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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Award
Agency
Client
Title
Category
Annual ID
Soulfuel™️ Safe Lamp™️
Agency: Joe Public United / Johannesburg
Client: Chicken Licken Category: Physical Product / Promotional
The Milk Captcha
Agency: Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client: Oatly Category: Brand-Side Initiated & Originated Projects
Human Bait
Agency: Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client: SC Johnson / Raid Category: Non-traditional & Guerrilla Marketing
An Ad In An Ad In An Ad
Agency: Oatly Department of Mind Control / Malmö + Rochefort / Amsterdam
Client: Oatly Category: Online & Mobile Video / Online-only Video - Single
The ScrapsBook
Agency: Rethink + IKEA
Client: IKEA Canada Category: Promotional Items / Booklets / Books / Brochures
The Milk Captcha
Agency: Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client: Oatly Category: Digital & Online / Banners & Pop-ups
Be Who You Are: Italo Ferreira
Agency: Cut+Run / Santa Monica + Lockt
Client: Oakley Category: Editing / Single
Colour Spoilers
Agency: Sid Lee + Starcom + Lowe's Canada
Client: Lowe's Canada Category: Online & Mobile Video / Pre-Roll
The Cristiano Bottle
Agency: Rethink + IKEA
Client: IKEA Canada Category: Social Post / Real-time Response
The Tent Mender
Agency: Hand Made Productions + MadeCreativeGroup + P&G + The Story Lab
Client: P&G/Tide Category: Full Length Video / Single or Series / Episodic
Coded: The Hidden Love of J.C. Leyendecker
Agency: Imagine Documentaries / Los Angeles + Delirio Films / Los Angeles + P&G Studios / Cincinnati + Tripod Media / Los Angeles
Client: P&G Category: Full Length Video / Single or Series / Episodic
Colour Spoilers
Agency: Sid Lee + Starcom + Lowe's Canada
Client: Lowe's Canada Category: Online & Mobile Video / Online-only Video - Series
Shelter Signboard
Agency: Wunderman Thompson Bangkok
Client: Tra Mongkut Fertilizer Category: Innovation & Transformation / Innovation in Out of Home
Sneaky Stings
Agency: HelloFCB+ + Fuelcontent + HeyPapaLegend
Client: NetFlorist Category: Broadcast / Series
Human Bait
Agency: Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client: SC Johnson / Raid Category: Brand Voice
Our Little World
Agency: Rethink + IKEA + Scouts Honour
Client: IKEA Canada Category: Cinematography / Single
ReStory
Agency: Happiness / An FCB alliance / Brussels
Client: Canon Category: Events / Stunts / Competitions / In-Person
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Design
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: CMO Pencil
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Non-traditional & Guerrilla Marketing
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Design
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Experiential
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Games / Digital & Physical
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Physical Product
The Leica Bauhaus Workshops
Agency: Arnold Worldwide / Boston
Client: Leica Store Boston Category: Craft / Art Direction
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Branded Entertainment
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Brand Transformation
The Walkumentary
Agency: DentsuBos / Toronto + Brita / Toronto
Client: Brita Category: Online-only Video / Pre-Roll - Single
The Leica Bauhaus Workshops
Agency: Arnold Worldwide / Boston
Client: Leica Store Boston Category: Craft / Art Direction
Silence the Critics
Agency: MJZ / Los Angeles + MJZ / London + Mother / London
Client: IKEA Category: Online Films & Video / Long Form - Single
Embarrassing Plastic Bags
Agency: Rethink
Client: East West Market Category: Promotional / Collateral Items
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Branding / Branded Item
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Reputation Management
Embarrassing Plastic Bags
Agency: Rethink
Client: East West Market Category: Out of Home / P.O.P. & In-Store
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Packaging / Specialty
The Great Chase
Agency: MJZ / Los Angeles + Wieden+Kennedy / Shanghai
Client: Nike Category: Craft - Direction / Single
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Integrated Branding Campaign
Scent By
Agency: Ogilvy / Chicago
Client: SC Johnson - Glade Category: Experiential & Installations / Experiential & Immersive
The Leica Bauhaus Workshops
Agency: Arnold Worldwide / Boston
Client: Leica Store Boston Category: Craft / Illustration
Silence the Critics
Agency: MJZ / Los Angeles + MJZ / London + Mother / London
Client: IKEA Category: Craft - Animation / Single
Scent By
Agency: Ogilvy / Chicago
Client: SC Johnson - Glade Category: Innovation in Integrated Branding
Scent By
Agency: Ogilvy / Chicago
Client: SC Johnson - Glade Category: Single Country or Region / Consumer / Brand
Samsung Galaxy A - #danceAwesome
Agency: R/GA / New York + Wieden+Kennedy / Amsterdam
Client: Samsung Electronics Co. Ltd. Category: Digital & Online / Social Media Post - Single
Award:
2022 Public Relations Silver Pencil
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The Cristiano Bottle
Category:
Current Event Response
Annual ID:
OS22_PR013S
Award:
2022 IP & Products Silver Pencil
Agency:
Joe Public United / Johannesburg
Client:
Chicken Licken
Title:
Soulfuel™️ Safe Lamp™️
Category:
Physical Product / Promotional
Annual ID:
OS22_IP005S
Award:
2022 Brand-Side / In-House Bronze Pencil
Agency:
Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client:
Oatly
Title:
The Milk Captcha
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS008B
Award:
2022 Direct Marketing Bronze Pencil
Agency:
Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client:
SC Johnson / Raid
Title:
Human Bait
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS22_DM036B
Award:
2022 Direct Marketing Merit Award
Agency:
Happiness / An FCB alliance / Brussels
Client:
Canon
Title:
ReStory
Category:
Physical Items
Annual ID:
OS22_DM048M
Award:
2022 Interactive, Online & Mobile Merit Award
Agency:
Oatly Department of Mind Control / Malmö + Rochefort / Amsterdam
Client:
Oatly
Title:
An Ad In An Ad In An Ad
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS22_IN057M
Award:
2022 Print Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The ScrapsBook
Category:
Promotional Items / Booklets / Books / Brochures
Annual ID:
OS22_PT042M
Award:
2022 Direct Marketing Merit Award
Agency:
Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client:
Oatly
Title:
The Milk Captcha
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS22_DM075M
Award:
2022 Moving Image Craft Merit Award
Agency:
Cut+Run / Santa Monica + Lockt
Client:
Oakley
Title:
Be Who You Are: Italo Ferreira
Category:
Editing / Single
Annual ID:
OS22_MI085M
Award:
2022 Green Pencil Merit Award
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Green Pencil
Annual ID:
OS22_GP008M
Award:
2022 Interactive, Online & Mobile Merit Award
Agency:
Sid Lee + Starcom + Lowe's Canada
Client:
Lowe's Canada
Title:
Colour Spoilers
Category:
Online & Mobile Video / Pre-Roll
Annual ID:
OS22_IN055M
Award:
2022 Social Media Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The Cristiano Bottle
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM058M
Award:
2022 Branded Entertainment Merit Award
Agency:
Hand Made Productions + MadeCreativeGroup + P&G + The Story Lab
Client:
P&G/Tide
Title:
The Tent Mender
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS22_BE058M
Award:
2022 Branded Entertainment Merit Award
Agency:
Imagine Documentaries / Los Angeles + Delirio Films / Los Angeles + P&G Studios / Cincinnati + Tripod Media / Los Angeles
Client:
P&G
Title:
Coded: The Hidden Love of J.C. Leyendecker
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS22_BE060M
Award:
2022 Interactive, Online & Mobile Merit Award
Agency:
Sid Lee + Starcom + Lowe's Canada
Client:
Lowe's Canada
Title:
Colour Spoilers
Category:
Online & Mobile Video / Online-only Video - Series
Annual ID:
OS22_IN061M
Award:
2022 Out of Home Merit Award
Agency:
Wunderman Thompson Bangkok
Client:
Tra Mongkut Fertilizer
Title:
Shelter Signboard
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS22_OH080M
Award:
2022 Social Media Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The Cristiano Bottle
Category:
Social Post / Single
Annual ID:
OS22_SM053M
Award:
2022 Design Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The ScrapsBook
Category:
Editorial / Books
Annual ID:
OS22_DE068M
Award:
2022 Radio & Audio Merit Award
Agency:
HelloFCB+ + Fuelcontent + HeyPapaLegend
Client:
NetFlorist
Title:
Sneaky Stings
Category:
Broadcast / Series
Annual ID:
OS22_RA026M
Award:
2022 Public Relations Merit Award
Agency:
Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client:
SC Johnson / Raid
Title:
Human Bait
Category:
Brand Voice
Annual ID:
OS22_PR052M
Award:
2022 Moving Image Craft Merit Award
Agency:
Rethink + IKEA + Scouts Honour
Client:
IKEA Canada
Title:
Our Little World
Category:
Cinematography / Single
Annual ID:
OS22_MI103M
Award:
2022 Experiential & Immersive Merit Award
Agency:
Happiness / An FCB alliance / Brussels
Client:
Canon
Title:
ReStory
Category:
Events / Stunts / Competitions / In-Person
Annual ID:
OS22_EX029M
Award:
2020 Design Best of Discipline Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Annual ID:
OS_DE20_001G
Award:
2020 CMO Pencil CMO Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
CMO Pencil
Annual ID:
OS_CM20_001G
Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_020G
Award:
2020 Design Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Annual ID:
OS_DE20_001G
Award:
2020 Experiential & Immersive Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Experiential
Annual ID:
OS_EX20_025G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_018G
Award:
2020 IP & Products Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Physical Product
Annual ID:
OS_IP20_002G
Award:
2020 Print Gold Pencil
Agency:
Arnold Worldwide / Boston
Client:
Leica Store Boston
Title:
The Leica Bauhaus Workshops
Category:
Craft / Art Direction
Annual ID:
OS_PT20_018G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_032G
Award:
2020 Integrated Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Brand Transformation
Annual ID:
OS_IG20_008G
Award:
2020 Interactive & Online Silver Pencil
Agency:
DentsuBos / Toronto + Brita / Toronto
Client:
Brita
Title:
The Walkumentary
Category:
Online-only Video / Pre-Roll - Single
Annual ID:
OS_IN20_016S
Award:
2020 Out of Home Silver Pencil
Agency:
Arnold Worldwide / Boston
Client:
Leica Store Boston
Title:
The Leica Bauhaus Workshops
Category:
Craft / Art Direction
Annual ID:
OS_OH20_020S
Award:
2020 Film Silver Pencil
Agency:
MJZ / Los Angeles + MJZ / London + Mother / London
Client:
IKEA
Title:
Silence the Critics
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI20_025S
Award:
2020 Design Silver Pencil
Agency:
Rethink
Client:
East West Market
Title:
Embarrassing Plastic Bags
Category:
Promotional / Collateral Items
Annual ID:
OS_DE20_017S
Award:
2020 Design Silver Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Branding / Branded Item
Annual ID:
OS_DE20_002S
Award:
2020 Public Relations Silver Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Reputation Management
Annual ID:
OS_PR20_017S
Award:
2020 Direct Marketing Bronze Pencil
Agency:
Rethink
Client:
East West Market
Title:
Embarrassing Plastic Bags
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DI20_005B
Award:
2020 Design Bronze Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Packaging / Specialty
Annual ID:
OS_DE20_021B
Award:
2020 Moving Image Craft Bronze Pencil
Agency:
MJZ / Los Angeles + Wieden+Kennedy / Shanghai
Client:
Nike
Title:
The Great Chase
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_012B
Award:
2020 Integrated Bronze Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_004B
Award:
2020 Out of Home Bronze Pencil
Agency:
Ogilvy / Chicago
Client:
SC Johnson - Glade
Title:
Scent By
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS_OH20_017B
Award:
2020 Print Bronze Pencil
Agency:
Arnold Worldwide / Boston
Client:
Leica Store Boston
Title:
The Leica Bauhaus Workshops
Category:
Craft / Illustration
Annual ID:
OS_PT20_025B
Award:
2020 Integrated Bronze Pencil
Agency:
Ogilvy / Chicago
Client:
SC Johnson - Glade
Title:
Scent By
Category:
Co-Promotions
Annual ID:
OS_IG20_013B
Award:
2020 Moving Image Craft Bronze Pencil
Agency:
MJZ / Los Angeles + MJZ / London + Mother / London
Client:
IKEA
Title:
Silence the Critics
Category:
Craft - Animation / Single
Annual ID:
OS_MI20_024B
Award:
2020 Integrated Merit Award
Agency:
Ogilvy / Chicago
Client:
SC Johnson - Glade
Title:
Scent By
Category:
Innovation in Integrated Branding
Annual ID:
OS_IG20_050M
Award:
2020 Creative Effectiveness Merit Award
Agency:
Ogilvy / Chicago
Client:
SC Johnson - Glade
Title:
Scent By
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE20_027M
Award:
2020 Social Media Merit Award
Agency:
Wieden+Kennedy / Amsterdam
Client:
Nike Kids
Title:
You're It
Category:
Active Engagement
Annual ID:
OS_SM20_075M
Award:
2020 Direct Marketing Merit Award
Agency:
R/GA / New York + Wieden+Kennedy / Amsterdam
Client:
Samsung Electronics Co. Ltd.
Title:
Samsung Galaxy A - #danceAwesome
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_091M