Categories

Direct Marketing

Direct Marketing recognizes communications to a clear target group, with a call to action, and defined results.

ELIGIBILITY
Project must have launched between January 1, 2026 – March 5, 2027.

ENTRY REQUIREMENTS
All One Show entries require both information on the project and media.

Information

Below is the information that is required for all entries, regardless of category. Refer to the individual categories for additional requirements.
NOTE: Entry information should not contain agency details, as judging is anonymous; this does not apply to self promotion or Brand-Side work.
NOTE: Do NOT use all capital letters when providing information.
NOTE: All fields are required and will be seen by the jury, unless otherwise noted.

Entry Title: Provide the name of the project, or the campaign name.
NOTE: Do not put the category into the Entry Title.
Client / Brand: Who is the client on the project and/or what brand is it promoting?
Single or Series: Choose from: Single (1), Series (2+). Required only for categories that allow both Single and Series entries.
Client Type: Choose from: Consumer / Brand, Business to Business, Corporate Social Responsibility, Non-Profit
Vertical Market: The specific industry to which the product or service relates. See the full list of options here.
Launch Date: The month and year in which the work first ran, aired, was published, etc.
Background: Describe the challenge presented, problem being addressed, cultural background, or other key components to the initial brief. (max 300 words)
Creative Idea: A summary of the creative idea behind the work. (max 300 words)
Insights & Strategy: The insights and strategy that informed the final work and its intended purpose. (max 300 words)
Execution: Explain critical elements of the final execution of the work including craft, placement, tone, and other specific aspects of the creation and implementation of the work. (max 300 words)
Results: The results or outcome of the work such as reach, response, engagement, sales, awareness, etc. (max 300 words, not required)
Translation to English: Required for all entries which are not originally in English.
NOTE: Video entries should include subtitles when possible.

Media

Each category accepts specific media types. For general file specifications, view the Submission Media page.
Media can be attached to your entry after your category is selected. Click the View Submission Requirements button on a category below for details.

Digital media will be saved into your account. Identical media will not need to be added more than once as it can be attached to entries from your Manage Media list.

SUBMISSION MEDIA

Judging Media: The primary material and content that the jury will be judging.
Supporting Media: Secondary material and content that the jury may review at their discretion.

REFERENCE IMAGES

ALL entries require high res digital reference images. These images will not be judged. However, they may be used by The One Show for promotional purposes.

ENTRY THUMBNAIL

Every entry requires a thumbnail image. The jury will see this for reference only, it will not be judged.

Credits

A Primary Credit is the only credit required to submit an entry.
NOTE: Credits do not need to be completed in order to submit entries. Credits may be added to a closed entry after it has been completed and judged.

Credits will be saved into your account. Identical credits will not need to be added more than once as they can be attached to entries from your Manage Credits list.

COMPANY
Company credits each require the following:

Company Name
Company City
Company Type is to be selected from the list provided.
NOTE: "Other" can be selected, but will not be ranked.

INDIVIDUAL
Individual credits each require the following:

First Name
Last Name
Title is to be selected from the list provided.
NOTE: "Other" can be selected, but will not be ranked.
Company / Company City is the company that this individual is associated with (optional)

DM_01
Physical Items
Advance Deadline Fee: $650.00

A single (1) or series (2-10) of 3-dimensional physical pieces of advertising that target a specific audience. Includes pieces delivered via mail, messenger, handouts, etc.

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DM_02
Print
Advance Deadline Fee: $650.00

A single (1) or series (2-10) of print communications targeting a specific audience. Includes newspaper and magazine advertisements, posters, and other flat printed collateral.

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DM_03
Product Packaging
Advance Deadline Fee: $650.00

A single (1) or series (2-10) of packaging for a promotional product or line of products targeting a specific audience.

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DM_04
Out of Home - P.O.P. & In-Store
Advance Deadline Fee: $650.00

A single (1) or series (2-10) of promotions placed in-store or at point-of-sale, targeting a specific audience. Includes posters, shelf banners, 3D displays, etc.

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DM_05
Out of Home - Billboards & Transit
Advance Deadline Fee: $650.00

A single (1) or series (2-10) of advertisements which appears in or around transit, targeting a specific audience. Includes billboards, bus shelters, subways, taxis, and airports.

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DM_06
Targeted Video - Location-Specific
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of videos created for exclusive viewing by an audience in a specific location. Includes work done for lobby displays, events, amusement parks, etc.
NOTE: Entries cannot have also appeared online or over broadcast television.

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DM_07
Targeted Video - Online
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of online videos targeted for a specific audience.

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DM_08
Experiential - Brand Installations
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of temporary or permanent immersive experiences centered around a brand, targeted for a specific audience in which each user determines their own experience based on their interaction with the work. Includes kiosks, takeovers, pop-ups, trade show booths, constructed public environments, etc.

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DM_09
Experiential - In-Person Events
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of planned public events, competitions, or social gatherings centered around a brand, in which the targeted audience connects exclusively in a physical space.

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DM_10
Experiential - Virtual & Hybrid Events
Advance Deadline Fee: $650.00

A single (1) or series (2–5) of brand events, competitions, or social gatherings designed for a targeted audience, delivered either fully online or through a hybrid format that combines in-person and digital participation.

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DM_11
Experiential - Customer Experience / CX
Advance Deadline Fee: $650.00

A system (2-10) of touchpoints that define the overall perception of a brand, based on the users' interactions with it. Includes physical and digital presence as well as brand voice and tone applied to customer service channels.

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DM_12
Digital & Online - Websites & Mobile
Advance Deadline Fee: $650.00

The use of a single (1) or series (2-5) of websites, microsites, or mobile applications as a tool for engagement with a brand's targeted demographic.

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DM_13
Digital & Online - Email & Newsletters
Advance Deadline Fee: $650.00

The use of a single (1) or series (2-5) of email communications as a tool for engagement with a brand's targeted demographic.

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DM_14
Digital & Online - Banners & Pop-ups
Advance Deadline Fee: $650.00

The use of a single (1) or series (2-5) of online banner advertisements as a tool for engagement with a brand's targeted demographic.

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DM_15
Digital & Online - Gaming
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of game(s) used as a tool for engagement with a brand's targeted demographic. Includes fully branded games and brand placement or integration into an existing game.
NOTE: No special equipment will be used for judging. The required submission media must showcase the technology.

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DM_16
Digital & Online - Adaptive Content
Advance Deadline Fee: $650.00

A single (1) or series (2–5) of digital advertising or content that customizes messaging through targeting, data, or algorithms. Entries should demonstrate how adaptive approaches enhance relevance and effectiveness in ways that feel original, engaging, and unexpected to the audience.

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DM_20
Use of Smart Devices & Voice Assistants
Advance Deadline Fee: $650.00

The use of a single (1) or series (2-5) of smart devices or platforms to communicate and interact with consumers on behalf of a brand. Includes wearables, smart speakers, Google Home, Alexa, Apple Siri, etc.

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DM_21
Brand Universe & Franchise
Advance Deadline Fee: $650.00

A single (1) or series (2–5) of work that extends a brand into an ongoing world or franchise as part of a direct marketing campaign. Defined by recurring formats, programs, or experiences designed to build continuity and engage a targeted audience beyond the core product.

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DM_22
Non-traditional & Guerrilla Marketing
Advance Deadline Fee: $650.00

The use of a single (1) or series (2-5) of unconventional and/or low budget techniques outside of standard marketing strategy to engage with a brand's targeted audience. Includes wild postings, stunts, etc.

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DM_23
Integrated / Omnichannel Campaign
Advance Deadline Fee: $875.00

A fully integrated direct marketing campaign consisting of 3-10 elements, executed in at least 3 mediums. Mediums can include, but are not limited to, television, print, online, outdoor, or radio.
NOTE: Project videos should include at least 3 different mediums in the campaign.

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DM_24
Commerce
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of communications targeting a specific audience created to keep existing customers or attract new customers to buy, sell, or trade goods or services. Includes loyalty programs, geofencing, app & social media integration, etc.

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DM_25
B2B Communications
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of work targeting a specific audience to communicate a message or service between businesses.

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DM_26
Direct Marketing for Good
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of targeted communications that creates a positive change by addressing a pressing social, environmental, or cultural challenge and that benefits a larger purpose than the brand.

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DM_27
Brand Partnerships
Advance Deadline Fee: $650.00

Two or more brands working together to create a single (1) or series (2-5) of direct marketing work.
NOTE: Entries must include all client/brand names involved in the work.
NOTE: All brands involved should also be listed under the full credits.

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DM_28
Craft - Art Direction
Advance Deadline Fee: $650.00

Communication of the overall visual appearance of a single (1) or series (2-5) of direct marketing work.

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DM_29
Craft - Writing
Advance Deadline Fee: $650.00

Writing in a single (1) or series (2-5) of direct marketing work.

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DM_30
Craft - Printing / Production
Advance Deadline Fee: $650.00

Specialized printing or production techniques applied to a single (1) or series (2-5) of physical direct marketing work.

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DM_31
Craft - Use of Technology
Advance Deadline Fee: $650.00

Specialized digital technologies applied to a single (1) or series (2-5) of direct marketing work. Includes the use of AI technologies.

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DM_32
Craft - Data-Driven Personalization
Advance Deadline Fee: $650.00

Use of a specific data set to personalize advertising in a single (1) or series (2-5) of direct marketing work.

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DM_33
Innovation - New Ideas in Direct Marketing
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of direct marketing work that explores new or transformative ideas and concepts that push the discipline forward.
NOTE: Entries must include a written explanation of the innovative and transformative aspects of the concept and idea behind the project.
NOTE: Innovative techniques in execution or use of media should be entered into Innovation categories DM_34: Execution or DM_35: Use of Media.

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DM_34
Innovation - Execution in Direct Marketing
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of direct marketing work that explores new techniques, devices, or methods in implementation that push the discipline forward.
NOTE: Entries must include a written explanation of the innovative and transformative aspects of the techniques used in execution.
NOTE: Innovative concepts and ideas or use of media should be entered into Innovation categories DM_33: New Ideas or DM_35: Use of Media.

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DM_35
Innovation - Use of Media in Direct Marketing
Advance Deadline Fee: $650.00

A single (1) or series (2-5) of direct marketing work that explores creative placement, positioning, timing, or other innovative use of media to reach the target audience and push the discipline forward.
NOTE: Entries must include a written explanation of the innovative and transformative aspects of the media use and placement.
NOTE: Innovative concepts and ideas or techniques in execution should be entered into Innovation categories DM_33: New Ideas or DM_34: Execution.

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