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.
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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
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
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
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
Award:
2021 Public Relations Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Brand Voice
Annual ID:
OS_PR21_001G
Award:
2021 Public Relations Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Integrated PR Campaign
Annual ID:
OS_PR21_026G
Award:
2021 Public Relations Gold Pencil
Agency:
DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client:
Budweiser
Title:
Bigger Picture
Category:
Current Event Response
Annual ID:
OS_PR21_016G
Award:
2021 Public Relations Gold Pencil
Agency:
Stendahls / Goteborg
Client:
Goteborg Film Festival
Title:
The Isolated Cinema
Category:
Events & Experiential
Annual ID:
OS_PR21_003G
Award:
2021 Public Relations Gold Pencil
Agency:
Ogilvy / Mexico
Client:
AB InBev Grupo Modelo Mexico
Title:
Victoria 1.8
Category:
Brand Voice
Annual ID:
OS_PR21_010G
Award:
2021 Public Relations Gold Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Brand Voice
Annual ID:
OS_PR21_011G
Award:
2021 Public Relations Gold Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Community Building
Annual ID:
OS_PR21_006G
Award:
2021 Public Relations Gold Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Brand Partnerships
Annual ID:
OS_PR21_019G
Award:
2021 Public Relations Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_029G
Award:
2021 Public Relations Silver Pencil
Agency:
VMLY&R / Dubai
Client:
General Mills - Betty Crocker
Title:
The Kitchen is for Everyone
Category:
Brand Transformation
Annual ID:
OS_PR21_013S
Award:
2021 Public Relations Silver Pencil
Agency:
We Believers / New York
Client:
Burger King Global
Title:
Cows' Menu
Category:
Brand Transformation
Annual ID:
OS_PR21_014S
Award:
2021 Public Relations Silver Pencil
Agency:
R/GA / New York + Momentum Worldwide / New York
Client:
Verizon
Title:
Verizon Fortnite Stadium
Category:
Events & Experiential
Annual ID:
OS_PR21_004S
Award:
2021 Public Relations Silver Pencil
Agency:
22Squared / Atlanta + NAACP Atlanta + Uppercut / New York + m ss ng p eces / New York
Client:
NAACP Atlanta
Title:
Invisible Hate
Category:
Events & Experiential
Annual ID:
OS_PR21_017S
Award:
2021 Public Relations Silver Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Brand Voice
Annual ID:
OS_PR21_012S
Award:
2021 Public Relations Silver Pencil
Agency:
BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client:
Google
Title:
Google Black-Owned Friday
Category:
Community Building
Annual ID:
OS_PR21_007S
Award:
2021 Public Relations Silver Pencil
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Brand Partnerships
Annual ID:
OS_PR21_020S
Award:
2021 Public Relations Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Brand Partnerships
Annual ID:
OS_PR21_021S
Award:
2021 Public Relations Silver Pencil
Agency:
SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client:
Ab InBev / Guarana Antarctica
Title:
She Can
Category:
Brand Partnerships
Annual ID:
OS_PR21_022S
Award:
2021 Public Relations Silver Pencil
Agency:
BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore
Client:
Sentosa Development Corporation
Title:
Virtual Sentosa
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_030S
Award:
2021 Public Relations Silver Pencil
Agency:
DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client:
Budweiser
Title:
Bigger Picture
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_031S
Award:
2021 Public Relations Silver Pencil
Agency:
Ogilvy / Mexico
Client:
AB InBev Grupo Modelo Mexico
Title:
Victoria 1.8
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_032S
Award:
2021 Public Relations Silver Pencil
Agency:
TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_033S
Award:
2021 Public Relations Bronze Pencil
Agency:
The&Partnership / London + Royal National Institute of Blind People (RNIB) / London
Client:
Royal National Institute of Blind People (RNIB)
Title:
The ‘Design For Everyone’ Campaign
Category:
Integrated PR Campaign
Annual ID:
OS_PR21_027B
Award:
2021 Public Relations Bronze Pencil
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Media Relations
Annual ID:
OS_PR21_002B
Award:
2021 Public Relations Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati
Client:
Procter & Gamble - Tide
Title:
The Clean Jersey Swap
Category:
Current Event Response
Annual ID:
OS_PR21_018B
Award:
2021 Public Relations Bronze Pencil
Agency:
BBH / New York + Chief + National Women's History Museum
Client:
Chief and National Women's History Museum
Title:
Glass Ceiling Breaker
Category:
Events & Experiential
Annual ID:
OS_PR21_005B
Award:
2021 Public Relations Bronze Pencil
Agency:
BBDO / New York
Client:
Mars Petcare: Pedigree
Title:
Dogs on Zoom
Category:
Community Building
Annual ID:
OS_PR21_008B
Award:
2021 Public Relations Bronze Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Community Building
Annual ID:
OS_PR21_009B
Award:
2021 Public Relations Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Brand Partnerships
Annual ID:
OS_PR21_023B
Award:
2021 Public Relations Bronze Pencil
Agency:
Rethink / Toronto/Montreal/Vancouver + Molson Canadian / Toronto
Client:
Molson Canadian
Title:
Make It Canadian
Category:
Brand Partnerships
Annual ID:
OS_PR21_024B
Award:
2021 Public Relations Bronze Pencil
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Brand Partnerships
Annual ID:
OS_PR21_025B
Award:
2021 Public Relations Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_034B
Award:
2021 Public Relations Bronze Pencil
Agency:
Droga5 / New York + Reform Alliance / New York
Client:
Reform Alliance
Title:
When It's All Over
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_035B
Award:
2021 Public Relations Bronze Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_036B
Award:
2021 Public Relations Bronze Pencil
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Reputation Management
Annual ID:
OS_PR21_015B
Award:
2021 Public Relations Bronze Pencil
Agency:
Huge + Verizon / New York + Madnetwork + Huge and Mad Network
Client:
Verizon
Title:
Full Transparency by Verizon
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS_PR21_028B
Award:
2021 Public Relations Merit Award
Agency:
PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client:
The J. M. Smucker Company / Jif
Title:
#JifvsGIF
Category:
Integrated PR Campaign
Annual ID:
OS_PR21_085M
Award:
2021 Public Relations Merit Award
Agency:
Weber Shandwick / Chicago
Client:
Milk Processor Education Program (MilkPEP)
Title:
The Swim Heard ‘Round the World
Category:
Integrated PR Campaign
Annual ID:
OS_PR21_086M
Award:
2021 Public Relations Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Media Relations
Annual ID:
OS_PR21_037M
Award:
2021 Public Relations Merit Award
Agency:
Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta
Client:
Bridge Senior Living
Title:
Radio Recliner
Category:
Media Relations
Annual ID:
OS_PR21_038M
Award:
2021 Public Relations Merit Award
Agency:
Natural Light / New York + M&C Saatchi Sport & Entertainment / New York + The Bait Shoppe / New York + draftLine / New York
Client:
Natural Light
Title:
Natural Light Da Vinci of Debt
Category:
Media Relations
Annual ID:
OS_PR21_039M
Award:
2021 Public Relations Merit Award
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Media Relations
Annual ID:
OS_PR21_040M
Award:
2021 Public Relations Merit Award
Agency:
SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London
Client:
Promote Iceland
Title:
Looks Like You Need to Let It Out
Category:
Media Relations
Annual ID:
OS_PR21_041M
Award:
2021 Public Relations Merit Award
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Current Event Response
Annual ID:
OS_PR21_067M
Award:
2021 Public Relations Merit Award
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Burger King & Friends
Category:
Current Event Response
Annual ID:
OS_PR21_068M
Award:
2021 Public Relations Merit Award
Agency:
Droga5 / New York + Red Wing Shoes / New York
Client:
Red Wing Shoes
Title:
#LaborDayOn
Category:
Current Event Response
Annual ID:
OS_PR21_069M
Award:
2021 Public Relations Merit Award
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Current Event Response
Annual ID:
OS_PR21_070M
Award:
2021 Public Relations Merit Award
Agency:
Golden State Warriors / San Francisco + Warriors Studio / San Francisco + Carville Collective / San Francisco + Goodby Silverstein & Partners / San Francisco
Client:
Golden State Warriors
Title:
Oakland's Own M.V.P.
Category:
Current Event Response
Annual ID:
OS_PR21_071M
Award:
2021 Public Relations Merit Award
Agency:
McCann / Beograd
Client:
Nedeljnik Magazine
Title:
Thank you, Doctors
Category:
Current Event Response
Annual ID:
OS_PR21_072M
Award:
2021 Public Relations 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:
Current Event Response
Annual ID:
OS_PR21_073M
