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
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Best of Direct Marketing
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Craft / Use of Technology
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Digital & Online / Gaming
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
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 Fresh System
Agency: Ogilvy / Bogotá + Carulla / Medellín
Client: Carulla Category: Experiential / Customer Experience / CX
High Valyrian Lessons
Agency: Duolingo / Pittsburgh + HBO Max / New York
Client: Duolingo Category: Integrated Campaign
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: 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
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
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
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
Trending Billboards
Agency: BBH USA + PXP Studios
Client: Google Category: Out of Home / Billboards & Transit
Inheritance Pass
Agency: Havas / Chicago + Yellowstone Forever
Client: Yellowstone Forever Category: Physical Items
Middle Seat Lottery
Agency: Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne
Client: Virgin Australia Group Category: Experiential / Customer Experience / CX
Middle Seat Lottery
Agency: Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne
Client: Virgin Australia Group Category: Integrated Campaign
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
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
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
SOS Migrants
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client: France Terre d'Asile Category: Digital & Online / Websites & Mobile
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
The First Digital Nation
Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney + MassiveMusic / Sydney
Client: The Government of Tuvalu Category: Craft / Use of Technology
Flipvertising
Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client: Samsung Category: Craft / Use of Technology
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Digital & Online / Gaming
Hack Market
Agency: Marcel / Paris
Client: Back Market Category: Use of Smart Devices & Voice Assistants
Scratchboards
Agency: DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client: Activision Category: Physical Items
The Unburnable Book
Agency: Rethink + Penguin Random House / Toronto
Client: Penguin Random House Category: Physical Items
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
Trending Billboards
Agency: BBH USA + PXP Studios
Client: Google Category: Craft / Printing / Production
Apologize the Rainbow
Agency: DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client: Skittles Category: Experiential / Virtual Events
Wrapped On Platform Experience
Agency: Spotify In-House / New York
Client: Spotify In-House Category: Craft / Data-Driven Personalization
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
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 Direct Marketing Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Craft / Use of Technology
Annual ID:
OS23_DM017G
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 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 Direct Marketing Gold Pencil
Agency:
HEREZIE / PARIS + PRIME VIDEO / PARIS
Client:
Prime Video
Title:
Dubbing Factory
Category:
Social Media Post / Series
Annual ID:
OS23_DM010G
Award:
2023 Direct Marketing Gold Pencil
Agency:
DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client:
Skittles
Title:
Apologize the Rainbow
Category:
Social Media Post / Series
Annual ID:
OS23_DM011G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Ogilvy / Bogotá + Carulla / Medellín
Client:
Carulla
Title:
The Fresh System
Category:
Experiential / Customer Experience / CX
Annual ID:
OS23_DM005G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Duolingo / Pittsburgh + HBO Max / New York
Client:
Duolingo
Title:
High Valyrian Lessons
Category:
Integrated Campaign
Annual ID:
OS23_DM013G
Award:
2023 Direct Marketing Gold Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo
Client:
Burger King
Title:
Duet Delivery
Category:
Social Media Post / Single
Annual ID:
OS23_DM009G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client:
Skinny
Title:
Phone It In
Category:
Craft / Writing
Annual ID:
OS23_DM016G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Duolingo / Pittsburgh + HBO Max / New York
Client:
Duolingo
Title:
High Valyrian Lessons
Category:
Brand Partnerships
Annual ID:
OS23_DM014G
Award:
2023 Direct Marketing Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_DM015G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM001G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Ogilvy / Bogotá + Carulla / Medellín
Client:
Carulla
Title:
The Fresh System
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM018G
Award:
2023 Direct Marketing Gold 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:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM006G
Award:
2023 Direct Marketing Gold Pencil
Agency:
TBWA\Chiat\Day NY / New York
Client:
Columbia Journalism Review
Title:
Are You Press Worthy?
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM007G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client:
Back Market
Title:
Hack Market
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM012G
Award:
2023 Direct Marketing Gold Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client:
Samsung
Title:
Flipvertising
Category:
Targeted Video / Online
Annual ID:
OS23_DM004G
Award:
2023 Direct Marketing Silver Pencil
Agency:
BBH USA + PXP Studios
Client:
Google
Title:
Trending Billboards
Category:
Out of Home / Billboards & Transit
Annual ID:
OS23_DM020S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Havas / Chicago + Yellowstone Forever
Client:
Yellowstone Forever
Title:
Inheritance Pass
Category:
Physical Items
Annual ID:
OS23_DM019S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne
Client:
Virgin Australia Group
Title:
Middle Seat Lottery
Category:
Experiential / Customer Experience / CX
Annual ID:
OS23_DM023S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne
Client:
Virgin Australia Group
Title:
Middle Seat Lottery
Category:
Integrated Campaign
Annual ID:
OS23_DM026S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Rethink + Penguin Random House / Toronto
Client:
Penguin Random House
Title:
The Unburnable Book
Category:
Craft / Printing / Production
Annual ID:
OS23_DM030S
Award:
2023 Direct Marketing Silver Pencil
Agency:
GUT / Los Angeles + Call of Duty: Endowment / Santa Monica + Bot Animation / Alpharetta
Client:
Call of Duty
Title:
Veteruns 100K
Category:
Experiential / Virtual Events
Annual ID:
OS23_DM022S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Hornicultural Society
Category:
Craft / Writing
Annual ID:
OS23_DM029S
Award:
2023 Direct Marketing Silver Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client:
Samsung
Title:
Flipvertising
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM031S
Award:
2023 Direct Marketing Silver Pencil
Agency:
GUT / Buenos Aires
Client:
Mercado Libre
Title:
Real Street Style
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM032S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Foundation / Sydney + Herd MSL / Sydney
Client:
Diageo / Bundaberg Rum
Title:
Bundy Mixer
Category:
Brand Partnerships
Annual ID:
OS23_DM027S
Award:
2023 Direct Marketing Silver Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Brand Partnerships
Annual ID:
OS23_DM028S
Award:
2023 Direct Marketing Silver Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client:
France Terre d'Asile
Title:
SOS Migrants
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM024S
Award:
2023 Direct Marketing Silver Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client:
SOS HOMOPHOBIE and PANTONE
Title:
COLORS OF LOVE
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM025S
Award:
2023 Direct Marketing Silver Pencil
Agency:
Energy BBDO / Chicago + Guns Down America / Youngstown + CANJA Audio Culture / Curitiba
Client:
Guns Down America
Title:
Gun Survivor Reviews
Category:
Targeted Video / Online
Annual ID:
OS23_DM021S
Award:
2023 Direct Marketing Bronze Pencil
Agency:
The Monkeys, part of Accenture Song / Sydney + Collider / Sydney + MassiveMusic / Sydney
Client:
The Government of Tuvalu
Title:
The First Digital Nation
Category:
Craft / Use of Technology
Annual ID:
OS23_DM052B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client:
Samsung
Title:
Flipvertising
Category:
Craft / Use of Technology
Annual ID:
OS23_DM053B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
BBH USA + PXP Studios
Client:
Google
Title:
Trending Billboards
Category:
Craft / Art Direction
Annual ID:
OS23_DM050B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM045B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Marcel / Paris
Client:
Back Market
Title:
Hack Market
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS23_DM046B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Hornicultural Society
Category:
Physical Items
Annual ID:
OS23_DM033B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client:
Activision
Title:
Scratchboards
Category:
Physical Items
Annual ID:
OS23_DM034B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
FCB / Toronto
Client:
Lotto Max
Title:
Dream Drop
Category:
Physical Items
Annual ID:
OS23_DM035B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Rethink + Penguin Random House / Toronto
Client:
Penguin Random House
Title:
The Unburnable Book
Category:
Physical Items
Annual ID:
OS23_DM036B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Integrated Campaign
Annual ID:
OS23_DM048B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client:
Skittles
Title:
Apologize the Rainbow
Category:
Integrated Campaign
Annual ID:
OS23_DM049B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
BBH USA + PXP Studios
Client:
Google
Title:
Trending Billboards
Category:
Craft / Printing / Production
Annual ID:
OS23_DM051B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client:
Skittles
Title:
Apologize the Rainbow
Category:
Experiential / Virtual Events
Annual ID:
OS23_DM040B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Spotify In-House / New York
Client:
Spotify In-House
Title:
Wrapped On Platform Experience
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM054B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Ogilvy Italy / Milan
Client:
Prime Video
Title:
Staraoke
Category:
Experiential / In-Person Events
Annual ID:
OS23_DM039B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
‿ and us / Dubai + BlackBox / Dubai
Client:
UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS
Title:
THE UNDENIABLE STREET VIEW
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM041B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
BBDO / New York
Client:
Pedigree
Title:
Rescue Doodles
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM042B
