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
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
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Romania + Colony / Stockholm
Client: Burger King Category: Creative Effectiveness / Consumer / Brand
Xbox Equality Controller
Agency: SERVICEPLAN GERMANY / Munich
Client: Microsoft / Xbox Category: Packaging / Specialty
Reverse Label
Agency: draftLine / Buenos Aires + AB InBev / Buenos Aires
Client: AB InBev / Corona Category: Brand-Side Initiated & Originated Projects
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
Buy Back Friday
Agency: Edelman / London + Ingka Group / The Hague
Client: IKEA Category: Events & Experiential
Gerry's Partisan Pizza
Agency: Mischief @ No Fixed Address + Dini Von Mueffling Consulting + Represent Us + The Bait Shoppe
Client: Represent Us Category: Events & Experiential
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Promotional / Posters - Series
The Unfiltered History Tour
Agency: Dentsu Creative / 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
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: Creative Effectiveness / CSR
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown
RECEATS
Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client: Good Fortune Category: Innovation & Transformation / Innovation in Lockdown
Sign Planning for a Clinic Embodying its Concept
Agency: 6D-K co.,Ltd / Tokyo + Soichiro Yagi Design Offiec Inc. / Tokyo + NIHON SIGN Co., Ltd. / Tokyo
Client: my CLINIC Category: Spatial Design / Wayfinding
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: UX / UI / User Experience / CX / DX
Liquid Billboard
Agency: Havas Middle East / Dubai + Jack Morton / Dubai
Client: adidas Category: Brand Installations
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Billboards & Transit / Series
Erase The Line
Agency: Intouch Group / New York + Videocubo.tv / Sao Paolo
Client: The Chrysalis Initiative Category: Print
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Web Games / Brand Integration / Placement
Soulfuel™️ Safe Lamp™️
Agency: Joe Public United / Johannesburg
Client: Chicken Licken Category: Physical Product / Promotional
Degree Inclusive
Agency: Wunderman Thompson Argentina
Client: Unilever Category: Physical Product / Promotional
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Direct Marketing
Detectives, Basement, Pavel
Agency: Apple + O Positive / Santa Monica
Client: Apple Category: Direction / Series
National Magazine Awards Identity
Agency: Rethink + National Magazine Awards Foundation
Client: National Magazine Awards Foundation Category: Branding / Identity System
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Use of Technology
The Academic | Google Slides Experience
Agency: BBDO / New York
Client: Capitol Records Category: Use of Technology
Fellini Forward
Agency: Wunderman Thompson Italy / Milan + Unit9 / London + Hill+Knowlton Strategies / London + FM Photographers / Milan
Client: Campari Group/Campari Red Diaries Category: Use of Technology
Cheetle iD
Agency: Goodby Silverstein & Partners / San Francisco
Client: Cheetos Category: UX / UI / Utility / Ecommerce
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Use of Technology
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Media Relations
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Community Building
Earth is saying
Agency: Grey Colombia / Bogota + Greenpeace Colombia / Bogota
Client: Greenpeace Colombia Category: Real-Time Data
The Mirror - See Me As I Am
Agency: FCB India LLP Advertising Ltd / Delhi + UNAIDS / Geneva + Goodmorning Films / Mumbai
Client: UNAIDS Category: Film
The Lost Class
Agency: Hungry Man / Los Angeles + Leo Burnett / Chicago
Client: Change the Ref Inc. Category: Cultural Driver
The Breakaway
Agency: BBDO Belgium / Brussels
Client: Decathlon Category: Events / Stunts / Competitions / Virtual
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Events / Stunts / Competitions / Virtual
Motherland Pride
Agency: Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client: KyivPride Category: Events / Stunts / Competitions / Virtual
Out of sight
Agency: Socialclub / Paris + TELESCOPE FILMS / Montreal
Client: GREMM Category: Artist / Brand Collaboration
The Breakaway
Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client: Decathlon Category: Games / Gaming
Creativity is Essential
Agency: AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client: Bacardi Bombay Sapphire Category: Craft / Art Direction
We Will Become Better
Agency: Voskhod + Daddy's Film Production / Moscow + SPOT Production / Moscow + HALAL / Amsterdam
Client: Russian LGBT Network Category: Long Form Video / Single
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Radio & Audio
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Short Form Video / Single
Award:
2022 Direct Marketing Silver 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_DM021S
Award:
2022 Creative Effectiveness Silver Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Romania + Colony / Stockholm
Client:
Burger King
Title:
Moldy Whopper
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS22_CE005S
Award:
2022 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Microsoft / Xbox
Title:
Xbox Equality Controller
Category:
Packaging / Specialty
Annual ID:
OS22_DE026S
Award:
2022 Brand-Side / In-House Silver Pencil
Agency:
draftLine / Buenos Aires + AB InBev / Buenos Aires
Client:
AB InBev / Corona
Title:
Reverse Label
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS004S
Award:
2022 Social Media Silver 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:
Social Channel / Single Platform
Annual ID:
OS22_SM012S
Award:
2022 Public Relations Silver Pencil
Agency:
Africa / São Paulo
Client:
House of Lapland
Title:
Salla 2032
Category:
Events & Experiential
Annual ID:
OS22_PR008S
Award:
2022 Public Relations Silver Pencil
Agency:
Edelman / London + Ingka Group / The Hague
Client:
IKEA
Title:
Buy Back Friday
Category:
Events & Experiential
Annual ID:
OS22_PR009S
Award:
2022 Public Relations Silver Pencil
Agency:
Mischief @ No Fixed Address + Dini Von Mueffling Consulting + Represent Us + The Bait Shoppe
Client:
Represent Us
Title:
Gerry's Partisan Pizza
Category:
Events & Experiential
Annual ID:
OS22_PR010S
Award:
2022 Print Silver Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Magazine / Series
Annual ID:
OS22_PT010S
Award:
2022 Design Silver Pencil
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Promotional / Posters - Series
Annual ID:
OS22_DE024S
Award:
2022 Social Media Silver Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Stunts & Activations
Annual ID:
OS22_SM017S
Award:
2022 Social Media Silver Pencil
Agency:
Jung von Matt DONAU GmbH / Vienna
Client:
Vienna Tourist Board
Title:
Vienna strips on OnlyFans
Category:
Stunts & Activations
Annual ID:
OS22_SM018S
Award:
2022 Creative Effectiveness Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
Courage is Beautiful
Category:
Creative Effectiveness / CSR
Annual ID:
OS22_CE006S
Award:
2022 Interactive & Mobile Craft Silver Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_IC008S
Award:
2022 Interactive & Mobile Craft Silver Pencil
Agency:
OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client:
Good Fortune
Title:
RECEATS
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_IC009S
Award:
2022 Design Silver Pencil
Agency:
6D-K co.,Ltd / Tokyo + Soichiro Yagi Design Offiec Inc. / Tokyo + NIHON SIGN Co., Ltd. / Tokyo
Client:
my CLINIC
Title:
Sign Planning for a Clinic Embodying its Concept
Category:
Spatial Design / Wayfinding
Annual ID:
OS22_DE029S
Award:
2022 Interactive & Mobile Craft Silver Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
UX / UI / User Experience / CX / DX
Annual ID:
OS22_IC005S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
Havas Middle East / Dubai + Jack Morton / Dubai
Client:
adidas
Title:
Liquid Billboard
Category:
Brand Installations
Annual ID:
OS22_EX015S
Award:
2022 Out of Home Silver Pencil
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Billboards & Transit / Series
Annual ID:
OS22_OH014S
Award:
2022 Pharma Silver Pencil
Agency:
Intouch Group / New York + Videocubo.tv / Sao Paolo
Client:
The Chrysalis Initiative
Title:
Erase The Line
Category:
Print
Annual ID:
OS22_PH006S
Award:
2022 Gaming Silver Pencil
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
The Cost of Bullying
Category:
Web Games / Brand Integration / Placement
Annual ID:
OS22_GA006S
Award:
2022 IP & Products Silver Pencil
Agency:
Joe Public United / Johannesburg
Client:
Chicken Licken
Title:
Soulfuel™️ Safe Lamp™️
Category:
Physical Product / Promotional
Annual ID:
OS22_IP005S
Award:
2022 IP & Products Silver Pencil
Agency:
Wunderman Thompson Argentina
Client:
Unilever
Title:
Degree Inclusive
Category:
Physical Product / Promotional
Annual ID:
OS22_IP006S
Award:
2022 Health & Wellness Silver Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Direct Marketing
Annual ID:
OS22_HW010S
Award:
2022 Health & Wellness Silver Pencil
Agency:
TAXI
Client:
Human Rights Foundation
Title:
Uncomfortable Truth
Category:
Direct Marketing
Annual ID:
OS22_HW011S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
Amazon / Seattle
Client:
Amazon
Title:
New Logo Design
Category:
User-Generated Content
Annual ID:
OS22_BE017S
Award:
2022 Moving Image Craft Silver Pencil
Agency:
Apple + O Positive / Santa Monica
Client:
Apple
Title:
Detectives, Basement, Pavel
Category:
Direction / Series
Annual ID:
OS22_MI023S
Award:
2022 Design Silver Pencil
Agency:
Rethink + National Magazine Awards Foundation
Client:
National Magazine Awards Foundation
Title:
National Magazine Awards Identity
Category:
Branding / Identity System
Annual ID:
OS22_DE022S
Award:
2022 Moving Image Craft Silver Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Use of Technology
Annual ID:
OS22_MI035S
Award:
2022 Moving Image Craft Silver Pencil
Agency:
BBDO / New York
Client:
Capitol Records
Title:
The Academic | Google Slides Experience
Category:
Use of Technology
Annual ID:
OS22_MI036S
Award:
2022 Moving Image Craft Silver Pencil
Agency:
Wunderman Thompson Italy / Milan + Unit9 / London + Hill+Knowlton Strategies / London + FM Photographers / Milan
Client:
Campari Group/Campari Red Diaries
Title:
Fellini Forward
Category:
Use of Technology
Annual ID:
OS22_MI037S
Award:
2022 Interactive & Mobile Craft Silver Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Cheetos
Title:
Cheetle iD
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS22_IC004S
Award:
2022 Interactive & Mobile Craft Silver Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Use of Technology
Annual ID:
OS22_IC007S
Award:
2022 Public Relations Silver 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:
Media Relations
Annual ID:
OS22_PR007S
Award:
2022 Public Relations Silver Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Community Building
Annual ID:
OS22_PR011S
Award:
2022 Creative Use of Data Silver Pencil
Agency:
Grey Colombia / Bogota + Greenpeace Colombia / Bogota
Client:
Greenpeace Colombia
Title:
Earth is saying
Category:
Real-Time Data
Annual ID:
OS22_CU007S
Award:
2022 Health & Wellness Silver Pencil
Agency:
FCB India LLP Advertising Ltd / Delhi + UNAIDS / Geneva + Goodmorning Films / Mumbai
Client:
UNAIDS
Title:
The Mirror - See Me As I Am
Category:
Film
Annual ID:
OS22_HW012S
Award:
2022 Out of Home Silver Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Craft / Photography
Annual ID:
OS22_OH019S
Award:
2022 Out of Home Silver Pencil
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Joy of Later Life Sex
Category:
Craft / Photography
Annual ID:
OS22_OH020S
Award:
2022 Cultural Driver Silver Pencil
Agency:
Hungry Man / Los Angeles + Leo Burnett / Chicago
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Cultural Driver
Annual ID:
OS22_CD002S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
BBDO Belgium / Brussels
Client:
Decathlon
Title:
The Breakaway
Category:
Events / Stunts / Competitions / Virtual
Annual ID:
OS22_EX012S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Events / Stunts / Competitions / Virtual
Annual ID:
OS22_EX013S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client:
KyivPride
Title:
Motherland Pride
Category:
Events / Stunts / Competitions / Virtual
Annual ID:
OS22_EX014S
Award:
2022 Music & Sound Craft Silver Pencil
Agency:
Socialclub / Paris + TELESCOPE FILMS / Montreal
Client:
GREMM
Title:
Out of sight
Category:
Artist / Brand Collaboration
Annual ID:
OS22_MS009S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client:
Decathlon
Title:
The Breakaway
Category:
Games / Gaming
Annual ID:
OS22_BE015S
Award:
2022 Print Silver Pencil
Agency:
Marcel / Paris
Client:
Heetch
Title:
Uber Heetch
Category:
Promotional Items / Physical Products
Annual ID:
OS22_PT012S
Award:
2022 Out of Home Silver Pencil
Agency:
AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client:
Bacardi Bombay Sapphire
Title:
Creativity is Essential
Category:
Craft / Art Direction
Annual ID:
OS22_OH018S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
Voskhod + Daddy's Film Production / Moscow + SPOT Production / Moscow + HALAL / Amsterdam
Client:
Russian LGBT Network
Title:
We Will Become Better
Category:
Long Form Video / Single
Annual ID:
OS22_BE013S
Award:
2022 Health & Wellness Silver Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Radio & Audio
Annual ID:
OS22_HW014S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Short Form Video / Single
Annual ID:
OS22_BE012S
