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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Agency
Client
Title
Category
Annual ID
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: PC Games / Brand Integration / Placement
SickKids VS Be A Light
Agency: Cossette / Toronto + Scouts Honour / Toronto + Outsider Editorial / Toronto
Client: SickKids Foundation Category: Music Adaptation / Song
Beyond Generations: Gaming Against Loneliness
Agency: McCann / London + Craft / London
Client: Microsoft / Xbox Category: Innovation & Transformation / Innovation in Gaming
13865 black dots and 2 red dots.
Agency: DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka + Plug Ltd. / Tokyo
Client: NAGASAKI SHIMBUNSHA Category: Newspaper / Single
BERLIN'S HEART STANDS STILL.
Agency: Jung von Matt AG / Hamburg + Rabbicorn Films / Hamburg + DELI Hamburg GmbH / Hamburg + Not A Machine GmbH / Hamburg
Client: Berliner Verkehrsbetriebe (BVG) - AöR Category: Events & Experiential
The BVG Hempticket – Come home, calm down.
Agency: Jung von Matt AG / Hamburg + Tony Petersen Film GmbH / Hamburg + Not A Machine GmbH / Hamburg + DELI Creative Collective / Hamburg
Client: Berliner Verkehrsbetriebe (BVG) - AöR Category: Events & Experiential
Motherland Pride
Agency: Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client: KyivPride Category: Events & Experiential
Gender Gaps
Agency: +KNAUSS / Hamburg + Die Stube / Hamburg
Client: Frauen aufs Podium e.V. Category: Writing / Series
Mystery Sniper
Agency: INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton
Client: Activision Blizzard / Call of Duty Category: Experiential / Virtual Events
9/12: The untold story of reconnecting New York
Agency: Verizon Creative Marketing / New York + Unit 9 / Los Angeles + PixelPusher / New York + Boombox / New York
Client: Verizon Category: Experiential / Virtual Events
OUT OF INK
Agency: Diario La Prensa / Managua + TBWA Nicaragua / Managua
Client: Diario LA PRENSA Category: Media Relations
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Media Relations
Cheetle iD
Agency: Goodby Silverstein & Partners / San Francisco
Client: Cheetos Category: Ecommerce
EatQual
Agency: DDB Mudra Group / Mumbai + Vanilla Films / Mumbai
Client: McDonald's Category: Packaging / Specialty
BERLIN'S HEART STANDS STILL.
Agency: Jung von Matt AG / Hamburg + Rabbicorn Films / Hamburg + DELI Hamburg GmbH / Hamburg + Not A Machine GmbH / Hamburg
Client: Berliner Verkehrsbetriebe (BVG) - AöR Category: Experiential / Immersive / Events
Hackwashing
Agency: VMLY&R Commerce / Mumbai + Hindustan Unilever Limited / Mumbai
Client: Lifebuoy Category: Experiential / Immersive / Events
The Ad Break Championship – GTI Hijack
Agency: DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client: Volkswagen Group Australia Category: Gaming / Mobile
Save it See it
Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Client: AB InBev / Michelob ULTRA Category: Active Engagement / Call to Action
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Active Engagement / Call to Action
RECEATS
Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client: Good Fortune Category: Active Engagement / Call to Action
Hot Dog Pact
Agency: Rethink + Kraft Heinz
Client: Kraft Heinz Canada Category: Active Engagement / Call to Action
Hate to Protect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Guides TAO Category: Active Engagement / Call to Action
VB Solar Exchange
Agency: Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Client: Carlton & United Breweries Category: Innovation & Transformation / Innovation in Public Relations
Undercover Avatar
Agency: Havas Play + Association Enfant Bleu / Paris
Client: Association L'Enfant Bleu Category: Creative Effectiveness / Non-Profit / Charity
Ability Signs
Agency: Rethink + Decathlon
Client: Decathlon Canada Category: Spatial Design / Wayfinding
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Artist / Brand Collaboration
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Artist / Brand Collaboration
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Influencer Marketing / Single Channel
You are a gamer and don’t know it
Agency: LLYC / Madrid
Client: MULTIÓPTICAS Category: Influencer Marketing / Single Channel
Go For The Handful
Agency: Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client: Goldfish Category: Influencer Marketing / Single Channel
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Television & VOD / Long Form - Single
Toll Booth
Agency: FCB New Zealand / Auckland + 3&7 / Los Angeles
Client: Waka Kotahi Category: Television & VOD / Long Form - Single
Dream House
Agency: Highdive / Chicago + Rocket Mortgage & Rocket Homes + Stink Films
Client: Rocket Mortgage & Rocket Homes Category: Television & VOD / Long Form - Single
Alexa's Body
Agency: Hungry Man / New York + Lucky Generals / London
Client: Amazon Alexa Category: Television & VOD / Long Form - Single
Reverse Selfie
Agency: Ogilvy UK / London
Client: Dove Category: Television & VOD / Long Form - Single
You Have To See It
Agency: Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles
Client: TikTok Category: Television & VOD / Long Form - Single
The Heinicke Deal
Agency: 3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client: AB InBev / Bud Light Category: Brand Partnerships
The Official Tennis of Sipsmith Gin
Agency: Ogilvy UK / London
Client: Sipsmith Category: Brand Partnerships
OREO Thins Protection Program
Agency: the community / Miami + OREO / New York
Client: OREO Category: Brand Partnerships
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Innovation & Transformation / Innovation in Radio & Audio
Auditorial
Agency: R/GA / London + R/GA / Sao Paolo + Google / London
Client: Google Category: Innovation & Transformation / Innovation in Design
The Netflix Marquee
Agency: Netflix
Client: Netflix Category: Brand-Side Initiated & Originated Projects
The Milk Captcha
Agency: Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client: Oatly Category: Brand-Side Initiated & Originated Projects
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Craft / Photography
Not Paris
Agency: Marcel / Paris
Client: Transavia Category: Innovation & Transformation / Innovation in Lockdown
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Craft / Photography
Meat?
Agency: DAVID / Madrid + LundLund / Stockholm
Client: Burger King Category: Craft / Photography
Award:
2022 Gaming Bronze Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
PC Games / Brand Integration / Placement
Annual ID:
OS22_GA008B
Award:
2022 Music & Sound Craft Bronze Pencil
Agency:
Cossette / Toronto + Scouts Honour / Toronto + Outsider Editorial / Toronto
Client:
SickKids Foundation
Title:
SickKids VS Be A Light
Category:
Music Adaptation / Song
Annual ID:
OS22_MS015B
Award:
2022 Gaming Bronze Pencil
Agency:
McCann / London + Craft / London
Client:
Microsoft / Xbox
Title:
Beyond Generations: Gaming Against Loneliness
Category:
Innovation & Transformation / Innovation in Gaming
Annual ID:
OS22_GA009B
Award:
2022 Print Bronze Pencil
Agency:
DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka + Plug Ltd. / Tokyo
Client:
NAGASAKI SHIMBUNSHA
Title:
13865 black dots and 2 red dots.
Category:
Newspaper / Single
Annual ID:
OS22_PT016B
Award:
2022 Public Relations Bronze Pencil
Agency:
Hjaltelin Stahl / Copenhagen
Client:
IKEA
Title:
CIRKULÄR
Category:
Events & Experiential
Annual ID:
OS22_PR018B
Award:
2022 Public Relations Bronze Pencil
Agency:
Jung von Matt AG / Hamburg + Rabbicorn Films / Hamburg + DELI Hamburg GmbH / Hamburg + Not A Machine GmbH / Hamburg
Client:
Berliner Verkehrsbetriebe (BVG) - AöR
Title:
BERLIN'S HEART STANDS STILL.
Category:
Events & Experiential
Annual ID:
OS22_PR019B
Award:
2022 Public Relations Bronze Pencil
Agency:
Jung von Matt AG / Hamburg + Tony Petersen Film GmbH / Hamburg + Not A Machine GmbH / Hamburg + DELI Creative Collective / Hamburg
Client:
Berliner Verkehrsbetriebe (BVG) - AöR
Title:
The BVG Hempticket – Come home, calm down.
Category:
Events & Experiential
Annual ID:
OS22_PR020B
Award:
2022 Public Relations Bronze Pencil
Agency:
Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client:
KyivPride
Title:
Motherland Pride
Category:
Events & Experiential
Annual ID:
OS22_PR021B
Award:
2022 Creative Use of Data Bronze Pencil
Agency:
PS21 / Madrid
Client:
KFC
Title:
KFCopypaste
Category:
Social Media
Annual ID:
OS22_CU011B
Award:
2022 Moving Image Craft Bronze Pencil
Agency:
+KNAUSS / Hamburg + Die Stube / Hamburg
Client:
Frauen aufs Podium e.V.
Title:
Gender Gaps
Category:
Writing / Series
Annual ID:
OS22_MI048B
Award:
2022 Branded Entertainment Bronze Pencil
Agency:
INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton
Client:
Activision Blizzard / Call of Duty
Title:
Mystery Sniper
Category:
Experiential / Virtual Events
Annual ID:
OS22_BE031B
Award:
2022 Branded Entertainment Bronze Pencil
Agency:
Verizon Creative Marketing / New York + Unit 9 / Los Angeles + PixelPusher / New York + Boombox / New York
Client:
Verizon
Title:
9/12: The untold story of reconnecting New York
Category:
Experiential / Virtual Events
Annual ID:
OS22_BE032B
Award:
2022 Public Relations Bronze Pencil
Agency:
Diario La Prensa / Managua + TBWA Nicaragua / Managua
Client:
Diario LA PRENSA
Title:
OUT OF INK
Category:
Media Relations
Annual ID:
OS22_PR016B
Award:
2022 Public Relations Bronze Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Media Relations
Annual ID:
OS22_PR017B
Award:
2022 Experiential & Immersive Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Cheetos
Title:
Cheetle iD
Category:
Ecommerce
Annual ID:
OS22_EX021B
Award:
2022 Design Bronze Pencil
Agency:
DDB Mudra Group / Mumbai + Vanilla Films / Mumbai
Client:
McDonald's
Title:
EatQual
Category:
Packaging / Specialty
Annual ID:
OS22_DE039B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
Jung von Matt AG / Hamburg + Rabbicorn Films / Hamburg + DELI Hamburg GmbH / Hamburg + Not A Machine GmbH / Hamburg
Client:
Berliner Verkehrsbetriebe (BVG) - AöR
Title:
BERLIN'S HEART STANDS STILL.
Category:
Experiential / Immersive / Events
Annual ID:
OS22_HW018B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
VMLY&R Commerce / Mumbai + Hindustan Unilever Limited / Mumbai
Client:
Lifebuoy
Title:
Hackwashing
Category:
Experiential / Immersive / Events
Annual ID:
OS22_HW019B
Award:
2022 Interactive, Online & Mobile Bronze Pencil
Agency:
DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client:
Volkswagen Group Australia
Title:
The Ad Break Championship – GTI Hijack
Category:
Gaming / Mobile
Annual ID:
OS22_IN025B
Award:
2022 Social Media Bronze Pencil
Agency:
GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Client:
AB InBev / Michelob ULTRA
Title:
Save it See it
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM025B
Award:
2022 Social Media Bronze Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM026B
Award:
2022 Social Media Bronze Pencil
Agency:
OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client:
Good Fortune
Title:
RECEATS
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM027B
Award:
2022 Social Media Bronze Pencil
Agency:
Rethink + Kraft Heinz
Client:
Kraft Heinz Canada
Title:
Hot Dog Pact
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM028B
Award:
2022 Social Media Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Guides TAO
Title:
Hate to Protect
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM029B
Award:
2022 Public Relations Bronze Pencil
Agency:
Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Client:
Carlton & United Breweries
Title:
VB Solar Exchange
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS22_PR028B
Award:
2022 Creative Effectiveness Bronze Pencil
Agency:
Havas Play + Association Enfant Bleu / Paris
Client:
Association L'Enfant Bleu
Title:
Undercover Avatar
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS22_CE012B
Award:
2022 Pharma Bronze Pencil
Agency:
21GRAMS / London
Client:
AstraZeneca
Title:
The Big Sneeze
Category:
Out of Home
Annual ID:
OS22_PH011B
Award:
2022 Design Bronze Pencil
Agency:
Rethink + Decathlon
Client:
Decathlon Canada
Title:
Ability Signs
Category:
Spatial Design / Wayfinding
Annual ID:
OS22_DE045B
Award:
2022 Music & Sound Craft Bronze Pencil
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Artist / Brand Collaboration
Annual ID:
OS22_MS017B
Award:
2022 Music & Sound Craft Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Artist / Brand Collaboration
Annual ID:
OS22_MS018B
Award:
2022 Social Media Bronze Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Influencer Marketing / Single Channel
Annual ID:
OS22_SM033B
Award:
2022 Social Media Bronze Pencil
Agency:
LLYC / Madrid
Client:
MULTIÓPTICAS
Title:
You are a gamer and don’t know it
Category:
Influencer Marketing / Single Channel
Annual ID:
OS22_SM034B
Award:
2022 Social Media Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client:
Goldfish
Title:
Go For The Handful
Category:
Influencer Marketing / Single Channel
Annual ID:
OS22_SM035B
Award:
2022 Film Bronze Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI025B
Award:
2022 Film Bronze Pencil
Agency:
FCB New Zealand / Auckland + 3&7 / Los Angeles
Client:
Waka Kotahi
Title:
Toll Booth
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI026B
Award:
2022 Film Bronze Pencil
Agency:
Highdive / Chicago + Rocket Mortgage & Rocket Homes + Stink Films
Client:
Rocket Mortgage & Rocket Homes
Title:
Dream House
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI027B
Award:
2022 Film Bronze Pencil
Agency:
Hungry Man / New York + Lucky Generals / London
Client:
Amazon Alexa
Title:
Alexa's Body
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI028B
Award:
2022 Film Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI029B
Award:
2022 Film Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles
Client:
TikTok
Title:
You Have To See It
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI030B
Award:
2022 Integrated Bronze Pencil
Agency:
3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client:
AB InBev / Bud Light
Title:
The Heinicke Deal
Category:
Brand Partnerships
Annual ID:
OS22_IG014B
Award:
2022 Integrated Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Sipsmith
Title:
The Official Tennis of Sipsmith Gin
Category:
Brand Partnerships
Annual ID:
OS22_IG015B
Award:
2022 Integrated Bronze Pencil
Agency:
the community / Miami + OREO / New York
Client:
OREO
Title:
OREO Thins Protection Program
Category:
Brand Partnerships
Annual ID:
OS22_IG016B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS22_RA018B
Award:
2022 Design Bronze Pencil
Agency:
R/GA / London + R/GA / Sao Paolo + Google / London
Client:
Google
Title:
Auditorial
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS22_DE052B
Award:
2022 Brand-Side / In-House Bronze Pencil
Agency:
Netflix
Client:
Netflix
Title:
The Netflix Marquee
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS007B
Award:
2022 Brand-Side / In-House Bronze Pencil
Agency:
Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client:
Oatly
Title:
The Milk Captcha
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS008B
Award:
2022 Design Bronze Pencil
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Craft / Photography
Annual ID:
OS22_DE050B
Award:
2022 Social Media Bronze Pencil
Agency:
Marcel / Paris
Client:
Transavia
Title:
Not Paris
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_SM038B
Award:
2022 Print Bronze Pencil
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Craft / Photography
Annual ID:
OS22_PT021B
Award:
2022 Print Bronze Pencil
Agency:
DAVID / Madrid + LundLund / Stockholm
Client:
Burger King
Title:
Meat?
Category:
Craft / Photography
Annual ID:
OS22_PT022B
