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

#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Show
#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Integrated
The New National Anthem Edition Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai Client: An Nahar Newspaper Category: Best of Print
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Best of Public Relations
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Best of Health, Wellness & Pharma
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Best of IP & Products
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Creative Use of Data
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Best of Direct Marketing
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Digital Craft
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Experiential & Immersive
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Moving Image Craft
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Best of Film
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Best of Creative Effectiveness
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: Best of In-House
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Best of Mobile
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London Client: Essity Bodyform/Libresse Category: Best of Music & Sound Craft
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Best of Radio & Audio
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Best of Branded Entertainment
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Out of Home
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Best of Design
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Best of Interactive & Online
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Best of Social Media
Saatchi & Saatchi & Tide Agency: Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati Client: Procter & Gamble - Tide Category: Penta Pencil
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: CMO Pencil
This Girl Can Agency: FCB Inferno / London + Partizan / London Client: Sport England Category: Fusion Pencil
The Call Agency: The Bloc / New York Client: Empowher NY Category: Fusion Pencil
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Sustainable Development Goals
Naming the invisible by Digital Birth Registration Agency: Ogilvy Pakistan / Islamabad Client: Telenor Pakistan Category: Sustainable Development Goals
The UNSeen Story Agency: MullenLowe / New York + UN Women + MediaHub Client: UN Women Category: Sustainable Development Goals
Water Index Agency: Havas Turkey / İstanbul Client: Reckitt / Finish Category: Green Pencil
Green Instructions Agency: Ogilvy Poland / Warsaw Client: LEGO Category: Green Pencil
Raising Profiles Agency: FCB Inferno / London Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
The Unfinished Votes Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit Client: Change the Ref Category: Film / Health & Wellness
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Film / Health & Wellness
You Can't Stop Us Agency: a52 + Wieden+Kennedy / Portland + Joint Editorial / Portland + Pulse Films Client: Nike Category: Visual Effects / Single
Festive Agency: Moving Picture Company / London + Riff Raff Films / London + Burberry / London Client: Burberry Category: Visual Effects / Single
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Experiential Music & Sound
THE UNCENSORED LIBRARY Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum Client: Reporters Without Borders Category: Games
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Products
Pizza Hut x IKEA SÄVA Agency: Ogilvy / Hong Kong Client: Pizza Hut Category: Physical Products
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 Products
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
Victoria 1.8 Agency: Ogilvy / Mexico Client: AB InBev Grupo Modelo Mexico Category: Brand Voice
Superb Owl Agency: R/GA California / San Francisco Client: Reddit Category: Brand Voice
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Print
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Cinema Advertising
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile Advertising
Donkey & Elephant Agency: FIG + CNN Client: CNN Category: Craft / Animation
Confusing Times Agency: DAVID / Madrid + Pickle Music / New York Client: Burger King Category: Craft / Writing - Series
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Spatial Design / Experiential & Immersive

2021 Best of Show Best of Show Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Best of Show

OS_IG21_001G

2021 Integrated Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Best of Integrated

OS_IG21_001G

2021 Print Best of Discipline Pencil

Impact BBDO / Dubai + Boomtown Productions / Dubai

An Nahar Newspaper

The New National Anthem Edition

Best of Print

OS_PT21_001G

2021 Public Relations Best of Discipline Pencil

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

Mastercard

True Name

Best of Public Relations

OS_PR21_001G

2021 Health, Wellness & Pharma Best of Discipline Pencil

McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit

Change the Ref

The Unfinished Votes

Best of Health, Wellness & Pharma

OS_HW21_001G

2021 IP & Products Best of Discipline Pencil

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

Mastercard

True Name

Best of IP & Products

OS_IP21_001G

2021 Creative Use of Data Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Best of Creative Use of Data

OS_CU21_001G

2021 Direct Marketing Best of Discipline Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Best of Direct Marketing

OS_DM21_001G

2021 Digital Craft Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Best of Digital Craft

OS_DC21_001G

2021 Experiential & Immersive Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Experiential & Immersive

OS_EX21_001G

2021 Moving Image Craft Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Best of Moving Image Craft

OS_MI21_001G

2021 Film Best of Discipline Pencil

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

Beats by Dr. Dre

You Love Me

Best of Film

OS_FI21_001G

2021 Creative Effectiveness Best of Discipline Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Best of Creative Effectiveness

OS_CE21_001G

2021 In-House Best of Discipline Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

Best of In-House

OS_IH21_001G

2021 Mobile Best of Discipline Pencil

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

Starburst Swirlers

Best Enjoyed Vertically

Best of Mobile

OS_MO21_001G

2021 Music & Sound Craft Best of Discipline Pencil

AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London

Essity Bodyform/Libresse

#wombstories

Best of Music & Sound Craft

OS_MS21_001G

2021 Radio & Audio Best of Discipline Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Best of Radio & Audio

OS_RA21_001G

2021 Branded Entertainment Best of Discipline Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Best of Branded Entertainment

OS_BE21_001G

2021 Out of Home Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Out of Home

OS_OH21_001G

2021 Design Best of Discipline Pencil

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

City of Chicago

Boards of Change

Best of Design

OS_DE21_001G

2021 Interactive & Online Best of Discipline Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Best of Interactive & Online

OS_IN21_001G

2021 Social Media Best of Discipline Pencil

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

Mondelez / Oreo

The OREO Doomsday Vault

Best of Social Media

OS_SM21_001G

2021 Penta Pencil Penta Pencil

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

Procter & Gamble - Tide

Saatchi & Saatchi & Tide

Penta Pencil

OS_PP21_001P

2021 CMO Pencil CMO Pencil

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

Mastercard

True Name

CMO Pencil

OS_CM21_001G

2021 Fusion Pencil Fusion Pencil

FCB Inferno / London + Partizan / London

Sport England

This Girl Can

Fusion Pencil

OS_FP21_001F

2021 Fusion Pencil Fusion Pencil

The Bloc / New York

Empowher NY

The Call

Fusion Pencil

OS_FP21_002F

2021 Sustainable Development Goals Pencil SDG Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Sustainable Development Goals

OS_SD21_001D

2021 Sustainable Development Goals Pencil SDG Pencil

Ogilvy Pakistan / Islamabad

Telenor Pakistan

Naming the invisible by Digital Birth Registration

Sustainable Development Goals

OS_SD21_002D

2021 Sustainable Development Goals Pencil SDG Pencil

MullenLowe / New York + UN Women + MediaHub

UN Women

The UNSeen Story

Sustainable Development Goals

OS_SD21_003D

2021 Green Pencil Green Pencil

Havas Turkey / İstanbul

Reckitt / Finish

Water Index

Green Pencil

OS_GP21_001E

2021 Green Pencil Green Pencil

Ogilvy Poland / Warsaw

LEGO

Green Instructions

Green Pencil

OS_GP21_002E

2021 Social Media Gold Pencil

FCB Inferno / London

The Big Issue & LinkedIn

Raising Profiles

Innovation & Transformation / Innovation in Lockdown

OS_SM21_040G

2021 Health, Wellness & Pharma Gold Pencil

McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit

Change the Ref

The Unfinished Votes

Film / Health & Wellness

OS_HW21_001G

2021 Health, Wellness & Pharma Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Film / Health & Wellness

OS_HW21_007G

2021 Moving Image Craft Gold Pencil

a52 + Wieden+Kennedy / Portland + Joint Editorial / Portland + Pulse Films

Nike

You Can't Stop Us

Visual Effects / Single

OS_MI21_024G

2021 Moving Image Craft Gold Pencil

Moving Picture Company / London + Riff Raff Films / London + Burberry / London

Burberry

Festive

Visual Effects / Single

OS_MI21_025G

2021 Music & Sound Craft Gold Pencil

fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg

United4Rescue

Drowned Requiem

Experiential Music & Sound

OS_MS21_002G

2021 Branded Entertainment Gold Pencil

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

Reporters Without Borders

THE UNCENSORED LIBRARY

Games

OS_BE21_008G

2021 Experiential & Immersive Gold Pencil

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

Mastercard

True Name

Physical Products

OS_EX21_011G

2021 Experiential & Immersive Gold Pencil

Ogilvy / Hong Kong

Pizza Hut

Pizza Hut x IKEA SÄVA

Physical Products

OS_EX21_012G

2021 Experiential & Immersive Gold Pencil

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

Woojer

SICK BEATS

Physical Products

OS_EX21_013G

2021 Public Relations Gold Pencil

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

Mastercard

True Name

Brand Voice

OS_PR21_001G

2021 Public Relations Gold Pencil

Ogilvy / Mexico

AB InBev Grupo Modelo Mexico

Victoria 1.8

Brand Voice

OS_PR21_010G

2021 Public Relations Gold Pencil

R/GA California / San Francisco

Reddit

Superb Owl

Brand Voice

OS_PR21_011G

2021 Print Gold Pencil

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

Michelob ULTRA

Contract for Change

Innovation & Transformation / Innovation in Print

OS_PT21_028G

2021 Film Gold Pencil

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

Diesel

Francesca

Cinema Advertising

OS_FI21_030G

2021 Mobile Gold Pencil

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

Starburst Swirlers

Best Enjoyed Vertically

Mobile Advertising

OS_MO21_001G

2021 Design Gold Pencil

FIG + CNN

CNN

Donkey & Elephant

Craft / Animation

OS_DE21_036G

2021 Radio & Audio Gold Pencil

DAVID / Madrid + Pickle Music / New York

Burger King

Confusing Times

Craft / Writing - Series

OS_RA21_013G

2021 Design Gold Pencil

AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen

H&M

H&M Looop

Spatial Design / Experiential & Immersive

OS_DE21_023G

Follow Us