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

Endless World of Airmax Agency: BBDO / New York Client: Foot Locker Category: Innovation & Transformation / Innovation in Interactive
When We Come Together Agency: Grey Midwest / Cincinnati + Townhouse / New York + Rattling Stick / Los Angeles + Glassworks / Amsterdam Client: Proctor & Gamble Category: Innovation & Transformation / Innovation in Interactive
Undercover Avatar Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris Client: Association L'Enfant Bleu Category: Innovation & Transformation / Innovation in Interactive
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 Interactive
Liferun Agency: Wunderman Thompson / Seattle Client: International Committee of the Red Cross Category: Innovation & Transformation / Innovation in Interactive
Self-Timing Soap Agency: ‿ and us / Dubai Client: Deliveroo and Lush Category: Physical Items
Honeyfruit Agency: BBH / Singapore + Jack Morton Worldwide / Singapore Client: Riot Games / League of Legends: Wild Rift Category: Physical Items
Give for good Agency: BETC / Paris + General Pop / Paris Client: Lacoste Category: Physical Items
HerShe Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo Client: HERSHEYs Brasil Category: Physical Items
HOPE TAPE Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul Client: Korean National Police Agency Category: Physical Items
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Physical Items
Non-Bob Agency: Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels Client: OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute) Category: Physical Items
XXL Towel Collection Agency: LOLA MullenLowe / Madrid Client: Unilever/Magnum Category: Physical Items
The OREO Doomsday Vault Agency: OREO + 360i / New York + the community / Miami Client: Mondelēz International, Inc. Category: Physical Items
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Physical Items
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: Physical Items
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Single Country or Region / Consumer / Brand
Astronomical Sales Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai Client: Mastercard Category: Single Country or Region / Consumer / Brand
Augmented Archaeology Agency: Ogilvy / Beijing Client: Huawei Device Co., Ltd. Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
No Way Norway Agency: McCann / Detroit + Gifted Youth, LLC / Los Angeles Client: General Motors Category: Online Films & Video / Varying Length Series
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Integrated PR Campaign
The Swim Heard ‘Round the World Agency: Weber Shandwick / Chicago Client: Milk Processor Education Program (MilkPEP) Category: Integrated PR Campaign
2020 Wrapped Agency: Spotify In-House Client: Spotify Category: Intra-preneurship
Running Stories Agency: BBH / Singapore + Crystal Technology Solution / Hanoi Client: Running Stories Category: Digital Product
Saylists Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London Client: Warner Music Group Category: Digital Product
Terms Against Bullying Agency: White Rabbit / Budapest + Canja Audio Culture / Curitiba + Monster Films / Sao Paulo Client: Universidade de Madeira / Terms Against Bullying Category: Digital Product
Drinking Alone with the Moon Agency: Cindy I-Hsuan Wang / Singapore + Nanyang Technological University / Singapore Client: Cindy I-Hsuan Wang Category: Craft / Printing & Paper Craft
The Adulthood Agency: Arts & Letters Creative Co. / Richmond + Google Client: Chromebook Category: Craft / Animation
ABSOLUT - It's In Our Spirit Agency: BBH / Singapore + Psyop + Stink Films / London Client: Absolut Vodka Category: Craft / Animation
Missing Code Agency: division7 + Mojo Supermarket Client: Girls Who Code Category: Craft / Animation
Big Change Starts Small Agency: Kin / New York Client: Mailchimp Category: Craft / Animation
Listening Agency: Spotify In-House Client: Spotify Category: Craft / Animation
THE PENGUIN & THE WHALE Agency: Tencent / Shenzhen + Rudo Company / Buenos Aires, Argentina + Stink Studios / Shanghai Client: TENCENT & UNITED NATIONS-2030 SDGs Category: Craft / Animation
Donkey & Elephant Agency: FIG + CNN + HouseSpecial Client: CNN Category: Animation / Series
Dictators Agency: Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications Client: RepresentUs Category: Innovation & Transformation / Innovation in Film
Caobu Public Library Logo Agency: Centre Design / Zhongshan City, Guangdong Province Client: Caobu Public Library Category: Branding / Logo
Museum of Thousands of Names Agency: DADADA Studio / Rosencrantz & Guildenstern Client: Warsaw Ghetto Museum Category: Branding / Logo
The Little brats Agency: 4ZERO1 / Montreal + Cossette / Montreal Client: Montreal Children's Hospital Foundation Category: Direction / Single
Open Like Never Before Agency: 72andSunny / Amsterdam Client: The Coca-Cola Company Category: Direction / Single
First Visitors Agency: BBDO / New York + O Positive / Los Angeles Client: Mars Chocolate North America: Snickers Category: Direction / Single
Family Diary Agency: BBDO Group Germany GmbH + AlmapBBDO / Sao Paulo + ANORAK Film GmbH Client: WhatsApp Inc. Category: Direction / Single
#ENDviolence "More Than A Mark" Agency: BBDO Group Germany GmbH + BWGTBLD GmbH / Berlin Client: UNICEF Deutschland Category: Direction / Single
Valet Guys Agency: BWGTBLD GmbH / Berlin + antoni / Berlin Client: Mercedes-Benz Category: Direction / Single
Maurice and The Black Bear School Agency: Droga5 / New York Client: Hennessy Category: Direction / Single
Born In Quarantine Agency: Droga5 / New York + Facebook / New York Client: Facebook Category: Direction / Single
Life Needs Truth Agency: Droga5 / New York + The New York Times Client: The New York Times Category: Direction / Single
The Parents Agency: Forsman & Bodenfors / Göteborg Client: Volvo Car Corporation Category: Direction / Single
ScissorHandsFree Agency: Leo Burnett / Detroit + O Positive / Los Angeles Client: Cadillac Category: Direction / Single
You Can't Stop Us Agency: Pulse Films + Wieden+Kennedy / Portland Client: Nike Category: Direction / Single
We Got You Baby Agency: SMUGGLER + Huggies + Droga5 / New York Client: Kimberly-Clark/Huggies Category: Direction / Single

2021 Interactive & Online Merit Award

BBDO / New York

Foot Locker

Endless World of Airmax

Innovation & Transformation / Innovation in Interactive

OS_IN21_069M

2021 Interactive & Online Merit Award

Grey Midwest / Cincinnati + Townhouse / New York + Rattling Stick / Los Angeles + Glassworks / Amsterdam

Proctor & Gamble

When We Come Together

Innovation & Transformation / Innovation in Interactive

OS_IN21_070M

2021 Interactive & Online Merit Award

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

Association L'Enfant Bleu

Undercover Avatar

Innovation & Transformation / Innovation in Interactive

OS_IN21_071M

2021 Interactive & Online Merit Award

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 Interactive

OS_IN21_072M

2021 Interactive & Online Merit Award

Wunderman Thompson / Seattle

International Committee of the Red Cross

Liferun

Innovation & Transformation / Innovation in Interactive

OS_IN21_073M

2021 Direct Marketing Merit Award

‿ and us / Dubai

Deliveroo and Lush

Self-Timing Soap

Physical Items

OS_DM21_045M

2021 Direct Marketing Merit Award

BBH / Singapore + Jack Morton Worldwide / Singapore

Riot Games / League of Legends: Wild Rift

Honeyfruit

Physical Items

OS_DM21_046M

2021 Direct Marketing Merit Award

BETC / Paris + General Pop / Paris

Lacoste

Give for good

Physical Items

OS_DM21_047M

2021 Direct Marketing Merit Award

BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo

HERSHEYs Brasil

HerShe

Physical Items

OS_DM21_048M

2021 Direct Marketing Merit Award

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

Korean National Police Agency

HOPE TAPE

Physical Items

OS_DM21_049M

2021 Direct Marketing Merit Award

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

Michelob ULTRA

Contract for Change

Physical Items

OS_DM21_050M

2021 Direct Marketing Merit Award

Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels

OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute)

Non-Bob

Physical Items

OS_DM21_051M

2021 Direct Marketing Merit Award

LOLA MullenLowe / Madrid

Unilever/Magnum

XXL Towel Collection

Physical Items

OS_DM21_052M

2021 Direct Marketing Merit Award

OREO + 360i / New York + the community / Miami

Mondelēz International, Inc.

The OREO Doomsday Vault

Physical Items

OS_DM21_053M

2021 Direct Marketing Merit Award

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

Kraft Heinz Canada

Heinz Ketchup Puzzle

Physical Items

OS_DM21_054M

2021 Direct Marketing Merit Award

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

Physical Items

OS_DM21_055M

2021 Creative Effectiveness Merit Award

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

Michelob ULTRA

Contract for Change

Single Country or Region / Consumer / Brand

OS_CE21_029M

2021 Creative Effectiveness Merit Award

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

Mastercard

Astronomical Sales

Single Country or Region / Consumer / Brand

OS_CE21_030M

2021 Mobile Merit Award

Ogilvy / Beijing

Huawei Device Co., Ltd.

Augmented Archaeology

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_MO21_026M

2021 Film Merit Award

McCann / Detroit + Gifted Youth, LLC / Los Angeles

General Motors

No Way Norway

Online Films & Video / Varying Length Series

OS_FI21_115M

2021 Public Relations Merit Award

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

The J. M. Smucker Company / Jif

#JifvsGIF

Integrated PR Campaign

OS_PR21_085M

2021 Public Relations Merit Award

Weber Shandwick / Chicago

Milk Processor Education Program (MilkPEP)

The Swim Heard ‘Round the World

Integrated PR Campaign

OS_PR21_086M

2021 In-House Merit Award

Spotify In-House

Spotify

2020 Wrapped

Intra-preneurship

OS_IH21_019M

2021 IP & Products Merit Award

BBH / Singapore + Crystal Technology Solution / Hanoi

Running Stories

Running Stories

Digital Product

OS_IP21_021M

2021 IP & Products Merit Award

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

Warner Music Group

Saylists

Digital Product

OS_IP21_022M

2021 IP & Products Merit Award

White Rabbit / Budapest + Canja Audio Culture / Curitiba + Monster Films / Sao Paulo

Universidade de Madeira / Terms Against Bullying

Terms Against Bullying

Digital Product

OS_IP21_023M

2021 Design Merit Award

Cindy I-Hsuan Wang / Singapore + Nanyang Technological University / Singapore

Cindy I-Hsuan Wang

Drinking Alone with the Moon

Craft / Printing & Paper Craft

OS_DE21_184M

2021 Design Merit Award

Arts & Letters Creative Co. / Richmond + Google

Chromebook

The Adulthood

Craft / Animation

OS_DE21_178M

2021 Design Merit Award

BBH / Singapore + Psyop + Stink Films / London

Absolut Vodka

ABSOLUT - It's In Our Spirit

Craft / Animation

OS_DE21_179M

2021 Design Merit Award

division7 + Mojo Supermarket

Girls Who Code

Missing Code

Craft / Animation

OS_DE21_180M

2021 Design Merit Award

Kin / New York

Mailchimp

Big Change Starts Small

Craft / Animation

OS_DE21_181M

2021 Design Merit Award

Spotify In-House

Spotify

Listening

Craft / Animation

OS_DE21_182M

2021 Design Merit Award

Tencent / Shenzhen + Rudo Company / Buenos Aires, Argentina + Stink Studios / Shanghai

TENCENT & UNITED NATIONS-2030 SDGs

THE PENGUIN & THE WHALE

Craft / Animation

OS_DE21_183M

2021 Moving Image Craft Merit Award

FIG + CNN + HouseSpecial

CNN

Donkey & Elephant

Animation / Series

OS_MI21_089M

2021 Film Merit Award

Mischief @ No Fixed Address / New York + RepresentUs + Dini von Mueffling Communications

RepresentUs

Dictators

Innovation & Transformation / Innovation in Film

OS_FI21_135M

2021 Design Merit Award

Centre Design / Zhongshan City, Guangdong Province

Caobu Public Library

Caobu Public Library Logo

Branding / Logo

OS_DE21_046M

2021 Design Merit Award

DADADA Studio / Rosencrantz & Guildenstern

Warsaw Ghetto Museum

Museum of Thousands of Names

Branding / Logo

OS_DE21_047M

2021 Moving Image Craft Merit Award

4ZERO1 / Montreal + Cossette / Montreal

Montreal Children's Hospital Foundation

The Little brats

Direction / Single

OS_MI21_036M

2021 Moving Image Craft Merit Award

72andSunny / Amsterdam

The Coca-Cola Company

Open Like Never Before

Direction / Single

OS_MI21_037M

2021 Moving Image Craft Merit Award

BBDO / New York + O Positive / Los Angeles

Mars Chocolate North America: Snickers

First Visitors

Direction / Single

OS_MI21_038M

2021 Moving Image Craft Merit Award

BBDO Group Germany GmbH + AlmapBBDO / Sao Paulo + ANORAK Film GmbH

WhatsApp Inc.

Family Diary

Direction / Single

OS_MI21_039M

2021 Moving Image Craft Merit Award

BBDO Group Germany GmbH + BWGTBLD GmbH / Berlin

UNICEF Deutschland

#ENDviolence "More Than A Mark"

Direction / Single

OS_MI21_040M

2021 Moving Image Craft Merit Award

BWGTBLD GmbH / Berlin + antoni / Berlin

Mercedes-Benz

Valet Guys

Direction / Single

OS_MI21_041M

2021 Moving Image Craft Merit Award

Droga5 / New York

Hennessy

Maurice and The Black Bear School

Direction / Single

OS_MI21_042M

2021 Moving Image Craft Merit Award

Droga5 / New York + Facebook / New York

Facebook

Born In Quarantine

Direction / Single

OS_MI21_043M

2021 Moving Image Craft Merit Award

Droga5 / New York + The New York Times

The New York Times

Life Needs Truth

Direction / Single

OS_MI21_044M

2021 Moving Image Craft Merit Award

Forsman & Bodenfors / Göteborg

Volvo Car Corporation

The Parents

Direction / Single

OS_MI21_045M

2021 Moving Image Craft Merit Award

Leo Burnett / Detroit + O Positive / Los Angeles

Cadillac

ScissorHandsFree

Direction / Single

OS_MI21_046M

2021 Moving Image Craft Merit Award

Pulse Films + Wieden+Kennedy / Portland

Nike

You Can't Stop Us

Direction / Single

OS_MI21_047M

2021 Moving Image Craft Merit Award

SMUGGLER + Huggies + Droga5 / New York

Kimberly-Clark/Huggies

We Got You Baby

Direction / Single

OS_MI21_048M

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