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

The Beer Cap Project. Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá Client: AB InBev / Aguila Beer Category: Physical Items
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Physical Items
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Items
Mother Blanket Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Items
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

2021 Direct Marketing Gold Pencil

MullenLowe SSP3 / Bogotá + AB InBev / Bogotá

AB InBev / Aguila Beer

The Beer Cap Project.

Physical Items

OS_DM21_002G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Physical Items

OS_DM21_003G

2021 Direct Marketing Silver Pencil

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

Mastercard

True Name

Physical Items

OS_DM21_004S

2021 Direct Marketing Bronze Pencil

Ogilvy Colombia / Bogotá + Darko Films / Quito

Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA)

Mother Blanket

Physical Items

OS_DM21_005B

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

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