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.

Award

Agency

Client

Title

Category

Annual ID

Call Girls Agency: Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm Client: Talita Category: Custom / User-Generated Content
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Art Direction
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Cross-Channel UX / UI / Digital / Physical
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: Cross-Channel UX / UI / Digital / Physical
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: Integrated Digital & Physical Product
Birds Will be Back Agency: Havas Turkey / İstanbul + Depo Film / İstanbul Client: Reckitt / Finish Category: Experiential & Installations / Experiential & Immersive
A Career-Limiting Campaign Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Low Budget / Under 50K Budget
UNBOXING Agency: FCB&FiRe / Madrid Client: Netflix / PlayStation Category: Online-only Video / Interactive Video
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: Innovation & Transformation / Innovation in Music & Sound Craft
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
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Craft / Use of Music
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 Music
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Stunts & Activations
Glass Ceiling Breaker Agency: BBH / New York + Chief + National Women's History Museum Client: Chief and National Women's History Museum Category: Craft / Art Direction
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Craft / Art Direction
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Cinema Advertising
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: Experiential / Live Events
Up The Vote Agency: R/GA California / San Francisco Client: Reddit Category: Billboards & Transit / Series
Alone with Me Agency: Spotify In-House Client: Spotify Category: Innovation & Transformation / Innovation in Lockdown
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Community Building
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Film / Health & Wellness
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Film / Health & Wellness
You Can't Stop Us Agency: a52 + Wieden+Kennedy / Portland + Joint Editorial / Portland + Pulse Films Client: Nike Category: Visual Effects / Single
Festive Agency: Moving Picture Company / London + Riff Raff Films / London + Burberry / London Client: Burberry Category: Visual Effects / Single
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Non-traditional & Guerrilla 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
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Craft / Printing & Production
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Creative Use of Data
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
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile-First Video / Over 15 Seconds
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Brand Installations
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Confusing Times Agency: DAVID / Madrid + Pickle Music / New York Client: Burger King Category: Craft / Writing - Series
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Creative Effectiveness / Consumer / Brand
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Life Needs Truth Agency: Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York Client: The New York Times Category: Television & VOD / Long Form - Single
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Television & VOD / Long Form - Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Television & VOD / Long Form - Single
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Customer Experience / CX
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Online Community / Platform

2021 Music & Sound Craft Gold Pencil

Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm

Talita

Call Girls

Custom / User-Generated Content

OS_MS21_004G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_OH21_001G

2021 Print Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Art Direction

OS_PT21_019G

2021 Digital Craft Gold Pencil

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

City of Chicago

Boards of Change

Cross-Channel UX / UI / Digital / Physical

OS_DC21_005G

2021 Digital Craft Gold Pencil

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

Woojer

SICK BEATS

Cross-Channel UX / UI / Digital / Physical

OS_DC21_006G

2021 IP & Products Gold Pencil

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

Woojer

SICK BEATS

Integrated Digital & Physical Product

OS_IP21_009G

2021 Out of Home Gold Pencil

Havas Turkey / İstanbul + Depo Film / İstanbul

Reckitt / Finish

Birds Will be Back

Experiential & Installations / Experiential & Immersive

OS_OH21_012G

2021 Film Gold Pencil

Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London

Global Women

A Career-Limiting Campaign

Low Budget / Under 50K Budget

OS_FI21_032G

2021 Interactive & Online Gold Pencil

FCB&FiRe / Madrid

Netflix / PlayStation

UNBOXING

Online-only Video / Interactive Video

OS_IN21_007G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_EX21_001G

2021 Music & Sound Craft 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 Music & Sound Craft

OS_MS21_021G

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 Radio & Audio Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Craft / Use of Music

OS_RA21_001G

2021 Radio & Audio 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 Music

OS_RA21_014G

2021 Out of Home Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_OH21_021G

2021 Social Media Gold Pencil

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

Mondelez / Oreo

The OREO Doomsday Vault

Stunts & Activations

OS_SM21_001G

2021 Social Media Gold Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Stunts & Activations

OS_SM21_028G

2021 Out of Home Gold Pencil

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

Chief and National Women's History Museum

Glass Ceiling Breaker

Craft / Art Direction

OS_OH21_018G

2021 Out of Home Gold Pencil

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

Miller Lite

Farewell, Work Holiday Parties

Craft / Art Direction

OS_OH21_019G

2021 Film Gold Pencil

Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam

Diesel

Francesca

Cinema Advertising

OS_FI21_030G

2021 Social Media Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_SM21_040G

2021 Direct Marketing Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential / Live Events

OS_DM21_012G

2021 Out of Home Gold Pencil

R/GA California / San Francisco

Reddit

Up The Vote

Billboards & Transit / Series

OS_OH21_003G

2021 Creative Use of Data Gold Pencil

Spotify In-House

Spotify

Alone with Me

Innovation & Transformation / Innovation in Lockdown

OS_CU21_011G

2021 Public Relations Gold Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Community Building

OS_PR21_006G

2021 Health, Wellness & Pharma Gold Pencil

McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit

Change the Ref

The Unfinished Votes

Film / Health & Wellness

OS_HW21_001G

2021 Health, Wellness & Pharma Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Film / Health & Wellness

OS_HW21_007G

2021 Moving Image Craft Gold Pencil

a52 + Wieden+Kennedy / Portland + Joint Editorial / Portland + Pulse Films

Nike

You Can't Stop Us

Visual Effects / Single

OS_MI21_024G

2021 Moving Image Craft Gold Pencil

Moving Picture Company / London + Riff Raff Films / London + Burberry / London

Burberry

Festive

Visual Effects / Single

OS_MI21_025G

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

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 Out of Home Gold Pencil

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

Miller Lite

Farewell, Work Holiday Parties

Craft / Printing & Production

OS_OH21_023G

2021 Digital Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Creative Use of Data

OS_DC21_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 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Mobile-First Video / Over 15 Seconds

OS_MO21_006G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Brand Installations

OS_EX21_008G

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

2021 Integrated Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IG21_017G

2021 Radio & Audio Gold Pencil

DAVID / Madrid + Pickle Music / New York

Burger King

Confusing Times

Craft / Writing - Series

OS_RA21_013G

2021 Creative Effectiveness Gold Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Creative Effectiveness / Consumer / Brand

OS_CE21_002G

2021 Interactive & Online Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IN21_001G

2021 Film Gold Pencil

Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York

The New York Times

Life Needs Truth

Television & VOD / Long Form - Single

OS_FI21_006G

2021 Film Gold Pencil

Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam

Diesel

Francesca

Television & VOD / Long Form - Single

OS_FI21_007G

2021 Film Gold Pencil

Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52

Nike

You Can't Stop Us

Television & VOD / Long Form - Single

OS_FI21_008G

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 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

2021 Interactive & Online Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Online Community / Platform

OS_IN21_005G

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