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

True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Product
Donkey & Elephant Agency: FIG + CNN Client: CNN Category: Craft / Animation
Never Lost Agency: Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York Client: Facebook Category: Use of Licensed Music
Alone with Me Agency: Spotify In-House Client: Spotify Category: Agency-Initiated & Originated Projects
The MET Unframed Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York Client: Verizon Category: Agency-Initiated & Originated Projects
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Digital Design
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Experiential / Live Events
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Out of Home / Billboards & Transit
For Your Consideration Agency: Saatchi & Saatchi / New York Client: Women in Film Category: Out of Home / Billboards & Transit
Your Way, Way Better Agency: Jones Knowles Ritchie / New York Client: Burger King Category: Branding / Rebranding
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Digital / Use of Technology
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: Digital / Use of Technology
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
Birds Will be Back Agency: Havas Turkey / İstanbul + Depo Film / İstanbul Client: Reckitt / Finish Category: Experiential & Installations / Experiential & Immersive
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 Radio & Audio
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
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Cultural Driver
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Cultural Driver
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
The Black Plaque Project Agency: Havas / London Client: Nubian Jak Community Trust Category: Spatial Design / Wayfinding
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Long Form Video / Single
Pitvertising Agency: Clemenger BBDO / Sydney + PHD Content / Sydney Client: Rexona Category: Apparel
UNBOXING Agency: FCB&FiRe / Madrid Client: Netflix / PlayStation Category: Online-only Video / Interactive Video
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Art Direction
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
Victoria 1.8 Agency: Ogilvy / Mexico Client: AB InBev Grupo Modelo Mexico Category: Brand Voice
Superb Owl Agency: R/GA California / San Francisco Client: Reddit Category: Brand Voice
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Physical Items
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Physical Items
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Online Films & Video / Long Form - Single
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Online Films & Video / Long Form - Single
Festive Agency: Riff Raff Films / London + Burberry / London Client: Burberry Category: Online Films & Video / Long Form - Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Online Films & Video / Long Form - Single
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Use of Vertical Video
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile-First Video / Over 15 Seconds
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: Craft / Use of Technology
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
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Digital & Online / Ecommerce
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
Life Needs Truth Agency: Trim Editorial at Cosmo Street Editorial / New York + Droga5 / New York + The New York Times + Somesuch Client: The New York Times Category: Editing / Single
The Match of Ages Agency: We Believers / New York Client: Corona Category: Editing / Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52 Client: Nike Category: Editing / Single
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration

2021 IP & Products Gold Pencil

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

Mastercard

True Name

Physical Product

OS_IP21_001G

2021 Design Gold Pencil

FIG + CNN

CNN

Donkey & Elephant

Craft / Animation

OS_DE21_036G

2021 Music & Sound Craft Gold Pencil

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

Facebook

Never Lost

Use of Licensed Music

OS_MS21_006G

2021 In-House Gold Pencil

Spotify In-House

Spotify

Alone with Me

Agency-Initiated & Originated Projects

OS_IH21_002G

2021 In-House Gold Pencil

Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York

Verizon

The MET Unframed

Agency-Initiated & Originated Projects

OS_IH21_004G

2021 Design Gold Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Digital Design

OS_DE21_019G

2021 Direct Marketing Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential / Live Events

OS_DM21_012G

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

Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto

Unilever / Dove

Courage is Beautiful

Out of Home / Billboards & Transit

OS_DM21_008G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / New York

Women in Film

For Your Consideration

Out of Home / Billboards & Transit

OS_DM21_009G

2021 Design Gold Pencil

Jones Knowles Ritchie / New York

Burger King

Your Way, Way Better

Branding / Rebranding

OS_DE21_006G

2021 Integrated Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IG21_017G

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

Digital / Use of Technology

OS_HW21_013G

2021 Health, Wellness & Pharma Gold Pencil

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

Woojer

SICK BEATS

Digital / Use of Technology

OS_HW21_014G

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

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 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

Innovation & Transformation / Innovation in Radio & Audio

OS_RA21_017G

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 Cultural Driver Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Cultural Driver

OS_CD21_001G

2021 Cultural Driver Gold Pencil

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

Beats by Dr. Dre

You Love Me

Cultural Driver

OS_CD21_002G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_OH21_030G

2021 Design Gold Pencil

Havas / London

Nubian Jak Community Trust

The Black Plaque Project

Spatial Design / Wayfinding

OS_DE21_026G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Long Form Video / Single

OS_BE21_001G

2021 Out of Home Gold Pencil

Clemenger BBDO / Sydney + PHD Content / Sydney

Rexona

Pitvertising

Apparel

OS_OH21_015G

2021 Interactive & Online Gold Pencil

FCB&FiRe / Madrid

Netflix / PlayStation

UNBOXING

Online-only Video / Interactive Video

OS_IN21_007G

2021 Print Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Art Direction

OS_PT21_019G

2021 Public Relations Gold Pencil

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

Mastercard

True Name

Brand Voice

OS_PR21_001G

2021 Public Relations Gold Pencil

Ogilvy / Mexico

AB InBev Grupo Modelo Mexico

Victoria 1.8

Brand Voice

OS_PR21_010G

2021 Public Relations Gold Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Brand Voice

OS_PR21_011G

2021 Direct Marketing Gold Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Physical Items

OS_DM21_002G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Physical Items

OS_DM21_003G

2021 Film Gold Pencil

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

Beats by Dr. Dre

You Love Me

Online Films & Video / Long Form - Single

OS_FI21_001G

2021 Film Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Online Films & Video / Long Form - Single

OS_FI21_016G

2021 Film Gold Pencil

Riff Raff Films / London + Burberry / London

Burberry

Festive

Online Films & Video / Long Form - Single

OS_FI21_017G

2021 Film Gold Pencil

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

Nike

You Can't Stop Us

Online Films & Video / Long Form - Single

OS_FI21_018G

2021 Moving Image Craft Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Use of Vertical Video

OS_MI21_028G

2021 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

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

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

Craft / Use of Technology

OS_EX21_018G

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 Direct Marketing Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Digital & Online / Ecommerce

OS_DM21_017G

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 Moving Image Craft Gold Pencil

Trim Editorial at Cosmo Street Editorial / New York + Droga5 / New York + The New York Times + Somesuch

The New York Times

Life Needs Truth

Editing / Single

OS_MI21_012G

2021 Moving Image Craft Gold Pencil

We Believers / New York

Corona

The Match of Ages

Editing / Single

OS_MI21_013G

2021 Moving Image Craft Gold Pencil

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

Nike

You Can't Stop Us

Editing / Single

OS_MI21_014G

2021 Out of Home Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_OH21_021G

Follow Us