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
Long Live the Prince
Agency: Engine / London + EA / Guildford + Framestore / London + String and Tins / London
Client: Kiyan Prince Foundation Category: Games / Gaming
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Integrated PR Campaign
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
Beyond Generations: Gaming Against Loneliness
Agency: McCann / London + Craft / London
Client: Microsoft / Xbox Category: Innovation & Transformation / Innovation in Lockdown
Shutter Ads
Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client: Heineken Category: Experiential & Installations / Brand Installations
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client: Burger King Category: Broadcast / Series
Plastic fishing tournament
Agency: We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio
Client: AB InBev / Corona Category: Innovation & Transformation / Innovation in Experiential
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Innovation & Transformation / Innovation in Experiential
The Impossible Combo
Agency: DAVID / São Paulo + Burger King / São Paulo + Sailor Studio + A9 Audio / São Paulo + Zubi / Miami
Client: Burger King Category: Brand Partnerships
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Brand Partnerships
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Physical Product & Mobile Integration
David's Unusables
Agency: Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client: Motor Neurone Disease New Zealand (MND NZ) Category: Direct Marketing
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: Brand-Side Initiated & Originated Projects
UnF**k It
Agency: YouTube Creative Studio / New York
Client: YouTube Category: Brand-Side Initiated & Originated Projects
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Music Adaptation / Song
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
Creativity is Essential
Agency: AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client: Bacardi Bombay Sapphire Category: Experiential & Installations / Experiential & Immersive
Chicago Not In Chicago
Agency: Energy BBDO / Chicago + World Business Chicago / City of Chicago + Black Madre + Flare / Chicago
Client: City of Chicago Category: Experiential & Installations / Experiential & Immersive
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Experiential Radio & Audio
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Experiential Radio & Audio
Toll Booth
Agency: FCB New Zealand / Auckland + 3&7 / Los Angeles
Client: Waka Kotahi Category: Cinema Advertising
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Integrated Branding Campaign
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Spatial Design / Experiential & Immersive
Salla 2032
Agency: Africa / São Paulo
Client: House of Lapland Category: Innovation & Transformation / Innovation in Integrated
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 Integrated
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: Online & Mobile Video / Interactive Video
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
Lil Sugar – Master of Disguise
Agency: Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Client: Hip Hop Public Health Category: Promotional Items / Booklets / Books / Brochures
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
The Breakaway
Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client: Decathlon Category: Experiential / Virtual Events
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Craft / Art Direction
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
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Brand Installations
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Online Films & Video / Long Form - 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
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
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Long Form Video / Single
It's a New World of Cocktails
Agency: Anomaly / New York + Shelter / Kiev + Iconoclast / Los Angeles
Client: Crown Royal Category: Production Design
Find Your Own Way
Agency: DENTSU INC. / Tokyo + Spoon Inc. / Tokyo + SUNNY SIDE UP Inc. / Tokyo
Client: Otsuka Pharmaceutical Co., Ltd. Category: Production Design
Pokémon WONDER
Agency: SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client: The Pokémon Company Category: Experiential & Immersive Games
Reverse Selfie
Agency: Ogilvy UK / London
Client: Dove Category: Billboards & Transit / Dynamic Billboards & Transit
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: Multi-Country or Global / CSR
Shutter Ads
Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client: Heineken Category: Multi-Country or Global / CSR
Award:
2022 Branded Entertainment Gold Pencil
Agency:
Engine / London + EA / Guildford + Framestore / London + String and Tins / London
Client:
Kiyan Prince Foundation
Title:
Long Live the Prince
Category:
Games / Gaming
Annual ID:
OS22_BE005G
Award:
2022 Public Relations Gold 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:
Integrated PR Campaign
Annual ID:
OS22_PR005G
Award:
2022 Health & Wellness Gold Pencil
Agency:
L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client:
Dole Sunshine Company + Ananas Anam
Title:
Pinatex
Category:
Products
Annual ID:
OS22_HW001G
Award:
2022 Health & Wellness Gold Pencil
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Products
Annual ID:
OS22_HW002G
Award:
2022 Gaming Gold Pencil
Agency:
McCann / London + Craft / London
Client:
Microsoft / Xbox
Title:
Beyond Generations: Gaming Against Loneliness
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_GA005G
Award:
2022 Out of Home Gold Pencil
Agency:
Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client:
Heineken
Title:
Shutter Ads
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS22_OH004G
Award:
2022 Radio & Audio Gold Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client:
Burger King
Title:
Even More Confusing Times
Category:
Broadcast / Series
Annual ID:
OS22_RA002G
Award:
2022 Experiential & Immersive Gold Pencil
Agency:
We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio
Client:
AB InBev / Corona
Title:
Plastic fishing tournament
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS22_EX009G
Award:
2022 Experiential & Immersive Gold Pencil
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS22_EX010G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Sailor Studio + A9 Audio / São Paulo + Zubi / Miami
Client:
Burger King
Title:
The Impossible Combo
Category:
Brand Partnerships
Annual ID:
OS22_IN006G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Brand Partnerships
Annual ID:
OS22_IN007G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Physical Product & Mobile Integration
Annual ID:
OS22_IN004G
Award:
2022 Pharma Gold Pencil
Agency:
Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client:
Motor Neurone Disease New Zealand (MND NZ)
Title:
David's Unusables
Category:
Direct Marketing
Annual ID:
OS22_PH001G
Award:
2022 Brand-Side / In-House Gold 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:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS002G
Award:
2022 Brand-Side / In-House Gold Pencil
Agency:
YouTube Creative Studio / New York
Client:
YouTube
Title:
UnF**k It
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS003G
Award:
2022 Music & Sound Craft Gold Pencil
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Music Adaptation / Song
Annual ID:
OS22_MS001G
Award:
2022 Out of Home Gold 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:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH001G
Award:
2022 Out of Home Gold Pencil
Agency:
AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client:
Bacardi Bombay Sapphire
Title:
Creativity is Essential
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH005G
Award:
2022 Out of Home Gold Pencil
Agency:
Energy BBDO / Chicago + World Business Chicago / City of Chicago + Black Madre + Flare / Chicago
Client:
City of Chicago
Title:
Chicago Not In Chicago
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH006G
Award:
2022 Radio & Audio Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA001G
Award:
2022 Radio & Audio Gold Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA006G
Award:
2022 Film Gold Pencil
Agency:
FCB New Zealand / Auckland + 3&7 / Los Angeles
Client:
Waka Kotahi
Title:
Toll Booth
Category:
Cinema Advertising
Annual ID:
OS22_FI010G
Award:
2022 Integrated Gold Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG001G
Award:
2022 Integrated Gold Pencil
Agency:
4creative / London
Client:
Channel 4
Title:
Super. Human.
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG002G
Award:
2022 Design Gold Pencil
Agency:
Tátil Design
Client:
Rio Carnaval
Title:
Rio Carnaval - Logo
Category:
Branding / Logo
Annual ID:
OS22_DE002G
Award:
2022 Design Gold 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:
Spatial Design / Experiential & Immersive
Annual ID:
OS22_DE013G
Award:
2022 Integrated Gold Pencil
Agency:
Africa / São Paulo
Client:
House of Lapland
Title:
Salla 2032
Category:
Innovation & Transformation / Innovation in Integrated
Annual ID:
OS22_IG004G
Award:
2022 Integrated Gold 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 Integrated
Annual ID:
OS22_IG005G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Online & Mobile Video / Interactive Video
Annual ID:
OS22_IN003G
Award:
2022 Public Relations Gold 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:
Events & Experiential
Annual ID:
OS22_PR002G
Award:
2022 Print Gold Pencil
Agency:
Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Client:
Hip Hop Public Health
Title:
Lil Sugar – Master of Disguise
Category:
Promotional Items / Booklets / Books / Brochures
Annual ID:
OS22_PT005G
Award:
2022 Social Media Gold 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:
Stunts & Activations
Annual ID:
OS22_SM006G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client:
Decathlon
Title:
The Breakaway
Category:
Experiential / Virtual Events
Annual ID:
OS22_BE006G
Award:
2022 Out of Home Gold Pencil
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Craft / Art Direction
Annual ID:
OS22_OH007G
Award:
2022 Out of Home Gold 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:
Craft / Art Direction
Annual ID:
OS22_OH008G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS22_BE007G
Award:
2022 Experiential & Immersive Gold 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:
Brand Installations
Annual ID:
OS22_EX003G
Award:
2022 Film Gold 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:
Online Films & Video / Long Form - Series
Annual ID:
OS22_FI009G
Award:
2022 Experiential & Immersive Gold 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:
Events / Stunts / Competitions / In-Person
Annual ID:
OS22_EX002G
Award:
2022 Social Media Gold 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:
Craft / Use of Visuals
Annual ID:
OS22_SM009G
Award:
2022 Social Media Gold Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Craft / Use of Visuals
Annual ID:
OS22_SM010G
Award:
2022 Music & Sound Craft Gold Pencil
Agency:
Apple
Client:
Apple
Title:
Fumble
Category:
Use of Licensed Music
Annual ID:
OS22_MS002G
Award:
2022 Music & Sound Craft Gold Pencil
Agency:
BABEL / Paris
Client:
Santé public France
Title:
We, the lovers
Category:
Use of Licensed Music
Annual ID:
OS22_MS003G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Long Form Video / Single
Annual ID:
OS22_BE002G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
Anomaly / New York + Shelter / Kiev + Iconoclast / Los Angeles
Client:
Crown Royal
Title:
It's a New World of Cocktails
Category:
Production Design
Annual ID:
OS22_MI009G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
DENTSU INC. / Tokyo + Spoon Inc. / Tokyo + SUNNY SIDE UP Inc. / Tokyo
Client:
Otsuka Pharmaceutical Co., Ltd.
Title:
Find Your Own Way
Category:
Production Design
Annual ID:
OS22_MI010G
Award:
2022 Gaming Gold Pencil
Agency:
SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client:
The Pokémon Company
Title:
Pokémon WONDER
Category:
Experiential & Immersive Games
Annual ID:
OS22_GA003G
Award:
2022 Out of Home Gold Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Billboards & Transit / Dynamic Billboards & Transit
Annual ID:
OS22_OH003G
Award:
2022 Creative Effectiveness Gold Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
Courage is Beautiful
Category:
Multi-Country or Global / CSR
Annual ID:
OS22_CE001G
Award:
2022 Creative Effectiveness Gold Pencil
Agency:
Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client:
Heineken
Title:
Shutter Ads
Category:
Multi-Country or Global / CSR
Annual ID:
OS22_CE003G
