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
The New House of Communication
Agency: büro uebele visuelle kommunikation / Stuttgart + SERVICEPLAN GERMANY / Munich
Client: Serviceplan Group Category: Typography / Typeface Design
Think About the Brain
Agency: NORD ID/DDB / Stockholm + Bloom Type Foundry / Stockholm
Client: The Swedish Brain Foundation Category: Typography / Typeface Design
Black Characters
Agency: FCB Brasil / São Paulo + FCB Studio / São Paulo
Client: Raça Magazine Category: User-Generated Content
Files of Freedom
Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client: Mercado Livre Category: User-Generated Content
I'm Possible Billboards
Agency: Havas Middle East / Dubai + Mediacom / Dubai + Red Havas Middle East / Dubai
Client: adidas Category: User-Generated Content
Chewpons
Agency: Leo Burnett Canada / Toronto
Client: Smucker Foods of Canada Corp. Category: User-Generated Content
Apologize the Rainbow
Agency: DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client: Skittles Category: User-Generated Content
Goldfish Jingle
Agency: Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York
Client: Goldfish Category: User-Generated Content
Happy to be censored
Agency: beX (creative agency of be sweet_.) / Madrid + GC Aesthetics / Barcelona + BeSweet Films / Madrid
Client: GC Aesthetics Category: Social Media
The Great Celebrity Hack
Agency: Leo Burnett India / Mumbai
Client: Burger King Category: Stunts & Activations
Ketchup to the rescue
Agency: Ogilvy Germany
Client: Curtice Brothers GmbH Category: Stunts & Activations
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Stunts & Activations
Happy Birthday from Earth
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm
Client: Husqvarna Category: Stunts & Activations
Inside Jobs
Agency: DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client: VOLKSWAGEN GROUP FRANCE Category: Stunts & Activations
Empty Plates
Agency: Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client: UAE Government Media Office Category: Stunts & Activations
French Toast Guy
Agency: McCann Canada / Toronto
Client: Wendy's Canada Category: Stunts & Activations
Pee in a Busch, Save a Tree
Agency: The Martin Agency / Richmond
Client: Busch Category: Stunts & Activations
Tropicana Crunch Cereal
Agency: Cramer-Krasselt / Chicago + MullenLowe + OMD
Client: Tropicana Category: Stunts & Activations
Casper Sleepers
Agency: VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York
Client: Casper Category: Stunts & Activations
G'day
Agency: M&C Saatchi / Sydney + FINCH / Sydney + M&C Saatchi / Warsaw + The Editors / Sydney
Client: Tourism Australia Category: Craft / Art Direction
The Cathedral of Diablo
Agency: 72andSunny / Los Angeles
Client: Blizzard Category: Craft / Art Direction
Google Black-owned Friday Every Day
Agency: BBH USA + Google Consumer Apps
Client: Google Category: Craft / Art Direction
[Life Subtitled]
Agency: Ogilvy / Chicago + Sarofsky / Chicago
Client: Chicago International Film Festival Category: Craft / Art Direction
Unrecommended By Algorithm
Agency: Publicis Conseil / Paris + Havas Paris / Puteaux
Client: FNAC Category: Customer Experience / CX
Jersey Pay
Agency: VMLY&R Commerce Mexico / Mexico City
Client: AB InBev / Corona Category: Customer Experience / CX
The Black Elevation Map
Agency: Performance Art / Toronto
Client: Black & Abroad Category: Customer Experience / CX
The Missing Chapter
Agency: Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client: P&G Whisper Category: Craft / Art Direction
Unforgettable Moments
Agency: The Leith Agency / Edinburgh
Client: Head For Change Category: Craft / Art Direction
Lesso Lessons
Agency: Ogilvy Africa / Nairobi + Kenya Ministry of Health / Nairobi + Roto / Nairobi + Fluid Films / Nairobi
Client: Roto & Kenya Ministry of Health Category: Craft / Art Direction
Pets of War
Agency: Ogilvy Health NA / New York + Illusion CGI Studio / Bangkok
Client: Four Paws Category: Craft / Art Direction
Tough Turban: B2B Packaging
Agency: Zulu Alpha Kilo + Pfaff Harley-Davidson + Sparks Innovation
Client: Pfaff Harley-Davidson Category: Craft / Art Direction
Gout Revisited
Agency: Area 23, an IPG Health Company / New York + Horizon Therapeutics / Chicago + NORTE / São Paulo + CANJA Audio Culture / São Francisco
Client: Horizon Therapeutics Category: Integrated Campaign
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: Integrated Campaign
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Social Media Post / Single
Missing Stock
Agency: Wunderman Thompson / Bogotá
Client: Fundación Internacional Para El Reencuentro / MUDI Category: Out of Home / Billboards & Transit
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Streaming and Influencer
The Candual
Agency: TBWA\Switzerland AG / Zurich
Client: IKEA Switzerland Category: Brand Identity / Single Item
Immortal Membership
Agency: Broken Heart Love Affair / Toronto + Lifelong Crush / Toronto + Royal Ontario Museum / Toronto + Sparks Productions / Toronto
Client: Royal Ontario Museum Category: Brand Identity / Single Item
Paintings of Hope
Agency: VMLY&R HEALTH / Madrid + Gilead Sciences / Madrid
Client: Gilead Sciences Category: Craft / Use of Technology
The Outside In Experiment
Agency: Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client: Horizon Therapeutics Category: Craft / Use of Technology
Ribena Chin Up
Agency: Bartle Bogle Hegarty / London
Client: Ribena Category: Television & VOD / 30 Seconds and Under - Series
Dr. Rick
Agency: Arnold Worldwide / Boston + Progressive Insurance + Moxie Pictures / Los Angeles
Client: Progressive Insurance Category: Television & VOD / 30 Seconds and Under - Series
How A Gentleman Treats His Balls
Agency: Quality Meats / Chicago + SAXX Underwear / Vancouver + Cutters / Chicago + PRETTYBIRD
Client: SAXX Underwear Category: Television & VOD / 30 Seconds and Under - Series
Replay
Agency: Arnold Worldwide / Boston + Progressive Insurance + O Positive / Los Angeles + Cosmo Street Editorial / New York
Client: Progressive Insurance Category: Television & VOD / 30 Seconds and Under - Series
Don't Die Before You Try It
Agency: Party Land / Los Angeles + Barking Owl / Los Angeles + Cabin Edit / Los Angeles + World War Seven / Los Angeles
Client: Dave's Hot Chicken Category: Television & VOD / 30 Seconds and Under - Series
Toxic Influence
Agency: Ogilvy UK / London
Client: Dove Category: Innovation & Transformation / Innovation in Moving Image Craft
Flip
Agency: Uncommon Creative Studio / London + Pulse Films / London
Client: B&Q Category: Innovation & Transformation / Innovation in Moving Image Craft
Award:
2023 Interactive & Mobile Craft Merit Award
Agency:
Google + Google Creative Lab
Client:
Google
Title:
Interview Warmup
Category:
Use of Technology
Annual ID:
OS23_IC038M
Award:
2023 Interactive & Mobile Craft Merit Award
Agency:
‿ and us / Dubai + BlackBox / Dubai
Client:
Anghami
Title:
Sole Music
Category:
Use of Technology
Annual ID:
OS23_IC039M
Award:
2023 Design Merit Award
Agency:
büro uebele visuelle kommunikation / Stuttgart + SERVICEPLAN GERMANY / Munich
Client:
Serviceplan Group
Title:
The New House of Communication
Category:
Typography / Typeface Design
Annual ID:
OS23_DE099M
Award:
2023 Design Merit Award
Agency:
NORD ID/DDB / Stockholm + Bloom Type Foundry / Stockholm
Client:
The Swedish Brain Foundation
Title:
Think About the Brain
Category:
Typography / Typeface Design
Annual ID:
OS23_DE100M
Award:
2023 Social Media Merit Award
Agency:
FCB Brasil / São Paulo + FCB Studio / São Paulo
Client:
Raça Magazine
Title:
Black Characters
Category:
User-Generated Content
Annual ID:
OS23_SM068M
Award:
2023 Social Media Merit Award
Agency:
GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client:
Mercado Livre
Title:
Files of Freedom
Category:
User-Generated Content
Annual ID:
OS23_SM069M
Award:
2023 Social Media Merit Award
Agency:
Havas Middle East / Dubai + Mediacom / Dubai + Red Havas Middle East / Dubai
Client:
adidas
Title:
I'm Possible Billboards
Category:
User-Generated Content
Annual ID:
OS23_SM070M
Award:
2023 Social Media Merit Award
Agency:
Leo Burnett Canada / Toronto
Client:
Smucker Foods of Canada Corp.
Title:
Chewpons
Category:
User-Generated Content
Annual ID:
OS23_SM071M
Award:
2023 Social Media Merit Award
Agency:
DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles
Client:
Skittles
Title:
Apologize the Rainbow
Category:
User-Generated Content
Annual ID:
OS23_SM072M
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York
Client:
Goldfish
Title:
Goldfish Jingle
Category:
User-Generated Content
Annual ID:
OS23_SM073M
Award:
2023 Pharma Merit Award
Agency:
beX (creative agency of be sweet_.) / Madrid + GC Aesthetics / Barcelona + BeSweet Films / Madrid
Client:
GC Aesthetics
Title:
Happy to be censored
Category:
Social Media
Annual ID:
OS23_PH023M
Award:
2023 Social Media Merit Award
Agency:
Leo Burnett India / Mumbai
Client:
Burger King
Title:
The Great Celebrity Hack
Category:
Stunts & Activations
Annual ID:
OS23_SM088M
Award:
2023 Social Media Merit Award
Agency:
Ogilvy Germany
Client:
Curtice Brothers GmbH
Title:
Ketchup to the rescue
Category:
Stunts & Activations
Annual ID:
OS23_SM089M
Award:
2023 Social Media Merit Award
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Stunts & Activations
Annual ID:
OS23_SM090M
Award:
2023 Social Media Merit Award
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm
Client:
Husqvarna
Title:
Happy Birthday from Earth
Category:
Stunts & Activations
Annual ID:
OS23_SM091M
Award:
2023 Social Media Merit Award
Agency:
DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client:
VOLKSWAGEN GROUP FRANCE
Title:
Inside Jobs
Category:
Stunts & Activations
Annual ID:
OS23_SM092M
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client:
UAE Government Media Office
Title:
Empty Plates
Category:
Stunts & Activations
Annual ID:
OS23_SM093M
Award:
2023 Social Media Merit Award
Agency:
McCann Canada / Toronto
Client:
Wendy's Canada
Title:
French Toast Guy
Category:
Stunts & Activations
Annual ID:
OS23_SM094M
Award:
2023 Social Media Merit Award
Agency:
The Martin Agency / Richmond
Client:
Busch
Title:
Pee in a Busch, Save a Tree
Category:
Stunts & Activations
Annual ID:
OS23_SM095M
Award:
2023 Social Media Merit Award
Agency:
Cramer-Krasselt / Chicago + MullenLowe + OMD
Client:
Tropicana
Title:
Tropicana Crunch Cereal
Category:
Stunts & Activations
Annual ID:
OS23_SM096M
Award:
2023 Social Media Merit Award
Agency:
VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York
Client:
Casper
Title:
Casper Sleepers
Category:
Stunts & Activations
Annual ID:
OS23_SM097M
Award:
2023 Branded Entertainment Merit Award
Agency:
M&C Saatchi / Sydney + FINCH / Sydney + M&C Saatchi / Warsaw + The Editors / Sydney
Client:
Tourism Australia
Title:
G'day
Category:
Craft / Art Direction
Annual ID:
OS23_BE097M
Award:
2023 Branded Entertainment Merit Award
Agency:
72andSunny / Los Angeles
Client:
Blizzard
Title:
The Cathedral of Diablo
Category:
Craft / Art Direction
Annual ID:
OS23_BE098M
Award:
2023 Branded Entertainment Merit Award
Agency:
MullenLowe U.S.
Client:
Acura
Title:
Chiaki's Journey
Category:
Craft / Art Direction
Annual ID:
OS23_BE099M
Award:
2023 Branded Entertainment Merit Award
Agency:
BBH USA + Google Consumer Apps
Client:
Google
Title:
Google Black-owned Friday Every Day
Category:
Craft / Art Direction
Annual ID:
OS23_BE100M
Award:
2023 Branded Entertainment Merit Award
Agency:
Ogilvy / Chicago + Sarofsky / Chicago
Client:
Chicago International Film Festival
Title:
[Life Subtitled]
Category:
Craft / Art Direction
Annual ID:
OS23_BE101M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
Publicis Conseil / Paris + Havas Paris / Puteaux
Client:
FNAC
Title:
Unrecommended By Algorithm
Category:
Customer Experience / CX
Annual ID:
OS23_IN049M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
VMLY&R Commerce Mexico / Mexico City
Client:
AB InBev / Corona
Title:
Jersey Pay
Category:
Customer Experience / CX
Annual ID:
OS23_IN050M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
Performance Art / Toronto
Client:
Black & Abroad
Title:
The Black Elevation Map
Category:
Customer Experience / CX
Annual ID:
OS23_IN051M
Award:
2023 Health & Wellness Merit Award
Agency:
Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client:
P&G Whisper
Title:
The Missing Chapter
Category:
Craft / Art Direction
Annual ID:
OS23_HW087M
Award:
2023 Health & Wellness Merit Award
Agency:
The Leith Agency / Edinburgh
Client:
Head For Change
Title:
Unforgettable Moments
Category:
Craft / Art Direction
Annual ID:
OS23_HW088M
Award:
2023 Health & Wellness Merit Award
Agency:
Ogilvy Africa / Nairobi + Kenya Ministry of Health / Nairobi + Roto / Nairobi + Fluid Films / Nairobi
Client:
Roto & Kenya Ministry of Health
Title:
Lesso Lessons
Category:
Craft / Art Direction
Annual ID:
OS23_HW089M
Award:
2023 Health & Wellness Merit Award
Agency:
Ogilvy Health NA / New York + Illusion CGI Studio / Bangkok
Client:
Four Paws
Title:
Pets of War
Category:
Craft / Art Direction
Annual ID:
OS23_HW090M
Award:
2023 Health & Wellness Merit Award
Agency:
Zulu Alpha Kilo + Pfaff Harley-Davidson + Sparks Innovation
Client:
Pfaff Harley-Davidson
Title:
Tough Turban: B2B Packaging
Category:
Craft / Art Direction
Annual ID:
OS23_HW091M
Award:
2023 Pharma Merit Award
Agency:
Area 23, an IPG Health Company / New York + Horizon Therapeutics / Chicago + NORTE / São Paulo + CANJA Audio Culture / São Francisco
Client:
Horizon Therapeutics
Title:
Gout Revisited
Category:
Integrated Campaign
Annual ID:
OS23_PH027M
Award:
2023 Pharma Merit Award
Agency:
Area 23, an IPG Health Company / New York + Boehringer Ingelheim / Ridgefield + Dalmatian Cow / Los Angeles + Ritmika Audio Arts / São Paulo
Client:
Boehringer Ingelheim
Title:
The Unwearable Collection
Category:
Integrated Campaign
Annual ID:
OS23_PH028M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Social Media Post / Single
Annual ID:
OS23_DM086M
Award:
2023 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Bogotá
Client:
Fundación Internacional Para El Reencuentro / MUDI
Title:
Missing Stock
Category:
Out of Home / Billboards & Transit
Annual ID:
OS23_DM065M
Award:
2023 Gaming Merit Award
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Streaming and Influencer
Annual ID:
OS23_GA018M
Award:
2023 Design Merit Award
Agency:
TBWA\Switzerland AG / Zurich
Client:
IKEA Switzerland
Title:
The Candual
Category:
Brand Identity / Single Item
Annual ID:
OS23_DE067M
Award:
2023 Design Merit Award
Agency:
Broken Heart Love Affair / Toronto + Lifelong Crush / Toronto + Royal Ontario Museum / Toronto + Sparks Productions / Toronto
Client:
Royal Ontario Museum
Title:
Immortal Membership
Category:
Brand Identity / Single Item
Annual ID:
OS23_DE068M
Award:
2023 Pharma Merit Award
Agency:
VMLY&R HEALTH / Madrid + Gilead Sciences / Madrid
Client:
Gilead Sciences
Title:
Paintings of Hope
Category:
Craft / Use of Technology
Annual ID:
OS23_PH032M
Award:
2023 Pharma Merit Award
Agency:
Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client:
Horizon Therapeutics
Title:
The Outside In Experiment
Category:
Craft / Use of Technology
Annual ID:
OS23_PH033M
Award:
2023 Film & Video Merit Award
Agency:
Bartle Bogle Hegarty / London
Client:
Ribena
Title:
Ribena Chin Up
Category:
Television & VOD / 30 Seconds and Under - Series
Annual ID:
OS23_FI045M
Award:
2023 Film & Video Merit Award
Agency:
Arnold Worldwide / Boston + Progressive Insurance + Moxie Pictures / Los Angeles
Client:
Progressive Insurance
Title:
Dr. Rick
Category:
Television & VOD / 30 Seconds and Under - Series
Annual ID:
OS23_FI046M
Award:
2023 Film & Video Merit Award
Agency:
Quality Meats / Chicago + SAXX Underwear / Vancouver + Cutters / Chicago + PRETTYBIRD
Client:
SAXX Underwear
Title:
How A Gentleman Treats His Balls
Category:
Television & VOD / 30 Seconds and Under - Series
Annual ID:
OS23_FI047M
Award:
2023 Film & Video Merit Award
Agency:
Arnold Worldwide / Boston + Progressive Insurance + O Positive / Los Angeles + Cosmo Street Editorial / New York
Client:
Progressive Insurance
Title:
Replay
Category:
Television & VOD / 30 Seconds and Under - Series
Annual ID:
OS23_FI048M
Award:
2023 Film & Video Merit Award
Agency:
Party Land / Los Angeles + Barking Owl / Los Angeles + Cabin Edit / Los Angeles + World War Seven / Los Angeles
Client:
Dave's Hot Chicken
Title:
Don't Die Before You Try It
Category:
Television & VOD / 30 Seconds and Under - Series
Annual ID:
OS23_FI049M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Toxic Influence
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS23_MI128M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
Uncommon Creative Studio / London + Pulse Films / London
Client:
B&Q
Title:
Flip
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS23_MI129M
