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.

Technology-Hardware

Award

Agency

Client

Title

Category

Annual ID

Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Social Post / Single
The whole working-from-home thing Agency: Apple + SMUGGLER + Work Editorial + a52 Client: Apple Category: Innovation & Transformation / Innovation in Lockdown
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Social Post / Series
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Craft / Art Direction
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Use of Vertical Video
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Long Form Video / Single
The whole working-from-home thing Agency: Apple + SMUGGLER + Work Editorial + a52 Client: Apple Category: Online-only Video / Single
The whole working-from-home thing Agency: Apple + SMUGGLER + Work Editorial + a52 Client: Apple Category: Innovation & Transformation / Innovation in Lockdown
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Innovation & Transformation / Innovation in Branded Entertainment
Shot on iPhone 11 Pro—Hermitage Agency: TBWA\Media Arts Lab / London Client: Apple, Inc. Category: Full Length Video / Single or Series / Episodic
The whole working-from-home thing Agency: SMUGGLER + Apple Client: Apple Category: Online Films & Video / Long Form - Single
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Craft / Art Direction
Hometown — Shot on iPhone by Phillip Youmans Agency: TBWA\Media Arts Lab / Los Angeles + Apple Client: Apple, Inc. Category: Craft / Art Direction
AirPods Max Product Site Agency: Apple Client: Apple Category: Craft / Art Direction
Apple Store Opening: Sanlitun Beijing Agency: Apple Client: Apple Category: Craft / Art Direction
Microcodes Agency: CHE Proximity / Australia + Heckler / Sydney Client: Samsung Category: Active Engagement / Call to Action
AirPods Pro—Snap Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Editing / Single
AirPods Max Product Site Agency: Apple Client: Apple Category: Digital Design
The whole working-from-home thing Agency: SMUGGLER + Apple Client: Apple Category: Direction / Single
Tallk Agency: Cheil / Spain + Samsung / Spain Client: Samsung Spain Category: Digital Product
Second Life Agency: Geometry Ogilvy Japan / Tokyo + Birdman / Tokyo Client: IBM Category: Creative Use of Data
Meltdown Flags Agency: SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich Client: METER Group, Inc. Category: Data Visualization
You Love Me Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles Client: Beats by Dr. Dre Category: Short Form Video / Single
Apple "A Climate Change Promise" Agency: Barking Owl / Los Angeles + Apple MarCom / San Francisco Client: Apple Category: Sound Mixing
iPhone 12 - Make Movies Like The Movies Agency: Apple + Somesuch / Los Angeles Client: Apple Category: Cinematography / Single
Shot on iPhone 12 Pro Max I Chinese New Year—Nian Agency: TBWA\Media Arts Lab / Shanghai Client: Apple, Inc. Category: Craft / Art Direction
Chain Reaction Agency: Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles Client: HP Category: Original Music / Score
Truthmark Agency: UncleGrey Client: Canon Category: Websites / Utility
Microcodes Agency: CHE Proximity / Australia + Heckler / Sydney Client: Samsung Category: Innovation & Transformation / Innovation in Integrated
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Mobile-First Video / Over 15 Seconds
Shot on iPhone by Damien Chazelle–Vertical Cinema Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Online Films & Video / Long Form - Series
Meltdown Flags Agency: SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich Client: METER Group, Inc. Category: Posters / Series
The whole working-from-home thing Agency: SMUGGLER + Apple Client: Apple Category: Long Form Video / Single
Shot on iPhone 12 Pro Max I Chinese New Year—Nian Agency: TBWA\Media Arts Lab / Shanghai Client: Apple, Inc. Category: Long Form Video / Single
Augmented Archaeology Agency: Ogilvy / Beijing Client: Huawei Device Co., Ltd. Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Long Live Love Agency: FCB / Chicago + FCBX / Chicago + MediaMonks / Los Angeles + Current Global / Chicago Client: Canon, USA Category: Experiential / Augmented, Virtual & Mixed Reality (AR, VR, MR)
The Adulthood Agency: Arts & Letters Creative Co. / Richmond + Google Client: Chromebook Category: Craft / Animation
The Unseen Ballet Agency: VMLY&R / New York + Dell Technologies / New York + Resonant Pictures / New York + Cut + Run / New York Client: Dell Technologies Category: Experiential / Immersive / Events
Augmented Archaeology Agency: Ogilvy / Beijing Client: Huawei Device Co., Ltd. Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Shot on iPhone 12 Pro Max I Chinese New Year—Nian Agency: TBWA\Media Arts Lab / Shanghai Client: Apple, Inc. Category: Craft / Art Direction
VAR Discount Agency: NORD DDB / Stockholm Client: Elkjøp Category: Innovation & Transformation / Innovation in Direct Marketing
Co2ncious Agency: BETC / Paris Client: Back Market Category: Applications
VAR Discount Agency: NORD DDB / Stockholm Client: Elkjøp Category: Experiential / Live Events
Ironing Agency: Droga5 / London + Biscuit Filmworks / London Client: Amazon Category: Television & VOD / Long Form - Single
Alexa's Body Agency: Hungry Man Productions / Los Angeles + Lucky Generals / London Client: Amazon Alexa Category: Television & VOD / Long Form - Single
AirPods Pro — Jump Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Television & VOD / Long Form - Single
Meltdown Flags Agency: SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich Client: METER Group, Inc. Category: Out of Home / Series
The whole working-from-home thing Agency: Apple + SMUGGLER + Work Editorial + a52 Client: Apple Category: Casting
iPhone 12 - Make Movies Like The Movies Agency: Apple + Somesuch / Los Angeles + Trim / London Client: Apple Category: Editing / Single
AirPods Pro — Jump Agency: TBWA\Media Arts Lab / Los Angeles Client: Apple, Inc. Category: Editing / Single

2021 Social Media Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Social Post / Single

OS_SM21_008G

2021 Film Gold Pencil

Apple + SMUGGLER + Work Editorial + a52

Apple

The whole working-from-home thing

Innovation & Transformation / Innovation in Lockdown

OS_FI21_039G

2021 Social Media Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Social Post / Series

OS_SM21_011G

2021 Mobile Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Craft / Art Direction

OS_MO21_011G

2021 Moving Image Craft Gold Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Use of Vertical Video

OS_MI21_028G

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Long Form Video / Single

OS_BE21_004S

2021 Interactive & Online Silver Pencil

Apple + SMUGGLER + Work Editorial + a52

Apple

The whole working-from-home thing

Online-only Video / Single

OS_IN21_011S

2021 Moving Image Craft Silver Pencil

Apple + SMUGGLER + Work Editorial + a52

Apple

The whole working-from-home thing

Innovation & Transformation / Innovation in Lockdown

OS_MI21_035S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Innovation & Transformation / Innovation in Branded Entertainment

OS_BE21_027S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / London

Apple, Inc.

Shot on iPhone 11 Pro—Hermitage

Full Length Video / Single or Series / Episodic

OS_BE21_005S

2021 Film Silver Pencil

SMUGGLER + Apple

Apple

The whole working-from-home thing

Online Films & Video / Long Form - Single

OS_FI21_021S

2021 Branded Entertainment Silver Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Craft / Art Direction

OS_BE21_021S

2021 Direct Marketing Bronze Pencil

TBWA\Media Arts Lab / Los Angeles + Apple

Apple, Inc.

Hometown — Shot on iPhone by Phillip Youmans

Craft / Art Direction

OS_DM21_029B

2021 Design Bronze Pencil

Apple

Apple

AirPods Max Product Site

Craft / Art Direction

OS_DE21_032B

2021 Design Bronze Pencil

Apple

Apple

Apple Store Opening: Sanlitun Beijing

Craft / Art Direction

OS_DE21_033B

2021 Social Media Bronze Pencil

CHE Proximity / Australia + Heckler / Sydney

Samsung

Microcodes

Active Engagement / Call to Action

OS_SM21_026B

2021 Moving Image Craft Bronze Pencil

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

AirPods Pro—Snap

Editing / Single

OS_MI21_017B

2021 Design Bronze Pencil

Apple

Apple

AirPods Max Product Site

Digital Design

OS_DE21_021B

2021 Moving Image Craft Bronze Pencil

SMUGGLER + Apple

Apple

The whole working-from-home thing

Direction / Single

OS_MI21_006B

2021 IP & Products Bronze Pencil

Cheil / Spain + Samsung / Spain

Samsung Spain

Tallk

Digital Product

OS_IP21_007B

2021 Digital Craft Bronze Pencil

Geometry Ogilvy Japan / Tokyo + Birdman / Tokyo

IBM

Second Life

Creative Use of Data

OS_DC21_008B

2021 Creative Use of Data Bronze Pencil

SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich

METER Group, Inc.

Meltdown Flags

Data Visualization

OS_CU21_004B

2021 Branded Entertainment Bronze Pencil

Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles

Beats by Dr. Dre

You Love Me

Short Form Video / Single

OS_BE21_002B

2021 Music & Sound Craft Bronze Pencil

Barking Owl / Los Angeles + Apple MarCom / San Francisco

Apple

Apple "A Climate Change Promise"

Sound Mixing

OS_MS21_019B

2021 Moving Image Craft Bronze Pencil

Apple + Somesuch / Los Angeles

Apple

iPhone 12 - Make Movies Like The Movies

Cinematography / Single

OS_MI21_019B

2021 Branded Entertainment Bronze Pencil

TBWA\Media Arts Lab / Shanghai

Apple, Inc.

Shot on iPhone 12 Pro Max I Chinese New Year—Nian

Craft / Art Direction

OS_BE21_022B

2021 Music & Sound Craft Bronze Pencil

Squeak E. Clean Studios / Los Angeles + Goodby Silverstein & Partners / San Francisco + Kevin + Biscuit Filmworks / Los Angeles

HP

Chain Reaction

Original Music / Score

OS_MS21_013B

2021 Interactive & Online Merit Award

UncleGrey

Canon

Truthmark

Websites / Utility

OS_IN21_029M

2021 Integrated Merit Award

CHE Proximity / Australia + Heckler / Sydney

Samsung

Microcodes

Innovation & Transformation / Innovation in Integrated

OS_IG21_039M

2021 Mobile Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Mobile-First Video / Over 15 Seconds

OS_MO21_024M

2021 Film Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

Shot on iPhone by Damien Chazelle–Vertical Cinema

Online Films & Video / Long Form - Series

OS_FI21_114M

2021 Print Merit Award

SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich

METER Group, Inc.

Meltdown Flags

Posters / Series

OS_PT21_048M

2021 Branded Entertainment Merit Award

SMUGGLER + Apple

Apple

The whole working-from-home thing

Long Form Video / Single

OS_BE21_045M

2021 Branded Entertainment Merit Award

TBWA\Media Arts Lab / Shanghai

Apple, Inc.

Shot on iPhone 12 Pro Max I Chinese New Year—Nian

Long Form Video / Single

OS_BE21_046M

2021 Experiential & Immersive Merit Award

Ogilvy / Beijing

Huawei Device Co., Ltd.

Augmented Archaeology

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

OS_EX21_060M

2021 Interactive & Online Merit Award

FCB / Chicago + FCBX / Chicago + MediaMonks / Los Angeles + Current Global / Chicago

Canon, USA

Long Live Love

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

OS_IN21_055M

2021 Design Merit Award

Arts & Letters Creative Co. / Richmond + Google

Chromebook

The Adulthood

Craft / Animation

OS_DE21_178M

2021 Health, Wellness & Pharma Merit Award

VMLY&R / New York + Dell Technologies / New York + Resonant Pictures / New York + Cut + Run / New York

Dell Technologies

The Unseen Ballet

Experiential / Immersive / Events

OS_HW21_036M

2021 Mobile Merit Award

Ogilvy / Beijing

Huawei Device Co., Ltd.

Augmented Archaeology

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

OS_MO21_026M

2021 Interactive & Online Merit Award

TBWA\Media Arts Lab / Shanghai

Apple, Inc.

Shot on iPhone 12 Pro Max I Chinese New Year—Nian

Craft / Art Direction

OS_IN21_063M

2021 Direct Marketing Merit Award

NORD DDB / Stockholm

Elkjøp

VAR Discount

Innovation & Transformation / Innovation in Direct Marketing

OS_DM21_116M

2021 Mobile Merit Award

BETC / Paris

Back Market

Co2ncious

Applications

OS_MO21_015M

2021 Direct Marketing Merit Award

NORD DDB / Stockholm

Elkjøp

VAR Discount

Experiential / Live Events

OS_DM21_064M

2021 Film Merit Award

Droga5 / London + Biscuit Filmworks / London

Amazon

Ironing

Television & VOD / Long Form - Single

OS_FI21_053M

2021 Film Merit Award

Hungry Man Productions / Los Angeles + Lucky Generals / London

Amazon Alexa

Alexa's Body

Television & VOD / Long Form - Single

OS_FI21_057M

2021 Film Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

AirPods Pro — Jump

Television & VOD / Long Form - Single

OS_FI21_066M

2021 Design Merit Award

SERVICEPLAN GERMANY / Munich + MEDIAPLUS GERMANY / Munich

METER Group, Inc.

Meltdown Flags

Out of Home / Series

OS_DE21_128M

2021 Moving Image Craft Merit Award

Apple + SMUGGLER + Work Editorial + a52

Apple

The whole working-from-home thing

Casting

OS_MI21_099M

2021 Moving Image Craft Merit Award

Apple + Somesuch / Los Angeles + Trim / London

Apple

iPhone 12 - Make Movies Like The Movies

Editing / Single

OS_MI21_065M

2021 Moving Image Craft Merit Award

TBWA\Media Arts Lab / Los Angeles

Apple, Inc.

AirPods Pro — Jump

Editing / Single

OS_MI21_070M

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