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-Packaged-Goods

Award

Agency

Client

Title

Category

Annual ID

A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Craft / Use of Music
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Stunts & Activations
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile Advertising
Wildly. Deliciously. Organic. Agency: Factory / London Client: Green & Blacks Category: Sound Design
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Mobile-First Video / Over 15 Seconds
Best Enjoyed Vertically Agency: SMUGGLER + DDB / Chicago Client: Starburst Swirlers Category: Online-only Video / Single
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: User-Generated Content
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Cultural Driver
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Experiential & Installations / Brand Installations
Playlist Timer Agency: Publicis Italy / Milan + Barilla Client: Barilla Category: Social Channel / Single Platform
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Craft / Art Direction
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Physical Products
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Cross-Channel UX / UI / Digital / Physical
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Promotional Items / Physical Products
Heinz on Film Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: User-Generated Content
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: Promotional / Collateral Items
Homes of the Whopper Agency: DAVID / Miami + Unicorns & Unicorns / Los Angeles + Cosmo Street Editorial / Los Angeles Client: Burger King Category: Innovation & Transformation / Innovation in Out of Home
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Innovation & Transformation / Innovation in Out of Home
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: User-Generated Content
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Experiential / Brand Installations
The big danish bacon pre-roll Agency: Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen Client: Danish Crown Category: Online Films & Video / Pre-Roll - Single
The Kitchen is for Everyone Agency: VMLY&R / Dubai Client: General Mills - Betty Crocker Category: Brand Transformation
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Audio
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Brand Partnerships
Home of the Billboards Agency: DAVID / Buenos Aires Client: Burger King Argentina Category: Innovation & Transformation / Innovation in Lockdown
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Custom Content
Heinz Ketchup Puzzle Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Kraft Heinz Canada Category: Games
HerShe Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo Client: HERSHEYs Brasil Category: Packaging / Specialty
HerShe Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo Client: HERSHEYs Brasil Category: Craft / Art Direction
Proud Parent Agency: OREO + 360i / New York Client: Mondelēz International, Inc. Category: Casting
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Craft / Storytelling
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Integrated Branding Campaign
Home of the Billboards Agency: DAVID / Buenos Aires Client: Burger King Argentina Category: Innovation & Transformation / Innovation in Lockdown
The OREO Doomsday Vault Agency: OREO + 360i / New York + the community / Miami Client: Mondelēz International, Inc. Category: Social Channel / Multi-Platform
It Wasn't Me Agency: Goodby Silverstein & Partners / San Francisco Client: Cheetos Category: Social Channel / Single Platform
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Online-only Video / Series
Draw Ketchup Agency: Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto Client: Heinz Ketchup Category: Billboards & Transit / Series
Best Enjoyed Vertically Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore Client: Starburst Swirlers Category: Use of Vertical Video
Joy Sticks Agency: Cheil / Hong Kong Client: Chupa Chups Category: P.O.P. & In-Store / Series
A New Jingle for a New Era Agency: Edelman / New York + Good Humor / Englewood Cliffs Client: Good Humor Category: Creative Effectiveness / Consumer / Brand
#JifvsGIF Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York Client: The J. M. Smucker Company / Jif Category: Creative Effectiveness / Consumer / Brand
Pleasure Icon/Brendan Monroe Agency: LOLA MullenLowe / Madrid + Unilever / UK Client: Unilever/Magnum Category: Promotional / Posters - Series
Joy Sticks Agency: Cheil / Hong Kong Client: Chupa Chups Category: Posters / Series
Pleasure Icon/Brendan Monroe Agency: LOLA MullenLowe / Madrid + Unilever / UK Client: Unilever/Magnum Category: Craft / Art Direction
XXL Towel Collection Agency: LOLA MullenLowe / Madrid Client: Unilever/Magnum Category: Craft / Illustration
Crack Open Happy Agency: The Martin Agency / Richmond + Flutter/Jacky Winter Group / Melbourne + Spang TV / Richmond Client: Happy Egg Category: Craft / Illustration
The big danish bacon pre-roll Agency: Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen Client: Danish Crown Category: Online-only Video / Pre-Roll - Single
It Wasn't Me Agency: Goodby Silverstein & Partners / San Francisco Client: Cheetos Category: Innovation & Transformation / Innovation in Mobile
Proud Parent Agency: OREO + 360i / New York Client: Mondelēz International, Inc. Category: Long Form Video / Single
The OREO Doomsday Vault Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco Client: Mondelez / Oreo Category: Long Form Video / Single

2021 Radio & Audio Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Craft / Use of Music

OS_RA21_001G

2021 Social Media Gold Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Stunts & Activations

OS_SM21_001G

2021 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Mobile Advertising

OS_MO21_001G

2021 Music & Sound Craft Gold Pencil

Factory / London

Green & Blacks

Wildly. Deliciously. Organic.

Sound Design

OS_MS21_014G

2021 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Mobile-First Video / Over 15 Seconds

OS_MO21_006G

2021 Interactive & Online Gold Pencil

SMUGGLER + DDB / Chicago

Starburst Swirlers

Best Enjoyed Vertically

Online-only Video / Single

OS_IN21_009G

2021 Social Media Gold Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Heinz Ketchup

Draw Ketchup

User-Generated Content

OS_SM21_016G

2021 Cultural Driver Gold Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Cultural Driver

OS_CD21_001G

2021 Out of Home Gold Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Experiential & Installations / Brand Installations

OS_OH21_007G

2021 Social Media Gold Pencil

Publicis Italy / Milan + Barilla

Barilla

Playlist Timer

Social Channel / Single Platform

OS_SM21_002G

2021 Mobile Gold Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Craft / Art Direction

OS_MO21_010G

2021 Experiential & Immersive Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz Ketchup Puzzle

Physical Products

OS_EX21_015S

2021 Digital Craft Silver Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Cross-Channel UX / UI / Digital / Physical

OS_DC21_007S

2021 Print Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz Ketchup Puzzle

Promotional Items / Physical Products

OS_PT21_016S

2021 Social Media Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz on Film

User-Generated Content

OS_SM21_017S

2021 Design Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Heinz Ketchup

Draw Ketchup

Promotional / Collateral Items

OS_DE21_013S

2021 Out of Home Silver Pencil

DAVID / Miami + Unicorns & Unicorns / Los Angeles + Cosmo Street Editorial / Los Angeles

Burger King

Homes of the Whopper

Innovation & Transformation / Innovation in Out of Home

OS_OH21_025S

2021 Out of Home Silver Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Innovation & Transformation / Innovation in Out of Home

OS_OH21_027S

2021 Branded Entertainment Silver Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Heinz Ketchup

Draw Ketchup

User-Generated Content

OS_BE21_018S

2021 Branded Entertainment Silver Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Experiential / Brand Installations

OS_BE21_012S

2021 Film Silver Pencil

Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen

Danish Crown

The big danish bacon pre-roll

Online Films & Video / Pre-Roll - Single

OS_FI21_029S

2021 Public Relations Silver Pencil

VMLY&R / Dubai

General Mills - Betty Crocker

The Kitchen is for Everyone

Brand Transformation

OS_PR21_013S

2021 Branded Entertainment Silver Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Audio

OS_BE21_006S

2021 Integrated Silver Pencil

PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York

The J. M. Smucker Company / Jif

#JifvsGIF

Brand Partnerships

OS_IG21_010S

2021 Out of Home Silver Pencil

DAVID / Buenos Aires

Burger King Argentina

Home of the Billboards

Innovation & Transformation / Innovation in Lockdown

OS_OH21_031S

2021 Radio & Audio Silver Pencil

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Custom Content

OS_RA21_006S

2021 Branded Entertainment Bronze Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Kraft Heinz Canada

Heinz Ketchup Puzzle

Games

OS_BE21_009B

2021 Design Bronze Pencil

BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo

HERSHEYs Brasil

HerShe

Packaging / Specialty

OS_DE21_016B

2021 Design Bronze Pencil

BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo

HERSHEYs Brasil

HerShe

Craft / Art Direction

OS_DE21_034B

2021 Moving Image Craft Bronze Pencil

OREO + 360i / New York

Mondelēz International, Inc.

Proud Parent

Casting

OS_MI21_033B

2021 Experiential & Immersive Bronze Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Craft / Storytelling

OS_EX21_020B

2021 Integrated Bronze Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Integrated Branding Campaign

OS_IG21_005B

2021 Direct Marketing Bronze Pencil

DAVID / Buenos Aires

Burger King Argentina

Home of the Billboards

Innovation & Transformation / Innovation in Lockdown

OS_DM21_042B

2021 Social Media Bronze Pencil

OREO + 360i / New York + the community / Miami

Mondelēz International, Inc.

The OREO Doomsday Vault

Social Channel / Multi-Platform

OS_SM21_007B

2021 Social Media Bronze Pencil

Goodby Silverstein & Partners / San Francisco

Cheetos

It Wasn't Me

Social Channel / Single Platform

OS_SM21_005B

2021 Interactive & Online Bronze Pencil

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Online-only Video / Series

OS_IN21_013B

2021 Out of Home Bronze Pencil

Rethink / Toronto/Montreal/Vancouver + Kraft Heinz Canada / Toronto

Heinz Ketchup

Draw Ketchup

Billboards & Transit / Series

OS_OH21_005B

2021 Moving Image Craft Bronze Pencil

DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore

Starburst Swirlers

Best Enjoyed Vertically

Use of Vertical Video

OS_MI21_029B

2021 Out of Home Merit Award

Cheil / Hong Kong

Chupa Chups

Joy Sticks

P.O.P. & In-Store / Series

OS_OH21_035M

2021 Creative Effectiveness Merit Award

Edelman / New York + Good Humor / Englewood Cliffs

Good Humor

A New Jingle for a New Era

Creative Effectiveness / Consumer / Brand

OS_CE21_019M

2021 Creative Effectiveness Merit Award

PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York

The J. M. Smucker Company / Jif

#JifvsGIF

Creative Effectiveness / Consumer / Brand

OS_CE21_025M

2021 Design Merit Award

LOLA MullenLowe / Madrid + Unilever / UK

Unilever/Magnum

Pleasure Icon/Brendan Monroe

Promotional / Posters - Series

OS_DE21_083M

2021 Print Merit Award

Cheil / Hong Kong

Chupa Chups

Joy Sticks

Posters / Series

OS_PT21_041M

2021 Out of Home Merit Award

LOLA MullenLowe / Madrid + Unilever / UK

Unilever/Magnum

Pleasure Icon/Brendan Monroe

Craft / Art Direction

OS_OH21_068M

2021 Design Merit Award

LOLA MullenLowe / Madrid

Unilever/Magnum

XXL Towel Collection

Craft / Illustration

OS_DE21_167M

2021 Design Merit Award

The Martin Agency / Richmond + Flutter/Jacky Winter Group / Melbourne + Spang TV / Richmond

Happy Egg

Crack Open Happy

Craft / Illustration

OS_DE21_173M

2021 Interactive & Online Merit Award

Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen

Danish Crown

The big danish bacon pre-roll

Online-only Video / Pre-Roll - Single

OS_IN21_043M

2021 Mobile Merit Award

Goodby Silverstein & Partners / San Francisco

Cheetos

It Wasn't Me

Innovation & Transformation / Innovation in Mobile

OS_MO21_034M

2021 Branded Entertainment Merit Award

OREO + 360i / New York

Mondelēz International, Inc.

Proud Parent

Long Form Video / Single

OS_BE21_044M

2021 Branded Entertainment Merit Award

the community / Miami + OREO + 360i / New York + World War Seven / San Francisco

Mondelez / Oreo

The OREO Doomsday Vault

Long Form Video / Single

OS_BE21_047M

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