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

Less Talk, More Bitcoin Agency: Accenture Song + Coinbase + Walker + The Mill Client: Coinbase Category: Best of Direct Marketing
The Fresh System Agency: Ogilvy / Bogotá + Carulla / Medellín Client: Carulla Category: Experiential / Customer Experience / CX
Duet Delivery Agency: DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo Client: Burger King Category: Social Media Post / Single
Phone It In Agency: Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland Client: Skinny Category: Craft / Writing
High Valyrian Lessons Agency: Duolingo / Pittsburgh + HBO Max / New York Client: Duolingo Category: Integrated Campaign
Gender Swap Agency: BETC / Paris + Women in Games / Paris Client: Women in Games Category: Digital & Online / Gaming
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: Digital & Online / Websites & Mobile
Are You Press Worthy? Agency: TBWA\Chiat\Day NY / New York Client: Columbia Journalism Review Category: Digital & Online / Websites & Mobile
Less Talk, More Bitcoin Agency: Accenture Song + Coinbase + Walker + The Mill Client: Coinbase Category: Innovation & Transformation / Innovation in Direct Marketing
The Fresh System Agency: Ogilvy / Bogotá + Carulla / Medellín Client: Carulla Category: Innovation & Transformation / Innovation in Direct Marketing
High Valyrian Lessons Agency: Duolingo / Pittsburgh + HBO Max / New York Client: Duolingo Category: Brand Partnerships
I Will Always Be Me Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom Client: Dell Technologies & Intel Category: Brand Partnerships
Hack Market Agency: Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris Client: Back Market Category: Non-traditional & Guerrilla Marketing
Flipvertising Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia Client: Samsung Category: Targeted Video / Online
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
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Craft / Use of Technology
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
Middle Seat Lottery Agency: Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne Client: Virgin Australia Group Category: Experiential / Customer Experience / CX
The Hornicultural Society Agency: Ogilvy UK / London Client: Relate Category: Craft / Writing
Middle Seat Lottery Agency: Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne Client: Virgin Australia Group Category: Integrated Campaign
Flipvertising Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia Client: Samsung Category: Craft / Data-Driven Personalization
Real Street Style Agency: GUT / Buenos Aires Client: Mercado Libre Category: Craft / Data-Driven Personalization
SOS Migrants Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt Client: France Terre d'Asile Category: Digital & Online / Websites & Mobile
Bundy Mixer Agency: Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Foundation / Sydney + Herd MSL / Sydney Client: Diageo / Bundaberg Rum Category: Brand Partnerships
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Brand Partnerships
Trending Billboards Agency: BBH USA + PXP Studios Client: Google Category: Out of Home / Billboards & Transit
COLORS OF LOVE Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt Client: SOS HOMOPHOBIE and PANTONE Category: Non-traditional & Guerrilla Marketing
Gun Survivor Reviews Agency: Energy BBDO / Chicago + Guns Down America / Youngstown + CANJA Audio Culture / Curitiba Client: Guns Down America Category: Targeted Video / Online
Inheritance Pass Agency: Havas / Chicago + Yellowstone Forever Client: Yellowstone Forever Category: Physical Items
The Unburnable Book Agency: Rethink + Penguin Random House / Toronto Client: Penguin Random House Category: Craft / Printing / Production
Veteruns 100K Agency: GUT / Los Angeles + Call of Duty: Endowment / Santa Monica + Bot Animation / Alpharetta Client: Call of Duty Category: Experiential / Virtual Events
Real Street Style Agency: GUT / Buenos Aires Client: Mercado Libre Category: Digital & Online / Ecommerce
Duet Delivery Agency: DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo Client: Burger King Category: Digital & Online / Ecommerce
Clash from the Past Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York Client: Supercell / Clash of Clans Category: Integrated Campaign
Apologize the Rainbow Agency: DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles Client: Skittles Category: Integrated Campaign
Hack Market Agency: Marcel / Paris Client: Back Market Category: Use of Smart Devices & Voice Assistants
Wrapped On Platform Experience Agency: Spotify In-House / New York Client: Spotify In-House Category: Craft / Data-Driven Personalization
Quest for Dyslexia Agency: Cheil Hong Kong + Cheil PengTai Beijing Client: Samsung Category: Digital & Online / Gaming
THE UNDENIABLE STREET VIEW Agency: ‿ and us / Dubai + BlackBox / Dubai Client: UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS Category: Digital & Online / Websites & Mobile
Rescue Doodles Agency: BBDO / New York Client: Pedigree Category: Digital & Online / Websites & Mobile
Trending Billboards Agency: BBH USA + PXP Studios Client: Google Category: Craft / Art Direction
Goldfish Jingle Agency: Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York Client: Goldfish Category: Non-traditional & Guerrilla Marketing
Chatpat Agency: FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago Client: SOS Children's Villages Category: Targeted Video / Online
Goldfish Jingle Agency: Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York Client: Goldfish Category: Targeted Video / Online
The Hornicultural Society Agency: Ogilvy UK / London Client: Relate Category: Physical Items
Scratchboards Agency: DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles Client: Activision Category: Physical Items
Dream Drop Agency: FCB / Toronto Client: Lotto Max Category: Physical Items
The Unburnable Book Agency: Rethink + Penguin Random House / Toronto Client: Penguin Random House Category: Physical Items

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 Direct Marketing Gold Pencil

Ogilvy / Bogotá + Carulla / Medellín

Carulla

The Fresh System

Experiential / Customer Experience / CX

OS23_DM005G

2023 Direct Marketing Gold Pencil

DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo

Burger King

Duet Delivery

Social Media Post / Single

OS23_DM009G

2023 Direct Marketing Gold Pencil

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

Skinny

Phone It In

Craft / Writing

OS23_DM016G

2023 Direct Marketing Gold Pencil

Duolingo / Pittsburgh + HBO Max / New York

Duolingo

High Valyrian Lessons

Integrated Campaign

OS23_DM013G

2023 Direct Marketing Gold Pencil

BETC / Paris + Women in Games / Paris

Women in Games

Gender Swap

Digital & Online / Gaming

OS23_DM008G

2023 Direct Marketing Gold Pencil

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

Gahr WeCapital

Data Tienda

Digital & Online / Websites & Mobile

OS23_DM006G

2023 Direct Marketing Gold Pencil

TBWA\Chiat\Day NY / New York

Columbia Journalism Review

Are You Press Worthy?

Digital & Online / Websites & Mobile

OS23_DM007G

2023 Direct Marketing Gold Pencil

Accenture Song + Coinbase + Walker + The Mill

Coinbase

Less Talk, More Bitcoin

Innovation & Transformation / Innovation in Direct Marketing

OS23_DM001G

2023 Direct Marketing Gold Pencil

Ogilvy / Bogotá + Carulla / Medellín

Carulla

The Fresh System

Innovation & Transformation / Innovation in Direct Marketing

OS23_DM018G

2023 Direct Marketing Gold Pencil

Duolingo / Pittsburgh + HBO Max / New York

Duolingo

High Valyrian Lessons

Brand Partnerships

OS23_DM014G

2023 Direct Marketing Gold Pencil

VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom

Dell Technologies & Intel

I Will Always Be Me

Brand Partnerships

OS23_DM015G

2023 Direct Marketing Gold Pencil

Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris

Back Market

Hack Market

Non-traditional & Guerrilla Marketing

OS23_DM012G

2023 Direct Marketing Gold Pencil

CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia

Samsung

Flipvertising

Targeted Video / Online

OS23_DM004G

2023 Direct Marketing Gold Pencil

Ogilvy Spain / Madrid + Hogarth Spain / Madrid

LaLiga

LaLiga Kick Off

Physical Items

OS23_DM002G

2023 Direct Marketing Gold Pencil

TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt

SOS HOMOPHOBIE and PANTONE

COLORS OF LOVE

Physical Items

OS23_DM003G

2023 Direct Marketing Gold Pencil

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

Polycam + Unesco + Blue Shield

Backup Ukraine

Craft / Use of Technology

OS23_DM017G

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 Direct Marketing Silver Pencil

Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne

Virgin Australia Group

Middle Seat Lottery

Experiential / Customer Experience / CX

OS23_DM023S

2023 Direct Marketing Silver Pencil

Ogilvy UK / London

Relate

The Hornicultural Society

Craft / Writing

OS23_DM029S

2023 Direct Marketing Silver Pencil

Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne

Virgin Australia Group

Middle Seat Lottery

Integrated Campaign

OS23_DM026S

2023 Direct Marketing Silver Pencil

CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia

Samsung

Flipvertising

Craft / Data-Driven Personalization

OS23_DM031S

2023 Direct Marketing Silver Pencil

GUT / Buenos Aires

Mercado Libre

Real Street Style

Craft / Data-Driven Personalization

OS23_DM032S

2023 Direct Marketing Silver Pencil

TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt

France Terre d'Asile

SOS Migrants

Digital & Online / Websites & Mobile

OS23_DM024S

2023 Direct Marketing Silver Pencil

Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Foundation / Sydney + Herd MSL / Sydney

Diageo / Bundaberg Rum

Bundy Mixer

Brand Partnerships

OS23_DM027S

2023 Direct Marketing Silver Pencil

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

Polycam + Unesco + Blue Shield

Backup Ukraine

Brand Partnerships

OS23_DM028S

2023 Direct Marketing Silver Pencil

BBH USA + PXP Studios

Google

Trending Billboards

Out of Home / Billboards & Transit

OS23_DM020S

2023 Direct Marketing Silver Pencil

TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt

SOS HOMOPHOBIE and PANTONE

COLORS OF LOVE

Non-traditional & Guerrilla Marketing

OS23_DM025S

2023 Direct Marketing Silver Pencil

Energy BBDO / Chicago + Guns Down America / Youngstown + CANJA Audio Culture / Curitiba

Guns Down America

Gun Survivor Reviews

Targeted Video / Online

OS23_DM021S

2023 Direct Marketing Silver Pencil

Havas / Chicago + Yellowstone Forever

Yellowstone Forever

Inheritance Pass

Physical Items

OS23_DM019S

2023 Direct Marketing Silver Pencil

Rethink + Penguin Random House / Toronto

Penguin Random House

The Unburnable Book

Craft / Printing / Production

OS23_DM030S

2023 Direct Marketing Silver Pencil

GUT / Los Angeles + Call of Duty: Endowment / Santa Monica + Bot Animation / Alpharetta

Call of Duty

Veteruns 100K

Experiential / Virtual Events

OS23_DM022S

2023 Direct Marketing Bronze Pencil

GUT / Buenos Aires

Mercado Libre

Real Street Style

Digital & Online / Ecommerce

OS23_DM043B

2023 Direct Marketing Bronze Pencil

DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo

Burger King

Duet Delivery

Digital & Online / Ecommerce

OS23_DM044B

2023 Direct Marketing Bronze Pencil

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

Supercell / Clash of Clans

Clash from the Past

Integrated Campaign

OS23_DM048B

2023 Direct Marketing Bronze Pencil

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

Skittles

Apologize the Rainbow

Integrated Campaign

OS23_DM049B

2023 Direct Marketing Bronze Pencil

Marcel / Paris

Back Market

Hack Market

Use of Smart Devices & Voice Assistants

OS23_DM046B

2023 Direct Marketing Bronze Pencil

Spotify In-House / New York

Spotify In-House

Wrapped On Platform Experience

Craft / Data-Driven Personalization

OS23_DM054B

2023 Direct Marketing Bronze Pencil

Cheil Hong Kong + Cheil PengTai Beijing

Samsung

Quest for Dyslexia

Digital & Online / Gaming

OS23_DM045B

2023 Direct Marketing Bronze Pencil

‿ and us / Dubai + BlackBox / Dubai

UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS

THE UNDENIABLE STREET VIEW

Digital & Online / Websites & Mobile

OS23_DM041B

2023 Direct Marketing Bronze Pencil

BBDO / New York

Pedigree

Rescue Doodles

Digital & Online / Websites & Mobile

OS23_DM042B

2023 Direct Marketing Bronze Pencil

BBH USA + PXP Studios

Google

Trending Billboards

Craft / Art Direction

OS23_DM050B

2023 Direct Marketing Bronze Pencil

Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York

Goldfish

Goldfish Jingle

Non-traditional & Guerrilla Marketing

OS23_DM047B

2023 Direct Marketing Bronze Pencil

FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago

SOS Children's Villages

Chatpat

Targeted Video / Online

OS23_DM037B

2023 Direct Marketing Bronze Pencil

Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York

Goldfish

Goldfish Jingle

Targeted Video / Online

OS23_DM038B

2023 Direct Marketing Bronze Pencil

Ogilvy UK / London

Relate

The Hornicultural Society

Physical Items

OS23_DM033B

2023 Direct Marketing Bronze Pencil

DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles

Activision

Scratchboards

Physical Items

OS23_DM034B

2023 Direct Marketing Bronze Pencil

FCB / Toronto

Lotto Max

Dream Drop

Physical Items

OS23_DM035B

2023 Direct Marketing Bronze Pencil

Rethink + Penguin Random House / Toronto

Penguin Random House

The Unburnable Book

Physical Items

OS23_DM036B

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