Apple’s “The Greatest” Wins Best of Show at The One Show 2023

Creative Week wraps up with Apple London’s epic spot being named “The Greatest” of the year.

Apple London is “the greatest” — they knew it even before The One Show 2023 said they were.

The powerful in-house spot highlighting the product line’s many accessibility features took home five Gold Pencils and a Best of Discipline in Brand-Side tonight at the Hammerstein Ballroom and closed out the evening winning the revered Best of Show Pencil, and oh, what a Pencil it is!

To commemorate a half-century since the very first One Show, The One Club for Creativity crafted a dazzling crystal Pencil with a gleaming metal core shining through; a black core for Best of Show and a gold one for the Best of Discipline and Special Award winners. The design was envisioned by One Show co-founder, Hall of Fame laureate, and industry icon George Lois 50 years ago, but it never became a reality until this evening, when it was unveiled by George’s son, Luke.

Other big winners at tonight’s Creative Week 2023 grand finale include BBDO Toronto, who was named Agency of the Year on the strength of the haunting “Missing Matoaka,” which won two Best of Disciplines and nine Gold Pencils. Wieden+Kennedy was named Independent Agency of the Year, powered by “Clash From The Past” for Supercell/Clash of Clans, while Ogilvy Group repeated as Agency Network of the Year, with an impressive three Best of Discipline awards to their name.

(L–R) “Missing Matoaka” by BBDO Toronto and TA2 Sound + Music for Muskrat Magazine; “Clash From The Past” by Wieden+Kennedy for Supercell/Clash of Clans; and “The Innocent Eyes” by Ogilvy Group Thailand for Voiz are among this year’s Best of Discipline winners.