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.

Retail

Award

Agency

Client

Title

Category

Annual ID

The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Cinematography / Single
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Integrated Branding Campaign
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Fusion Pencil
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Digital & Online / Ecommerce
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Experiential Radio & Audio
Even More Confusing Times Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York Client: Burger King Category: Broadcast / Series
The Breakaway Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht Client: Decathlon Category: Experiential / Virtual Events
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Direction / Single
Bedtime Stories Agency: FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago Client: Walmart Category: Mobile Apps
Bedtime Stories Agency: FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago Client: Walmart Category: Custom Content
Buy Back Friday Agency: Edelman / London + Ingka Group / The Hague Client: IKEA Category: Events & Experiential
New Logo Design Agency: Amazon / Seattle Client: Amazon Category: User-Generated Content
Confusing Times Agency: DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York Client: Burger King Category: Writing / Single
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Utility / Ecommerce
Confusing Times Agency: DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York Client: Burger King Category: Online Films & Video / Long Form - Single
NEW ICONIC KISSES Agency: GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo Client: Mercado Livre (Ebazar) Category: Online Films & Video / Long Form - Single
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Innovation & Transformation / Innovation in Music & Sound Craft
Even More Confusing Times Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York Client: Burger King Category: Craft / Writing - Series
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Craft / Art Direction
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Online & Mobile Video / Online-only Video - Single
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Moving Image / Single
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Brand Partnerships
CIRKULÄR Agency: Hjaltelin Stahl / Copenhagen Client: IKEA Category: Events & Experiential
Repurposeful Instructions Agency: Rethink + IKEA Client: IKEA Canada Category: Integrated Digital & Physical Product / In-Market
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Writing / Single
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Use of Technology
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Innovation & Transformation / Innovation in Radio & Audio
Bedtime Stories Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto Client: Walmart Category: Experiential Audio
Ability Signs Agency: Rethink + Decathlon Client: Decathlon Canada Category: Spatial Design / Wayfinding
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Cinema Advertising
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Casting
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Music Videos
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Artist / Brand Collaboration
NEW ICONIC KISSES Agency: GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo Client: Mercado Livre (Ebazar) Category: Integrated Branding Campaign
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Experiential Radio & Audio
Meat? Agency: DAVID / Madrid + LundLund / Stockholm Client: Burger King Category: Craft / Photography
Black Business Beats Agency: GUT / São Paulo + HEFTY / São Paulo + Magma / São Paulo Client: Mercado Livre (Ebazar) Category: Brand Partnerships
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Online & Mobile Video / Interactive Video
Craft, Camera, Action! Agency: M&C Saatchi / Sydney + Song Zu / Sydney + Facebook / Sydney + Zebrar / Sydney Client: BIG W Category: Craft / Use of Technology
Green Screen Shirt Agency: Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto Client: Harry Rosen Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Repurposeful Instructions Agency: Rethink + IKEA Client: IKEA Canada Category: Promotional Items / Booklets / Books / Brochures
Meat? Agency: DAVID / Madrid + LundLund / Stockholm Client: Burger King Category: Craft / Photography
New Logo Design Agency: Amazon / Seattle Client: Amazon Category: Brand-Side Initiated & Originated Projects
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Editing / Single
Letters to the Future Agency: Ki Saigon / Ho Chi Minh City + 4PS Corporation / Ho Chi Minh City Client: 4PS Corporation Category: Innovation & Transformation / Innovation in Design
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Utility / Ecommerce
Shopping - Shop Small Murals Agency: BBH USA / New York + Google / Mountain View + STATE Design / New York + Essence / New York Client: Google Category: Out of Home / Series
Shopping Inside Songs Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Ecommerce
Black-Owned Friday Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York Client: Google Category: Long Form Video / Single
The Wish Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Long Form Video / Single

2022 Moving Image Craft Gold Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Cinematography / Single

OS22_MI001G

2022 Integrated Gold Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Integrated Branding Campaign

OS22_IG001G

2022 Fusion Pencil Fusion Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Fusion Pencil

OS22_FP001F

2022 Direct Marketing Gold Pencil

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Digital & Online / Ecommerce

OS22_DM009G

2022 Radio & Audio Gold Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Experiential Radio & Audio

OS22_RA006G

2022 Radio & Audio Gold Pencil

DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York

Burger King

Even More Confusing Times

Broadcast / Series

OS22_RA002G

2022 Branded Entertainment Gold Pencil

BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht

Decathlon

The Breakaway

Experiential / Virtual Events

OS22_BE006G

2022 Moving Image Craft Gold Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Direction / Single

OS22_MI003G

2022 Branded Entertainment Gold Pencil

FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago

Walmart

Bedtime Stories

Mobile Apps

OS22_BE004G

2022 Radio & Audio Gold Pencil

FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago

Walmart

Bedtime Stories

Custom Content

OS22_RA004G

2022 Public Relations Silver Pencil

Edelman / London + Ingka Group / The Hague

IKEA

Buy Back Friday

Events & Experiential

OS22_PR009S

2022 Branded Entertainment Silver Pencil

Amazon / Seattle

Amazon

New Logo Design

User-Generated Content

OS22_BE017S

2022 Moving Image Craft Silver Pencil

DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York

Burger King

Confusing Times

Writing / Single

OS22_MI025S

2022 Interactive, Online & Mobile Silver Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Utility / Ecommerce

OS22_IN012S

2022 Film Silver Pencil

DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York

Burger King

Confusing Times

Online Films & Video / Long Form - Single

OS22_FI020S

2022 Film Silver Pencil

GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo

Mercado Livre (Ebazar)

NEW ICONIC KISSES

Online Films & Video / Long Form - Single

OS22_FI021S

2022 Music & Sound Craft Silver Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Innovation & Transformation / Innovation in Music & Sound Craft

OS22_MS011S

2022 Radio & Audio Silver Pencil

DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York

Burger King

Even More Confusing Times

Craft / Writing - Series

OS22_RA010S

2022 Branded Entertainment Silver Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Craft / Art Direction

OS22_BE019S

2022 Interactive, Online & Mobile Silver Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Online & Mobile Video / Online-only Video - Single

OS22_IN016S

2022 Design Bronze Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Moving Image / Single

OS22_DE046B

2022 Radio & Audio Bronze Pencil

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Brand Partnerships

OS22_RA017B

2022 Public Relations Bronze Pencil

Hjaltelin Stahl / Copenhagen

IKEA

CIRKULÄR

Events & Experiential

OS22_PR018B

2022 IP & Products Bronze Pencil

Rethink + IKEA

IKEA Canada

Repurposeful Instructions

Integrated Digital & Physical Product / In-Market

OS22_IP011B

2022 Moving Image Craft Bronze Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Writing / Single

OS22_MI046B

2022 Interactive & Mobile Craft Bronze Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Use of Technology

OS22_IC012B

2022 Radio & Audio Bronze Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Innovation & Transformation / Innovation in Radio & Audio

OS22_RA018B

2022 Experiential & Immersive Bronze Pencil

FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto

Walmart

Bedtime Stories

Experiential Audio

OS22_EX023B

2022 Design Bronze Pencil

Rethink + Decathlon

Decathlon Canada

Ability Signs

Spatial Design / Wayfinding

OS22_DE045B

2022 Film Bronze Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Cinema Advertising

OS22_FI035B

2022 Moving Image Craft Bronze Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Casting

OS22_MI057B

2022 Branded Entertainment Bronze Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Music Videos

OS22_BE027B

2022 Music & Sound Craft Bronze Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Artist / Brand Collaboration

OS22_MS018B

2022 Integrated Bronze Pencil

GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo

Mercado Livre (Ebazar)

NEW ICONIC KISSES

Integrated Branding Campaign

OS22_IG011B

2022 Radio & Audio Bronze Pencil

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Experiential Radio & Audio

OS22_RA016B

2022 Print Bronze Pencil

DAVID / Madrid + LundLund / Stockholm

Burger King

Meat?

Craft / Photography

OS22_PT022B

2022 Branded Entertainment Bronze Pencil

GUT / São Paulo + HEFTY / São Paulo + Magma / São Paulo

Mercado Livre (Ebazar)

Black Business Beats

Brand Partnerships

OS22_BE034B

2022 Interactive, Online & Mobile Bronze Pencil

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Online & Mobile Video / Interactive Video

OS22_IN022B

2022 Branded Entertainment Merit Award

M&C Saatchi / Sydney + Song Zu / Sydney + Facebook / Sydney + Zebrar / Sydney

BIG W

Craft, Camera, Action!

Craft / Use of Technology

OS22_BE097M

2022 Interactive, Online & Mobile Merit Award

Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto

Harry Rosen

Green Screen Shirt

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

OS22_IN073M

2022 Print Merit Award

Rethink + IKEA

IKEA Canada

Repurposeful Instructions

Promotional Items / Booklets / Books / Brochures

OS22_PT041M

2022 Out of Home Merit Award

DAVID / Madrid + LundLund / Stockholm

Burger King

Meat?

Craft / Photography

OS22_OH068M

2022 Brand-Side / In-House Merit Award

Amazon / Seattle

Amazon

New Logo Design

Brand-Side Initiated & Originated Projects

OS22_BS013M

2022 Moving Image Craft Merit Award

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Editing / Single

OS22_MI091M

2022 Design Merit Award

Ki Saigon / Ho Chi Minh City + 4PS Corporation / Ho Chi Minh City

4PS Corporation

Letters to the Future

Innovation & Transformation / Innovation in Design

OS22_DE159M

2022 Interactive, Online & Mobile Merit Award

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Utility / Ecommerce

OS22_IN039M

2022 Design Merit Award

BBH USA / New York + Google / Mountain View + STATE Design / New York + Essence / New York

Google

Shopping - Shop Small Murals

Out of Home / Series

OS22_DE117M

2022 Experiential & Immersive Merit Award

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Shopping Inside Songs

Ecommerce

OS22_EX038M

2022 Branded Entertainment Merit Award

BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York

Google

Black-Owned Friday

Long Form Video / Single

OS22_BE049M

2022 Branded Entertainment Merit Award

SERVICEPLAN GERMANY / Munich

PENNY

The Wish

Long Form Video / Single

OS22_BE054M

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