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
#painstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Creative Use of Data
The Black Plaque Project
Agency: Havas / London
Client: Nubian Jak Community Trust Category: Spatial Design / Wayfinding
Raising Profiles
Agency: FCB Inferno / London
Client: The Big Issue & LinkedIn Category: Digital & Online / Ecommerce
Search Black-owned
Agency: Google Brand Studio / San Francisco
Client: Google Category: Social Impact
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Craft / Use of Technology
A New Jingle for a New Era
Agency: Edelman / New York + Good Humor / Englewood Cliffs
Client: Good Humor Category: Craft / Use of Music
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Craft / Use of Music
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Craft / Photography
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Games
Confusing Times
Agency: DAVID / Madrid + Pickle Music / New York
Client: Burger King Category: Broadcast / Series
#wombstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Craft / Art Direction
Farewell, Work Holiday Parties
Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client: Miller Lite Category: Craft / Art Direction
Running Stories
Agency: BBH / Singapore + Crystal Technology Solution / Hanoi
Client: Running Stories Category: Intra-preneurship
The Beer Cap Project.
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client: AB InBev / Aguila Beer Category: Physical Items
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Physical Items
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Digital Design
#wombpainstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Integrated Branding Campaign
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Integrated Digital & Physical Product
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Use of Vertical Video
The Unfinished Votes
Agency: McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit
Client: Change the Ref Category: Film / Health & Wellness
#wombstories
Agency: AMV BBDO / London
Client: Essity Bodyform/Libresse Category: Film / Health & Wellness
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Innovation & Transformation / Innovation in Design
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: Innovation & Transformation / Innovation in Design
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: In-House / External Agency Collaboration
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Craft / Use of Technology
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Magazine / Series
Calorie Burning URL
Agency: DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client: Miller Lite Category: Craft / Writing
Whatever It Takes
Agency: Iconoclast / London + AMV BBDO / London
Client: Macmillan Cancer Support Category: Casting
Francesca
Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam
Client: Diesel Category: Casting
Farewell, Work Holiday Parties
Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client: Miller Lite Category: Craft / Printing & Production
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Experiential & Installations / Brand Installations
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: User-Generated Content
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Integrated
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Community Building
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Brand Partnerships
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Experiential Radio & Audio
Life Needs Truth
Agency: Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York
Client: The New York Times Category: Television & VOD / Long Form - Single
Francesca
Agency: Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam
Client: Diesel Category: Television & VOD / Long Form - Single
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client: Nike Category: Television & VOD / Long Form - Single
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Experiential / Customer Experience / CX
Best Enjoyed Vertically
Agency: SMUGGLER + DDB / Chicago
Client: Starburst Swirlers Category: Online-only Video / Single
You Love Me
Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client: Beats by Dr. Dre Category: Online-only Video / Single
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Innovation & Transformation / Innovation in Music & Sound Craft
Best Enjoyed Vertically
Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client: Starburst Swirlers Category: Craft / Art Direction
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Craft / Art Direction
The whole working-from-home thing
Agency: Apple + SMUGGLER + Work Editorial + a52
Client: Apple Category: Innovation & Transformation / Innovation in Lockdown
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Nike
Client: Nike Category: Innovation & Transformation / Innovation in Lockdown
Award:
2021 Digital Craft Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#painstories
Category:
Creative Use of Data
Annual ID:
OS_DC21_001G
Award:
2021 Design Gold Pencil
Agency:
Havas / London
Client:
Nubian Jak Community Trust
Title:
The Black Plaque Project
Category:
Spatial Design / Wayfinding
Annual ID:
OS_DE21_026G
Award:
2021 Direct Marketing Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Digital & Online / Ecommerce
Annual ID:
OS_DM21_017G
Award:
2021 In-House Gold Pencil
Agency:
Google Brand Studio / San Francisco
Client:
Google
Title:
Search Black-owned
Category:
Social Impact
Annual ID:
OS_IH21_008G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Craft / Use of Technology
Annual ID:
OS_EX21_018G
Award:
2021 Radio & Audio Gold Pencil
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Craft / Use of Music
Annual ID:
OS_RA21_001G
Award:
2021 Radio & Audio Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Craft / Use of Music
Annual ID:
OS_RA21_014G
Award:
2021 Print Gold Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Craft / Photography
Annual ID:
OS_PT21_025G
Award:
2021 Print Gold Pencil
Agency:
VMLY&R / Dubai
Client:
Colgate
Title:
Mothers Smile Strong
Category:
Craft / Photography
Annual ID:
OS_PT21_026G
Award:
2021 Branded Entertainment Gold Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Games
Annual ID:
OS_BE21_008G
Award:
2021 Radio & Audio Gold Pencil
Agency:
DAVID / Madrid + Pickle Music / New York
Client:
Burger King
Title:
Confusing Times
Category:
Broadcast / Series
Annual ID:
OS_RA21_003G
Award:
2021 Branded Entertainment Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Craft / Art Direction
Annual ID:
OS_BE21_019G
Award:
2021 Branded Entertainment Gold Pencil
Agency:
DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Craft / Art Direction
Annual ID:
OS_BE21_020G
Award:
2021 In-House Gold Pencil
Agency:
BBH / Singapore + Crystal Technology Solution / Hanoi
Client:
Running Stories
Title:
Running Stories
Category:
Intra-preneurship
Annual ID:
OS_IH21_007G
Award:
2021 Direct Marketing Gold Pencil
Agency:
MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client:
AB InBev / Aguila Beer
Title:
The Beer Cap Project.
Category:
Physical Items
Annual ID:
OS_DM21_002G
Award:
2021 Direct Marketing Gold Pencil
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Physical Items
Annual ID:
OS_DM21_003G
Award:
2021 Design Gold Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Digital Design
Annual ID:
OS_DE21_019G
Award:
2021 Integrated Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombpainstories
Category:
Integrated Branding Campaign
Annual ID:
OS_IG21_001G
Award:
2021 IP & Products Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP21_009G
Award:
2021 Moving Image Craft Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Use of Vertical Video
Annual ID:
OS_MI21_028G
Award:
2021 Health, Wellness & Pharma Gold Pencil
Agency:
McCann Health / New York + LightFarm Studios / Rio de Janeiro + The Colony / New York + Yessian / Detroit
Client:
Change the Ref
Title:
The Unfinished Votes
Category:
Film / Health & Wellness
Annual ID:
OS_HW21_001G
Award:
2021 Health, Wellness & Pharma Gold Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Film / Health & Wellness
Annual ID:
OS_HW21_007G
Award:
2021 Design Gold Pencil
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS_DE21_040G
Award:
2021 Design Gold Pencil
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
Innovation & Transformation / Innovation in Design
Annual ID:
OS_DE21_041G
Award:
2021 In-House Gold Pencil
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
In-House / External Agency Collaboration
Annual ID:
OS_IH21_001G
Award:
2021 Out of Home Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Craft / Use of Technology
Annual ID:
OS_OH21_001G
Award:
2021 Print Gold Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Magazine / Series
Annual ID:
OS_PT21_005G
Award:
2021 Print Gold Pencil
Agency:
VMLY&R / Dubai
Client:
Colgate
Title:
Mothers Smile Strong
Category:
Magazine / Series
Annual ID:
OS_PT21_006G
Award:
2021 Print Gold Pencil
Agency:
DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client:
Miller Lite
Title:
Calorie Burning URL
Category:
Craft / Writing
Annual ID:
OS_PT21_021G
Award:
2021 Moving Image Craft Gold Pencil
Agency:
Iconoclast / London + AMV BBDO / London
Client:
Macmillan Cancer Support
Title:
Whatever It Takes
Category:
Casting
Annual ID:
OS_MI21_030G
Award:
2021 Moving Image Craft Gold Pencil
Agency:
Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam
Client:
Diesel
Title:
Francesca
Category:
Casting
Annual ID:
OS_MI21_031G
Award:
2021 Out of Home Gold Pencil
Agency:
DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Craft / Printing & Production
Annual ID:
OS_OH21_023G
Award:
2021 Out of Home Gold Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS_OH21_007G
Award:
2021 Social Media Gold Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
User-Generated Content
Annual ID:
OS_SM21_016G
Award:
2021 Integrated Gold Pencil
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Innovation & Transformation / Innovation in Integrated
Annual ID:
OS_IG21_016G
Award:
2021 Public Relations Gold Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Community Building
Annual ID:
OS_PR21_006G
Award:
2021 Public Relations Gold 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_PR21_019G
Award:
2021 Radio & Audio Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_009G
Award:
2021 Film Gold Pencil
Agency:
Droga5 / New York + The New York Times + Somesuch / New York + Wave Studios / New York
Client:
The New York Times
Title:
Life Needs Truth
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_006G
Award:
2021 Film Gold Pencil
Agency:
Publicis Italy / Milan + DIVISION / Paris + Mikros Image / Paris + Sizzer / Amsterdam
Client:
Diesel
Title:
Francesca
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_007G
Award:
2021 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client:
Nike
Title:
You Can't Stop Us
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI21_008G
Award:
2021 Direct Marketing Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Experiential / Customer Experience / CX
Annual ID:
OS_DM21_015G
Award:
2021 Interactive & Online Gold Pencil
Agency:
SMUGGLER + DDB / Chicago
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Online-only Video / Single
Annual ID:
OS_IN21_009G
Award:
2021 Interactive & Online Gold Pencil
Agency:
Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client:
Beats by Dr. Dre
Title:
You Love Me
Category:
Online-only Video / Single
Annual ID:
OS_IN21_010G
Award:
2021 Music & Sound Craft Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Innovation & Transformation / Innovation in Music & Sound Craft
Annual ID:
OS_MS21_021G
Award:
2021 Design Gold Pencil
Agency:
FIG + CNN
Client:
CNN
Title:
Donkey & Elephant
Category:
Craft / Animation
Annual ID:
OS_DE21_036G
Award:
2021 Mobile Gold Pencil
Agency:
DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Craft / Art Direction
Annual ID:
OS_MO21_010G
Award:
2021 Mobile Gold 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_MO21_011G
Award:
2021 Film Gold 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_FI21_039G
Award:
2021 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland + Pulse Films + Nike
Client:
Nike
Title:
You Can't Stop Us
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_040G
