The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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.
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Technology Hardware - Electronics / Computers / Business Equipment / Mobile Phones
Award
Agency
Client
Title
Category
Annual ID
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Best of Brand-Side / In-House
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Best of Out of Home
Share the Joy
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client: Apple Category: Best of Moving Image Craft
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Brand Partnerships
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Brand Partnerships
Hard Knocks
Agency: EXILE / Santa Monica + Apple / Cupertino + MJZ / Los Angeles
Client: Apple Category: Editing / Single
Flipvertising
Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client: Samsung Category: Targeted Video / Online
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Music Adaptation / Song
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Online-only Films & Video / Over 60 Seconds - Single
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Video Content / Single
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Brand Partnerships
Share the Joy
Agency: Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client: Apple Category: Visual Effects / Single
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Billboards & Transit / Series
Call Me, With Timothée Chalamet
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Writing / Series
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Mobile Gaming
The Greatest
Agency: Somesuch / Los Angeles & London + Apple / Cupertino
Client: Apple Category: Direction / Single
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Craft / Writing
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Brand-Side Initiated & Originated Projects
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Innovation & Transformation / Innovation in Radio & Audio
Public Displays of Encouragement
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Craft / Writing
Escape From The Office
Agency: Apple / Cupertino + Smuggler / Los Angeles
Client: Apple Category: Writing / Single
Flipvertising
Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client: Samsung Category: Craft / Data-Driven Personalization
The Greatest
Agency: Apple / Cupertino + Trim at Cosmo Street
Client: Apple Category: Editing / Single
Escape From The Office
Agency: Apple / Cupertino + Smuggler / Los Angeles
Client: Apple Category: Long Form Video / Single
R.I.P. Leon
Agency: Apple / Cupertino
Client: Apple Category: Television & VOD / 30 Seconds and Under - Single
This is a Beats Ad
Agency: Rosewood Creative / Los Angeles + Beats by Dre / Culver City
Client: Beats by Dre Category: Social Post / Single Platform Series
Call Me, With Timothée Chalamet
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Direction / Series
The Desk Snatch Pre-Rolls
Agency: Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm
Client: Evoko Category: Online & Mobile Video / Pre-Roll
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Innovation & Transformation / Innovation in Gaming
Escape From The Office
Agency: Apple / Cupertino + Smuggler / Los Angeles
Client: Apple Category: Brand-Side Initiated & Originated Projects
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Gaming / Mobile
Call Me, With Timothée Chalamet
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Writing / Single
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Digital & Online / Gaming
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Behind the Mac: Skywalker Sound
Agency: Apple / Cupertino
Client: Apple Category: Long Form Video / Single
The Hunt
Agency: Apple / Cupertino + TBWA\Media Arts Lab / Los Angeles + TBWA\Media Arts Lab / Toronto + OMD
Client: Apple Category: Television & VOD / 30 Seconds and Under - Single
Escape From The Office
Agency: Apple / Cupertino + Smuggler / Los Angeles
Client: Apple Category: Video Content / Single
AirPods - Silhouettes x Harry Styles
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Moving Image / Single
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Gaming for Good
Google Pixel - Your Life with Pixel
Agency: Anomaly / Berlin
Client: Google Pixel Germany Category: Writing / Series
The Song Breaker Awards
Agency: Media.Monks / Los Angeles + Logitech / Los Angeles
Client: Logitech for Creators Category: Metaverse
Flipvertising
Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client: Samsung Category: Craft / Use of Technology
Share the Joy
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client: Apple Category: Direction / Single
Award:
2023 Best of Show Best of Show Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Best of Show
Annual ID:
OS23_BOS000G
Award:
2023 Brand-Side / In-House Best of Discipline Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Best of Brand-Side / In-House
Annual ID:
OS23_BS000G
Award:
2023 Out of Home Best of Discipline Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Best of Out of Home
Annual ID:
OS23_OH000G
Award:
2023 Moving Image Craft & Production Best of Discipline Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client:
Apple
Title:
Share the Joy
Category:
Best of Moving Image Craft
Annual ID:
OS23_MI000G
Award:
2023 Direct Marketing Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_DM015G
Award:
2023 Print & Promotional Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_PT007G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
EXILE / Santa Monica + Apple / Cupertino + MJZ / Los Angeles
Client:
Apple
Title:
Hard Knocks
Category:
Editing / Single
Annual ID:
OS23_MI006G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
Action Mode
Category:
Use of Licensed Music
Annual ID:
OS23_MS002G
Award:
2023 Direct Marketing Gold Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client:
Samsung
Title:
Flipvertising
Category:
Targeted Video / Online
Annual ID:
OS23_DM004G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Music Adaptation / Song
Annual ID:
OS23_MS003G
Award:
2023 Film & Video Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Online-only Films & Video / Over 60 Seconds - Single
Annual ID:
OS23_FI008G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Video Content / Single
Annual ID:
OS23_BS002G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
R.I.P. Leon
Category:
Video Content / Single
Annual ID:
OS23_BS003G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Campaigns for Good
Annual ID:
OS23_BS004G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_EX008G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client:
Apple
Title:
Share the Joy
Category:
Visual Effects / Single
Annual ID:
OS23_MI001G
Award:
2023 Out of Home Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Billboards & Transit / Series
Annual ID:
OS23_OH001G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Call Me, With Timothée Chalamet
Category:
Writing / Series
Annual ID:
OS23_MI005G
Award:
2023 Gaming Gold Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Mobile Gaming
Annual ID:
OS23_GA002G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Somesuch / Los Angeles & London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Direction / Single
Annual ID:
OS23_MI002G
Award:
2023 Print & Promotional Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Craft / Writing
Annual ID:
OS23_PT008G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS23_BS001G
Award:
2023 Radio & Audio Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS23_RA007G
Award:
2023 Out of Home Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Public Displays of Encouragement
Category:
Craft / Writing
Annual ID:
OS23_OH008G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Apple / Cupertino + Smuggler / Los Angeles
Client:
Apple
Title:
Escape From The Office
Category:
Writing / Single
Annual ID:
OS23_MI004G
Award:
2023 Direct Marketing Silver Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client:
Samsung
Title:
Flipvertising
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM031S
Award:
2023 Moving Image Craft & Production Silver Pencil
Agency:
Apple / Cupertino + Trim at Cosmo Street
Client:
Apple
Title:
The Greatest
Category:
Editing / Single
Annual ID:
OS23_MI018S
Award:
2023 Branded Entertainment Silver Pencil
Agency:
Apple / Cupertino + Smuggler / Los Angeles
Client:
Apple
Title:
Escape From The Office
Category:
Long Form Video / Single
Annual ID:
OS23_BE015S
Award:
2023 Film & Video Silver Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
R.I.P. Leon
Category:
Television & VOD / 30 Seconds and Under - Single
Annual ID:
OS23_FI012S
Award:
2023 Brand-Side / In-House Silver Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
Action Mode
Category:
Video Content / Single
Annual ID:
OS23_BS009S
Award:
2023 Social Media Silver Pencil
Agency:
Rosewood Creative / Los Angeles + Beats by Dre / Culver City
Client:
Beats by Dre
Title:
This is a Beats Ad
Category:
Social Post / Single Platform Series
Annual ID:
OS23_SM014S
Award:
2023 Moving Image Craft & Production Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Call Me, With Timothée Chalamet
Category:
Direction / Series
Annual ID:
OS23_MI016S
Award:
2023 Interactive, Online & Mobile Silver Pencil
Agency:
Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm
Client:
Evoko
Title:
The Desk Snatch Pre-Rolls
Category:
Online & Mobile Video / Pre-Roll
Annual ID:
OS23_IN014S
Award:
2023 Gaming Silver Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Innovation & Transformation / Innovation in Gaming
Annual ID:
OS23_GA009S
Award:
2023 Brand-Side / In-House Silver Pencil
Agency:
Apple / Cupertino + Smuggler / Los Angeles
Client:
Apple
Title:
Escape From The Office
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS23_BS007S
Award:
2023 Interactive, Online & Mobile Silver Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Gaming / Mobile
Annual ID:
OS23_IN017S
Award:
2023 Moving Image Craft & Production Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Call Me, With Timothée Chalamet
Category:
Writing / Single
Annual ID:
OS23_MI017S
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM045B
Award:
2023 Interactive, Online & Mobile Bronze Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Annual ID:
OS23_IN031B
Award:
2023 Music & Sound Craft Bronze Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
R.I.P. Leon
Category:
Use of Licensed Music
Annual ID:
OS23_MS017B
Award:
2023 Film & Video Bronze Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
Chase
Category:
Television & VOD / 31-60 Seconds - Single
Annual ID:
OS23_FI027B
Award:
2023 Branded Entertainment Bronze Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
Behind the Mac: Skywalker Sound
Category:
Long Form Video / Single
Annual ID:
OS23_BE029B
Award:
2023 Film & Video Bronze Pencil
Agency:
Apple / Cupertino + TBWA\Media Arts Lab / Los Angeles + TBWA\Media Arts Lab / Toronto + OMD
Client:
Apple
Title:
The Hunt
Category:
Television & VOD / 30 Seconds and Under - Single
Annual ID:
OS23_FI026B
Award:
2023 Brand-Side / In-House Bronze Pencil
Agency:
Apple / Cupertino + Smuggler / Los Angeles
Client:
Apple
Title:
Escape From The Office
Category:
Video Content / Single
Annual ID:
OS23_BS010B
Award:
2023 Design Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
AirPods - Silhouettes x Harry Styles
Category:
Moving Image / Single
Annual ID:
OS23_DE059B
Award:
2023 Gaming Bronze Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Gaming for Good
Annual ID:
OS23_GA012B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
Anomaly / Berlin
Client:
Google Pixel Germany
Title:
Google Pixel - Your Life with Pixel
Category:
Writing / Series
Annual ID:
OS23_MI028B
Award:
2023 Interactive, Online & Mobile Bronze Pencil
Agency:
Media.Monks / Los Angeles + Logitech / Los Angeles
Client:
Logitech for Creators
Title:
The Song Breaker Awards
Category:
Metaverse
Annual ID:
OS23_IN030B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy Australia
Client:
Samsung
Title:
Flipvertising
Category:
Craft / Use of Technology
Annual ID:
OS23_DM053B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD + Blacksmith / New York
Client:
Apple
Title:
Share the Joy
Category:
Direction / Single
Annual ID:
OS23_MI027B
