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 Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Best of Show
Hidden Spots
Agency: GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client: Kraft Heinz + Activision Blizzard Category: Best of Interactive, Online & Mobile
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: Best of Creative Effectiveness
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Best of Gaming
The Most Valuable News
Agency: Africa / São Paulo
Client: Folha de S.Paulo Newspaper Category: Best of Print
Open Spaces
Agency: Riff Raff Films / London + 750mph / London + MPC / London + Final Cut
Client: Burberry Category: Best of Film
TIENDA CERCA
Agency: draftLine AB InBev Colombia / Bogota + Abaco / Bogota + Macarena
Client: AB INBEV COLOMBIA / TIENDA CERCA Category: Best of Brand-Side / In-House
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Best of Experiential & Immersive
Pinatex
Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client: Dole Sunshine Company + Ananas Anam Category: Best of Health & Wellness
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Best of Music & Sound Craft
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Best of Out of Home
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Best of Social Media
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: Best of Branded Entertainment
The Unfiltered History Tour
Agency: Dentsu Creative / Bengaluru
Client: VICE World News Category: Best of Radio & Audio
DojaCode
Agency: Mojo Supermarket + Active Theory + Girls Who Code
Client: Girls Who Code Category: Best of Interactive & Mobile Craft
David's Unusables
Agency: Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client: Motor Neurone Disease New Zealand (MND NZ) Category: Best of Pharma
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Best of Creative Use of Data
Real Tone
Agency: Google + Google Devices & Services Creative Team
Client: Google Category: Best of IP & Products
Shutter Ads
Agency: Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client: Heineken Category: Best of Direct Marketing
Timelapse in Google Earth
Agency: Google + Google Creative Lab
Client: Google Category: Best of Design
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Best of Integrated
Vienna strips on OnlyFans
Agency: Jung von Matt DONAU GmbH / Vienna
Client: Vienna Tourist Board Category: Best of Public Relations
Real Tone
Agency: Google + Google Devices & Services Creative Team
Client: Google Category: CMO Pencil
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Fusion Pencil
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: Fusion Pencil
The Micropedia of Microaggressions
Agency: Zulu Alpha Kilo / Toronto + Zulubot / Toronto + Black Business and Professional Association / Toronto
Client: Black Business and Professional Association, et al. Category: Fusion Pencil
Pinatex
Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client: Dole Sunshine Company + Ananas Anam Category: Sustainable Development Goals
WATERLIGHT
Agency: Wunderman Thompson / Bogota
Client: E-DINA ENERGY Category: Sustainable Development Goals
Pinatex
Agency: L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client: Dole Sunshine Company + Ananas Anam Category: Green Pencil
#TurnToCold
Agency: Saatchi & Saatchi / New York
Client: Procter & Gamble / Tide Category: Green Pencil
Home Sweet Home Ep2
Agency: Ogilvy Group Thailand / Bangkok + Tourism Authority of Thailand / Bangkok + Yggdrazil Group / Bangkok + DON Film / Bangkok
Client: Tourism Authority of Thailand Category: PC Games / Brand Integration / Placement
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Music Adaptation / Song
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Experiential & Installations / Experiential & Immersive
Creativity is Essential
Agency: AMV BBDO / London + OMD / London + Ogilvy PR / London + Niemand Studio / London
Client: Bacardi Bombay Sapphire Category: Experiential & Installations / Experiential & Immersive
Chicago Not In Chicago
Agency: Energy BBDO / Chicago + World Business Chicago / City of Chicago + Black Madre + Flare / Chicago
Client: City of Chicago Category: Experiential & Installations / Experiential & Immersive
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Innovation & Transformation / Innovation in Gaming
The Lost Class
Agency: Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs
Client: Change the Ref Inc. Category: Events & Experiential
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
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 Breakaway
Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client: Decathlon Category: Experiential / Virtual Events
Hate to Protect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Guides TAO Category: User-Generated Content
Vienna strips on OnlyFans
Agency: Jung von Matt DONAU GmbH / Vienna
Client: Vienna Tourist Board Category: Media Relations
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 - Series
Pokémon WONDER
Agency: SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client: The Pokémon Company Category: Experiential & Immersive Games
Degree Inclusive
Agency: Wunderman Thompson Argentina
Client: Unilever Category: Packaging / Specialty
The Bread Exam
Agency: McCann / Paris
Client: Spinneys + Lebanese Breast Cancer Foundation Category: Innovation & Transformation / Innovation in Public Relations
Signal For Help
Agency: Juniper Park \ TBWA / Toronto
Client: Canadian Women's Foundation Category: Multi-Country or Global / Non-Profit / Charity
Award:
2022 Best of Show Best of Show 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:
Best of Show
Annual ID:
OS22_CU001G
Award:
2022 Moving Image Craft Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Best of Moving Image Craft
Annual ID:
OS22_MI001G
Award:
2022 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + I Hate Flash + Mol / São Paulo
Client:
Kraft Heinz + Activision Blizzard
Title:
Hidden Spots
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS22_IN001G
Award:
2022 Creative Effectiveness Best of Discipline Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
Courage is Beautiful
Category:
Best of Creative Effectiveness
Annual ID:
OS22_CE001G
Award:
2022 Gaming Best of Discipline Pencil
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
The Cost of Bullying
Category:
Best of Gaming
Annual ID:
OS22_GA001G
Award:
2022 Print Best of Discipline Pencil
Agency:
Africa / São Paulo
Client:
Folha de S.Paulo Newspaper
Title:
The Most Valuable News
Category:
Best of Print
Annual ID:
OS22_PT001G
Award:
2022 Film Best of Discipline Pencil
Agency:
Riff Raff Films / London + 750mph / London + MPC / London + Final Cut
Client:
Burberry
Title:
Open Spaces
Category:
Best of Film
Annual ID:
OS22_FI001G
Award:
2022 Brand-Side / In-House Best of Discipline Pencil
Agency:
draftLine AB InBev Colombia / Bogota + Abaco / Bogota + Macarena
Client:
AB INBEV COLOMBIA / TIENDA CERCA
Title:
TIENDA CERCA
Category:
Best of Brand-Side / In-House
Annual ID:
OS22_BS001G
Award:
2022 Experiential & Immersive Best of Discipline 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:
Best of Experiential & Immersive
Annual ID:
OS22_EX001G
Award:
2022 Health & Wellness Best of Discipline Pencil
Agency:
L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client:
Dole Sunshine Company + Ananas Anam
Title:
Pinatex
Category:
Best of Health & Wellness
Annual ID:
OS22_HW001G
Award:
2022 Music & Sound Craft Best of Discipline Pencil
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Best of Music & Sound Craft
Annual ID:
OS22_MS001G
Award:
2022 Out of Home Best of Discipline 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:
Best of Out of Home
Annual ID:
OS22_OH001G
Award:
2022 Social Media Best of Discipline Pencil
Agency:
McCann / Paris
Client:
Spinneys + Lebanese Breast Cancer Foundation
Title:
The Bread Exam
Category:
Best of Social Media
Annual ID:
OS22_SM001G
Award:
2022 Branded Entertainment Best of Discipline Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Best of Branded Entertainment
Annual ID:
OS22_BE001G
Award:
2022 Radio & Audio Best of Discipline Pencil
Agency:
Dentsu Creative / Bengaluru
Client:
VICE World News
Title:
The Unfiltered History Tour
Category:
Best of Radio & Audio
Annual ID:
OS22_RA001G
Award:
2022 Interactive & Mobile Craft Best of Discipline Pencil
Agency:
Mojo Supermarket + Active Theory + Girls Who Code
Client:
Girls Who Code
Title:
DojaCode
Category:
Best of Interactive & Mobile Craft
Annual ID:
OS22_IC001G
Award:
2022 Pharma Best of Discipline Pencil
Agency:
Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client:
Motor Neurone Disease New Zealand (MND NZ)
Title:
David's Unusables
Category:
Best of Pharma
Annual ID:
OS22_PH001G
Award:
2022 Creative Use of Data Best of Discipline 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:
Best of Creative Use of Data
Annual ID:
OS22_CU001G
Award:
2022 IP & Products Best of Discipline Pencil
Agency:
Google + Google Devices & Services Creative Team
Client:
Google
Title:
Real Tone
Category:
Best of IP & Products
Annual ID:
OS22_IP001G
Award:
2022 Direct Marketing Best of Discipline Pencil
Agency:
Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina
Client:
Heineken
Title:
Shutter Ads
Category:
Best of Direct Marketing
Annual ID:
OS22_DM001G
Award:
2022 Design Best of Discipline Pencil
Agency:
Google + Google Creative Lab
Client:
Google
Title:
Timelapse in Google Earth
Category:
Best of Design
Annual ID:
OS22_DE001G
Award:
2022 Integrated Best of Discipline Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Best of Integrated
Annual ID:
OS22_IG001G
Award:
2022 Public Relations Best of Discipline Pencil
Agency:
Jung von Matt DONAU GmbH / Vienna
Client:
Vienna Tourist Board
Title:
Vienna strips on OnlyFans
Category:
Best of Public Relations
Annual ID:
OS22_PR001G
Award:
2022 Penta Pencil Penta Pencil
Agency:
Ogilvy UK / London
Client:
DOVE
Title:
A 65-Year Partnership
Category:
Penta Pencil
Annual ID:
OS22_PP001P
Award:
2022 CMO Pencil CMO Pencil
Agency:
Google + Google Devices & Services Creative Team
Client:
Google
Title:
Real Tone
Category:
CMO Pencil
Annual ID:
OS22_CM001G
Award:
2022 Fusion Pencil Fusion Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Fusion Pencil
Annual ID:
OS22_FP001F
Award:
2022 Fusion Pencil Fusion Pencil
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:
Fusion Pencil
Annual ID:
OS22_FP002F
Award:
2022 Fusion Pencil Fusion Pencil
Agency:
Zulu Alpha Kilo / Toronto + Zulubot / Toronto + Black Business and Professional Association / Toronto
Client:
Black Business and Professional Association, et al.
Title:
The Micropedia of Microaggressions
Category:
Fusion Pencil
Annual ID:
OS22_FP003F
Award:
2022 Sustainable Development Goals Pencil SDG Pencil
Agency:
L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client:
Dole Sunshine Company + Ananas Anam
Title:
Pinatex
Category:
Sustainable Development Goals
Annual ID:
OS22_SD001D
Award:
2022 Sustainable Development Goals Pencil SDG Pencil
Agency:
Wunderman Thompson / Bogota
Client:
E-DINA ENERGY
Title:
WATERLIGHT
Category:
Sustainable Development Goals
Annual ID:
OS22_SD002D
Award:
2022 Green Pencil Green Pencil
Agency:
L&C / New York + Dole Sunshine Company / Singapore + Ananas Anam / London + Suitcase Productions / New York
Client:
Dole Sunshine Company + Ananas Anam
Title:
Pinatex
Category:
Green Pencil
Annual ID:
OS22_GP001E
Award:
2022 Green Pencil Green Pencil
Agency:
Saatchi & Saatchi / New York
Client:
Procter & Gamble / Tide
Title:
#TurnToCold
Category:
Green Pencil
Annual ID:
OS22_GP002E
Award:
2022 Gaming Gold Pencil
Agency:
Ogilvy Group Thailand / Bangkok + Tourism Authority of Thailand / Bangkok + Yggdrazil Group / Bangkok + DON Film / Bangkok
Client:
Tourism Authority of Thailand
Title:
Home Sweet Home Ep2
Category:
PC Games / Brand Integration / Placement
Annual ID:
OS22_GA002G
Award:
2022 Music & Sound Craft Gold Pencil
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Music Adaptation / Song
Annual ID:
OS22_MS001G
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:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH001G
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:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH005G
Award:
2022 Out of Home Gold Pencil
Agency:
Energy BBDO / Chicago + World Business Chicago / City of Chicago + Black Madre + Flare / Chicago
Client:
City of Chicago
Title:
Chicago Not In Chicago
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS22_OH006G
Award:
2022 Gaming Gold Pencil
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
The Cost of Bullying
Category:
Innovation & Transformation / Innovation in Gaming
Annual ID:
OS22_GA001G
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:
Events & Experiential
Annual ID:
OS22_PR002G
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:
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 Branded Entertainment Gold Pencil
Agency:
BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client:
Decathlon
Title:
The Breakaway
Category:
Experiential / Virtual Events
Annual ID:
OS22_BE006G
Award:
2022 Social Media Gold Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Guides TAO
Title:
Hate to Protect
Category:
User-Generated Content
Annual ID:
OS22_SM005G
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 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 - Series
Annual ID:
OS22_FI009G
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 Design Gold Pencil
Agency:
Wunderman Thompson Argentina
Client:
Unilever
Title:
Degree Inclusive
Category:
Packaging / Specialty
Annual ID:
OS22_DE009G
Award:
2022 Design Gold Pencil
Agency:
Tátil Design
Client:
Rio Carnaval
Title:
Rio Carnaval - Logo
Category:
Branding / Logo
Annual ID:
OS22_DE002G
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 Creative Effectiveness Gold Pencil
Agency:
Juniper Park \ TBWA / Toronto
Client:
Canadian Women's Foundation
Title:
Signal For Help
Category:
Multi-Country or Global / Non-Profit / Charity
Annual ID:
OS22_CE004G
