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

Melting Icon Agency: LOLA MullenLowe / Madrid + Unilever / Rotterdam Client: Unilever / Magnum Category: Craft / Art Direction
Beyond Words Agency: Area 23, an IPG Health Company / New York Client: Keylu Category: Online & Mobile
BMW: Nothing But Sheer Joy Agency: TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York Client: BMW Category: Social Video / Over 15 Seconds
Toby the Vegetarian Vampire Agency: 1stAveMachine / Brooklyn + Kraft Heinz Company / Chicago + Wieden+Kennedy / New York Client: Kraft Heinz Company Category: Social Video / Over 15 Seconds
Airtel 175 Replayed Agency: Leo Burnett India / Mumbai + Airtel / New Delhi + Prodigious / Mumbai Client: Airtel Category: Craft / Use of Technology
Shout Agency: VMLY&R Mexico / Mexico City + Rebolucion / Mexico City Client: Telefonica Movistar Category: Long Form Video / Single
Escape From The Office Agency: Apple / Cupertino + Smuggler / Los Angeles Client: Apple Category: Long Form Video / Single
Nike FC Presents the Footballverse Agency: Wieden+Kennedy / Portland + Nike / Beaverton Client: Nike Category: Long Form Video / Single
The Rabbit Hole Agency: SOS International / Keller + Jyra Films / Southlake + tao/s / Los Angeles Client: SOS International Category: Long Form Video / Single
Clash from the Past Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York Client: Supercell / Clash of Clans Category: Long Form Video / Single
Alma - Christmas Always Finds Its Way Agency: PRETTYBIRD / Culver City + OpenX from WPP led by GREY + Imagine Entertainment Client: The Coca-Cola Company / Coca-Cola Category: Long Form Video / Single
Dot Pad Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul Client: Dot Incorporation Category: Craft / Use of Technology
Eyedar Agency: Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London Client: Horizon Therapeutics Category: Craft / Use of Technology
The Art Of Trending Agency: INGO / Hamburg + Ogilvy Germany Client: WAI Woods Art Institute Category: Social Post / Real-time Response
Bring Home The Bud Agency: Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90 Client: Budweiser / AB InBev Category: Social Post / Real-time Response
Veteruns 100K Agency: GUT / Los Angeles + Call of Duty: Endowment / Santa Monica + Bot Animation / Alpharetta Client: Call of Duty Category: Experiential / Virtual Events
Action Mode Agency: Apple / Cupertino Client: Apple Category: Video Content / Single
Summer Never Sleeps Agency: Special / Auckland + Scoundrel / Sydney Client: Kathmandu Category: Use of Licensed Music
We are living offerings Agency: Ogilvy México / Mexico City + Iconoclast / Mexico City + Primo / Mexico City + Mathematic Client: AB InBev Category: Craft / Art Direction
Melting Icon Agency: LOLA MullenLowe / Madrid + Unilever / Rotterdam Client: Unilever / Magnum Category: Craft / Illustration
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
Last Performance Agency: Special / Auckland + South Pacific Pictures + Images and Sound Client: Partners Life Category: Branded Content
The Desk Snatch Pre-Rolls Agency: Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm Client: Evoko Category: Online & Mobile Video / Pre-Roll
R.I.P. Leon Agency: Apple / Cupertino Client: Apple Category: Television & VOD / 30 Seconds and Under - Single
The Vulva Spaceship Agency: INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton Client: Wer Braucht Feminismus? Category: Low Budget
Gun Survivor Reviews Agency: Energy BBDO / Chicago + Guns Down America / Youngstown + CANJA Audio Culture / Curitiba Client: Guns Down America Category: Low Budget
The Tattoo Duo Over Agency: BETC / Paris + Duolingo / Paris + Voir Pictures / Paris Client: Duolingo Category: Brand Voice
Middle Seat Lottery Agency: Special / Sydney + Virgin Australia Group + PHD Media / Sydney + Enthral / Melbourne Client: Virgin Australia Group Category: Integrated Campaign
Inheritance Pass Agency: Havas / Chicago + Yellowstone Forever Client: Yellowstone Forever Category: Physical Items
Escape From The Office Agency: Apple / Cupertino + Smuggler / Los Angeles Client: Apple Category: Brand-Side Initiated & Originated Projects
High Valyrian Lessons Agency: Duolingo / Pittsburgh + HBO Max / New York Client: Duolingo Category: Brand-Side Initiated & Originated Projects
Until Then Agency: Revolver / REDFERN + Bear Meets Eagle On Fire / Sydney + Insurance Australia Group / Sydney + Arc Edit / Sydney Client: NRMA Insurance Category: Direction / Series
Call Me, With Timothée Chalamet Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD Client: Apple Category: Direction / Series
#BringBack2011 Agency: Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India Client: Oreo India Category: Integrated Campaign
Raise Your Arches Agency: Leo Burnett / London + OMD / London + Framestore / London + Moxie Pictures / London Client: McDonald's Category: Integrated Campaign
Spokescandies on Pause Agency: BBDO / New York Client: M&M's Category: Integrated Campaign
Touch Card Agency: McCann / New York Client: Mastercard Category: Integrated Campaign
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Use of Technology
Fingerspelling Agency: American Society for Deaf Children + Hello Monday/DEPT Client: American Society for Deaf Children Category: Use of Technology
McEnroe vs McEnroe Agency: FCB / New York + AB InBev / Michelob ULTRA Client: AB InBev / Michelob ULTRA Category: Use of Technology
Google Black-owned Friday Every Day Agency: BBH USA Client: Google Category: Online & Mobile Video / Interactive Video
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: Innovation & Transformation / Innovation in IP & Product Design
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 IP & Product Design
Backup Ukraine Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen Client: Polycam + Unesco + Blue Shield Category: Brand Partnerships
The Unwearable Collection Agency: Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo Client: Boehringer Ingelheim Category: Craft / Art Direction
The Unwearable Collection Agency: Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo Client: Boehringer Ingelheim Category: Craft / Art Direction
The Missing Chapter Agency: Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai Client: P&G Whisper Category: Craft / Art Direction
Clash from the Past Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York Client: Supercell / Clash of Clans Category: Craft / Art Direction
Christmas Not War Agency: ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Dontstop PR agency / Kyiv + Forma Production agency / Kyiv Client: Concrete by Kovalska Category: Single Region or Market / CSR

2023 Out of Home Silver Pencil

LOLA MullenLowe / Madrid + Unilever / Rotterdam

Unilever / Magnum

Melting Icon

Craft / Art Direction

OS23_OH020S

2023 Health & Wellness Silver Pencil

Area 23, an IPG Health Company / New York

Keylu

Beyond Words

Online & Mobile

OS23_HW013S

2023 Social Media Silver Pencil

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

BMW

BMW: Nothing But Sheer Joy

Social Video / Over 15 Seconds

OS23_SM018S

2023 Social Media Silver Pencil

1stAveMachine / Brooklyn + Kraft Heinz Company / Chicago + Wieden+Kennedy / New York

Kraft Heinz Company

Toby the Vegetarian Vampire

Social Video / Over 15 Seconds

OS23_SM019S

2023 Branded Entertainment Silver Pencil

Leo Burnett India / Mumbai + Airtel / New Delhi + Prodigious / Mumbai

Airtel

Airtel 175 Replayed

Craft / Use of Technology

OS23_BE026S

2023 Branded Entertainment Silver Pencil

VMLY&R Mexico / Mexico City + Rebolucion / Mexico City

Telefonica Movistar

Shout

Long Form Video / Single

OS23_BE014S

2023 Branded Entertainment Silver Pencil

Apple / Cupertino + Smuggler / Los Angeles

Apple

Escape From The Office

Long Form Video / Single

OS23_BE015S

2023 Branded Entertainment Silver Pencil

Wieden+Kennedy / Portland + Nike / Beaverton

Nike

Nike FC Presents the Footballverse

Long Form Video / Single

OS23_BE016S

2023 Branded Entertainment Silver Pencil

SOS International / Keller + Jyra Films / Southlake + tao/s / Los Angeles

SOS International

The Rabbit Hole

Long Form Video / Single

OS23_BE017S

2023 Branded Entertainment Silver Pencil

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

Supercell / Clash of Clans

Clash from the Past

Long Form Video / Single

OS23_BE018S

2023 Branded Entertainment Silver Pencil

PRETTYBIRD / Culver City + OpenX from WPP led by GREY + Imagine Entertainment

The Coca-Cola Company / Coca-Cola

Alma - Christmas Always Finds Its Way

Long Form Video / Single

OS23_BE019S

2023 Health & Wellness Silver Pencil

SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul

Dot Incorporation

Dot Pad

Craft / Use of Technology

OS23_HW019S

2023 Health & Wellness Silver Pencil

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

Horizon Therapeutics

Eyedar

Craft / Use of Technology

OS23_HW020S

2023 Social Media Silver Pencil

INGO / Hamburg + Ogilvy Germany

WAI Woods Art Institute

The Art Of Trending

Social Post / Real-time Response

OS23_SM016S

2023 Social Media Silver Pencil

Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90

Budweiser / AB InBev

Bring Home The Bud

Social Post / Real-time Response

OS23_SM017S

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 Brand-Side / In-House Silver Pencil

Apple / Cupertino

Apple

Action Mode

Video Content / Single

OS23_BS009S

2023 Music & Sound Craft Silver Pencil

Special / Auckland + Scoundrel / Sydney

Kathmandu

Summer Never Sleeps

Use of Licensed Music

OS23_MS009S

2023 Branded Entertainment Silver Pencil

Ogilvy México / Mexico City + Iconoclast / Mexico City + Primo / Mexico City + Mathematic

AB InBev

We are living offerings

Craft / Art Direction

OS23_BE025S

2023 Print & Promotional Silver Pencil

LOLA MullenLowe / Madrid + Unilever / Rotterdam

Unilever / Magnum

Melting Icon

Craft / Illustration

OS23_PT016S

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 Health & Wellness Silver Pencil

Special / Auckland + South Pacific Pictures + Images and Sound

Partners Life

Last Performance

Branded Content

OS23_HW009S

2023 Interactive, Online & Mobile Silver Pencil

Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm

Evoko

The Desk Snatch Pre-Rolls

Online & Mobile Video / Pre-Roll

OS23_IN014S

2023 Film & Video Silver Pencil

Apple / Cupertino

Apple

R.I.P. Leon

Television & VOD / 30 Seconds and Under - Single

OS23_FI012S

2023 Branded Entertainment Silver Pencil

INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton

Wer Braucht Feminismus?

The Vulva Spaceship

Low Budget

OS23_BE022S

2023 Branded Entertainment Silver Pencil

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

Guns Down America

Gun Survivor Reviews

Low Budget

OS23_BE023S

2023 Public Relations Silver Pencil

BETC / Paris + Duolingo / Paris + Voir Pictures / Paris

Duolingo

The Tattoo Duo Over

Brand Voice

OS23_PR016S

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

Havas / Chicago + Yellowstone Forever

Yellowstone Forever

Inheritance Pass

Physical Items

OS23_DM019S

2023 Brand-Side / In-House Silver Pencil

Apple / Cupertino + Smuggler / Los Angeles

Apple

Escape From The Office

Brand-Side Initiated & Originated Projects

OS23_BS007S

2023 Brand-Side / In-House Silver Pencil

Duolingo / Pittsburgh + HBO Max / New York

Duolingo

High Valyrian Lessons

Brand-Side Initiated & Originated Projects

OS23_BS008S

2023 Moving Image Craft & Production Silver Pencil

Revolver / REDFERN + Bear Meets Eagle On Fire / Sydney + Insurance Australia Group / Sydney + Arc Edit / Sydney

NRMA Insurance

Until Then

Direction / Series

OS23_MI015S

2023 Moving Image Craft & Production Silver Pencil

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

Apple

Call Me, With Timothée Chalamet

Direction / Series

OS23_MI016S

2023 Integrated Silver Pencil

Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India

Oreo India

#BringBack2011

Integrated Campaign

OS23_IG010S

2023 Integrated Silver Pencil

Leo Burnett / London + OMD / London + Framestore / London + Moxie Pictures / London

McDonald's

Raise Your Arches

Integrated Campaign

OS23_IG011S

2023 Integrated Silver Pencil

BBDO / New York

M&M's

Spokescandies on Pause

Integrated Campaign

OS23_IG012S

2023 Integrated Silver Pencil

McCann / New York

Mastercard

Touch Card

Integrated Campaign

OS23_IG013S

2023 Interactive & Mobile Craft Silver Pencil

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

Polycam + Unesco + Blue Shield

Backup Ukraine

Use of Technology

OS23_IC009S

2023 Interactive & Mobile Craft Silver Pencil

American Society for Deaf Children + Hello Monday/DEPT

American Society for Deaf Children

Fingerspelling

Use of Technology

OS23_IC010S

2023 Interactive & Mobile Craft Silver Pencil

FCB / New York + AB InBev / Michelob ULTRA

AB InBev / Michelob ULTRA

McEnroe vs McEnroe

Use of Technology

OS23_IC011S

2023 Interactive, Online & Mobile Silver Pencil

BBH USA

Google

Google Black-owned Friday Every Day

Online & Mobile Video / Interactive Video

OS23_IN013S

2023 IP & Product Design Silver Pencil

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

Gahr WeCapital

Data Tienda

Innovation & Transformation / Innovation in IP & Product Design

OS23_IP008S

2023 IP & Product Design Silver Pencil

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

Horizon Therapeutics

Eyedar

Innovation & Transformation / Innovation in IP & Product Design

OS23_IP009S

2023 Creative Use of Data Silver Pencil

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

Polycam + Unesco + Blue Shield

Backup Ukraine

Brand Partnerships

OS23_CU008S

2023 Pharma Silver Pencil

Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo

Boehringer Ingelheim

The Unwearable Collection

Craft / Art Direction

OS23_PH011S

2023 Health & Wellness Silver Pencil

Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo

Boehringer Ingelheim

The Unwearable Collection

Craft / Art Direction

OS23_HW018S

2023 Integrated Silver Pencil

Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai

P&G Whisper

The Missing Chapter

Craft / Art Direction

OS23_IG015S

2023 Integrated Silver Pencil

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

Supercell / Clash of Clans

Clash from the Past

Craft / Art Direction

OS23_IG016S

2023 Creative Effectiveness Silver Pencil

ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Dontstop PR agency / Kyiv + Forma Production agency / Kyiv

Concrete by Kovalska

Christmas Not War

Single Region or Market / CSR

OS23_CE007S

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