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.

Gaming - Digital / Console / Online / Mobile

Award

Agency

Client

Title

Category

Annual ID

The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Cross-Channel UX / UI / Digital / Physical
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Audio
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Co-Promotions
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Innovation in Radio & Audio
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Integrated Campaign
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Promotional Items / Booklets & Brochures
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Innovation in Branded Entertainment
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Innovation in Experiential
The Fall Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Nexus Studio / London + The Mill / London Client: Sony Interactive Entertainment Category: Craft - Visual Effects / Single
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Experiential Radio & Audio
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Brand Transformation
Ghost Recon Agency: DDB, / Paris + Frenzy / Paris Client: Ubisoft Category: Craft - Sound Design / Single
Everyday Escape Agency: McCann / London + Craft/McCann / London + MRM//McCann / London + Microsoft / Reading Client: Xbox / Microsoft Category: Billboards & Transit / Dynamic Billboards & Transit
ECHOs Agency: DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris Client: Ubisoft Category: Cross-Channel UX / UI / Digital / Physical
Metro Exodus: Artyom's Nightmare Agency: Platige Image / Warsaw + Deep Silver / Larkspur + 4A Games / Sliema Client: Deep Silver Category: Visual & Audio Craft / Animation
The Birth of Gaming Tourism Agency: McCann / London + Craft/McCann / London + Momentum / London Client: Xbox / Microsoft Category: Integrated Digital & Physical Product
ECHOs Agency: DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris Client: Ubisoft Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
GAME CHRONICLE Agency: ENJIN TOKYO / Tokyo + BIRDMAN / Tokyo Client: All Nippon Airways Category: UX / UI / User Experience
Feel the Power Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / Iconoclast / London + The Mill / London Client: Sony Interactive Entertainment Category: Television & VOD / Long Form - Campaign
Feel The Power of Pro Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / London + The Mill / London Client: Sony Interactive Entertainment Category: Craft - Direction / Single
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Online / Branded Podcast
ECHOs Agency: DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris Client: Ubisoft Category: Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)
Green Dawn Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris Client: Ubisoft Category: Non-traditional & Guerrilla Marketing
Watch Dogs Legion 101 Agency: Funworks / OAKLAND Client: Ubisoft Category: Online Films & Video / Long Form - Single
The Real Cost - One Leaves Agency: FCB NY / New York + Initiative / New York Client: FDA Category: Games / Digital & Physical
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Creative Use of Data / Real-Time
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Out-of-Home / Dynamic Billboards & Transit
The Baptism Agency: DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris Client: Ubisoft Category: Craft - Direction / Single
My life as a NPC Agency: DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris Client: Ubisoft Category: Online Video / Online-only Video - Campaign
My life as a NPC Agency: DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris Client: Ubisoft Category: Social Post / Campaign
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Creative Use of Data / Data Visualization
The Baptism Agency: DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris Client: Ubisoft Category: Craft - Editing / Single
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Craft / Dynamic Data Visualization
The Baptism Agency: DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris Client: Ubisoft Category: Craft - Cinematography / Single
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Experiential / Live Events
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Events & Competitions
Life-size Model Robot Project Agency: Tokyu Agency Inc. / Tokyo + SEGA Interactive Co., Ltd. / Tokyo + TYO Inc. / Tokyo Client: SEGA Interactive Co., Ltd. Category: Craft / Printing & Production
The Wish Agency: CLM BBDO / Boulogne Billancourt + PROXIMITY / Boulogne Billancourt Client: Ubisoft Category: Craft - Sound Design / Single
Xbox Design Lab Originals: The Fanchise Model Agency: McCann / London + MRM//McCann / London + Craft/McCann / London + FOREAL / Trier Client: Microsoft Category: Creative Effectiveness
My life as a NPC Agency: DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris Client: Ubisoft Category: Digital & Online / Social Media & Viral Marketing - Campaign
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Integrated Campaign
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Innovation in Branded Entertainment
My life as a NPC Agency: DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris Client: Ubisoft Category: Mobile-First Video / Under 15 Seconds
This Could be You Agency: 180 Kingsday / Amsterdam + Smuggler / London + The Mill / London + Wave Studios / London Client: SIE Category: Craft - Visual Effects / Single
STARLINK Agency: Wanda / Saint-Denis + BBDO / Paris + Ubisoft / Paris + Framestore / Paris Client: UBISOFT Category: Craft - Visual Effects / Single
State of Decay 2: Apocalypse Diaries Agency: 215 McCann / San Francisco Client: Xbox Category: Influencer Marketing / Multi-Channel
The Baptism Agency: DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris Client: Ubisoft Category: Online Films & Video / Long Form - Single
The Sermon Agency: DDB / Paris + Henry / Paris + MIKROS MPC / Paris + MPC / London Client: Ubisoft Category: Short Form Video / Single
Football Decoded Agency: McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid Client: Microsoft / Xbox Category: Experiential / Live Events
The Sermon Agency: DDB / Paris + Henry / Paris + MIKROS MPC / Paris + MPC / London Client: Ubisoft Category: Craft - Cinematography / Single

2020 Digital Craft Silver Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Cross-Channel UX / UI / Digital / Physical

OS_DC20_007S

2020 Branded Entertainment Bronze Pencil

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Audio

OS_BE20_014B

2020 Integrated Bronze Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Co-Promotions

OS_IG20_014B

2020 Radio & Audio Gold Pencil

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Innovation in Radio & Audio

OS_RA20_025G

2020 Direct Marketing Silver Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Integrated Campaign

OS_DI20_029S

2020 Print Silver Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Promotional Items / Booklets & Brochures

OS_PT20_014S

2020 Branded Entertainment Gold Pencil

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Innovation in Branded Entertainment

OS_BE20_034G

2020 Experiential & Immersive Silver Pencil

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Innovation in Experiential

OS_EX20_028S

2020 Moving Image Craft Bronze Pencil

Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Nexus Studio / London + The Mill / London

Sony Interactive Entertainment

The Fall

Craft - Visual Effects / Single

OS_MI20_030B

2020 Radio & Audio Gold Pencil

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Experiential Radio & Audio

OS_RA20_012G

2020 Integrated Merit Award

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Brand Transformation

OS_IG20_036M

2020 Moving Image Craft Merit Award

DDB, / Paris + Frenzy / Paris

Ubisoft

Ghost Recon

Craft - Sound Design / Single

OS_MI20_099M

2020 Out of Home Merit Award

McCann / London + Craft/McCann / London + MRM//McCann / London + Microsoft / Reading

Xbox / Microsoft

Everyday Escape

Billboards & Transit / Dynamic Billboards & Transit

OS_OH20_051M

2020 Digital Craft Merit Award

DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris

Ubisoft

ECHOs

Cross-Channel UX / UI / Digital / Physical

OS_DC20_036M

2020 Digital Craft Merit Award

Platige Image / Warsaw + Deep Silver / Larkspur + 4A Games / Sliema

Deep Silver

Metro Exodus: Artyom's Nightmare

Visual & Audio Craft / Animation

OS_DC20_045M

2020 IP & Products Merit Award

McCann / London + Craft/McCann / London + Momentum / London

Xbox / Microsoft

The Birth of Gaming Tourism

Integrated Digital & Physical Product

OS_IP20_025M

2020 Experiential & Immersive Merit Award

DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris

Ubisoft

ECHOs

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_EX20_060M

2020 Digital Craft Merit Award

ENJIN TOKYO / Tokyo + BIRDMAN / Tokyo

All Nippon Airways

GAME CHRONICLE

UX / UI / User Experience

OS_DC20_023M

2020 Film Merit Award

Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / Iconoclast / London + The Mill / London

Sony Interactive Entertainment

Feel the Power

Television & VOD / Long Form - Campaign

OS_FI20_071M

2020 Moving Image Craft Merit Award

Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / London + The Mill / London

Sony Interactive Entertainment

Feel The Power of Pro

Craft - Direction / Single

OS_MI20_053M

2020 Radio & Audio Merit Award

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Online / Branded Podcast

OS_RA20_041M

2020 Interactive & Online Merit Award

DDB, / Paris + Ubisoft / Paris + makemepulse. / Paris + Studio Press Play On Tape / Paris

Ubisoft

ECHOs

Digital Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS_IN20_064M

2020 Direct Marketing Merit Award

DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris

Ubisoft

Green Dawn

Non-traditional & Guerrilla Marketing

OS_DI20_111M

2020 Film Merit Award

Funworks / OAKLAND

Ubisoft

Watch Dogs Legion 101

Online Films & Video / Long Form - Single

OS_FI20_103M

2020 Branded Entertainment Merit Award

FCB NY / New York + Initiative / New York

FDA

The Real Cost - One Leaves

Games / Digital & Physical

OS_BE20_069M

2019 Creative Use of Data Gold Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Creative Use of Data / Real-Time

OS_CU19001G

2019 Print & Outdoor Gold Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Out-of-Home / Dynamic Billboards & Transit

OS_PO19030G

2019 Moving Image Craft Silver Pencil

DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris

Ubisoft

The Baptism

Craft - Direction / Single

OS_MI19005S

2019 Interactive & Online Gold Pencil

DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris

Ubisoft

My life as a NPC

Online Video / Online-only Video - Campaign

OS_IN19015G

2019 Social Media Silver Pencil

DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris

Ubisoft

My life as a NPC

Social Post / Campaign

OS_SM19009S

2019 Creative Use of Data Silver Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Creative Use of Data / Data Visualization

OS_CU19003S

2019 Moving Image Craft Bronze Pencil

DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris

Ubisoft

The Baptism

Craft - Editing / Single

OS_MI19022B

2019 Experiential & Immersive Bronze Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Craft / Dynamic Data Visualization

OS_EX19021B

2019 Moving Image Craft Silver Pencil

DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris

Ubisoft

The Baptism

Craft - Cinematography / Single

OS_MI19026S

2019 Direct Marketing Bronze Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Experiential / Live Events

OS_DI19014B

2019 Experiential & Immersive Bronze Pencil

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Events & Competitions

OS_EX19007B

2019 Print & Outdoor Merit Award

Tokyu Agency Inc. / Tokyo + SEGA Interactive Co., Ltd. / Tokyo + TYO Inc. / Tokyo

SEGA Interactive Co., Ltd.

Life-size Model Robot Project

Craft / Printing & Production

OS_PO19155M

2019 Moving Image Craft Merit Award

CLM BBDO / Boulogne Billancourt + PROXIMITY / Boulogne Billancourt

Ubisoft

The Wish

Craft - Sound Design / Single

OS_MI19110M

2019 Creative Effectiveness Merit Award

McCann / London + MRM//McCann / London + Craft/McCann / London + FOREAL / Trier

Microsoft

Xbox Design Lab Originals: The Fanchise Model

Creative Effectiveness

OS_CE19017M

2019 Direct Marketing Merit Award

DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris

Ubisoft

My life as a NPC

Digital & Online / Social Media & Viral Marketing - Campaign

OS_DI19080M

2019 Direct Marketing Merit Award

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Integrated Campaign

OS_DI19099M

2019 Branded Entertainment Merit Award

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Innovation in Branded Entertainment

OS_BE19101M

2019 Mobile Merit Award

DDB / Paris + Make Me Pulse / Paris + Studio Press Play On Tape / Paris + THE / Paris

Ubisoft

My life as a NPC

Mobile-First Video / Under 15 Seconds

OS_MO19030M

2019 Moving Image Craft Merit Award

180 Kingsday / Amsterdam + Smuggler / London + The Mill / London + Wave Studios / London

SIE

This Could be You

Craft - Visual Effects / Single

OS_MI19106M

2019 Moving Image Craft Merit Award

Wanda / Saint-Denis + BBDO / Paris + Ubisoft / Paris + Framestore / Paris

UBISOFT

STARLINK

Craft - Visual Effects / Single

OS_MI19107M

2019 Social Influencer Marketing Merit Award

215 McCann / San Francisco

Xbox

State of Decay 2: Apocalypse Diaries

Influencer Marketing / Multi-Channel

OS_SI19018M

2019 Film Merit Award

DDB / Paris + Henry / Paris + SCHMOOZE / BALLAD / Paris + MIKROS MPC / Paris

Ubisoft

The Baptism

Online Films & Video / Long Form - Single

OS_FI19098M

2019 Branded Entertainment Merit Award

DDB / Paris + Henry / Paris + MIKROS MPC / Paris + MPC / London

Ubisoft

The Sermon

Short Form Video / Single

OS_BE19057M

2019 Branded Entertainment Merit Award

McCann / London + Craft/McCann / London + Somesuch / London + Twentyfour Seven / Madrid

Microsoft / Xbox

Football Decoded

Experiential / Live Events

OS_BE19084M

2019 Moving Image Craft Merit Award

DDB / Paris + Henry / Paris + MIKROS MPC / Paris + MPC / London

Ubisoft

The Sermon

Craft - Cinematography / Single

OS_MI19090M

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