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
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Events / Stunts / Competitions / In-Person
The Cold Campaign
Agency: Wunderman Thompson / Perth + Soundbyte Studios / Perth + Alucinor Productions / Perth
Client: Anglicare WA Category: Broadcast / Single
The Netflix Marquee
Agency: Netflix
Client: Netflix Category: Brand-Side Initiated & Originated Projects
The Milk Captcha
Agency: Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client: Oatly Category: Brand-Side Initiated & Originated Projects
The Heinicke Deal
Agency: 3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client: AB InBev / Bud Light Category: Social Post / Real-time Response
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Social Post / Real-time Response
hello literally everyone
Agency: Twitter / San Francisco
Client: Twitter Category: Social Post / Real-time Response
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Out of Home / Series
Whopper Heist
Agency: We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client: Burger King Argentina + Netflix Argentina Category: Brand Partnerships
The Homeless Bank Account
Agency: Wunderman Thompson / London
Client: HSBC UK Category: Brand Partnerships
Cheetle iD
Agency: Goodby Silverstein & Partners / San Francisco
Client: Cheetos Category: Ecommerce
Mystery Sniper
Agency: INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton
Client: Activision Blizzard / Call of Duty Category: Experiential / Virtual Events
The Truth Takes a Journalist
Agency: Droga5 / New York + Wave Studios / New York + Somesuch + Walker
Client: The New York Times Category: Sound Editing
Not Paris
Agency: Marcel / Paris
Client: Transavia Category: Innovation & Transformation / Innovation in Lockdown
The Unkown Heroes
Agency: Saatchi & Saatchi France / Paris + Prodigious / Saint-Denis
Client: ICRC International Committee of The Red Cross Category: Film
Disease Dilemmas
Agency: BWM Isobar / Sydney + dentsu Amplifi, Carat & MKTG / Sydney + The Pool Collective / Sydney
Client: The Garvan Institute of Medical Research Category: Out of Home
Bullying Out Of Home
Agency: Friends / Stockholm + Perfect Fools / Stockholm + Ocean Outdoor / Stockholm
Client: Friends Category: Out of Home
Fearless Night
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client: HandsAway Category: Out of Home
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Craft / Art Direction
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Digital & Online / Websites & Mobile
Project Courage
Agency: RPA Advertising / Los Angeles + Helium / Santa Monica + Lime Studios / Santa Monica
Client: American Honda Motor Co., Inc. Category: Innovation & Transformation / Innovation in Pharma
SOCIAL BULLETS
Agency: Area 23, An IPG Health Company / New York
Client: STAND FOR THE SILENT/KAZOO Category: Craft / Art Direction
13865 black dots and 2 red dots.
Agency: DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka + Plug Ltd. / Tokyo
Client: NAGASAKI SHIMBUNSHA Category: Newspaper / Single
Life, Scripted
Agency: Ogilvy / Chicago + Chicago International Film Festival / Chicago + Sarofsky / Chicago
Client: The Chicago International Film Festival Category: Billboards & Transit / Series
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Experiential Audio
Self-Exam Filter
Agency: Wunderman Thompson / Sao Paulo + Johnson & Johnson
Client: Johnson & Johnson Category: Social Media
Sopranos
Agency: Commonwealth//McCann / Detroit + MPC / Los Angeles + Work Editorial / Los Angeles + Park Pictures / Los Angeles
Client: Chevrolet Category: Brand Partnerships
Vicious Circle
Agency: Wunderman Thompson / London + Knucklehead
Client: HSBC UK Category: Brand Partnerships
SLOW ROAD
Agency: Cheil Worldwide / Seoul + T map Mobility / Seoul + The Shot / Seoul + Boxtree Co., Ltd. / Jeju
Client: JEJU TRAVEL ORGANIZATION Category: Innovation & Transformation / Innovation in Lockdown
Keep it Real Meals
Agency: DAVID / Madrid + DAVID / Miami + BURGER KING / Miami + Caviar / Los Angeles
Client: Burger King Category: Integrated Branding Campaign
NEW ICONIC KISSES
Agency: GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client: Mercado Livre (Ebazar) Category: Integrated Branding Campaign
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Integrated Branding Campaign
The Lil Jif Project
Agency: PSOne / New York + The J.M. Smucker Company / Orrville
Client: Jif Category: Integrated Branding Campaign
A Song for Every CMO
Agency: FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York
Client: Spotify Category: Custom Content
Auditorial
Agency: R/GA / London + R/GA / Sao Paolo + Google / London
Client: Google Category: Custom Content
The Academic | Google Slides Experience
Agency: BBDO / New York
Client: Capitol Records Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
Hi Toilet
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: THE NIPPON FOUNDATION Category: Spatial Design / Architecture
Only keep the best of France
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client: Le chocolat des Français Category: Craft / Illustration
Billie Eilish x Beat Saber
Agency: Meta + Good Company / Los Angeles + Rock Paper Scissors / Los Angeles + Ingenuity / Los Angeles
Client: Meta Quest [fka Oculus] Category: Craft / Art Direction
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Moving Image / Single
The Ad Break Championship – GTI Hijack
Agency: DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client: Volkswagen Group Australia Category: Gaming / Mobile
Beyond Generations: Gaming Against Loneliness
Agency: McCann / London + Craft / London
Client: Microsoft / Xbox Category: Innovation & Transformation / Innovation in Gaming
Air Max Day Worldwide
Agency: Nike / Portland + Stink Studios / New York
Client: Nike Category: Digital Design
The 9th Lane
Agency: BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client: Lacoste Category: Social Channel / Multi-Platform
OREO Thins Protection Program
Agency: the community / Miami + OREO / New York
Client: OREO Category: Social Channel / Multi-Platform
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Craft / Art Direction
Award:
2022 Experiential & Immersive Bronze Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Events / Stunts / Competitions / In-Person
Annual ID:
OS22_EX019B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
Wunderman Thompson / Perth + Soundbyte Studios / Perth + Alucinor Productions / Perth
Client:
Anglicare WA
Title:
The Cold Campaign
Category:
Broadcast / Single
Annual ID:
OS22_RA013B
Award:
2022 Brand-Side / In-House Bronze Pencil
Agency:
Netflix
Client:
Netflix
Title:
The Netflix Marquee
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS007B
Award:
2022 Brand-Side / In-House Bronze Pencil
Agency:
Oatly Department of Mind Control / Malmö + WeTransfer / Amsterdam
Client:
Oatly
Title:
The Milk Captcha
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS22_BS008B
Award:
2022 Social Media Bronze Pencil
Agency:
3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client:
AB InBev / Bud Light
Title:
The Heinicke Deal
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM022B
Award:
2022 Social Media Bronze Pencil
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM023B
Award:
2022 Social Media Bronze Pencil
Agency:
Twitter / San Francisco
Client:
Twitter
Title:
hello literally everyone
Category:
Social Post / Real-time Response
Annual ID:
OS22_SM024B
Award:
2022 Design Bronze Pencil
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Out of Home / Series
Annual ID:
OS22_DE042B
Award:
2022 Out of Home Bronze Pencil
Agency:
We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client:
Burger King Argentina + Netflix Argentina
Title:
Whopper Heist
Category:
Brand Partnerships
Annual ID:
OS22_OH024B
Award:
2022 Out of Home Bronze Pencil
Agency:
Wunderman Thompson / London
Client:
HSBC UK
Title:
The Homeless Bank Account
Category:
Brand Partnerships
Annual ID:
OS22_OH025B
Award:
2022 Experiential & Immersive Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Cheetos
Title:
Cheetle iD
Category:
Ecommerce
Annual ID:
OS22_EX021B
Award:
2022 Direct Marketing Bronze Pencil
Agency:
INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton
Client:
Activision Blizzard / Call of Duty
Title:
Mystery Sniper
Category:
Experiential / Virtual Events
Annual ID:
OS22_DM032B
Award:
2022 Music & Sound Craft Bronze Pencil
Agency:
Droga5 / New York + Wave Studios / New York + Somesuch + Walker
Client:
The New York Times
Title:
The Truth Takes a Journalist
Category:
Sound Editing
Annual ID:
OS22_MS023B
Award:
2022 Social Media Bronze Pencil
Agency:
Marcel / Paris
Client:
Transavia
Title:
Not Paris
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_SM038B
Award:
2022 Pharma Bronze Pencil
Agency:
Saatchi & Saatchi France / Paris + Prodigious / Saint-Denis
Client:
ICRC International Committee of The Red Cross
Title:
The Unkown Heroes
Category:
Film
Annual ID:
OS22_PH009B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
BWM Isobar / Sydney + dentsu Amplifi, Carat & MKTG / Sydney + The Pool Collective / Sydney
Client:
The Garvan Institute of Medical Research
Title:
Disease Dilemmas
Category:
Out of Home
Annual ID:
OS22_HW026B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
Friends / Stockholm + Perfect Fools / Stockholm + Ocean Outdoor / Stockholm
Client:
Friends
Title:
Bullying Out Of Home
Category:
Out of Home
Annual ID:
OS22_HW027B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client:
HandsAway
Title:
Fearless Night
Category:
Out of Home
Annual ID:
OS22_HW028B
Award:
2022 Experiential & Immersive Bronze 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 / Art Direction
Annual ID:
OS22_EX024B
Award:
2022 Direct Marketing Bronze Pencil
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
The Cost of Bullying
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS22_DM033B
Award:
2022 Pharma Bronze Pencil
Agency:
RPA Advertising / Los Angeles + Helium / Santa Monica + Lime Studios / Santa Monica
Client:
American Honda Motor Co., Inc.
Title:
Project Courage
Category:
Innovation & Transformation / Innovation in Pharma
Annual ID:
OS22_PH012B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
Area 23, An IPG Health Company / New York
Client:
STAND FOR THE SILENT/KAZOO
Title:
SOCIAL BULLETS
Category:
Craft / Art Direction
Annual ID:
OS22_HW030B
Award:
2022 Print Bronze Pencil
Agency:
DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka + Plug Ltd. / Tokyo
Client:
NAGASAKI SHIMBUNSHA
Title:
13865 black dots and 2 red dots.
Category:
Newspaper / Single
Annual ID:
OS22_PT016B
Award:
2022 Out of Home Bronze Pencil
Agency:
Ogilvy / Chicago + Chicago International Film Festival / Chicago + Sarofsky / Chicago
Client:
The Chicago International Film Festival
Title:
Life, Scripted
Category:
Billboards & Transit / Series
Annual ID:
OS22_OH022B
Award:
2022 Experiential & Immersive Bronze Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Experiential Audio
Annual ID:
OS22_EX023B
Award:
2022 Health & Wellness Bronze Pencil
Agency:
Wunderman Thompson / Sao Paulo + Johnson & Johnson
Client:
Johnson & Johnson
Title:
Self-Exam Filter
Category:
Social Media
Annual ID:
OS22_HW024B
Award:
2022 Film Bronze Pencil
Agency:
Commonwealth//McCann / Detroit + MPC / Los Angeles + Work Editorial / Los Angeles + Park Pictures / Los Angeles
Client:
Chevrolet
Title:
Sopranos
Category:
Brand Partnerships
Annual ID:
OS22_FI038B
Award:
2022 Film Bronze Pencil
Agency:
Wunderman Thompson / London + Knucklehead
Client:
HSBC UK
Title:
Vicious Circle
Category:
Brand Partnerships
Annual ID:
OS22_FI039B
Award:
2022 Creative Use of Data Bronze Pencil
Agency:
Cheil Worldwide / Seoul + T map Mobility / Seoul + The Shot / Seoul + Boxtree Co., Ltd. / Jeju
Client:
JEJU TRAVEL ORGANIZATION
Title:
SLOW ROAD
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_CU013B
Award:
2022 Integrated Bronze Pencil
Agency:
DAVID / Madrid + DAVID / Miami + BURGER KING / Miami + Caviar / Los Angeles
Client:
Burger King
Title:
Keep it Real Meals
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG010B
Award:
2022 Integrated Bronze Pencil
Agency:
GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client:
Mercado Livre (Ebazar)
Title:
NEW ICONIC KISSES
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG011B
Award:
2022 Integrated Bronze 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 Branding Campaign
Annual ID:
OS22_IG012B
Award:
2022 Integrated Bronze Pencil
Agency:
PSOne / New York + The J.M. Smucker Company / Orrville
Client:
Jif
Title:
The Lil Jif Project
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG013B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York
Client:
Spotify
Title:
A Song for Every CMO
Category:
Custom Content
Annual ID:
OS22_RA014B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
R/GA / London + R/GA / Sao Paolo + Google / London
Client:
Google
Title:
Auditorial
Category:
Custom Content
Annual ID:
OS22_RA015B
Award:
2022 Interactive & Mobile Craft Bronze Pencil
Agency:
BBDO / New York
Client:
Capitol Records
Title:
The Academic | Google Slides Experience
Category:
Innovation & Transformation / Innovation in Interactive & Mobile Craft
Annual ID:
OS22_IC014B
Award:
2022 Design Bronze Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo
Client:
THE NIPPON FOUNDATION
Title:
Hi Toilet
Category:
Spatial Design / Architecture
Annual ID:
OS22_DE044B
Award:
2022 Design Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client:
Le chocolat des Français
Title:
Only keep the best of France
Category:
Craft / Illustration
Annual ID:
OS22_DE049B
Award:
2022 Integrated Bronze Pencil
Agency:
Meta + Good Company / Los Angeles + Rock Paper Scissors / Los Angeles + Ingenuity / Los Angeles
Client:
Meta Quest [fka Oculus]
Title:
Billie Eilish x Beat Saber
Category:
Craft / Art Direction
Annual ID:
OS22_IG017B
Award:
2022 Integrated Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Joy of Later Life Sex
Category:
Craft / Art Direction
Annual ID:
OS22_IG018B
Award:
2022 Design Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Moving Image / Single
Annual ID:
OS22_DE046B
Award:
2022 Interactive, Online & Mobile Bronze Pencil
Agency:
DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client:
Volkswagen Group Australia
Title:
The Ad Break Championship – GTI Hijack
Category:
Gaming / Mobile
Annual ID:
OS22_IN025B
Award:
2022 Gaming Bronze Pencil
Agency:
McCann / London + Craft / London
Client:
Microsoft / Xbox
Title:
Beyond Generations: Gaming Against Loneliness
Category:
Innovation & Transformation / Innovation in Gaming
Annual ID:
OS22_GA009B
Award:
2022 Design Bronze Pencil
Agency:
Nike / Portland + Stink Studios / New York
Client:
Nike
Title:
Air Max Day Worldwide
Category:
Digital Design
Annual ID:
OS22_DE040B
Award:
2022 Creative Use of Data Bronze Pencil
Agency:
PS21 / Madrid
Client:
KFC
Title:
KFCopypaste
Category:
Social Media
Annual ID:
OS22_CU011B
Award:
2022 Pharma Bronze Pencil
Agency:
21GRAMS / London
Client:
AstraZeneca
Title:
The Big Sneeze
Category:
Out of Home
Annual ID:
OS22_PH011B
Award:
2022 Social Media Bronze Pencil
Agency:
BETC / Paris + Mars Octobre Music / Paris + Collectif Ensemble / Paris + Duck Factory / Paris
Client:
Lacoste
Title:
The 9th Lane
Category:
Social Channel / Multi-Platform
Annual ID:
OS22_SM019B
Award:
2022 Social Media Bronze Pencil
Agency:
the community / Miami + OREO / New York
Client:
OREO
Title:
OREO Thins Protection Program
Category:
Social Channel / Multi-Platform
Annual ID:
OS22_SM020B
Award:
2022 Design Bronze Pencil
Agency:
Apple Marcom
Client:
Apple
Title:
Apple Music Spatial Audio Launch
Category:
Craft / Art Direction
Annual ID:
OS22_DE047B
Award:
2022 Design Bronze 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 / Art Direction
Annual ID:
OS22_DE048B
