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 Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Social Post / Series
Roast Day Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York Client: Wendy's Category: Craft / Writing
Welcome to the Icelandverse Agency: SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi Talk / London + Business Iceland Client: Inspired By Iceland Category: Social Post / Real-time Response
Vienna strips on OnlyFans Agency: Jung von Matt DONAU GmbH / Vienna Client: Vienna Tourist Board Category: Social Channel / Single Platform
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Craft / Use of Visuals
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Craft / Use of Visuals
The 9th Lane Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris Client: Lacoste Category: Livestream
Hate to Protect Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt Client: Guides TAO Category: User-Generated Content
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Influencer Marketing / Multi-Channel
RECEATS Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto Client: Good Fortune Category: Innovation & Transformation / Innovation in Lockdown
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Stunts & Activations
Save it See it Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles Client: AB InBev / Michelob ULTRA Category: Social Channel / Single Platform
Hidden Spots Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo Client: Kraft Heinz + Activision Blizzard Category: Livestream
Vienna strips on OnlyFans Agency: Jung von Matt DONAU GmbH / Vienna Client: Vienna Tourist Board Category: Social Post / Series
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Active Engagement / Call to Action
Roast Day Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York Client: Wendy's Category: Active Engagement / Call to Action
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Stunts & Activations
Vienna strips on OnlyFans Agency: Jung von Matt DONAU GmbH / Vienna Client: Vienna Tourist Board Category: Stunts & Activations
Apple TV+ Ted Lasso - Toast Me Agency: TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles Client: Apple Category: Craft / Writing
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 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
Save it See it Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles Client: AB InBev / Michelob ULTRA Category: Innovation & Transformation / Innovation in Social Media
The Heinicke Deal Agency: 3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light Client: AB InBev / Bud Light Category: Social Post / Real-time Response
Outlaw Runners Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris Client: Distance Category: Social Post / Real-time Response
hello literally everyone Agency: Twitter / San Francisco Client: Twitter Category: Social Post / Real-time Response
The 9th Lane Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris Client: Lacoste Category: Social Channel / Multi-Platform
OREO Thins Protection Program Agency: the community / Miami + OREO / New York Client: OREO Category: Social Channel / Multi-Platform
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
Not Paris Agency: Marcel / Paris Client: Transavia Category: Innovation & Transformation / Innovation in Lockdown
Go For The Handful Agency: Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York Client: Goldfish Category: Social Post / Single
Outlaw Runners Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris Client: Distance Category: Stunts & Activations
OREO Thins Protection Program Agency: the community / Miami + OREO / New York Client: OREO Category: Stunts & Activations
Roast Day Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York Client: Wendy's Category: Stunts & Activations
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Craft / Writing
Warzone in Paradise Agency: 72andSunny / Los Angeles Client: Activision Blizzard / Call of Duty Category: Influencer Marketing / Single Channel
Reverse Renegade Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago Client: Hanes / Champion Category: Influencer Marketing / Single Channel
Invaluable Food Agency: Leo Burnett / Madrid Client: Madrid Fusion Category: Influencer Marketing / Single Channel
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Influencer Marketing / Single Channel
Apple TV+ Invasion - Twitch Streamers Invaded Live Agency: TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles Client: Apple Category: Influencer Marketing / Single Channel
Clubhouse Bacon Agency: Droga5 / New York Client: IHOP Category: Innovation & Transformation / Innovation in Social Media
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Innovation & Transformation / Innovation in Social Media
Shah Rukh Khan-My-Ad Agency: Ogilvy Mumbai / India + Mondelez Client: Mondelez Category: Innovation & Transformation / Innovation in Social Media
The Cristiano Bottle Agency: Rethink + IKEA Client: IKEA Canada Category: Social Post / Real-time Response
Meat Tweet Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago Client: Wendy's Category: Social Post / Real-time Response
Believe In Ted Lasso Agency: Apple + Apple TV+ / Los Angeles + TBWA\Media Arts Lab / Los Angeles + GLOW Client: Apple TV+ Category: Social Channel / Single Platform

2022 Social Media Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Social Post / Series

OS22_SM001G

2022 Social Media Gold Pencil

VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York

Wendy's

Roast Day

Craft / Writing

OS22_SM008G

2022 Social Media Gold Pencil

SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi Talk / London + Business Iceland

Inspired By Iceland

Welcome to the Icelandverse

Social Post / Real-time Response

OS22_SM003G

2022 Social Media Gold Pencil

Jung von Matt DONAU GmbH / Vienna

Vienna Tourist Board

Vienna strips on OnlyFans

Social Channel / Single Platform

OS22_SM002G

2022 Social Media Gold Pencil

Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs

Change the Ref Inc.

The Lost Class

Craft / Use of Visuals

OS22_SM009G

2022 Social Media Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Craft / Use of Visuals

OS22_SM010G

2022 Social Media Gold Pencil

BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris

Lacoste

The 9th Lane

Livestream

OS22_SM004G

2022 Social Media Gold Pencil

TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt

Guides TAO

Hate to Protect

User-Generated Content

OS22_SM005G

2022 Social Media Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Influencer Marketing / Multi-Channel

OS22_SM007G

2022 Social Media Gold Pencil

OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto

Good Fortune

RECEATS

Innovation & Transformation / Innovation in Lockdown

OS22_SM011G

2022 Social Media Gold Pencil

Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs

Change the Ref Inc.

The Lost Class

Stunts & Activations

OS22_SM006G

2022 Social Media Silver Pencil

GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles

AB InBev / Michelob ULTRA

Save it See it

Social Channel / Single Platform

OS22_SM012S

2022 Social Media Silver Pencil

GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo

Kraft Heinz + Activision Blizzard

Hidden Spots

Livestream

OS22_SM014S

2022 Social Media Silver Pencil

Jung von Matt DONAU GmbH / Vienna

Vienna Tourist Board

Vienna strips on OnlyFans

Social Post / Series

OS22_SM013S

2022 Social Media Silver Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Active Engagement / Call to Action

OS22_SM015S

2022 Social Media Silver Pencil

VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York

Wendy's

Roast Day

Active Engagement / Call to Action

OS22_SM016S

2022 Social Media Silver Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Stunts & Activations

OS22_SM017S

2022 Social Media Silver Pencil

Jung von Matt DONAU GmbH / Vienna

Vienna Tourist Board

Vienna strips on OnlyFans

Stunts & Activations

OS22_SM018S

2022 Social Media Bronze Pencil

TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles

Apple

Apple TV+ Ted Lasso - Toast Me

Craft / Writing

OS22_SM036B

2022 Social Media Bronze Pencil

GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo

Kraft Heinz + Activision Blizzard

Hidden Spots

Influencer Marketing / Single Channel

OS22_SM033B

2022 Social Media Bronze Pencil

LLYC

MULTIÓPTICAS

You are a gamer and don’t know it

Influencer Marketing / Single Channel

OS22_SM034B

2022 Social Media Bronze Pencil

Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York

Goldfish

Go For The Handful

Influencer Marketing / Single Channel

OS22_SM035B

2022 Social Media Bronze Pencil

GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles

AB InBev / Michelob ULTRA

Save it See it

Innovation & Transformation / Innovation in Social Media

OS22_SM037B

2022 Social Media Bronze Pencil

3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light

AB InBev / Bud Light

The Heinicke Deal

Social Post / Real-time Response

OS22_SM022B

2022 Social Media Bronze Pencil

BETC / Paris + GUM / Paris + Soldats Films / Paris

Distance

Outlaw Runners

Social Post / Real-time Response

OS22_SM023B

2022 Social Media Bronze Pencil

Twitter / San Francisco

Twitter

hello literally everyone

Social Post / Real-time Response

OS22_SM024B

2022 Social Media Bronze Pencil

BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris

Lacoste

The 9th Lane

Social Channel / Multi-Platform

OS22_SM019B

2022 Social Media Bronze Pencil

the community / Miami + OREO / New York

OREO

OREO Thins Protection Program

Social Channel / Multi-Platform

OS22_SM020B

2022 Social Media Bronze Pencil

GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles

AB InBev / Michelob ULTRA

Save it See it

Active Engagement / Call to Action

OS22_SM025B

2022 Social Media Bronze Pencil

Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs

Change the Ref Inc.

The Lost Class

Active Engagement / Call to Action

OS22_SM026B

2022 Social Media Bronze Pencil

OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto

Good Fortune

RECEATS

Active Engagement / Call to Action

OS22_SM027B

2022 Social Media Bronze Pencil

Rethink + Kraft Heinz

Kraft Heinz Canada

Hot Dog Pact

Active Engagement / Call to Action

OS22_SM028B

2022 Social Media Bronze Pencil

TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt

Guides TAO

Hate to Protect

Active Engagement / Call to Action

OS22_SM029B

2022 Social Media Bronze Pencil

Marcel / Paris

Transavia

Not Paris

Innovation & Transformation / Innovation in Lockdown

OS22_SM038B

2022 Social Media Bronze Pencil

Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York

Goldfish

Go For The Handful

Social Post / Single

OS22_SM021B

2022 Social Media Bronze Pencil

BETC / Paris + GUM / Paris + Soldats Films / Paris

Distance

Outlaw Runners

Stunts & Activations

OS22_SM030B

2022 Social Media Bronze Pencil

the community / Miami + OREO / New York

OREO

OREO Thins Protection Program

Stunts & Activations

OS22_SM031B

2022 Social Media Bronze Pencil

VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York

Wendy's

Roast Day

Stunts & Activations

OS22_SM032B

2022 Social Media Merit Award

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Craft / Writing

OS22_SM091M

2022 Social Media Merit Award

72andSunny / Los Angeles

Activision Blizzard / Call of Duty

Warzone in Paradise

Influencer Marketing / Single Channel

OS22_SM080M

2022 Social Media Merit Award

Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago

Hanes / Champion

Reverse Renegade

Influencer Marketing / Single Channel

OS22_SM081M

2022 Social Media Merit Award

Leo Burnett / Madrid

Madrid Fusion

Invaluable Food

Influencer Marketing / Single Channel

OS22_SM082M

2022 Social Media Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Influencer Marketing / Single Channel

OS22_SM083M

2022 Social Media Merit Award

TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles

Apple

Apple TV+ Invasion - Twitch Streamers Invaded Live

Influencer Marketing / Single Channel

OS22_SM084M

2022 Social Media Merit Award

Droga5 / New York

IHOP

Clubhouse Bacon

Innovation & Transformation / Innovation in Social Media

OS22_SM098M

2022 Social Media Merit Award

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Innovation & Transformation / Innovation in Social Media

OS22_SM099M

2022 Social Media Merit Award

Ogilvy Mumbai / India + Mondelez

Mondelez

Shah Rukh Khan-My-Ad

Innovation & Transformation / Innovation in Social Media

OS22_SM100M

2022 Social Media Merit Award

Rethink + IKEA

IKEA Canada

The Cristiano Bottle

Social Post / Real-time Response

OS22_SM058M

2022 Social Media Merit Award

VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago

Wendy's

Meat Tweet

Social Post / Real-time Response

OS22_SM059M

2022 Social Media Merit Award

Apple + Apple TV+ / Los Angeles + TBWA\Media Arts Lab / Los Angeles + GLOW

Apple TV+

Believe In Ted Lasso

Social Channel / Single Platform

OS22_SM039M

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