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

Bigger Picture Agency: DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York Client: Budweiser Category: Creative Effectiveness / Consumer / Brand
Never Lost Agency: Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York Client: Facebook Category: Creative Effectiveness / Consumer / Brand
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Creative Effectiveness / Consumer / Brand
The Last Dance Deep Fake Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York Client: ESPN / State Farm Category: Creative Effectiveness / Consumer / Brand
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Creative Effectiveness / Consumer / Brand
Astronomical Sales Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai Client: Mastercard Category: Creative Effectiveness / Consumer / Brand
Rephrasing Parenthood Agency: FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai Client: Babyshop Category: Creative Effectiveness / Consumer / Brand
Stream of Lactation Agency: Mekanism / New York + Frida Mom Client: Frida Mom Category: Creative Effectiveness / Consumer / Brand
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Creative Effectiveness / Consumer / Brand
Good Morning World Agency: Special / Auckland + Special / Sydney + Sweetshop Client: Tourism New Zealand Category: Creative Effectiveness / Consumer / Brand
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Creative Effectiveness / Consumer / Brand
The Momentous Moments of Max and Maxine Agency: Area 23, An FCB Health Network Company / New York + HORNET / New York Client: Lilly/Cyramza Category: Film / Pharma
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Public Relations
ASD: Rockin’ the Spectrum Agency: Edelman Canada / Toronto + Pirate / Toronto Client: Jake's House Category: Public Relations
#UNHATEWOMEN Agency: fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin Client: Terre des Femmes Category: Public Relations
Dance 10.000 Agency: Forsman & Bodenfors / Göteborg + The Producers / Stockholm Client: Generation Pep Category: Public Relations
INVISIBLE WOMEN Agency: SERVICEPLAN / COURBEVOIE + TRINITY FILMS / COURBEVOIE Client: RÈGLES ÉLÉMENTAIRES Category: Public Relations
Tag Heuer "The Longest Night" Agency: Barking Owl / Los Angeles + DDB / Paris Client: Tag Heuer Category: Sound Mixing
The Power of Sounds Agency: Factory / London + SIREN / London Client: BBC Sounds Category: Sound Mixing
HORNBACH "It seems impossible. Until you do it." Agency: HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London Client: HORNBACH Category: Sound Mixing
Life Needs Truth Agency: Wave Studios / New York + Droga5 / New York + Trim/Cosmo Street / New York + Somesuch Client: The New York Times Category: Sound Mixing
Clone Machine Agency: Leo Burnett / Chicago Client: Coors Light Category: Innovation & Transformation / Innovation in Lockdown
Verizon Fortnite Stadium Agency: R/GA / New York + Momentum Worldwide / New York Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
Farewell, Work Holiday Parties Agency: DDB / Chicago + Arts & Sciences + Arcade + LIME Studios Client: Miller Lite Category: Innovation & Transformation / Innovation in Out of Home
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Innovation & Transformation / Innovation in Out of Home
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Out of Home
Double Moon Agency: MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam Client: UAE Government Media Office Category: Innovation & Transformation / Innovation in Out of Home
Unbreakable OOH Agency: We Believers / New York Client: Stillhouse Spirits Co. Category: Innovation & Transformation / Innovation in Out of Home
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: Innovation & Transformation / Innovation in Out of Home
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Promotional Items / Physical Products
The Original Pan Weighted Blanket Agency: GSD&M / Austin Client: Pizza Hut Category: Promotional Items / Physical Products
SUPERWEAR Agency: HEREZIE / PARIS + BANDITS PRODUCTION / PARIS + GLITCH / PARIS Client: AMAZON PRIME VIDEO Category: Promotional Items / Physical Products
Out Now Agency: Leo Burnett / Australia Client: Bonds Category: Promotional Items / Physical Products
QR Whopper Agency: DAVID / São Paulo Client: Burger King Category: Digital & Online / Websites & Mobile
Clone Machine Agency: Leo Burnett / Chicago Client: Coors Light Category: Digital & Online / Websites & Mobile
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Digital & Online / Websites & Mobile
Truthmark Agency: UncleGrey Client: Canon Category: Digital & Online / Websites & Mobile
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Digital & Online / Websites & Mobile
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Mobile Advertising
UNI-FORM Agency: Ogilvy / Taiwan + Ogilvy / Hong Kong Client: VOGUE Category: Craft / Art Direction
Friend-vertising Agency: Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland Client: Skinny Category: Innovation & Transformation / Innovation in Direct Marketing
Baseball Agency: MullenLowe / US Client: Change the Ref Category: Innovation & Transformation / Innovation in Direct Marketing
VAR Discount Agency: NORD DDB / Stockholm Client: Elkjøp Category: Innovation & Transformation / Innovation in Direct Marketing
Burger King & Friends Agency: Buzzman / Paris Client: Burger King France Category: Social Post / Real-time Response
Messi 644 Agency: Deutsch / New York + Octagon + draftLine / London + Copa90 Client: Budweiser Category: Social Post / Real-time Response
#Tendies4Yall Agency: GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami Client: Popeyes Louisiana Kitchen Category: Social Post / Real-time Response
Bernie Sanders "Get the look" Agency: Ogilvy Greece / Athens Client: IKEA Category: Social Post / Real-time Response
Today We Rise Agency: Ogilvy UK / London + BrotherTV / Great Guns Client: Girl Up Category: Social Post / Real-time Response
Supporting Independents Agency: R/GA / New York Client: Shopify Category: Social Post / Real-time Response
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Social Post / Real-time Response

2021 Creative Effectiveness Merit Award

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

Budweiser

Bigger Picture

Creative Effectiveness / Consumer / Brand

OS_CE21_017M

2021 Creative Effectiveness Merit Award

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

Facebook

Never Lost

Creative Effectiveness / Consumer / Brand

OS_CE21_018M

2021 Creative Effectiveness Merit Award

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Creative Effectiveness / Consumer / Brand

OS_CE21_019M

2021 Creative Effectiveness Merit Award

ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York

ESPN / State Farm

The Last Dance Deep Fake

Creative Effectiveness / Consumer / Brand

OS_CE21_020M

2021 Creative Effectiveness Merit Award

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Creative Effectiveness / Consumer / Brand

OS_CE21_021M

2021 Creative Effectiveness Merit Award

FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai

Mastercard

Astronomical Sales

Creative Effectiveness / Consumer / Brand

OS_CE21_022M

2021 Creative Effectiveness Merit Award

FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai

Babyshop

Rephrasing Parenthood

Creative Effectiveness / Consumer / Brand

OS_CE21_023M

2021 Creative Effectiveness Merit Award

Mekanism / New York + Frida Mom

Frida Mom

Stream of Lactation

Creative Effectiveness / Consumer / Brand

OS_CE21_024M

2021 Creative Effectiveness Merit Award

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

The J. M. Smucker Company / Jif

#JifvsGIF

Creative Effectiveness / Consumer / Brand

OS_CE21_025M

2021 Creative Effectiveness Merit Award

Special / Auckland + Special / Sydney + Sweetshop

Tourism New Zealand

Good Morning World

Creative Effectiveness / Consumer / Brand

OS_CE21_026M

2021 Creative Effectiveness Merit Award

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

Beats by Dr. Dre

You Love Me

Creative Effectiveness / Consumer / Brand

OS_CE21_027M

2021 Health, Wellness & Pharma Merit Award

Area 23, An FCB Health Network Company / New York + HORNET / New York

Lilly/Cyramza

The Momentous Moments of Max and Maxine

Film / Pharma

OS_HW21_054M

2021 Health, Wellness & Pharma Merit Award

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Public Relations

OS_HW21_068M

2021 Health, Wellness & Pharma Merit Award

Edelman Canada / Toronto + Pirate / Toronto

Jake's House

ASD: Rockin’ the Spectrum

Public Relations

OS_HW21_069M

2021 Health, Wellness & Pharma Merit Award

fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin

Terre des Femmes

#UNHATEWOMEN

Public Relations

OS_HW21_070M

2021 Health, Wellness & Pharma Merit Award

Forsman & Bodenfors / Göteborg + The Producers / Stockholm

Generation Pep

Dance 10.000

Public Relations

OS_HW21_071M

2021 Health, Wellness & Pharma Merit Award

SERVICEPLAN / COURBEVOIE + TRINITY FILMS / COURBEVOIE

RÈGLES ÉLÉMENTAIRES

INVISIBLE WOMEN

Public Relations

OS_HW21_072M

2021 Music & Sound Craft Merit Award

Barking Owl / Los Angeles + DDB / Paris

Tag Heuer

Tag Heuer "The Longest Night"

Sound Mixing

OS_MS21_047M

2021 Music & Sound Craft Merit Award

Factory / London + SIREN / London

BBC Sounds

The Power of Sounds

Sound Mixing

OS_MS21_048M

2021 Music & Sound Craft Merit Award

HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London

HORNBACH

HORNBACH "It seems impossible. Until you do it."

Sound Mixing

OS_MS21_049M

2021 Music & Sound Craft Merit Award

Wave Studios / New York + Droga5 / New York + Trim/Cosmo Street / New York + Somesuch

The New York Times

Life Needs Truth

Sound Mixing

OS_MS21_050M

2021 Digital Craft Merit Award

Leo Burnett / Chicago

Coors Light

Clone Machine

Innovation & Transformation / Innovation in Lockdown

OS_DC21_034M

2021 Digital Craft Merit Award

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

Verizon

Verizon Fortnite Stadium

Innovation & Transformation / Innovation in Lockdown

OS_DC21_035M

2021 Out of Home Merit Award

DDB / Chicago + Arts & Sciences + Arcade + LIME Studios

Miller Lite

Farewell, Work Holiday Parties

Innovation & Transformation / Innovation in Out of Home

OS_OH21_078M

2021 Out of Home Merit Award

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

City of Chicago

Boards of Change

Innovation & Transformation / Innovation in Out of Home

OS_OH21_079M

2021 Out of Home Merit Award

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Innovation & Transformation / Innovation in Out of Home

OS_OH21_080M

2021 Out of Home Merit Award

MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam

UAE Government Media Office

Double Moon

Innovation & Transformation / Innovation in Out of Home

OS_OH21_081M

2021 Out of Home Merit Award

We Believers / New York

Stillhouse Spirits Co.

Unbreakable OOH

Innovation & Transformation / Innovation in Out of Home

OS_OH21_082M

2021 Out of Home Merit Award

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

Innovation & Transformation / Innovation in Out of Home

OS_OH21_083M

2021 Print Merit Award

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

City of Chicago

Boards of Change

Promotional Items / Physical Products

OS_PT21_052M

2021 Print Merit Award

GSD&M / Austin

Pizza Hut

The Original Pan Weighted Blanket

Promotional Items / Physical Products

OS_PT21_053M

2021 Print Merit Award

HEREZIE / PARIS + BANDITS PRODUCTION / PARIS + GLITCH / PARIS

AMAZON PRIME VIDEO

SUPERWEAR

Promotional Items / Physical Products

OS_PT21_054M

2021 Print Merit Award

Leo Burnett / Australia

Bonds

Out Now

Promotional Items / Physical Products

OS_PT21_055M

2021 Direct Marketing Merit Award

DAVID / São Paulo

Burger King

QR Whopper

Digital & Online / Websites & Mobile

OS_DM21_069M

2021 Direct Marketing Merit Award

Leo Burnett / Chicago

Coors Light

Clone Machine

Digital & Online / Websites & Mobile

OS_DM21_070M

2021 Direct Marketing Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Digital & Online / Websites & Mobile

OS_DM21_071M

2021 Direct Marketing Merit Award

UncleGrey

Canon

Truthmark

Digital & Online / Websites & Mobile

OS_DM21_072M

2021 Direct Marketing Merit Award

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Digital & Online / Websites & Mobile

OS_DM21_073M

2021 Mobile Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Mobile Advertising

OS_MO21_022M

2021 Experiential & Immersive Merit Award

Ogilvy / Taiwan + Ogilvy / Hong Kong

VOGUE

UNI-FORM

Craft / Art Direction

OS_EX21_067M

2021 Direct Marketing Merit Award

Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland

Skinny

Friend-vertising

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_114M

2021 Direct Marketing Merit Award

MullenLowe / US

Change the Ref

Baseball

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_115M

2021 Direct Marketing Merit Award

NORD DDB / Stockholm

Elkjøp

VAR Discount

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_116M

2021 Social Media Merit Award

Buzzman / Paris

Burger King France

Burger King & Friends

Social Post / Real-time Response

OS_SM21_060M

2021 Social Media Merit Award

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

Budweiser

Messi 644

Social Post / Real-time Response

OS_SM21_061M

2021 Social Media Merit Award

GUT Agency / Miami + Popeyes Lousiana Kitchen / Miami

Popeyes Louisiana Kitchen

#Tendies4Yall

Social Post / Real-time Response

OS_SM21_062M

2021 Social Media Merit Award

Ogilvy Greece / Athens

IKEA

Bernie Sanders "Get the look"

Social Post / Real-time Response

OS_SM21_063M

2021 Social Media Merit Award

Ogilvy UK / London + BrotherTV / Great Guns

Girl Up

Today We Rise

Social Post / Real-time Response

OS_SM21_064M

2021 Social Media Merit Award

R/GA / New York

Shopify

Supporting Independents

Social Post / Real-time Response

OS_SM21_065M

2021 Social Media Merit Award

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

Mondelez / Oreo

The OREO Doomsday Vault

Social Post / Real-time Response

OS_SM21_066M

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