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.

2020 One Show Film Jury

Shelley Smoler

Group Creative Director



Shelley has had a very busy couple of years. She’s managed to make plenty of adverts, win a few awards, neglect some office plants, relocate across hemispheres and even get herself banned from an entire African country for a while.

It should be noted that the whole ‘banning from a country’ thing is rare. That was a consequence of helping The Zimbabwean newspaper fight against the oppression of the Mugabe regime by printing messages of protest on actual banknotes. The campaign made history, picking up over 50 awards, including a D&AD Black Pencil, two Grand Clios, the ADC’s first Black Cube and a Cannes Grand Prix. The campaign remains in the British Museum’s permanent collection. A five-year stint at BBH’s London flagship followed, during which Shelley and her creative partner worked across the agency’s full client roster, producing work for The Guardian, Audi, Google, Heineken, KFC and Mentos. In 2017, they were hired as the first creative directors in Droga 5’s UK relaunch. 18 months later, they were made the Group Creative Directors.

Recently, Shelley has launched campaigns on both sides of the Atlantic for Uniqlo, MINI Electric, Amazon Prime Video and Amazon US. The part of the job Shelley likes best is making brands famous and working to develop new talent within the agency. The part she enjoys least is trying to keep up with that new talent at the bar.




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