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

True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated PR Campaign
Bigger Picture Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica Client: Budweiser Category: Current Event Response
The Isolated Cinema Agency: Stendahls / Goteborg Client: Goteborg Film Festival Category: Events & Experiential
Victoria 1.8 Agency: Ogilvy / Mexico Client: AB InBev Grupo Modelo Mexico Category: Brand Voice
Superb Owl Agency: R/GA California / San Francisco Client: Reddit Category: Brand Voice
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Community Building
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Brand Partnerships
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
The Kitchen is for Everyone Agency: VMLY&R / Dubai Client: General Mills - Betty Crocker Category: Brand Transformation
Cows' Menu Agency: We Believers / New York Client: Burger King Global Category: Brand Transformation
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Events & Experiential
Invisible Hate Agency: 22Squared / Atlanta + NAACP Atlanta + Uppercut / New York + m ss ng p eces / New York Client: NAACP Atlanta Category: Events & Experiential
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Brand Voice
Google Black-Owned Friday Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles Client: Google Category: Community Building
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Brand Partnerships
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Partnerships
She Can Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo Client: Ab InBev / Guarana Antarctica Category: Brand Partnerships
Virtual Sentosa Agency: BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore Client: Sentosa Development Corporation Category: Innovation & Transformation / Innovation in Lockdown
Bigger Picture Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica Client: Budweiser Category: Innovation & Transformation / Innovation in Lockdown
Victoria 1.8 Agency: Ogilvy / Mexico Client: AB InBev Grupo Modelo Mexico Category: Innovation & Transformation / Innovation in Lockdown
Signal for Help Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation Client: Canadian Women’s Foundation Category: Innovation & Transformation / Innovation in Lockdown
The ‘Design For Everyone’ Campaign Agency: The&Partnership / London + Royal National Institute of Blind People (RNIB) / London Client: Royal National Institute of Blind People (RNIB) Category: Integrated PR Campaign
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Media Relations
The Clean Jersey Swap Agency: Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati Client: Procter & Gamble - Tide Category: Current Event Response
Glass Ceiling Breaker Agency: BBH / New York + Chief + National Women's History Museum Client: Chief and National Women's History Museum Category: Events & Experiential
Dogs on Zoom Agency: BBDO / New York Client: Mars Petcare: Pedigree Category: Community Building
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Community Building
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Brand Partnerships
Make It Canadian Agency: Rethink / Toronto/Montreal/Vancouver + Molson Canadian / Toronto Client: Molson Canadian Category: Brand Partnerships
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Brand Partnerships
The MET Unframed Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
When It's All Over Agency: Droga5 / New York + Reform Alliance / New York Client: Reform Alliance Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Lockdown
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Reputation Management
Full Transparency by Verizon Agency: Huge + Verizon / New York + Madnetwork + Huge and Mad Network Client: Verizon Category: Innovation & Transformation / Innovation in Public Relations
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Integrated PR Campaign
The Swim Heard ‘Round the World Agency: Weber Shandwick / Chicago Client: Milk Processor Education Program (MilkPEP) Category: Integrated PR Campaign
Littlest Bailout Agency: Leo Burnett / Chicago Client: Kraft Heinz Country Time Lemonade Category: Media Relations
Radio Recliner Agency: Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta Client: Bridge Senior Living Category: Media Relations
Natural Light Da Vinci of Debt Agency: Natural Light / New York + M&C Saatchi Sport & Entertainment / New York + The Bait Shoppe / New York + draftLine / New York Client: Natural Light Category: Media Relations
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Media Relations
Looks Like You Need to Let It Out Agency: SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London Client: Promote Iceland Category: Media Relations
The MET Unframed Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York Client: Verizon Category: Current Event Response
Burger King & Friends Agency: Buzzman / Paris Client: Burger King France Category: Current Event Response
#LaborDayOn Agency: Droga5 / New York + Red Wing Shoes / New York Client: Red Wing Shoes Category: Current Event Response
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Current Event Response
Oakland's Own M.V.P. Agency: Golden State Warriors / San Francisco + Warriors Studio / San Francisco + Carville Collective / San Francisco + Goodby Silverstein & Partners / San Francisco Client: Golden State Warriors Category: Current Event Response
Thank you, Doctors Agency: McCann / Beograd Client: Nedeljnik Magazine Category: Current Event Response
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Current Event Response

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 Public Relations Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated PR Campaign

OS_PR21_026G

2021 Public Relations Gold Pencil

DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica

Budweiser

Bigger Picture

Current Event Response

OS_PR21_016G

2021 Public Relations Gold Pencil

Stendahls / Goteborg

Goteborg Film Festival

The Isolated Cinema

Events & Experiential

OS_PR21_003G

2021 Public Relations Gold Pencil

Ogilvy / Mexico

AB InBev Grupo Modelo Mexico

Victoria 1.8

Brand Voice

OS_PR21_010G

2021 Public Relations Gold Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Brand Voice

OS_PR21_011G

2021 Public Relations Gold Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Community Building

OS_PR21_006G

2021 Public Relations Gold Pencil

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

Michelob ULTRA

Contract for Change

Brand Partnerships

OS_PR21_019G

2021 Public Relations Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_PR21_029G

2021 Public Relations Silver Pencil

VMLY&R / Dubai

General Mills - Betty Crocker

The Kitchen is for Everyone

Brand Transformation

OS_PR21_013S

2021 Public Relations Silver Pencil

We Believers / New York

Burger King Global

Cows' Menu

Brand Transformation

OS_PR21_014S

2021 Public Relations Silver Pencil

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

Verizon

Verizon Fortnite Stadium

Events & Experiential

OS_PR21_004S

2021 Public Relations Silver Pencil

22Squared / Atlanta + NAACP Atlanta + Uppercut / New York + m ss ng p eces / New York

NAACP Atlanta

Invisible Hate

Events & Experiential

OS_PR21_017S

2021 Public Relations Silver Pencil

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

Michelob ULTRA

Contract for Change

Brand Voice

OS_PR21_012S

2021 Public Relations Silver Pencil

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

Google

Google Black-Owned Friday

Community Building

OS_PR21_007S

2021 Public Relations Silver Pencil

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Brand Partnerships

OS_PR21_020S

2021 Public Relations Silver Pencil

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

Mastercard

True Name

Brand Partnerships

OS_PR21_021S

2021 Public Relations Silver Pencil

SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo

Ab InBev / Guarana Antarctica

She Can

Brand Partnerships

OS_PR21_022S

2021 Public Relations Silver Pencil

BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore

Sentosa Development Corporation

Virtual Sentosa

Innovation & Transformation / Innovation in Lockdown

OS_PR21_030S

2021 Public Relations Silver Pencil

DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica

Budweiser

Bigger Picture

Innovation & Transformation / Innovation in Lockdown

OS_PR21_031S

2021 Public Relations Silver Pencil

Ogilvy / Mexico

AB InBev Grupo Modelo Mexico

Victoria 1.8

Innovation & Transformation / Innovation in Lockdown

OS_PR21_032S

2021 Public Relations Silver Pencil

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

Canadian Women’s Foundation

Signal for Help

Innovation & Transformation / Innovation in Lockdown

OS_PR21_033S

2021 Public Relations Bronze Pencil

The&Partnership / London + Royal National Institute of Blind People (RNIB) / London

Royal National Institute of Blind People (RNIB)

The ‘Design For Everyone’ Campaign

Integrated PR Campaign

OS_PR21_027B

2021 Public Relations Bronze Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Media Relations

OS_PR21_002B

2021 Public Relations Bronze Pencil

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

Procter & Gamble - Tide

The Clean Jersey Swap

Current Event Response

OS_PR21_018B

2021 Public Relations Bronze Pencil

BBH / New York + Chief + National Women's History Museum

Chief and National Women's History Museum

Glass Ceiling Breaker

Events & Experiential

OS_PR21_005B

2021 Public Relations Bronze Pencil

BBDO / New York

Mars Petcare: Pedigree

Dogs on Zoom

Community Building

OS_PR21_008B

2021 Public Relations Bronze Pencil

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

Michelob ULTRA

Contract for Change

Community Building

OS_PR21_009B

2021 Public Relations Bronze Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Brand Partnerships

OS_PR21_023B

2021 Public Relations Bronze Pencil

Rethink / Toronto/Montreal/Vancouver + Molson Canadian / Toronto

Molson Canadian

Make It Canadian

Brand Partnerships

OS_PR21_024B

2021 Public Relations Bronze Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Brand Partnerships

OS_PR21_025B

2021 Public Relations Bronze Pencil

Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York

Verizon

The MET Unframed

Innovation & Transformation / Innovation in Lockdown

OS_PR21_034B

2021 Public Relations Bronze Pencil

Droga5 / New York + Reform Alliance / New York

Reform Alliance

When It's All Over

Innovation & Transformation / Innovation in Lockdown

OS_PR21_035B

2021 Public Relations Bronze Pencil

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

Unilever / Dove

Courage is Beautiful

Innovation & Transformation / Innovation in Lockdown

OS_PR21_036B

2021 Public Relations Bronze Pencil

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Reputation Management

OS_PR21_015B

2021 Public Relations Bronze Pencil

Huge + Verizon / New York + Madnetwork + Huge and Mad Network

Verizon

Full Transparency by Verizon

Innovation & Transformation / Innovation in Public Relations

OS_PR21_028B

2021 Public Relations Merit Award

PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York

The J. M. Smucker Company / Jif

#JifvsGIF

Integrated PR Campaign

OS_PR21_085M

2021 Public Relations Merit Award

Weber Shandwick / Chicago

Milk Processor Education Program (MilkPEP)

The Swim Heard ‘Round the World

Integrated PR Campaign

OS_PR21_086M

2021 Public Relations Merit Award

Leo Burnett / Chicago

Kraft Heinz Country Time Lemonade

Littlest Bailout

Media Relations

OS_PR21_037M

2021 Public Relations Merit Award

Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta

Bridge Senior Living

Radio Recliner

Media Relations

OS_PR21_038M

2021 Public Relations Merit Award

Natural Light / New York + M&C Saatchi Sport & Entertainment / New York + The Bait Shoppe / New York + draftLine / New York

Natural Light

Natural Light Da Vinci of Debt

Media Relations

OS_PR21_039M

2021 Public Relations Merit Award

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

Unilever / Dove

Courage is Beautiful

Media Relations

OS_PR21_040M

2021 Public Relations Merit Award

SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London

Promote Iceland

Looks Like You Need to Let It Out

Media Relations

OS_PR21_041M

2021 Public Relations Merit Award

Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York

Verizon

The MET Unframed

Current Event Response

OS_PR21_067M

2021 Public Relations Merit Award

Buzzman / Paris

Burger King France

Burger King & Friends

Current Event Response

OS_PR21_068M

2021 Public Relations Merit Award

Droga5 / New York + Red Wing Shoes / New York

Red Wing Shoes

#LaborDayOn

Current Event Response

OS_PR21_069M

2021 Public Relations Merit Award

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Current Event Response

OS_PR21_070M

2021 Public Relations Merit Award

Golden State Warriors / San Francisco + Warriors Studio / San Francisco + Carville Collective / San Francisco + Goodby Silverstein & Partners / San Francisco

Golden State Warriors

Oakland's Own M.V.P.

Current Event Response

OS_PR21_071M

2021 Public Relations Merit Award

McCann / Beograd

Nedeljnik Magazine

Thank you, Doctors

Current Event Response

OS_PR21_072M

2021 Public Relations Merit Award

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

Change the Ref

The Unfinished Votes

Current Event Response

OS_PR21_073M

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