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

Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Integrated Branding Campaign
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Integrated Branding Campaign
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Craft / Use of Sound
Instant Doctor Agency: The Bloc / New York Client: Tribute Category: Film / Health & Wellness
Google Black-Owned Friday Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles Client: Google Category: Visual & Audio Craft / Music
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Craft / Art Direction
Donkey & Elephant Agency: FIG + CNN Client: CNN Category: Craft / Art Direction
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
The Kitchen is for Everyone Agency: VMLY&R / Dubai Client: General Mills - Betty Crocker Category: Brand Transformation
Cows' Menu Agency: We Believers / New York Client: Burger King Global Category: Brand Transformation
Upstream Agency: Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo Client: Toyota Motor Corporation / Toyota Motor North America Category: Cinematography / Single
Cold Tracker Agency: Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg Client: AB InBev Category: Billboards & Transit / Dynamic Billboards & Transit
Wendy's. Now that you mention us. Agency: VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's Client: Wendy's Category: Innovation & Transformation / Innovation in Social Media
Maurice and The Black Bear School Agency: Droga5 / New York + Moet Hennessy / New York + Wave Studios / New York + Somesuch / New York Client: Hennessy Category: Television & VOD / Long Form - Single
Mother Blanket Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Apparel
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Non-traditional & Guerrilla Marketing
Pensions Delivery Agency: Grey Argentina / Buenos Aires Client: Itaú Bank Category: Non-traditional & Guerrilla Marketing
That Look from Popeyes Agency: GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami Client: Popeyes Louisiana Kitchen Category: Non-traditional & Guerrilla Marketing
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Digital & Online / Ecommerce
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Brand Installations
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Television & VOD / Short Form - Single
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Experiential & Installations / Experiential & Immersive
See The Unseen Agency: Factory / London Client: Volkswagen Category: Sound Editing
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Interactive
Don't Get Sidetracked. Get Setapp. Agency: Droga5 / London + Biscuit Filmworks / London Client: Setapp Category: Online Films & Video / Long Form - Series
Open Like Never Before Agency: 72andSunny / Amsterdam Client: The Coca-Cola Company Category: Writing / Single
Life Below Water Agency: Goodby Silverstein & Partners / San Francisco Client: Google / United Nations / Tribeca Enterprises Category: Writing / Single
You Can't Stop Us Agency: Wieden+Kennedy / Portland + Pulse Films + a52 + Joint Editorial Client: Nike Category: Writing / Single
PLAY NZ Agency: TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne Client: Tourism New Zealand Category: Livestream
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Experiential / Brand Installations
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Experiential / Brand Installations
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Craft / Use of Technology
Search Black-owned Agency: Google Brand Studio / San Francisco Client: Google Category: Agency-Initiated & Originated Projects
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Experiential / Interactive Digital Installations
Alone With Me Agency: Spotify In-House Client: Spotify Category: Digital Design
r/Bank Agency: R/GA / New York Client: Ally Financial Category: Social Post / Single
Buy With Your Time Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai Client: Al Futtaim IKEA Category: Storytelling
Pizza Hut x IKEA SÄVA Agency: Ogilvy / Hong Kong Client: Pizza Hut Category: Promotional Items / Physical Products
Heinz Ketchup Puzzle Agency: Rethink + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Promotional Items / Physical Products
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Digital Craft
Trendiest Apartment Agency: Ogilvy / Chicago Client: SC Johnson/Pledge Category: Craft / Dynamic Data Visualization
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Direct Marketing
Superb Owl Agency: R/GA California / San Francisco Client: Reddit Category: Innovation & Transformation / Innovation in Direct Marketing
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Direct Marketing
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Brand Partnerships
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Brand Partnerships
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Brand Partnerships
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Long Form Video / Single
SHE SPEAKS Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: PONY MALTA AB InBev Category: Mobile-First Video / Over 15 Seconds
Hunted Agency: Electronic Arts + Motive Studios + Lucasfilm LTD Client: Star Wars: Squadrons Category: Animation / Single

2021 Integrated Silver Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Integrated Branding Campaign

OS_IG21_002S

2021 Integrated Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Integrated Branding Campaign

OS_IG21_003S

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 Health, Wellness & Pharma Silver Pencil

The Bloc / New York

Tribute

Instant Doctor

Film / Health & Wellness

OS_HW21_008S

2021 Digital Craft Silver Pencil

BBH / New York + Not to Scale / New York + STATE / Los Angeles

Google

Google Black-Owned Friday

Visual & Audio Craft / Music

OS_DC21_010S

2021 Design Silver Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Craft / Art Direction

OS_DE21_030S

2021 Design Silver Pencil

FIG + CNN

CNN

Donkey & Elephant

Craft / Art Direction

OS_DE21_031S

2021 Film Silver Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_FI21_041S

2021 Public Relations Silver Pencil

VMLY&R / Dubai

General Mills - Betty Crocker

The Kitchen is for Everyone

Brand Transformation

OS_PR21_013S

2021 Public Relations Silver Pencil

We Believers / New York

Burger King Global

Cows' Menu

Brand Transformation

OS_PR21_014S

2021 Moving Image Craft Silver Pencil

Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo

Toyota Motor Corporation / Toyota Motor North America

Upstream

Cinematography / Single

OS_MI21_018S

2021 Out of Home Silver Pencil

Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg

AB InBev

Cold Tracker

Billboards & Transit / Dynamic Billboards & Transit

OS_OH21_006S

2021 Social Media Silver Pencil

VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's

Wendy's

Wendy's. Now that you mention us.

Innovation & Transformation / Innovation in Social Media

OS_SM21_039S

2021 Film Silver Pencil

Droga5 / New York + Moet Hennessy / New York + Wave Studios / New York + Somesuch / New York

Hennessy

Maurice and The Black Bear School

Television & VOD / Long Form - Single

OS_FI21_009S

2021 Out of Home Silver Pencil

Ogilvy Colombia / Bogotá + Darko Films / Quito

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

Mother Blanket

Apparel

OS_OH21_016S

2021 Direct Marketing Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Non-traditional & Guerrilla Marketing

OS_DM21_019S

2021 Direct Marketing Silver Pencil

Grey Argentina / Buenos Aires

Itaú Bank

Pensions Delivery

Non-traditional & Guerrilla Marketing

OS_DM21_020S

2021 Direct Marketing Silver Pencil

GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami

Popeyes Louisiana Kitchen

That Look from Popeyes

Non-traditional & Guerrilla Marketing

OS_DM21_021S

2021 Direct Marketing Silver Pencil

BETC / Paris + General Pop / Paris + La-Bo / Paris

Auberge des Migrants

Migrants on Amazon

Digital & Online / Ecommerce

OS_DM21_018S

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 Film Silver Pencil

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

Unilever / Dove

Courage is Beautiful

Television & VOD / Short Form - Single

OS_FI21_003S

2021 Out of Home Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential & Installations / Experiential & Immersive

OS_OH21_013S

2021 Music & Sound Craft Silver Pencil

Factory / London

Volkswagen

See The Unseen

Sound Editing

OS_MS21_020S

2021 Interactive & Online Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Interactive

OS_IN21_022S

2021 Film Silver Pencil

Droga5 / London + Biscuit Filmworks / London

Setapp

Don't Get Sidetracked. Get Setapp.

Online Films & Video / Long Form - Series

OS_FI21_027S

2021 Moving Image Craft Silver Pencil

72andSunny / Amsterdam

The Coca-Cola Company

Open Like Never Before

Writing / Single

OS_MI21_007S

2021 Moving Image Craft Silver Pencil

Goodby Silverstein & Partners / San Francisco

Google / United Nations / Tribeca Enterprises

Life Below Water

Writing / Single

OS_MI21_008S

2021 Moving Image Craft Silver Pencil

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

Nike

You Can't Stop Us

Writing / Single

OS_MI21_009S

2021 Social Media Silver Pencil

TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne

Tourism New Zealand

PLAY NZ

Livestream

OS_SM21_015S

2021 Branded Entertainment Silver Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Experiential / Brand Installations

OS_BE21_011S

2021 Branded Entertainment Silver Pencil

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

Mondelez / Oreo

The OREO Doomsday Vault

Experiential / Brand Installations

OS_BE21_012S

2021 Social Media Silver Pencil

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

Change the Ref

The Unfinished Votes

Craft / Use of Technology

OS_SM21_038S

2021 In-House Silver Pencil

Google Brand Studio / San Francisco

Google

Search Black-owned

Agency-Initiated & Originated Projects

OS_IH21_003S

2021 Interactive & Online Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential / Interactive Digital Installations

OS_IN21_014S

2021 Design Silver Pencil

Spotify In-House

Spotify

Alone With Me

Digital Design

OS_DE21_020S

2021 Social Media Silver Pencil

R/GA / New York

Ally Financial

r/Bank

Social Post / Single

OS_SM21_009S

2021 Creative Use of Data Silver Pencil

Memac Ogilvy / Dubai + Goldmine Films / Dubai

Al Futtaim IKEA

Buy With Your Time

Storytelling

OS_CU21_006S

2021 Print Silver Pencil

Ogilvy / Hong Kong

Pizza Hut

Pizza Hut x IKEA SÄVA

Promotional Items / Physical Products

OS_PT21_015S

2021 Print Silver Pencil

Rethink + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz Ketchup Puzzle

Promotional Items / Physical Products

OS_PT21_016S

2021 Digital Craft Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Innovation & Transformation / Innovation in Digital Craft

OS_DC21_013S

2021 Experiential & Immersive Silver Pencil

Ogilvy / Chicago

SC Johnson/Pledge

Trendiest Apartment

Craft / Dynamic Data Visualization

OS_EX21_023S

2021 Direct Marketing Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_035S

2021 Direct Marketing Silver Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_036S

2021 Direct Marketing Silver Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_037S

2021 Integrated Silver Pencil

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

Michelob ULTRA

Contract for Change

Brand Partnerships

OS_IG21_009S

2021 Integrated Silver Pencil

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

The J. M. Smucker Company / Jif

#JifvsGIF

Brand Partnerships

OS_IG21_010S

2021 Integrated Silver Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Brand Partnerships

OS_IG21_011S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Long Form Video / Single

OS_BE21_004S

2021 Mobile Silver Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

PONY MALTA AB InBev

SHE SPEAKS

Mobile-First Video / Over 15 Seconds

OS_MO21_007S

2021 Moving Image Craft Silver Pencil

Electronic Arts + Motive Studios + Lucasfilm LTD

Star Wars: Squadrons

Hunted

Animation / Single

OS_MI21_021S

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