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.
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Agency
Client
Title
Category
Annual ID
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Brand Partnerships
She Can
Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client: Ab InBev / Guarana Antarctica Category: Brand Partnerships
Search Black-owned
Agency: Google Brand Studio / San Francisco
Client: Google Category: Agency-Initiated & Originated Projects
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Craft / Art Direction
Superb Owl
Agency: R/GA California / San Francisco
Client: Reddit Category: Creative Effectiveness / Consumer / Brand
You Can't Stop Sports
Agency: Wieden+Kennedy / Portland
Client: Nike Category: Creative Effectiveness / Consumer / Brand
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Brand Installations
Fantastic Voyage
Agency: 72andSunny / Los Angeles + Partizan + Work Editorial + Mathematic
Client: Adobe Photoshop Category: Visual Effects / Single
Upstream
Agency: Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo
Client: Toyota Motor Corporation / Toyota Motor North America Category: Visual Effects / Single
Calorie Burning URL
Agency: DDB / Chicago + Connect + ICF Next + Alma DDB / Miami
Client: Miller Lite Category: Innovation & Transformation / Innovation in Print
Google Black-Owned Friday
Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client: Google Category: Visual & Audio Craft / Music
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Billboards & Transit / Series
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Experiential / Interactive Digital Installations
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Physical Product & Mobile Integration
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Cross-Channel UX / UI / Digital / Physical
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Experiential & Installations / Experiential & Immersive
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Brand Partnerships
#JifvsGIF
Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client: The J. M. Smucker Company / Jif Category: Brand Partnerships
The Future Official Sponsors of the NWSL
Agency: VaynerMedia / New York
Client: Budweiser (USA) Category: Brand Partnerships
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Craft / Use of Visuals
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
Drowned Requiem
Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client: United4Rescue Category: Craft / Use of Sound
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Innovation & Transformation / Innovation in Experiential
Late Night Stores
Agency: DAVID / São Paulo + Loud / São Paulo + Café Royal / São Paulo
Client: Burger King Category: Low Budget / Under 50K Budget
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Direct Marketing
Superb Owl
Agency: R/GA California / San Francisco
Client: Reddit Category: Innovation & Transformation / Innovation in Direct Marketing
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Direct Marketing
PLAY NZ
Agency: TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne
Client: Tourism New Zealand Category: Livestream
Pizza Hut x IKEA SÄVA
Agency: Ogilvy / Hong Kong
Client: Pizza Hut Category: Promotional Items / Physical Products
Heinz Ketchup Puzzle
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Promotional Items / Physical Products
Maurice and The Black Bear School
Agency: Droga5 / New York + Moet Hennessy / New York + Wave Studios / New York + Somesuch / New York
Client: Hennessy Category: Television & VOD / Long Form - Single
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: Promotional / Collateral Items
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Brand Voice
Certified Story Time- Super Fresh Granny
Agency: MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago
Client: General Motors Certified Pre-Owned Category: Craft / Writing
Shot on iPhone 11 Pro—Hermitage
Agency: TBWA\Media Arts Lab / London
Client: Apple, Inc. Category: Full Length Video / Single or Series / Episodic
Home of the Billboards
Agency: DAVID / Buenos Aires
Client: Burger King Argentina Category: Innovation & Transformation / Innovation in Lockdown
#wombpainstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Craft / Animation
The whole working-from-home thing
Agency: Apple + SMUGGLER + Work Editorial + a52
Client: Apple Category: Innovation & Transformation / Innovation in Lockdown
The Match of Ages
Agency: We Believers / New York
Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
Heinz on Film
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: User-Generated Content
Farewell, Work Holiday Parties
Agency: DDB / Chicago + Arts & Sciences + Arcade + LIME Studios
Client: Miller Lite Category: Craft / Art Direction
Tipping Point
Agency: Machine / London + DDB / Paris + Pinkman.tv / Paris
Client: Ubisoft Category: Sound Mixing
Virtual Sentosa
Agency: BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore
Client: Sentosa Development Corporation Category: Innovation & Transformation / Innovation in Lockdown
Award:
2021 Public Relations Silver Pencil
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Brand Partnerships
Annual ID:
OS_PR21_020S
Award:
2021 Public Relations Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Brand Partnerships
Annual ID:
OS_PR21_021S
Award:
2021 Public Relations Silver Pencil
Agency:
SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client:
Ab InBev / Guarana Antarctica
Title:
She Can
Category:
Brand Partnerships
Annual ID:
OS_PR21_022S
Award:
2021 Print Silver Pencil
Agency:
AlmapBBDO / Sao Paulo + Gomus
Client:
Alpargatas
Title:
True Fashion
Category:
Posters / Series
Annual ID:
OS_PT21_009S
Award:
2021 Print Silver Pencil
Agency:
VMLY&R / Dubai
Client:
Colgate
Title:
Mothers Smile Strong
Category:
Posters / Series
Annual ID:
OS_PT21_010S
Award:
2021 In-House Silver Pencil
Agency:
Google Brand Studio / San Francisco
Client:
Google
Title:
Search Black-owned
Category:
Agency-Initiated & Originated Projects
Annual ID:
OS_IH21_003S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Craft / Art Direction
Annual ID:
OS_BE21_021S
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_003S
Award:
2021 Creative Effectiveness Silver Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Nike
Title:
You Can't Stop Sports
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_004S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Brand Installations
Annual ID:
OS_EX21_009S
Award:
2021 Moving Image Craft Silver Pencil
Agency:
72andSunny / Los Angeles + Partizan + Work Editorial + Mathematic
Client:
Adobe Photoshop
Title:
Fantastic Voyage
Category:
Visual Effects / Single
Annual ID:
OS_MI21_026S
Award:
2021 Moving Image Craft Silver Pencil
Agency:
Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo
Client:
Toyota Motor Corporation / Toyota Motor North America
Title:
Upstream
Category:
Visual Effects / Single
Annual ID:
OS_MI21_027S
Award:
2021 Print Silver Pencil
Agency:
DDB / Chicago + Connect + ICF Next + Alma DDB / Miami
Client:
Miller Lite
Title:
Calorie Burning URL
Category:
Innovation & Transformation / Innovation in Print
Annual ID:
OS_PT21_029S
Award:
2021 Digital Craft Silver Pencil
Agency:
BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client:
Google
Title:
Google Black-Owned Friday
Category:
Visual & Audio Craft / Music
Annual ID:
OS_DC21_010S
Award:
2021 Out of Home Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_004S
Award:
2021 Music & Sound Craft Silver Pencil
Agency:
Factory / London
Client:
Volkswagen
Title:
See The Unseen
Category:
Sound Editing
Annual ID:
OS_MS21_020S
Award:
2021 Interactive & Online Silver Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Experiential / Interactive Digital Installations
Annual ID:
OS_IN21_014S
Award:
2021 Mobile Silver Pencil
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Physical Product & Mobile Integration
Annual ID:
OS_MO21_008S
Award:
2021 Digital Craft Silver Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Cross-Channel UX / UI / Digital / Physical
Annual ID:
OS_DC21_007S
Award:
2021 Out of Home Silver Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS_OH21_013S
Award:
2021 Integrated Silver Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Brand Partnerships
Annual ID:
OS_IG21_009S
Award:
2021 Integrated Silver Pencil
Agency:
PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client:
The J. M. Smucker Company / Jif
Title:
#JifvsGIF
Category:
Brand Partnerships
Annual ID:
OS_IG21_010S
Award:
2021 Integrated Silver Pencil
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Brand Partnerships
Annual ID:
OS_IG21_011S
Award:
2021 Social Media Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Craft / Use of Visuals
Annual ID:
OS_SM21_037S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_027S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client:
United4Rescue
Title:
Drowned Requiem
Category:
Craft / Use of Sound
Annual ID:
OS_EX21_022S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Craft / Use of Technology
Annual ID:
OS_EX21_019S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_025S
Award:
2021 Film Silver Pencil
Agency:
DAVID / São Paulo + Loud / São Paulo + Café Royal / São Paulo
Client:
Burger King
Title:
Late Night Stores
Category:
Low Budget / Under 50K Budget
Annual ID:
OS_FI21_033S
Award:
2021 Direct Marketing Silver Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_035S
Award:
2021 Direct Marketing Silver Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_036S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_037S
Award:
2021 Social Media Silver Pencil
Agency:
TBWA / Sydney + Tourism New Zealand / Sydney + Eleven PR / Sydney + AIRBAG / Melbourne
Client:
Tourism New Zealand
Title:
PLAY NZ
Category:
Livestream
Annual ID:
OS_SM21_015S
Award:
2021 Print Silver Pencil
Agency:
Ogilvy / Hong Kong
Client:
Pizza Hut
Title:
Pizza Hut x IKEA SÄVA
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_015S
Award:
2021 Print Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_016S
Award:
2021 Film Silver Pencil
Agency:
Droga5 / New York + Moet Hennessy / New York + Wave Studios / New York + Somesuch / New York
Client:
Hennessy
Title:
Maurice and The Black Bear School
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_009S
Award:
2021 Design Silver Pencil
Agency:
Spotify In-House
Client:
Spotify
Title:
Alone With Me
Category:
Digital Design
Annual ID:
OS_DE21_020S
Award:
2021 Design Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_013S
Award:
2021 Public Relations Silver Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Brand Voice
Annual ID:
OS_PR21_012S
Award:
2021 Interactive & Online Silver Pencil
Agency:
MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago
Client:
General Motors Certified Pre-Owned
Title:
Certified Story Time- Super Fresh Granny
Category:
Craft / Writing
Annual ID:
OS_IN21_020S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
TBWA\Media Arts Lab / London
Client:
Apple, Inc.
Title:
Shot on iPhone 11 Pro—Hermitage
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS_BE21_005S
Award:
2021 Out of Home Silver Pencil
Agency:
DAVID / Buenos Aires
Client:
Burger King Argentina
Title:
Home of the Billboards
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_031S
Award:
2021 Design Silver Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Craft / Animation
Annual ID:
OS_DE21_037S
Award:
2021 Moving Image Craft Silver Pencil
Agency:
Apple + SMUGGLER + Work Editorial + a52
Client:
Apple
Title:
The whole working-from-home thing
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MI21_035S
Award:
2021 Film Silver Pencil
Agency:
We Believers / New York
Client:
Corona
Title:
The Match of Ages
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_041S
Award:
2021 Health, Wellness & Pharma Silver Pencil
Agency:
The Bloc / New York
Client:
Tribute
Title:
Instant Doctor
Category:
Film / Health & Wellness
Annual ID:
OS_HW21_008S
Award:
2021 Social Media Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
User-Generated Content
Annual ID:
OS_SM21_017S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
DDB / Chicago + Arts & Sciences + Arcade + LIME Studios
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Craft / Art Direction
Annual ID:
OS_EX21_017S
Award:
2021 Music & Sound Craft Silver Pencil
Agency:
Machine / London + DDB / Paris + Pinkman.tv / Paris
Client:
Ubisoft
Title:
Tipping Point
Category:
Sound Mixing
Annual ID:
OS_MS21_018S
Award:
2021 Public Relations Silver Pencil
Agency:
BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore
Client:
Sentosa Development Corporation
Title:
Virtual Sentosa
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_030S
