Branded Entertainment recognizes the merging of advertising and entertainment content. It includes work that is built around a brand and goes beyond traditional product placement or sponsorship. NOTE: Traditional commercial spots should be entered in the Film discipline.
Creative Effectiveness recognizes work that produced measurable impact in meeting business objectives and was integral to achieving a brand's purpose. NOTE: Work entered in this discipline must be published or aired between January 1, 2020 – March 4, 2022.
Music & Sound Craft recognizes the specialized skills demonstrated in the production or execution of original, licensed, and adapted music as well as sound in videos, commercial spots, or other work utilizing audio as a key component of its creative.
Public Relations recognizes campaigns, programs and tactics that actively engage consumers/audiences and demonstrate the highest levels of strategic planning, creativity and business results. It focuses on building and preserving the trust and understanding between brands or organizations and their public/audiences.
Social Media recognizes work that leverages the power of social platforms to communicate a brand's message and interact with its targeted audience.
NOTE: Work should have been created specifically for distribution on social media channels.
The Fusion Pencil recognizes work that demonstrates that issues of Diversity, Equity & Inclusion, in any way those might manifest in the specific market for which the work is made, have been seriously considered, addressed, and implemented in the work. It will be awarded to work that both meets The One Show's standards for creative excellence and execution, as well as incorporates underrepresented groups — women and other marginalized genders, racial or ethnic groups, LGBTQ+, and people with cognitive or physical differences — into both the content of the work and makeup of the team who created it.
The 2030 Agenda for Sustainable Development, adopted by all United Nations Member States in 2015, provides a shared blueprint for peace and prosperity for people and the planet, now and into the future. At its heart are the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries—developed and developing—in a global partnership. The Sustainable Development Pencil rewards the teams who chose to utilize their creative talents and resources to better the world we live in, and contribute to securing a sustainable future for all. NOTE: Work entered in this category must be published or aired between January 1, 2018 – March 4, 2022.
The Green Pencil award recognizes work which made a significant environmental impact. This includes, but is not limited to, awareness and messaging, product design, and eco-friendly production techniques.
The Cultural Driver award recognizes influential ideas and executions that had a huge impact in their respective cultures and environments, created new trends, and transformed mainstream culture. Judges in this category are not looking for ideas that simply mirror what's cool in culture today. They are looking for work that is the pace car for the future of culture. Your entry should not reflect culture, but add to it. It should not have copied trends, but created new ones.
The One Show recognizes that award-winning work is the result of a successful collaboration between creatives with great ideas and the clients who trust them. The Penta Pencil celebrates the impact and essence of this partnership. The Penta Pencil will be awarded to a team of Agency and Brand who, together, have created stellar work for five or more years. NOTE: At least one of the campaigns included must have launched between January 1, 2021 – March 4, 2022.