Estimated Reading Time: 4 minutes

Key Takeaways

• A new Best Use of TikTok award is free to enter. It is judged by the Social Media and Creator Content jury, focusing on community, entertainment, and impact.
• The One Show Indies makes its debut, targeting independent agencies (51% founder/staff-owned, no more than four offices) with 20% reduced fees and a limit of 10 entries.
• The regular entry deadline is January 23; an extended deadline is February 6; the final deadline, including for physical materials, is February 20.
• Eligible TikTok work includes single or series campaigns (1-10 videos) launched from January 1 to February 20.
• The awards ceremony will be held on May 15, during Creative Week in New York City. All winners receive One Club membership and archive access.

Table of Contents

• Background of The One Show
• Current Status of Entries and Awards
• Analysis of New Initiatives
• Implications for the Creative Industry
• Key Deadlines and Events
• Open Questions Regarding the Awards

Body Content

The One Show, organized by The One Club for Creativity, has introduced a new free “Best Use of TikTok” special award. This recognition is for native, impactful TikTok campaigns launched between January 1 and February 20. This new award complements the debut of The One Show Indies, a low-cost competition specifically designed for independent agencies. The regular entry deadline for The One Show is January 23. Winners across all categories, including the special TikTok award, will be announced during Creative Week in New York from May 11-15.

Background of The One Show

The One Show, annually presented by The One Club for Creativity, is a nonprofit organization dedicated to supporting global creative professionals. It celebrates excellence in advertising, design, and digital media. The current edition expands with innovative categories that reflect the evolving industry landscape. These include Gaming, Creative Use of AI, Creator Content, and the significant new Best Use of TikTok special award, which is in partnership with TikTok for Business.

Concurrently, The One Show Indies is being launched as an accessible track for independent agencies. These agencies are defined as those that are 51% owned by founders or staff and operate with no more than four physical offices. The initiative aims to highlight indie creativity without the typical scale barriers often faced by smaller entities.

Current Status of Entries and Awards

Entries for The One Show are currently open across five distinct periods, with fees increasing as each deadline approaches: Super Early (October 31), Early (December 12), Regular (January 23), Extended (February 6), and Final (February 20). The Best Use of TikTok award is free to enter. It accepts either single campaigns or a series of up to 10 videos. Entries are judged based on TikTok’s core pillars: Community, Entertainment, and Impact. Required submissions include written overviews and optional case studies.

Indies entries are capped at 10 total, with each entry allowed in up to three categories. Qualified entrants benefit from a 20% fee reduction and limits on case study videos. Additionally, they receive a special discount on their first-year Indie Agency News membership. Physical materials for select Design categories must be submitted by February 20. As of January 22, the regular deadline is fast approaching, with payments due within 15 days of invoicing.

Analysis of New Initiatives

The new TikTok award directly addresses the growing importance of short-form video content. It emphasizes native execution, cultural relevance, and key metrics such as views, engagement, and sales. This award bridges the gap between general Social Media jury judging and a specific focus on TikTok’s unique platform dynamics. There are no conflicts in the various deadlines across different announcement sources, with the official One Show website confirming the phased deadlines as the authoritative schedule.

The Indies competition successfully lowers entry barriers through its 20% cheaper fees and simplified rules, all while preserving the integrity of The One Show’s prestigious Pencil award. This initiative partners with Indie Agency News to enhance visibility for independent agencies. Funding for the awards comes from entry revenue, and winners gain recognition through global rankings, access to an extensive archive of over 250,000 entries, and opportunities for professional development. Greg Hahn of Mischief leads the Indies jury, while the TikTok award is judged by the Social Media jury.

“We’re excited to deepen our relationship with The One Club for Creativity by introducing the Best Use of TikTok Award at The One Show.”

Implications for the Creative Industry

These new additions are significant steps towards democratizing prestige in the creative industry. The free TikTok entry broadens access for brands, small and medium-sized businesses, and individual creators. Meanwhile, the Indies competition empowers independent agencies, especially valuable amid ongoing consolidation trends within the industry. We anticipate an increase in submissions within social and creator content spaces, further boosting TikTok’s creative ecosystem, especially through its ties with ONE Creator Lab.

The integration into global rankings will significantly amplify the profiles of winners, and the nonprofit model ensures that entry revenue is reinvested into educational programs. The potential for a separate Indies event indicates a tailored recognition strategy for this important segment of the industry. While specific details on the exact TikTok winner announcement timing remain to be fully confirmed, finalists are expected in early May, leading up to the May 15 ceremony.

The new competition levels the playing field to recognise the extraordinary role and work of independent agencies.

Winning here is hard. That’s why it matters.

Key Deadlines and Events

• January 1: Earliest eligible launch date for Best Use of TikTok campaigns.
• October 31: Super Early entry deadline.
• December 12: Early entry deadline.
• January 23: Regular entry deadline (approaching as of January 22).
• February 6: Extended entry deadline.
• February 20: Final entry deadline; physical materials also due; latest TikTok campaign launch date.
• May 11 to May 15: Creative Week in New York City; finalists announced early May, winners on May 15.

Open Questions Regarding the Awards

• What is the exact jury composition for the Best Use of TikTok award, beyond the general Social Media and Creator Content jury?
• What are the specific fee schedules for regular One Show entries versus Indies entries, given the confirmed 20% reduction?
• What are the details on a potential separate One Show Indies celebration event, beyond plans currently “in the works”?
• Are there specific metrics thresholds or judging rubrics for the TikTok award’s “Impact” pillar?
• Will TikTok award winners receive the iconic Pencils or a special type of trophy?

Frequently Asked Questions (FAQ)

What is the new “Best Use of TikTok” award?

It is a free special award introduced by The One Show to recognize outstanding, native, and impactful TikTok campaigns. It focuses on community engagement, entertainment, and measurable impact.

Who is eligible for The One Show Indies?

The One Show Indies is for independent agencies that are at least 51% owned by founders or staff and operate with no more than four physical offices worldwide.

When is the regular entry deadline for The One Show?

The regular entry deadline for The One Show is January 23.

Where will the awards ceremony take place?

The awards ceremony will take place during Creative Week in New York City, scheduled from May 11-15.

How are independent agencies supported through these initiatives?

Independent agencies benefit from The One Show Indies, which offers 20% reduced entry fees, simplified rules, and a cap of 10 entries to level the playing field. They also gain visibility through partnerships and global rankings.