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
Non artificial Mexico
Agency: We Believers / New York + Pickle Music / New York + America Filmworks / Bross al cuadrado + Da Ocho
Client: Burger King Category: Craft / Photography
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Digital & Online
Are You Press Worthy?
Agency: TBWA\Chiat\Day NY / New York
Client: Columbia Journalism Review Category: Digital & Online
Portuguese (Re)Constitution
Agency: FCB Lisboa / Lisbon + Penguin Random House Portugal
Client: Penguin Random House Portugal Category: Booklets / Books / Brochures
The Unburnable Book
Agency: Rethink + Penguin Random House / Toronto
Client: Penguin Random House Category: Booklets / Books / Brochures
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Popular Culture Impact
The Singularity
Agency: Squarespace + Smuggler / Los Angeles + Q Department + Final Cut
Client: Squarespace Category: Integrated Campaign
The Missing Chapter
Agency: Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client: P&G Whisper Category: Integrated Campaign
High Valyrian Lessons
Agency: Duolingo / Pittsburgh + HBO Max / New York
Client: Duolingo Category: Integrated Campaign
The Bridge
Agency: Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client: PAWS NY Category: Craft / Art Direction
Love Your Gut
Agency: Ogilvy Group Thailand / Bangkok + Suneta House / Bangkok
Client: Dairy Plus Co., Ltd./Dutchie Category: Long Form Video / Single
Independent Journalism for an Independent Life - Questlove
Agency: Wave Studios / New York + Droga5 / New York + division7 + Cut+Run / New York
Client: The New York Times Category: Sound Mixing
Eat a Swede
Agency: McCann / Stockholm + McCann Worldgroup / London
Client: The Swedish Food Federation Category: Film
The Bridge
Agency: Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client: PAWS NY Category: Film
Eat a Swede
Agency: McCann / Stockholm + McCann Worldgroup / London
Client: The Swedish Food Federation Category: Branded Content
The Bridge
Agency: Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client: PAWS NY Category: Branded Content
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Creative Effectiveness / Consumer / Brand
Google Black-owned Friday Every Day
Agency: BBH USA + Google Consumer Apps
Client: Google Category: Digital Design
Project Convey
Agency: 180LA / Los Angeles + Cox Communications / Atlanta + Sanctuary / New York + Unit9 / London
Client: Cox Communications Category: Digital Design
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Data Tienda
Agency: DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client: Gahr WeCapital Category: Digital & Online / Websites & Mobile
Are You Press Worthy?
Agency: TBWA\Chiat\Day NY / New York
Client: Columbia Journalism Review Category: Digital & Online / Websites & Mobile
Phone It In
Agency: Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client: Skinny Category: Craft / Writing
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Writing
FIFA 23 x TED LASSO
Agency: EA Sports + Apple
Client: EA Sports + Apple Category: Brand Partnerships
Call Me, With Timothée Chalamet
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Writing / Series
Burger Glitch
Agency: DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client: Burger King Category: Customer Experience / CX
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Experiential / In-Person Events
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Craft / Use of Technology
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Mobile Gaming
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Community Building
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Innovation & Transformation / Innovation in Data
Turnstile Turbines
Agency: Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client: Iberdrola Category: Innovation & Transformation / Innovation in IP & Product Design
Dot Pad
Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul
Client: Dot Incorporation Category: Innovation & Transformation / Innovation in IP & Product Design
Neverending Chase
Agency: Havas / Milan
Client: Affinity - Ultima Category: Craft / Use of Technology
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
The Last Photo
Agency: adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client: CALM + ITV Category: Experiential / Immersive / Events
Substitute Dealers
Agency: Joan Creative / New York + JOAN Studios / New York
Client: Ad Council Category: Experiential / Immersive / Events
The Outside In Experiment
Agency: Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client: Horizon Therapeutics Category: Craft / Art Direction
Gout Revisited
Agency: Area 23, an IPG Health Company / New York + Horizon Therapeutics / Chicago + NORTE / São Paulo + CANJA Audio Culture / São Francisco
Client: Horizon Therapeutics Category: Craft / Art Direction
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Brand Partnerships
Beautiful Mutations
Agency: DENTSU INC. / Tokyo
Client: The Ad Museum Tokyo / Yoshida Hideo Memorial Foundation Category: Posters / Series
Share the Joy
Agency: Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client: Apple Category: Visual Effects / Single
Rocky
Agency: neverland / London + Selected Works / London + MJZ / London
Client: Ladbrokes Category: Visual Effects / Single
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Digital & Online / Gaming
Duet Delivery
Agency: DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo
Client: Burger King Category: Social Media Post / Single
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Current Event Response
Award:
2023 Design Gold Pencil
Agency:
We Believers / New York + Pickle Music / New York + America Filmworks / Bross al cuadrado + Da Ocho
Client:
Burger King
Title:
Non artificial Mexico
Category:
Craft / Photography
Annual ID:
OS23_DE016G
Award:
2023 Public Relations Gold Pencil
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Digital & Online
Annual ID:
OS23_PR004G
Award:
2023 Public Relations Gold Pencil
Agency:
TBWA\Chiat\Day NY / New York
Client:
Columbia Journalism Review
Title:
Are You Press Worthy?
Category:
Digital & Online
Annual ID:
OS23_PR005G
Award:
2023 Print & Promotional Gold Pencil
Agency:
FCB Lisboa / Lisbon + Penguin Random House Portugal
Client:
Penguin Random House Portugal
Title:
Portuguese (Re)Constitution
Category:
Booklets / Books / Brochures
Annual ID:
OS23_PT005G
Award:
2023 Print & Promotional Gold Pencil
Agency:
Rethink + Penguin Random House / Toronto
Client:
Penguin Random House
Title:
The Unburnable Book
Category:
Booklets / Books / Brochures
Annual ID:
OS23_PT006G
Award:
2023 Cultural Driver Gold Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Popular Culture Impact
Annual ID:
OS23_CD001G
Award:
2023 Integrated Gold Pencil
Agency:
Squarespace + Smuggler / Los Angeles + Q Department + Final Cut
Client:
Squarespace
Title:
The Singularity
Category:
Integrated Campaign
Annual ID:
OS23_IG001G
Award:
2023 Integrated Gold Pencil
Agency:
Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client:
P&G Whisper
Title:
The Missing Chapter
Category:
Integrated Campaign
Annual ID:
OS23_IG002G
Award:
2023 Integrated Gold Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Hands-free
Category:
Integrated Campaign
Annual ID:
OS23_IG003G
Award:
2023 Integrated Gold Pencil
Agency:
Duolingo / Pittsburgh + HBO Max / New York
Client:
Duolingo
Title:
High Valyrian Lessons
Category:
Integrated Campaign
Annual ID:
OS23_IG004G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client:
PAWS NY
Title:
The Bridge
Category:
Craft / Art Direction
Annual ID:
OS23_HW008G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
Ogilvy Group Thailand / Bangkok + Suneta House / Bangkok
Client:
Dairy Plus Co., Ltd./Dutchie
Title:
Love Your Gut
Category:
Long Form Video / Single
Annual ID:
OS23_BE003G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Wave Studios / New York + Droga5 / New York + division7 + Cut+Run / New York
Client:
The New York Times
Title:
Independent Journalism for an Independent Life - Questlove
Category:
Sound Mixing
Annual ID:
OS23_MS005G
Award:
2023 Health & Wellness Gold Pencil
Agency:
McCann / Stockholm + McCann Worldgroup / London
Client:
The Swedish Food Federation
Title:
Eat a Swede
Category:
Film
Annual ID:
OS23_HW005G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client:
PAWS NY
Title:
The Bridge
Category:
Film
Annual ID:
OS23_HW006G
Award:
2023 Health & Wellness Gold Pencil
Agency:
McCann / Stockholm + McCann Worldgroup / London
Client:
The Swedish Food Federation
Title:
Eat a Swede
Category:
Branded Content
Annual ID:
OS23_HW001G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Klick Health / Toronto + Jamute / Brazil + Lightfarm Studios / Rio de Janeiro
Client:
PAWS NY
Title:
The Bridge
Category:
Branded Content
Annual ID:
OS23_HW002G
Award:
2023 Creative Effectiveness Gold Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE002G
Award:
2023 Design Gold Pencil
Agency:
BBH USA + Google Consumer Apps
Client:
Google
Title:
Google Black-owned Friday Every Day
Category:
Digital Design
Annual ID:
OS23_DE007G
Award:
2023 Design Gold Pencil
Agency:
180LA / Los Angeles + Cox Communications / Atlanta + Sanctuary / New York + Unit9 / London
Client:
Cox Communications
Title:
Project Convey
Category:
Digital Design
Annual ID:
OS23_DE008G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS23_IN005G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS23_IN006G
Award:
2023 Direct Marketing Gold Pencil
Agency:
DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client:
Gahr WeCapital
Title:
Data Tienda
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM006G
Award:
2023 Direct Marketing Gold Pencil
Agency:
TBWA\Chiat\Day NY / New York
Client:
Columbia Journalism Review
Title:
Are You Press Worthy?
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM007G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client:
Skinny
Title:
Phone It In
Category:
Craft / Writing
Annual ID:
OS23_DM016G
Award:
2023 Interactive & Mobile Craft Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Writing
Annual ID:
OS23_IC004G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
EA Sports + Apple
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Brand Partnerships
Annual ID:
OS23_BE008G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Call Me, With Timothée Chalamet
Category:
Writing / Series
Annual ID:
OS23_MI005G
Award:
2023 Integrated Gold Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client:
Burger King
Title:
Burger Glitch
Category:
Customer Experience / CX
Annual ID:
OS23_IG005G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Experiential / In-Person Events
Annual ID:
OS23_BE007G
Award:
2023 Direct Marketing Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Craft / Use of Technology
Annual ID:
OS23_DM017G
Award:
2023 Gaming Gold Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Mobile Gaming
Annual ID:
OS23_GA002G
Award:
2023 Gaming Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Community Building
Annual ID:
OS23_GA003G
Award:
2023 Creative Use of Data Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU005G
Award:
2023 IP & Product Design Gold Pencil
Agency:
Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client:
Iberdrola
Title:
Turnstile Turbines
Category:
Innovation & Transformation / Innovation in IP & Product Design
Annual ID:
OS23_IP001G
Award:
2023 IP & Product Design Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul
Client:
Dot Incorporation
Title:
Dot Pad
Category:
Innovation & Transformation / Innovation in IP & Product Design
Annual ID:
OS23_IP005G
Award:
2023 Out of Home Gold Pencil
Agency:
Havas / Milan
Client:
Affinity - Ultima
Title:
Neverending Chase
Category:
Craft / Use of Technology
Annual ID:
OS23_OH011G
Award:
2023 Out of Home Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Craft / Use of Technology
Annual ID:
OS23_OH012G
Award:
2023 Health & Wellness Gold Pencil
Agency:
adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client:
CALM + ITV
Title:
The Last Photo
Category:
Experiential / Immersive / Events
Annual ID:
OS23_HW003G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Joan Creative / New York + JOAN Studios / New York
Client:
Ad Council
Title:
Substitute Dealers
Category:
Experiential / Immersive / Events
Annual ID:
OS23_HW004G
Award:
2023 Pharma Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client:
Horizon Therapeutics
Title:
The Outside In Experiment
Category:
Craft / Art Direction
Annual ID:
OS23_PH003G
Award:
2023 Pharma Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + Horizon Therapeutics / Chicago + NORTE / São Paulo + CANJA Audio Culture / São Francisco
Client:
Horizon Therapeutics
Title:
Gout Revisited
Category:
Craft / Art Direction
Annual ID:
OS23_PH004G
Award:
2023 Print & Promotional Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_PT007G
Award:
2023 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
The Ad Museum Tokyo / Yoshida Hideo Memorial Foundation
Title:
Beautiful Mutations
Category:
Posters / Series
Annual ID:
OS23_DE009G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Blacksmith / New York + TBWA\Media Arts Lab / Los Angeles + MJZ + Apple / Cupertino
Client:
Apple
Title:
Share the Joy
Category:
Visual Effects / Single
Annual ID:
OS23_MI001G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
neverland / London + Selected Works / London + MJZ / London
Client:
Ladbrokes
Title:
Rocky
Category:
Visual Effects / Single
Annual ID:
OS23_MI010G
Award:
2023 Direct Marketing Gold Pencil
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM008G
Award:
2023 Direct Marketing Gold Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo
Client:
Burger King
Title:
Duet Delivery
Category:
Social Media Post / Single
Annual ID:
OS23_DM009G
Award:
2023 Public Relations Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Current Event Response
Annual ID:
OS23_PR008G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Apple / Cupertino
Client:
Apple
Title:
Action Mode
Category:
Use of Licensed Music
Annual ID:
OS23_MS002G
