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

Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Non-traditional & Guerrilla Marketing
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Digital & Online / Ecommerce
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Innovation & Transformation / Innovation in Direct Marketing
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Integrated Campaign
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Integrated Campaign
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Experiential / Customer Experience / CX
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Experiential / Live Events
The Match of Ages Agency: We Believers / New York Client: Corona Category: Experiential / Virtual Events
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Physical Items
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Physical Items
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Out of Home / Billboards & Transit
For Your Consideration Agency: Saatchi & Saatchi / New York Client: Women in Film Category: Out of Home / Billboards & Transit
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Digital & Online / Ecommerce
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Direct Marketing
Superb Owl Agency: R/GA California / San Francisco Client: Reddit Category: Innovation & Transformation / Innovation in Direct Marketing
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Direct Marketing
Helpy Hour Agency: Happiness / an FCB alliance / Brussels + BLISS / Saigon Client: FEDCAF Category: Out of Home / P.O.P. & In-Store
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Out of Home / P.O.P. & In-Store
For Your Consideration Agency: Saatchi & Saatchi / New York + Pickle Music / New York + Harbor Picture Company / New York + And/Or / New York Client: Women in Film Category: Integrated Campaign
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Items
STAY HOME MILES EXCHANGE Agency: Wunderman Thompson / Thailand + Verve / Thailand Client: THAI AIRWAYS Category: Digital & Online / Websites & Mobile
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Non-traditional & Guerrilla Marketing
Pensions Delivery Agency: Grey Argentina / Buenos Aires Client: Itaú Bank Category: Non-traditional & Guerrilla Marketing
That Look from Popeyes Agency: GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami Client: Popeyes Louisiana Kitchen Category: Non-traditional & Guerrilla Marketing
Alone with Me Agency: Spotify In-House Client: Spotify Category: Craft / Data-Driven Personalization
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Innovation & Transformation / Innovation in Direct Marketing
It's On Us Agency: LOLA MullenLowe / Madrid Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Direct Marketing
Enjoy Before Returning Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London Client: Diesel Category: Integrated Campaign
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Craft / Art Direction
Hometown — Shot on iPhone by Phillip Youmans Agency: TBWA\Media Arts Lab / Los Angeles + Apple Client: Apple, Inc. Category: Craft / Art Direction
Home of the Billboards Agency: DAVID / Buenos Aires Client: Burger King Argentina Category: Innovation & Transformation / Innovation in Lockdown
Pensions Delivery Agency: Grey Argentina / Buenos Aires Client: Itaú Bank Category: Innovation & Transformation / Innovation in Lockdown
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
Village Electrique Agency: Publicis Conseil / Paris + BIG / Paris + OMD / Paris Client: Renault Category: Experiential / Live Events
Mother Blanket Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Items
Naming the invisible by Digital Birth Registration Agency: Ogilvy Pakistan / Islamabad Client: Telenor Pakistan Category: Craft / Use of Technology
#StillSpeakingUp Deeptruth Agency: Publicis WW / Mexico Client: Propuesta Cívica AC Category: Craft / Use of Technology
VAR PROMO Agency: GUT Agency / Buenos Aires Client: NOBLEX Category: Non-traditional & Guerrilla Marketing
She Can Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo Client: Ab InBev / Guarana Antarctica Category: Non-traditional & Guerrilla Marketing
Glass Ceiling Breaker Agency: BBH / New York + Chief + National Women's History Museum Client: Chief and National Women's History Museum Category: Experiential / Brand Installations
The eye opening test Agency: BETC / Paris + General Pop / Paris Client: Droit de regard Category: Experiential / Brand Installations
The last Horoscope Agency: GUT Agency / Miami + WhatsApp / Menlo Park + Unicorns & Unicorns Client: WhatsApp Inc. Category: Craft / Data-Driven Personalization
#NotJustACadburyAd Agency: Ogilvy / Mumbai + Wavemaker / Mumbai + Delta X / Bangalore + Country Boyz Films / Mumbai Client: Mondelez Category: Craft / Data-Driven Personalization
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: Craft / Data-Driven Personalization
BOOK A TRIP Agency: Dieste, Inc. / Dallas Client: THE WILD DETECTIVES Category: Digital & Online / Ecommerce
Dream Number Agency: Impact BBDO / Dubai Client: Loto Libanais Category: Digital & Online / Ecommerce
Secret Menu Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia Client: KFC Australia Category: Digital & Online / Ecommerce

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Non-traditional & Guerrilla Marketing

OS_DM21_001G

2021 Direct Marketing Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Digital & Online / Ecommerce

OS_DM21_017G

2021 Direct Marketing Gold Pencil

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

Mastercard

True Name

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_034G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Integrated Campaign

OS_DM21_024G

2021 Direct Marketing Gold Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Integrated Campaign

OS_DM21_025G

2021 Direct Marketing Gold Pencil

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

Mastercard

True Name

Experiential / Customer Experience / CX

OS_DM21_015G

2021 Direct Marketing Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_DM21_040G

2021 Direct Marketing Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_DM21_041G

2021 Direct Marketing Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential / Live Events

OS_DM21_012G

2021 Direct Marketing Gold Pencil

We Believers / New York

Corona

The Match of Ages

Experiential / Virtual Events

OS_DM21_014G

2021 Direct Marketing Gold Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Physical Items

OS_DM21_002G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Physical Items

OS_DM21_003G

2021 Direct Marketing Gold Pencil

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

Unilever / Dove

Courage is Beautiful

Out of Home / Billboards & Transit

OS_DM21_008G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / New York

Women in Film

For Your Consideration

Out of Home / Billboards & Transit

OS_DM21_009G

2021 Direct Marketing Silver Pencil

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

Auberge des Migrants

Migrants on Amazon

Digital & Online / Ecommerce

OS_DM21_018S

2021 Direct Marketing Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_035S

2021 Direct Marketing Silver Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_036S

2021 Direct Marketing Silver Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_037S

2021 Direct Marketing Silver Pencil

Happiness / an FCB alliance / Brussels + BLISS / Saigon

FEDCAF

Helpy Hour

Out of Home / P.O.P. & In-Store

OS_DM21_006S

2021 Direct Marketing Silver Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Out of Home / P.O.P. & In-Store

OS_DM21_007S

2021 Direct Marketing Silver Pencil

Saatchi & Saatchi / New York + Pickle Music / New York + Harbor Picture Company / New York + And/Or / New York

Women in Film

For Your Consideration

Integrated Campaign

OS_DM21_026S

2021 Direct Marketing Silver Pencil

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

Mastercard

True Name

Physical Items

OS_DM21_004S

2021 Direct Marketing Silver Pencil

Wunderman Thompson / Thailand + Verve / Thailand

THAI AIRWAYS

STAY HOME MILES EXCHANGE

Digital & Online / Websites & Mobile

OS_DM21_016S

2021 Direct Marketing Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_DM21_030S

2021 Direct Marketing Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Non-traditional & Guerrilla Marketing

OS_DM21_019S

2021 Direct Marketing Silver Pencil

Grey Argentina / Buenos Aires

Itaú Bank

Pensions Delivery

Non-traditional & Guerrilla Marketing

OS_DM21_020S

2021 Direct Marketing Silver Pencil

GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami

Popeyes Louisiana Kitchen

That Look from Popeyes

Non-traditional & Guerrilla Marketing

OS_DM21_021S

2021 Direct Marketing Bronze Pencil

Spotify In-House

Spotify

Alone with Me

Craft / Data-Driven Personalization

OS_DM21_033B

2021 Direct Marketing Bronze Pencil

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

Auberge des Migrants

Migrants on Amazon

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_038B

2021 Direct Marketing Bronze Pencil

LOLA MullenLowe / Madrid

Unilever / Dove

It's On Us

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_039B

2021 Direct Marketing Bronze Pencil

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

Diesel

Enjoy Before Returning

Integrated Campaign

OS_DM21_027B

2021 Direct Marketing Bronze Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Craft / Art Direction

OS_DM21_028B

2021 Direct Marketing Bronze Pencil

TBWA\Media Arts Lab / Los Angeles + Apple

Apple, Inc.

Hometown — Shot on iPhone by Phillip Youmans

Craft / Art Direction

OS_DM21_029B

2021 Direct Marketing Bronze Pencil

DAVID / Buenos Aires

Burger King Argentina

Home of the Billboards

Innovation & Transformation / Innovation in Lockdown

OS_DM21_042B

2021 Direct Marketing Bronze Pencil

Grey Argentina / Buenos Aires

Itaú Bank

Pensions Delivery

Innovation & Transformation / Innovation in Lockdown

OS_DM21_043B

2021 Direct Marketing Bronze Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_DM21_044B

2021 Direct Marketing Bronze Pencil

Publicis Conseil / Paris + BIG / Paris + OMD / Paris

Renault

Village Electrique

Experiential / Live Events

OS_DM21_013B

2021 Direct Marketing Bronze Pencil

Ogilvy Colombia / Bogotá + Darko Films / Quito

Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA)

Mother Blanket

Physical Items

OS_DM21_005B

2021 Direct Marketing Bronze Pencil

Ogilvy Pakistan / Islamabad

Telenor Pakistan

Naming the invisible by Digital Birth Registration

Craft / Use of Technology

OS_DM21_031B

2021 Direct Marketing Bronze Pencil

Publicis WW / Mexico

Propuesta Cívica AC

#StillSpeakingUp Deeptruth

Craft / Use of Technology

OS_DM21_032B

2021 Direct Marketing Bronze Pencil

GUT Agency / Buenos Aires

NOBLEX

VAR PROMO

Non-traditional & Guerrilla Marketing

OS_DM21_022B

2021 Direct Marketing Bronze Pencil

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

Ab InBev / Guarana Antarctica

She Can

Non-traditional & Guerrilla Marketing

OS_DM21_023B

2021 Direct Marketing Bronze Pencil

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

Chief and National Women's History Museum

Glass Ceiling Breaker

Experiential / Brand Installations

OS_DM21_010B

2021 Direct Marketing Bronze Pencil

BETC / Paris + General Pop / Paris

Droit de regard

The eye opening test

Experiential / Brand Installations

OS_DM21_011B

2021 Direct Marketing Merit Award

GUT Agency / Miami + WhatsApp / Menlo Park + Unicorns & Unicorns

WhatsApp Inc.

The last Horoscope

Craft / Data-Driven Personalization

OS_DM21_111M

2021 Direct Marketing Merit Award

Ogilvy / Mumbai + Wavemaker / Mumbai + Delta X / Bangalore + Country Boyz Films / Mumbai

Mondelez

#NotJustACadburyAd

Craft / Data-Driven Personalization

OS_DM21_112M

2021 Direct Marketing Merit Award

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

Heinz Ketchup

Draw Ketchup

Craft / Data-Driven Personalization

OS_DM21_113M

2021 Direct Marketing Merit Award

Dieste, Inc. / Dallas

THE WILD DETECTIVES

BOOK A TRIP

Digital & Online / Ecommerce

OS_DM21_074M

2021 Direct Marketing Merit Award

Impact BBDO / Dubai

Loto Libanais

Dream Number

Digital & Online / Ecommerce

OS_DM21_075M

2021 Direct Marketing Merit Award

Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia

KFC Australia

Secret Menu

Digital & Online / Ecommerce

OS_DM21_076M

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