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.

Beauty / Cosmetics / Toiletries / Personal Care

Award

Agency

Client

Title

Category

Annual ID

"SHISEIDO KARAKUSA" Agency: Shiseido Company, Limited / Tokyo, Japan + DENTSU INC. / Tokyo, Japan + Hakuten Corporation / Tokyo, Japan + DENTSU LIVE INC. / Tokyo, Japan Client: Shiseido Company, Limited Category: Branding / Identity System
Next Episode Agency: Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York Client: Old Spice Category: Short Form Video / Single
STONEBRICK Agency: ESTABLISHED / New York Client: Brand Strategy Division, Emart Inc. Category: Packaging / Mass-market
The Pledge for Paternity Leave Agency: Edelman / New York + Unilever / Englewood Cliffs, NJ Client: Unilever/Dove Men+Care Category: Brand Voice
The Non-Issue Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London Client: L'Oréal Paris Category: Co-Promotions
The Non-Issue Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London Client: L'Oréal Paris Category: Editorial / Magazines & Newspapers
e.l.f. #eyeslipsface TikTok Campaign Agency: Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA Client: e.l.f. Cosmetics Category: Social Channel / Single Platform
Rosette Face Wash Pasta Agency: Hakuhodo Inc. / Tokyo Client: ROSETTE Co.,Ltd. Category: Branding / Identity System
S/PARK Agency: SHISEIDO CO., LTD. / Tokyo + Kontrapunkt Japan / Tokyo + nanou inc. / Tokyo Client: SHISEIDO Category: Branding / Identity System
Old Spice Swagger Agency: Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York Client: Old Spice Category: Television & VOD / Varying Length Campaign
e.l.f. #eyeslipsface TikTok Campaign Agency: Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA Client: e.l.f. Cosmetics Category: Innovation in Branded Entertainment
The Pledge for Paternity Leave Agency: Edelman / New York + Unilever / Englewood Cliffs, NJ Client: Unilever/Dove Men+Care Category: Community Building
Pioneers Agency: FCB MEXICO / Mexico City + Beiersdorf / Hamburg + Primo / Argentina Client: Beiersdorf Category: Online Films & Video / Long Form - Single
Next Episode Agency: Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York Client: Old Spice Category: Online Films & Video / Long Form - Single
EraL Hair & Scalp Treatments Agency: DENTSU WEST JAPAN INC. / Kanazawa + Shin-Qoo lab. / Fukui + NOIR INC. / Nagoya Client: NICCA CHEMICAL CO.,LTD. Category: Craft / Photography
Project #ShowUs Agency: Razorfish / New York + Getty Images / New York + Girlgaze / Silverlake + Furlined / Santa Monica Client: Dove Category: Multi-Country or Global / Consumer / Brand
Project #ShowUs Agency: Razorfish / New York + Getty Images / New York + Girlgaze / Silverlake + Furlined / Santa Monica Client: Dove Category: Creative Effectiveness / Consumer / Brand
Pantene Home for the Holidays Agency: GREY / New York + TOWNHOUSE / New York + PANTENE / Cincinnati Client: Procter & Gamble Category: Music Videos
Old Spice Smell Like Your Own Man, Man Agency: Wieden+Kennedy / Portland + Epoch / Los Angeles + Joint / Portland + Kevin VFX / Portland Client: Old Spice Category: Television & VOD / Short Form - Campaign
The Period Girl Agency: Carmesi / Gurgaon Client: Carmesi Category: Out of Home / Series
A.I. Love Agency: MullenLowe / Singapore Client: Unilever (Closeup) Category: Craft / Use of Technology
e.l.f. #eyeslipsface TikTok Campaign Agency: Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA Client: e.l.f. Cosmetics Category: User-Generated Content
The Endless Ad Agency: Wieden+Kennedy / São Paulo Client: Old Spice Category: Television & VOD / Long Form - Single
We Believe Agency: GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York Client: Gillette (P&G) Category: Social Post / Single
Black and Red Agency: SHISEIDO CO., LTD. / Tokyo Client: SHISEIDO CO., LTD. Category: Promotional / Posters - Series
We Believe Agency: GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York Client: Gillette (P&G) Category: Social Engagement / Community Building
Black and Red Agency: SHISEIDO CO., LTD. / Tokyo Client: SHISEIDO CO., LTD. Category: Craft / Art Direction
The Endless Ad Agency: Wieden+Kennedy / São Paulo Client: Old Spice Category: Online Video / Online-only Video - Single
We Believe Agency: GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York Client: Gillette (P&G) Category: Brand Voice
Packages for a haute couture facial esthetic salon "EN" Agency: canaria inc. / Tokyo Client: LENOR JAPAN Co., Ltd. Category: Packaging / Specialty
The Endless Ad Agency: Wieden+Kennedy / São Paulo Client: Old Spice Category: Online Films & Video / Long Form - Single
Black and Red Agency: SHISEIDO CO., LTD. / Tokyo Client: SHISEIDO CO., LTD. Category: Craft / Photography
The Endless Ad Agency: Wieden+Kennedy / São Paulo Client: Old Spice Category: Innovation in Film
My Crayon Project Agency: R/GA / Tokyo Client: Shiseido Category: Craft / Data-Driven Personalization
Get Ready Agency: MJZ / Los Angeles + Dollar Shave Club / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles Client: Dollar Shave Club Category: Craft - Direction / Single
Reskinning Queen Street West Agency: Zulu Alpha Kilo / Toronto Client: Consonant Skincare Category: Promotional / Posters - Extended Series
Bodybuilder Agency: Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore Client: Ogilvy & Mather Singapore Category: Television & VOD / Long Form - Single
I am Trash Agency: Ogilvy / Paris + Etat Libre D'orange / Paris + H&O / Paris Client: Etat Libre d'Orange Category: Physical Product
High Maintenance Agency: Huge / Brooklyn Client: Il Makiage Category: Craft / Writing
Get Ready Agency: Final Cut / Los Angeles + Dollar Shave Club / Los Angeles + MJZ / Los Angeles + The Mill / Los Angeles Client: Dollar Shave Club Category: Craft - Editing / Single
Branding for a haute couture facial esthetic salon "EN" Agency: canaria inc. / Tokyo Client: LENOR JAPAN Co., Ltd. Category: Branding / Identity System
Project Body Hair Agency: Billie / New York + Whitehouse Post / New York + Carbon / New York + Wave Studios / New York Client: Billie Category: Online Video / Online-only Video - Single
Shaquem Griffin: Your Best Never Comes Easy Agency: GREY / New York Client: Gillette (P&G) Category: Online Video / Online-only Video - Single
Get Ready Agency: Dollar Shave Club / Los Angeles + MJZ / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles Client: Dollar Shave Club Category: Online Films & Video / Long Form - Single
We Believe Agency: GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York Client: Gillette (P&G) Category: Online Films & Video / Long Form - Single
Bodybuilder Agency: Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore Client: Ogilvy & Mather Singapore Category: Online Films & Video / Long Form - Single
#GirlsDoPoop Agency: goodstory / Brooklyn + Poo~Pourri / Dallas Client: Poo~Pourri Category: Short Form Video / Campaign / Series / Episodic
We Believe Agency: GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York Client: Gillette (P&G) Category: Online Films & Video / Pre-Roll - Single
Get Ready Agency: Dollar Shave Club / Los Angeles + MJZ / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles Client: Dollar Shave Club Category: Craft - Use of Music / Licensed / Adapted Music
Bodybuilder Agency: Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore Client: Ogilvy & Mather Singapore Category: Craft - Use of Music / Licensed / Adapted Music

2020 Design Bronze Pencil

Shiseido Company, Limited / Tokyo, Japan + DENTSU INC. / Tokyo, Japan + Hakuten Corporation / Tokyo, Japan + DENTSU LIVE INC. / Tokyo, Japan

Shiseido Company, Limited

"SHISEIDO KARAKUSA"

Branding / Identity System

OS_DE20_003B

2020 Branded Entertainment Bronze Pencil

Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York

Old Spice

Next Episode

Short Form Video / Single

OS_BE20_005B

2020 Design Bronze Pencil

ESTABLISHED / New York

Brand Strategy Division, Emart Inc.

STONEBRICK

Packaging / Mass-market

OS_DE20_019B

2020 Public Relations Bronze Pencil

Edelman / New York + Unilever / Englewood Cliffs, NJ

Unilever/Dove Men+Care

The Pledge for Paternity Leave

Brand Voice

OS_PR20_015B

2020 Public Relations Bronze Pencil

McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London

L'Oréal Paris

The Non-Issue

Co-Promotions

OS_PR20_022B

2020 Design Merit Award

McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London

L'Oréal Paris

The Non-Issue

Editorial / Magazines & Newspapers

OS_DE20_099M

2020 Social Media Merit Award

Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA

e.l.f. Cosmetics

e.l.f. #eyeslipsface TikTok Campaign

Social Channel / Single Platform

OS_SM20_037M

2020 Design Merit Award

Hakuhodo Inc. / Tokyo

ROSETTE Co.,Ltd.

Rosette Face Wash Pasta

Branding / Identity System

OS_DE20_082M

2020 Design Merit Award

SHISEIDO CO., LTD. / Tokyo + Kontrapunkt Japan / Tokyo + nanou inc. / Tokyo

SHISEIDO

S/PARK

Branding / Identity System

OS_DE20_084M

2020 Film Merit Award

Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York

Old Spice

Old Spice Swagger

Television & VOD / Varying Length Campaign

OS_FI20_075M

2020 Branded Entertainment Merit Award

Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA

e.l.f. Cosmetics

e.l.f. #eyeslipsface TikTok Campaign

Innovation in Branded Entertainment

OS_BE20_107M

2020 Public Relations Merit Award

Edelman / New York + Unilever / Englewood Cliffs, NJ

Unilever/Dove Men+Care

The Pledge for Paternity Leave

Community Building

OS_PR20_046M

2020 Film Merit Award

FCB MEXICO / Mexico City + Beiersdorf / Hamburg + Primo / Argentina

Beiersdorf

Pioneers

Online Films & Video / Long Form - Single

OS_FI20_089M

2020 Film Merit Award

Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles + Mackcut / New York

Old Spice

Next Episode

Online Films & Video / Long Form - Single

OS_FI20_099M

2020 Design Merit Award

DENTSU WEST JAPAN INC. / Kanazawa + Shin-Qoo lab. / Fukui + NOIR INC. / Nagoya

NICCA CHEMICAL CO.,LTD.

EraL Hair & Scalp Treatments

Craft / Photography

OS_DE20_202M

2020 Creative Effectiveness Merit Award

Razorfish / New York + Getty Images / New York + Girlgaze / Silverlake + Furlined / Santa Monica

Dove

Project #ShowUs

Multi-Country or Global / Consumer / Brand

OS_CE20_032M

2020 Creative Effectiveness Merit Award

Razorfish / New York + Getty Images / New York + Girlgaze / Silverlake + Furlined / Santa Monica

Dove

Project #ShowUs

Creative Effectiveness / Consumer / Brand

OS_CE20_014M

2020 Branded Entertainment Merit Award

GREY / New York + TOWNHOUSE / New York + PANTENE / Cincinnati

Procter & Gamble

Pantene Home for the Holidays

Music Videos

OS_BE20_058M

2020 Film Merit Award

Wieden+Kennedy / Portland + Epoch / Los Angeles + Joint / Portland + Kevin VFX / Portland

Old Spice

Old Spice Smell Like Your Own Man, Man

Television & VOD / Short Form - Campaign

OS_FI20_050M

2020 Design Merit Award

Carmesi / Gurgaon

Carmesi

The Period Girl

Out of Home / Series

OS_DE20_155M

2020 Experiential & Immersive Merit Award

MullenLowe / Singapore

Unilever (Closeup)

A.I. Love

Craft / Use of Technology

OS_EX20_072M

2020 Branded Entertainment Merit Award

Movers+Shakers / Brooklyn, NY + e.l.f. Cosmetics / Oakland, CA

e.l.f. Cosmetics

e.l.f. #eyeslipsface TikTok Campaign

User-Generated Content

OS_BE20_094M

2019 Film Bronze Pencil

Wieden+Kennedy / São Paulo

Old Spice

The Endless Ad

Television & VOD / Long Form - Single

OS_FI19010B

2019 Social Media Bronze Pencil

GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York

Gillette (P&G)

We Believe

Social Post / Single

OS_SM19008B

2019 Design Gold Pencil

SHISEIDO CO., LTD. / Tokyo

SHISEIDO CO., LTD.

Black and Red

Promotional / Posters - Series

OS_DE19030G

2019 Social Media Gold Pencil

GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York

Gillette (P&G)

We Believe

Social Engagement / Community Building

OS_SM19017G

2019 Print & Outdoor Silver Pencil

SHISEIDO CO., LTD. / Tokyo

SHISEIDO CO., LTD.

Black and Red

Craft / Art Direction

OS_PO19044S

2019 Interactive & Online Silver Pencil

Wieden+Kennedy / São Paulo

Old Spice

The Endless Ad

Online Video / Online-only Video - Single

OS_IN19013S

2019 Public Relations Silver Pencil

GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York

Gillette (P&G)

We Believe

Brand Voice

OS_PR19015S

2019 Design Silver Pencil

canaria inc. / Tokyo

LENOR JAPAN Co., Ltd.

Packages for a haute couture facial esthetic salon "EN"

Packaging / Specialty

OS_DE19044S

2019 Film Silver Pencil

Wieden+Kennedy / São Paulo

Old Spice

The Endless Ad

Online Films & Video / Long Form - Single

OS_FI19024S

2019 Design Gold Pencil

SHISEIDO CO., LTD. / Tokyo

SHISEIDO CO., LTD.

Black and Red

Craft / Photography

OS_DE19066G

2019 Film Silver Pencil

Wieden+Kennedy / São Paulo

Old Spice

The Endless Ad

Innovation in Film

OS_FI19039S

2019 Direct Marketing Bronze Pencil

R/GA / Tokyo

Shiseido

My Crayon Project

Craft / Data-Driven Personalization

OS_DI19036B

2019 Moving Image Craft Bronze Pencil

MJZ / Los Angeles + Dollar Shave Club / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles

Dollar Shave Club

Get Ready

Craft - Direction / Single

OS_MI19007B

2019 Design Merit Award

Zulu Alpha Kilo / Toronto

Consonant Skincare

Reskinning Queen Street West

Promotional / Posters - Extended Series

OS_DE19136M

2019 Film Merit Award

Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore

Ogilvy & Mather Singapore

Bodybuilder

Television & VOD / Long Form - Single

OS_FI19057M

2019 Intellectual Property Merit Award

Ogilvy / Paris + Etat Libre D'orange / Paris + H&O / Paris

Etat Libre d'Orange

I am Trash

Physical Product

OS_IP19011M

2019 Social Media Merit Award

Huge / Brooklyn

Il Makiage

High Maintenance

Craft / Writing

OS_SM19075M

2019 Moving Image Craft Merit Award

Final Cut / Los Angeles + Dollar Shave Club / Los Angeles + MJZ / Los Angeles + The Mill / Los Angeles

Dollar Shave Club

Get Ready

Craft - Editing / Single

OS_MI19080M

2019 Design Merit Award

canaria inc. / Tokyo

LENOR JAPAN Co., Ltd.

Branding for a haute couture facial esthetic salon "EN"

Branding / Identity System

OS_DE19092M

2019 Interactive & Online Merit Award

Billie / New York + Whitehouse Post / New York + Carbon / New York + Wave Studios / New York

Billie

Project Body Hair

Online Video / Online-only Video - Single

OS_IN19051M

2019 Interactive & Online Merit Award

GREY / New York

Gillette (P&G)

Shaquem Griffin: Your Best Never Comes Easy

Online Video / Online-only Video - Single

OS_IN19055M

2019 Film Merit Award

Dollar Shave Club / Los Angeles + MJZ / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles

Dollar Shave Club

Get Ready

Online Films & Video / Long Form - Single

OS_FI19076M

2019 Film Merit Award

GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York

Gillette (P&G)

We Believe

Online Films & Video / Long Form - Single

OS_FI19080M

2019 Film Merit Award

Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore

Ogilvy & Mather Singapore

Bodybuilder

Online Films & Video / Long Form - Single

OS_FI19093M

2019 Branded Entertainment Merit Award

goodstory / Brooklyn + Poo~Pourri / Dallas

Poo~Pourri

#GirlsDoPoop

Short Form Video / Campaign / Series / Episodic

OS_BE19060M

2019 Film Merit Award

GREY / New York + Procter & Gamble / Boston, MA + Townhouse / New York + Cosmo Street / New York

Gillette (P&G)

We Believe

Online Films & Video / Pre-Roll - Single

OS_FI19100M

2019 Moving Image Craft Merit Award

Dollar Shave Club / Los Angeles + MJZ / Los Angeles + Final Cut / Los Angeles + The Mill / Los Angeles

Dollar Shave Club

Get Ready

Craft - Use of Music / Licensed / Adapted Music

OS_MI19126M

2019 Moving Image Craft Merit Award

Ogilvy & Mather / Singapore + Stink Films / Shanghai + Chimney / Singapore + Fuse Adventures in Audio / Singapore

Ogilvy & Mather Singapore

Bodybuilder

Craft - Use of Music / Licensed / Adapted Music

OS_MI19131M

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