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

Give for good Agency: BETC / Paris + General Pop / Paris Client: Lacoste Category: Promotional Items / Physical Products
HOPE TAPE Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul Client: Korean National Police Agency Category: Promotional Items / Physical Products
Secret Menu Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney Client: KFC Australia Category: Stunts & Activations
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Use of Vertical Video
Your Uniform, Your Way Agency: Jones Knowles Ritchie / New York Client: Burger King Category: Branding / Branded Item
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 Product & Mobile Integration
Trapped Agency: Area 23, An FCB Health Network Company / New York + Insmed Incorporated / Bridgewater, NJ, USA + Jamute / Sao Paulo, Brazil + Passion Pictures / London Client: Insmed Incorporated/NTMFacts.com Category: Animation / Single
Give a little Love Agency: Pulse Films + adam&eveDDB / London Client: John Lewis Category: Animation / Single
Whatever It Takes Agency: AMV BBDO / London Client: Macmillan Cancer Support Category: Direction / Single
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Direction / Single
The whole working-from-home thing Agency: SMUGGLER + Apple Client: Apple Category: Direction / Single
Medal of Honor: Above and Beyond Agency: Oculus / Irvine, CA + Jam3 / Toronto + Respawn / Los Angeles + Electronic Arts / San Mateo, CA Client: Oculus / Respawn Category: UX / UI / Interface Design
The Carbon-Neutral Net Agency: TAXI / TYPE1 / Toronto Client: Volkswagen Category: Websites
Naming the invisible by Digital Birth Registration Agency: Ogilvy Pakistan / Islamabad Client: Telenor Pakistan Category: Craft / Use of Technology
#StillSpeakingUp Deeptruth Agency: Publicis WW / Mexico Client: Propuesta Cívica AC Category: Craft / Use of Technology
Tipping Point Agency: DDB / Paris + Pinkman.tv / Paris + Machine / London Client: Ubisoft Category: Sound Design
Messi 644 Agency: Deutsch / New York + Octagon + draftLine / New York + Copa90 Client: Budweiser Category: Influencer Marketing / Single Channel
Food Influencers Tasting Dog Food Agency: Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore Client: Furry’s Kitchen Category: Influencer Marketing / Single Channel
Meddle in the New Zealand Election Agency: Special Group / New Zealand + Sweetshop + Poem / Australia Client: Every Kiwi Vote Counts Category: Craft / Writing
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Online Films & Video / Short Form - Single
Colors of the World Agency: Crayola + dentsumcgarrybowen / New York Client: Crayola Category: Creative Effectiveness / Consumer / Brand
The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Creative Effectiveness / Consumer / Brand
Google Black-Owned Friday Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles Client: Google Category: Active Engagement / Call to Action
Microcodes Agency: CHE Proximity / Australia + Heckler / Sydney Client: Samsung Category: Active Engagement / Call to Action
Signal for Help Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation Client: Canadian Women’s Foundation Category: Active Engagement / Call to Action
The Artist Agency: Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai Client: Savlon Category: Film / Health & Wellness
Diagnosing Epilepsy Type Agency: The Bloc / New York Client: Greenwich Biosciences / Epidiolex Category: Branding
Publicly Traded Agency: FCB/SIX / Toronto Client: LifeStyles Healthcare Category: Innovation & Transformation / Innovation in Health & Wellness
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: Innovation & Transformation / Innovation in Health & Wellness
Together, A Short Film You Can Buy Agency: CALLEN + Psyop Client: National YoungArts Foundation Category: Innovation & Transformation / Innovation in Lockdown
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Media Relations
Safe Waze 2 Shop Agency: McCann Poland / Warszawa + McCann Canada / Toronto Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Chain Reaction Agency: Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles Client: HP Category: Original Music / Score
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Short Form Video / Single
Kobe - Better Agency: Wieden+Kennedy / Portland + PRETTYBIRD + Spot Welders + Joint Editorial Client: Nike Category: Short Form Video / Single
Cover Our Community Agency: Chemistry / Atlanta Client: Big Facts Small Acts Category: Public Relations
Bigger Picture Agency: DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York Client: Budweiser Category: Public Relations
The Call Agency: The Bloc / New York Client: EmpowHer NY Category: Public Relations
Water Index Agency: Havas Turkey / İstanbul Client: Reckitt / Finish Category: Real-Time
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: Real-Time
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: UX / UI / Utility / Ecommerce
Tubbataha Coral Rip Agency: TBWA\Santiago Mangada Puno / Makati City + Tubbataha Reefs Natural Park and World Heritage Site / Puerto Princesa City, Palawan Client: Tubbataha Reefs Natural Park & World Heritage Site Category: Craft / Printing & Paper Craft
Crane Brand Identity Agency: COLLINS + Crane Paper Company Client: Crane Category: Branding / Identity System
Good Morning World Agency: Special Group / New Zealand + Sweetshop Client: Tourism New Zealand Category: Multi-Country or Global / Consumer / Brand
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 Digital Craft
Proud Parent Agency: OREO + 360i / New York Client: Mondelēz International, Inc. Category: Casting
If you're outdoors you need to protect yourself. Agency: McCann / Lima Client: League Against Cancer Peru Category: Billboards & Transit / Single
The Black Plaque Project Agency: Havas / London + Havas Media Group / London Client: Nubian Jak Community Trust Category: Experiential & Installations / Brand Installations
The River Apartments Agency: McCann Colombia / Bogotá Client: Banco de Bogotá Category: Experiential & Installations / Brand Installations
UNI-FORM Agency: Ogilvy / Taiwan + Ogilvy / Hong Kong Client: VOGUE Category: Service Design / Customer Experience (CX)

2021 Print Bronze Pencil

BETC / Paris + General Pop / Paris

Lacoste

Give for good

Promotional Items / Physical Products

OS_PT21_017B

2021 Print Bronze Pencil

Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul

Korean National Police Agency

HOPE TAPE

Promotional Items / Physical Products

OS_PT21_018B

2021 Social Media Bronze Pencil

Ogilvy Australia / Sydney + Ogilvy PR / Sydney

KFC Australia

Secret Menu

Stunts & Activations

OS_SM21_029B

2021 Moving Image Craft Bronze Pencil

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

Starburst Swirlers

Best Enjoyed Vertically

Use of Vertical Video

OS_MI21_029B

2021 Design Bronze Pencil

Jones Knowles Ritchie / New York

Burger King

Your Uniform, Your Way

Branding / Branded Item

OS_DE21_003B

2021 Mobile Bronze Pencil

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

Woojer

SICK BEATS

Physical Product & Mobile Integration

OS_MO21_009B

2021 Moving Image Craft Bronze Pencil

Area 23, An FCB Health Network Company / New York + Insmed Incorporated / Bridgewater, NJ, USA + Jamute / Sao Paulo, Brazil + Passion Pictures / London

Insmed Incorporated/NTMFacts.com

Trapped

Animation / Single

OS_MI21_022B

2021 Moving Image Craft Bronze Pencil

Pulse Films + adam&eveDDB / London

John Lewis

Give a little Love

Animation / Single

OS_MI21_023B

2021 Moving Image Craft Bronze Pencil

AMV BBDO / London

Macmillan Cancer Support

Whatever It Takes

Direction / Single

OS_MI21_004B

2021 Moving Image Craft Bronze Pencil

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

Diesel

Francesca

Direction / Single

OS_MI21_005B

2021 Moving Image Craft Bronze Pencil

SMUGGLER + Apple

Apple

The whole working-from-home thing

Direction / Single

OS_MI21_006B

2021 Digital Craft Bronze Pencil

Oculus / Irvine, CA + Jam3 / Toronto + Respawn / Los Angeles + Electronic Arts / San Mateo, CA

Oculus / Respawn

Medal of Honor: Above and Beyond

UX / UI / Interface Design

OS_DC21_004B

2021 Interactive & Online Bronze Pencil

TAXI / TYPE1 / Toronto

Volkswagen

The Carbon-Neutral Net

Websites

OS_IN21_002B

2021 Direct Marketing Bronze Pencil

Ogilvy Pakistan / Islamabad

Telenor Pakistan

Naming the invisible by Digital Birth Registration

Craft / Use of Technology

OS_DM21_031B

2021 Direct Marketing Bronze Pencil

Publicis WW / Mexico

Propuesta Cívica AC

#StillSpeakingUp Deeptruth

Craft / Use of Technology

OS_DM21_032B

2021 Music & Sound Craft Bronze Pencil

DDB / Paris + Pinkman.tv / Paris + Machine / London

Ubisoft

Tipping Point

Sound Design

OS_MS21_016B

2021 Social Media Bronze Pencil

Deutsch / New York + Octagon + draftLine / New York + Copa90

Budweiser

Messi 644

Influencer Marketing / Single Channel

OS_SM21_032B

2021 Social Media Bronze Pencil

Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore

Furry’s Kitchen

Food Influencers Tasting Dog Food

Influencer Marketing / Single Channel

OS_SM21_033B

2021 Integrated Bronze Pencil

Special Group / New Zealand + Sweetshop + Poem / Australia

Every Kiwi Vote Counts

Meddle in the New Zealand Election

Craft / Writing

OS_IG21_015B

2021 Film Bronze Pencil

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

Unilever / Dove

Courage is Beautiful

Online Films & Video / Short Form - Single

OS_FI21_014B

2021 Creative Effectiveness Bronze Pencil

Crayola + dentsumcgarrybowen / New York

Crayola

Colors of the World

Creative Effectiveness / Consumer / Brand

OS_CE21_005B

2021 Creative Effectiveness Bronze Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Creative Effectiveness / Consumer / Brand

OS_CE21_006B

2021 Social Media Bronze Pencil

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

Google

Google Black-Owned Friday

Active Engagement / Call to Action

OS_SM21_025B

2021 Social Media Bronze Pencil

CHE Proximity / Australia + Heckler / Sydney

Samsung

Microcodes

Active Engagement / Call to Action

OS_SM21_026B

2021 Social Media Bronze Pencil

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

Canadian Women’s Foundation

Signal for Help

Active Engagement / Call to Action

OS_SM21_027B

2021 Health, Wellness & Pharma Bronze Pencil

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

Savlon

The Artist

Film / Health & Wellness

OS_HW21_009B

2021 Health, Wellness & Pharma Bronze Pencil

The Bloc / New York

Greenwich Biosciences / Epidiolex

Diagnosing Epilepsy Type

Branding

OS_HW21_006B

2021 Health, Wellness & Pharma Bronze Pencil

FCB/SIX / Toronto

LifeStyles Healthcare

Publicly Traded

Innovation & Transformation / Innovation in Health & Wellness

OS_HW21_027B

2021 Health, Wellness & Pharma Bronze Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

Innovation & Transformation / Innovation in Health & Wellness

OS_HW21_028B

2021 Film Bronze Pencil

CALLEN + Psyop

National YoungArts Foundation

Together, A Short Film You Can Buy

Innovation & Transformation / Innovation in Lockdown

OS_FI21_042B

2021 Public Relations Bronze Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Media Relations

OS_PR21_002B

2021 Creative Use of Data Bronze Pencil

McCann Poland / Warszawa + McCann Canada / Toronto

Mastercard

Safe Waze 2 Shop

Innovation & Transformation / Innovation in Lockdown

OS_CU21_012B

2021 Music & Sound Craft Bronze Pencil

Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles

HP

Chain Reaction

Original Music / Score

OS_MS21_013B

2021 Branded Entertainment Bronze Pencil

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

Beats by Dr. Dre

You Love Me

Short Form Video / Single

OS_BE21_002B

2021 Branded Entertainment Bronze Pencil

Wieden+Kennedy / Portland + PRETTYBIRD + Spot Welders + Joint Editorial

Nike

Kobe - Better

Short Form Video / Single

OS_BE21_003B

2021 Health, Wellness & Pharma Bronze Pencil

Chemistry / Atlanta

Big Facts Small Acts

Cover Our Community

Public Relations

OS_HW21_020B

2021 Health, Wellness & Pharma Bronze Pencil

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

Budweiser

Bigger Picture

Public Relations

OS_HW21_021B

2021 Health, Wellness & Pharma Bronze Pencil

The Bloc / New York

EmpowHer NY

The Call

Public Relations

OS_HW21_022B

2021 Creative Use of Data Bronze Pencil

Havas Turkey / İstanbul

Reckitt / Finish

Water Index

Real-Time

OS_CU21_009B

2021 Creative Use of Data Bronze Pencil

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

Woojer

SICK BEATS

Real-Time

OS_CU21_010B

2021 Digital Craft Bronze Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

UX / UI / Utility / Ecommerce

OS_DC21_003B

2021 Design Bronze Pencil

TBWA\Santiago Mangada Puno / Makati City + Tubbataha Reefs Natural Park and World Heritage Site / Puerto Princesa City, Palawan

Tubbataha Reefs Natural Park & World Heritage Site

Tubbataha Coral Rip

Craft / Printing & Paper Craft

OS_DE21_039B

2021 Design Bronze Pencil

COLLINS + Crane Paper Company

Crane

Crane Brand Identity

Branding / Identity System

OS_DE21_005B

2021 Creative Effectiveness Bronze Pencil

Special Group / New Zealand + Sweetshop

Tourism New Zealand

Good Morning World

Multi-Country or Global / Consumer / Brand

OS_CE21_015B

2021 Digital Craft Bronze 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 Digital Craft

OS_DC21_014B

2021 Moving Image Craft Bronze Pencil

OREO + 360i / New York

Mondelēz International, Inc.

Proud Parent

Casting

OS_MI21_033B

2021 Out of Home Bronze Pencil

McCann / Lima

League Against Cancer Peru

If you're outdoors you need to protect yourself.

Billboards & Transit / Single

OS_OH21_002B

2021 Out of Home Bronze Pencil

Havas / London + Havas Media Group / London

Nubian Jak Community Trust

The Black Plaque Project

Experiential & Installations / Brand Installations

OS_OH21_010B

2021 Out of Home Bronze Pencil

McCann Colombia / Bogotá

Banco de Bogotá

The River Apartments

Experiential & Installations / Brand Installations

OS_OH21_011B

2021 Design Bronze Pencil

Ogilvy / Taiwan + Ogilvy / Hong Kong

VOGUE

UNI-FORM

Service Design / Customer Experience (CX)

OS_DE21_028B

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