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.

Durable Consumer Goods / Home Appliances

Award

Agency

Client

Title

Category

Annual ID

The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Innovation & Transformation / Innovation in 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: Web Games / Brand Integration / Placement
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Digital & Online / Websites & Mobile
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: Innovation & Transformation / Innovation in Public Relations
Samsung FastFrame Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol Client: Samsung Electronics Benelux Category: Use of Technology
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Games / Gaming
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
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
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: Online & Mobile
The Cost of Bullying Agency: Cheil PengTai / Beijing + Cheil / Hong Kong Client: Samsung Category: Ecommerce
The world deserve witnesses Agency: TBWA\Paris / Boulogne-Billancourt Client: Leica Category: Craft / Photography
The world deserve witnesses Agency: TBWA\Paris / Boulogne-Billancourt Client: Leica Category: Magazine / Series
Protective Coloration Melted in Love Agency: Puff / Shanghai Client: Midea Category: Low Budget / 50K - 100K Budget
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
Mind Reader Agency: Lucky Generals / London + Amazon / Seattle + Hungry Man / Los Angeles Client: Amazon Category: Direction / Single
Don't sleep on it Agency: Leo Burnett / Riyadh Client: IKEA Category: Promotional Items
Protective Coloration Melted in Love Agency: Puff / Shanghai Client: Midea Category: Craft / Art Direction
IKEA - Knock Knock Agency: thjnk Berlin GmbH / Berlin Client: IKEA Deutschland GmbH & Co. KG Category: Television & VOD / Long Form - Single
7:1 Furniture Collection Agency: BBDO BANGKOK / Bangkok Client: Homepro Category: Innovation in Design
APARTMENTEKA Agency: Instinct / Moscow Client: IKEA Category: Websites
Black Friday (Re)Sale Agency: Hjaltelin Stahl / Copenhagen K Client: IKEA Denmark Category: Reputation Management
Galaxy Graffiti Agency: Cheil Worldwide / Seoul + Tangible Interaction / Vancouver Client: Samsung Electronics Category: Immersive Spaces
GG Möbel – Legacy of Mastery continued Agency: ANTI / Group Client: GG Möbel Category: Branding / Logo
Black Friday (Re)Sale Agency: Hjaltelin Stahl / Copenhagen K Client: IKEA Denmark Category: Digital & Online / Banners & Pop-ups
IKEA. SHOPPING LULLABY Agency: Instinct / Moscow Client: IKEA Category: Visual & Audio Craft / Sound
Painted by Paint Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Craft / Art Direction
Paint flow Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Out-of-Home / Experiential & Installations - Single
Hailstorm in Istanbul Agency: TBWA\ / Istanbul Client: IKEA Category: Social Post / Real-time Response
#ShaveToRemember Agency: Ogilvy South Africa / Johannesburg Client: Philips & The Nelson Mandela Foundation Category: Branding / Brand Installations
#ShaveToRemember Agency: Ogilvy South Africa / Johannesburg Client: Philips & The Nelson Mandela Foundation Category: Experiential / Live Events
What Matters is Inside Agency: Passion Paris Production / Paris + Buzzman / Paris + Delsey / Tremblay-en-France Client: Delsey Category: Craft - Animation / Single
The All-In Promo Agency: DAVID / Buenos Aires Client: NEWSAN /Noblex Category: Digital & Online / Social Media & Viral Marketing - Single
Seen by TRECA Agency: SID LEE / PARIS Client: ADOVA Category: Experiential / Brand Installations
Dutch Masterjuices Agency: Ogilvy & Mather / Singapore + Ogilvy & Mather / Amsterdam + Ogilvy UK / London + We Film / Amsterdam Client: Ogilvy & Mather Singapore Category: Experiential / Brand Installations
Lamp 2 Agency: Rethink / Toronto/Montreal/Vancouver + Scouts Honour / Toronto + Fort York VFX / Toronto + Rooster Editorial / Toronto Client: IKEA Category: Short Form Video / Single
Seen by TRECA Agency: SID LEE / PARIS Client: ADOVA Category: Out-of-Home / Experiential & Installations - Single
Paint flow Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Craft / Art Direction
Painted by Paint Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Extended Campaign - Posters & Out of Home
Logo moulded in iron Agency: ANTI / Norway Client: Nedre Foss Category: Branding / Logo
Fleeting Beauty Agency: KOKUYO Co.,Ltd. / Osaka + DENTSU INC. / Tokyo Client: KOKUYO Co.,Ltd. Category: Craft / Art Direction
Painted by Paint Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Craft / Illustration
Paint flow Agency: Taproot Dentsu / Mumbai Client: Dulux Paints Category: Publishing / Newspaper - Campaign
Fleeting Beauty Agency: KOKUYO Co.,Ltd. / Osaka + DENTSU INC. / Tokyo Client: KOKUYO Co.,Ltd. Category: Craft / Printing & Paper Craft
#ShaveToRemember Agency: Ogilvy South Africa / Johannesburg Client: Philips & The Nelson Mandela Foundation Category: Spaces & Immersive / Brand-Owned Experiences
The Indoor Generation Agency: &Co. / NoA / Copenhagen + &Co Productions / Copenhagen + Bacon / Copenhagen Client: VELUX Category: Online Video / Online-only Video - Single
Kungfu Water Agency: The Nine X Insight Group / Shanghai Client: Vatti / Trinity Healthy Dishwasher Category: Moving Image / Single
#ShaveToRemember Agency: Ogilvy South Africa / Johannesburg Client: Philips & The Nelson Mandela Foundation Category: Social Engagement / Community Building

2022 Gaming Gold Pencil

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Innovation & Transformation / Innovation in 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 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 Music & Sound Craft Merit Award

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

B&Q

Later Means Never

Sound Design

OS22_MS050M

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 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 Branded Entertainment Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Games / Gaming

OS22_BE072M

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 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 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 Health & Wellness Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Online & Mobile

OS22_HW046M

2022 Experiential & Immersive Merit Award

Cheil PengTai / Beijing + Cheil / Hong Kong

Samsung

The Cost of Bullying

Ecommerce

OS22_EX037M

2022 Print Merit Award

TBWA\Paris / Boulogne-Billancourt

Leica

The world deserve witnesses

Craft / Photography

OS22_PT062M

2022 Print Merit Award

TBWA\Paris / Boulogne-Billancourt

Leica

The world deserve witnesses

Magazine / Series

OS22_PT032M

2022 Film Merit Award

Puff / Shanghai

Midea

Protective Coloration Melted in Love

Low Budget / 50K - 100K Budget

OS22_FI119M

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 Moving Image Craft Merit Award

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

Amazon

Mind Reader

Direction / Single

OS22_MI069M

2022 Health & Wellness Merit Award

Leo Burnett / Riyadh

IKEA

Don't sleep on it

Promotional Items

OS22_HW039M

2022 Branded Entertainment Merit Award

Puff / Shanghai

Midea

Protective Coloration Melted in Love

Craft / Art Direction

OS22_BE096M

2022 Film Merit Award

thjnk Berlin GmbH / Berlin

IKEA Deutschland GmbH & Co. KG

IKEA - Knock Knock

Television & VOD / Long Form - Single

OS22_FI064M

2020 Design Silver Pencil

BBDO BANGKOK / Bangkok

Homepro

7:1 Furniture Collection

Innovation in Design

OS_DE20_061S

2020 Interactive & Online Silver Pencil

Instinct / Moscow

IKEA

APARTMENTEKA

Websites

OS_IN20_004S

2020 Public Relations Bronze Pencil

Hjaltelin Stahl / Copenhagen K

IKEA Denmark

Black Friday (Re)Sale

Reputation Management

OS_PR20_019B

2020 Experiential & Immersive Bronze Pencil

Cheil Worldwide / Seoul + Tangible Interaction / Vancouver

Samsung Electronics

Galaxy Graffiti

Immersive Spaces

OS_EX20_010B

2020 Design Merit Award

ANTI / Group

GG Möbel

GG Möbel – Legacy of Mastery continued

Branding / Logo

OS_DE20_068M

2020 Direct Marketing Merit Award

Hjaltelin Stahl / Copenhagen K

IKEA Denmark

Black Friday (Re)Sale

Digital & Online / Banners & Pop-ups

OS_DI20_086M

2020 Digital Craft Merit Award

Instinct / Moscow

IKEA

IKEA. SHOPPING LULLABY

Visual & Audio Craft / Sound

OS_DC20_048M

2019 Print & Outdoor Silver Pencil

Taproot Dentsu / Mumbai

Dulux Paints

Painted by Paint

Craft / Art Direction

OS_PO19043S

2019 Print & Outdoor Bronze Pencil

Taproot Dentsu / Mumbai

Dulux Paints

Paint flow

Out-of-Home / Experiential & Installations - Single

OS_PO19036B

2019 Social Media Bronze Pencil

TBWA\ / Istanbul

IKEA

Hailstorm in Istanbul

Social Post / Real-time Response

OS_SM19011B

2019 Design Bronze Pencil

Ogilvy South Africa / Johannesburg

Philips & The Nelson Mandela Foundation

#ShaveToRemember

Branding / Brand Installations

OS_DE19015B

2019 Direct Marketing Merit Award

Ogilvy South Africa / Johannesburg

Philips & The Nelson Mandela Foundation

#ShaveToRemember

Experiential / Live Events

OS_DI19061M

2019 Moving Image Craft Merit Award

Passion Paris Production / Paris + Buzzman / Paris + Delsey / Tremblay-en-France

Delsey

What Matters is Inside

Craft - Animation / Single

OS_MI19093M

2019 Direct Marketing Merit Award

DAVID / Buenos Aires

NEWSAN /Noblex

The All-In Promo

Digital & Online / Social Media & Viral Marketing - Single

OS_DI19075M

2019 Branded Entertainment Merit Award

SID LEE / PARIS

ADOVA

Seen by TRECA

Experiential / Brand Installations

OS_BE19086M

2019 Branded Entertainment Merit Award

Ogilvy & Mather / Singapore + Ogilvy & Mather / Amsterdam + Ogilvy UK / London + We Film / Amsterdam

Ogilvy & Mather Singapore

Dutch Masterjuices

Experiential / Brand Installations

OS_BE19091M

2019 Branded Entertainment Merit Award

Rethink / Toronto/Montreal/Vancouver + Scouts Honour / Toronto + Fort York VFX / Toronto + Rooster Editorial / Toronto

IKEA

Lamp 2

Short Form Video / Single

OS_BE19053M

2019 Print & Outdoor Merit Award

SID LEE / PARIS

ADOVA

Seen by TRECA

Out-of-Home / Experiential & Installations - Single

OS_PO19117M

2019 Experiential & Immersive Merit Award

Taproot Dentsu / Mumbai

Dulux Paints

Paint flow

Craft / Art Direction

OS_EX19060M

2019 Print & Outdoor Merit Award

Taproot Dentsu / Mumbai

Dulux Paints

Painted by Paint

Extended Campaign - Posters & Out of Home

OS_PO19126M

2019 Design Merit Award

ANTI / Norway

Nedre Foss

Logo moulded in iron

Branding / Logo

OS_DE19081M

2019 Design Merit Award

KOKUYO Co.,Ltd. / Osaka + DENTSU INC. / Tokyo

KOKUYO Co.,Ltd.

Fleeting Beauty

Craft / Art Direction

OS_DE19200M

2019 Print & Outdoor Merit Award

Taproot Dentsu / Mumbai

Dulux Paints

Painted by Paint

Craft / Illustration

OS_PO19144M

2019 Print & Outdoor Merit Award

Taproot Dentsu / Mumbai

Dulux Paints

Paint flow

Publishing / Newspaper - Campaign

OS_PO19068M

2019 Design Merit Award

KOKUYO Co.,Ltd. / Osaka + DENTSU INC. / Tokyo

KOKUYO Co.,Ltd.

Fleeting Beauty

Craft / Printing & Paper Craft

OS_DE19219M

2019 Experiential & Immersive Merit Award

Ogilvy South Africa / Johannesburg

Philips & The Nelson Mandela Foundation

#ShaveToRemember

Spaces & Immersive / Brand-Owned Experiences

OS_EX19047M

2019 Interactive & Online Merit Award

&Co. / NoA / Copenhagen + &Co Productions / Copenhagen + Bacon / Copenhagen

VELUX

The Indoor Generation

Online Video / Online-only Video - Single

OS_IN19060M

2019 Design Merit Award

The Nine X Insight Group / Shanghai

Vatti / Trinity Healthy Dishwasher

Kungfu Water

Moving Image / Single

OS_DE19189M

2019 Social Media Merit Award

Ogilvy South Africa / Johannesburg

Philips & The Nelson Mandela Foundation

#ShaveToRemember

Social Engagement / Community Building

OS_SM19061M

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