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
Sperm Positive: The Baby That Changed HIV
Agency: DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland
Client: New Zealand AIDS Foundation, Body Positive, Positive Women Category: Public Relations
Drowned Requiem
Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client: United4Rescue Category: Public Relations
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Television & VOD / Short Form - Single
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Brand Voice
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Physical Product & Mobile Integration
Cold Tracker
Agency: Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client: AB InBev Category: Billboards & Transit / Dynamic Billboards & Transit
SHE SPEAKS
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client: PONY MALTA AB InBev Category: Mobile-First Video / Over 15 Seconds
Drowned Requiem
Agency: fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client: United4Rescue Category: Craft / Use of Sound
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
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Experiential & Installations / Experiential & Immersive
Wendy's. Now that you mention us.
Agency: VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's
Client: Wendy's Category: Innovation & Transformation / Innovation in Social Media
STAY HOME MILES EXCHANGE
Agency: Wunderman Thompson / Thailand + Verve / Thailand
Client: THAI AIRWAYS Category: Digital & Online / Websites & Mobile
Raising Profiles
Agency: FCB Inferno / London
Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
H&M Looop
Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client: H&M Category: Customer Experience / CX
Enjoy Before Returning
Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client: Diesel Category: Customer Experience / CX
The MET Unframed
Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client: Verizon Category: Brand Partnerships
Draw Ketchup
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Heinz Ketchup Category: User-Generated Content
Virtual Sentosa
Agency: BBH / Singapore + Sentosa Development Corporation / Singapore + Zeno Group / Singapore
Client: Sentosa Development Corporation Category: Innovation & Transformation / Innovation in Lockdown
Bigger Picture
Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client: Budweiser Category: Innovation & Transformation / Innovation in Lockdown
Victoria 1.8
Agency: Ogilvy / Mexico
Client: AB InBev Grupo Modelo Mexico Category: Innovation & Transformation / Innovation in Lockdown
Signal for Help
Agency: TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client: Canadian Women’s Foundation Category: Innovation & Transformation / Innovation in Lockdown
The big danish bacon pre-roll
Agency: Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen
Client: Danish Crown Category: Online Films & Video / Pre-Roll - Single
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Billboards & Transit / Series
The UNSeen Story
Agency: MullenLowe / New York + UN Women + MediaHub
Client: UN Women Category: Out of Home / Series
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany 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
For Your Consideration
Agency: Saatchi & Saatchi / New York + Pickle Music / New York + Harbor Picture Company / New York + And/Or / New York
Client: Women in Film Category: Integrated Campaign
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Craft / Use of Visuals
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Digital Craft
Pedestal Project
Agency: BBDO / New York
Client: Color of Change Category: Active Engagement / Call to Action
Enjoy Before Returning
Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client: Diesel Category: Active Engagement / Call to Action
MTN DEW Major Million
Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client: MTN DEW Category: Active Engagement / Call to Action
The Artist
Agency: Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai
Client: Savlon Category: Branded Content
A New Jingle for a New Era
Agency: Edelman / New York + Good Humor / Englewood Cliffs
Client: Good Humor Category: Audio
Mother Blanket
Agency: Ogilvy Colombia / Bogotá + Darko Films / Quito
Client: Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA) Category: Physical Products
Heinz Ketchup Puzzle
Agency: Rethink + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Physical Products
Flame, Your Way
Agency: Jones Knowles Ritchie / New York
Client: Burger King Category: Typography / Typeface Design
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Craft / Use of Technology
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
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Casting
NarcoStore
Agency: Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá
Client: Colombia con Memoria Foundation Category: UX / UI / Utility / Ecommerce
Colors of the World
Agency: Crayola + dentsumcgarrybowen / New York
Client: Crayola Category: Physical Product
Don't Get Sidetracked. Get Setapp.
Agency: Droga5 / London + Biscuit Filmworks / London
Client: Setapp Category: Online Films & Video / Long Form - Series
Helpy Hour
Agency: Happiness / an FCB alliance / Brussels + BLISS / Saigon
Client: FEDCAF Category: Out of Home / P.O.P. & In-Store
The Beer Cap Project.
Agency: MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client: AB InBev / Aguila Beer Category: Out of Home / P.O.P. & In-Store
Buy With Your Time
Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client: Al Futtaim IKEA Category: Storytelling
A Career-Limiting Campaign
Agency: Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London
Client: Global Women Category: Online Films & Video / Short Form - Series
Award:
2021 Health, Wellness & Pharma Silver Pencil
Agency:
DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland
Client:
New Zealand AIDS Foundation, Body Positive, Positive Women
Title:
Sperm Positive: The Baby That Changed HIV
Category:
Public Relations
Annual ID:
OS_HW21_018S
Award:
2021 Health, Wellness & Pharma Silver Pencil
Agency:
fischerAppelt / Philipp und Keuntje + SKILL Music / Hamburg + fischerAppelt, performance / Berlin + fischerAppelt, relations / Hamburg
Client:
United4Rescue
Title:
Drowned Requiem
Category:
Public Relations
Annual ID:
OS_HW21_019S
Award:
2021 Film Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_003S
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 IP & Products Silver Pencil
Agency:
FARM / Stockholm
Client:
Doconomy
Title:
The 2030 Calculator
Category:
Digital Product
Annual ID:
OS_IP21_006S
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 Out of Home Silver Pencil
Agency:
Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client:
AB InBev
Title:
Cold Tracker
Category:
Billboards & Transit / Dynamic Billboards & Transit
Annual ID:
OS_OH21_006S
Award:
2021 Mobile Silver Pencil
Agency:
MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client:
PONY MALTA AB InBev
Title:
SHE SPEAKS
Category:
Mobile-First Video / Over 15 Seconds
Annual ID:
OS_MO21_007S
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 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 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 Social Media Silver Pencil
Agency:
VMLY&R / Kansas City + Spark Foundry / New York + Ketchum / Chicago + Wendy's
Client:
Wendy's
Title:
Wendy's. Now that you mention us.
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_039S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Wunderman Thompson / Thailand + Verve / Thailand
Client:
THAI AIRWAYS
Title:
STAY HOME MILES EXCHANGE
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS_DM21_016S
Award:
2021 Interactive & Online Silver Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_024S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client:
H&M
Title:
H&M Looop
Category:
Customer Experience / CX
Annual ID:
OS_EX21_005S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client:
Diesel
Title:
Enjoy Before Returning
Category:
Customer Experience / CX
Annual ID:
OS_EX21_006S
Award:
2021 In-House Silver Pencil
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Brand Partnerships
Annual ID:
OS_IH21_012S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Heinz Ketchup
Title:
Draw Ketchup
Category:
User-Generated Content
Annual ID:
OS_BE21_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
Award:
2021 Public Relations Silver Pencil
Agency:
DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client:
Budweiser
Title:
Bigger Picture
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_031S
Award:
2021 Public Relations Silver Pencil
Agency:
Ogilvy / Mexico
Client:
AB InBev Grupo Modelo Mexico
Title:
Victoria 1.8
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_032S
Award:
2021 Public Relations Silver Pencil
Agency:
TBWA\ Juniper Park / Toronto + Bolt Content / Toronto + Canadian Women’s Foundation
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PR21_033S
Award:
2021 Film Silver Pencil
Agency:
Hjaltelin Stahl / Copenhagen + Pegasus Production / Copenhagen
Client:
Danish Crown
Title:
The big danish bacon pre-roll
Category:
Online Films & Video / Pre-Roll - Single
Annual ID:
OS_FI21_029S
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 Design Silver Pencil
Agency:
MullenLowe / New York + UN Women + MediaHub
Client:
UN Women
Title:
The UNSeen Story
Category:
Out of Home / Series
Annual ID:
OS_DE21_022S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Experiential / Brand Installations
Annual ID:
OS_BE21_011S
Award:
2021 Branded Entertainment Silver Pencil
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_BE21_012S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Saatchi & Saatchi / New York + Pickle Music / New York + Harbor Picture Company / New York + And/Or / New York
Client:
Women in Film
Title:
For Your Consideration
Category:
Integrated Campaign
Annual ID:
OS_DM21_026S
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 Digital Craft 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 Digital Craft
Annual ID:
OS_DC21_013S
Award:
2021 Social Media Silver Pencil
Agency:
BBDO / New York
Client:
Color of Change
Title:
Pedestal Project
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_022S
Award:
2021 Social Media Silver Pencil
Agency:
Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client:
Diesel
Title:
Enjoy Before Returning
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_023S
Award:
2021 Social Media Silver Pencil
Agency:
TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client:
MTN DEW
Title:
MTN DEW Major Million
Category:
Active Engagement / Call to Action
Annual ID:
OS_SM21_024S
Award:
2021 Health, Wellness & Pharma Silver Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Branded Content
Annual ID:
OS_HW21_002S
Award:
2021 Health, Wellness & Pharma Silver Pencil
Agency:
Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai
Client:
Savlon
Title:
The Artist
Category:
Branded Content
Annual ID:
OS_HW21_003S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Audio
Annual ID:
OS_BE21_006S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
Ogilvy Colombia / Bogotá + Darko Films / Quito
Client:
Asociacion Vivir + Consejo de Protección de Derechos Ambato (CCPDA)
Title:
Mother Blanket
Category:
Physical Products
Annual ID:
OS_EX21_014S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
Rethink + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Physical Products
Annual ID:
OS_EX21_015S
Award:
2021 Design Silver Pencil
Agency:
Jones Knowles Ritchie / New York
Client:
Burger King
Title:
Flame, Your Way
Category:
Typography / Typeface Design
Annual ID:
OS_DE21_011S
Award:
2021 Branded Entertainment Silver Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Craft / Use of Technology
Annual ID:
OS_BE21_023S
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 Moving Image Craft Silver Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Casting
Annual ID:
OS_MI21_032S
Award:
2021 Digital Craft Silver Pencil
Agency:
Ogilvy Colombia / Bogotá + Akira Films / Bogotá + Laika / Bogotá + Goldfish / Bogotá
Client:
Colombia con Memoria Foundation
Title:
NarcoStore
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS_DC21_002S
Award:
2021 IP & Products Silver Pencil
Agency:
Crayola + dentsumcgarrybowen / New York
Client:
Crayola
Title:
Colors of the World
Category:
Physical Product
Annual ID:
OS_IP21_002S
Award:
2021 Film Silver Pencil
Agency:
Droga5 / London + Biscuit Filmworks / London
Client:
Setapp
Title:
Don't Get Sidetracked. Get Setapp.
Category:
Online Films & Video / Long Form - Series
Annual ID:
OS_FI21_027S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Happiness / an FCB alliance / Brussels + BLISS / Saigon
Client:
FEDCAF
Title:
Helpy Hour
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DM21_006S
Award:
2021 Direct Marketing Silver Pencil
Agency:
MullenLowe SSP3 / Bogotá + AB InBev / Bogotá
Client:
AB InBev / Aguila Beer
Title:
The Beer Cap Project.
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS_DM21_007S
Award:
2021 Creative Use of Data Silver Pencil
Agency:
Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client:
Al Futtaim IKEA
Title:
Buy With Your Time
Category:
Storytelling
Annual ID:
OS_CU21_006S
Award:
2021 Film Silver Pencil
Agency:
Saatchi & Saatchi New Zealand / Auckland + Starcom / Auckland + MSL New Zealand / Auckland + Passion Pictures / London
Client:
Global Women
Title:
A Career-Limiting Campaign
Category:
Online Films & Video / Short Form - Series
Annual ID:
OS_FI21_015S
