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
Buy Back Friday
Agency: Edelman / London + Ingka Group / The Hague
Client: IKEA Category: Events & Experiential
Gerry's Partisan Pizza
Agency: Mischief @ No Fixed Address + Dini Von Mueffling Consulting + Represent Us + The Bait Shoppe
Client: Represent Us Category: Events & Experiential
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Physical Product / In-Market
Drawn Closer
Agency: 180LA / Los Angeles + Cox Communications / Atlanta
Client: Cox Communications Category: Innovation & Transformation / Innovation in Lockdown
RECEATS
Agency: OneMethod / Toronto + Bensimon Byrne / Toronto + Narrative / Toronto
Client: Good Fortune Category: Innovation & Transformation / Innovation in Lockdown
OUT OF INK
Agency: Diario La Prensa / Managua + TBWA Nicaragua / Managua
Client: Diario LA PRENSA Category: Craft / Printing & Production
Keep Nature Standing
Agency: Landor & Fitch / Paris
Client: IUCN Save Our Species Category: Branding / Rebranding
VB Solar Exchange
Agency: Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Client: Carlton & United Breweries Category: Integrated Campaign
We Will Become Better
Agency: Voskhod + Daddy's Film Production / Moscow + SPOT Production / Moscow + HALAL / Amsterdam
Client: Russian LGBT Network Category: Long Form Video / Single
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Promotional / Collateral Items
Vienna strips on OnlyFans
Agency: Jung von Matt DONAU GmbH / Vienna
Client: Vienna Tourist Board Category: Social Post / Series
TOKYO 2020 Sport Pictograms
Agency: DENTSU INC. / Tokyo + CEKAI / Tokyo + TYO MONSTER / Tokyo + Hiromura Design Office / Tokyo
Client: The Tokyo Organising committee of the Olympic and Paralympic Games Category: Craft / Art Direction
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Innovation & Transformation / Innovation in Health & Wellness
Degree Inclusive
Agency: Wunderman Thompson Argentina
Client: Unilever Category: Innovation & Transformation / Innovation in Health & Wellness
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
The Night is Young
Agency: Publicis Italy / Milan + Good People / Atene + Sizzer B.V. / Amsterdam + Prodigious
Client: Heineken Category: Integrated Branding Campaign
David's Unusables
Agency: Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client: Motor Neurone Disease New Zealand (MND NZ) Category: Non-traditional & Guerrilla Marketing
Self-Exam Filter
Agency: Wunderman Thompson / Sao Paulo + Johnson & Johnson
Client: Johnson & Johnson Category: Utility
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Active Engagement / Call to Action
Roast Day
Agency: VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York
Client: Wendy's Category: Active Engagement / Call to Action
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Craft / Storytelling
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client: Burger King Category: Craft / Writing - Series
One
Agency: BBDO Group Germany / Berlin + WhatsApp Inc. / Menlo Park + BBDO / San Francisco + Iconoclast Germany GmbH / Berlin
Client: WhatsApp Category: Editing / Single
Independent Journalism for an Independent Life - Jordan
Agency: Cut+Run / New York + Droga5 / New York + LFR Productions / New York
Client: The New York Times Category: Editing / Single
No Comply
Agency: Droga5 / New York + Facebook / Instagram + Reset Content / New York + Blacksmith / New York
Client: Facebook Category: Editing / Single
Vienna strips on OnlyFans
Agency: Jung von Matt DONAU GmbH / Vienna
Client: Vienna Tourist Board Category: Current Event Response
Strangers
Agency: Trim Editing + Cosmo Street Editorial + Airbnb Productions LLC + Somesuch
Client: Airbnb Category: Television & VOD / Long Form - Single
Behind the Mac – Greatness
Agency: Apple
Client: Apple Category: Television & VOD / Long Form - Single
Independent Journalism for an Independent Life - Jordan
Agency: Droga5 / New York + The New York Times + LFR Productions / New York + Cut+Run / New York
Client: The New York Times Category: Television & VOD / Long Form - Single
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Online & Mobile Video / Online-only Video - Single
Chinese New Year - The Comeback
Agency: TBWA\Media Arts Lab / Shanghai + OMD / Shanghai + Lunar Films / Shanghai + MPC / Shanghai
Client: Apple Category: Online & Mobile Video / Online-only Video - Single
New York State of Mind
Agency: NYCNext / New York + Our Man In Havana / Brooklyn + Smartypants / Brooklyn + Tom Kitt / New York
Client: NYCNext Category: Music Adaptation / Song
Save it See it
Agency: GUT / Miami + Canja Audio Culture / Curitiba + Cosmo Street Editorial + Loveboat / Los Angeles
Client: AB InBev / Michelob ULTRA Category: Social Channel / Single Platform
Plastic fishing tournament
Agency: We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio
Client: AB InBev / Corona Category: Events / Stunts / Competitions / In-Person
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Use of Technology
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Spatial Design / Experiential & Immersive
Liquid Billboard
Agency: Havas Middle East / Dubai + Jack Morton / Dubai
Client: adidas Category: Spatial Design / Experiential & Immersive
Uber Heetch
Agency: Marcel / Paris
Client: Heetch Category: Innovation & Transformation / Innovation in Out of Home
Erase The Line
Agency: Intouch Group / New York + Videocubo.tv / Sao Paolo
Client: The Chrysalis Initiative Category: Print
The Breakaway
Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client: Decathlon Category: Games / Gaming
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Web Games / Brand Integration / Placement
Music Liberates Music Mixtape
Agency: BBDO / New York
Client: BACARDÍ Category: NFTs & the Metaverse / NFTs