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.

2020 One Show - Branded Entertainment

The Birth of Gaming Tourism

Agency McCann / London + Craft/McCann / London + Momentum / London

Client Xbox / Microsoft


Innovation in Branded Entertainment

Annual ID


2020 Awards

Total Points: 25



McCann London / London

Digital Agency

MRM//McCann / London

PR / Marketing Agency

MIAI / Weybridge
Assembly / London

Production Company

Craft/McCann / London
Fire Without Smoke / London
Momentum / London
Clockwork / Johannesburg
Attention Seekers / London


Rough Guides / London

Chief Creative Officer

Rob Doubal
Laurence Thomson

Creative Technologist

Tai Smith

Executive Creative Director

Jamie Mietz
Sanjiv Mistry

Account Team

Rob Smith
Sailesh Jani
Nicole Robinson-Spaude
Lynne Carter
Andy Wynn
Robert Stockton
Conor Lloyd
Anastasia Imam
Lucy Manning
Eloise Thompson
Melanie Vickers

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