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

Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Creative Effectiveness / Consumer / Brand
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
Project Understood Agency: FCB / Toronto + Canadian Down Syndrome Society / Toronto Client: Canadian Down Syndrome Society Category: Creative Effectiveness / Non-Profit / Charity
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
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
Good Morning World Agency: Special Group / New Zealand + Sweetshop Client: Tourism New Zealand Category: Multi-Country or Global / 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
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
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 + 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 Group / New Zealand + 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
Your Plastic Diet Agency: GREY Malaysia / Kuala Lumpur + WWF / Singapore Client: WWF Category: Multi-Country or Global / 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
Meddle in the New Zealand Election Agency: Special Group / New Zealand + Sweetshop + Poem / Australia 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 Group / New Zealand + Sweetshop + Poem / Australia 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
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

2021 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

2021 Creative Effectiveness Gold Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Creative Effectiveness / Consumer / Brand

OS_CE21_002G

2021 Creative Effectiveness Gold Pencil

FCB / Toronto + Canadian Down Syndrome Society / Toronto

Canadian Down Syndrome Society

Project Understood

Multi-Country or Global / Non-Profit / Charity

OS_CE21_016G

2021 Creative Effectiveness Silver Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Creative Effectiveness / Consumer / Brand

OS_CE21_003S

2021 Creative Effectiveness Silver Pencil

Wieden+Kennedy / Portland

Nike

You Can't Stop Sports

Creative Effectiveness / Consumer / Brand

OS_CE21_004S

2021 Creative Effectiveness Silver Pencil

FCB / Toronto + Canadian Down Syndrome Society / Toronto

Canadian Down Syndrome Society

Project Understood

Creative Effectiveness / Non-Profit / Charity

OS_CE21_007S

2021 Creative Effectiveness Silver Pencil

Wieden+Kennedy / New York + McDonald's + Travis Scott + The Narrative Group

McDonald's

The Travis Scott Meal

Single Country or Region / Consumer / Brand

OS_CE21_010S

2021 Creative Effectiveness Bronze Pencil

Crayola + dentsumcgarrybowen / New York

Crayola

Colors of the World

Creative Effectiveness / Consumer / Brand

OS_CE21_005B

2021 Creative Effectiveness Bronze Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Creative Effectiveness / Consumer / Brand

OS_CE21_006B

2021 Creative Effectiveness Bronze Pencil

Special Group / New Zealand + Sweetshop

Tourism New Zealand

Good Morning World

Multi-Country or Global / Consumer / Brand

OS_CE21_015B

2021 Creative Effectiveness Bronze Pencil

ELVIS + FreedomToDonate + Hotwire + Jack Agency

LADbible Group

The Illegal Blood Bank

Creative Effectiveness / Non-Profit / Charity

OS_CE21_008B

2021 Creative Effectiveness Bronze Pencil

Rothco, Part of Accenture Interactive / Dublin + O.N.E.

O.N.E.

Sleeping Flags

Creative Effectiveness / Non-Profit / Charity

OS_CE21_009B

2021 Creative Effectiveness Bronze Pencil

ELVIS + FreedomToDonate + Hotwire + Jack Agency

LADbible Group

The Illegal Blood Bank

Single Country or Region / Non-Profit / Charity

OS_CE21_013B

2021 Creative Effectiveness Bronze Pencil

WMC Grey / Prague + Grey / Europe

Znamkamarada

The Anticorruption Hackathon

Single Country or Region / Non-Profit / Charity

OS_CE21_014B

2021 Creative Effectiveness Bronze Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Single Country or Region / Consumer / Brand

OS_CE21_011B

2021 Creative Effectiveness Bronze Pencil

Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York

ESPN / State Farm

The Last Dance Deep Fake

Single Country or Region / Consumer / Brand

OS_CE21_012B

2021 Creative Effectiveness Merit Award

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

Budweiser

Bigger Picture

Creative Effectiveness / Consumer / Brand

OS_CE21_017M

2021 Creative Effectiveness Merit Award

Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York

Facebook

Never Lost

Creative Effectiveness / Consumer / Brand

OS_CE21_018M

2021 Creative Effectiveness Merit Award

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Creative Effectiveness / Consumer / Brand

OS_CE21_019M

2021 Creative Effectiveness Merit Award

ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York

ESPN / State Farm

The Last Dance Deep Fake

Creative Effectiveness / Consumer / Brand

OS_CE21_020M

2021 Creative Effectiveness Merit Award

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Creative Effectiveness / Consumer / Brand

OS_CE21_021M

2021 Creative Effectiveness Merit Award

FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai

Mastercard

Astronomical Sales

Creative Effectiveness / Consumer / Brand

OS_CE21_022M

2021 Creative Effectiveness Merit Award

FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai

Babyshop

Rephrasing Parenthood

Creative Effectiveness / Consumer / Brand

OS_CE21_023M

2021 Creative Effectiveness Merit Award

Mekanism + Frida Mom

Frida Mom

Stream of Lactation

Creative Effectiveness / Consumer / Brand

OS_CE21_024M

2021 Creative Effectiveness Merit Award

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

The J. M. Smucker Company / Jif

#JifvsGIF

Creative Effectiveness / Consumer / Brand

OS_CE21_025M

2021 Creative Effectiveness Merit Award

Special Group / New Zealand + Sweetshop

Tourism New Zealand

Good Morning World

Creative Effectiveness / Consumer / Brand

OS_CE21_026M

2021 Creative Effectiveness Merit Award

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Creative Effectiveness / Consumer / Brand

OS_CE21_027M

2021 Creative Effectiveness Merit Award

GREY Malaysia / Kuala Lumpur + WWF / Singapore

WWF

Your Plastic Diet

Multi-Country or Global / Non-Profit / Charity

OS_CE21_039M

2021 Creative Effectiveness Merit Award

Airbnb / San Francisco + Weber Shandwick / San Francisco

Airbnb

Go Near: Celebrating Local Travel Only On Airbnb

Multi-Country or Global / Consumer / Brand

OS_CE21_037M

2021 Creative Effectiveness Merit Award

DAVID / Miami + DAVID / Buenos Aires

Budweiser

One Team

Multi-Country or Global / Consumer / Brand

OS_CE21_038M

2021 Creative Effectiveness Merit Award

Special Group / New Zealand + Sweetshop + Poem / Australia

Every Kiwi Vote Counts

Meddle in the New Zealand Election

Creative Effectiveness / Non-Profit / Charity

OS_CE21_028M

2021 Creative Effectiveness Merit Award

Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul

Korean National Police Agency

HOPE TAPE

Single Country or Region / Non-Profit / Charity

OS_CE21_031M

2021 Creative Effectiveness Merit Award

Ogilvy UK / London + BrotherTV / Great Guns

Girl Up

Today We Rise

Single Country or Region / Non-Profit / Charity

OS_CE21_032M

2021 Creative Effectiveness Merit Award

Rothco, Part of Accenture Interactive / Dublin + O.N.E.

O.N.E.

Sleeping Flags

Single Country or Region / Non-Profit / Charity

OS_CE21_033M

2021 Creative Effectiveness Merit Award

Sid Lee / Montreal

Rock the Vote

Build the Vote

Single Country or Region / Non-Profit / Charity

OS_CE21_034M

2021 Creative Effectiveness Merit Award

Special Group / New Zealand + Sweetshop + Poem / Australia

Every Kiwi Vote Counts

Meddle in the New Zealand Election

Single Country or Region / Non-Profit / Charity

OS_CE21_035M

2021 Creative Effectiveness Merit Award

The Monkeys / Sydney + Rabbit / Sydney + Sonar Music / Sydney + ARC EDIT / Sydney

UN Women Australia

When will she be right?

Single Country or Region / Non-Profit / Charity

OS_CE21_036M

2021 Creative Effectiveness Merit Award

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

Michelob ULTRA

Contract for Change

Single Country or Region / Consumer / Brand

OS_CE21_029M

2021 Creative Effectiveness Merit Award

FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai

Mastercard

Astronomical Sales

Single Country or Region / Consumer / Brand

OS_CE21_030M

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