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.
Year
#
One Show
Network Rankings
McCann Worldgroup
Client
Title
Category
Award
Points
An Empowering Partnership
Agency: McCann / New York + McCann Worldgroup + Microsoft / Seattle Client: Microsoft Category: Penta Pencil
Points: 75.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Design
Points: 50.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Innovation in Branded Entertainment
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Physical Product
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Under 100K Budget
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Health & Wellness
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Innovation in Health & Wellness
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Innovation in Design
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Experiential
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Brand Transformation
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Online-only Video / Single
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Innovation in Integrated Branding
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Non-traditional & Guerrilla Marketing
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Non-traditional & Guerrilla Marketing
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Design
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Short Form Video / Single
Points: 25.0
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Craft / Data-Driven Personalization
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Innovation in Direct Marketing
Points: 25.0
5B
Agency: UM Studios / New York + Johnson & Johnson / New Brunswick + Verizon Media / RYOT / New York + Rogers & Cowan / Los Angeles Client: Johnson & Johnson Category: Full Length Video / Single
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Innovation in Out of Home
Points: 25.0
Generation Lockdown
Agency: Hungry Man Productions / New York City + McCann / New York Client: March For Our Lives Category: Television & VOD / Long Form - Single
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Games / Digital & Physical
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Products
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Products
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Experiential / Live Events
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: CMO Pencil
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Online Films & Video / Long Form - Single
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Branded Entertainment
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Out of Home / Health & Wellness
Points: 15.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Public Relations
Points: 15.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Community Building
Points: 15.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Reputation Management
Points: 15.0
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Out of Home / Billboards & Transit
Points: 15.0
The Most Metal Scratch-Off
Agency: Lottery / New York + McCann / New York + JSM Music / New York Client: New York Lottery Category: Craft / Writing
Points: 15.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland Client: March For Our Lives Category: Digital & Online / Social Media Post - Single
Points: 15.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Branding / Branded Item
Points: 15.0
40,000 Strong
Agency: McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London Client: Help for Heroes Category: Experiential & Installations / Brand Installations
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Integrated Campaign
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Promotional Items / Booklets & Brochures
Points: 15.0
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine Client: Nestlé Purina Pet Care Category: Innovation in Direct Marketing
Points: 15.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Innovation in Direct Marketing
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Cross-Channel UX / UI / Digital / Physical
Points: 15.0
The Most Metal Scratch-Off
Agency: Lottery / New York + McCann / New York + JSM Music / New York Client: New York Lottery Category: Visual & Audio Craft / Music
Points: 15.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa Client: Donate Life California Category: Events / Stunts / Competitions
Points: 10.0
Love Calls Back
Agency: McCann / New York + Verizon / Baskin Ridge Client: Verizon Category: Community Building
Points: 10.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup Client: IKEA Category: Brand Voice
Points: 10.0
The Non-Issue
Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London Client: L'Oréal Paris Category: Co-Promotions
Points: 10.0
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London Client: Vice UK Category: Targeted Video / Targeted Online Video
Points: 10.0
The Team That Wouldn't Be Here
Agency: McCann / New York + Verizon / Baskin Ridge + Film Forites / Los Angeles + JSM Music / New York Client: Verizon Category: Integrated Branding Campaign
Points: 10.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Integrated Branding Campaign
Points: 10.0
Client:
Microsoft
Title:
An Empowering Partnership
Category:
Penta Pencil
Award:
2020 Penta Pencil Penta Pencil
Points:
75.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Award:
2020 Design Best of Discipline Pencil
Points:
50.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Innovation in Branded Entertainment
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Physical Product
Award:
2020 IP & Products Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Under 100K Budget
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Health & Wellness
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Health & Wellness
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Design
Award:
2020 Design Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Experiential
Award:
2020 Experiential & Immersive Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Brand Transformation
Award:
2020 Integrated Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Online-only Video / Single
Award:
2020 Interactive & Online Gold Pencil
Points:
25.0
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Integrated Branding
Award:
2020 Integrated Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Non-traditional & Guerrilla Marketing
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Non-traditional & Guerrilla Marketing
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Award:
2020 Design Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Short Form Video / Single
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Craft / Data-Driven Personalization
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Johnson & Johnson
Title:
5B
Category:
Full Length Video / Single
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Out of Home
Award:
2020 Out of Home Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Television & VOD / Long Form - Single
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Games / Digital & Physical
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Products
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
IKEA
Title:
ThisAbles
Category:
Products
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Experiential / Live Events
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
CMO Pencil
Award:
2020 CMO Pencil CMO Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Online Films & Video / Long Form - Single
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Branded Entertainment
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Out of Home / Health & Wellness
Award:
2020 Health, Wellness & Pharma Silver Pencil
Points:
15.0
Client:
Donate Life California
Title:
Second Chances
Category:
Public Relations
Award:
2020 Health, Wellness & Pharma Silver Pencil
Points:
15.0
Client:
IKEA
Title:
ThisAbles
Category:
Community Building
Award:
2020 Public Relations Silver Pencil
Points:
15.0
Client:
Microsoft
Title:
Changing the Game
Category:
Reputation Management
Award:
2020 Public Relations Silver Pencil
Points:
15.0
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Out of Home / Billboards & Transit
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
New York Lottery
Title:
The Most Metal Scratch-Off
Category:
Craft / Writing
Award:
2020 Mobile Silver Pencil
Points:
15.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Digital & Online / Social Media Post - Single
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
Microsoft
Title:
Changing the Game
Category:
Branding / Branded Item
Award:
2020 Design Silver Pencil
Points:
15.0
Client:
Help for Heroes
Title:
40,000 Strong
Category:
Experiential & Installations / Brand Installations
Award:
2020 Out of Home Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Campaign
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Promotional Items / Booklets & Brochures
Award:
2020 Print Silver Pencil
Points:
15.0
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Cross-Channel UX / UI / Digital / Physical
Award:
2020 Digital Craft Silver Pencil
Points:
15.0
Client:
New York Lottery
Title:
The Most Metal Scratch-Off
Category:
Visual & Audio Craft / Music
Award:
2020 Digital Craft Silver Pencil
Points:
15.0
Client:
Donate Life California
Title:
Second Chances
Category:
Events / Stunts / Competitions
Award:
2020 Experiential & Immersive Bronze Pencil
Points:
10.0
Client:
Verizon
Title:
Love Calls Back
Category:
Community Building
Award:
2020 Public Relations Bronze Pencil
Points:
10.0
Client:
IKEA
Title:
ThisAbles
Category:
Brand Voice
Award:
2020 Public Relations Bronze Pencil
Points:
10.0
Client:
L'Oréal Paris
Title:
The Non-Issue
Category:
Co-Promotions
Award:
2020 Public Relations Bronze Pencil
Points:
10.0
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Targeted Video / Targeted Online Video
Award:
2020 Direct Marketing Bronze Pencil
Points:
10.0
Client:
Verizon
Title:
The Team That Wouldn't Be Here
Category:
Integrated Branding Campaign
Award:
2020 Integrated Bronze Pencil
Points:
10.0
Client:
Microsoft
Title:
Changing the Game
Category:
Integrated Branding Campaign
Award:
2020 Integrated Bronze Pencil
Points:
10.0
