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
The Cristiano Bottle
Agency: Rethink + IKEA
Client: IKEA Canada Category: Social Post / Real-time Response
Meat Tweet
Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago
Client: Wendy's Category: Social Post / Real-time Response
Foamy Haircut
Agency: Africa / São Paulo
Client: AB InBev / Brahma Beer Category: User-Generated Content
The Nominate Me Selfie
Agency: FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore
Client: Political Shakti + The Times Of India Category: User-Generated Content
Doritos Duet Roulette
Agency: R/GA / California + OMD / New York + ProPac / Plano
Client: Frito-Lay Category: User-Generated Content
57 Ways To Dine
Agency: The Kitchen / Toronto + Middle Child / Toronto + Carat / Toronto
Client: Kraft Heinz / Heinz Ketchup Category: User-Generated Content
Tweet Tape
Agency: Dunn&Co. / Tampa
Client: Tampa Bay Lightning Category: Active Engagement / Call to Action
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Active Engagement / Call to Action
She Football Club
Agency: MullenLowe SSP3 / Bogota
Client: AB InBev / Pony Malta Category: Active Engagement / Call to Action
#TurnToCold
Agency: Saatchi & Saatchi / New York
Client: Procter & Gamble / Tide Category: Active Engagement / Call to Action
Apple TV+ Ted Lasso - Toast Me
Agency: TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client: Apple Category: Active Engagement / Call to Action
Believe In Ted Lasso
Agency: Apple + Apple TV+ / Los Angeles + TBWA\Media Arts Lab / Los Angeles + GLOW
Client: Apple TV+ Category: Social Channel / Single Platform
#RealVoicesofPride
Agency: Edelman / Madrid
Client: FELGTB Category: Social Channel / Single Platform
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Social Channel / Single Platform
#TheMissingPeace
Agency: Leo Burnett / Beirut
Client: UN Women Lebanon Category: Social Channel / Single Platform
The Playlist Song
Agency: mortierbrigade / brussels
Client: TwinToes Category: Social Channel / Single Platform
RECEATS
Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client: Good Fortune Category: Social Channel / Single Platform
Bee Influencer
Agency: Publicis Conseil / Paris
Client: Fondation de France Category: Social Channel / Single Platform
Doritos Duet Roulette
Agency: R/GA / California + OMD / New York + ProPac / Plano
Client: Frito-Lay Category: Social Channel / Single Platform
Go For The Handful
Agency: Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client: Goldfish Category: Social Channel / Single Platform
Green Screen Shirt
Agency: Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client: Harry Rosen Category: Innovation & Transformation / Innovation in Lockdown
Warzone in Paradise
Agency: 72andSunny / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Craft / Use of Visuals
Apple TV+ Instagram Launch
Agency: TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client: Apple Category: Craft / Use of Visuals
Handbutts
Agency: Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich
Client: Geberit International AG Category: Craft / Use of Visuals
Foamy Haircut
Agency: Africa / São Paulo
Client: AB InBev / Brahma Beer Category: Stunts & Activations
Seltzer Launch
Agency: Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client: Miller Genuine Draft Category: Stunts & Activations
The Tunnel Pass Project
Agency: SERVICEPLAN AUSTRIA / Vienna
Client: Red Bull Athlete Dario Costa Category: Stunts & Activations
Apple TV+ Ted Lasso - Toast Me
Agency: TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client: Apple Category: Stunts & Activations
Clubhouse Bacon
Agency: Droga5 / New York
Client: IHOP Category: Innovation & Transformation / Innovation in Social Media
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Innovation & Transformation / Innovation in Social Media
Shah Rukh Khan-My-Ad
Agency: Ogilvy Mumbai / India + Mondelez
Client: Mondelez Category: Innovation & Transformation / Innovation in Social Media
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Social Post / Single
Happy Birthday, Twitter
Agency: No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content
Client: Canadian Centre for Child Protection Category: Social Post / Single
Warzone in Paradise
Agency: 72andSunny / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Social Post / Series
R.I.P. Xavier | The Afterparty
Agency: Apple + Apple TV+ / Los Angeles + GLOW + MOCEAN
Client: Apple TV+ Category: Social Post / Series
Look Yourself
Agency: Deutsch LA / Los Angeles + Steelhead / Los Angeles
Client: Walmart Category: Social Post / Series
Bee Influencer
Agency: Publicis Conseil / Paris
Client: Fondation de France Category: Social Post / Series
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Craft / Use of Technology
Earth is saying
Agency: Grey Colombia / Bogota + Greenpeace Colombia / Bogota
Client: Greenpeace Colombia Category: Craft / Use of Technology
Seltzer Launch
Agency: Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client: Miller Genuine Draft Category: Livestream
Apple TV+ Invasion - Twitch Streamers Invaded Live
Agency: TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles
Client: Apple Category: Livestream
Warzone in Paradise
Agency: 72andSunny / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Influencer Marketing / Single Channel
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Influencer Marketing / Single Channel
Award:
2022 Social Media Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The Cristiano Bottle
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM058M
Award:
2022 Social Media Merit Award
Agency:
VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago
Client:
Wendy's
Title:
Meat Tweet
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM059M
Award:
2022 Social Media Merit Award
Agency:
Africa / São Paulo
Client:
AB InBev / Brahma Beer
Title:
Foamy Haircut
Category:
User-Generated Content
Annual ID:
OS22_SM064M
Award:
2022 Social Media Merit Award
Agency:
Dunn&Co. / Tampa
Client:
Tampa Bay Lightning
Title:
Tweet Tape
Category:
User-Generated Content
Annual ID:
OS22_SM065M
Award:
2022 Social Media Merit Award
Agency:
FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore
Client:
Political Shakti + The Times Of India
Title:
The Nominate Me Selfie
Category:
User-Generated Content
Annual ID:
OS22_SM066M
Award:
2022 Social Media Merit Award
Agency:
R/GA / California + OMD / New York + ProPac / Plano
Client:
Frito-Lay
Title:
Doritos Duet Roulette
Category:
User-Generated Content
Annual ID:
OS22_SM067M
Award:
2022 Social Media Merit Award
Agency:
The Kitchen / Toronto + Middle Child / Toronto + Carat / Toronto
Client:
Kraft Heinz / Heinz Ketchup
Title:
57 Ways To Dine
Category:
User-Generated Content
Annual ID:
OS22_SM068M
Award:
2022 Social Media Merit Award
Agency:
Dunn&Co. / Tampa
Client:
Tampa Bay Lightning
Title:
Tweet Tape
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM069M
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 Social Media Merit Award
Agency:
MullenLowe SSP3 / Bogota
Client:
AB InBev / Pony Malta
Title:
She Football Club
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM071M
Award:
2022 Social Media Merit Award
Agency:
Saatchi & Saatchi / New York
Client:
Procter & Gamble / Tide
Title:
#TurnToCold
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM072M
Award:
2022 Social Media Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client:
Apple
Title:
Apple TV+ Ted Lasso - Toast Me
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM073M
Award:
2022 Social Media Merit Award
Agency:
Apple + Apple TV+ / Los Angeles + TBWA\Media Arts Lab / Los Angeles + GLOW
Client:
Apple TV+
Title:
Believe In Ted Lasso
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM039M
Award:
2022 Social Media Merit Award
Agency:
Edelman / Madrid
Client:
FELGTB
Title:
#RealVoicesofPride
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM040M
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 Social Media Merit Award
Agency:
Leo Burnett / Beirut
Client:
UN Women Lebanon
Title:
#TheMissingPeace
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM042M
Award:
2022 Social Media Merit Award
Agency:
mortierbrigade / brussels
Client:
TwinToes
Title:
The Playlist Song
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM043M
Award:
2022 Social Media Merit Award
Agency:
OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client:
Good Fortune
Title:
RECEATS
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM044M
Award:
2022 Social Media Merit Award
Agency:
Publicis Conseil / Paris
Client:
Fondation de France
Title:
Bee Influencer
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM045M
Award:
2022 Social Media Merit Award
Agency:
R/GA / California + OMD / New York + ProPac / Plano
Client:
Frito-Lay
Title:
Doritos Duet Roulette
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM046M
Award:
2022 Social Media Merit Award
Agency:
Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client:
Goldfish
Title:
Go For The Handful
Category:
Social Channel / Single Platform
Annual ID:
OS22_SM047M
Award:
2022 Social Media Merit Award
Agency:
Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client:
Harry Rosen
Title:
Green Screen Shirt
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_SM101M
Award:
2022 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision Blizzard / Call of Duty
Title:
Warzone in Paradise
Category:
Craft / Use of Visuals
Annual ID:
OS22_SM092M
Award:
2022 Social Media Merit Award
Agency:
M&C Saatchi / Sydney + BWS / Sydney
Client:
BWS
Title:
InstaPour
Category:
Craft / Use of Visuals
Annual ID:
OS22_SM093M
Award:
2022 Social Media Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client:
Apple
Title:
Apple TV+ Instagram Launch
Category:
Craft / Use of Visuals
Annual ID:
OS22_SM094M
Award:
2022 Social Media Merit Award
Agency:
Wunderman Thompson Switzerland AG / Zürich + Geberit International AG / Jona + Eqal Visual Productions AG / Zürich
Client:
Geberit International AG
Title:
Handbutts
Category:
Craft / Use of Visuals
Annual ID:
OS22_SM095M
Award:
2022 Social Media Merit Award
Agency:
Africa / São Paulo
Client:
AB InBev / Brahma Beer
Title:
Foamy Haircut
Category:
Stunts & Activations
Annual ID:
OS22_SM074M
Award:
2022 Social Media Merit Award
Agency:
Marcel / Paris
Client:
Heetch
Title:
Uber Heetch
Category:
Stunts & Activations
Annual ID:
OS22_SM075M
Award:
2022 Social Media Merit Award
Agency:
Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client:
Miller Genuine Draft
Title:
Seltzer Launch
Category:
Stunts & Activations
Annual ID:
OS22_SM076M
Award:
2022 Social Media Merit Award
Agency:
Rethink + Decathlon
Client:
Decathlon Canada
Title:
Ability Signs
Category:
Stunts & Activations
Annual ID:
OS22_SM077M
Award:
2022 Social Media Merit Award
Agency:
SERVICEPLAN AUSTRIA / Vienna
Client:
Red Bull Athlete Dario Costa
Title:
The Tunnel Pass Project
Category:
Stunts & Activations
Annual ID:
OS22_SM078M
Award:
2022 Social Media Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client:
Apple
Title:
Apple TV+ Ted Lasso - Toast Me
Category:
Stunts & Activations
Annual ID:
OS22_SM079M
Award:
2022 Social Media Merit Award
Agency:
Droga5 / New York
Client:
IHOP
Title:
Clubhouse Bacon
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS22_SM098M
Award:
2022 Social Media Merit Award
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS22_SM099M
Award:
2022 Social Media Merit Award
Agency:
Ogilvy Mumbai / India + Mondelez
Client:
Mondelez
Title:
Shah Rukh Khan-My-Ad
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS22_SM100M
Award:
2022 Social Media Merit Award
Agency:
Edelman / New York
Client:
Dove
Title:
The Naked Truth
Category:
Social Post / Single
Annual ID:
OS22_SM049M
Award:
2022 Social Media Merit Award
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Social Post / Single
Annual ID:
OS22_SM050M
Award:
2022 Social Media Merit Award
Agency:
Leo Burnett / Madrid
Client:
Madrid Fusion
Title:
Invaluable Food
Category:
Social Post / Single
Annual ID:
OS22_SM051M
Award:
2022 Social Media Merit Award
Agency:
No Fixed Address / Toronto + Mischief @ No Fixed Address + Canadian Centre for Child Protection + AdHoc Content
Client:
Canadian Centre for Child Protection
Title:
Happy Birthday, Twitter
Category:
Social Post / Single
Annual ID:
OS22_SM052M
Award:
2022 Social Media Merit Award
Agency:
Rethink + IKEA
Client:
IKEA Canada
Title:
The Cristiano Bottle
Category:
Social Post / Single
Annual ID:
OS22_SM053M
Award:
2022 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision Blizzard / Call of Duty
Title:
Warzone in Paradise
Category:
Social Post / Series
Annual ID:
OS22_SM054M
Award:
2022 Social Media Merit Award
Agency:
Apple + Apple TV+ / Los Angeles + GLOW + MOCEAN
Client:
Apple TV+
Title:
R.I.P. Xavier | The Afterparty
Category:
Social Post / Series
Annual ID:
OS22_SM055M
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 Social Media Merit Award
Agency:
Publicis Conseil / Paris
Client:
Fondation de France
Title:
Bee Influencer
Category:
Social Post / Series
Annual ID:
OS22_SM057M
Award:
2022 Social Media Merit Award
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Craft / Use of Technology
Annual ID:
OS22_SM096M
Award:
2022 Social Media Merit Award
Agency:
Grey Colombia / Bogota + Greenpeace Colombia / Bogota
Client:
Greenpeace Colombia
Title:
Earth is saying
Category:
Craft / Use of Technology
Annual ID:
OS22_SM097M
Award:
2022 Social Media Merit Award
Agency:
Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client:
Miller Genuine Draft
Title:
Seltzer Launch
Category:
Livestream
Annual ID:
OS22_SM062M
Award:
2022 Social Media Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles
Client:
Apple
Title:
Apple TV+ Invasion - Twitch Streamers Invaded Live
Category:
Livestream
Annual ID:
OS22_SM063M
Award:
2022 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision Blizzard / Call of Duty
Title:
Warzone in Paradise
Category:
Influencer Marketing / Single Channel
Annual ID:
OS22_SM080M
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
