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
TOTETSU Training Institute
Agency: MOTIVE Inc. / Tokyo + Totetsu Kogyo Co., Ltd. / Tokyo
Client: Totetsu Kogyo Co., Ltd. Category: Spatial Design / Wayfinding
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
Degree Inclusive
Agency: Wunderman Thompson Argentina
Client: Unilever Category: Packaging / Specialty
Shutter Ads
Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client: Heineken Category: Experiential & Installations / Brand Installations
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
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Events / Stunts / Competitions / In-Person
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client: Burger King Category: Broadcast / Series
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Real-Time Data
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Visual Craft / Animation
The Most Valuable News
Agency: Africa / São Paulo
Client: Folha de S.Paulo Newspaper Category: Craft / Printing & Production
Pokémon WONDER
Agency: SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client: The Pokémon Company Category: Experiential & Immersive Games
Pinatex
Agency: L&C / New York + Ananas Anam / London + Dole Sunshine Company / Singapore + Suitcase Productions / New York
Client: Dole Sunshine Company + Ananas Anam Category: Innovation & Transformation / Innovation in Health & Wellness
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Targeted Video / Online
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
Vienna strips on OnlyFans
Agency: Jung von Matt DONAU GmbH / Vienna
Client: Vienna Tourist Board Category: Media Relations
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
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
Building a More Inclusive Camera, Together
Agency: Doomsday Entertainment / Los Angeles + Snap Inc / Los Angeles + Brand New School / New York
Client: Snapchat Category: Innovation & Transformation / Innovation in Moving Image Craft
Creativity is Essential
Agency: AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client: Bacardi Bombay Sapphire Category: Innovation & Transformation / Innovation in Lockdown
Shutter Ads
Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client: Heineken Category: Innovation & Transformation / Innovation in Lockdown
Lil Sugar – Master of Disguise
Agency: Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Client: Hip Hop Public Health Category: Promotional Items / Booklets / Books / Brochures
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Spatial Design / Experiential & Immersive
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
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: Craft / Use of Technology
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
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
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Experiential Radio & Audio
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Experiential Radio & Audio
Eurythenes plasticus
Agency: BBDO Group Germany / Berlin + Sehsucht GmbH
Client: WWF Germany Category: Creative Effectiveness / Non-Profit / Charity
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
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Public Relations
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Brand Partnerships
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Innovation & Transformation / Innovation in IP & Products
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: Online & Mobile Video / Interactive Video
Real Tone
Agency: Google + Google Devices & Services Creative Team
Client: Google Category: Innovation & Transformation / Innovation in Interactive, Online, & Mobile
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Craft / Photography
New Iconic Kisses
Agency: Saigon Filmes / SÃO PAULO + GUT / São Paulo + MERCADO LIVRE (eBazar) / SÃO PAULO + NASH Production / SÃO PAULO
Client: Mercado Livre (Ebazar) Category: Casting
Shopping Inside Songs
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Digital & Online / Ecommerce
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown
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 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 Design Gold Pencil
Agency:
Wunderman Thompson Argentina
Client:
Unilever
Title:
Degree Inclusive
Category:
Packaging / Specialty
Annual ID:
OS22_DE009G
Award:
2022 Out of Home Gold Pencil
Agency:
Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client:
Heineken
Title:
Shutter Ads
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS22_OH004G
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 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:
Events / Stunts / Competitions / In-Person
Annual ID:
OS22_EX002G
Award:
2022 Radio & Audio Gold Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client:
Burger King
Title:
Even More Confusing Times
Category:
Broadcast / Series
Annual ID:
OS22_RA002G
Award:
2022 Branded Entertainment 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_BE007G
Award:
2022 Creative Use of Data Gold Pencil
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Real-Time Data
Annual ID:
OS22_CU003G
Award:
2022 Interactive & Mobile Craft Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Visual Craft / Animation
Annual ID:
OS22_IC002G
Award:
2022 Print Gold Pencil
Agency:
Africa / São Paulo
Client:
Folha de S.Paulo Newspaper
Title:
The Most Valuable News
Category:
Craft / Printing & Production
Annual ID:
OS22_PT001G
Award:
2022 Gaming Gold Pencil
Agency:
SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client:
The Pokémon Company
Title:
Pokémon WONDER
Category:
Experiential & Immersive Games
Annual ID:
OS22_GA003G
Award:
2022 Health & Wellness 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:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS22_HW008G
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
Award:
2022 Direct Marketing Gold Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Targeted Video / Online
Annual ID:
OS22_DM005G
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 Public Relations Gold Pencil
Agency:
Jung von Matt DONAU GmbH / Vienna
Client:
Vienna Tourist Board
Title:
Vienna strips on OnlyFans
Category:
Media Relations
Annual ID:
OS22_PR001G
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 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 Moving Image Craft Gold Pencil
Agency:
Doomsday Entertainment / Los Angeles + Snap Inc / Los Angeles + Brand New School / New York
Client:
Snapchat
Title:
Building a More Inclusive Camera, Together
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS22_MI018G
Award:
2022 Out of Home Gold Pencil
Agency:
AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client:
Bacardi Bombay Sapphire
Title:
Creativity is Essential
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_OH012G
Award:
2022 Out of Home Gold Pencil
Agency:
Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client:
Heineken
Title:
Shutter Ads
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_OH013G
Award:
2022 Print Gold Pencil
Agency:
Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Client:
Hip Hop Public Health
Title:
Lil Sugar – Master of Disguise
Category:
Promotional Items / Booklets / Books / Brochures
Annual ID:
OS22_PT005G
Award:
2022 Design 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:
Spatial Design / Experiential & Immersive
Annual ID:
OS22_DE013G
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 Experiential & Immersive Gold Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Craft / Use of Technology
Annual ID:
OS22_EX007G
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 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 Radio & Audio Gold Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA001G
Award:
2022 Radio & Audio Gold Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA006G
Award:
2022 Creative Effectiveness Gold Pencil
Agency:
BBDO Group Germany / Berlin + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS22_CE002G
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 Health & Wellness 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:
Public Relations
Annual ID:
OS22_HW004G
Award:
2022 Direct Marketing Gold Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Brand Partnerships
Annual ID:
OS22_DM014G
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 Interactive, Online & Mobile Gold Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Online & Mobile Video / Interactive Video
Annual ID:
OS22_IN003G
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 Out of Home 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:
Craft / Photography
Annual ID:
OS22_OH011G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
Saigon Filmes / SÃO PAULO + GUT / São Paulo + MERCADO LIVRE (eBazar) / SÃO PAULO + NASH Production / SÃO PAULO
Client:
Mercado Livre (Ebazar)
Title:
New Iconic Kisses
Category:
Casting
Annual ID:
OS22_MI017G
Award:
2022 Direct Marketing Gold Pencil
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Shopping Inside Songs
Category:
Digital & Online / Ecommerce
Annual ID:
OS22_DM009G
Award:
2022 Interactive, Online & Mobile Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta
Client:
Cox Communications
Title:
Drawn Closer
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_IN009G
