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.

Consumer Products

Award

Agency

Client

Title

Category

Annual ID

Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Design
Silence the Critics Agency: MJZ / Los Angeles + MJZ / London + Mother / London Client: IKEA Category: Craft - Animation / Single
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Reputation Management
Embarrassing Plastic Bags Agency: Rethink / Vancouver/Toronto/Montreal Client: East West Market Category: Out of Home / P.O.P. & In-Store
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Co-Promotions
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Physical Product
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Brand Transformation
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Integrated Branding Campaign
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Experiential & Installations / Experiential & Immersive
Silence the Critics Agency: MJZ / Los Angeles + MJZ / London + Mother / London Client: IKEA Category: Online Films & Video / Long Form - Single
The Great Chase Agency: MJZ / Los Angeles + Wieden+Kennedy / Shanghai Client: Nike Category: Craft - Direction / Single
Embarrassing Plastic Bags Agency: Rethink / Vancouver/Toronto/Montreal Client: East West Market Category: Promotional / Collateral Items
The Leica Bauhaus Workshops Agency: Arnold Worldwide / Boston Client: Leica Store Boston Category: Craft / Art Direction
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Experiential
The Leica Bauhaus Workshops Agency: Arnold Worldwide / Boston Client: Leica Store Boston Category: Craft / Art Direction
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Innovation in Branded Entertainment
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Non-traditional & Guerrilla Marketing
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Packaging / Specialty
The Walkumentary Agency: DentsuBos / Toronto + Brita / Toronto Client: Brita Category: Online-only Video / Pre-Roll - Single
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Branding / Branded Item
The Leica Bauhaus Workshops Agency: Arnold Worldwide / Boston Client: Leica Store Boston Category: Craft / Illustration
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Games / Digital & Physical
HA KO "Scent Reminiscent" Agency: Tokyu Agency Inc. / Tokyo + Kunjudo Co., Ltd. / Awaji Island Client: Kunjudo Co., Ltd. Category: Craft / Printing & Paper Craft
Mr. OIL Agency: Panasonic Corporation / Osaka + DENTSU INC. / Tokyo + GEEK PICTURES INC. / Tokyo Client: Panasonic Corporation Category: Craft - Animation / Single
Build with the force Agency: SERVICEPLAN GERMANY / Munich Client: LEGO Category: Innovation in Interactive
Just Do It: Helden Agency: Wieden+Kennedy / Amsterdam Client: Nike Germany Category: Cinema Advertising
The Great Chase Agency: MJZ / Los Angeles + Wieden+Kennedy / Shanghai Client: Nike Category: Craft - Editing / Single
AURA INCENSE BARRICADE Agency: TBWA\Sri Lanka / Colombo Client: D'LAS INTERNATIONAL (PVT) LTD. Category: Physical Product
The Runaway Pub Agency: VMLY&R / New York + New Balance / UK Client: New Balance Category: Experiential / Brand Installations
Giannis Antetokounmpo: Mt. Olympus Agency: Wieden+Kennedy / Amsterdam Client: Nike Category: Experiential & Installations / Brand Installations
Microsoft and Netflix: A Big Strange Partnership Agency: CMD / Portland + Wasserman Media Group / Los Angeles Client: Microsoft Category: Integrated Branding Campaign
Samsung Galaxy A - #danceAwesome Agency: R/GA / New York + Wieden+Kennedy / Amsterdam Client: Samsung Electronics Co. Ltd. Category: Digital & Online / Social Media Post - Single
Invasion #withGalaxy Agency: R/GA / New York Client: Samsung Electronics America Category: Craft / Use of Technology
The Walkumentary Agency: DentsuBos / Toronto + Brita / Toronto Client: Brita Category: Online Films & Video / Long Form - Single
New Australia Land Agency: MLA / Sydney + The Monkeys / Sydney Client: MLA Category: Online Films & Video / Long Form - Single
Just Do It: Helden + Sonne Agency: Wieden+Kennedy / Amsterdam Client: Nike Germany Category: Online Films & Video / Long Form - Campaign
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Creative Effectiveness / Consumer / Brand
Out of the Shadows Agency: Courageous Studios / New York, NY + Procter & Gamble / Cincinnati, OH Client: P&G Category: Full Length Video / Single
The Master Stroke Agency: Famous Innovations / Mumbai Client: Doms Stationery Category: Promotional / Collateral Items
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Promotional / Collateral Items
Samsung Galaxy A - #danceAwesome Agency: R/GA / New York + Wieden+Kennedy / Amsterdam Client: Samsung Electronics Co. Ltd. Category: Multi-Country or Global / Consumer / Brand
Scent By Agency: Ogilvy / Chicago Client: SC Johnson - Glade Category: Innovation in Experiential
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Responsive Environments
Refurbished Tweets Agency: BETC / Paris Client: Back Market Category: Social Post / Campaign
Edchup Agency: DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London Client: Kraft Heinz Category: Physical Items
Build with the force Agency: SERVICEPLAN GERMANY / Munich Client: LEGO Category: Digital Experiential / Interactive Digital Installations
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Cultural Driver
Refurbished Tweets Agency: BETC / Paris Client: Back Market Category: Influencer Marketing / Single Channel
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Influencer Marketing / Single Channel
Changing the Game Agency: McCann / New York + Microsoft / Seattle Client: Microsoft Category: Community Building

2020 Design Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Innovation in Design

OS_DE20_001G

2020 Moving Image Craft Bronze Pencil

MJZ / Los Angeles + MJZ / London + Mother / London

IKEA

Silence the Critics

Craft - Animation / Single

OS_MI20_024B

2020 Public Relations Silver Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Reputation Management

OS_PR20_017S

2020 Direct Marketing Bronze Pencil

Rethink / Vancouver/Toronto/Montreal

East West Market

Embarrassing Plastic Bags

Out of Home / P.O.P. & In-Store

OS_DI20_005B

2020 Integrated Bronze Pencil

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Co-Promotions

OS_IG20_013B

2020 IP & Products Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Physical Product

OS_IP20_002G

2020 Integrated Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Brand Transformation

OS_IG20_008G

2020 Integrated Bronze Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Integrated Branding Campaign

OS_IG20_004B

2020 Out of Home Bronze Pencil

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Experiential & Installations / Experiential & Immersive

OS_OH20_017B

2020 Film Silver Pencil

MJZ / Los Angeles + MJZ / London + Mother / London

IKEA

Silence the Critics

Online Films & Video / Long Form - Single

OS_FI20_025S

2020 Moving Image Craft Bronze Pencil

MJZ / Los Angeles + Wieden+Kennedy / Shanghai

Nike

The Great Chase

Craft - Direction / Single

OS_MI20_012B

2020 Design Silver Pencil

Rethink / Vancouver/Toronto/Montreal

East West Market

Embarrassing Plastic Bags

Promotional / Collateral Items

OS_DE20_017S

2020 Print Gold Pencil

Arnold Worldwide / Boston

Leica Store Boston

The Leica Bauhaus Workshops

Craft / Art Direction

OS_PT20_018G

2020 Experiential & Immersive Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Innovation in Experiential

OS_EX20_025G

2020 Out of Home Silver Pencil

Arnold Worldwide / Boston

Leica Store Boston

The Leica Bauhaus Workshops

Craft / Art Direction

OS_OH20_020S

2020 Branded Entertainment Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Innovation in Branded Entertainment

OS_BE20_032G

2020 Direct Marketing Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Non-traditional & Guerrilla Marketing

OS_DI20_020G

2020 Design Bronze Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Packaging / Specialty

OS_DE20_021B

2020 Interactive & Online Silver Pencil

DentsuBos / Toronto + Brita / Toronto

Brita

The Walkumentary

Online-only Video / Pre-Roll - Single

OS_IN20_016S

2020 Design Silver Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Branding / Branded Item

OS_DE20_002S

2020 Print Bronze Pencil

Arnold Worldwide / Boston

Leica Store Boston

The Leica Bauhaus Workshops

Craft / Illustration

OS_PT20_025B

2020 Branded Entertainment Gold Pencil

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Games / Digital & Physical

OS_BE20_018G

2020 Design Merit Award

Tokyu Agency Inc. / Tokyo + Kunjudo Co., Ltd. / Awaji Island

Kunjudo Co., Ltd.

HA KO "Scent Reminiscent"

Craft / Printing & Paper Craft

OS_DE20_208M

2020 Moving Image Craft Merit Award

Panasonic Corporation / Osaka + DENTSU INC. / Tokyo + GEEK PICTURES INC. / Tokyo

Panasonic Corporation

Mr. OIL

Craft - Animation / Single

OS_MI20_086M

2020 Interactive & Online Merit Award

SERVICEPLAN GERMANY / Munich

LEGO

Build with the force

Innovation in Interactive

OS_IN20_074M

2020 Film Merit Award

Wieden+Kennedy / Amsterdam

Nike Germany

Just Do It: Helden

Cinema Advertising

OS_FI20_117M

2020 Moving Image Craft Merit Award

MJZ / Los Angeles + Wieden+Kennedy / Shanghai

Nike

The Great Chase

Craft - Editing / Single

OS_MI20_075M

2020 IP & Products Merit Award

TBWA\Sri Lanka / Colombo

D'LAS INTERNATIONAL (PVT) LTD.

AURA INCENSE BARRICADE

Physical Product

OS_IP20_011M

2020 Branded Entertainment Merit Award

VMLY&R / New York + New Balance / UK

New Balance

The Runaway Pub

Experiential / Brand Installations

OS_BE20_082M

2020 Out of Home Merit Award

Wieden+Kennedy / Amsterdam

Nike

Giannis Antetokounmpo: Mt. Olympus

Experiential & Installations / Brand Installations

OS_OH20_065M

2020 Integrated Merit Award

CMD / Portland + Wasserman Media Group / Los Angeles

Microsoft

Microsoft and Netflix: A Big Strange Partnership

Integrated Branding Campaign

OS_IG20_029M

2020 Direct Marketing Merit Award

R/GA / New York + Wieden+Kennedy / Amsterdam

Samsung Electronics Co. Ltd.

Samsung Galaxy A - #danceAwesome

Digital & Online / Social Media Post - Single

OS_DI20_091M

2020 Direct Marketing Merit Award

R/GA / New York

Samsung Electronics America

Invasion #withGalaxy

Craft / Use of Technology

OS_DI20_125M

2020 Film Merit Award

DentsuBos / Toronto + Brita / Toronto

Brita

The Walkumentary

Online Films & Video / Long Form - Single

OS_FI20_091M

2020 Film Merit Award

MLA / Sydney + The Monkeys / Sydney

MLA

New Australia Land

Online Films & Video / Long Form - Single

OS_FI20_095M

2020 Film Merit Award

Wieden+Kennedy / Amsterdam

Nike Germany

Just Do It: Helden + Sonne

Online Films & Video / Long Form - Campaign

OS_FI20_106M

2020 Creative Effectiveness Merit Award

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Creative Effectiveness / Consumer / Brand

OS_CE20_017M

2020 Branded Entertainment Merit Award

Courageous Studios / New York, NY + Procter & Gamble / Cincinnati, OH

P&G

Out of the Shadows

Full Length Video / Single

OS_BE20_053M

2020 Design Merit Award

Famous Innovations / Mumbai

Doms Stationery

The Master Stroke

Promotional / Collateral Items

OS_DE20_120M

2020 Design Merit Award

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Promotional / Collateral Items

OS_DE20_124M

2020 Creative Effectiveness Merit Award

R/GA / New York + Wieden+Kennedy / Amsterdam

Samsung Electronics Co. Ltd.

Samsung Galaxy A - #danceAwesome

Multi-Country or Global / Consumer / Brand

OS_CE20_033M

2020 Experiential & Immersive Merit Award

Ogilvy / Chicago

SC Johnson - Glade

Scent By

Innovation in Experiential

OS_EX20_084M

2020 Experiential & Immersive Merit Award

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Responsive Environments

OS_EX20_056M

2020 Social Media Merit Award

BETC / Paris

Back Market

Refurbished Tweets

Social Post / Campaign

OS_SM20_050M

2020 Direct Marketing Merit Award

DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London

Kraft Heinz

Edchup

Physical Items

OS_DI20_048M

2020 Interactive & Online Merit Award

SERVICEPLAN GERMANY / Munich

LEGO

Build with the force

Digital Experiential / Interactive Digital Installations

OS_IN20_063M

2020 Cultural Driver Merit Award

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Cultural Driver

OS_CD20_008M

2020 Social Media Merit Award

BETC / Paris

Back Market

Refurbished Tweets

Influencer Marketing / Single Channel

OS_SM20_091M

2020 Social Media Merit Award

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Influencer Marketing / Single Channel

OS_SM20_096M

2020 Public Relations Merit Award

McCann / New York + Microsoft / Seattle

Microsoft

Changing the Game

Community Building

OS_PR20_043M

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