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
Eat a Swede
Agency: McCann / Stockholm + McCann Worldgroup / London
Client: The Swedish Food Federation Category: Best of Health & Wellness
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Best of Direct Marketing
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Best of Experiential & Immersive
Chillboards
Agency: DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client: Coors Light Category: Best of Design
The Singularity
Agency: Squarespace + Smuggler / Los Angeles + Q Department + Final Cut
Client: Squarespace Category: Best of Integrated
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Best of Out of Home
Data Tienda
Agency: DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client: Gahr WeCapital Category: Best of Creative Use of Data
The Innocent Eyes
Agency: Ogilvy Group Thailand / Bangkok + Factory01 / Bangkok
Client: Monde Nissin / Voiz Category: Best of Film & Video
The First Digital Nation
Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client: The Government of Tuvalu Category: Best of Creative Effectiveness
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Best of Radio & Audio
The Black Elevation Map
Agency: Performance Art / Toronto
Client: Black & Abroad Category: Best of Interactive & Mobile Craft
Turnstile Turbines
Agency: Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client: Iberdrola Category: Best of IP & Product Design
BMW: Nothing But Sheer Joy
Agency: TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York
Client: BMW Category: Best of Social Media
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Best of Interactive, Online & Mobile
The Elections Edition
Agency: Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client: An Nahar Newspaper Category: Best of Print & Promotional
Eyedar
Agency: Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London
Client: Horizon Therapeutics Category: Best of Pharma
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Best of Branded Entertainment
Share the Joy
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client: Apple Category: Best of Moving Image Craft
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Best of Gaming
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Best of Brand-Side / In-House
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Best of Cultural Driver
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Best of Public Relations
Still Fresh. Never Frozen.
Agency: VMLY&R / Kansas City + Wendy's / Dublin + Spark Foundry / New York + Ketchum / Chicago
Client: Wendy's Category: Penta Pencil
Phone It In
Agency: Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client: Skinny Category: CMO Pencil
See My Skin
Agency: Edelman / New York + Mindshare / New York
Client: Vaseline Category: Fusion Pencil
Data Tienda
Agency: DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client: Gahr WeCapital Category: Sustainable Development Goals
Vehicle of Change
Agency: NORD DDB / Stockholm + Camp David / Stockholm + House Agency / Stockholm
Client: Vattenfall Category: Green Pencil
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Craft / Use of Sound
LaLiga Kick Off
Agency: Ogilvy Spain / Madrid + Hogarth Spain / Madrid
Client: LaLiga Category: Physical Items
COLORS OF LOVE
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client: SOS HOMOPHOBIE and PANTONE Category: Physical Items
FAQ YOU – An educational (R)evolution
Agency: loved GmbH / Hamburg + thjnk AG / Hamburg
Client: Ohhh! foundation Category: Editorial / Digital Publications
Share the Joy
Agency: Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client: Apple Category: Visual Effects / Single
Rocky
Agency: neverland creative / London + Selected Works / London + MJZ / London
Client: Ladbrokes Category: Visual Effects / Single
Switch Voices
Agency: BBDO Argentina / Buenos Aires + Women in Games / Buenos Aires
Client: Women in Games Category: Use of Technology
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Public Relations
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Mobile Gaming
Remember The Why
Agency: Barking Owl / Los Angeles + Johannes Leonardo / New York + Love Song / Los Angeles
Client: Adidas Category: Sound Design
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Craft / Writing
The Last Photo
Agency: adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client: CALM + ITV Category: Brand Installations
Chillboards
Agency: DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client: Coors Light Category: Brand Installations
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Innovation & Transformation / Innovation in Radio & Audio
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Innovation & Transformation / Innovation in Radio & Audio
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Digital & Online / Gaming
Breakchains With Blockchain
Agency: Horizon FCB / Dubai + Film DNA / Cairo + The Youth / Curitiba + Vox Haus / Novo Hamburgo
Client: Children of Female Prisoners' Association Category: NFTs
Escape: FUCK / PAIN / HELL
Agency: Ogilvy Germany
Client: German Rail Category: Creative Use of Budget
Portuguese (Re)Constitution
Agency: FCB Lisboa / Lisbon + Penguin Random House Portugal
Client: Penguin Random House Portugal Category: Booklets / Books / Brochures
The Unburnable Book
Agency: Rethink + Penguin Random House / Toronto
Client: Penguin Random House Category: Booklets / Books / Brochures
Award:
2023 Best of Show Best of Show Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Best of Show
Annual ID:
OS23_BOS000G
Award:
2023 Health & Wellness Best of Discipline Pencil
Agency:
McCann / Stockholm + McCann Worldgroup / London
Client:
The Swedish Food Federation
Title:
Eat a Swede
Category:
Best of Health & Wellness
Annual ID:
OS23_HW000G
Award:
2023 Direct Marketing Best of Discipline Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Best of Direct Marketing
Annual ID:
OS23_DM000G
Award:
2023 Experiential & Immersive Best of Discipline Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Best of Experiential & Immersive
Annual ID:
OS23_EX000G
Award:
2023 Design Best of Discipline Pencil
Agency:
DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client:
Coors Light
Title:
Chillboards
Category:
Best of Design
Annual ID:
OS23_DE000G
Award:
2023 Integrated Best of Discipline Pencil
Agency:
Squarespace + Smuggler / Los Angeles + Q Department + Final Cut
Client:
Squarespace
Title:
The Singularity
Category:
Best of Integrated
Annual ID:
OS23_IG000G
Award:
2023 Out of Home Best of Discipline Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Best of Out of Home
Annual ID:
OS23_OH000G
Award:
2023 Creative Use of Data Best of Discipline Pencil
Agency:
DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client:
Gahr WeCapital
Title:
Data Tienda
Category:
Best of Creative Use of Data
Annual ID:
OS23_CU000G
Award:
2023 Film & Video Best of Discipline Pencil
Agency:
Ogilvy Group Thailand / Bangkok + Factory01 / Bangkok
Client:
Monde Nissin / Voiz
Title:
The Innocent Eyes
Category:
Best of Film & Video
Annual ID:
OS23_FI000G
Award:
2023 Creative Effectiveness Best of Discipline Pencil
Agency:
The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client:
The Government of Tuvalu
Title:
The First Digital Nation
Category:
Best of Creative Effectiveness
Annual ID:
OS23_CE000G
Award:
2023 Radio & Audio Best of Discipline Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Best of Radio & Audio
Annual ID:
OS23_RA000G
Award:
2023 Interactive & Mobile Craft Best of Discipline Pencil
Agency:
Performance Art / Toronto
Client:
Black & Abroad
Title:
The Black Elevation Map
Category:
Best of Interactive & Mobile Craft
Annual ID:
OS23_IC000G
Award:
2023 IP & Product Design Best of Discipline Pencil
Agency:
Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client:
Iberdrola
Title:
Turnstile Turbines
Category:
Best of IP & Product Design
Annual ID:
OS23_IP000G
Award:
2023 Social Media Best of Discipline Pencil
Agency:
TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York
Client:
BMW
Title:
BMW: Nothing But Sheer Joy
Category:
Best of Social Media
Annual ID:
OS23_SM000G
Award:
2023 Music & Sound Craft Best of Discipline Pencil
Agency:
Apple
Client:
Apple Music
Title:
Rihanna - Stay
Category:
Best of Music & Sound Craft
Annual ID:
OS23_MS000G
Award:
2023 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS23_IN000G
Award:
2023 Print & Promotional Best of Discipline Pencil
Agency:
Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client:
An Nahar Newspaper
Title:
The Elections Edition
Category:
Best of Print & Promotional
Annual ID:
OS23_PT000G
Award:
2023 Pharma Best of Discipline Pencil
Agency:
Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London
Client:
Horizon Therapeutics
Title:
Eyedar
Category:
Best of Pharma
Annual ID:
OS23_PH000G
Award:
2023 Branded Entertainment Best of Discipline Pencil
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Best of Branded Entertainment
Annual ID:
OS23_BE000G
Award:
2023 Moving Image Craft & Production Best of Discipline Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client:
Apple
Title:
Share the Joy
Category:
Best of Moving Image Craft
Annual ID:
OS23_MI000G
Award:
2023 Gaming Best of Discipline Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Best of Gaming
Annual ID:
OS23_GA000G
Award:
2023 Brand-Side / In-House Best of Discipline Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Best of Brand-Side / In-House
Annual ID:
OS23_BS000G
Award:
2023 Cultural Driver Best of Discipline Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Best of Cultural Driver
Annual ID:
OS23_CD000G
Award:
2023 Public Relations Best of Discipline Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Best of Public Relations
Annual ID:
OS23_PR000G
Award:
2023 Penta Pencil Penta Pencil
Agency:
FCB / Toronto
Client:
Canadian Down Syndrome Society
Title:
Long Term
Category:
Penta Pencil
Annual ID:
OS23_PP001P
Award:
2023 Penta Pencil Penta Pencil
Agency:
VMLY&R / Kansas City + Wendy's / Dublin + Spark Foundry / New York + Ketchum / Chicago
Client:
Wendy's
Title:
Still Fresh. Never Frozen.
Category:
Penta Pencil
Annual ID:
OS23_PP002P
Award:
2023 CMO Pencil CMO Pencil
Agency:
Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client:
Skinny
Title:
Phone It In
Category:
CMO Pencil
Annual ID:
OS23_CM001G
Award:
2023 Fusion Pencil Fusion Pencil
Agency:
Edelman / New York + Mindshare / New York
Client:
Vaseline
Title:
See My Skin
Category:
Fusion Pencil
Annual ID:
OS23_FP001F
Award:
2023 Sustainable Development Goals Pencil SDG Pencil
Agency:
DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client:
Gahr WeCapital
Title:
Data Tienda
Category:
Sustainable Development Goals
Annual ID:
OS23_SD001D
Award:
2023 Green Pencil Green Pencil
Agency:
NORD DDB / Stockholm + Camp David / Stockholm + House Agency / Stockholm
Client:
Vattenfall
Title:
Vehicle of Change
Category:
Green Pencil
Annual ID:
OS23_GP001E
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Craft / Use of Sound
Annual ID:
OS23_EX012G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Ogilvy Spain / Madrid + Hogarth Spain / Madrid
Client:
LaLiga
Title:
LaLiga Kick Off
Category:
Physical Items
Annual ID:
OS23_DM002G
Award:
2023 Direct Marketing Gold Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client:
SOS HOMOPHOBIE and PANTONE
Title:
COLORS OF LOVE
Category:
Physical Items
Annual ID:
OS23_DM003G
Award:
2023 Design Gold Pencil
Agency:
loved GmbH / Hamburg + thjnk AG / Hamburg
Client:
Ohhh! foundation
Title:
FAQ YOU – An educational (R)evolution
Category:
Editorial / Digital Publications
Annual ID:
OS23_DE004G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client:
Apple
Title:
Share the Joy
Category:
Visual Effects / Single
Annual ID:
OS23_MI001G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
neverland creative / London + Selected Works / London + MJZ / London
Client:
Ladbrokes
Title:
Rocky
Category:
Visual Effects / Single
Annual ID:
OS23_MI010G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
BBDO Argentina / Buenos Aires + Women in Games / Buenos Aires
Client:
Women in Games
Title:
Switch Voices
Category:
Use of Technology
Annual ID:
OS23_MS006G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Public Relations
Annual ID:
OS23_HW007G
Award:
2023 Gaming Gold Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Mobile Gaming
Annual ID:
OS23_GA002G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Barking Owl / Los Angeles + Johannes Leonardo / New York + Love Song / Los Angeles
Client:
Adidas
Title:
Remember The Why
Category:
Sound Design
Annual ID:
OS23_MS004G
Award:
2023 Out of Home Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Craft / Writing
Annual ID:
OS23_OH008G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client:
CALM + ITV
Title:
The Last Photo
Category:
Brand Installations
Annual ID:
OS23_EX004G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client:
Coors Light
Title:
Chillboards
Category:
Brand Installations
Annual ID:
OS23_EX005G
Award:
2023 Radio & Audio Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS23_RA001G
Award:
2023 Radio & Audio Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS23_RA007G
Award:
2023 Direct Marketing Gold Pencil
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM008G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
Horizon FCB / Dubai + Film DNA / Cairo + The Youth / Curitiba + Vox Haus / Novo Hamburgo
Client:
Children of Female Prisoners' Association
Title:
Breakchains With Blockchain
Category:
NFTs
Annual ID:
OS23_IN008G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Ogilvy Germany
Client:
German Rail
Title:
Escape: FUCK / PAIN / HELL
Category:
Creative Use of Budget
Annual ID:
OS23_MI012G
Award:
2023 Print & Promotional Gold Pencil
Agency:
FCB Lisboa / Lisbon + Penguin Random House Portugal
Client:
Penguin Random House Portugal
Title:
Portuguese (Re)Constitution
Category:
Booklets / Books / Brochures
Annual ID:
OS23_PT005G
Award:
2023 Print & Promotional Gold Pencil
Agency:
Rethink + Penguin Random House / Toronto
Client:
Penguin Random House
Title:
The Unburnable Book
Category:
Booklets / Books / Brochures
Annual ID:
OS23_PT006G
