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
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
Timelapse in Google Earth Agency: Google + Google Creative Lab Client: Google Category: Data Visualization / Static or Dynamic
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Cinematography / Single
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
TIENDA CERCA Agency: draftLine AB InBev Colombia / Bogota + Abaco / Bogota + Macarena Client: AB INBEV COLOMBIA / TIENDA CERCA Category: Customer Experience (CX)
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
Vienna strips on OnlyFans Agency: Jung von Matt DONAU GmbH / Vienna Client: Vienna Tourist Board Category: Media Relations
Open Spaces Agency: Riff Raff Films / London + 750mph / London + MPC / London + Final Cut Client: Burberry Category: Online Films & Video / Long Form - Single
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
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Social Post / Series
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Music Videos
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 Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Experiential Radio & Audio
Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Innovation & Transformation / Innovation in Lockdown
The Most Valuable News Agency: Africa / São Paulo Client: Folha de S.Paulo Newspaper Category: Craft / Printing & Production
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
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto Client: Dove Category: Multi-Country or Global / CSR
Real Tone Agency: Google + Google Devices & Services Creative Team Client: Google Category: Digital Product / In-Market
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Innovation & Transformation / Innovation in Gaming
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
A 65-Year Partnership Agency: Ogilvy UK / London Client: DOVE Category: Penta Pencil
Real Tone Agency: Google + Google Devices & Services Creative Team Client: Google Category: CMO Pencil
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Fusion Pencil
The Nominate Me Selfie Agency: FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore Client: Political Shakti + The Times Of India Category: Fusion Pencil
The Micropedia of Microaggressions Agency: Zulu Alpha Kilo / Toronto + Zulubot / Toronto + Black Business and Professional Association / Toronto Client: Black Business and Professional Association, et al. Category: Fusion Pencil
Pinatex Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York Client: Dole Sunshine Company + Ananas Anam Category: Goals for Sustainable Development
WATERLIGHT Agency: Wunderman Thompson / Bogota Client: E-DINA ENERGY Category: Goals for Sustainable Development
Pinatex Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York Client: Dole Sunshine Company + Ananas Anam Category: Green Pencil
#TurnToCold Agency: Saatchi & Saatchi / New York Client: Procter & Gamble / Tide Category: Green Pencil
The Bread Exam Agency: McCann / Paris Client: Spinneys + Lebanese Breast Cancer Foundation Category: Cultural Driver
Mix For Boobs Agency: Ogilvy Social.Lab / Brussels + NGroup Client: NRJ x Pink Ribbon Category: Brand Partnerships
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
WATERLIGHT Agency: Wunderman Thompson / Bogota Client: E-DINA ENERGY Category: Products
Roast Day Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York Client: Wendy's Category: Craft / Writing
DojaCode Agency: Mojo Supermarket + Active Theory + Girls Who Code Client: Girls Who Code Category: Craft / Use of Technology
The Most Valuable News Agency: Africa / São Paulo Client: Folha de S.Paulo Newspaper Category: Innovation & Transformation / Innovation in Print
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: Innovation & Transformation / Innovation in Print
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
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: Craft / Photography
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
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
The Day-After-Women's-Day Newspapers Agency: Havas Worldwide Portugal / Lisbon + Estúdio Casa da Árvore / São Paulo + Fast Forward / Lisbon + Garage Films / Lisbon Client: Raparigas da Bola Category: Data Visualization / Static or Dynamic
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
The Unfiltered History Tour Agency: Dentsu Webchutney / Bengaluru Client: VICE World News Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Shutter Ads Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina Client: Heineken Category: Experiential & Installations / 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: Events & Experiential

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 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 Design Gold Pencil

Google + Google Creative Lab

Google

Timelapse in Google Earth

Data Visualization / Static or Dynamic

OS22_DE001G

2022 Moving Image Craft Gold Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Cinematography / Single

OS22_MI001G

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 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 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 Public Relations Gold Pencil

Jung von Matt DONAU GmbH / Vienna

Vienna Tourist Board

Vienna strips on OnlyFans

Media Relations

OS22_PR001G

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 Music & Sound Craft Gold Pencil

BBDO / New York + Dini von Mueffling Communications + Smuggler

Sandy Hook Promise

Teenage Dream

Music Adaptation / Song

OS22_MS001G

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 Social Media Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Social Post / Series

OS22_SM001G

2022 Branded Entertainment Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Music Videos

OS22_BE001G

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 Radio & Audio Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Experiential Radio & Audio

OS22_RA001G

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 Print Gold Pencil

Africa / São Paulo

Folha de S.Paulo Newspaper

The Most Valuable News

Craft / Printing & Production

OS22_PT001G

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 Creative Effectiveness Gold Pencil

Ogilvy UK / London + Ogilvy / Toronto

Dove

Courage is Beautiful

Multi-Country or Global / CSR

OS22_CE001G

2022 IP & Products Gold Pencil

Google + Google Devices & Services Creative Team

Google

Real Tone

Digital Product / In-Market

OS22_IP001G

2022 Gaming Gold Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Innovation & Transformation / Innovation in Gaming

OS22_GA001G

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 Penta Pencil Penta Pencil

Ogilvy UK / London

DOVE

A 65-Year Partnership

Penta Pencil

OS22_PP001P

2022 CMO Pencil CMO Pencil

Google + Google Devices & Services Creative Team

Google

Real Tone

CMO Pencil

OS22_CM001G

2022 Fusion Pencil Fusion Pencil

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

Google

Black-Owned Friday

Fusion Pencil

OS22_FP001F

2022 Fusion Pencil Fusion Pencil

FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore

Political Shakti + The Times Of India

The Nominate Me Selfie

Fusion Pencil

OS22_FP002F

2022 Fusion Pencil Fusion Pencil

Zulu Alpha Kilo / Toronto + Zulubot / Toronto + Black Business and Professional Association / Toronto

Black Business and Professional Association, et al.

The Micropedia of Microaggressions

Fusion Pencil

OS22_FP003F

2022 Sustainable Development Pencil SDG Pencil

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

Dole Sunshine Company + Ananas Anam

Pinatex

Goals for Sustainable Development

OS22_SD001D

2022 Sustainable Development Pencil SDG Pencil

Wunderman Thompson / Bogota

E-DINA ENERGY

WATERLIGHT

Goals for Sustainable Development

OS22_SD002D

2022 Green Pencil Green Pencil

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

Dole Sunshine Company + Ananas Anam

Pinatex

Green Pencil

OS22_GP001E

2022 Green Pencil Green Pencil

Saatchi & Saatchi / New York

Procter & Gamble / Tide

#TurnToCold

Green Pencil

OS22_GP002E

2022 Cultural Driver Gold Pencil

McCann / Paris

Spinneys + Lebanese Breast Cancer Foundation

The Bread Exam

Cultural Driver

OS22_CD001G

2022 Radio & Audio Gold Pencil

Ogilvy Social.Lab / Brussels + NGroup

NRJ x Pink Ribbon

Mix For Boobs

Brand Partnerships

OS22_RA007G

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 Health & Wellness Gold Pencil

Wunderman Thompson / Bogota

E-DINA ENERGY

WATERLIGHT

Products

OS22_HW002G

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 Branded Entertainment Gold Pencil

Mojo Supermarket + Active Theory + Girls Who Code

Girls Who Code

DojaCode

Craft / Use of Technology

OS22_BE008G

2022 Print Gold Pencil

Africa / São Paulo

Folha de S.Paulo Newspaper

The Most Valuable News

Innovation & Transformation / Innovation in Print

OS22_PT008G

2022 Print Gold 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

Innovation & Transformation / Innovation in Print

OS22_PT009G

2022 Interactive, Online & Mobile Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS22_IN005G

2022 Print Gold Pencil

Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo

Hip Hop Public Health

Lil Sugar – Master of Disguise

Promotional Items / Booklets / Books / Brochures

OS22_PT005G

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 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 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 Design Gold Pencil

Havas Worldwide Portugal / Lisbon + Estúdio Casa da Árvore / São Paulo + Fast Forward / Lisbon + Garage Films / Lisbon

Raparigas da Bola

The Day-After-Women's-Day Newspapers

Data Visualization / Static or Dynamic

OS22_DE010G

2022 Brand-Side / In-House Gold Pencil

Verizon Creative Marketing / New York + Unit 9 / Los Angeles + PixelPusher / New York + Boombox / New York

Verizon

9/12: The untold story of reconnecting New York

Brand-Side Initiated & Originated Projects

OS22_BS002G

2022 Brand-Side / In-House Gold Pencil

YouTube Creative Studio / New York

YouTube

UnF**k It

Brand-Side Initiated & Originated Projects

OS22_BS003G

2022 Branded Entertainment Gold Pencil

Dentsu Webchutney / Bengaluru

VICE World News

The Unfiltered History Tour

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS22_BE007G

2022 Out of Home Gold Pencil

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

Heineken

Shutter Ads

Experiential & Installations / Brand Installations

OS22_OH004G

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

Follow Us