WindowSwap / Singapore
Client:
WindowSwap
Title:
www.window-swap.com
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_114M
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
