The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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

Instant Doctor Agency: The Bloc / New York Client: Tribute Category: Film / Health & Wellness
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
Fantastic Voyage Agency: 72andSunny / Los Angeles + Partizan + Work Editorial + Mathematic Client: Adobe Photoshop Category: Visual Effects / Single
Upstream Agency: Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo Client: Toyota Motor Corporation / Toyota Motor North America Category: Visual Effects / Single
Marital Bliss Agency: TBWA Hunt Lascaris / Johannesburg + Produce Sound / Johannesburg Client: City Lodge Hotel Group Category: Craft / Writing - Single
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
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
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Brand Voice
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Online Advertising / Native Ads
Calorie Burning URL Agency: DDB / Chicago + Connect + ICF Next + Alma DDB / Miami Client: Miller Lite Category: Innovation & Transformation / Innovation in Print
The 2030 Calculator Agency: FARM / Stockholm Client: Doconomy Category: Digital Product
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Craft / Animation
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
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Social Channel / Single Platform
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
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
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Craft / Use of Technology
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: User-Generated Content
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Branded Content
The Artist Agency: Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai Client: Savlon Category: Branded Content
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Gaming / Branded Games
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: Physical Product & Mobile Integration
Certified Story Time- Super Fresh Granny Agency: MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago Client: General Motors Certified Pre-Owned Category: Craft / Writing
Virtual Sentosa Agency: BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore Client: Sentosa Development Corporation Category: Innovation & Transformation / Innovation in Lockdown
Bigger Picture Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica Client: Budweiser Category: Innovation & Transformation / Innovation in Lockdown
Victoria 1.8 Agency: Ogilvy / Mexico Client: AB InBev Grupo Modelo Mexico Category: Innovation & Transformation / Innovation in Lockdown
Signal for Help Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation Client: Canadian Women’s Foundation 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: 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
Never Lost Agency: Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York Client: Facebook Category: User-Generated Content
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Items
The Travis Scott Meal Agency: Wieden+Kennedy / New York + McDonald's + Travis Scott + The Narrative Group Client: McDonald's Category: Single Country or Region / Consumer / Brand
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: Promotional / Collateral Items
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Innovation & Transformation / Innovation in Branded Entertainment
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
Google Black-Owned Friday Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles Client: Google Category: Community Building
True Fashion Agency: AlmapBBDO / Sao Paulo + Gomus Client: Alpargatas Category: Posters / Series
Mothers Smile Strong Agency: VMLY&R / Dubai Client: Colgate Category: Posters / Series
The Match of Ages Agency: We Believers / New York Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Craft / Use of Visuals

2021 Health, Wellness & Pharma Silver Pencil

The Bloc / New York

Tribute

Instant Doctor

Film / Health & Wellness

OS_HW21_008S

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 Moving Image Craft Silver Pencil

72andSunny / Los Angeles + Partizan + Work Editorial + Mathematic

Adobe Photoshop

Fantastic Voyage

Visual Effects / Single

OS_MI21_026S

2021 Moving Image Craft Silver Pencil

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

Toyota Motor Corporation / Toyota Motor North America

Upstream

Visual Effects / Single

OS_MI21_027S

2021 Radio & Audio Silver Pencil

TBWA Hunt Lascaris / Johannesburg + Produce Sound / Johannesburg

City Lodge Hotel Group

Marital Bliss

Craft / Writing - Single

OS_RA21_012S

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

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 Public Relations Silver Pencil

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

Michelob ULTRA

Contract for Change

Brand Voice

OS_PR21_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 Print Silver Pencil

DDB / Chicago + Connect + ICF Next + Alma DDB / Miami

Miller Lite

Calorie Burning URL

Innovation & Transformation / Innovation in Print

OS_PT21_029S

2021 IP & Products Silver Pencil

FARM / Stockholm

Doconomy

The 2030 Calculator

Digital Product

OS_IP21_006S

2021 Design Silver Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Craft / Animation

OS_DE21_037S

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 Social Media Silver Pencil

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

Auberge des Migrants

Migrants on Amazon

Social Channel / Single Platform

OS_SM21_003S

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 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 Branded Entertainment Silver Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Craft / Use of Technology

OS_BE21_023S

2021 Branded Entertainment Silver Pencil

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

Heinz Ketchup

Draw Ketchup

User-Generated Content

OS_BE21_018S

2021 Health, Wellness & Pharma Silver Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Branded Content

OS_HW21_002S

2021 Health, Wellness & Pharma Silver Pencil

Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai

Savlon

The Artist

Branded Content

OS_HW21_003S

2021 Interactive & Online Silver Pencil

R/GA / New York + Momentum Worldwide / New York

Verizon

Verizon Fortnite Stadium

Gaming / Branded Games

OS_IN21_018S

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 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 Interactive & Online Silver Pencil

MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago

General Motors Certified Pre-Owned

Certified Story Time- Super Fresh Granny

Craft / Writing

OS_IN21_020S

2021 Public Relations Silver Pencil

BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore

Sentosa Development Corporation

Virtual Sentosa

Innovation & Transformation / Innovation in Lockdown

OS_PR21_030S

2021 Public Relations Silver Pencil

DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica

Budweiser

Bigger Picture

Innovation & Transformation / Innovation in Lockdown

OS_PR21_031S

2021 Public Relations Silver Pencil

Ogilvy / Mexico

AB InBev Grupo Modelo Mexico

Victoria 1.8

Innovation & Transformation / Innovation in Lockdown

OS_PR21_032S

2021 Public Relations Silver Pencil

TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation

Canadian Women’s Foundation

Signal for Help

Innovation & Transformation / Innovation in Lockdown

OS_PR21_033S

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 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 Direct Marketing Silver Pencil

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

Mastercard

True Name

Physical Items

OS_DM21_004S

2021 Creative Effectiveness Silver Pencil

Wieden+Kennedy / New York + McDonald's + Travis Scott + The Narrative Group

McDonald's

The Travis Scott Meal

Single Country or Region / Consumer / Brand

OS_CE21_010S

2021 Design Silver Pencil

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

Heinz Ketchup

Draw Ketchup

Promotional / Collateral Items

OS_DE21_013S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Innovation & Transformation / Innovation in Branded Entertainment

OS_BE21_027S

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 Public Relations Silver Pencil

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

Google

Google Black-Owned Friday

Community Building

OS_PR21_007S

2021 Print Silver Pencil

AlmapBBDO / Sao Paulo + Gomus

Alpargatas

True Fashion

Posters / Series

OS_PT21_009S

2021 Print Silver Pencil

VMLY&R / Dubai

Colgate

Mothers Smile Strong

Posters / Series

OS_PT21_010S

2021 Film Silver Pencil

We Believers / New York

Corona

The Match of Ages

Innovation & Transformation / Innovation in Lockdown

OS_FI21_041S

2021 Social Media Silver Pencil

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

Unilever / Dove

Courage is Beautiful

Craft / Use of Visuals

OS_SM21_037S

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