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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fashion / clothing / footwear / accessories
Award
Agency
Client
Title
Category
Annual ID
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Physical Product / In-Market
Camouflage Against the Machines
Agency: DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client: UNLABELED, NEXUSVII. Category: Storytelling
Liquid Billboard
Agency: Havas Middle East / Dubai + Jack Morton / Dubai
Client: adidas Category: Brand Installations
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Events / Stunts / Competitions / Virtual
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Integrated PR Campaign
Camouflage Against the Machines
Agency: DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client: UNLABELED, NEXUSVII. Category: Innovation & Transformation / Innovation in Design
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Public Relations
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Promotional / Collateral Items
Liquid Billboard
Agency: Havas Middle East / Dubai + Jack Morton / Dubai
Client: adidas Category: Experiential & Installations / Brand Installations
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Social Channel / Multi-Platform
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Social Media Post / Single
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Social Post / Real-time Response
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Craft / Photography
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Stunts & Activations
Unity Laces
Agency: Joe Public United / Johannesburg
Client: Converse Category: Innovation & Transformation / Innovation in Print
Sea Level Re-Boot
Agency: Forsman & Bodenfors / Göteborg + Superstudio / Göteborg
Client: Tretorn Category: Physical Items
CO2AT
Agency: Stream and Tough Guy / Lisboa + This is Pacifica / Matosinhos
Client: Azgard 9 Category: Physical Items
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Physical Items
One/Second/Suit
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Television & VOD / Long Form - Single
Camouflage Against the Machines
Agency: DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client: UNLABELED, NEXUSVII. Category: Physical Product / In-Market
Unity Laces
Agency: Joe Public United / Johannesburg
Client: Converse Category: Craft / Art Direction
New Fairies
Agency: Wieden+Kennedy / São Paulo + Stink / São Paulo + Supersonica / São Paulo + Nike / São Paulo
Client: Nike / Institutional Category: Online & Mobile Video / Online-only Video - Single
Look Yourself
Agency: Deutsch LA / Los Angeles + Steelhead / Los Angeles
Client: Walmart Category: Social Post / Series
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Events & Experiential
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Targeted Video / On Location
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Direct Marketing
Unity Laces
Agency: Joe Public United / Johannesburg
Client: Converse Category: Craft / Art Direction
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Active Engagement / Call to Action
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Design
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Current Event Response
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Current Event Response
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Social Channel / Single Platform
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Experiential
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Integrated Campaign
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Integrated Campaign
Magic Music Box
Agency: Wieden+Kennedy / São Paulo + Supersonica / São Paulo + Focos cenografia / São Paulo + Fuze Image / São Paulo
Client: Nike / Institutional Category: Promotional / Collateral Items
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Influencer Marketing / Single Channel
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Murals
adidas Originals x ESPN Top Ten Hi 1979 Drop
Agency: Iris Worldwide / Atlanta + Autumn Line + Summer Winter + We Create Cool Things
Client: adidas Originals Category: Packaging / Specialty
Untethered
Agency: Little Minx / Los Angeles + On / Zürich
Client: On Category: Long Form Video / Single
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Integrated Branding Campaign
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Experiential & Immersive
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Craft / Photography
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Non-traditional & Guerrilla Marketing
Crocodile Inside
Agency: BETC / Paris
Client: Lacoste Category: Television & VOD / Long Form - Single
Air Max Graffiti Stores
Agency: AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client: Nike Category: Innovation in Out of Home
Crocodile Free
Agency: BETC / Paris
Client: Lacoste Category: Experiential & Installations / Brand Installations
Crocodile Inside, The Film
Agency: ICONOCLAST / Paris + BETC / Paris
Client: Lacoste Category: Craft - Visual Effects / Single
Award:
2022 IP & Products Silver Pencil
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Physical Product / In-Market
Annual ID:
OS22_IP007S
Award:
2022 Creative Use of Data Silver Pencil
Agency:
DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client:
UNLABELED, NEXUSVII.
Title:
Camouflage Against the Machines
Category:
Storytelling
Annual ID:
OS22_CU005S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
Havas Middle East / Dubai + Jack Morton / Dubai
Client:
adidas
Title:
Liquid Billboard
Category:
Brand Installations
Annual ID:
OS22_EX015S
Award:
2022 Experiential & Immersive Silver Pencil
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Events / Stunts / Competitions / Virtual
Annual ID:
OS22_EX013S
Award:
2022 Public Relations Silver Pencil
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Integrated PR Campaign
Annual ID:
OS22_PR014S
Award:
2022 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client:
UNLABELED, NEXUSVII.
Title:
Camouflage Against the Machines
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS22_DE032S
Award:
2022 Public Relations Silver Pencil
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS22_PR015S
Award:
2022 Design Silver Pencil
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Promotional / Collateral Items
Annual ID:
OS22_DE025S
Award:
2022 Out of Home Silver Pencil
Agency:
Havas Middle East / Dubai + Jack Morton / Dubai
Client:
adidas
Title:
Liquid Billboard
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS22_OH016S
Award:
2022 Social Media Bronze Pencil
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Social Channel / Multi-Platform
Annual ID:
OS22_SM019B
Award:
2022 Direct Marketing Bronze Pencil
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Social Media Post / Single
Annual ID:
OS22_DM034B
Award:
2022 Social Media Bronze Pencil
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM023B
Award:
2022 Print Bronze Pencil
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Craft / Photography
Annual ID:
OS22_PT021B
Award:
2022 Social Media Bronze Pencil
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Stunts & Activations
Annual ID:
OS22_SM030B
Award:
2022 Print Bronze Pencil
Agency:
Joe Public United / Johannesburg
Client:
Converse
Title:
Unity Laces
Category:
Innovation & Transformation / Innovation in Print
Annual ID:
OS22_PT023B
Award:
2022 Direct Marketing Merit Award
Agency:
Forsman & Bodenfors / Göteborg + Superstudio / Göteborg
Client:
Tretorn
Title:
Sea Level Re-Boot
Category:
Physical Items
Annual ID:
OS22_DM046M
Award:
2022 Direct Marketing Merit Award
Agency:
Stream and Tough Guy / Lisboa + This is Pacifica / Matosinhos
Client:
Azgard 9
Title:
CO2AT
Category:
Physical Items
Annual ID:
OS22_DM051M
Award:
2022 Direct Marketing Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Physical Items
Annual ID:
OS22_DM054M
Award:
2022 Film Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
One/Second/Suit
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI065M
Award:
2022 IP & Products Merit Award
Agency:
DENTSU INC. / Tokyo + Qosmo, Inc. / TOKYO + Dentsu Creative X Inc. / Tokyo
Client:
UNLABELED, NEXUSVII.
Title:
Camouflage Against the Machines
Category:
Physical Product / In-Market
Annual ID:
OS22_IP018M
Award:
2022 Out of Home Merit Award
Agency:
Joe Public United / Johannesburg
Client:
Converse
Title:
Unity Laces
Category:
Craft / Art Direction
Annual ID:
OS22_OH056M
Award:
2022 Interactive, Online & Mobile Merit Award
Agency:
Wieden+Kennedy / São Paulo + Stink / São Paulo + Supersonica / São Paulo + Nike / São Paulo
Client:
Nike / Institutional
Title:
New Fairies
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS22_IN059M
Award:
2022 Social Media Merit Award
Agency:
Deutsch LA / Los Angeles + Steelhead / Los Angeles
Client:
Walmart
Title:
Look Yourself
Category:
Social Post / Series
Annual ID:
OS22_SM056M
Award:
2022 Public Relations Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Events & Experiential
Annual ID:
OS22_PR036M
Award:
2022 Direct Marketing Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Targeted Video / On Location
Annual ID:
OS22_DM059M
Award:
2022 Direct Marketing Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS22_DM109M
Award:
2022 Print Merit Award
Agency:
Joe Public United / Johannesburg
Client:
Converse
Title:
Unity Laces
Category:
Craft / Art Direction
Annual ID:
OS22_PT048M
Award:
2022 Social Media Merit Award
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM070M
Award:
2022 Design Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS22_DE162M
Award:
2022 Public Relations Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Current Event Response
Annual ID:
OS22_PR064M
Award:
2022 Public Relations Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Current Event Response
Annual ID:
OS22_PR067M
Award:
2022 Social Media Merit Award
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM041M
Award:
2022 Moving Image Craft Merit Award
Agency:
Scholz & Friends
Client:
IWC Schaffhausen
Title:
Born of a Dream
Category:
Cinematography / Series
Annual ID:
OS22_MI107M
Award:
2022 Experiential & Immersive Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS22_EX070M
Award:
2022 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Integrated Campaign
Annual ID:
OS22_DM091M
Award:
2022 Direct Marketing Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Integrated Campaign
Annual ID:
OS22_DM094M
Award:
2022 Design Merit Award
Agency:
Wieden+Kennedy / São Paulo + Supersonica / São Paulo + Focos cenografia / São Paulo + Fuze Image / São Paulo
Client:
Nike / Institutional
Title:
Magic Music Box
Category:
Promotional / Collateral Items
Annual ID:
OS22_DE093M
Award:
2022 Social Media Merit Award
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Influencer Marketing / Single Channel
Annual ID:
OS22_SM081M
Award:
2022 Out of Home Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Murals
Annual ID:
OS22_OH041M
Award:
2022 Design Merit Award
Agency:
Iris Worldwide / Atlanta + Autumn Line + Summer Winter + We Create Cool Things
Client:
adidas Originals
Title:
adidas Originals x ESPN Top Ten Hi 1979 Drop
Category:
Packaging / Specialty
Annual ID:
OS22_DE096M
Award:
2022 Branded Entertainment Merit Award
Agency:
Little Minx / Los Angeles + On / Zürich
Client:
On
Title:
Untethered
Category:
Long Form Video / Single
Annual ID:
OS22_BE052M
Award:
2022 Integrated Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG029M
Award:
2022 Creative Use of Data Merit Award
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Experiential & Immersive
Annual ID:
OS22_CU023M
Award:
2022 Moving Image Craft Merit Award
Agency:
Scholz & Friends
Client:
IWC Schaffhausen
Title:
Born of a Dream
Category:
Editing / Series
Annual ID:
OS22_MI093M
Award:
2022 Out of Home Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Craft / Photography
Annual ID:
OS22_OH067M
Award:
2022 Direct Marketing Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS22_DM084M
Award:
2020 Film Gold Pencil
Agency:
BETC / Paris
Client:
Lacoste
Title:
Crocodile Inside
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_007G
Award:
2020 Out of Home Gold Pencil
Agency:
AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client:
Nike
Title:
Air Max Graffiti Stores
Category:
Innovation in Out of Home
Annual ID:
OS_OH20_031G
Award:
2020 Out of Home Gold Pencil
Agency:
BETC / Paris
Client:
Lacoste
Title:
Crocodile Free
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS_OH20_007G
Award:
2020 Moving Image Craft Gold Pencil
Agency:
ICONOCLAST / Paris + BETC / Paris
Client:
Lacoste
Title:
Crocodile Inside, The Film
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI20_027G