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.
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Award
Agency
Client
Title
Category
Annual ID
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Physical Product
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Brand Voice
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Products
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Physical Products
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Innovation & Transformation / Innovation in Direct Marketing
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Service Design / Customer Experience (CX)
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Customer Experience / CX
Astronomical Sales
Agency: FP7 McCann / Dubai + Carat / Dubai + Digitas LBI / Dubai
Client: Mastercard Category: Real-Time
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Experiential / Customer Experience / CX
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Innovation & Transformation / Innovation in Experiential
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Physical Items
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Brand Partnerships
Pensions Delivery
Agency: Grey Argentina / Buenos Aires
Client: Itaú Bank Category: Non-traditional & Guerrilla Marketing
America the Beautful
Agency: Publicis / New York + Publicis / Latvia + Citi / New York
Client: Citibank Category: Music Adaptation / Instrumental
Safe Waze 2 Shop
Agency: McCann Poland / Warszawa + McCann Canada / Toronto
Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Unseen Players
Agency: MullenLowe Delta / Quito
Client: Banco Pichincha Category: Experiential / Live / In-Person Events
The River Apartments
Agency: McCann Colombia / Bogotá
Client: Banco de Bogotá Category: Experiential & Installations / Brand Installations
The River Apartments
Agency: McCann Colombia / Bogotá
Client: Banco de Bogotá Category: Innovation & Transformation / Innovation in Out of Home
Pensions Delivery
Agency: Grey Argentina / Buenos Aires
Client: Itaú Bank Category: Innovation & Transformation / Innovation in Lockdown
The River Apartments
Agency: McCann Colombia / Bogotá
Client: Banco de Bogotá Category: Experiential & Installations / Experiential & Immersive
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: CMO Pencil
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Creative Effectiveness / Consumer / Brand
Aware Super Brand TVC
Agency: Squeak E. Clean Studios / Sydney + The Works / Sydney + ARC EDIT / Sydney + Scoundrel / Sydney
Client: Aware Super Category: Sound Design
Kai nu’u o Kanaloa Art Installation
Agency: phenomenon + Central Pacific Bank / Honolulu + 1stAveMachine / Espadaysantacruz Studio / New York + Hana Productions / Honolulu
Client: Central Pacific Bank Category: Data Visualization / Static or Dynamic
Scoop! There It Is!
Agency: The Martin Agency / Richmond + Cut + Run / Los Angeles + Hungry Man Productions / Los Angeles
Client: GEICO Category: Music Adaptation / Song
Safe Waze 2 Shop
Agency: McCann Poland / Warszawa + McCann Canada / Toronto
Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Zaadii's Unfinished Story
Agency: TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client: Travelers Insurance Category: Craft / Art Direction
Sloways
Agency: CHE Proximity / Australia + Mindshare + Thinkerbell / Melbourne + Revolver / Sydney
Client: IAG/NRMA Insurance Category: Spatial Design / Wayfinding
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Experiential / Virtual Events
Kai nu’u o Kanaloa Art Installation
Agency: phenomenon + Central Pacific Bank / Honolulu + 1stAveMachine / Espadaysantacruz Studio / New York + Hana Productions / Honolulu
Client: Central Pacific Bank Category: Spatial Design / Architecture
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Single Country or Region / Consumer / Brand
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Goals for Sustainable Development
Pensions Delivery
Agency: Grey Argentina / Buenos Aires
Client: Itaú Bank Category: Innovation & Transformation / Innovation in Lockdown
The List
Agency: Publicis / New York + Harbor Picture Company / New York + Rock Paper Scissors / New York + Sanctuary Content
Client: Citi Category: Television & VOD / Long Form - Single
Through Different Eyes
Agency: TBWA\Singapore / Singapore + SixToes.tv / Singapore + Smuggler / London + Black Kite Studios / London
Client: Standard Chartered Category: Visual Effects / Single
Pensions Delivery
Agency: Grey Argentina / Buenos Aires
Client: Itaú Bank Category: Innovation & Transformation / Innovation in Lockdown
Dr Rick
Agency: Arnold Worldwide / Boston + Moxie Pictures / Los Angeles
Client: Progressive Insurance Category: Television & VOD / Short Form - Series
The Safe Training Jersey
Agency: Havas Sports & Entertainment / Puteaux + GMF / Paris
Client: GMF Category: Physical Product
Now that you see me
Agency: Publicis / New York + Sanctuary Content + Harbor Picture Company / New York + Rock Paper Scissors / New York
Client: Citi Category: Integrated Branding Campaign
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Out of Home / P.O.P. & In-Store
Aunt Infestation
Agency: The Martin Agency / Richmond + GEICO / Chevy Chase, MD + O Positive / Los Angeles + Mackcut / New York
Client: GEICO Category: Television & VOD / Short Form - Single
Broken Ceiling
Agency: McCann / New York + State Street Global Advisors / Boston
Client: State Street Global Advisors Category: Out of Home / Brand Installations
Broken Ceiling
Agency: McCann / New York + State Street Global Advisors / Boston
Client: State Street Global Advisors Category: Spatial Design / Experiential & Immersive
Poem POS Terminals
Agency: Shanghai Tian Yu Kong Advertising Agency / Shanghai
Client: China UnionPay Category: Spatial Design / Experiential & Immersive
Zaadii's Unfinished Story
Agency: TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client: Travelers Insurance Category: Innovation & Transformation / Innovation in Branded Entertainment
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Experiential / Virtual Events - Livestream
#EdgarsChristmas
Agency: Jung von Matt Donau GmbH / Vienna + Passion Animation Studios / London + MCasso Productions / London + Unit Studios / London
Client: Erste Group Category: Animation / Single
Award:
2021 IP & Products Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Physical Product
Annual ID:
OS_IP21_001G
Award:
2021 Public Relations Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Brand Voice
Annual ID:
OS_PR21_001G
Award:
2021 Health, Wellness & Pharma Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Products
Annual ID:
OS_HW21_004G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Physical Products
Annual ID:
OS_EX21_011G
Award:
2021 Direct Marketing Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_034G
Award:
2021 Design Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Service Design / Customer Experience (CX)
Annual ID:
OS_DE21_027G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Customer Experience / CX
Annual ID:
OS_EX21_004G
Award:
2021 Creative Use of Data Gold Pencil
Agency:
FP7 McCann / Dubai + Carat / Dubai + Digitas LBI / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Real-Time
Annual ID:
OS_CU21_007G
Award:
2021 Direct Marketing Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Experiential / Customer Experience / CX
Annual ID:
OS_DM21_015G
Award:
2021 Social Media Silver Pencil
Agency:
R/GA / New York
Client:
Ally Financial
Title:
r/Bank
Category:
Social Post / Single
Annual ID:
OS_SM21_009S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_025S
Award:
2021 Direct Marketing Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Physical Items
Annual ID:
OS_DM21_004S
Award:
2021 Public Relations Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Brand Partnerships
Annual ID:
OS_PR21_021S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Grey Argentina / Buenos Aires
Client:
Itaú Bank
Title:
Pensions Delivery
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_020S
Award:
2021 Music & Sound Craft Silver Pencil
Agency:
Publicis / New York + Publicis / Latvia + Citi / New York
Client:
Citibank
Title:
America the Beautful
Category:
Music Adaptation / Instrumental
Annual ID:
OS_MS21_009S
Award:
2021 Creative Use of Data Bronze Pencil
Agency:
McCann Poland / Warszawa + McCann Canada / Toronto
Client:
Mastercard
Title:
Safe Waze 2 Shop
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_CU21_012B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
MullenLowe Delta / Quito
Client:
Banco Pichincha
Title:
Unseen Players
Category:
Experiential / Live / In-Person Events
Annual ID:
OS_BE21_015B
Award:
2021 Out of Home Bronze Pencil
Agency:
McCann Colombia / Bogotá
Client:
Banco de Bogotá
Title:
The River Apartments
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS_OH21_011B
Award:
2021 Out of Home Bronze Pencil
Agency:
McCann Colombia / Bogotá
Client:
Banco de Bogotá
Title:
The River Apartments
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_029B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
Grey Argentina / Buenos Aires
Client:
Itaú Bank
Title:
Pensions Delivery
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_043B
Award:
2021 Out of Home Bronze Pencil
Agency:
McCann Colombia / Bogotá
Client:
Banco de Bogotá
Title:
The River Apartments
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS_OH21_014B
Award:
2021 CMO Pencil CMO Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
CMO Pencil
Annual ID:
OS_CM21_001G
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_022M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Squeak E. Clean Studios / Sydney + The Works / Sydney + ARC EDIT / Sydney + Scoundrel / Sydney
Client:
Aware Super
Title:
Aware Super Brand TVC
Category:
Sound Design
Annual ID:
OS_MS21_046M
Award:
2021 Design Merit Award
Agency:
phenomenon + Central Pacific Bank / Honolulu + 1stAveMachine / Espadaysantacruz Studio / New York + Hana Productions / Honolulu
Client:
Central Pacific Bank
Title:
Kai nu’u o Kanaloa Art Installation
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS_DE21_111M
Award:
2021 Creative Use of Data Merit Award
Agency:
Ogilvy / Madrid
Client:
ING
Title:
THE OTHER SIDE
Category:
Storytelling
Annual ID:
OS_CU21_019M
Award:
2021 Design Merit Award
Agency:
COLLINS + Robinhood
Client:
Robinhood
Title:
Robinhood Illustration
Category:
Craft / Illustration
Annual ID:
OS_DE21_163M
Award:
2021 Music & Sound Craft Merit Award
Agency:
The Martin Agency / Richmond + Cut + Run / Los Angeles + Hungry Man Productions / Los Angeles
Client:
GEICO
Title:
Scoop! There It Is!
Category:
Music Adaptation / Song
Annual ID:
OS_MS21_035M
Award:
2021 Social Media Merit Award
Agency:
McCann Poland / Warszawa + McCann Canada / Toronto
Client:
Mastercard
Title:
Safe Waze 2 Shop
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_112M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client:
Travelers Insurance
Title:
Zaadii's Unfinished Story
Category:
Craft / Art Direction
Annual ID:
OS_DM21_107M
Award:
2021 Design Merit Award
Agency:
CHE Proximity / Australia + Mindshare + Thinkerbell / Melbourne + Revolver / Sydney
Client:
IAG/NRMA Insurance
Title:
Sloways
Category:
Spatial Design / Wayfinding
Annual ID:
OS_DE21_147M
Award:
2021 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_067M
Award:
2021 Design Merit Award
Agency:
phenomenon + Central Pacific Bank / Honolulu + 1stAveMachine / Espadaysantacruz Studio / New York + Hana Productions / Honolulu
Client:
Central Pacific Bank
Title:
Kai nu’u o Kanaloa Art Installation
Category:
Spatial Design / Architecture
Annual ID:
OS_DE21_146M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_030M
Award:
2021 Sustainable Development Pencil Merit Award
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Goals for Sustainable Development
Annual ID:
OS_SD21_010M
Award:
2021 IP & Products Merit Award
Agency:
Grey Argentina / Buenos Aires
Client:
Itaú Bank
Title:
Pensions Delivery
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IP21_026M
Award:
2021 Film Merit Award
Agency:
Publicis / New York + Harbor Picture Company / New York + Rock Paper Scissors / New York + Sanctuary Content
Client:
Citi
Title:
The List
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_062M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Singapore / Singapore + SixToes.tv / Singapore + Smuggler / London + Black Kite Studios / London
Client:
Standard Chartered
Title:
Through Different Eyes
Category:
Visual Effects / Single
Annual ID:
OS_MI21_094M
Award:
2021 Public Relations Merit Award
Agency:
Grey Argentina / Buenos Aires
Client:
Itaú Bank
Title:
Pensions Delivery
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_092M
Award:
2021 Film Merit Award
Agency:
Arnold Worldwide / Boston + Moxie Pictures / Los Angeles
Client:
Progressive Insurance
Title:
Dr Rick
Category:
Television & VOD / Short Form - Series
Annual ID:
OS_FI21_047M
Award:
2021 IP & Products Merit Award
Agency:
Havas Sports & Entertainment / Puteaux + GMF / Paris
Client:
GMF
Title:
The Safe Training Jersey
Category:
Physical Product
Annual ID:
OS_IP21_016M
Award:
2021 Integrated Merit Award
Agency:
Publicis / New York + Sanctuary Content + Harbor Picture Company / New York + Rock Paper Scissors / New York
Client:
Citi
Title:
Now that you see me
Category:
Integrated Branding Campaign
Annual ID:
OS_IG21_025M
Award:
2021 Direct Marketing Merit Award
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DM21_056M
Award:
2021 Film Merit Award
Agency:
The Martin Agency / Richmond + GEICO / Chevy Chase, MD + O Positive / Los Angeles + Mackcut / New York
Client:
GEICO
Title:
Aunt Infestation
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_046M
Award:
2021 Design Merit Award
Agency:
McCann / New York + State Street Global Advisors / Boston
Client:
State Street Global Advisors
Title:
Broken Ceiling
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_132M
Award:
2021 Design Merit Award
Agency:
McCann / New York + State Street Global Advisors / Boston
Client:
State Street Global Advisors
Title:
Broken Ceiling
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS_DE21_141M
Award:
2021 Design Merit Award
Agency:
Shanghai Tian Yu Kong Advertising Agency / Shanghai
Client:
China UnionPay
Title:
Poem POS Terminals
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS_DE21_142M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client:
Travelers Insurance
Title:
Zaadii's Unfinished Story
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_084M
Award:
2021 Branded Entertainment Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Experiential / Virtual Events - Livestream
Annual ID:
OS_BE21_065M
Award:
2021 Moving Image Craft Merit Award
Agency:
Jung von Matt Donau GmbH / Vienna + Passion Animation Studios / London + MCasso Productions / London + Unit Studios / London
Client:
Erste Group
Title:
#EdgarsChristmas
Category:
Animation / Single
Annual ID:
OS_MI21_084M
