The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Durable Consumer Goods / Home Appliances

Award

Agency

Client

Title

Category

Annual ID

NPC Agency: Grey / London + Kellogg’s Client: Pringles/Kellogg's Category: Brand Partnerships
Plan (a) Agency: Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg Client: AfriSam + BlackStudio Category: Physical Items
Quality through generations Agency: ANTI / Hamar + Nesje / Molde Client: Nesje Category: Brand Identity / Logo
Speaking In Color Agency: Wunderman Thompson / Minneapolis Client: Sherwin-Williams Coil Coatings Category: Use of Technology
Casper Sleepers Agency: VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York Client: Casper Category: Social Post / Single Platform Series
Speaking In Color Agency: Wunderman Thompson / Minneapolis Client: Sherwin-Williams Coil Coatings Category: Digital Product / Promotional
Happy Birthday from Earth Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm Client: Husqvarna Category: Stunts & Activations
Casper Sleepers Agency: VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York Client: Casper Category: Stunts & Activations
Junk Sleep Agency: Droga5 / New York + King Lear Music & Sound + Found Objects + MJZ Client: Mattress Firm Category: Integrated Campaign
The Troll Agency: Vapor Music / Toronto + Rethink Client: IKEA Category: Original Music / Score - Short Form
Break The Pattern Agency: Forsman & Bodenfors / Göteborg + Newland / Stockholm + Yahoo Amplify 360 / Copenhagen Client: Electrolux Category: Online-only Films & Video / Over 60 Seconds - Single
Letter theft Agency: HeimatTBWA\Germany / Berlin Client: HORNBACH Category: Craft / Storytelling
Casper Sleepers Agency: VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York Client: Casper Category: Active Engagement / Call to Action
Speaking In Color Agency: Wunderman Thompson / Minneapolis Client: Sherwin-Williams Coil Coatings Category: Innovation & Transformation / Innovation in Direct Marketing
Quality through generations Agency: ANTI / Hamar + Nesje / Molde Client: Nesje Category: Brand Identity / System
Speaking In Color Agency: Wunderman Thompson / Minneapolis Client: Sherwin-Williams Coil Coatings Category: Digital & Online / Websites & Mobile
Plan (a) Agency: Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg Client: AfriSam + BlackStudio Category: Innovation & Transformation / Innovation in Print
Junk Sleep - Don't Sleep on Sleep Agency: Droga5 / New York Client: Mattress Firm Category: Writing / Single
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Best of Gaming
TOTETSU Training Institute Agency: MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo Client: Totetsu Kogyo Co., Ltd. Category: Spatial Design / Wayfinding
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Innovation & Transformation / Innovation in Gaming
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Web Games / Brand Integration / Placement
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Digital & Online / Websites & Mobile
Samsung FastFrame Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol Client: Samsung Electronics Benelux Category: Integrated Digital & Physical Product / Promotional
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Ecommerce
Protective Coloration Melted in Love Agency: Puff / Shanghai Client: Midea Category: Craft / Art Direction
Protective Coloration Melted in Love Agency: Puff / Shanghai Client: Midea Category: Low Budget / 50K - 100K Budget
Handbutts Agency: Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich Client: Geberit International AG Category: Social Media Post / Series
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Games / Gaming
Handbutts Agency: Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich Client: Geberit International AG Category: Craft / Use of Visuals
The world deserve witnesses Agency: TBWA\Paris / Boulogne-Billancourt Client: Leica Category: Craft / Photography
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Online & Mobile
Don't sleep on it Agency: Leo Burnett / Riyadh Client: IKEA Category: Promotional Items
The world deserve witnesses Agency: TBWA\Paris / Boulogne-Billancourt Client: Leica Category: Magazine / Series
Samsung FastFrame Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol Client: Samsung Electronics Benelux Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
Later Means Never Agency: Machine / London + Uncommon Creative Studio / London + Blinkink / London Client: B&Q Category: Sound Design
Samsung FastFrame Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol Client: Samsung Electronics Benelux Category: Use of Technology
Samsung FastFrame Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol Client: Samsung Electronics Benelux Category: Innovation & Transformation / Innovation in Public Relations
IKEA - Knock Knock Agency: thjnk Berlin GmbH / Berlin Client: IKEA Deutschland GmbH & Co. KG Category: Television & VOD / Long Form - Single
Mind Reader Agency: Lucky Generals / London + Amazon / Seattle + Hungry Man / Los Angeles Client: Amazon Category: Direction / Single
VAR PROMO Agency: GUT Agency / Buenos Aires Client: NOBLEX Category: Non-traditional & Guerrilla Marketing
Guitarists Get It Agency: lg2 / Toronto Client: Atkin Guitars Category: P.O.P. & In-Store / Series
Noise-O-Meter Agency: Wunderman Thompson / Dubai Client: Bose Category: Innovation & Transformation / Innovation in Lockdown
#WindowsOfHope Agency: Goodby Silverstein & Partners / San Francisco Client: HP Category: Promotional / Posters - Series
Journey into Sound - AirPods Max Agency: Apple + Method + Iconoclast Client: Apple Category: Visual Effects / Single
#WindowsOfHope Agency: Goodby Silverstein & Partners / San Francisco Client: HP Category: Posters / Series
Character Agency: lg2 / Toronto Client: Atkin Guitars Category: P.O.P. & In-Store / Single
Handmade Agency: lg2 / Toronto Client: Atkin Guitars Category: P.O.P. & In-Store / Single
But make it Mzansi Agency: TBWA Hunt Lascaris / Johannesburg + Fresh Helga / Johannesburg Client: Spotify Category: Craft / Illustration
#WindowsOfHope Agency: Goodby Silverstein & Partners / San Francisco Client: HP Category: Innovation & Transformation / Innovation in Lockdown

2023 Branded Entertainment Silver Pencil

Grey / London + Kellogg’s

Pringles/Kellogg's

NPC

Brand Partnerships

OS23_BE024S

2023 Direct Marketing Merit Award

Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg

AfriSam + BlackStudio

Plan (a)

Physical Items

OS23_DM060M

2023 Design Merit Award

ANTI / Hamar + Nesje / Molde

Nesje

Quality through generations

Brand Identity / Logo

OS23_DE065M

2023 Creative Use of Data Merit Award

Wunderman Thompson / Minneapolis

Sherwin-Williams Coil Coatings

Speaking In Color

Use of Technology

OS23_CU039M

2023 Social Media Merit Award

VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York

Casper

Casper Sleepers

Social Post / Single Platform Series

OS23_SM053M

2023 IP & Product Design Merit Award

Wunderman Thompson / Minneapolis

Sherwin-Williams Coil Coatings

Speaking In Color

Digital Product / Promotional

OS23_IP026M

2023 Social Media Merit Award

Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm

Husqvarna

Happy Birthday from Earth

Stunts & Activations

OS23_SM091M

2023 Social Media Merit Award

VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York

Casper

Casper Sleepers

Stunts & Activations

OS23_SM097M

2023 Integrated Merit Award

Droga5 / New York + King Lear Music & Sound + Found Objects + MJZ

Mattress Firm

Junk Sleep

Integrated Campaign

OS23_IG036M

2023 Music & Sound Craft Merit Award

Vapor Music / Toronto + Rethink

IKEA

The Troll

Original Music / Score - Short Form

OS23_MS038M

2023 Film & Video Merit Award

Forsman & Bodenfors / Göteborg + Newland / Stockholm + Yahoo Amplify 360 / Copenhagen

Electrolux

Break The Pattern

Online-only Films & Video / Over 60 Seconds - Single

OS23_FI093M

2023 Integrated Merit Award

HeimatTBWA\Germany / Berlin

HORNBACH

Letter theft

Craft / Storytelling

OS23_IG055M

2023 Social Media Merit Award

VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York

Casper

Casper Sleepers

Active Engagement / Call to Action

OS23_SM087M

2023 Direct Marketing Merit Award

Wunderman Thompson / Minneapolis

Sherwin-Williams Coil Coatings

Speaking In Color

Innovation & Transformation / Innovation in Direct Marketing

OS23_DM128M

2023 Design Merit Award

ANTI / Hamar + Nesje / Molde

Nesje

Quality through generations

Brand Identity / System

OS23_DE075M

2023 Direct Marketing Merit Award

Wunderman Thompson / Minneapolis

Sherwin-Williams Coil Coatings

Speaking In Color

Digital & Online / Websites & Mobile

OS23_DM079M

2023 Print & Promotional Merit Award

Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg

AfriSam + BlackStudio

Plan (a)

Innovation & Transformation / Innovation in Print

OS23_PT071M

2023 Moving Image Craft & Production Merit Award

Droga5 / New York

Mattress Firm

Junk Sleep - Don't Sleep on Sleep

Writing / Single

OS23_MI065M

2022 Gaming Best of Discipline Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Best of Gaming

OS22_GA001G

2022 Design Gold Pencil

MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo

Totetsu Kogyo Co., Ltd.

TOTETSU Training Institute

Spatial Design / Wayfinding

OS22_DE014G

2022 Gaming Gold Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Innovation & Transformation / Innovation in Gaming

OS22_GA001G

2022 Gaming Silver Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Web Games / Brand Integration / Placement

OS22_GA006S

2022 Direct Marketing Bronze Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Digital & Online / Websites & Mobile

OS22_DM033B

2022 IP & Products Merit Award

Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol

Samsung Electronics Benelux

Samsung FastFrame

Integrated Digital & Physical Product / Promotional

OS22_IP024M

2022 Experiential & Immersive Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Ecommerce

OS22_EX037M

2022 Branded Entertainment Merit Award

Puff / Shanghai

Midea

Protective Coloration Melted in Love

Craft / Art Direction

OS22_BE096M

2022 Film Merit Award

Puff / Shanghai

Midea

Protective Coloration Melted in Love

Low Budget / 50K - 100K Budget

OS22_FI119M

2022 Direct Marketing Merit Award

Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich

Geberit International AG

Handbutts

Social Media Post / Series

OS22_DM081M

2022 Branded Entertainment Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Games / Gaming

OS22_BE072M

2022 Social Media Merit Award

Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich

Geberit International AG

Handbutts

Craft / Use of Visuals

OS22_SM095M

2022 Print Merit Award

TBWA\Paris / Boulogne-Billancourt

Leica

The world deserve witnesses

Craft / Photography

OS22_PT062M

2022 Health & Wellness Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Online & Mobile

OS22_HW046M

2022 Health & Wellness Merit Award

Leo Burnett / Riyadh

IKEA

Don't sleep on it

Promotional Items

OS22_HW039M

2022 Print Merit Award

TBWA\Paris / Boulogne-Billancourt

Leica

The world deserve witnesses

Magazine / Series

OS22_PT032M

2022 Interactive & Mobile Craft Merit Award

Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol

Samsung Electronics Benelux

Samsung FastFrame

Innovation & Transformation / Innovation in Interactive & Mobile Craft

OS22_IC029M

2022 Music & Sound Craft Merit Award

Machine / London + Uncommon Creative Studio / London + Blinkink / London

B&Q

Later Means Never

Sound Design

OS22_MS050M

2022 Creative Use of Data Merit Award

Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol

Samsung Electronics Benelux

Samsung FastFrame

Use of Technology

OS22_CU028M

2022 Public Relations Merit Award

Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol

Samsung Electronics Benelux

Samsung FastFrame

Innovation & Transformation / Innovation in Public Relations

OS22_PR073M

2022 Film Merit Award

thjnk Berlin GmbH / Berlin

IKEA Deutschland GmbH & Co. KG

IKEA - Knock Knock

Television & VOD / Long Form - Single

OS22_FI064M

2022 Moving Image Craft Merit Award

Lucky Generals / London + Amazon / Seattle + Hungry Man / Los Angeles

Amazon

Mind Reader

Direction / Single

OS22_MI069M

2021 Direct Marketing Bronze Pencil

GUT Agency / Buenos Aires

NOBLEX

VAR PROMO

Non-traditional & Guerrilla Marketing

OS_DM21_022B

2021 Out of Home Merit Award

lg2 / Toronto

Atkin Guitars

Guitarists Get It

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

OS_OH21_037M

2021 Interactive & Online Merit Award

Wunderman Thompson / Dubai

Bose

Noise-O-Meter

Innovation & Transformation / Innovation in Lockdown

OS_IN21_079M

2021 Design Merit Award

Goodby Silverstein & Partners / San Francisco

HP

#WindowsOfHope

Promotional / Posters - Series

OS_DE21_081M

2021 Moving Image Craft Merit Award

Apple + Method + Iconoclast

Apple

Journey into Sound - AirPods Max

Visual Effects / Single

OS_MI21_090M

2021 Print Merit Award

Goodby Silverstein & Partners / San Francisco

HP

#WindowsOfHope

Posters / Series

OS_PT21_044M

2021 Out of Home Merit Award

lg2 / Toronto

Atkin Guitars

Character

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

OS_OH21_032M

2021 Out of Home Merit Award

lg2 / Toronto

Atkin Guitars

Handmade

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

OS_OH21_033M

2021 Design Merit Award

TBWA Hunt Lascaris / Johannesburg + Fresh Helga / Johannesburg

Spotify

But make it Mzansi

Craft / Illustration

OS_DE21_172M

2021 Print Merit Award

Goodby Silverstein & Partners / San Francisco

HP

#WindowsOfHope

Innovation & Transformation / Innovation in Lockdown

OS_PT21_078M

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