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

Trendiest Apartment Agency: Ogilvy / Chicago Client: SC Johnson/Pledge Category: Craft / Dynamic Data Visualization
Pizza Hut x IKEA SÄVA Agency: Ogilvy / Hong Kong Client: Pizza Hut Category: Promotional Items / Physical Products
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Promotional Items / Physical Products
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Physical Product & Mobile Integration
Hunted Agency: Electronic Arts + Motive Studios + Lucasfilm LTD Client: Star Wars: Squadrons Category: Animation / Single
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: Custom / User-Generated Content
A Career-Limiting Campaign Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Online Films & Video / Short Form - Series
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore Client: Essity Bodyform/Libresse Category: Direction / Single
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Craft / Use of Sound
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
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
The UNSeen Story Agency: MullenLowe / New York + UN Women + MediaHub Client: UN Women Category: Out of Home / Series
#ENDviolence "More Than A Mark" Agency: BBDO Group Germany GmbH + BWGTBLD GmbH / Berlin Client: UNICEF Deutschland Category: Sound Design
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
Pedestal Project Agency: BBDO / New York Client: Color of Change Category: Active Engagement / Call to Action
Enjoy Before Returning Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London Client: Diesel Category: Active Engagement / Call to Action
MTN DEW Major Million Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York Client: MTN DEW Category: Active Engagement / Call to Action
The MET Unframed Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York Client: Verizon Category: Brand Partnerships
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Online Advertising / Native Ads
Buy With Your Time Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai Client: Al Futtaim IKEA Category: Storytelling
Instant Doctor Agency: The Bloc / New York Client: Tribute Category: Film / Health & Wellness
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Never Lost Agency: Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York Client: Facebook Category: User-Generated Content
Shot on iPhone 11 Pro—Hermitage Agency: TBWA\Media Arts Lab / London Client: Apple, Inc. Category: Full Length Video / Single or Series / Episodic
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Digital & Online / Ecommerce
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
SICK BEATS Agency: Woojer / Herzliya, Israel + Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA Client: Woojer Category: Experiential Music & Sound
Farewell, Work Holiday Parties Agency: DDB / Chicago + Arts & Sciences + Arcade + LIME Studios Client: Miller Lite Category: Craft / Art Direction
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
Undercover Avatar Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris Client: Association L'Enfant Bleu Category: Influencer Marketing / Multi-Channel
#ZigTheRunway Agency: Venables Bell + Partners + Reebok + Lumberyard + Wildlife LA Client: Reebok Category: Influencer Marketing / Multi-Channel
SHE SPEAKS Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: PONY MALTA AB InBev Category: Mobile-First Video / Over 15 Seconds
Sperm Positive: The Baby That Changed HIV Agency: DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland Client: New Zealand AIDS Foundation, Body Positive, Positive Women Category: Public Relations
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Public Relations
NarcoStore Agency: Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá Client: Colombia con Memoria Foundation Category: UX / UI / Utility / Ecommerce
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
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Casting
The eye opening test Agency: BETC / Paris + General Pop / Paris Client: Droit de regard Category: Experiential & Installations / Brand Installations
McDo Agency: NORD DDB / Stockholm Client: McDonald's Scandinavia Category: Experiential & Installations / Brand Installations
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Long Form Video / Single
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Experiential / Interactive Digital Installations
Helpy Hour Agency: Happiness / an FCB alliance / Brussels + BLISS / Saigon Client: FEDCAF Category: Out of Home / P.O.P. & In-Store
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Out of Home / P.O.P. & In-Store
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
Marital Bliss Agency: TBWA Hunt Lascaris / Johannesburg + Produce Sound / Johannesburg Client: City Lodge Hotel Group Category: Broadcast / Single
Look To Speak Agency: Google Creative Lab Client: Google Category: Innovation & Transformation / Innovation in Mobile
Mother Blanket Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Apparel
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
The big danish bacon pre-roll Agency: Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen Client: Danish Crown Category: Online Films & Video / Pre-Roll - Single

2021 Experiential & Immersive Silver Pencil

Ogilvy / Chicago

SC Johnson/Pledge

Trendiest Apartment

Craft / Dynamic Data Visualization

OS_EX21_023S

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

Kraft Heinz Canada

Heinz Ketchup Puzzle

Promotional Items / Physical Products

OS_PT21_016S

2021 Mobile Silver Pencil

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

City of Chicago

Boards of Change

Physical Product & Mobile Integration

OS_MO21_008S

2021 Moving Image Craft Silver Pencil

Electronic Arts + Motive Studios + Lucasfilm LTD

Star Wars: Squadrons

Hunted

Animation / Single

OS_MI21_021S

2021 Music & Sound Craft Silver Pencil

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

Woojer

SICK BEATS

Custom / User-Generated Content

OS_MS21_005S

2021 Film Silver Pencil

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

Global Women

A Career-Limiting Campaign

Online Films & Video / Short Form - Series

OS_FI21_015S

2021 Moving Image Craft Silver Pencil

AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore

Essity Bodyform/Libresse

#wombstories

Direction / Single

OS_MI21_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 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 Direct Marketing Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_DM21_030S

2021 Design Silver Pencil

MullenLowe / New York + UN Women + MediaHub

UN Women

The UNSeen Story

Out of Home / Series

OS_DE21_022S

2021 Music & Sound Craft Silver Pencil

BBDO Group Germany GmbH + BWGTBLD GmbH / Berlin

UNICEF Deutschland

#ENDviolence "More Than A Mark"

Sound Design

OS_MS21_015S

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 Social Media Silver Pencil

BBDO / New York

Color of Change

Pedestal Project

Active Engagement / Call to Action

OS_SM21_022S

2021 Social Media Silver Pencil

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

Diesel

Enjoy Before Returning

Active Engagement / Call to Action

OS_SM21_023S

2021 Social Media Silver Pencil

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

MTN DEW

MTN DEW Major Million

Active Engagement / Call to Action

OS_SM21_024S

2021 In-House Silver Pencil

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

Verizon

The MET Unframed

Brand Partnerships

OS_IH21_012S

2021 Interactive & Online Silver Pencil

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

Auberge des Migrants

Migrants on Amazon

Online Advertising / Native Ads

OS_IN21_006S

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 Health, Wellness & Pharma Silver Pencil

The Bloc / New York

Tribute

Instant Doctor

Film / Health & Wellness

OS_HW21_008S

2021 Interactive & Online Silver Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_IN21_024S

2021 Film Silver Pencil

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

Facebook

Never Lost

User-Generated Content

OS_FI21_035S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / London

Apple, Inc.

Shot on iPhone 11 Pro—Hermitage

Full Length Video / Single or Series / Episodic

OS_BE21_005S

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 Film Silver Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_FI21_041S

2021 Music & Sound Craft Silver Pencil

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

Woojer

SICK BEATS

Experiential Music & Sound

OS_MS21_003S

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 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 Social Media Silver Pencil

Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris

Association L'Enfant Bleu

Undercover Avatar

Influencer Marketing / Multi-Channel

OS_SM21_034S

2021 Social Media Silver Pencil

Venables Bell + Partners + Reebok + Lumberyard + Wildlife LA

Reebok

#ZigTheRunway

Influencer Marketing / Multi-Channel

OS_SM21_035S

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 Health, Wellness & Pharma Silver Pencil

DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland

New Zealand AIDS Foundation, Body Positive, Positive Women

Sperm Positive: The Baby That Changed HIV

Public Relations

OS_HW21_018S

2021 Health, Wellness & Pharma Silver Pencil

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

United4Rescue

Drowned Requiem

Public Relations

OS_HW21_019S

2021 Digital Craft Silver Pencil

Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá

Colombia con Memoria Foundation

NarcoStore

UX / UI / Utility / Ecommerce

OS_DC21_002S

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 Moving Image Craft Silver Pencil

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

Unilever / Dove

Courage is Beautiful

Casting

OS_MI21_032S

2021 Out of Home Silver Pencil

BETC / Paris + General Pop / Paris

Droit de regard

The eye opening test

Experiential & Installations / Brand Installations

OS_OH21_008S

2021 Out of Home Silver Pencil

NORD DDB / Stockholm

McDonald's Scandinavia

McDo

Experiential & Installations / Brand Installations

OS_OH21_009S

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 Interactive & Online Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Experiential / Interactive Digital Installations

OS_IN21_014S

2021 Direct Marketing Silver Pencil

Happiness / an FCB alliance / Brussels + BLISS / Saigon

FEDCAF

Helpy Hour

Out of Home / P.O.P. & In-Store

OS_DM21_006S

2021 Direct Marketing Silver Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Out of Home / P.O.P. & In-Store

OS_DM21_007S

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 Radio & Audio Silver Pencil

TBWA Hunt Lascaris / Johannesburg + Produce Sound / Johannesburg

City Lodge Hotel Group

Marital Bliss

Broadcast / Single

OS_RA21_002S

2021 Mobile Silver Pencil

Google Creative Lab

Google

Look To Speak

Innovation & Transformation / Innovation in Mobile

OS_MO21_012S

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 Experiential & Immersive Silver Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_EX21_019S

2021 Film Silver Pencil

Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen

Danish Crown

The big danish bacon pre-roll

Online Films & Video / Pre-Roll - Single

OS_FI21_029S

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