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

Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Experiential & Immersive
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Products
Pizza Hut x IKEA SÄVA Agency: Ogilvy / Hong Kong Client: Pizza Hut Category: Physical Products
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Physical Products
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Craft / Use of Sound
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Brand Installations
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Craft / Use of Technology
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Customer Experience / CX
SICK BEATS Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel Client: Woojer Category: Innovation & Transformation / Innovation in Experiential
Mother Blanket Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Products
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Physical Products
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Craft / Use of Sound
Trendiest Apartment Agency: Ogilvy / Chicago Client: SC Johnson/Pledge Category: Craft / Dynamic Data Visualization
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Brand Installations
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Customer Experience / CX
Enjoy Before Returning Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London Client: Diesel Category: Customer Experience / CX
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Innovation & Transformation / Innovation in Experiential
Farewell, Work Holiday Parties Agency: DDB / Chicago + Arts & Sciences + Arcade + LIME Studios Client: Miller Lite Category: Craft / Art Direction
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Physical Products
Double Moon Agency: MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam Client: UAE Government Media Office Category: Immersive Spaces
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Events / Stunts / Competitions / Virtual - Pre-Recorded
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
STAY HOME MILES EXCHANGE Agency: Wunderman Thompson / Thailand + Verve / Thailand Client: THAI AIRWAYS Category: Innovation & Transformation / Innovation in Lockdown
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: Events / Stunts / Competitions / Virtual - Livestream
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Craft / Storytelling
That Look from Popeyes Agency: GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami Client: Popeyes Louisiana Kitchen Category: Ecommerce
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Innovation & Transformation / Innovation in Experiential
Buy With Your Time Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai Client: Al Futtaim IKEA Category: Innovation & Transformation / Innovation in Experiential
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Physical Products
Honeyfruit Agency: BBH / Singapore + Jack Morton Worldwide / Singapore Client: Riot Games / League of Legends: Wild Rift Category: Physical Products
Green Instructions Agency: Ogilvy Poland / Warsaw Client: LEGO Category: Physical Products
Make It Canadian Agency: Rethink / Toronto/Montreal/Vancouver + Molson Canadian / Toronto Client: Molson Canadian Category: Physical Products
Augmented Archaeology Agency: Ogilvy / Beijing Client: Huawei Device Co., Ltd. Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Alone with Me Agency: Spotify In-House Client: Spotify Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
TeAR down this WALL Agency: Virtue Northern Europe / Copenhagen + No Sleep / Copenhagen + The DDR Museum / Berlin + BaconX / Copenhagen Client: The DDR Museum Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Alone with Me Agency: Spotify In-House Client: Spotify Category: Craft / Dynamic Data Visualization
Glass Ceiling Breaker Agency: BBH / New York + Chief + National Women's History Museum Client: Chief and National Women's History Museum Category: Brand Installations
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Brand Installations
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Brand Installations
Double Moon Agency: MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam Client: UAE Government Media Office Category: Brand Installations
IKEA imma Harajuku Agency: Wieden+Kennedy / Tokyo + Aww Inc. / Tokyo + Maxilla / Tokyo Client: IKEA Japan Category: Brand Installations
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Immersive Spaces
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Immersive Spaces
The Unseen Ballet Agency: VMLY&R / New York + Dell Technologies / New York + Resonant Pictures / New York + Cut + Run / New York Client: Dell Technologies Category: Immersive Spaces
MTN DEW Major Million Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York Client: MTN DEW Category: Events / Stunts / Competitions / Virtual - Pre-Recorded
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Innovation & Transformation / Innovation in Lockdown
Clone Machine Agency: Leo Burnett / Chicago Client: Coors Light Category: Innovation & Transformation / Innovation in Lockdown
Littlest Bailout Agency: Leo Burnett / Chicago Client: Kraft Heinz Country Time Lemonade Category: Innovation & Transformation / Innovation in Lockdown

2021 Experiential & Immersive Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Experiential & Immersive

OS_EX21_001G

2021 Experiential & Immersive Gold Pencil

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

Mastercard

True Name

Physical Products

OS_EX21_011G

2021 Experiential & Immersive Gold Pencil

Ogilvy / Hong Kong

Pizza Hut

Pizza Hut x IKEA SÄVA

Physical Products

OS_EX21_012G

2021 Experiential & Immersive Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Physical Products

OS_EX21_013G

2021 Experiential & Immersive Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Craft / Use of Sound

OS_EX21_021G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Brand Installations

OS_EX21_008G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_EX21_001G

2021 Experiential & Immersive Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Craft / Use of Technology

OS_EX21_018G

2021 Experiential & Immersive Gold Pencil

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

Mastercard

True Name

Customer Experience / CX

OS_EX21_004G

2021 Experiential & Immersive Gold Pencil

Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel

Woojer

SICK BEATS

Innovation & Transformation / Innovation in Experiential

OS_EX21_024G

2021 Experiential & Immersive Silver Pencil

Ogilvy Colombia / Bogotá + Darko Films / Quito

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

Mother Blanket

Physical Products

OS_EX21_014S

2021 Experiential & Immersive Silver Pencil

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

Kraft Heinz Canada

Heinz Ketchup Puzzle

Physical Products

OS_EX21_015S

2021 Experiential & Immersive Silver Pencil

fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg

United4Rescue

Drowned Requiem

Craft / Use of Sound

OS_EX21_022S

2021 Experiential & Immersive Silver Pencil

Ogilvy / Chicago

SC Johnson/Pledge

Trendiest Apartment

Craft / Dynamic Data Visualization

OS_EX21_023S

2021 Experiential & Immersive Silver Pencil

FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago

City of Chicago

Boards of Change

Brand Installations

OS_EX21_009S

2021 Experiential & Immersive Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_EX21_019S

2021 Experiential & Immersive Silver Pencil

AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

H&M

H&M Looop

Customer Experience / CX

OS_EX21_005S

2021 Experiential & Immersive Silver Pencil

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

Diesel

Enjoy Before Returning

Customer Experience / CX

OS_EX21_006S

2021 Experiential & Immersive Silver Pencil

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

Mastercard

True Name

Innovation & Transformation / Innovation in Experiential

OS_EX21_025S

2021 Experiential & Immersive Silver Pencil

DDB / Chicago + Arts & Sciences + Arcade + LIME Studios

Miller Lite

Farewell, Work Holiday Parties

Craft / Art Direction

OS_EX21_017S

2021 Experiential & Immersive Bronze Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Physical Products

OS_EX21_016B

2021 Experiential & Immersive Bronze Pencil

MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam

UAE Government Media Office

Double Moon

Immersive Spaces

OS_EX21_010B

2021 Experiential & Immersive Bronze Pencil

fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg

United4Rescue

Drowned Requiem

Events / Stunts / Competitions / Virtual - Pre-Recorded

OS_EX21_003B

2021 Experiential & Immersive Bronze Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_EX21_028B

2021 Experiential & Immersive Bronze Pencil

Wunderman Thompson / Thailand + Verve / Thailand

THAI AIRWAYS

STAY HOME MILES EXCHANGE

Innovation & Transformation / Innovation in Lockdown

OS_EX21_029B

2021 Experiential & Immersive Bronze Pencil

SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London

Promote Iceland

Looks Like You Need to Let It Out

Events / Stunts / Competitions / Virtual - Livestream

OS_EX21_002B

2021 Experiential & Immersive Bronze Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Craft / Storytelling

OS_EX21_020B

2021 Experiential & Immersive Bronze Pencil

GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami

Popeyes Louisiana Kitchen

That Look from Popeyes

Ecommerce

OS_EX21_007B

2021 Experiential & Immersive Bronze Pencil

AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

H&M

H&M Looop

Innovation & Transformation / Innovation in Experiential

OS_EX21_026B

2021 Experiential & Immersive Bronze Pencil

Memac Ogilvy / Dubai + Goldmine Films / Dubai

Al Futtaim IKEA

Buy With Your Time

Innovation & Transformation / Innovation in Experiential

OS_EX21_027B

2021 Experiential & Immersive Merit Award

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Physical Products

OS_EX21_063M

2021 Experiential & Immersive Merit Award

BBH / Singapore + Jack Morton Worldwide / Singapore

Riot Games / League of Legends: Wild Rift

Honeyfruit

Physical Products

OS_EX21_064M

2021 Experiential & Immersive Merit Award

Ogilvy Poland / Warsaw

LEGO

Green Instructions

Physical Products

OS_EX21_065M

2021 Experiential & Immersive Merit Award

Rethink / Toronto/Montreal/Vancouver + Molson Canadian / Toronto

Molson Canadian

Make It Canadian

Physical Products

OS_EX21_066M

2021 Experiential & Immersive Merit Award

Ogilvy / Beijing

Huawei Device Co., Ltd.

Augmented Archaeology

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_EX21_060M

2021 Experiential & Immersive Merit Award

Spotify In-House

Spotify

Alone with Me

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_EX21_061M

2021 Experiential & Immersive Merit Award

Virtue Northern Europe / Copenhagen + No Sleep / Copenhagen + The DDR Museum / Berlin + BaconX / Copenhagen

The DDR Museum

TeAR down this WALL

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_EX21_062M

2021 Experiential & Immersive Merit Award

Spotify In-House

Spotify

Alone with Me

Craft / Dynamic Data Visualization

OS_EX21_072M

2021 Experiential & Immersive Merit Award

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

Chief and National Women's History Museum

Glass Ceiling Breaker

Brand Installations

OS_EX21_052M

2021 Experiential & Immersive Merit Award

DDB / Chicago + LIME Studios + Arcade + Arts & Sciences

Miller Lite

Farewell, Work Holiday Parties

Brand Installations

OS_EX21_053M

2021 Experiential & Immersive Merit Award

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Brand Installations

OS_EX21_054M

2021 Experiential & Immersive Merit Award

MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam

UAE Government Media Office

Double Moon

Brand Installations

OS_EX21_055M

2021 Experiential & Immersive Merit Award

Wieden+Kennedy / Tokyo + Aww Inc. / Tokyo + Maxilla / Tokyo

IKEA Japan

IKEA imma Harajuku

Brand Installations

OS_EX21_056M

2021 Experiential & Immersive Merit Award

AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

H&M

H&M Looop

Immersive Spaces

OS_EX21_057M

2021 Experiential & Immersive Merit Award

DDB / Chicago + LIME Studios + Arcade + Arts & Sciences

Miller Lite

Farewell, Work Holiday Parties

Immersive Spaces

OS_EX21_058M

2021 Experiential & Immersive Merit Award

VMLY&R / New York + Dell Technologies / New York + Resonant Pictures / New York + Cut + Run / New York

Dell Technologies

The Unseen Ballet

Immersive Spaces

OS_EX21_059M

2021 Experiential & Immersive Merit Award

TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York

MTN DEW

MTN DEW Major Million

Events / Stunts / Competitions / Virtual - Pre-Recorded

OS_EX21_042M

2021 Experiential & Immersive Merit Award

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Innovation & Transformation / Innovation in Lockdown

OS_EX21_077M

2021 Experiential & Immersive Merit Award

Leo Burnett / Chicago

Coors Light

Clone Machine

Innovation & Transformation / Innovation in Lockdown

OS_EX21_078M

2021 Experiential & Immersive Merit Award

Leo Burnett / Chicago

Kraft Heinz Country Time Lemonade

Littlest Bailout

Innovation & Transformation / Innovation in Lockdown

OS_EX21_079M

Follow Us