The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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

Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Best of Direct Marketing
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Social Media Post / Series
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Social Media Post / Series
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Brand Partnerships
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Experiential / In-Person Events
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Experiential / In-Person Events
Vanguards of Photography Agency: GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles Client: Activision Blizzard / Call of Duty Category: Experiential / Brand Installations
Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Out of Home / Billboards & Transit
Fearless Night Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt Client: HandsAway Category: Out of Home / Billboards & Transit
Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Innovation & Transformation / Innovation in Lockdown
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Digital & Online / Ecommerce
Salla 2032 Agency: Africa / São Paulo Client: House of Lapland Category: Non-traditional & Guerrilla Marketing
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Integrated Campaign
Vanguards of Photography Agency: GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles + m ss ng p eces / Los Angeles Client: Activision Blizzard / Call of Duty Category: Craft / Use of Technology
Salla 2032 Agency: Africa / São Paulo Client: House of Lapland Category: Targeted Video / Online
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Targeted Video / Online
OREO Thins Protection Program Agency: the community / Miami + OREO / New York Client: OREO Category: Brand Partnerships
Uber Heetch Agency: Marcel / Paris Client: Heetch Category: Non-traditional & Guerrilla Marketing
David's Unusables Agency: Special New Zealand + Motor Neurone Disease New Zealand + The Post Office Client: Motor Neurone Disease New Zealand (MND NZ) Category: Non-traditional & Guerrilla Marketing
VB Solar Exchange Agency: Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions Client: Carlton & United Breweries Category: Integrated Campaign
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 Direct Marketing
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Craft / Use of Technology
Save it See it Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles Client: AB InBev / Michelob ULTRA Category: Targeted Video / Online
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Craft / Art Direction
Reverse Renegade Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago Client: Hanes / Champion Category: Social Media Post / Single
Mystery Sniper Agency: INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton Client: Activision Blizzard / Call of Duty Category: Experiential / Virtual Events
The Most Wanted Portrait Agency: Sancho BBDO / Bogotá + Flare / Bogotá + Hastings Audio Network / Hamburg Client: Alcaldía de Soacha Category: Out of Home / P.O.P. & In-Store
Hidden Spots Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo Client: Kraft Heinz + Activision Blizzard Category: Brand Partnerships
Plastic fishing tournament Agency: We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio Client: AB InBev / Corona Category: Experiential / In-Person Events
Fearless Night Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt Client: HandsAway Category: Experiential / Brand Installations
Thighstop Agency: Leo Burnett / Chicago + Wingstop / Chicago + MSL Group / Chicago + Publicis Connect / Chicago Client: Wingstop Category: Innovation & Transformation / Innovation in Lockdown
RECEATS Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto Client: Good Fortune Category: Innovation & Transformation / Innovation in Lockdown
The Most Valuable News Agency: Africa / São Paulo Client: Folha de S.Paulo Newspaper Category: Physical Items
The Inevitable News Agency: Area 23, An IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Brooklyn Sports Page / Brooklyn + Stellar Printing Inc. / Long Island City Client: The Columbia Journalism Review Category: Physical Items
Uber Heetch Agency: Marcel / Paris + Heetch / Paris Client: Heetch Category: Physical Items
OREO Thins Protection Program Agency: the community / Miami + OREO / New York Client: OREO Category: Physical Items
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Non-traditional & Guerrilla Marketing
Human Bait Agency: Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago Client: SC Johnson / Raid Category: Non-traditional & Guerrilla Marketing
Shah Rukh Khan-My-Ad Agency: Ogilvy Mumbai / India + Mondelez Client: Mondelez Category: Craft / Data-Driven Personalization
Abolish §219a Agency: Grey Germany / Hamburg Client: TERRE DES FEMMES Category: Integrated Campaign
Uber Heetch Agency: Marcel / Paris Client: Heetch Category: Innovation & Transformation / Innovation in Direct Marketing
Plastic fishing tournament Agency: We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio Client: AB InBev / Corona Category: Innovation & Transformation / Innovation in Direct Marketing
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Digital & Online / Websites & Mobile
Hidden Spots Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo Client: Kraft Heinz + Activision Blizzard Category: Targeted Video / Online
Save it See it Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles Client: AB InBev / Michelob ULTRA Category: Social Media Post / Single
Invaluable Food Agency: Leo Burnett / Madrid Client: Madrid Fusion Category: Social Media Post / Single
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Social Media Post / Single
Happy Birthday, Twitter Agency: No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content Client: Canadian Centre for Child Protection Category: Social Media Post / Single
Outlaw Runners Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris Client: Distance Category: Targeted Video / On Location
Hate to Protect Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt Client: Guides TAO Category: Social Media Post / Series

2022 Direct Marketing Best of Discipline Pencil

Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina

Heineken

Shutter Ads

Best of Direct Marketing

OS22_DM001G

2022 Direct Marketing Gold Pencil

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

Change the Ref Inc.

The Lost Class

Social Media Post / Series

OS22_DM010G

2022 Direct Marketing Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Social Media Post / Series

OS22_DM011G

2022 Direct Marketing Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Brand Partnerships

OS22_DM014G

2022 Direct Marketing Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Experiential / In-Person Events

OS22_DM007G

2022 Direct Marketing Gold Pencil

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

Change the Ref Inc.

The Lost Class

Experiential / In-Person Events

OS22_DM008G

2022 Direct Marketing Gold Pencil

GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles

Activision Blizzard / Call of Duty

Vanguards of Photography

Experiential / Brand Installations

OS22_DM006G

2022 Direct Marketing Gold Pencil

Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina

Heineken

Shutter Ads

Out of Home / Billboards & Transit

OS22_DM002G

2022 Direct Marketing Gold Pencil

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

HandsAway

Fearless Night

Out of Home / Billboards & Transit

OS22_DM003G

2022 Direct Marketing Gold Pencil

Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina

Heineken

Shutter Ads

Innovation & Transformation / Innovation in Lockdown

OS22_DM001G

2022 Direct Marketing Gold Pencil

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Digital & Online / Ecommerce

OS22_DM009G

2022 Direct Marketing Gold Pencil

Africa / São Paulo

House of Lapland

Salla 2032

Non-traditional & Guerrilla Marketing

OS22_DM012G

2022 Direct Marketing Gold Pencil

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

Change the Ref Inc.

The Lost Class

Integrated Campaign

OS22_DM013G

2022 Direct Marketing Gold Pencil

GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles + m ss ng p eces / Los Angeles

Activision Blizzard / Call of Duty

Vanguards of Photography

Craft / Use of Technology

OS22_DM015G

2022 Direct Marketing Gold Pencil

Africa / São Paulo

House of Lapland

Salla 2032

Targeted Video / Online

OS22_DM004G

2022 Direct Marketing Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Targeted Video / Online

OS22_DM005G

2022 Direct Marketing Silver Pencil

the community / Miami + OREO / New York

OREO

OREO Thins Protection Program

Brand Partnerships

OS22_DM020S

2022 Direct Marketing Silver Pencil

Marcel / Paris

Heetch

Uber Heetch

Non-traditional & Guerrilla Marketing

OS22_DM017S

2022 Direct Marketing Silver Pencil

Special New Zealand + Motor Neurone Disease New Zealand + The Post Office

Motor Neurone Disease New Zealand (MND NZ)

David's Unusables

Non-traditional & Guerrilla Marketing

OS22_DM018S

2022 Direct Marketing Silver Pencil

Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions

Carlton & United Breweries

VB Solar Exchange

Integrated Campaign

OS22_DM019S

2022 Direct Marketing Silver Pencil

Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions

Carlton & United Breweries

VB Solar Exchange

Innovation & Transformation / Innovation in Direct Marketing

OS22_DM023S

2022 Direct Marketing Silver Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Craft / Use of Technology

OS22_DM022S

2022 Direct Marketing Silver Pencil

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

AB InBev / Michelob ULTRA

Save it See it

Targeted Video / Online

OS22_DM016S

2022 Direct Marketing Silver Pencil

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

Change the Ref Inc.

The Lost Class

Craft / Art Direction

OS22_DM021S

2022 Direct Marketing Bronze Pencil

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

Hanes / Champion

Reverse Renegade

Social Media Post / Single

OS22_DM034B

2022 Direct Marketing Bronze Pencil

INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton

Activision Blizzard / Call of Duty

Mystery Sniper

Experiential / Virtual Events

OS22_DM032B

2022 Direct Marketing Bronze Pencil

Sancho BBDO / Bogotá + Flare / Bogotá + Hastings Audio Network / Hamburg

Alcaldía de Soacha

The Most Wanted Portrait

Out of Home / P.O.P. & In-Store

OS22_DM028B

2022 Direct Marketing Bronze Pencil

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

Kraft Heinz + Activision Blizzard

Hidden Spots

Brand Partnerships

OS22_DM038B

2022 Direct Marketing Bronze Pencil

We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio

AB InBev / Corona

Plastic fishing tournament

Experiential / In-Person Events

OS22_DM031B

2022 Direct Marketing Bronze Pencil

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

HandsAway

Fearless Night

Experiential / Brand Installations

OS22_DM030B

2022 Direct Marketing Bronze Pencil

Leo Burnett / Chicago + Wingstop / Chicago + MSL Group / Chicago + Publicis Connect / Chicago

Wingstop

Thighstop

Innovation & Transformation / Innovation in Lockdown

OS22_DM042B

2022 Direct Marketing Bronze Pencil

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

Good Fortune

RECEATS

Innovation & Transformation / Innovation in Lockdown

OS22_DM043B

2022 Direct Marketing Bronze Pencil

Africa / São Paulo

Folha de S.Paulo Newspaper

The Most Valuable News

Physical Items

OS22_DM024B

2022 Direct Marketing Bronze Pencil

Area 23, An IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Brooklyn Sports Page / Brooklyn + Stellar Printing Inc. / Long Island City

The Columbia Journalism Review

The Inevitable News

Physical Items

OS22_DM025B

2022 Direct Marketing Bronze Pencil

Marcel / Paris + Heetch / Paris

Heetch

Uber Heetch

Physical Items

OS22_DM026B

2022 Direct Marketing Bronze Pencil

the community / Miami + OREO / New York

OREO

OREO Thins Protection Program

Physical Items

OS22_DM027B

2022 Direct Marketing Bronze Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Non-traditional & Guerrilla Marketing

OS22_DM035B

2022 Direct Marketing Bronze Pencil

Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago

SC Johnson / Raid

Human Bait

Non-traditional & Guerrilla Marketing

OS22_DM036B

2022 Direct Marketing Bronze Pencil

Ogilvy Mumbai / India + Mondelez

Mondelez

Shah Rukh Khan-My-Ad

Craft / Data-Driven Personalization

OS22_DM039B

2022 Direct Marketing Bronze Pencil

Grey Germany / Hamburg

TERRE DES FEMMES

Abolish §219a

Integrated Campaign

OS22_DM037B

2022 Direct Marketing Bronze Pencil

Marcel / Paris

Heetch

Uber Heetch

Innovation & Transformation / Innovation in Direct Marketing

OS22_DM040B

2022 Direct Marketing Bronze Pencil

We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio

AB InBev / Corona

Plastic fishing tournament

Innovation & Transformation / Innovation in Direct Marketing

OS22_DM041B

2022 Direct Marketing Bronze Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Digital & Online / Websites & Mobile

OS22_DM033B

2022 Direct Marketing Bronze Pencil

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

Kraft Heinz + Activision Blizzard

Hidden Spots

Targeted Video / Online

OS22_DM029B

2022 Direct Marketing Merit Award

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

AB InBev / Michelob ULTRA

Save it See it

Social Media Post / Single

OS22_DM076M

2022 Direct Marketing Merit Award

Leo Burnett / Madrid

Madrid Fusion

Invaluable Food

Social Media Post / Single

OS22_DM077M

2022 Direct Marketing Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Social Media Post / Single

OS22_DM078M

2022 Direct Marketing Merit Award

No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content

Canadian Centre for Child Protection

Happy Birthday, Twitter

Social Media Post / Single

OS22_DM079M

2022 Direct Marketing Merit Award

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

Distance

Outlaw Runners

Targeted Video / On Location

OS22_DM059M

2022 Direct Marketing Merit Award

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

Guides TAO

Hate to Protect

Social Media Post / Series

OS22_DM080M

Follow Us