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

#wombpainstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
#wombstories Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London Client: Essity Bodyform/Libresse Category: Sound Design
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
The New National Anthem Edition Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai Client: An Nahar Newspaper Category: Newspaper / Single
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Storytelling
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Long Form Video / Single
#painstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Creative Use of Data
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
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
You Love Me Agency: Translation LLC / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Online Films & Video / Long Form - Single
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile Advertising
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Physical Product
Emergency Bikes Agency: Wunderman Thompson / Paris + Ecox / Paris Client: Ecox Category: In-House / External Agency Collaboration
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Craft / Use of Music
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Brand Voice
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Animation / Single
Donation Dollar Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia Client: The Royal Australian Mint Category: Non-traditional & Guerrilla Marketing
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Out of Home / Brand Installations
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Back to School Essentials Agency: BBDO / New York Client: Sandy Hook Promise Category: Creative Effectiveness / Non-Profit / Charity
Francesca Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam Client: Diesel Category: Cinema Advertising
Upgrade Agency: L&C / New York + Kokopelli Hostel / Lima Client: Kokopelli Hostel Category: Posters / Series
Project Guideline Agency: Google Creative Lab Client: Google Category: Experimental / Internal Projects / R&D
Michelob ULTRA Courtside Agency: FCB / New York Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Lockdown
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
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
Confusing Times Agency: DAVID / Madrid + Pickle Music / New York Client: Burger King Category: Broadcast / Series
Go Back To Africa Agency: FCB/SIX / Toronto Client: Black & Abroad Category: Creative Effectiveness / Consumer / Brand
True Name Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York Client: Mastercard Category: Experiential / Customer Experience / CX
Flavour Of Home Agency: Hakuhodo Indonesia / Jakarta Client: Sushi Sei Category: Craft / Illustration
Wildly. Deliciously. Organic. Agency: Factory / London Client: Green & Blacks Category: Sound Design
Never Lost Agency: Droga5 / New York + Facebook / New York + Blacksmith / New York + Wave Studios / New York Client: Facebook Category: Use of Licensed Music
Donkey & Elephant Agency: FIG + CNN Client: CNN Category: Craft / Animation
Eurythenes plasticus Agency: BBDO Group Germany GmbH + Sehsucht GmbH Client: WWF Germany Category: Active Engagement / Call to Action
Undercover Avatar Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris Client: Association L'Enfant Bleu Category: Active Engagement / Call to Action
The Future Official Sponsors of the NWSL Agency: VaynerMedia / New York Client: Budweiser (USA) Category: Active Engagement / Call to Action
A Career-Limiting Campaign Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London Client: Global Women Category: Television & VOD / Short Form - Series
#wombstories Agency: AMV BBDO / London Client: Essity Bodyform/Libresse Category: Craft / Art Direction
Farewell, Work Holiday Parties Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences Client: Miller Lite Category: Craft / Art Direction
Call Girls Agency: Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm Client: Talita Category: Custom / User-Generated Content
H&M Looop Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen Client: H&M Category: Spatial Design / Experiential & Immersive
Boards of Change Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago Client: City of Chicago Category: Spatial Design / Experiential & Immersive
Maurice and The Black Bear School Agency: Droga5 / New York Client: Hennessy Category: Sound Mixing
Contract for Change Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Integrated
Drowned Requiem Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg Client: United4Rescue Category: Experiential Music & Sound
Alone with Me Agency: Spotify In-House Client: Spotify Category: Agency-Initiated & Originated Projects

2021 Integrated Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombpainstories

Integrated Branding Campaign

OS_IG21_001G

2021 Music & Sound Craft Gold Pencil

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

Essity Bodyform/Libresse

#wombstories

Sound Design

OS_MS21_001G

2021 Interactive & Online Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_IN21_001G

2021 Print Gold Pencil

Impact BBDO / Dubai + Boomtown Productions / Dubai

An Nahar Newspaper

The New National Anthem Edition

Newspaper / Single

OS_PT21_001G

2021 Creative Use of Data Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Storytelling

OS_CU21_001G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Long Form Video / Single

OS_BE21_001G

2021 Digital Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#painstories

Creative Use of Data

OS_DC21_001G

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 Social Media Gold Pencil

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

Mondelez / Oreo

The OREO Doomsday Vault

Stunts & Activations

OS_SM21_001G

2021 Film Gold Pencil

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

Beats by Dr. Dre

You Love Me

Online Films & Video / Long Form - Single

OS_FI21_001G

2021 Mobile Gold Pencil

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

Starburst Swirlers

Best Enjoyed Vertically

Mobile Advertising

OS_MO21_001G

2021 Out of Home Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Craft / Use of Technology

OS_OH21_001G

2021 IP & Products Gold Pencil

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

Mastercard

True Name

Physical Product

OS_IP21_001G

2021 In-House Gold Pencil

Wunderman Thompson / Paris + Ecox / Paris

Ecox

Emergency Bikes

In-House / External Agency Collaboration

OS_IH21_001G

2021 Radio & Audio Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Craft / Use of Music

OS_RA21_001G

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 Moving Image Craft Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Animation / Single

OS_MI21_001G

2021 Direct Marketing Gold Pencil

Saatchi & Saatchi / Australia + Herd MSL / Australia

The Royal Australian Mint

Donation Dollar

Non-traditional & Guerrilla Marketing

OS_DM21_001G

2021 Design Gold Pencil

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

City of Chicago

Boards of Change

Out of Home / Brand Installations

OS_DE21_001G

2021 Experiential & Immersive Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_EX21_001G

2021 Creative Effectiveness Gold Pencil

BBDO / New York

Sandy Hook Promise

Back to School Essentials

Creative Effectiveness / Non-Profit / Charity

OS_CE21_001G

2021 Film Gold Pencil

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

Diesel

Francesca

Cinema Advertising

OS_FI21_030G

2021 Print Gold Pencil

L&C / New York + Kokopelli Hostel / Lima

Kokopelli Hostel

Upgrade

Posters / Series

OS_PT21_008G

2021 IP & Products Gold Pencil

Google Creative Lab

Google

Project Guideline

Experimental / Internal Projects / R&D

OS_IP21_010G

2021 Branded Entertainment Gold Pencil

FCB / New York

Michelob ULTRA, Microsoft, NBA

Michelob ULTRA Courtside

Innovation & Transformation / Innovation in Lockdown

OS_BE21_029G

2021 Branded Entertainment Gold Pencil

Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto

Unilever / Dove

Courage is Beautiful

Innovation & Transformation / Innovation in Lockdown

OS_BE21_030G

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 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 Radio & Audio Gold Pencil

DAVID / Madrid + Pickle Music / New York

Burger King

Confusing Times

Broadcast / Series

OS_RA21_003G

2021 Creative Effectiveness Gold Pencil

FCB/SIX / Toronto

Black & Abroad

Go Back To Africa

Creative Effectiveness / Consumer / Brand

OS_CE21_002G

2021 Direct Marketing Gold Pencil

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

Mastercard

True Name

Experiential / Customer Experience / CX

OS_DM21_015G

2021 Out of Home Gold Pencil

Hakuhodo Indonesia / Jakarta

Sushi Sei

Flavour Of Home

Craft / Illustration

OS_OH21_021G

2021 Music & Sound Craft Gold Pencil

Factory / London

Green & Blacks

Wildly. Deliciously. Organic.

Sound Design

OS_MS21_014G

2021 Music & Sound Craft Gold Pencil

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

Facebook

Never Lost

Use of Licensed Music

OS_MS21_006G

2021 Design Gold Pencil

FIG + CNN

CNN

Donkey & Elephant

Craft / Animation

OS_DE21_036G

2021 Social Media Gold Pencil

BBDO Group Germany GmbH + Sehsucht GmbH

WWF Germany

Eurythenes plasticus

Active Engagement / Call to Action

OS_SM21_019G

2021 Social Media Gold Pencil

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

Association L'Enfant Bleu

Undercover Avatar

Active Engagement / Call to Action

OS_SM21_020G

2021 Social Media Gold Pencil

VaynerMedia / New York

Budweiser (USA)

The Future Official Sponsors of the NWSL

Active Engagement / Call to Action

OS_SM21_021G

2021 Film Gold Pencil

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

Global Women

A Career-Limiting Campaign

Television & VOD / Short Form - Series

OS_FI21_005G

2021 Branded Entertainment Gold Pencil

AMV BBDO / London

Essity Bodyform/Libresse

#wombstories

Craft / Art Direction

OS_BE21_019G

2021 Branded Entertainment Gold Pencil

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

Miller Lite

Farewell, Work Holiday Parties

Craft / Art Direction

OS_BE21_020G

2021 Music & Sound Craft Gold Pencil

Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm

Talita

Call Girls

Custom / User-Generated Content

OS_MS21_004G

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

2021 Design Gold Pencil

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

City of Chicago

Boards of Change

Spatial Design / Experiential & Immersive

OS_DE21_024G

2021 Music & Sound Craft Gold Pencil

Droga5 / New York

Hennessy

Maurice and The Black Bear School

Sound Mixing

OS_MS21_017G

2021 Integrated Gold Pencil

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

Michelob ULTRA

Contract for Change

Innovation & Transformation / Innovation in Integrated

OS_IG21_016G

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 In-House Gold Pencil

Spotify In-House

Spotify

Alone with Me

Agency-Initiated & Originated Projects

OS_IH21_002G

Follow Us