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.

Retail

Award

Agency

Client

Title

Category

Annual ID

The Fresh System Agency: Ogilvy / Bogotá + Carulla / Medellín Client: Carulla Category: Innovation & Transformation / Innovation in Direct Marketing
Unexpected Encounters Agency: BETC / Paris + Lacoste / Paris Client: Lacoste Category: Craft / Photography
The Fresh System Agency: Ogilvy / Bogotá + Carulla / Medellín Client: Carulla Category: Experiential / Customer Experience / CX
Flip Agency: Uncommon Creative Studio / London + Pulse Films / London Client: B&Q Category: Production Design
Flip Agency: Uncommon Creative Studio / London + Pulse Films / London Client: B&Q Category: Television & VOD / Over 60 Seconds - Single
Real Street Style Agency: GUT / Buenos Aires Client: Mercado Libre Category: Craft / Data-Driven Personalization
The Troll Agency: Rethink + IKEA Client: IKEA Category: Cinematography / Single
The Best-seller Constitution Agency: GUT / São Paulo + Hefty / São Paulo Client: Mercado Livre Category: Current Event Response
The Rift Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Visual Effects / Single
Unexpected Encounters Agency: BETC / Paris + Lacoste / Paris Client: Lacoste Category: Billboards & Transit / Series
The Rift Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Direction / Single
The Troll Agency: Rethink + IKEA Client: IKEA Category: Television & VOD / Over 60 Seconds - Single
Urban Miners Agency: NORD DDB / Oslo + NORD DDB / Stockholm Client: Elkjøp Category: Gaming for Good
The Rift Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Sound Design
Lu from Magalu Agency: Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Brand Building / Brand Personality
The Rift Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Casting
Window Shopping Agency: Rethink + IKEA Client: IKEA Category: Experiential & Installations / Brand Installations
Get Almost Almost Anything Agency: Special / Sydney + Mediacom / Sydney + Hello Social / Sydney + Herd MSL / Sydney Client: Uber Eats Category: Craft / Writing
Trapped in the 90s Agency: McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid Client: IKEA Category: Influencer Marketing / Multi-Channel
The Troll Agency: Rethink + IKEA Client: IKEA Category: Visual Effects / Single
Real Street Style Agency: GUT / Buenos Aires Client: Mercado Libre Category: Digital & Online / Ecommerce
The Eye Tracker Agency: De La Cruz/Ogilvy / Guaynabo Client: Supermax Online Category: Real-Time Data
A Holiday Classic Returns Agency: Amazon / Seattle Client: Amazon Category: Craft / Writing
Lu from Magalu Agency: Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Brand-Side / External Agency Collaboration
The Best-seller Constitution Agency: GUT / São Paulo + Hefty / São Paulo Client: Mercado Livre Category: Brand Voice
Lu from Magalu Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Brand Voice
Lu from Magalu Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Creative Effectiveness / Consumer / Brand
The Rift Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Cinematography / Single
Trapped in the 90s Agency: McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid Client: IKEA Category: Experiential / In-Person Events
The Showroom Hotels Agency: FRED & FARID / Paris + La Redoute / Roubaix Client: La Redoute Category: Brand Partnerships
Files of Freedom Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo Client: Mercado Livre Category: Custom / User-Generated Content
The Eye Tracker Agency: De La Cruz/Ogilvy / Guaynabo Client: Supermax Online Category: Utility / Ecommerce
Wear 'Em Out Store Agency: Edelman / New York + United Entertainment Group / New York Client: eBay Category: Events / In-Person
Girls In White Agency: Wolf BKK / Bangkok + Central Retail / Bangkok + Factory01 / Bangkok Client: Central Department Store Category: Online-only Films & Video / Over 60 Seconds - Single
Don't Run Out Agency: Kamp Grizzly / Portland Client: Uber Eats Category: Online-only Films & Video / Over 60 Seconds - Single
Files of Freedom Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo Client: Mercado Livre Category: Active Engagement / Call to Action
Lu from Magalu Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo Client: Magazine Luiza Category: Influencer Marketing / Multi-Channel
Dorm Roomz Agency: Amazon / Seattle Client: Amazon Category: Influencer Marketing / Multi-Channel
The Eye Tracker Agency: De La Cruz/Ogilvy / Guaynabo Client: Supermax Online Category: Websites / Mobile-only
Urban Miners Agency: NORD DDB / Oslo + NORD DDB / Stockholm Client: Elkjøp Category: Green Pencil
The Showroom Hotels Agency: FRED & FARID / Paris + La Redoute / Roubaix Client: La Redoute Category: Ecommerce
AYAts Agency: L3branding / Beijing Client: AYAts Category: Brand Identity / System
Inflation-Proof Agency: INGO / Hamburg + INGO / Stockholm Client: IKEA Al-Futtaim Category: Magazine / Series
Mannequin Spectators Agency: Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima Client: Oechsle Category: Experiential / Brand Installations
BallerCard Agency: CHEP Network / Sydney + IKEA Australia Client: IKEA Category: Promotional / Physical Items
Flip Agency: Uncommon Creative Studio / London + Pulse Films / London Client: B&Q Category: Innovation & Transformation / Innovation in Moving Image Craft
Files of Freedom Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo Client: Mercado Livre Category: User-Generated Content
Dream Transfer Agency: McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London Client: eBay UK Category: Experiential / Hybrid Events
The Best-seller Constitution Agency: GUT / São Paulo + Hefty / São Paulo Client: Mercado Livre Category: Social Post / Real-time Response
Deforestation Field Agency: We Are Social / Milano + Dubit / Leeds Client: Lavazza Foundation Category: Games / Gaming

2023 Direct Marketing Gold Pencil

Ogilvy / Bogotá + Carulla / Medellín

Carulla

The Fresh System

Innovation & Transformation / Innovation in Direct Marketing

OS23_DM018G

2023 Out of Home Gold Pencil

BETC / Paris + Lacoste / Paris

Lacoste

Unexpected Encounters

Craft / Photography

OS23_OH009G

2023 Direct Marketing Gold Pencil

Ogilvy / Bogotá + Carulla / Medellín

Carulla

The Fresh System

Experiential / Customer Experience / CX

OS23_DM005G

2023 Moving Image Craft & Production Gold Pencil

Uncommon Creative Studio / London + Pulse Films / London

B&Q

Flip

Production Design

OS23_MI007G

2023 Film & Video Silver Pencil

Uncommon Creative Studio / London + Pulse Films / London

B&Q

Flip

Television & VOD / Over 60 Seconds - Single

OS23_FI016S

2023 Direct Marketing Silver Pencil

GUT / Buenos Aires

Mercado Libre

Real Street Style

Craft / Data-Driven Personalization

OS23_DM032S

2023 Moving Image Craft & Production Silver Pencil

Rethink + IKEA

IKEA

The Troll

Cinematography / Single

OS23_MI020S

2023 Public Relations Silver Pencil

GUT / São Paulo + Hefty / São Paulo

Mercado Livre

The Best-seller Constitution

Current Event Response

OS23_PR017S

2023 Moving Image Craft & Production Silver Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Rift

Visual Effects / Single

OS23_MI023S

2023 Out of Home Silver Pencil

BETC / Paris + Lacoste / Paris

Lacoste

Unexpected Encounters

Billboards & Transit / Series

OS23_OH015S

2023 Moving Image Craft & Production Silver Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Rift

Direction / Single

OS23_MI014S

2023 Film & Video Bronze Pencil

Rethink + IKEA

IKEA

The Troll

Television & VOD / Over 60 Seconds - Single

OS23_FI032B

2023 Gaming Bronze Pencil

NORD DDB / Oslo + NORD DDB / Stockholm

Elkjøp

Urban Miners

Gaming for Good

OS23_GA013B

2023 Music & Sound Craft Bronze Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Rift

Sound Design

OS23_MS020B

2023 Brand-Side / In-House Bronze Pencil

Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Lu from Magalu

Brand Building / Brand Personality

OS23_BS012B

2023 Moving Image Craft & Production Bronze Pencil

SERVICEPLAN GERMANY / Munich

PENNY

The Rift

Casting

OS23_MI039B

2023 Out of Home Bronze Pencil

Rethink + IKEA

IKEA

Window Shopping

Experiential & Installations / Brand Installations

OS23_OH025B

2023 Out of Home Bronze Pencil

Special / Sydney + Mediacom / Sydney + Hello Social / Sydney + Herd MSL / Sydney

Uber Eats

Get Almost Almost Anything

Craft / Writing

OS23_OH031B

2023 Social Media Bronze Pencil

McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid

IKEA

Trapped in the 90s

Influencer Marketing / Multi-Channel

OS23_SM038B

2023 Moving Image Craft & Production Bronze Pencil

Rethink + IKEA

IKEA

The Troll

Visual Effects / Single

OS23_MI037B

2023 Direct Marketing Bronze Pencil

GUT / Buenos Aires

Mercado Libre

Real Street Style

Digital & Online / Ecommerce

OS23_DM043B

2023 Creative Use of Data Bronze Pencil

De La Cruz/Ogilvy / Guaynabo

Supermax Online

The Eye Tracker

Real-Time Data

OS23_CU013B

2023 Social Media Merit Award

Amazon / Seattle

Amazon

A Holiday Classic Returns

Craft / Writing

OS23_SM112M

2023 Brand-Side / In-House Merit Award

Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Lu from Magalu

Brand-Side / External Agency Collaboration

OS23_BS029M

2023 Public Relations Merit Award

GUT / São Paulo + Hefty / São Paulo

Mercado Livre

The Best-seller Constitution

Brand Voice

OS23_PR067M

2023 Public Relations Merit Award

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Lu from Magalu

Brand Voice

OS23_PR068M

2023 Creative Effectiveness Merit Award

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Lu from Magalu

Creative Effectiveness / Consumer / Brand

OS23_CE014M

2023 Moving Image Craft & Production Merit Award

SERVICEPLAN GERMANY / Munich

PENNY

The Rift

Cinematography / Single

OS23_MI086M

2023 Branded Entertainment Merit Award

McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid

IKEA

Trapped in the 90s

Experiential / In-Person Events

OS23_BE077M

2023 Interactive, Online & Mobile Merit Award

FRED & FARID / Paris + La Redoute / Roubaix

La Redoute

The Showroom Hotels

Brand Partnerships

OS23_IN073M

2023 Music & Sound Craft Merit Award

GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo

Mercado Livre

Files of Freedom

Custom / User-Generated Content

OS23_MS025M

2023 Interactive, Online & Mobile Merit Award

De La Cruz/Ogilvy / Guaynabo

Supermax Online

The Eye Tracker

Utility / Ecommerce

OS23_IN047M

2023 Experiential & Immersive Merit Award

Edelman / New York + United Entertainment Group / New York

eBay

Wear 'Em Out Store

Events / In-Person

OS23_EX039M

2023 Film & Video Merit Award

Wolf BKK / Bangkok + Central Retail / Bangkok + Factory01 / Bangkok

Central Department Store

Girls In White

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

OS23_FI088M

2023 Film & Video Merit Award

Kamp Grizzly / Portland

Uber Eats

Don't Run Out

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

OS23_FI104M

2023 Social Media Merit Award

GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo

Mercado Livre

Files of Freedom

Active Engagement / Call to Action

OS23_SM081M

2023 Social Media Merit Award

Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo

Magazine Luiza

Lu from Magalu

Influencer Marketing / Multi-Channel

OS23_SM104M

2023 Social Media Merit Award

Amazon / Seattle

Amazon

Dorm Roomz

Influencer Marketing / Multi-Channel

OS23_SM105M

2023 Interactive, Online & Mobile Merit Award

De La Cruz/Ogilvy / Guaynabo

Supermax Online

The Eye Tracker

Websites / Mobile-only

OS23_IN037M

2023 Green Pencil Merit Award

NORD DDB / Oslo + NORD DDB / Stockholm

Elkjøp

Urban Miners

Green Pencil

OS23_GP003M

2023 Experiential & Immersive Merit Award

FRED & FARID / Paris + La Redoute / Roubaix

La Redoute

The Showroom Hotels

Ecommerce

OS23_EX051M

2023 Design Merit Award

L3branding / Beijing

AYAts

AYAts

Brand Identity / System

OS23_DE071M

2023 Print & Promotional Merit Award

INGO / Hamburg + INGO / Stockholm

IKEA Al-Futtaim

Inflation-Proof

Magazine / Series

OS23_PT033M

2023 Direct Marketing Merit Award

Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima

Oechsle

Mannequin Spectators

Experiential / Brand Installations

OS23_DM070M

2023 Design Merit Award

CHEP Network / Sydney + IKEA Australia

IKEA

BallerCard

Promotional / Physical Items

OS23_DE105M

2023 Moving Image Craft & Production Merit Award

Uncommon Creative Studio / London + Pulse Films / London

B&Q

Flip

Innovation & Transformation / Innovation in Moving Image Craft

OS23_MI129M

2023 Social Media Merit Award

GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo

Mercado Livre

Files of Freedom

User-Generated Content

OS23_SM069M

2023 Direct Marketing Merit Award

McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London

eBay UK

Dream Transfer

Experiential / Hybrid Events

OS23_DM074M

2023 Social Media Merit Award

GUT / São Paulo + Hefty / São Paulo

Mercado Livre

The Best-seller Constitution

Social Post / Real-time Response

OS23_SM055M

2023 Branded Entertainment Merit Award

We Are Social / Milano + Dubit / Leeds

Lavazza Foundation

Deforestation Field

Games / Gaming

OS23_BE071M

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