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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Award
Agency
Client
Title
Category
Annual ID
Back to School Essentials
Agency: BBDO / New York
Client: Sandy Hook Promise Category: Best of Creative Effectiveness
Go Back To Africa
Agency: FCB/SIX / Toronto
Client: Black & Abroad Category: Creative Effectiveness / Consumer / Brand
Back to School Essentials
Agency: BBDO / New York
Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
Project Understood
Agency: FCB / Toronto + Canadian Down Syndrome Society / Toronto
Client: Canadian Down Syndrome Society Category: Multi-Country or Global / Non-Profit / Charity
Superb Owl
Agency: R/GA California / San Francisco
Client: Reddit Category: Creative Effectiveness / Consumer / Brand
You Can't Stop Sports
Agency: Wieden+Kennedy / Portland
Client: Nike Category: Creative Effectiveness / Consumer / Brand
The Travis Scott Meal
Agency: Wieden+Kennedy / New York + McDonald's + Travis Scott + The Narrative Group
Client: McDonald's Category: Single Country or Region / Consumer / Brand
Project Understood
Agency: FCB / Toronto + Canadian Down Syndrome Society / Toronto
Client: Canadian Down Syndrome Society Category: Creative Effectiveness / Non-Profit / Charity
Good Morning World
Agency: Special / Auckland + Special / Sydney + Sweetshop
Client: Tourism New Zealand Category: Multi-Country or Global / Consumer / Brand
Colors of the World
Agency: Crayola + dentsumcgarrybowen / New York
Client: Crayola Category: Creative Effectiveness / Consumer / Brand
The Beer Cap Project.
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client: AB InBev / Aguila Beer Category: Creative Effectiveness / Consumer / Brand
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Single Country or Region / Consumer / Brand
The Last Dance Deep Fake
Agency: Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client: ESPN / State Farm Category: Single Country or Region / Consumer / Brand
The Illegal Blood Bank
Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client: LADbible Group Category: Creative Effectiveness / Non-Profit / Charity
Sleeping Flags
Agency: Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client: O.N.E. Category: Creative Effectiveness / Non-Profit / Charity
The Illegal Blood Bank
Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client: LADbible Group Category: Single Country or Region / Non-Profit / Charity
The Anticorruption Hackathon
Agency: WMC Grey / Prague + Grey / Europe
Client: Znamkamarada Category: Single Country or Region / Non-Profit / Charity
Go Near: Celebrating Local Travel Only On Airbnb
Agency: Airbnb / San Francisco + Weber Shandwick / San Francisco
Client: Airbnb Category: Multi-Country or Global / Consumer / Brand
One Team
Agency: DAVID / Miami + DAVID / Buenos Aires
Client: Budweiser Category: Multi-Country or Global / Consumer / Brand
Bigger Picture
Agency: DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client: Budweiser Category: Creative Effectiveness / Consumer / Brand
Never Lost
Agency: Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York
Client: Facebook Category: Creative Effectiveness / Consumer / Brand
A New Jingle for a New Era
Agency: Edelman / New York + Good Humor / Englewood Cliffs
Client: Good Humor Category: Creative Effectiveness / Consumer / Brand
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Creative Effectiveness / Consumer / Brand
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Creative Effectiveness / Consumer / Brand
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Creative Effectiveness / Consumer / Brand
Rephrasing Parenthood
Agency: FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai
Client: Babyshop Category: Creative Effectiveness / Consumer / Brand
Stream of Lactation
Agency: Mekanism / New York + Frida Mom
Client: Frida Mom Category: Creative Effectiveness / Consumer / Brand
#JifvsGIF
Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client: The J. M. Smucker Company / Jif Category: Creative Effectiveness / Consumer / Brand
Good Morning World
Agency: Special / Auckland + Special / Sydney + Sweetshop
Client: Tourism New Zealand Category: Creative Effectiveness / Consumer / Brand
You Love Me
Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client: Beats by Dr. Dre Category: Creative Effectiveness / Consumer / Brand
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Single Country or Region / Consumer / Brand
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Single Country or Region / Consumer / Brand
Meddle in the New Zealand Election
Agency: Special / Auckland + Sweetshop
Client: Every Kiwi Vote Counts Category: Creative Effectiveness / Non-Profit / Charity
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Single Country or Region / Non-Profit / Charity
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Single Country or Region / Non-Profit / Charity
Sleeping Flags
Agency: Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client: O.N.E. Category: Single Country or Region / Non-Profit / Charity
Build the Vote
Agency: Sid Lee / Montreal
Client: Rock the Vote Category: Single Country or Region / Non-Profit / Charity
Meddle in the New Zealand Election
Agency: Special / Auckland + Sweetshop
Client: Every Kiwi Vote Counts Category: Single Country or Region / Non-Profit / Charity
When will she be right?
Agency: The Monkeys / Sydney + Rabbit / Sydney + Sonar Music / Sydney + ARC EDIT / Sydney
Client: UN Women Australia Category: Single Country or Region / Non-Profit / Charity
Your Plastic Diet
Agency: GREY Malaysia / Kuala Lumpur + WWF / Singapore
Client: WWF Category: Multi-Country or Global / Non-Profit / Charity
Award:
2021 Creative Effectiveness Best of Discipline Pencil
Agency:
BBDO / New York
Client:
Sandy Hook Promise
Title:
Back to School Essentials
Category:
Best of Creative Effectiveness
Annual ID:
OS_CE21_001G
Award:
2021 Creative Effectiveness Gold Pencil
Agency:
FCB/SIX / Toronto
Client:
Black & Abroad
Title:
Go Back To Africa
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_002G
Award:
2021 Creative Effectiveness Gold Pencil
Agency:
BBDO / New York
Client:
Sandy Hook Promise
Title:
Back to School Essentials
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_001G
Award:
2021 Creative Effectiveness Gold Pencil
Agency:
FCB / Toronto + Canadian Down Syndrome Society / Toronto
Client:
Canadian Down Syndrome Society
Title:
Project Understood
Category:
Multi-Country or Global / Non-Profit / Charity
Annual ID:
OS_CE21_016G
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_003S
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Nike
Title:
You Can't Stop Sports
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_004S
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
Wieden+Kennedy / New York + McDonald's + Travis Scott + The Narrative Group
Client:
McDonald's
Title:
The Travis Scott Meal
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_010S
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
FCB / Toronto + Canadian Down Syndrome Society / Toronto
Client:
Canadian Down Syndrome Society
Title:
Project Understood
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_007S
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Special / Auckland + Special / Sydney + Sweetshop
Client:
Tourism New Zealand
Title:
Good Morning World
Category:
Multi-Country or Global / Consumer / Brand
Annual ID:
OS_CE21_015B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Crayola + dentsumcgarrybowen / New York
Client:
Crayola
Title:
Colors of the World
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_005B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client:
AB InBev / Aguila Beer
Title:
The Beer Cap Project.
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_006B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_011B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_012B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client:
LADbible Group
Title:
The Illegal Blood Bank
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_008B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client:
O.N.E.
Title:
Sleeping Flags
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_009B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
ELVIS + FreedomToDonate + Hotwire + Jack Agency
Client:
LADbible Group
Title:
The Illegal Blood Bank
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_013B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
WMC Grey / Prague + Grey / Europe
Client:
Znamkamarada
Title:
The Anticorruption Hackathon
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_014B
Award:
2021 Creative Effectiveness Merit Award
Agency:
Airbnb / San Francisco + Weber Shandwick / San Francisco
Client:
Airbnb
Title:
Go Near: Celebrating Local Travel Only On Airbnb
Category:
Multi-Country or Global / Consumer / Brand
Annual ID:
OS_CE21_037M
Award:
2021 Creative Effectiveness Merit Award
Agency:
DAVID / Miami + DAVID / Buenos Aires
Client:
Budweiser
Title:
One Team
Category:
Multi-Country or Global / Consumer / Brand
Annual ID:
OS_CE21_038M
Award:
2021 Creative Effectiveness Merit Award
Agency:
DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client:
Budweiser
Title:
Bigger Picture
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_017M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York
Client:
Facebook
Title:
Never Lost
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_018M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_019M
Award:
2021 Creative Effectiveness Merit Award
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_020M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_021M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_022M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai
Client:
Babyshop
Title:
Rephrasing Parenthood
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_023M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Mekanism / New York + Frida Mom
Client:
Frida Mom
Title:
Stream of Lactation
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_024M
Award:
2021 Creative Effectiveness Merit Award
Agency:
PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client:
The J. M. Smucker Company / Jif
Title:
#JifvsGIF
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_025M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Special / Auckland + Special / Sydney + Sweetshop
Client:
Tourism New Zealand
Title:
Good Morning World
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_026M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client:
Beats by Dr. Dre
Title:
You Love Me
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_027M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_029M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_030M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Special / Auckland + Sweetshop
Client:
Every Kiwi Vote Counts
Title:
Meddle in the New Zealand Election
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS_CE21_028M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_031M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_032M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Rothco, Part of Accenture Interactive / Dublin + O.N.E.
Client:
O.N.E.
Title:
Sleeping Flags
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_033M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Sid Lee / Montreal
Client:
Rock the Vote
Title:
Build the Vote
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_034M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Special / Auckland + Sweetshop
Client:
Every Kiwi Vote Counts
Title:
Meddle in the New Zealand Election
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_035M
Award:
2021 Creative Effectiveness Merit Award
Agency:
The Monkeys / Sydney + Rabbit / Sydney + Sonar Music / Sydney + ARC EDIT / Sydney
Client:
UN Women Australia
Title:
When will she be right?
Category:
Single Country or Region / Non-Profit / Charity
Annual ID:
OS_CE21_036M