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

Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto Client: Dove Category: Multi-Country or Global / CSR
A 65-Year Partnership Agency: Ogilvy UK / London Client: DOVE Category: Penta Pencil
Degree Inclusive Agency: Wunderman Thompson Argentina Client: Unilever Category: Packaging / Specialty
Degree Inclusive Agency: Wunderman Thompson Argentina Client: Unilever Category: Physical Products
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Billboards & Transit / Dynamic Billboards & Transit
Courage is Beautiful Agency: Ogilvy UK / London + Ogilvy / Toronto Client: Dove Category: Creative Effectiveness / CSR
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Integrated Branding Campaign
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Magazine / Series
Degree Inclusive Agency: Wunderman Thompson Argentina Client: Unilever Category: Physical Product / Promotional
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Craft / Photography
Degree Inclusive Agency: Wunderman Thompson Argentina Client: Unilever Category: Innovation & Transformation / Innovation in Design
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Craft / Photography
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Cultural Driver
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Television & VOD / Long Form - Single
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Online Films & Video / Long Form - Single
The most epic seafaring legend ever told Agency: Leo Burnett / Madrid Client: PROCTER&GAMBLE / OLD SPICE Category: Craft / Illustration
Lifebuoy - H for Handwashing Agency: Lowe Lintas / Mumbai + MullenLowe / Singapore Client: Unilever Category: Creative Effectiveness / CSR
Degree Inclusive Agency: Wunderman Thompson Argentina Client: Unilever Category: Cultural Driver
Lifebuoy - H for Handwashing Agency: Lowe Lintas / Mumbai + MullenLowe / Singapore Client: Unilever Category: Multi-Country or Global / CSR
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Influencer Marketing / Single Channel
The Walk Agency: The Martin Agency / Richmond + Unilever / London Client: Unilever / AXE Category: Production Design
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Physical Items
The most epic seafaring legend ever told Agency: Leo Burnett / Madrid Client: PROCTER&GAMBLE / OLD SPICE Category: Magazine / Series
Animated interactive box Agency: Xi'an Gaopeng / Xi'an Client: LI MING ZHI YAN Category: Craft / Typography
Dove#StopTheBeautyTest Agency: Ogilvy Mumbai / India + Hindustan Unilever Limited / Mumbai + Chrome Pictures Client: HUL Category: Influencer Marketing / Multi-Channel
The Naked Truth Agency: Edelman / New York Client: Dove Category: Social Post / Single
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Rebranding Campaign
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Social Media Post / Single
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Design / Packaging
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Craft / Writing
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Brand Voice
VS SERIES Agency: GREY / Tokyo + MediaCom / Singapore Client: THE PROCTER & GAMBLE COMPANY / SK-Ⅱ Category: Craft / Animation
The Walk Agency: The Martin Agency / Richmond + Unilever / London Client: Unilever / AXE Category: Animation / Single
As Early As Five Agency: Ogilvy UK / London + Swift / Portland Client: Dove Category: Writing / Single
Old Spice x The Witcher Campaign Agency: Wieden+Kennedy / Portland + Netflix / Los Angeles + Old Spice / Cincinnati Client: Old Spice Category: Brand Partnerships
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Integrated PR Campaign
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Targeted Video / Online
Reverse Selfie Agency: Ogilvy UK / London Client: Dove Category: Casting
Bless Your F*ing Cooch Agency: Mischief @ No Fixed Address + eos + Makeout Client: eos Category: Community Building
The Beauty of Blackness Agency: Digitas / New York + Sephora + Vox Creative / New York + Ventureland Client: Sephora Category: Full Length Video / Single or Series / Episodic
Menstrual Dignity Agency: Wunderman Thompson / Sao Paulo + Johnson & Johnson + We4 Music + Landia & M&A Client: Johnson & Johnson Category: Artist / Brand Collaboration
Stayfree Daughter's Day Agency: DDB Mudra Group / Mumbai Client: Stayfree Category: Online Films & Video / Long Form - Single
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
"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
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
A.I. Love Agency: MullenLowe / Singapore Client: Unilever (Closeup) Category: Craft / Use of Technology
The Non-Issue Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London Client: L'Oréal Paris Category: Editorial / Magazines & Newspapers
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

2022 Creative Effectiveness Gold Pencil

Ogilvy UK / London + Ogilvy / Toronto

Dove

Courage is Beautiful

Multi-Country or Global / CSR

OS22_CE001G

2022 Penta Pencil Penta Pencil

Ogilvy UK / London

DOVE

A 65-Year Partnership

Penta Pencil

OS22_PP001P

2022 Design Gold Pencil

Wunderman Thompson Argentina

Unilever

Degree Inclusive

Packaging / Specialty

OS22_DE009G

2022 Experiential & Immersive Gold Pencil

Wunderman Thompson Argentina

Unilever

Degree Inclusive

Physical Products

OS22_EX004G

2022 Out of Home Gold Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Billboards & Transit / Dynamic Billboards & Transit

OS22_OH003G

2022 Creative Effectiveness Silver Pencil

Ogilvy UK / London + Ogilvy / Toronto

Dove

Courage is Beautiful

Creative Effectiveness / CSR

OS22_CE006S

2022 Integrated Silver Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Integrated Branding Campaign

OS22_IG006S

2022 Print Silver Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Magazine / Series

OS22_PT010S

2022 IP & Products Silver Pencil

Wunderman Thompson Argentina

Unilever

Degree Inclusive

Physical Product / Promotional

OS22_IP006S

2022 Print Silver Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Craft / Photography

OS22_PT014S

2022 Design Silver Pencil

Wunderman Thompson Argentina

Unilever

Degree Inclusive

Innovation & Transformation / Innovation in Design

OS22_DE033S

2022 Out of Home Silver Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Craft / Photography

OS22_OH019S

2022 Cultural Driver Bronze Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Cultural Driver

OS22_CD003B

2022 Film Bronze Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Television & VOD / Long Form - Single

OS22_FI029B

2022 Film Bronze Pencil

Ogilvy UK / London

Dove

Reverse Selfie

Online Films & Video / Long Form - Single

OS22_FI032B

2022 Out of Home Merit Award

Leo Burnett / Madrid

PROCTER&GAMBLE / OLD SPICE

The most epic seafaring legend ever told

Craft / Illustration

OS22_OH066M

2022 Creative Effectiveness Merit Award

Lowe Lintas / Mumbai + MullenLowe / Singapore

Unilever

Lifebuoy - H for Handwashing

Creative Effectiveness / CSR

OS22_CE023M

2022 Cultural Driver Merit Award

Wunderman Thompson Argentina

Unilever

Degree Inclusive

Cultural Driver

OS22_CD011M

2022 Creative Effectiveness Merit Award

Lowe Lintas / Mumbai + MullenLowe / Singapore

Unilever

Lifebuoy - H for Handwashing

Multi-Country or Global / CSR

OS22_CE041M

2022 Social Media Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Influencer Marketing / Single Channel

OS22_SM083M

2022 Moving Image Craft Merit Award

The Martin Agency / Richmond + Unilever / London

Unilever / AXE

The Walk

Production Design

OS22_MI112M

2022 Direct Marketing Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Physical Items

OS22_DM049M

2022 Print Merit Award

Leo Burnett / Madrid

PROCTER&GAMBLE / OLD SPICE

The most epic seafaring legend ever told

Magazine / Series

OS22_PT031M

2022 Print Merit Award

Xi'an Gaopeng / Xi'an

LI MING ZHI YAN

Animated interactive box

Craft / Typography

OS22_PT064M

2022 Social Media Merit Award

Ogilvy Mumbai / India + Hindustan Unilever Limited / Mumbai + Chrome Pictures

HUL

Dove#StopTheBeautyTest

Influencer Marketing / Multi-Channel

OS22_SM089M

2022 Social Media Merit Award

Edelman / New York

Dove

The Naked Truth

Social Post / Single

OS22_SM049M

2022 Integrated Merit Award

Ogilvy UK / London

Dove

Reverse Selfie

Rebranding Campaign

OS22_IG032M

2022 Direct Marketing Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Social Media Post / Single

OS22_DM078M

2022 Health & Wellness Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Design / Packaging

OS22_HW035M

2022 Out of Home Merit Award

Ogilvy UK / London

Dove

Reverse Selfie

Craft / Writing

OS22_OH060M

2022 Public Relations Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Brand Voice

OS22_PR056M

2022 Design Merit Award

GREY / Tokyo + MediaCom / Singapore

THE PROCTER & GAMBLE COMPANY / SK-Ⅱ

VS SERIES

Craft / Animation

OS22_DE154M

2022 Moving Image Craft Merit Award

The Martin Agency / Richmond + Unilever / London

Unilever / AXE

The Walk

Animation / Single

OS22_MI120M

2022 Moving Image Craft Merit Award

Ogilvy UK / London + Swift / Portland

Dove

As Early As Five

Writing / Single

OS22_MI080M

2022 Integrated Merit Award

Wieden+Kennedy / Portland + Netflix / Los Angeles + Old Spice / Cincinnati

Old Spice

Old Spice x The Witcher Campaign

Brand Partnerships

OS22_IG035M

2022 Public Relations Merit Award

Ogilvy UK / London

Dove

Reverse Selfie

Integrated PR Campaign

OS22_PR071M

2022 Direct Marketing Merit Award

Ogilvy UK / London

Dove

Reverse Selfie

Targeted Video / Online

OS22_DM062M

2022 Moving Image Craft Merit Award

Ogilvy UK / London

Dove

Reverse Selfie

Casting

OS22_MI140M

2022 Public Relations Merit Award

Mischief @ No Fixed Address + eos + Makeout

eos

Bless Your F*ing Cooch

Community Building

OS22_PR046M

2022 Branded Entertainment Merit Award

Digitas / New York + Sephora + Vox Creative / New York + Ventureland

Sephora

The Beauty of Blackness

Full Length Video / Single or Series / Episodic

OS22_BE057M

2022 Music & Sound Craft Merit Award

Wunderman Thompson / Sao Paulo + Johnson & Johnson + We4 Music + Landia & M&A

Johnson & Johnson

Menstrual Dignity

Artist / Brand Collaboration

OS22_MS047M

2022 Film Merit Award

DDB Mudra Group / Mumbai

Stayfree

Stayfree Daughter's Day

Online Films & Video / Long Form - Single

OS22_FI081M

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 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 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 Experiential & Immersive Merit Award

MullenLowe / Singapore

Unilever (Closeup)

A.I. Love

Craft / Use of Technology

OS_EX20_072M

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 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

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