AMV BBDO London capped off a hugely successful year at The One Show 2021, winning Best of Show, six Best of Discipline awards, and being named the show’s Agency of the Year.
The UK shop won all of its 12 Gold Pencils this year on behalf of client Essity Bodyform/Libresse, with Best of Show going to “#wombpainstories”, which won Gold in Integrated, Interactive & Online, and Public Relations.
Seven Golds went to the agency’s “#wombstories” for the client — two in Branded Entertainment and one each in Film, Health, Wellness & Pharma, Integrated, and Moving Image Craft — and two Golds were for “#painstories” in Digital Craft and Creative Use of Data. AMV BBDO won 22 Pencils overall: 12 Gold, seven Silver and three Bronze.
This year’s top One Show honors, based upon cumulative scores for Pencils and Merits won across all disciplines, are:
- Agency of the Year — AMV BBDO London
- Independent Agency of the Year — Translation Brooklyn
- In-House Agency of the Year — Spotify In-House
- Network of the Year — BBDO Worldwide
- Creative Holding Company of the Year — Interpublic Group
- Production Company of the Year — Chelsea Pictures
- Music & Sound Company of the Year — 750mph
- Client of the Year — Libresse
The One Show 2021 Special Awards
This year marked the inaugural One Show Fusion Pencil, the advertising and design industry’s first global award to recognize great work that best incorporates diversity, equity and inclusion (DEI) principles and underrepresented groups in both the creative content of the work and the team that made it.
The first winners of this important award were FCB Inferno with Partizan, both in London, with “This Girl Can” for Sport England, and The Bloc New York with “The Call” for Empowher NY.
There were two winners of The One Show 2021 Green Pencil, recognizing the most environmentally conscious creative work for the year: Havas Turkey Istanbul “Water Index” for Reckitt/Finish, and Ogilvy Poland Warsaw “Green Instructions” for LEGO.
The One Show 2021 Sustainable Development Goals Pencil, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands who utilize their talents and resources to create work which betters the world and contributes to securing a sustainable future for all, went to:
- DDB Group Germany Berlin with MediaMonks Hilversum, DaHouse AudioBerlin and Blockworks London “The Uncensored Library” for Reporters Without Borders
- MullenLowe New York with MediaHub “The UNSeen Story” for UN Women
- Ogilvy Pakistan Islamabad “Naming the Invisible by Digital Birth Registration” for Telenor Pakistan
The One Show Cultural Driver Gold Pencil, recognizing influential ideas and executions that had a major impact in their respective cultures and environments, and exist outside the traditional categories in advertising and design, went to Edelman New York “A New Jingle for a New Era” for Good Humor, and Translation Brooklyn with Prettybird Los Angeles “You Love Me” for Beats by Dre.
The prestigious One Show Penta Pencil, awarded to the agency and brand who together have created stellar creative work for the last five years, was presented to Saatchi & Saatchi New York and Procter & Gamble – Tide.
Top One Show 2021 Gold Pencil winners
In addition to AMV BBDO, other top Gold Pencil winners for the year include Area 23 New York with Claire’s Place Foundation Redondo Beach with 13 Golds for “Sick Beats” on behalf of Woojer. Four Golds were in Experiential & Immersive, three each in Health, Wellness & Pharma and Radio & Audio, and one each in Digital Craft, IP & Products and Music & Sound Craft. The agency also picked up four Silver and six Bronze Pencils.
Also with 13 One Show Golds is FCB New York, all for “Michelob ULTRA Courtside” for Michelob ULTRA, Microsoft and the NBA. The work won two Golds each in Branded Entertainment, Direct Marketing, Experiential & Immersive, Integrated and Out of Home, and one each in Digital Craft, Interactive & Online, and Public Relations.
FCB Chicago received eight One Show Gold Pencils this year. They include four Golds with FCBX, Lord + Thomas and Current Global, all in Chicago, for City of Chicago “Boards of Change” (three in Design, one in Digital Craft), three with FCB New York, Lord + Thomas and Myles Beeson, both in Chicago, for Michelob ULTRA “Contract for Change” in Integrated, Print and Public Relations, and one with Lord + Thomas for Chicago Public Library “Live from the Library” in Social Media.
Also with eight One Show Gold Pencils is McCann New York, all with Hungry Man Productions Los Angeles and JSM Music New York for “True Name” on behalf of Mastercard: two each in Direct Marketing and Experiential & Immersive, and one each in Design, Health, Wellness & Pharma, IP & Products, and Public Relations.
A total of 17,719 pieces from 65 countries were entered in The One Show 2021. Agencies, studios, brands, production companies and designers in 54 countries were awarded 173 Gold Pencils, 161 Silver, 224 Bronze and 1,102 Merits.
All One Show 2021 Pencil and Merit winners were announced today during the global Creative Week 2021, and can be viewed in the winners showcase here. The One Show 2021 Best of Discipline winners were announced last week, and are showcased here. Best of Discipline winning teams will present their work throughout the day on June 10; visit creativeweek.com for the full schedule.
The One Show 2021 Creative Rankings and The One Club Global Creative Rankings, combining results from The One Show 2021 and ADC 100th Annual Awards, will be announced next week.
Creative Week 2021 sponsors include Shutterstock, Verizon and Working Not Working.