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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Award
Agency
Client
Title
Category
Annual ID
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 + 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
Supporting Independents
Agency: R/GA / New York
Client: Shopify Category: Digital & Online / Ecommerce
Endless World of Airmax
Agency: BBDO / New York
Client: Foot Locker Category: Non-traditional & Guerrilla Marketing
The eye opening test
Agency: BETC / Paris + General Pop / Paris
Client: Droit de regard Category: Non-traditional & Guerrilla Marketing
The Booster Tag
Agency: CHE Proximity / Australia + RACV + Guilty + TAC
Client: RACV Category: Non-traditional & Guerrilla Marketing
Bigger Picture
Agency: DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client: Budweiser Category: Non-traditional & Guerrilla Marketing
King Stairs
Agency: DAVID / Madrid + Hobo Audio / New York + ABMC / New York + STEPT Studios / New York
Client: Burger King Category: Non-traditional & Guerrilla Marketing
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Non-traditional & Guerrilla Marketing
Magnolia
Agency: Ogilvy / New York + Open Mind / New York
Client: Gerber Category: Non-traditional & Guerrilla Marketing
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Non-traditional & Guerrilla Marketing
Village Electrique
Agency: Publicis Conseil / Paris + BIG / Paris + OMD / Paris
Client: Renault Category: Non-traditional & Guerrilla Marketing
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Non-traditional & Guerrilla Marketing
QR Whopper
Agency: DAVID / São Paulo
Client: Burger King Category: Digital & Online / Websites & Mobile
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Digital & Online / Websites & Mobile
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Websites & Mobile
The Future Official Sponsors of the NWSL
Agency: VaynerMedia / New York
Client: Budweiser (USA) Category: Digital & Online / Websites & Mobile
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Digital & Online / Social Media Post - Single
Heinz on Film
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Digital & Online / Social Media Post - Single
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Social Media Post - Single
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany Category: Integrated Campaign
Burger King & Friends
Agency: Buzzman / Paris
Client: Burger King France Category: Integrated Campaign
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Integrated Campaign
The UNSeen Story
Agency: MullenLowe / New York + UN Women + MediaHub
Client: UN Women Category: Integrated Campaign
Signal for Help
Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client: Canadian Women’s Foundation Category: Integrated Campaign
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Experiential / Customer Experience / CX
UNBOXING
Agency: FCB&FiRe / Madrid
Client: Netflix / PlayStation Category: Experiential / Virtual Events
The World’s Tallest Donation Box
Agency: MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client: The Mohammed bin Rashid Al Maktoum Global Initiatives Category: Experiential / Virtual Events
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Experiential / Virtual Events
#UNHATEWOMEN
Agency: fischerAppelt / Philipp und Keuntje + MOKOH MUSIC / Berlin + IT'S US MEDIA / Berlin + STUDIO MOVIE MAGIC / Berlin
Client: Terre des Femmes Category: Targeted Video / Targeted Online Video
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Targeted Video / Targeted Online Video
Don't Hate. Imitate. - The Super Bowl Clapback
Agency: POL / Oslo + Shortcut / Oslo + Einar Film / Oslo
Client: Audi Norway Category: Targeted Video / Targeted Online Video
Friend-vertising
Agency: Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland
Client: Skinny Category: Innovation & Transformation / Innovation in Direct Marketing
Baseball
Agency: MullenLowe / US
Client: Change the Ref Category: Innovation & Transformation / Innovation in Direct Marketing
VAR Discount
Agency: NORD DDB / Stockholm
Client: Elkjøp Category: Innovation & Transformation / Innovation in Direct Marketing
Honeyfruit
Agency: BBH / Singapore + Jack Morton Worldwide / Singapore
Client: Riot Games / League of Legends: Wild Rift Category: Physical Items
HerShe
Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client: HERSHEYs Brasil Category: Physical Items
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Physical Items
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Physical Items
Non-Bob
Agency: Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client: OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute) Category: Physical Items
XXL Towel Collection
Agency: LOLA MullenLowe / Madrid
Client: Unilever/Magnum Category: Physical Items
Award:
2021 Direct Marketing Merit Award
Agency:
GUT Agency / Miami + WhatsApp / Menlo Park + Unicorns & Unicorns
Client:
WhatsApp Inc.
Title:
The last Horoscope
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DM21_111M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy / Mumbai + Wavemaker / Mumbai + Delta X / Bangalore + Country Boyz Films / Mumbai
Client:
Mondelez
Title:
#NotJustACadburyAd
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DM21_112M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DM21_113M
Award:
2021 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Elkjøp
Title:
VAR Discount
Category:
Experiential / Live Events
Annual ID:
OS_DM21_064M
Award:
2021 Direct Marketing Merit Award
Agency:
Dieste, Inc. / Dallas
Client:
THE WILD DETECTIVES
Title:
BOOK A TRIP
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_074M
Award:
2021 Direct Marketing Merit Award
Agency:
Impact BBDO / Dubai
Client:
Loto Libanais
Title:
Dream Number
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_075M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client:
KFC Australia
Title:
Secret Menu
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_076M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Merch Aid
Title:
Merch Aid
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_077M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Shopify
Title:
Supporting Independents
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_078M
Award:
2021 Direct Marketing Merit Award
Agency:
BBDO / New York
Client:
Foot Locker
Title:
Endless World of Airmax
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_089M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC / Paris + General Pop / Paris
Client:
Droit de regard
Title:
The eye opening test
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_090M
Award:
2021 Direct Marketing Merit Award
Agency:
CHE Proximity / Australia + RACV + Guilty + TAC
Client:
RACV
Title:
The Booster Tag
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_091M
Award:
2021 Direct Marketing Merit Award
Agency:
DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client:
Budweiser
Title:
Bigger Picture
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_092M
Award:
2021 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Hobo Audio / New York + ABMC / New York + STEPT Studios / New York
Client:
Burger King
Title:
King Stairs
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_093M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_094M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy / New York + Open Mind / New York
Client:
Gerber
Title:
Magnolia
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_095M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_096M
Award:
2021 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris + BIG / Paris + OMD / Paris
Client:
Renault
Title:
Village Electrique
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_097M
Award:
2021 Direct Marketing Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_098M
Award:
2021 Direct Marketing Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
QR Whopper
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_069M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_070M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_071M
Award:
2021 Direct Marketing Merit Award
Agency:
UncleGrey
Client:
Canon
Title:
Truthmark
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_072M
Award:
2021 Direct Marketing Merit Award
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_073M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_081M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_082M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_083M
Award:
2021 Direct Marketing Merit Award
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Integrated Campaign
Annual ID:
OS_DM21_099M
Award:
2021 Direct Marketing Merit Award
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Burger King & Friends
Category:
Integrated Campaign
Annual ID:
OS_DM21_100M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Integrated Campaign
Annual ID:
OS_DM21_101M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe / New York + UN Women + MediaHub
Client:
UN Women
Title:
The UNSeen Story
Category:
Integrated Campaign
Annual ID:
OS_DM21_102M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Integrated Campaign
Annual ID:
OS_DM21_103M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Experiential / Customer Experience / CX
Annual ID:
OS_DM21_068M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB&FiRe / Madrid
Client:
Netflix / PlayStation
Title:
UNBOXING
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_065M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client:
The Mohammed bin Rashid Al Maktoum Global Initiatives
Title:
The World’s Tallest Donation Box
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_066M
Award:
2021 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_067M
Award:
2021 Direct Marketing Merit Award
Agency:
fischerAppelt / Philipp und Keuntje + MOKOH MUSIC / Berlin + IT'S US MEDIA / Berlin + STUDIO MOVIE MAGIC / Berlin
Client:
Terre des Femmes
Title:
#UNHATEWOMEN
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DM21_058M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DM21_059M
Award:
2021 Direct Marketing Merit Award
Agency:
POL / Oslo + Shortcut / Oslo + Einar Film / Oslo
Client:
Audi Norway
Title:
Don't Hate. Imitate. - The Super Bowl Clapback
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DM21_060M
Award:
2021 Direct Marketing Merit Award
Agency:
Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland
Client:
Skinny
Title:
Friend-vertising
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_114M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe / US
Client:
Change the Ref
Title:
Baseball
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_115M
Award:
2021 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Elkjøp
Title:
VAR Discount
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_116M
Award:
2021 Direct Marketing Merit Award
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Physical Items
Annual ID:
OS_DM21_045M
Award:
2021 Direct Marketing Merit Award
Agency:
BBH / Singapore + Jack Morton Worldwide / Singapore
Client:
Riot Games / League of Legends: Wild Rift
Title:
Honeyfruit
Category:
Physical Items
Annual ID:
OS_DM21_046M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Physical Items
Annual ID:
OS_DM21_047M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client:
HERSHEYs Brasil
Title:
HerShe
Category:
Physical Items
Annual ID:
OS_DM21_048M
Award:
2021 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Physical Items
Annual ID:
OS_DM21_049M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Physical Items
Annual ID:
OS_DM21_050M
Award:
2021 Direct Marketing Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client:
OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute)
Title:
Non-Bob
Category:
Physical Items
Annual ID:
OS_DM21_051M
Award:
2021 Direct Marketing Merit Award
Agency:
LOLA MullenLowe / Madrid
Client:
Unilever/Magnum
Title:
XXL Towel Collection
Category:
Physical Items
Annual ID:
OS_DM21_052M
