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.

One Show 2022 Creative Effectiveness Jury

Pablo Maldonado

Executive Creative Director



In the last 17 years, Pablo has ignited the 20/21 Grand Prix-winning project 'Degree Inclusive', the world's first deodorant designed for people with upper limb and visual disabilities, obtaining the first-ever Cannes GP in Innovation for Argentina and the first in Wunderman Thompson's history. But not only that, he has built a 32-foot outdoor QR code installation, created radios using the original audios of Latin American presidents, used 2020 pay cuts as customized fast-food discounts, and co-launched an app that turns insults to service companies into legal letters. Today, he helps grow Grey Dubai's creative reputation and tries to make his clients incredibly famous and effective. He has won nearly 400 awards at all major creative and effectiveness shows across different media and with brands such as Unilever, Burger King, Bose, GSK, Philips, Got Milk?, VW, Renault, and Heineken, to name a few. Now residing in the UAE, he can also call Argentina, Mexico, and the USA his home.




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