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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Award
Agency
Client
Title
Category
Annual ID
BOOK A TRIP
Agency: Dieste, Inc. / Dallas
Client: THE WILD DETECTIVES Category: Digital & Online / Ecommerce
Dream Number
Agency: Impact BBDO / Dubai
Client: Loto Libanais Category: Digital & Online / Ecommerce
Secret Menu
Agency: Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client: KFC Australia Category: Digital & Online / Ecommerce
Supporting Independents
Agency: R/GA / New York
Client: Shopify Category: Digital & Online / Ecommerce
Honeyfruit
Agency: BBH / Singapore + Jack Morton Worldwide / Singapore
Client: Riot Games / League of Legends: Wild Rift Category: Physical Items
HerShe
Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client: HERSHEYs Brasil Category: Physical Items
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Physical Items
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Physical Items
Non-Bob
Agency: Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client: OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute) Category: Physical Items
XXL Towel Collection
Agency: LOLA MullenLowe / Madrid
Client: Unilever/Magnum Category: Physical Items
The OREO Doomsday Vault
Agency: OREO + 360i / New York + the community / Miami
Client: Mondelēz International, Inc. Category: Physical Items
Heinz Ketchup Puzzle
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Physical Items
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: Physical Items
QR Whopper
Agency: DAVID / São Paulo
Client: Burger King Category: Digital & Online / Websites & Mobile
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Digital & Online / Websites & Mobile
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Websites & Mobile
The Future Official Sponsors of the NWSL
Agency: VaynerMedia / New York
Client: Budweiser (USA) Category: Digital & Online / Websites & Mobile
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Out of Home / P.O.P. & In-Store
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Experiential / Customer Experience / CX
Google Black-Owned Friday
Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client: Google Category: Digital & Online / Social Media Post - Series
Burger King & Friends
Agency: Buzzman / Paris
Client: Burger King France Category: Digital & Online / Social Media Post - Series
Don't drink and buy
Agency: DAVID / Miami + The Mill / Los Angeles
Client: Budweiser Category: Digital & Online / Social Media Post - Series
#Reask
Agency: MullenLowe SSP3 / Bogotá
Client: El tiempo Newspaper Category: Digital & Online / Social Media Post - Series
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Social Media Post - Series
UNBOXING
Agency: FCB&FiRe / Madrid
Client: Netflix / PlayStation Category: Experiential / Virtual Events
The World’s Tallest Donation Box
Agency: MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client: The Mohammed bin Rashid Al Maktoum Global Initiatives Category: Experiential / Virtual Events
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Experiential / Virtual Events
Calorie Burning URL
Agency: DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client: Miller Lite Category: Craft / Writing
Face the STEM Gap
Agency: Saatchi & Saatchi / New York + Hearts & Science / New York + MMI Agency / Houston + Small Girls PR / New York
Client: Procter & Gamble - Olay Skincare Category: Craft / Writing
Pedestal Project
Agency: BBDO / New York
Client: Color of Change Category: Experiential / Brand Installations
Farewell, Work Holiday Parties
Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client: Miller Lite Category: Experiential / Brand Installations
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Experiential / Brand Installations
Up The Vote
Agency: R/GA California / San Francisco
Client: Reddit Category: Out of Home / Billboards & Transit
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Digital & Online / Social Media Post - Single
Heinz on Film
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Digital & Online / Social Media Post - Single
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Social Media Post - Single
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany Category: Integrated Campaign
Burger King & Friends
Agency: Buzzman / Paris
Client: Burger King France Category: Integrated Campaign
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Integrated Campaign
The UNSeen Story
Agency: MullenLowe / New York + UN Women + MediaHub
Client: UN Women Category: Integrated Campaign
Signal for Help
Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client: Canadian Women’s Foundation Category: Integrated Campaign
Adobe x Keith Haring
Agency: dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow
Client: Adobe Category: Craft / Art Direction
Shamecards
Agency: MullenLowe / US + Produceria / São Paulo
Client: Change the Ref Category: Craft / Art Direction
Award:
2021 Direct Marketing Merit Award
Agency:
Dieste, Inc. / Dallas
Client:
THE WILD DETECTIVES
Title:
BOOK A TRIP
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_074M
Award:
2021 Direct Marketing Merit Award
Agency:
Impact BBDO / Dubai
Client:
Loto Libanais
Title:
Dream Number
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_075M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy Australia / Sydney + Ogilvy PR / Sydney + KFC Australia
Client:
KFC Australia
Title:
Secret Menu
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_076M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Merch Aid
Title:
Merch Aid
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_077M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Shopify
Title:
Supporting Independents
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_078M
Award:
2021 Direct Marketing Merit Award
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Physical Items
Annual ID:
OS_DM21_045M
Award:
2021 Direct Marketing Merit Award
Agency:
BBH / Singapore + Jack Morton Worldwide / Singapore
Client:
Riot Games / League of Legends: Wild Rift
Title:
Honeyfruit
Category:
Physical Items
Annual ID:
OS_DM21_046M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Physical Items
Annual ID:
OS_DM21_047M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client:
HERSHEYs Brasil
Title:
HerShe
Category:
Physical Items
Annual ID:
OS_DM21_048M
Award:
2021 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Physical Items
Annual ID:
OS_DM21_049M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Physical Items
Annual ID:
OS_DM21_050M
Award:
2021 Direct Marketing Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client:
OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute)
Title:
Non-Bob
Category:
Physical Items
Annual ID:
OS_DM21_051M
Award:
2021 Direct Marketing Merit Award
Agency:
LOLA MullenLowe / Madrid
Client:
Unilever/Magnum
Title:
XXL Towel Collection
Category:
Physical Items
Annual ID:
OS_DM21_052M
Award:
2021 Direct Marketing Merit Award
Agency:
OREO + 360i / New York + the community / Miami
Client:
Mondelēz International, Inc.
Title:
The OREO Doomsday Vault
Category:
Physical Items
Annual ID:
OS_DM21_053M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Physical Items
Annual ID:
OS_DM21_054M
Award:
2021 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
Physical Items
Annual ID:
OS_DM21_055M
Award:
2021 Direct Marketing Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
QR Whopper
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_069M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_070M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_071M
Award:
2021 Direct Marketing Merit Award
Agency:
UncleGrey
Client:
Canon
Title:
Truthmark
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_072M
Award:
2021 Direct Marketing Merit Award
Agency:
VaynerMedia / New York
Client:
Budweiser (USA)
Title:
The Future Official Sponsors of the NWSL
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_073M
Award:
2021 Direct Marketing Merit Award
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DM21_056M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Experiential / Customer Experience / CX
Annual ID:
OS_DM21_068M
Award:
2021 Direct Marketing Merit Award
Agency:
BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client:
Google
Title:
Google Black-Owned Friday
Category:
Digital & Online / Social Media Post - Series
Annual ID:
OS_DM21_084M
Award:
2021 Direct Marketing Merit Award
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Burger King & Friends
Category:
Digital & Online / Social Media Post - Series
Annual ID:
OS_DM21_085M
Award:
2021 Direct Marketing Merit Award
Agency:
DAVID / Miami + The Mill / Los Angeles
Client:
Budweiser
Title:
Don't drink and buy
Category:
Digital & Online / Social Media Post - Series
Annual ID:
OS_DM21_086M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe SSP3 / Bogotá
Client:
El tiempo Newspaper
Title:
#Reask
Category:
Digital & Online / Social Media Post - Series
Annual ID:
OS_DM21_087M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Social Media Post - Series
Annual ID:
OS_DM21_088M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB&FiRe / Madrid
Client:
Netflix / PlayStation
Title:
UNBOXING
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_065M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client:
The Mohammed bin Rashid Al Maktoum Global Initiatives
Title:
The World’s Tallest Donation Box
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_066M
Award:
2021 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Experiential / Virtual Events
Annual ID:
OS_DM21_067M
Award:
2021 Direct Marketing Merit Award
Agency:
DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client:
Miller Lite
Title:
Calorie Burning URL
Category:
Craft / Writing
Annual ID:
OS_DM21_108M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Craft / Writing
Annual ID:
OS_DM21_109M
Award:
2021 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi / New York + Hearts & Science / New York + MMI Agency / Houston + Small Girls PR / New York
Client:
Procter & Gamble - Olay Skincare
Title:
Face the STEM Gap
Category:
Craft / Writing
Annual ID:
OS_DM21_110M
Award:
2021 Direct Marketing Merit Award
Agency:
BBDO / New York
Client:
Color of Change
Title:
Pedestal Project
Category:
Experiential / Brand Installations
Annual ID:
OS_DM21_061M
Award:
2021 Direct Marketing Merit Award
Agency:
DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Experiential / Brand Installations
Annual ID:
OS_DM21_062M
Award:
2021 Direct Marketing Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Experiential / Brand Installations
Annual ID:
OS_DM21_063M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
Out of Home / Billboards & Transit
Annual ID:
OS_DM21_057M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_081M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_082M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_083M
Award:
2021 Direct Marketing Merit Award
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Integrated Campaign
Annual ID:
OS_DM21_099M
Award:
2021 Direct Marketing Merit Award
Agency:
Buzzman / Paris
Client:
Burger King France
Title:
Burger King & Friends
Category:
Integrated Campaign
Annual ID:
OS_DM21_100M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Integrated Campaign
Annual ID:
OS_DM21_101M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe / New York + UN Women + MediaHub
Client:
UN Women
Title:
The UNSeen Story
Category:
Integrated Campaign
Annual ID:
OS_DM21_102M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Integrated Campaign
Annual ID:
OS_DM21_103M
Award:
2021 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Elkjøp
Title:
VAR Discount
Category:
Experiential / Live Events
Annual ID:
OS_DM21_064M
Award:
2021 Direct Marketing Merit Award
Agency:
dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow
Client:
Adobe
Title:
Adobe x Keith Haring
Category:
Craft / Art Direction
Annual ID:
OS_DM21_104M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe / US + Produceria / São Paulo
Client:
Change the Ref
Title:
Shamecards
Category:
Craft / Art Direction
Annual ID:
OS_DM21_105M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Ogilvy UK
Title:
Lockdown In A Book
Category:
Craft / Art Direction
Annual ID:
OS_DM21_106M
