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.
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Award
Agency
Client
Title
Category
Annual ID
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Best of Interactive & Online
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Best of Design
Best Enjoyed Vertically
Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client: Starburst Swirlers Category: Best of Mobile
The New National Anthem Edition
Agency: Impact BBDO / Dubai + Boomtown Productions / Dubai
Client: An Nahar Newspaper Category: Best of Print
#wombstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Best of Moving Image Craft
A New Jingle for a New Era
Agency: Edelman / New York + Good Humor / Englewood Cliffs
Client: Good Humor Category: Best of Radio & Audio
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Best of IP & Products
#wombstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Best of Branded Entertainment
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: Best of In-House
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Best of Experiential & Immersive
#painstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Best of Digital Craft
Back to School Essentials
Agency: BBDO / New York
Client: Sandy Hook Promise Category: Best of Creative Effectiveness
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 OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Best of Social Media
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Best of Direct Marketing
You Love Me
Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client: Beats by Dr. Dre Category: Best of Film
#wombpainstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Best of Integrated
#wombstories
Agency: AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London
Client: Essity Bodyform/Libresse Category: Best of Music & Sound Craft
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Best of Out of Home
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
#painstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Best of Creative Use of Data
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 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
Raising Profiles
Agency: FCB Inferno / London
Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
#wombpainstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
Glass Ceiling Breaker
Agency: BBH / New York + Chief + National Women's History Museum
Client: Chief and National Women's History Museum Category: Craft / Art Direction
Farewell, Work Holiday Parties
Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client: Miller Lite Category: Craft / Art Direction
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Brand Installations
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Experiential / Customer Experience / CX
#painstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Creative Use of Data
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Brand Partnerships
Best Enjoyed Vertically
Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client: Starburst Swirlers Category: Craft / Art Direction
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Craft / Art Direction
Alone with Me
Agency: Spotify In-House
Client: Spotify Category: Agency-Initiated & Originated Projects
The MET Unframed
Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client: Verizon Category: Agency-Initiated & Originated Projects
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Print
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: User-Generated Content
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 Experiential
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: 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: Products
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Innovation & Transformation / Innovation in Design
Award:
2021 Best of Show Best of Show Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Best of Show
Annual ID:
OS_IG21_001G
Award:
2021 Interactive & Online Best of Discipline Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Best of Interactive & Online
Annual ID:
OS_IN21_001G
Award:
2021 Design Best of Discipline Pencil
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Best of Design
Annual ID:
OS_DE21_001G
Award:
2021 Mobile Best of Discipline Pencil
Agency:
DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Best of Mobile
Annual ID:
OS_MO21_001G
Award:
2021 Print Best of Discipline Pencil
Agency:
Impact BBDO / Dubai + Boomtown Productions / Dubai
Client:
An Nahar Newspaper
Title:
The New National Anthem Edition
Category:
Best of Print
Annual ID:
OS_PT21_001G
Award:
2021 Moving Image Craft Best of Discipline Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Best of Moving Image Craft
Annual ID:
OS_MI21_001G
Award:
2021 Radio & Audio Best of Discipline Pencil
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Best of Radio & Audio
Annual ID:
OS_RA21_001G
Award:
2021 IP & Products Best of Discipline Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Best of IP & Products
Annual ID:
OS_IP21_001G
Award:
2021 Branded Entertainment Best of Discipline Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Best of Branded Entertainment
Annual ID:
OS_BE21_001G
Award:
2021 In-House Best of Discipline Pencil
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
Best of In-House
Annual ID:
OS_IH21_001G
Award:
2021 Experiential & Immersive Best of Discipline Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Best of Experiential & Immersive
Annual ID:
OS_EX21_001G
Award:
2021 Digital Craft Best of Discipline Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#painstories
Category:
Best of Digital Craft
Annual ID:
OS_DC21_001G
Award:
2021 Creative Effectiveness Best of Discipline Pencil
Agency:
BBDO / New York
Client:
Sandy Hook Promise
Title:
Back to School Essentials
Category:
Best of Creative Effectiveness
Annual ID:
OS_CE21_001G
Award:
2021 Public Relations Best of Discipline Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Best of Public Relations
Annual ID:
OS_PR21_001G
Award:
2021 Social Media Best of Discipline Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Best of Social Media
Annual ID:
OS_SM21_001G
Award:
2021 Direct Marketing Best of Discipline Pencil
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Best of Direct Marketing
Annual ID:
OS_DM21_001G
Award:
2021 Film Best of Discipline Pencil
Agency:
Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client:
Beats by Dr. Dre
Title:
You Love Me
Category:
Best of Film
Annual ID:
OS_FI21_001G
Award:
2021 Integrated Best of Discipline Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Best of Integrated
Annual ID:
OS_IG21_001G
Award:
2021 Music & Sound Craft Best of Discipline Pencil
Agency:
AMV BBDO / London + Chelsea Pictures + 750mph / London + Framestore / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Best of Music & Sound Craft
Annual ID:
OS_MS21_001G
Award:
2021 Out of Home Best of Discipline Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Best of Out of Home
Annual ID:
OS_OH21_001G
Award:
2021 Health, Wellness & Pharma Best of Discipline Pencil
Agency:
McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit
Client:
Change the Ref
Title:
The Unfinished Votes
Category:
Best of Health, Wellness & Pharma
Annual ID:
OS_HW21_001G
Award:
2021 Creative Use of Data Best of Discipline Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#painstories
Category:
Best of Creative Use of Data
Annual ID:
OS_CU21_001G
Award:
2021 Penta Pencil Penta Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble - Tide / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Saatchi & Saatchi & Tide
Category:
Penta Pencil
Annual ID:
OS_PP21_001P
Award:
2021 CMO Pencil CMO Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
CMO Pencil
Annual ID:
OS_CM21_001G
Award:
2021 Fusion Pencil Fusion Pencil
Agency:
FCB Inferno / London + Partizan / London
Client:
Sport England
Title:
This Girl Can
Category:
Fusion Pencil
Annual ID:
OS_FP21_001F
Award:
2021 Fusion Pencil Fusion Pencil
Agency:
The Bloc / New York
Client:
Empowher NY
Title:
The Call
Category:
Fusion Pencil
Annual ID:
OS_FP21_002F
Award:
2021 Sustainable Development Goals Pencil SDG Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Sustainable Development Goals
Annual ID:
OS_SD21_001D
Award:
2021 Sustainable Development Goals Pencil SDG Pencil
Agency:
Ogilvy Pakistan / Islamabad
Client:
Telenor Pakistan
Title:
Naming the invisible by Digital Birth Registration
Category:
Sustainable Development Goals
Annual ID:
OS_SD21_002D
Award:
2021 Sustainable Development Goals Pencil SDG Pencil
Agency:
MullenLowe / New York + UN Women + MediaHub
Client:
UN Women
Title:
The UNSeen Story
Category:
Sustainable Development Goals
Annual ID:
OS_SD21_003D
Award:
2021 Green Pencil Green Pencil
Agency:
Havas Turkey / İstanbul
Client:
Reckitt / Finish
Title:
Water Index
Category:
Green Pencil
Annual ID:
OS_GP21_001E
Award:
2021 Green Pencil Green Pencil
Agency:
Ogilvy Poland / Warsaw
Client:
LEGO
Title:
Green Instructions
Category:
Green Pencil
Annual ID:
OS_GP21_002E
Award:
2021 Direct Marketing Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_040G
Award:
2021 Direct Marketing Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_041G
Award:
2021 Integrated Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Integrated Branding Campaign
Annual ID:
OS_IG21_001G
Award:
2021 Out of Home Gold Pencil
Agency:
BBH / New York + Chief + National Women's History Museum
Client:
Chief and National Women's History Museum
Title:
Glass Ceiling Breaker
Category:
Craft / Art Direction
Annual ID:
OS_OH21_018G
Award:
2021 Out of Home Gold Pencil
Agency:
DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Craft / Art Direction
Annual ID:
OS_OH21_019G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Brand Installations
Annual ID:
OS_EX21_008G
Award:
2021 Direct Marketing Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Experiential / Customer Experience / CX
Annual ID:
OS_DM21_015G
Award:
2021 Digital Craft Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#painstories
Category:
Creative Use of Data
Annual ID:
OS_DC21_001G
Award:
2021 Public Relations Gold Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Brand Partnerships
Annual ID:
OS_PR21_019G
Award:
2021 Mobile Gold Pencil
Agency:
DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Craft / Art Direction
Annual ID:
OS_MO21_010G
Award:
2021 Mobile Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Craft / Art Direction
Annual ID:
OS_MO21_011G
Award:
2021 In-House Gold Pencil
Agency:
Spotify In-House
Client:
Spotify
Title:
Alone with Me
Category:
Agency-Initiated & Originated Projects
Annual ID:
OS_IH21_002G
Award:
2021 In-House Gold Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Agency-Initiated & Originated Projects
Annual ID:
OS_IH21_004G
Award:
2021 Print Gold Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Innovation & Transformation / Innovation in Print
Annual ID:
OS_PT21_028G
Award:
2021 Social Media Gold Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
User-Generated Content
Annual ID:
OS_SM21_016G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_024G
Award:
2021 Health, Wellness & Pharma Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Products
Annual ID:
OS_HW21_004G
Award:
2021 Health, Wellness & Pharma Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Products
Annual ID:
OS_HW21_005G
Award:
2021 Design Gold Pencil
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS_DE21_040G
