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.

Award

Agency

Client

Title

Category

Annual ID

The Greatest Agency: Apple / London + Apple / Cupertino Client: Apple Category: Best of Show
Gender Swap Agency: BETC / Paris + Women in Games / Paris Client: Women in Games Category: Best of Branded Entertainment
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
Chillboards Agency: DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago Client: Coors Light Category: Best of Design
The Innocent Eyes Agency: Ogilvy Group Thailand / Bangkok + Factory01 / Bangkok Client: Monde Nissin / Voiz Category: Best of Film & Video
Less Talk, More Bitcoin Agency: Accenture Song + Coinbase + Walker + The Mill Client: Coinbase Category: Best of Direct Marketing
The Black Elevation Map Agency: Performance Art / Toronto Client: Black & Abroad Category: Best of Interactive & Mobile Craft
Share the Joy Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York Client: Apple Category: Best of Moving Image Craft
Morning After Island Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa Client: Grupo Estratégico PAE Category: Best of Cultural Driver
The Singularity Agency: Squarespace + Smuggler / Los Angeles + Q Department + Final Cut Client: Squarespace Category: Best of Integrated
Rihanna - Stay Agency: Apple Client: Apple Music Category: Best of Music & Sound Craft
Missing Matoaka Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto Client: Muskrat Magazine Category: Best of Radio & Audio
Morning After Island Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa Client: Grupo Estratégico PAE Category: Best of Public Relations
Public Displays of Encouragement Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD Client: Apple Category: Best of Out of Home
Clash from the Past Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York Client: Supercell / Clash of Clans Category: Best of Gaming
Eat a Swede Agency: McCann / Stockholm + McCann Worldgroup / London Client: The Swedish Food Federation Category: Best of Health & Wellness
The Greatest Agency: Apple / London + Apple / Cupertino Client: Apple Category: Best of Brand-Side / In-House
Eyedar Agency: Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London Client: Horizon Therapeutics Category: Best of Pharma
The Elections Edition Agency: Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai Client: An Nahar Newspaper Category: Best of Print & Promotional
Missing Matoaka Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto Client: Muskrat Magazine Category: Best of Experiential & Immersive
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
Turnstile Turbines Agency: Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris Client: Iberdrola Category: Best of IP & Product Design
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 First Digital Nation Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney Client: The Government of Tuvalu Category: Best of Creative Effectiveness
Long Term Agency: FCB / Toronto Client: Canadian Down Syndrome Society Category: Penta Pencil
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
Apologize the Rainbow Agency: DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles Client: Skittles Category: Livestream
McEnroe vs McEnroe Agency: FCB / New York + AB InBev / Michelob ULTRA Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Public Displays of Encouragement Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD Client: Apple Category: Craft / Writing
McEnroe vs McEnroe Agency: FCB / New York + AB InBev / Michelob ULTRA Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
High Valyrian Lessons Agency: Duolingo / Pittsburgh + HBO Max / New York Client: Duolingo Category: Brand Partnerships
FIFA 23 x TED LASSO Agency: EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team Client: EA Sports + Apple Category: Brand Partnerships
The Greatest Agency: Apple / London + Apple / Cupertino Client: Apple Category: Video Content / Single
R.I.P. Leon Agency: Apple / Cupertino Client: Apple Category: Video Content / Single
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Community Building
Clash from the Past Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York Client: Supercell / Clash of Clans Category: Visual Craft / Art Direction
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
McEnroe vs McEnroe Agency: FCB / New York + AB InBev / Michelob ULTRA Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Dubbing Factory Agency: HEREZIE / PARIS + PRIME VIDEO / PARIS Client: Prime Video Category: Social Media Post / Series
Apologize the Rainbow Agency: DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles Client: Skittles Category: Social Media Post / Series
The Greatest Agency: Apple / London + Apple / Cupertino Client: Apple Category: Online-only Films & Video / Over 60 Seconds - Single
Escape: FUCK / PAIN / HELL Agency: Ogilvy Germany Client: German Rail Category: Creative Use of Budget
Unexpected Encounters Agency: BETC / Paris + Lacoste / Paris Client: Lacoste Category: Craft / Photography
Non artificial Mexico Agency: We Believers / New York + Pickle Music / New York + America Filmworks / Bross al cuadrado + Da Ocho Client: Burger King Category: Craft / Photography
Immortal Agency: Broken Heart Love Affair / Toronto + Royal Ontario Museum / Toronto + Scouts Honour / Toronto + Nimiopere Film Editorial / Toronto Client: Royal Ontario Museum Category: Craft / Art Direction
Eyedar Agency: Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London Client: Horizon Therapeutics Category: Innovation & Transformation / Innovation in Pharma

2023 Best of Show Best of Show Pencil

Apple / London + Apple / Cupertino

Apple

The Greatest

Best of Show

OS23_BOS000G

2023 Branded Entertainment Best of Discipline Pencil

BETC / Paris + Women in Games / Paris

Women in Games

Gender Swap

Best of Branded Entertainment

OS23_BE000G

2023 Social Media Best of Discipline Pencil

TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York

BMW

BMW: Nothing But Sheer Joy

Best of Social Media

OS23_SM000G

2023 Design Best of Discipline Pencil

DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago

Coors Light

Chillboards

Best of Design

OS23_DE000G

2023 Film & Video Best of Discipline Pencil

Ogilvy Group Thailand / Bangkok + Factory01 / Bangkok

Monde Nissin / Voiz

The Innocent Eyes

Best of Film & Video

OS23_FI000G

2023 Direct Marketing Best of Discipline Pencil

Accenture Song + Coinbase + Walker + The Mill

Coinbase

Less Talk, More Bitcoin

Best of Direct Marketing

OS23_DM000G

2023 Interactive & Mobile Craft Best of Discipline Pencil

Performance Art / Toronto

Black & Abroad

The Black Elevation Map

Best of Interactive & Mobile Craft

OS23_IC000G

2023 Moving Image Craft & Production Best of Discipline Pencil

TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York

Apple

Share the Joy

Best of Moving Image Craft

OS23_MI000G

2023 Cultural Driver Best of Discipline Pencil

Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa

Grupo Estratégico PAE

Morning After Island

Best of Cultural Driver

OS23_CD000G

2023 Integrated Best of Discipline Pencil

Squarespace + Smuggler / Los Angeles + Q Department + Final Cut

Squarespace

The Singularity

Best of Integrated

OS23_IG000G

2023 Music & Sound Craft Best of Discipline Pencil

Apple

Apple Music

Rihanna - Stay

Best of Music & Sound Craft

OS23_MS000G

2023 Radio & Audio Best of Discipline Pencil

BBDO Canada / Toronto + TA2 Sound + Music / Toronto

Muskrat Magazine

Missing Matoaka

Best of Radio & Audio

OS23_RA000G

2023 Public Relations Best of Discipline Pencil

Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa

Grupo Estratégico PAE

Morning After Island

Best of Public Relations

OS23_PR000G

2023 Out of Home Best of Discipline Pencil

TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD

Apple

Public Displays of Encouragement

Best of Out of Home

OS23_OH000G

2023 Gaming Best of Discipline Pencil

Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York

Supercell / Clash of Clans

Clash from the Past

Best of Gaming

OS23_GA000G

2023 Health & Wellness Best of Discipline Pencil

McCann / Stockholm + McCann Worldgroup / London

The Swedish Food Federation

Eat a Swede

Best of Health & Wellness

OS23_HW000G

2023 Brand-Side / In-House Best of Discipline Pencil

Apple / London + Apple / Cupertino

Apple

The Greatest

Best of Brand-Side / In-House

OS23_BS000G

2023 Pharma Best of Discipline Pencil

Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London

Horizon Therapeutics

Eyedar

Best of Pharma

OS23_PH000G

2023 Print & Promotional Best of Discipline Pencil

Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai

An Nahar Newspaper

The Elections Edition

Best of Print & Promotional

OS23_PT000G

2023 Experiential & Immersive Best of Discipline Pencil

BBDO Canada / Toronto + TA2 Sound + Music / Toronto

Muskrat Magazine

Missing Matoaka

Best of Experiential & Immersive

OS23_EX000G

2023 Creative Use of Data Best of Discipline Pencil

DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City

Gahr WeCapital

Data Tienda

Best of Creative Use of Data

OS23_CU000G

2023 IP & Product Design Best of Discipline Pencil

Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris

Iberdrola

Turnstile Turbines

Best of IP & Product Design

OS23_IP000G

2023 Interactive, Online & Mobile Best of Discipline Pencil

VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen

Polycam + Unesco + Blue Shield

Backup Ukraine

Best of Interactive, Online & Mobile

OS23_IN000G

2023 Creative Effectiveness Best of Discipline Pencil

The Monkeys, part of Accenture Song / Sydney + Collider / Sydney

The Government of Tuvalu

The First Digital Nation

Best of Creative Effectiveness

OS23_CE000G

2023 Penta Pencil Penta Pencil

FCB / Toronto

Canadian Down Syndrome Society

Long Term

Penta Pencil

OS23_PP001P

2023 Penta Pencil Penta Pencil

VMLY&R / Kansas City + Wendy's / Dublin + Spark Foundry / New York + Ketchum / Chicago

Wendy's

Still Fresh. Never Frozen.

Penta Pencil

OS23_PP002P

2023 CMO Pencil CMO Pencil

Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland

Skinny

Phone It In

CMO Pencil

OS23_CM001G

2023 Fusion Pencil Fusion Pencil

Edelman / New York + Mindshare / New York

Vaseline

See My Skin

Fusion Pencil

OS23_FP001F

2023 Sustainable Development Goals Pencil SDG Pencil

DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City

Gahr WeCapital

Data Tienda

Sustainable Development Goals

OS23_SD001D

2023 Green Pencil Green Pencil

NORD DDB / Stockholm + Camp David / Stockholm + House Agency / Stockholm

Vattenfall

Vehicle of Change

Green Pencil

OS23_GP001E

2023 Social Media Gold Pencil

DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles

Skittles

Apologize the Rainbow

Livestream

OS23_SM005G

2023 Branded Entertainment Gold Pencil

FCB / New York + AB InBev / Michelob ULTRA

AB InBev / Michelob ULTRA

McEnroe vs McEnroe

Craft / Use of Technology

OS23_BE010G

2023 Print & Promotional Gold Pencil

TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD

Apple

Public Displays of Encouragement

Craft / Writing

OS23_PT008G

2023 Integrated Gold Pencil

FCB / New York + AB InBev / Michelob ULTRA

AB InBev / Michelob ULTRA

McEnroe vs McEnroe

Craft / Use of Technology

OS23_IG008G

2023 Integrated Gold Pencil

Duolingo / Pittsburgh + HBO Max / New York

Duolingo

High Valyrian Lessons

Brand Partnerships

OS23_IG006G

2023 Integrated Gold Pencil

EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team

EA Sports + Apple

FIFA 23 x TED LASSO

Brand Partnerships

OS23_IG007G

2023 Brand-Side / In-House Gold Pencil

Apple / London + Apple / Cupertino

Apple

The Greatest

Video Content / Single

OS23_BS002G

2023 Brand-Side / In-House Gold Pencil

Apple / Cupertino

Apple

R.I.P. Leon

Video Content / Single

OS23_BS003G

2023 Public Relations Gold Pencil

VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen

Polycam + Unesco + Blue Shield

Backup Ukraine

Community Building

OS23_PR007G

2023 Interactive & Mobile Craft Gold Pencil

Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York

Supercell / Clash of Clans

Clash from the Past

Visual Craft / Art Direction

OS23_IC002G

2023 Interactive, Online & Mobile Gold Pencil

VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen

Polycam + Unesco + Blue Shield

Backup Ukraine

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

OS23_IN005G

2023 Interactive, Online & Mobile Gold Pencil

FCB / New York + AB InBev / Michelob ULTRA

AB InBev / Michelob ULTRA

McEnroe vs McEnroe

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

OS23_IN006G

2023 Direct Marketing Gold Pencil

HEREZIE / PARIS + PRIME VIDEO / PARIS

Prime Video

Dubbing Factory

Social Media Post / Series

OS23_DM010G

2023 Direct Marketing Gold Pencil

DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles

Skittles

Apologize the Rainbow

Social Media Post / Series

OS23_DM011G

2023 Film & Video Gold Pencil

Apple / London + Apple / Cupertino

Apple

The Greatest

Online-only Films & Video / Over 60 Seconds - Single

OS23_FI008G

2023 Moving Image Craft & Production Gold Pencil

Ogilvy Germany

German Rail

Escape: FUCK / PAIN / HELL

Creative Use of Budget

OS23_MI012G

2023 Out of Home Gold Pencil

BETC / Paris + Lacoste / Paris

Lacoste

Unexpected Encounters

Craft / Photography

OS23_OH009G

2023 Out of Home Gold Pencil

We Believers / New York + Pickle Music / New York + America Filmworks / Bross al cuadrado + Da Ocho

Burger King

Non artificial Mexico

Craft / Photography

OS23_OH010G

2023 Branded Entertainment Gold Pencil

Broken Heart Love Affair / Toronto + Royal Ontario Museum / Toronto + Scouts Honour / Toronto + Nimiopere Film Editorial / Toronto

Royal Ontario Museum

Immortal

Craft / Art Direction

OS23_BE009G

2023 Pharma Gold Pencil

Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London

Horizon Therapeutics

Eyedar

Innovation & Transformation / Innovation in Pharma

OS23_PH005G

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