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

Maurice and The Black Bear School Agency: Droga5 / New York + Moet Hennessy / New York + Somesuch / New York + The Mill / New York Client: Hennessy Category: Cinema Advertising
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
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Reputation Management
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Use of Vertical Video
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Craft / Art Direction
Hometown — Shot on iPhone by Phillip Youmans Agency: TBWA\Media Arts Lab / Los Angeles + Apple Client: Apple, Inc. Category: Craft / Art Direction
Radio Recliner Agency: Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta Client: Bridge Senior Living Category: Radio & Audio
Maurice and The Black Bear School Agency: Droga5 / New York + Moet Hennessy / New York + Somesuch / New York + Wave Studios / New York Client: Hennessy Category: Online Films & Video / Long Form - Single
A Career-Limiting Film Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Online Films & Video / Long Form - Single
Nobody Is Normal Agency: The Gate / London + BlinkInk / London + Rowdy / London + Childline / London Client: Childline Category: Online Films & Video / Long Form - Single
Kobe - Better Agency: Wieden+Kennedy / Portland + PRETTYBIRD + Joint Editorial + a52 Client: Nike Category: Online Films & Video / Long Form - Single
You Can't Stop Sisters Agency: Wieden+Kennedy / Portland + Joint Editorial + a52 Client: Nike Category: Online Films & Video / Long Form - Single
Diagnosing Epilepsy Type Agency: The Bloc / New York Client: Greenwich Biosciences / Epidiolex Category: Branding
Baby Proof Spotify Ads Agency: Rethink / Toronto/Montreal/Vancouver + IKEA Canada / Toronto Client: IKEA Canada Category: Online / Streaming Audio Advertising
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: Billboards & Transit / Series
Logos, Your Way Agency: Jones Knowles Ritchie / New York Client: Burger King Category: Branding / Logo
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
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
The Illegal Blood Bank Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency Client: LADbible Group Category: Single Country or Region / Non-Profit / Charity
The Anticorruption Hackathon Agency: WMC Grey / Prague + Grey / Europe Client: Znamkamarada Category: Single Country or Region / Non-Profit / Charity
The Clean Jersey Swap Agency: Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati Client: Procter & Gamble - Tide Category: Current Event Response
Good Morning World Agency: Special Group / New Zealand + Special Group / Australia + Sweetshop Client: Tourism New Zealand Category: Multi-Country or Global / Consumer / Brand
The Endless Letter On Instagram Stories Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow Client: RT Category: Social Impact
We Create Agency: Facebook company / New York + The Creative Collective NYC / New York + Shoot To Kill NYC Client: Instagram Category: Social Impact
Birds Records ('Dich' by Ivan Dorn) Agency: BBDO / Moscow + Petrik Animation Studio / Moscow + Universal Music Russia / Moscow Client: WWF Russia, Yandex.Music Category: Craft / Animation
Tipping Point Agency: DDB / Paris + Pinkman.tv / Paris + Machine / London Client: Ubisoft Category: Sound Design
Safe Waze 2 Shop Agency: McCann Poland / Warszawa + McCann Canada / Toronto Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Online Films & Video / Short Form - Single
The River Apartments Agency: McCann Colombia / Bogotá Client: Banco de Bogotá Category: Experiential & Installations / Experiential & Immersive
Secret Menu Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney Client: KFC Australia Category: Stunts & Activations
Abandoned Stations Agency: Cheil / Hong Kong Client: Volkswagen Category: Craft / Art Direction
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
Dogs on Zoom Agency: BBDO / New York Client: Mars Petcare: Pedigree Category: Community Building
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Community Building
Order from McDonald's Agency: Buzzman / Paris Client: Burger King France Category: Newspaper / Single
VAR PROMO Agency: GUT Agency / Buenos Aires Client: NOBLEX Category: Non-traditional & Guerrilla Marketing
She Can Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo Client: Ab InBev / Guarana Antarctica Category: Non-traditional & Guerrilla Marketing
The Carbon-Neutral Net Agency: TAXI / TYPE1 / Toronto Client: Volkswagen Category: Websites
Migrants on Amazon Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris Client: Auberge des Migrants Category: Innovation & Transformation / Innovation in Direct Marketing
It's On Us Agency: LOLA MullenLowe / Madrid Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Direct Marketing
The Endless Letter On Instagram Stories Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow Client: RT Category: Content Series
The Illegal Blood Bank Agency: ELVIS + FreedomToDonate + Hotwire + Jack Agency Client: LADbible Group Category: Creative Effectiveness / Non-Profit / Charity
Sleeping Flags Agency: Rothco, Part of Accenture Interactive / Dublin + O.N.E. Client: O.N.E. Category: Creative Effectiveness / Non-Profit / Charity
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
Saylists Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London Client: Warner Music Group Category: Audio
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Experiential / Immersive Digital Spaces
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Experiential / Immersive Digital Spaces
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Media Relations

2021 Film Bronze Pencil

Droga5 / New York + Moet Hennessy / New York + Somesuch / New York + The Mill / New York

Hennessy

Maurice and The Black Bear School

Cinema Advertising

OS_FI21_031B

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 Public Relations Bronze Pencil

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Reputation Management

OS_PR21_015B

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 Direct Marketing Bronze Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Craft / Art Direction

OS_DM21_028B

2021 Direct Marketing Bronze Pencil

TBWA\Media Arts Lab / Los Angeles + Apple

Apple, Inc.

Hometown — Shot on iPhone by Phillip Youmans

Craft / Art Direction

OS_DM21_029B

2021 Health, Wellness & Pharma Bronze Pencil

Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta

Bridge Senior Living

Radio Recliner

Radio & Audio

OS_HW21_023B

2021 Film Bronze Pencil

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

Hennessy

Maurice and The Black Bear School

Online Films & Video / Long Form - Single

OS_FI21_022B

2021 Film Bronze Pencil

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

Global Women

A Career-Limiting Film

Online Films & Video / Long Form - Single

OS_FI21_023B

2021 Film Bronze Pencil

The Gate / London + BlinkInk / London + Rowdy / London + Childline / London

Childline

Nobody Is Normal

Online Films & Video / Long Form - Single

OS_FI21_024B

2021 Film Bronze Pencil

Wieden+Kennedy / Portland + PRETTYBIRD + Joint Editorial + a52

Nike

Kobe - Better

Online Films & Video / Long Form - Single

OS_FI21_025B

2021 Film Bronze Pencil

Wieden+Kennedy / Portland + Joint Editorial + a52

Nike

You Can't Stop Sisters

Online Films & Video / Long Form - Single

OS_FI21_026B

2021 Health, Wellness & Pharma Bronze Pencil

The Bloc / New York

Greenwich Biosciences / Epidiolex

Diagnosing Epilepsy Type

Branding

OS_HW21_006B

2021 Radio & Audio Bronze Pencil

Rethink / Toronto/Montreal/Vancouver + IKEA Canada / Toronto

IKEA Canada

Baby Proof Spotify Ads

Online / Streaming Audio Advertising

OS_RA21_005B

2021 Out of Home Bronze Pencil

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

Heinz Ketchup

Draw Ketchup

Billboards & Transit / Series

OS_OH21_005B

2021 Design Bronze Pencil

Jones Knowles Ritchie / New York

Burger King

Logos, Your Way

Branding / Logo

OS_DE21_002B

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 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 Creative Effectiveness Bronze Pencil

ELVIS + FreedomToDonate + Hotwire + Jack Agency

LADbible Group

The Illegal Blood Bank

Single Country or Region / Non-Profit / Charity

OS_CE21_013B

2021 Creative Effectiveness Bronze Pencil

WMC Grey / Prague + Grey / Europe

Znamkamarada

The Anticorruption Hackathon

Single Country or Region / Non-Profit / Charity

OS_CE21_014B

2021 Public Relations Bronze Pencil

Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati

Procter & Gamble - Tide

The Clean Jersey Swap

Current Event Response

OS_PR21_018B

2021 Creative Effectiveness Bronze Pencil

Special Group / New Zealand + Special Group / Australia + Sweetshop

Tourism New Zealand

Good Morning World

Multi-Country or Global / Consumer / Brand

OS_CE21_015B

2021 In-House Bronze Pencil

RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow

RT

The Endless Letter On Instagram Stories

Social Impact

OS_IH21_009B

2021 In-House Bronze Pencil

Facebook company / New York + The Creative Collective NYC / New York + Shoot To Kill NYC

Instagram

We Create

Social Impact

OS_IH21_010B

2021 Design Bronze Pencil

BBDO / Moscow + Petrik Animation Studio / Moscow + Universal Music Russia / Moscow

WWF Russia, Yandex.Music

Birds Records ('Dich' by Ivan Dorn)

Craft / Animation

OS_DE21_038B

2021 Music & Sound Craft Bronze Pencil

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

Ubisoft

Tipping Point

Sound Design

OS_MS21_016B

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 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 Out of Home Bronze Pencil

McCann Colombia / Bogotá

Banco de Bogotá

The River Apartments

Experiential & Installations / Experiential & Immersive

OS_OH21_014B

2021 Social Media Bronze Pencil

Ogilvy Australia / Sydney + Ogilvy PR / Sydney

KFC Australia

Secret Menu

Stunts & Activations

OS_SM21_029B

2021 Print Bronze Pencil

Cheil / Hong Kong

Volkswagen

Abandoned Stations

Craft / Art Direction

OS_PT21_020B

2021 Social Media Bronze Pencil

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

Verizon

Verizon Fortnite Stadium

Innovation & Transformation / Innovation in Lockdown

OS_SM21_041B

2021 Public Relations Bronze Pencil

BBDO / New York

Mars Petcare: Pedigree

Dogs on Zoom

Community Building

OS_PR21_008B

2021 Public Relations Bronze Pencil

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

Michelob ULTRA

Contract for Change

Community Building

OS_PR21_009B

2021 Print Bronze Pencil

Buzzman / Paris

Burger King France

Order from McDonald's

Newspaper / Single

OS_PT21_003B

2021 Direct Marketing Bronze Pencil

GUT Agency / Buenos Aires

NOBLEX

VAR PROMO

Non-traditional & Guerrilla Marketing

OS_DM21_022B

2021 Direct Marketing Bronze Pencil

SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo

Ab InBev / Guarana Antarctica

She Can

Non-traditional & Guerrilla Marketing

OS_DM21_023B

2021 Interactive & Online Bronze Pencil

TAXI / TYPE1 / Toronto

Volkswagen

The Carbon-Neutral Net

Websites

OS_IN21_002B

2021 Direct Marketing Bronze Pencil

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

Auberge des Migrants

Migrants on Amazon

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_038B

2021 Direct Marketing Bronze Pencil

LOLA MullenLowe / Madrid

Unilever / Dove

It's On Us

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_039B

2021 In-House Bronze Pencil

RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow

RT

The Endless Letter On Instagram Stories

Content Series

OS_IH21_011B

2021 Creative Effectiveness Bronze Pencil

ELVIS + FreedomToDonate + Hotwire + Jack Agency

LADbible Group

The Illegal Blood Bank

Creative Effectiveness / Non-Profit / Charity

OS_CE21_008B

2021 Creative Effectiveness Bronze Pencil

Rothco, Part of Accenture Interactive / Dublin + O.N.E.

O.N.E.

Sleeping Flags

Creative Effectiveness / Non-Profit / Charity

OS_CE21_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 Branded Entertainment Bronze Pencil

Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London

Warner Music Group

Saylists

Audio

OS_BE21_007B

2021 Interactive & Online Bronze Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Experiential / Immersive Digital Spaces

OS_IN21_016B

2021 Interactive & Online Bronze Pencil

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

Verizon

Verizon Fortnite Stadium

Experiential / Immersive Digital Spaces

OS_IN21_017B

2021 Public Relations Bronze Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Media Relations

OS_PR21_002B

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