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 Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Storytelling
Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Innovation & Transformation / Innovation in Lockdown
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Experiential Radio & Audio
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Innovation & Transformation / Innovation in Gaming
David's Unusables Agency: Special New Zealand + Motor Neurone Disease New Zealand + The Post Office Client: Motor Neurone Disease New Zealand (MND NZ) Category: Direct Marketing
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Cinematography / Single
Pinatex Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York Client: Dole Sunshine Company + Ananas Anam Category: Products
TIENDA CERCA Agency: draftLine AB InBev Colombia / Bogota + Abaco / Bogota + Macarena Client: AB INBEV COLOMBIA / TIENDA CERCA Category: Customer Experience (CX)
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Social Post / Series
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Integrated Branding Campaign
Teenage Dream Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler Client: Sandy Hook Promise Category: Music Adaptation / Song
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Music Videos
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto Client: Dove Category: Multi-Country or Global / CSR
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Experiential & Installations / Experiential & Immersive
Open Spaces Agency: Riff Raff Films / London + 750mph / London + MPC / London + Final Cut Client: Burberry Category: Online Films & Video / Long Form - Single
Real Tone Agency: Google + Google Devices & Services Creative Team Client: Google Category: Digital Product / In-Market
Hidden Spots Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo Client: Kraft Heinz + Activision Blizzard Category: Online Community / Use of Existing 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 / Dynamic Data Visualization
The Most Valuable News Agency: Africa / São Paulo Client: Folha de S.Paulo Newspaper Category: Craft / Printing & Production
Timelapse in Google Earth Agency: Google + Google Creative Lab Client: Google Category: Data Visualization / Static or Dynamic
Vienna strips on OnlyFans Agency: Jung von Matt DONAU GmbH / Vienna Client: Vienna Tourist Board Category: Media Relations
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Craft / Use of Technology
Super. Human. Agency: 4creative / London + Somesuch / London Client: Channel 4 Category: Television & VOD / Long Form - Single
Detectives Agency: Apple Client: Apple Category: Television & VOD / Long Form - Single
Don't Miss Out Agency: dentsuMB / New York + FTX Client: FTX Category: Television & VOD / Long Form - Single
#WeThe15 Agency: Pulse Films + adam&eveDDB / London + IPC + Gatehouse / Capetown Client: International Paralympic Committee Category: Television & VOD / Long Form - Single
The Spotify Charthack Agency: Ogilvy Germany Client: Universal Music Category: Innovation & Transformation / Innovation in Film
Hate to Protect Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt Client: Guides TAO Category: User-Generated Content
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Craft / Use of Technology
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Innovation & Transformation / Innovation in Public Relations
Pokémon WONDER Agency: SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo Client: The Pokémon Company Category: Experiential & Immersive Games
Long Live the Prince Agency: Engine / London + EA / Guildford + Framestore / London + String and Tins / London Client: Kiyan Prince Foundation Category: Brand Partnerships
Repeater Agency: Carbon + Antfood Client: OFFF Dach Category: Craft / Animation
Welcome to the Flavourhood Agency: john st. / Toronto Client: DoorDash Canada Category: Craft / Animation
The 9th Lane Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris Client: Lacoste Category: Livestream
Even More Confusing Times Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York Client: Burger King Category: Broadcast / Series
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Events / Stunts / Competitions / In-Person
TOTETSU Training Institute Agency: MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo Client: Totetsu Kogyo Co., Ltd. Category: Spatial Design / Wayfinding
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
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
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Physical Product & Mobile Integration
House Rules Agency: McCann Health New Jersey / Parsippany + Real Chemistry / New York + McCann Health Engagement / New York + MediaHub / Minneapolis Client: Evofem/Phexxi Category: Integrated Branding
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Craft / Photography
Building a More Inclusive Camera, Together Agency: Doomsday Entertainment / Los Angeles + Snap Inc / Los Angeles + Brand New School / New York Client: Snapchat Category: Innovation & Transformation / Innovation in Moving Image Craft
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Experiential Radio & Audio
The Lost Class Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs Client: Change the Ref Inc. Category: Events & Experiential
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Innovation & Transformation / Innovation in Branded Entertainment
Drawn Closer Agency: 180LA / Los Angeles + Cox Communications / Atlanta Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown

2022 Creative Use of Data Gold Pencil

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

Change the Ref Inc.

The Lost Class

Storytelling

OS22_CU001G

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 Radio & Audio Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Experiential Radio & Audio

OS22_RA001G

2022 Gaming Gold Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Innovation & Transformation / Innovation in Gaming

OS22_GA001G

2022 Pharma Gold Pencil

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

Motor Neurone Disease New Zealand (MND NZ)

David's Unusables

Direct Marketing

OS22_PH001G

2022 Moving Image Craft Gold Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Cinematography / Single

OS22_MI001G

2022 Health & Wellness Gold Pencil

L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York

Dole Sunshine Company + Ananas Anam

Pinatex

Products

OS22_HW001G

2022 Brand-Side / In-House Gold Pencil

draftLine AB InBev Colombia / Bogota + Abaco / Bogota + Macarena

AB INBEV COLOMBIA / TIENDA CERCA

TIENDA CERCA

Customer Experience (CX)

OS22_BS001G

2022 Social Media Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Social Post / Series

OS22_SM001G

2022 Integrated Gold Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Integrated Branding Campaign

OS22_IG001G

2022 Music & Sound Craft Gold Pencil

BBDO / New York + Dini von Mueffling Communications + Smuggler

Sandy Hook Promise

Teenage Dream

Music Adaptation / Song

OS22_MS001G

2022 Branded Entertainment Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Music Videos

OS22_BE001G

2022 Creative Effectiveness Gold Pencil

Ogilvy UK / London + Ogilvy / Toronto

Dove

Courage is Beautiful

Multi-Country or Global / CSR

OS22_CE001G

2022 Out of Home Gold Pencil

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

Change the Ref Inc.

The Lost Class

Experiential & Installations / Experiential & Immersive

OS22_OH001G

2022 Film Gold Pencil

Riff Raff Films / London + 750mph / London + MPC / London + Final Cut

Burberry

Open Spaces

Online Films & Video / Long Form - Single

OS22_FI001G

2022 IP & Products Gold Pencil

Google + Google Devices & Services Creative Team

Google

Real Tone

Digital Product / In-Market

OS22_IP001G

2022 Interactive, Online & Mobile Gold Pencil

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

Kraft Heinz + Activision Blizzard

Hidden Spots

Online Community / Use of Existing Platform

OS22_IN001G

2022 Experiential & Immersive Gold Pencil

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

Change the Ref Inc.

The Lost Class

Craft / Dynamic Data Visualization

OS22_EX001G

2022 Print Gold Pencil

Africa / São Paulo

Folha de S.Paulo Newspaper

The Most Valuable News

Craft / Printing & Production

OS22_PT001G

2022 Design Gold Pencil

Google + Google Creative Lab

Google

Timelapse in Google Earth

Data Visualization / Static or Dynamic

OS22_DE001G

2022 Public Relations Gold Pencil

Jung von Matt DONAU GmbH / Vienna

Vienna Tourist Board

Vienna strips on OnlyFans

Media Relations

OS22_PR001G

2022 Interactive & Mobile Craft Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Innovation & Transformation / Innovation in Interactive & Mobile Craft

OS22_IC001G

2022 Experiential & Immersive Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Craft / Use of Technology

OS22_EX007G

2022 Film Gold Pencil

4creative / London + Somesuch / London

Channel 4

Super. Human.

Television & VOD / Long Form - Single

OS22_FI002G

2022 Film Gold Pencil

Apple

Apple

Detectives

Television & VOD / Long Form - Single

OS22_FI003G

2022 Film Gold Pencil

dentsuMB / New York + FTX

FTX

Don't Miss Out

Television & VOD / Long Form - Single

OS22_FI004G

2022 Film Gold Pencil

Pulse Films + adam&eveDDB / London + IPC + Gatehouse / Capetown

International Paralympic Committee

#WeThe15

Television & VOD / Long Form - Single

OS22_FI005G

2022 Film Gold Pencil

Ogilvy Germany

Universal Music

The Spotify Charthack

Innovation & Transformation / Innovation in Film

OS22_FI011G

2022 Social Media Gold Pencil

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

Guides TAO

Hate to Protect

User-Generated Content

OS22_SM005G

2022 Branded Entertainment Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Craft / Use of Technology

OS22_BE008G

2022 Public Relations Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Innovation & Transformation / Innovation in Public Relations

OS22_PR006G

2022 Gaming Gold Pencil

SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo

The Pokémon Company

Pokémon WONDER

Experiential & Immersive Games

OS22_GA003G

2022 Integrated Gold Pencil

Engine / London + EA / Guildford + Framestore / London + String and Tins / London

Kiyan Prince Foundation

Long Live the Prince

Brand Partnerships

OS22_IG003G

2022 Design Gold Pencil

Carbon + Antfood

OFFF Dach

Repeater

Craft / Animation

OS22_DE017G

2022 Design Gold Pencil

john st. / Toronto

DoorDash Canada

Welcome to the Flavourhood

Craft / Animation

OS22_DE018G

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 Radio & Audio Gold Pencil

DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York

Burger King

Even More Confusing Times

Broadcast / Series

OS22_RA002G

2022 Experiential & Immersive Gold Pencil

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

Change the Ref Inc.

The Lost Class

Events / Stunts / Competitions / In-Person

OS22_EX002G

2022 Design Gold Pencil

MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo

Totetsu Kogyo Co., Ltd.

TOTETSU Training Institute

Spatial Design / Wayfinding

OS22_DE014G

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 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 Interactive, Online & Mobile Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Physical Product & Mobile Integration

OS22_IN004G

2022 Pharma Gold Pencil

McCann Health New Jersey / Parsippany + Real Chemistry / New York + McCann Health Engagement / New York + MediaHub / Minneapolis

Evofem/Phexxi

House Rules

Integrated Branding

OS22_PH003G

2022 Out of Home Gold Pencil

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

Change the Ref Inc.

The Lost Class

Craft / Photography

OS22_OH011G

2022 Moving Image Craft Gold Pencil

Doomsday Entertainment / Los Angeles + Snap Inc / Los Angeles + Brand New School / New York

Snapchat

Building a More Inclusive Camera, Together

Innovation & Transformation / Innovation in Moving Image Craft

OS22_MI018G

2022 Radio & Audio Gold Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Experiential Radio & Audio

OS22_RA006G

2022 Public Relations Gold Pencil

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

Change the Ref Inc.

The Lost Class

Events & Experiential

OS22_PR002G

2022 Branded Entertainment Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Innovation & Transformation / Innovation in Branded Entertainment

OS22_BE009G

2022 Interactive, Online & Mobile Gold Pencil

180LA / Los Angeles + Cox Communications / Atlanta

Cox Communications

Drawn Closer

Innovation & Transformation / Innovation in Lockdown

OS22_IN009G

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