The One Show 2024: FCB New York named Agency of the Year

Marcel Paris capped off Creative Week in fine style, with work picking up the prestigious Best of Show and a pair of Best of Discipline wins at The One Show 2024. Best of Show went to “WoMen’s Football” for Orange by Marcel Paris, working with Les Artisans du Film Paris and Prodigious Paris. The work also had Best of Discipline wins in Film & Video and Interactive, Online & Mobile. Overall, the entry was awarded 10 Gold Pencils, three Silver, three Bronze, and six Merits.

Best of Non-Profit went to “Banned Book Club” by FCB Chicago with 456 Studios Chicago on behalf of Digital Public Library of America.

Top honorees in The One Show 2024, based upon cumulative scores for all awards won across all disciplines, are as follows:

• Agency of the Year — FCBNew York
• Independent Agency of the Year — RethinkToronto
• Design Firm of the Year — King Henry StudiosLondon
• Brand-Side/In-House Agency of the Year — Apple MarcomCupertino
• Network of the Year — FCB 
• Independent Network of the Year — Rethink
• Agency Holding Company of the Year — Interpublic Group
• Production Company of the Year — HeloWest Hollywood
• Music & Sound Company of the Year — Citizen MusicNew York/Los Angeles
• Client of the Year — AB InBev
• Non-Profit Client of the Year — Digital Public Library of America
• Brand of the Year — Michelob ULTRA

The One Show 2024 Best of Discipline winners are as follows:

• Brand-Side/In-House — Lazadafor its own “An Unnecessary Love Story”  
• Branded Entertainment — The MonkeysSydney with MassiveMusic Sydney, ARC Edit Sydney, and Revolver x Somesuch Sydney “Play It Safe” for Sydney Opera House
• Creative Effectiveness — FCB CanadaToronto “Runner 321” for Adidas
• Creative Use of Data: Dentsu Creative CanadaToronto “Inflation Cookbook” for SkipTheDishes
• Creative Use of Technology — McCannNew York “ADLaM” for Microsoft
• Cultural Driver — McCannNew York “ADLaM” for Microsoft
• Design — Dentsu Inc. Tokyo “My Japan Railway” for JR Group
• Direct Marketing — LePubMilan with Boomerang Amsterdam, Prettybird London, and MassiveMusic Amsterdam “H150 Anniversary” for Heineken
• Experiential & Immersive — Energy BBDOChicago with CANJA Audio Culture Curitiba, Coyne PR New York, and twelvenote New York "The DiversiTree Project” for Bayer Consumer Health / Claritin
• Film & Video — MarcelParis with Les Artisans du Film Paris, and Prodigious Paris “WoMen’s Football” for Orange
• Health & Wellness — Ogilvy UKLondon with Ogilvy Canada Toronto “The Cost of Beauty” for Dove
• Integrated/Omnichannel — Wieden+KennedyPortland with Superette San Francisco, Lord Danger Los Angeles and Modern Logic Los Angeles for “DoorDash-All The Ads” for DoorDash
• Interactive & Mobile Craft — FCBNew York with 456 Studios New York “Dreamcaster” for AB InBev, Michelob ULTRA
• Interactive, Online & Mobile — MarcelParis with Les Artisans du Film Paris and Prodigious Paris “WoMen’s Football” for Orange
• IP & Product Design — McCannNew York “ADLaM” for Microsoft
• Moving Image Craft & Production — Revolver x SomesuchSydney with The Monkeys Sydney “Play It Safe” for Sydney Opera House
• Music & Sound Craft — FCBNew York with 456 Studios New York “Dreamcaster” for AB InBev, Michelob ULTRA
• Out of Home — RethinkToronto “Coors Lights Out” for Coors Light 
• Pharma — Dentsu Creative ArgentinaBuenos Aires with Dentsu Creative Chicago, and Dentsu Creative New York “Scrolling Therapy” for Eurofarma
• Print & Promotional — RethinkToronto “Heinz Ketchup Fraud” for Kraft Heinz
• Public Relations — RethinkNew York “Just Date a Farmer” for Kraft Heinz - Just Crack an Egg
• Radio & Audio-First — FCBNew York with 456 Studios New York “Dreamcaster” for AB InBev, Michelob ULTRA
• Social Media — Wieden+KennedyPortland with Superette San Francisco “DoorDash-All The Ads” for DoorDash

The One Show 2024 Special Awards

There were two winners of The One Show 2024 Penta Pencil, awarded to the agency and brand who together have created outstanding creative work for the last five years: McCann and Microsoft, and Rethink and Kraft Heinz Toronto.

A pair of entries received The One Show 2024 Fusion Pencil, the industry’s first global award to recognize great work that best incorporates DEI principles and underrepresented groups in both the creative content of the work and the team that made it: 

• Area 23New York “Everything They Didn’t Tell You” for Black Women for Wellness LA
• FCBChicago with 456 Studios Chicago for “Banned Book Club” on behalf of Digital Public Library of America.

The One Show 2024 Green Pencils, recognizing the most environmentally conscious creative work for the year, was awarded to:

• M&C SaatchiSydney with Collider Studio Sydney “The Plastic Forecast” for Minderoo Foundation
• VML ColombiaBogotá with Grey Colombia Bogotá “Life Extending Stickers” for Marko Colombia.

The One Show 2023 Sustainable Development Goals (SDG) Pencil, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands for work that betters the world and contributes to securing a sustainable future for all, went to:

• McCannPoland Warsaw with McCann New York “Where To Settle” for Mastercard
• Publicis ConseilParis “Prêt à Voter” for Solar Impulse
• VML ColombiaBogotá with Grey Colombia Bogotá “Life Extending Stickers” for Marko Colombia.

FCB New York led the world in Gold Pencils with 14, including 13 with 456 Studios New York for “Dreamcaster” on behalf of AB InBev, Michelob ULTRA.

A total of 20,038 pieces from 65 countries were entered in The One Show 2024.  Agencies, studios, brands, production companies and designers in 50 countries were awarded 184 Gold Pencils, 206 Silver, 280 Bronze, and 1,120 Merits.

The showcase of all One Show 2024 winners can be viewed here, and a dynamic online list of the winners can be viewed here.

The One Show 2024 Global Creative Rankings will be announced on May 20, 2024.