The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.


2011 One Show Entertainment Judges

Pelle Sjoenell


New York

Pelle studied a wide variety of subjects at University, from Social Science to Graphic Design, Typography and Art Direction. After completing his Art Direction Studies at Berghs School of Communication in Stockholm in 1994, Pelle began work as an Assistant Art Director at TBWA Stockholm. He moved up the ladder to Art Director before serving as Creative Director from 1996 to 2000. The office later changed their name and became King, with Pelle as a founding partner. While Pelle was a partner in the company, King opened up offices in both London and Finland and in 2002 Pelle was appointed CEO. He held that position until he left for the United States in 2006 to take a Group Creative Director position at Fallon Worldwide in Minneapolis. Pelle stayed at Fallon until he was asked to join BBH New York in 2007 as a Creative Director. In 2009 he was promoted to Executive Creative Director and was made a member of the board. He was just charged with opening a BBH office in Los Angeles to focus on brand content.

During his advertising career, Pelle has won numerous creative awards. This year he collected a Gold Lion, two Bronze Lions and one Silver Lion at Cannes, a Silver Pencil for the One Show Interactive and two People's Voice Awards at the Webby's. Last award season, he collected three Gold and Silver Pencils in The One Show and One Show Interactive, a Gold CLIO Statue, a WEBBY, The 'NEXT Award' in the AICP and 'The GRANDY', the top award at The ANDY Awards. At last year’s Cannes Festival Pelle acquired two Gold Lions, one Silver Lion and the very prestigious Titanium Lion.

He and his brother Calle were featured in an Adweek article highlighting innovative, young people under 40 to watch in the industry. Creativity magazine featured Pelle in their yearly “Creatives Now” issue that showcases the best creative teams in the industry. Lüerzer’s Archive Magazine referred to Pelle and Calle as “one of the best creative teams in the world.” Pelle has been the Head of the Film Jury at the Golden Egg Awards two times, and Chairman of the Jury once. He’s been a jury member at the American Advertising Federation’s ADDY Awards. He has taught and lectured at Berghs School of Communication and Miami Ad School, Hamburg. Client experience includes AXE, Google, New York City, Sci-Fi Channel, Warner Brothers Music, United Airlines, Citibank, Becel, Telia Sonera, Tele2, H&M, Rocky Jeans, WESC, Nivea Beauty, Carlsberg,Tuborg, IKEA, Nissan, Volkswagen, Canon and MTV.




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