The story below has been updated following the announcement of the “Best Of” winners.
A dozen Canadian agencies were awarded Pencils at this year’s One Show, more than half of which received Gold.
FCB Toronto led the way with 11 Gold Pencil wins for “Project Understood,” a campaign that involved working with Google to make AI voice assistants more inclusive and accessible to people with Down syndrome. Digital sister agency FCB/Six won six Gold Pencils of its own for the “Go Back To Africa” campaign for Black & Abroad.
BBDO Toronto, along with production division Flare BBDO, won eight Gold Pencils for the “Parkscapes” project for Regent Park School of Music, which used music royalties as a fundraising drive.
In addition to their Gold wins, both FCB Toronto and BBDO’s campaigns were recognized with “Best Of” distinctions: FCB won Best of Digital Craft and Best of Health, Wellness & Pharma, while BBDO won in Best of Radio & Audio.
Sid Lee, Rethink and Juniper Park\TBWA were also among the Canadian agencies with Gold-winning work at this year’s show, as was software developer Ben Feist.
In total, Canadian agencies won 62 Pencils (30 Gold) at this year’s One Show, the full list of which can be found below.
Globally, the most Gold wins went to NGO Stockholm, David Miami and Publicis Bucharest, which all collaborated on the “Mouldy Whopper” campaign for Burger King to take 18 Golds, while also taking “Best of” honours in Film, Integrated, Out-Of-Home and Print. David Miami also won Agency of the Year, having also won Best of Social Media for the “Stevenage Challenge” campaign for Burger King, which was named Client of the Year.
FCB Toronto: 11 Gold, 3 Silver, 1 Bronze
Gold
Canadian Down Syndrome Society, “Project Understood”
Digital Craft (UX/UI Utility)
Digital Craft (Use of Smart Devices & Voice Assistants)
Experiential & Immersive (Craft – Use of Sound)
Health, Wellness & Pharma (Digital – Use of Technology)
Health, Wellness & Pharma (Innovation in Health & Wellness)
Health, Wellness & Pharma (Direct Marketing)
Interactive & Online (Craft – Use of Technology)
Interactive & Online (Innovation in Interactive)
IP & Products (Integrated Digital & Physical Product)
Mobile (Utility)
Mobile (Craft – Use of Technology)
Silver
Canadian Down Syndrome Society, “Project Understood”
Digital Craft (UX/UI – User Experience)
Experiential & Immersive (Innovation in Experiential)
Interactive & Online (Website – Utility)
Bronze
Canadian Down Syndrome Society, “Project Understood”
Integrated (Co-promotions)
BBDO Toronto: 8 Gold, 1 Silver, 1 Bronze
Gold
Regent Park School of Music, “Parkscapes”
Branded Entertainment (Audio)
Branded Entertainment (Innovation in Branded Entertainment)
Creative Effectiveness (Non-profit/Charity)
Creative Effectiveness (Single Country or Region)
Digital Craft (Visual & Audio Craft – Music)
Radio & Audio (Custom Content)
Radio & Audio (Innovation in Radio & Audio)
Radio & Audio (Craft – Use of Music)
Silver
Regent Park School of Music, “Parkscapes”
Radio & Audio (Experiential Radio & Audio)
Bronze
Regent Park School of Music, “Parkscapes”
Social Media (Influencer Marketing – Single Channel)
FCB/Six: 6 Gold, 4 Silver, 2 Bronze
Gold
Black & Abroad, “Go Back To Africa”
Creative Use of Data (Storytelling)
Interactive & Online (Online Advertising – Display Ads)
Mobile (Websites)
Social Media (Social Post – Campaign)
Social Media (Social Post – Real-time Response)
Social Media (Innovation in Social Media)
Silver
Black & Abroad, “Go Back To Africa”
Creative Use of Data (Social Media)
Integrated (Integrated Branding Campaign)
Interactive & Online (Websites)
Public Relations (Community Building)
Bronze
Black & Abroad, “Go Back To Africa”
Direct Marketing (Digital & Online – Banners & Pop-ups)
Integrated (Innovation in Integrated Branding)
Sid Lee: 2 Gold, 1 Silver
Gold
TA2 Sound + Music, “Get an Original Track”
Radio & Audio (Craft – Writing – Campaign)
Vision Zero Project and the City of Montreal, “The Impactful Reminder”
Design (Out of Home – Brand Installations)
Silver
TA2 Sound + Music, “Get an Original Track”
Radio & Audio (Broadcast – Campaign)
Rethink: 1 Gold, 2 Silver, 3 Bronze
Gold
Kraft Heinz, “Pour Perfectly”
Design (Packaging – Specialty)
Silver
East West Market, “Embarrassing Plastic Bags”
Design (Promotional – Collateral Items)
IKEA, “IKEA Bedtime”
Direct Marketing (Targeted Online Video)
Bronze
East West Market, “Embarrassing Plastic Bags”
Direct Marketing (Out of Home – P.O.P. & In-Store)
IKEA, “IKEA Bedtime”
Creative Effectiveness (Consumer/Brand)
IKEA, “Stuff Monster”
Moving Image Craft (Visual Effects – Single)
Juniper Park\TBWA: 1 Gold, 1 Bronze
Gold
Save Our Libraries, “Save Our Libraries”
Radio & Audio (Craft – Writing – Campaign)
Bronze
Save Our Libraries, “Save Our Libraries”
Radio & Audio (Broadcast – Campaign)
Ben Feist: 1 Gold
Gold
“Apollo in Real Time”
Interactive & Online (Websites)
Taxi: 3 Silver, 1 Bronze
Silver
Canadian Women’s Foundation, “Smells Like Inequality”
Health, Wellness & Pharma (Digital – Social Media)
United Way, “The #Unignorable Tower”
Digital Craft (Creative Use of Data)
Mobile (Augmented, Virtual & Mixed Reality)
Bronze
United Way, “The #Unignorable Tower”
Experiential & Immersive (Craft – Data Visualization)
No Fixed Address: 2 Silver
Silver
Canadian Centre for Child Protection, “Lolli: The Exhibit Nobody Wants to Talk About”
Design (Spatial Design – Experiential & Immersive)
SickKids, “SickKids Airbnb”
Experiential & Immersive (Brand Installations)
Bensimon Byrne/Narrative/OneMethod: 1 Silver, 3 Bronze
Silver
Casey House, “The HIV+ Episodes”
Moving Image Craft (Innovation in Moving Image Craft)
Bronze
Casey House, “Losing Friends”
Moving Image Craft (Writing – Single)
Casey House, “The HIV+ Episodes”
Film (Innovation in Film)
Casey House, “The Toxic Office”
Film (Under $100K Budget)
Zulu Alpha Kilo: 1 Silver, 1 Bronze
Silver
HomeEquity Bank, “#PauseToRemember”
Social Media (Livestream)
Bronze
HomeEquity Bank, “#PauseToRemember”
Social Media (Influencer Marketing – Single Channel)
DentsuBos: 1 Silver
Silver
Brita, “The Walkumentary”
Interactive & Online (Online-only Video – Pre-roll Single)
