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 Great Celebrity Hack
Agency: Leo Burnett India / Mumbai
Client: Burger King Category: Stunts & Activations
Ketchup to the rescue
Agency: Ogilvy Germany
Client: Curtice Brothers GmbH Category: Stunts & Activations
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Stunts & Activations
Happy Birthday from Earth
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm
Client: Husqvarna Category: Stunts & Activations
Inside Jobs
Agency: DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client: VOLKSWAGEN GROUP FRANCE Category: Stunts & Activations
Empty Plates
Agency: Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client: UAE Government Media Office Category: Stunts & Activations
French Toast Guy
Agency: McCann Canada / Toronto
Client: Wendy's Canada Category: Stunts & Activations
Pee in a Busch, Save a Tree
Agency: The Martin Agency / Richmond
Client: Busch Category: Stunts & Activations
Tropicana Crunch Cereal
Agency: Cramer-Krasselt / Chicago + MullenLowe + OMD
Client: Tropicana Category: Stunts & Activations
Casper Sleepers
Agency: VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York
Client: Casper Category: Stunts & Activations
Anti-Hate Keyboard
Agency: INNOCEAN Indonesia / Jakarta + Level Up / Jakarta + Frame Logic Post / Jakarta + Suara Suku Audio Post / Jakarta
Client: Esports.id Category: Innovation & Transformation / Innovation in Experiential
The Shuffle Ticket
Agency: Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client: Live Nation / Luger Category: Innovation & Transformation / Innovation in Experiential
Hack Market
Agency: Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client: Back Market Category: Innovation & Transformation / Innovation in Experiential
Burger Glitch
Agency: DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client: Burger King Category: Innovation & Transformation / Innovation in Experiential
THE UNDENIABLE STREET VIEW
Agency: ‿ and us / Dubai + BlackBox / Dubai
Client: UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS Category: Innovation & Transformation / Innovation in Experiential
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Innovation & Transformation / Innovation in Experiential
Girls Who Code Girls
Agency: Mojo Supermarket + makemepulse + Girls Who Code
Client: Girls Who Code Category: Innovation & Transformation / Innovation in Experiential
Are You Press Worthy?
Agency: TBWA\Chiat\Day NY / New York
Client: Columbia Journalism Review Category: Real-Time Data
Cheat Cookies
Agency: Saatchi & Saatchi / Düsseldorf
Client: Mondelēz Europe / Oreo Category: Brand Partnerships
McDrip
Agency: NORD DDB / Helsinki + Food Folk Suomi / McDonald's Finland / Helsinki + Vain Fashion Group / Helsinki
Client: Food Folk Suomi / McDonald's Finland Category: Brand Partnerships
Netflix's Heart Beats TunTum
Agency: Wunderman Thompson / São Paulo + Netflix
Client: Netflix Category: Brand Partnerships
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Brand Partnerships
#BringBack2011
Agency: Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India
Client: Oreo India Category: Non-traditional & Guerrilla Marketing
The Missing Chapter
Agency: Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client: P&G Whisper Category: Non-traditional & Guerrilla Marketing
Chatpat
Agency: FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago
Client: SOS Children's Villages Category: Non-traditional & Guerrilla Marketing
The Truth Wins
Agency: DDB Group Germany
Client: Reporters Without Borders (RSF) Category: Non-traditional & Guerrilla Marketing
The Tattoo Duo Over
Agency: BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client: Duolingo Category: Non-traditional & Guerrilla Marketing
Scratchboards
Agency: DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client: Activision Category: Non-traditional & Guerrilla Marketing
Missing Stock
Agency: Wunderman Thompson / Bogotá
Client: Fundación Internacional Para El Reencuentro / MUDI Category: Non-traditional & Guerrilla Marketing
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Non-traditional & Guerrilla Marketing
The Pirate Match
Agency: Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Client: Directv Go Category: Non-traditional & Guerrilla Marketing
The Refugee Jatoba
Agency: Africa / São Paulo + Articulation of Indigenous Peoples of Brazil - APIB + Hungry Man / São Paulo + Pindorama Filmes / São Paulo
Client: APIB Category: Non-traditional & Guerrilla Marketing
The Elections Edition
Agency: Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client: An Nahar Newspaper Category: Non-traditional & Guerrilla Marketing
Empty Plates
Agency: Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client: UAE Government Media Office Category: Non-traditional & Guerrilla Marketing
Triangle Tracker
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Non-traditional & Guerrilla Marketing
Add The M
Agency: Rethink + YWCA Metro / Vancouver
Client: YWCA Metro Vancouver Category: Non-traditional & Guerrilla Marketing
NRA Children's Museum
Agency: Hungry Man / Los Angeles + Ogilvy / Chicago + Change the Ref + Tusk Strategies
Client: Change the Ref Category: Non-traditional & Guerrilla Marketing
Anytime Anytime
Agency: Mischief @ No Fixed Address / Brooklyn + Anytime Fitness + Strike Anywhere
Client: Anytime Fitness Category: Non-traditional & Guerrilla Marketing
The Truth Wins
Agency: DDB Group Germany
Client: Reporters Without Borders (RSF) Category: Online Community Platform / Use of Existing Platform
Black Characters
Agency: FCB Brasil / São Paulo + FCB Studio / São Paulo
Client: Raça Magazine Category: Online Community Platform / Use of Existing Platform
Bill it to Bezos
Agency: Angry Butterfly / Toronto
Client: Jane/Finch Community Centre Category: Online Community Platform / Use of Existing Platform
Verizon Pepsi Halftime Ultra Pass
Agency: R/GA US
Client: Verizon Category: Experiential / Virtual Events
Dubbing Factory
Agency: HEREZIE / PARIS + PRIME VIDEO / PARIS
Client: Prime Video Category: Social Channel / Single Platform
Shoppable Armpits
Agency: Wunderman Thompson Argentina / Buenos Aires + Wunderman Thompson / New York
Client: Unilever Category: Social Channel / Single Platform
Uninterrupted Stories
Agency: Neon, an IPG Health Company / New York
Client: Safe in Harm’s Way Category: Social Channel / Single Platform
Nike 50th Anniversary
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: Social Channel / Single Platform
#MissionToUranus
Agency: BeautifulBeast / Dallas + Colon Cancer Coalition / Edina + Republic Editorial / Dallas + Latina Studio / Bogotá
Client: Colon Cancer Coalition Category: Social Channel / Single Platform
House of Legends
Agency: Cossette / Toronto + Rajakovic Electric / Toronto + Nimiopere / Toronto + Scouts Honour / Toronto
Client: SickKids Foundation Category: Craft / Writing
Bundy Mixer
Agency: Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Herd MSL / Sydney + National Rugby League
Client: Diageo / Bundaberg Rum Category: Brand Partnerships
Cheat Cookies
Agency: Saatchi & Saatchi / Düsseldorf
Client: Mondelēz Europe / Oreo Category: Brand Partnerships
Award:
2023 Social Media Merit Award
Agency:
Leo Burnett India / Mumbai
Client:
Burger King
Title:
The Great Celebrity Hack
Category:
Stunts & Activations
Annual ID:
OS23_SM088M
Award:
2023 Social Media Merit Award
Agency:
Ogilvy Germany
Client:
Curtice Brothers GmbH
Title:
Ketchup to the rescue
Category:
Stunts & Activations
Annual ID:
OS23_SM089M
Award:
2023 Social Media Merit Award
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Stunts & Activations
Annual ID:
OS23_SM090M
Award:
2023 Social Media Merit Award
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm
Client:
Husqvarna
Title:
Happy Birthday from Earth
Category:
Stunts & Activations
Annual ID:
OS23_SM091M
Award:
2023 Social Media Merit Award
Agency:
DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client:
VOLKSWAGEN GROUP FRANCE
Title:
Inside Jobs
Category:
Stunts & Activations
Annual ID:
OS23_SM092M
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client:
UAE Government Media Office
Title:
Empty Plates
Category:
Stunts & Activations
Annual ID:
OS23_SM093M
Award:
2023 Social Media Merit Award
Agency:
McCann Canada / Toronto
Client:
Wendy's Canada
Title:
French Toast Guy
Category:
Stunts & Activations
Annual ID:
OS23_SM094M
Award:
2023 Social Media Merit Award
Agency:
The Martin Agency / Richmond
Client:
Busch
Title:
Pee in a Busch, Save a Tree
Category:
Stunts & Activations
Annual ID:
OS23_SM095M
Award:
2023 Social Media Merit Award
Agency:
Cramer-Krasselt / Chicago + MullenLowe + OMD
Client:
Tropicana
Title:
Tropicana Crunch Cereal
Category:
Stunts & Activations
Annual ID:
OS23_SM096M
Award:
2023 Social Media Merit Award
Agency:
VaynerMedia / New York + Casper / New York + Moxie Communications / New York + Eva Nosidam Productions / New York
Client:
Casper
Title:
Casper Sleepers
Category:
Stunts & Activations
Annual ID:
OS23_SM097M
Award:
2023 Experiential & Immersive Merit Award
Agency:
INNOCEAN Indonesia / Jakarta + Level Up / Jakarta + Frame Logic Post / Jakarta + Suara Suku Audio Post / Jakarta
Client:
Esports.id
Title:
Anti-Hate Keyboard
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX090M
Award:
2023 Experiential & Immersive Merit Award
Agency:
Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client:
Live Nation / Luger
Title:
The Shuffle Ticket
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX091M
Award:
2023 Experiential & Immersive Merit Award
Agency:
Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client:
Back Market
Title:
Hack Market
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX092M
Award:
2023 Experiential & Immersive Merit Award
Agency:
DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client:
Burger King
Title:
Burger Glitch
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX093M
Award:
2023 Experiential & Immersive Merit Award
Agency:
‿ and us / Dubai + BlackBox / Dubai
Client:
UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS
Title:
THE UNDENIABLE STREET VIEW
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX094M
Award:
2023 Experiential & Immersive Merit Award
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX095M
Award:
2023 Experiential & Immersive Merit Award
Agency:
Mojo Supermarket + makemepulse + Girls Who Code
Client:
Girls Who Code
Title:
Girls Who Code Girls
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS23_EX096M
Award:
2023 Creative Use of Data Merit Award
Agency:
TBWA\Chiat\Day NY / New York
Client:
Columbia Journalism Review
Title:
Are You Press Worthy?
Category:
Real-Time Data
Annual ID:
OS23_CU035M
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi / Düsseldorf
Client:
Mondelēz Europe / Oreo
Title:
Cheat Cookies
Category:
Brand Partnerships
Annual ID:
OS23_SM108M
Award:
2023 Social Media Merit Award
Agency:
NORD DDB / Helsinki + Food Folk Suomi / McDonald's Finland / Helsinki + Vain Fashion Group / Helsinki
Client:
Food Folk Suomi / McDonald's Finland
Title:
McDrip
Category:
Brand Partnerships
Annual ID:
OS23_SM109M
Award:
2023 Social Media Merit Award
Agency:
Wunderman Thompson / São Paulo + Netflix
Client:
Netflix
Title:
Netflix's Heart Beats TunTum
Category:
Brand Partnerships
Annual ID:
OS23_SM110M
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Brand Partnerships
Annual ID:
OS23_SM111M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India
Client:
Oreo India
Title:
#BringBack2011
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM091M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client:
P&G Whisper
Title:
The Missing Chapter
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM092M
Award:
2023 Direct Marketing Merit Award
Agency:
FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago
Client:
SOS Children's Villages
Title:
Chatpat
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM093M
Award:
2023 Direct Marketing Merit Award
Agency:
DDB Group Germany
Client:
Reporters Without Borders (RSF)
Title:
The Truth Wins
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM094M
Award:
2023 Direct Marketing Merit Award
Agency:
BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client:
Duolingo
Title:
The Tattoo Duo Over
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM095M
Award:
2023 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client:
Activision
Title:
Scratchboards
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM096M
Award:
2023 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Bogotá
Client:
Fundación Internacional Para El Reencuentro / MUDI
Title:
Missing Stock
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM097M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM098M
Award:
2023 Direct Marketing Merit Award
Agency:
Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Client:
Directv Go
Title:
The Pirate Match
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM099M
Award:
2023 Direct Marketing Merit Award
Agency:
Africa / São Paulo + Articulation of Indigenous Peoples of Brazil - APIB + Hungry Man / São Paulo + Pindorama Filmes / São Paulo
Client:
APIB
Title:
The Refugee Jatoba
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM101M
Award:
2023 Direct Marketing Merit Award
Agency:
Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client:
An Nahar Newspaper
Title:
The Elections Edition
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM102M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client:
UAE Government Media Office
Title:
Empty Plates
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM103M
Award:
2023 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Triangle Tracker
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM104M
Award:
2023 Direct Marketing Merit Award
Agency:
Rethink + YWCA Metro / Vancouver
Client:
YWCA Metro Vancouver
Title:
Add The M
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM105M
Award:
2023 Direct Marketing Merit Award
Agency:
Hungry Man / Los Angeles + Ogilvy / Chicago + Change the Ref + Tusk Strategies
Client:
Change the Ref
Title:
NRA Children's Museum
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM106M
Award:
2023 Direct Marketing Merit Award
Agency:
Mischief @ No Fixed Address / Brooklyn + Anytime Fitness + Strike Anywhere
Client:
Anytime Fitness
Title:
Anytime Anytime
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM107M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
DDB Group Germany
Client:
Reporters Without Borders (RSF)
Title:
The Truth Wins
Category:
Online Community Platform / Use of Existing Platform
Annual ID:
OS23_IN052M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
FCB Brasil / São Paulo + FCB Studio / São Paulo
Client:
Raça Magazine
Title:
Black Characters
Category:
Online Community Platform / Use of Existing Platform
Annual ID:
OS23_IN053M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
Angry Butterfly / Toronto
Client:
Jane/Finch Community Centre
Title:
Bill it to Bezos
Category:
Online Community Platform / Use of Existing Platform
Annual ID:
OS23_IN054M
Award:
2023 Branded Entertainment Merit Award
Agency:
R/GA US
Client:
Verizon
Title:
Verizon Pepsi Halftime Ultra Pass
Category:
Experiential / Virtual Events
Annual ID:
OS23_BE079M
Award:
2023 Social Media Merit Award
Agency:
HEREZIE / PARIS + PRIME VIDEO / PARIS
Client:
Prime Video
Title:
Dubbing Factory
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM044M
Award:
2023 Social Media Merit Award
Agency:
Wunderman Thompson Argentina / Buenos Aires + Wunderman Thompson / New York
Client:
Unilever
Title:
Shoppable Armpits
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM045M
Award:
2023 Social Media Merit Award
Agency:
Neon, an IPG Health Company / New York
Client:
Safe in Harm’s Way
Title:
Uninterrupted Stories
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM046M
Award:
2023 Social Media Merit Award
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Nike 50th Anniversary
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM047M
Award:
2023 Social Media Merit Award
Agency:
BeautifulBeast / Dallas + Colon Cancer Coalition / Edina + Republic Editorial / Dallas + Latina Studio / Bogotá
Client:
Colon Cancer Coalition
Title:
#MissionToUranus
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM048M
Award:
2023 Health & Wellness Merit Award
Agency:
Cossette / Toronto + Rajakovic Electric / Toronto + Nimiopere / Toronto + Scouts Honour / Toronto
Client:
SickKids Foundation
Title:
House of Legends
Category:
Craft / Writing
Annual ID:
OS23_HW092M
Award:
2023 IP & Product Design Merit Award
Agency:
Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Herd MSL / Sydney + National Rugby League
Client:
Diageo / Bundaberg Rum
Title:
Bundy Mixer
Category:
Brand Partnerships
Annual ID:
OS23_IP029M
Award:
2023 IP & Product Design Merit Award
Agency:
Saatchi & Saatchi / Düsseldorf
Client:
Mondelēz Europe / Oreo
Title:
Cheat Cookies
Category:
Brand Partnerships
Annual ID:
OS23_IP030M
