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
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Integrated Branding Campaign
Real Tone
Agency: Google + Google Devices & Services Creative Team
Client: Google Category: Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Auditorial
Agency: R/GA / London + R/GA / Sao Paolo + Google / London
Client: Google Category: Editorial / Digital Publications
Open Spaces
Agency: Riff Raff Films / London + 750mph / London + MPC / London + Final Cut
Client: Burberry Category: Online Films & Video / Long Form - Single
For When It's Time
Agency: Energy BBDO / Chicago + Mars Wrigley + MJZ + Final Cut
Client: Mars Wrigley / Extra Gum Category: Online Films & Video / Long Form - Single
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Online Films & Video / Long Form - Single
When Harry met Santa
Agency: T/A POL AS / Oslo + B-Reel / Stockholm
Client: The Norwegian Postal Service (Posten) Category: Online Films & Video / Long Form - Single
Save it See it
Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Client: AB InBev / Michelob ULTRA Category: Social Media
We Will Become Better
Agency: Voskhod + Daddy's Film Production / Moscow + SPOT Production / Moscow + HALAL / Amsterdam
Client: Russian LGBT Network Category: Editing / Single
Roast Day
Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York
Client: Wendy's Category: Craft / Writing
Bedtime Stories
Agency: FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client: Walmart Category: Custom Content
Lost Tapes Of The 27 Club
Agency: Rethink + Over The Bridge
Client: Over The Bridge Category: Custom Content
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Online Community / Use of Existing Platform
House Rules
Agency: McCann Health New Jersey / Parsippany + Real Chemistry / New York + McCann Health Engagement / New York + MediaHub / Minneapolis
Client: Evofem/Phexxi Category: Integrated Campaign
Vanguards of Photography
Agency: GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles + m ss ng p eces / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Craft / Use of Technology
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Storytelling
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown
Salla 2032
Agency: Africa / São Paulo
Client: House of Lapland Category: Innovation & Transformation / Innovation in Integrated
VB Solar Exchange
Agency: Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Client: Carlton & United Breweries Category: Innovation & Transformation / Innovation in Integrated
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown
The Academic | Google Slides Experience
Agency: BBDO / New York
Client: Capitol Records Category: Innovation & Transformation / Innovation in Lockdown
It's a New World of Cocktails
Agency: Anomaly / New York + Shelter / Kiev + Iconoclast / Los Angeles
Client: Crown Royal Category: Production Design
Find Your Own Way
Agency: DENTSU INC. / Tokyo + Spoon Inc. / Tokyo + SUNNY SIDE UP Inc. / Tokyo
Client: Otsuka Pharmaceutical Co., Ltd. Category: Production Design
Pinatex
Agency: L&C / New York + Ananas Anam / London + Dole Sunshine Company / Singapore + Suitcase Productions / New York
Client: Dole Sunshine Company + Ananas Anam Category: Physical Product / In-Market
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Physical Product / In-Market
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Brand Installations
Beyond Generations: Gaming Against Loneliness
Agency: McCann / London + Craft / London
Client: Microsoft / Xbox Category: Innovation & Transformation / Innovation in Lockdown
Long Live the Prince
Agency: Engine / London + EA / Guildford + Framestore / London + String and Tins / London
Client: Kiyan Prince Foundation Category: Games / Gaming
TOTETSU Training Institute
Agency: MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo
Client: Totetsu Kogyo Co., Ltd. Category: Spatial Design / Wayfinding
Real Tone
Agency: Google + Google Devices & Services Creative Team
Client: Google Category: Digital Product / In-Market
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Innovation & Transformation / Innovation in Public Relations
The Most Valuable News
Agency: Africa / São Paulo
Client: Folha de S.Paulo Newspaper Category: Craft / Illustration
The Impossible Combo
Agency: DAVID / São Paulo + Burger King / São Paulo + Sailor Studio + A9 Audio / São Paulo + Zubi / Miami
Client: Burger King Category: Brand Partnerships
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Brand Partnerships
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Writing / Series
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Physical Product & Mobile Integration
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Brand Partnerships
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Long Form Video / Single
RECEATS
Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client: Good Fortune Category: Innovation & Transformation / Innovation in Lockdown
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Integrated PR Campaign
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Innovation & Transformation / Innovation in IP & Products
KFC Ciné
Agency: Havas Paris / Puteaux + AllSo / Paris + HRCLS / Puteaux
Client: KFC France Category: Sound Design
Super. Human.
Agency: 4creative / London + Somesuch / London
Client: Channel 4 Category: Television & VOD / Long Form - Single
Don't Miss Out
Agency: dentsuMB / New York + FTX
Client: FTX Category: Television & VOD / Long Form - Single
#WeThe15
Agency: Pulse Films + adam&eveDDB / London + IPC + Gatehouse / Capetown
Client: International Paralympic Committee Category: Television & VOD / Long Form - Single
Award:
2022 Integrated Gold Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG001G
Award:
2022 Integrated Gold Pencil
Agency:
4creative / London
Client:
Channel 4
Title:
Super. Human.
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG002G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
Google + Google Devices & Services Creative Team
Client:
Google
Title:
Real Tone
Category:
Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Annual ID:
OS22_IN008G
Award:
2022 Design Gold Pencil
Agency:
R/GA / London + R/GA / Sao Paolo + Google / London
Client:
Google
Title:
Auditorial
Category:
Editorial / Digital Publications
Annual ID:
OS22_DE007G
Award:
2022 Film Gold Pencil
Agency:
Riff Raff Films / London + 750mph / London + MPC / London + Final Cut
Client:
Burberry
Title:
Open Spaces
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI001G
Award:
2022 Film Gold Pencil
Agency:
Energy BBDO / Chicago + Mars Wrigley + MJZ + Final Cut
Client:
Mars Wrigley / Extra Gum
Title:
For When It's Time
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI006G
Award:
2022 Film Gold Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI007G
Award:
2022 Film Gold Pencil
Agency:
T/A POL AS / Oslo + B-Reel / Stockholm
Client:
The Norwegian Postal Service (Posten)
Title:
When Harry met Santa
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI008G
Award:
2022 Creative Use of Data Gold Pencil
Agency:
GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Client:
AB InBev / Michelob ULTRA
Title:
Save it See it
Category:
Social Media
Annual ID:
OS22_CU002G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
Voskhod + Daddy's Film Production / Moscow + SPOT Production / Moscow + HALAL / Amsterdam
Client:
Russian LGBT Network
Title:
We Will Become Better
Category:
Editing / Single
Annual ID:
OS22_MI007G
Award:
2022 Social Media Gold Pencil
Agency:
VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York
Client:
Wendy's
Title:
Roast Day
Category:
Craft / Writing
Annual ID:
OS22_SM008G
Award:
2022 Radio & Audio Gold Pencil
Agency:
FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client:
Walmart
Title:
Bedtime Stories
Category:
Custom Content
Annual ID:
OS22_RA004G
Award:
2022 Radio & Audio Gold Pencil
Agency:
Rethink + Over The Bridge
Client:
Over The Bridge
Title:
Lost Tapes Of The 27 Club
Category:
Custom Content
Annual ID:
OS22_RA005G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Online Community / Use of Existing Platform
Annual ID:
OS22_IN001G
Award:
2022 Pharma Gold Pencil
Agency:
McCann Health New Jersey / Parsippany + Real Chemistry / New York + McCann Health Engagement / New York + MediaHub / Minneapolis
Client:
Evofem/Phexxi
Title:
House Rules
Category:
Integrated Campaign
Annual ID:
OS22_PH003G
Award:
2022 Direct Marketing Gold Pencil
Agency:
GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles + m ss ng p eces / Los Angeles
Client:
Activision Blizzard / Call of Duty
Title:
Vanguards of Photography
Category:
Craft / Use of Technology
Annual ID:
OS22_DM015G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS22_IN005G
Award:
2022 Creative Use of Data Gold Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Storytelling
Annual ID:
OS22_CU001G
Award:
2022 Film Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_FI012G
Award:
2022 Integrated Gold Pencil
Agency:
Africa / São Paulo
Client:
House of Lapland
Title:
Salla 2032
Category:
Innovation & Transformation / Innovation in Integrated
Annual ID:
OS22_IG004G
Award:
2022 Integrated Gold Pencil
Agency:
Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Client:
Carlton & United Breweries
Title:
VB Solar Exchange
Category:
Innovation & Transformation / Innovation in Integrated
Annual ID:
OS22_IG005G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_MI019G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
BBDO / New York
Client:
Capitol Records
Title:
The Academic | Google Slides Experience
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_MI020G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
Anomaly / New York + Shelter / Kiev + Iconoclast / Los Angeles
Client:
Crown Royal
Title:
It's a New World of Cocktails
Category:
Production Design
Annual ID:
OS22_MI009G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
DENTSU INC. / Tokyo + Spoon Inc. / Tokyo + SUNNY SIDE UP Inc. / Tokyo
Client:
Otsuka Pharmaceutical Co., Ltd.
Title:
Find Your Own Way
Category:
Production Design
Annual ID:
OS22_MI010G
Award:
2022 IP & Products Gold Pencil
Agency:
L&C / New York + Ananas Anam / London + Dole Sunshine Company / Singapore + Suitcase Productions / New York
Client:
Dole Sunshine Company + Ananas Anam
Title:
Pinatex
Category:
Physical Product / In-Market
Annual ID:
OS22_IP002G
Award:
2022 IP & Products Gold Pencil
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Physical Product / In-Market
Annual ID:
OS22_IP003G
Award:
2022 Experiential & Immersive Gold Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Brand Installations
Annual ID:
OS22_EX003G
Award:
2022 Gaming Gold Pencil
Agency:
McCann / London + Craft / London
Client:
Microsoft / Xbox
Title:
Beyond Generations: Gaming Against Loneliness
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_GA005G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
Engine / London + EA / Guildford + Framestore / London + String and Tins / London
Client:
Kiyan Prince Foundation
Title:
Long Live the Prince
Category:
Games / Gaming
Annual ID:
OS22_BE005G
Award:
2022 Design Gold Pencil
Agency:
MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo
Client:
Totetsu Kogyo Co., Ltd.
Title:
TOTETSU Training Institute
Category:
Spatial Design / Wayfinding
Annual ID:
OS22_DE014G
Award:
2022 IP & Products Gold Pencil
Agency:
Google + Google Devices & Services Creative Team
Client:
Google
Title:
Real Tone
Category:
Digital Product / In-Market
Annual ID:
OS22_IP001G
Award:
2022 Public Relations Gold Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS22_PR006G
Award:
2022 Design Gold Pencil
Agency:
Africa / São Paulo
Client:
Folha de S.Paulo Newspaper
Title:
The Most Valuable News
Category:
Craft / Illustration
Annual ID:
OS22_DE016G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Sailor Studio + A9 Audio / São Paulo + Zubi / Miami
Client:
Burger King
Title:
The Impossible Combo
Category:
Brand Partnerships
Annual ID:
OS22_IN006G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Brand Partnerships
Annual ID:
OS22_IN007G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Writing / Series
Annual ID:
OS22_MI006G
Award:
2022 Public Relations Gold Pencil
Agency:
Africa / São Paulo
Client:
House of Lapland
Title:
Salla 2032
Category:
Current Event Response
Annual ID:
OS22_PR003G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Physical Product & Mobile Integration
Annual ID:
OS22_IN004G
Award:
2022 Experiential & Immersive Gold Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Brand Partnerships
Annual ID:
OS22_EX005G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Long Form Video / Single
Annual ID:
OS22_BE002G
Award:
2022 Social Media Gold Pencil
Agency:
OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client:
Good Fortune
Title:
RECEATS
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_SM011G
Award:
2022 Public Relations Gold Pencil
Agency:
Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client:
Change the Ref Inc.
Title:
The Lost Class
Category:
Integrated PR Campaign
Annual ID:
OS22_PR005G
Award:
2022 IP & Products Gold Pencil
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Innovation & Transformation / Innovation in IP & Products
Annual ID:
OS22_IP004G
Award:
2022 Music & Sound Craft Gold Pencil
Agency:
Havas Paris / Puteaux + AllSo / Paris + HRCLS / Puteaux
Client:
KFC France
Title:
KFC Ciné
Category:
Sound Design
Annual ID:
OS22_MS006G
Award:
2022 Film Gold Pencil
Agency:
4creative / London + Somesuch / London
Client:
Channel 4
Title:
Super. Human.
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI002G
Award:
2022 Film Gold Pencil
Agency:
Apple
Client:
Apple
Title:
Detectives
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI003G
Award:
2022 Film Gold Pencil
Agency:
dentsuMB / New York + FTX
Client:
FTX
Title:
Don't Miss Out
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI004G
Award:
2022 Film Gold Pencil
Agency:
Pulse Films + adam&eveDDB / London + IPC + Gatehouse / Capetown
Client:
International Paralympic Committee
Title:
#WeThe15
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI005G
Award:
2022 Direct Marketing Gold Pencil
Agency:
Africa / São Paulo
Client:
House of Lapland
Title:
Salla 2032
Category:
Targeted Video / Online
Annual ID:
OS22_DM004G
