The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
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Award
Agency
Client
Title
Category
Annual ID
Fresh Salads
Agency: Leo Burnett / Chicago
Client: McDonald's Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Xbox: Halo 3 - Jake Courage Cinema Project
Agency: McCann Erickson / London
Client: Xbox Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
XBOX JFK Terminal
Agency: McCann Worldgroup SF & T.A.G. / San Francisco
Client: Microsoft XBOX Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Subaru Transporter
Agency: Miles Calcraft Briginshaw Duffy / London
Client: Subaru Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Discovery Channel - London Ink
Agency: Mother / London
Client: Discovery Channel Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Swimming Pool
Agency: Ogilvy & Mather / Mumbai
Client: HSBC Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Gridlock
Agency: Ogilvy & Mather (HK) Pte Ltd / Hong Kong
Client: DHL Express (HK) Ltd Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
WWF Paper Dispenser
Agency: Saatchi & Saatchi CPH / Copenhagen K
Client: World Wildlife Foundation Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
MINI NIGHT PROJECTIONS
Agency: TAXI 2 / Toronto
Client: MINI Canada Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
In an ABSOLUT World - Week
Agency: TBWA\ Germany / Berlin
Client: MAXXIUM Germany - ABSOLUT VODKA Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Warehouses
Agency: TBWA\Hunt\Lascaris - Johannesburg / Sandton
Client: Nissan Interstar Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Washroom
Agency: TBWA\Tequila Singapore / Singapore
Client: SPE-Networks Asia Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
THE TV AD THAT PHONED YOU
Agency: Y&R Auckland / Auckland
Client: NZ RED CROSS Category: Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
3 Chords
Agency: Anomaly / New York
Client: Converse Category: Consumer Television / :20 and Under - Single
Careers
Agency: Euro RSCG Worldwide / New York
Client: Dos Equis Category: Consumer Television / :20 and Under - Single
BBQ
Agency: TAXI Canada Inc / Toronto
Client: Pfizer Canada Inc Category: Consumer Television / :20 and Under - Single
Comparisons
Agency: Young & Rubicam / Capital Federal
Client: MTV Latinoamerica Category: Consumer Magazine / Black and White: Full Page or Spread - Campaign
Fanapult Webisode
Agency: Saatchi & Saatchi LA / Torrance
Client: Toyota Motor Sales, USA, Inc. Category: Non-Broadcast / Single
The New World of Coke
Agency: Wieden+Kennedy Amsterdam / Amsterdam
Client: The Coca-Cola Company Category: Non-Broadcast / Single
Hatch an egg campaign
Agency: Åkestam Holst / Stockholm
Client: Playground Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
AXE The Gamekillers Campaign
Agency: BBH / New York
Client: Unilever Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Adopt A New Life
Agency: Leo Burnett / Toronto
Client: Toronto Humane Society Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Schweppes Short Film Festival
Agency: Publicis Mojo / Auckland
Client: Schweppes Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Speight's Great Beer Delivery
Agency: Publicis Mojo / Auckland
Client: Speight's Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Men Can Also Do It
Agency: SHACKLETON / MADRID
Client: Persan - Puntomatic Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
BRYLCREEM EFFORTLESS
Agency: WCRS / London
Client: SARA LEE Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Nikolai
Agency: WRC New Zealand Limited / Auckland
Client: Smirnoff Category: Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Parking Lot/Construction Site/Bus Stop
Agency: Cossette Communication - Marketing / Toronto
Client: The Fight Network Category: Consumer Television / Under $50K Budget - Campaign
2007 ESPYs
Agency: Ground Zero / Los Angeles
Client: ESPN Category: Consumer Television / Under $50K Budget - Campaign
The BESTÅ-Cube
Agency: Jung von Matt AG / Hamburg
Client: IKEA Deutschland GmbH Category: Collateral / Promotion (Agencies creating work for individuals)
Umbrellas
Agency: Jung von Matt AG / Hamburg
Client: TW1-Your wheather chanel via Astra Digital Category: Collateral / Promotion (Agencies creating work for individuals)
Suit
Agency: DDB Worldwide Pte Ltd / Singapore
Client: DDB Worldwide Pte Ltd Category: Trade / Full Page or Spread - Single
Bear in Kitchen
Agency: Fallon / Minneapolis
Client: St. Paul Travelers Category: Trade / Full Page or Spread - Single
Independent Cinema
Agency: DDB London / London
Client: Volkswagen Category: Cinema Advertising / Integrated Cinema Experience
Gus's Chicken Grease Spot
Agency: archer>malmo / Memphis
Client: Gus's Fried Chicken Category: Small Space Print / Black and White or Color: Less than a Page - Single
Twins
Agency: JWT / Mumbai
Client: GM Pens International Pvt. Ltd. Category: Small Space Print / Black and White or Color: Less than a Page - Single
Manhattan
Agency: Saatchi & Saatchi New York / New York
Client: Procter & Gamble/Glide dental floss Category: Small Space Print / Black and White or Color: Less than a Page - Single
adidas Futball meets Football Web Film
Agency: 180LA (180\TBWA) / Santa Monica
Client: adidas USA Category: Branded Content / Single
Havainas (tecido)
Agency: AlmapBBDO / São Paulo
Client: São Paulo Alpargatas Category: Outdoor / Outdoor - Campaign
Grand Opening Guerrilla Campaign
Agency: BBDO / New York
Client: FedEx/Kinko's Category: Outdoor / Outdoor - Campaign
Water, Latte, Gas, Puggle, Popcorn
Agency: Crispin Porter + Bogusky / Coconut Grove
Client: Miller High Life Category: Outdoor / Outdoor - Campaign
Export Story
Agency: DDB / Warsaw
Client: Kompania Piwowarska -Tyskie beer Category: Outdoor / Outdoor - Campaign
Parking
Agency: DDB Berlin GmbH / Berlin
Client: Volkswagen AG Category: Outdoor / Outdoor - Campaign
Heaven on earth
Agency: Jung von Matt AG / Hamburg
Client: Daimler AG Category: Outdoor / Outdoor - Campaign
Nintendo Wii Post it
Agency: Leo Burnett Co S.r.l. / Milan
Client: Nintendo Category: Outdoor / Outdoor - Campaign
Floor plans
Agency: Lukas Lindemann Rosinski GmbH / Hamburg
Client: IKEA Deutschland GmbH Category: Outdoor / Outdoor - Campaign
Award:
2008 Advertising Merit Award
Agency:
Leo Burnett / Chicago
Client:
McDonald's
Title:
Fresh Salads
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08452A
Award:
2008 Advertising Merit Award
Agency:
McCann Erickson / London
Client:
Xbox
Title:
Xbox: Halo 3 - Jake Courage Cinema Project
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08453A
Award:
2008 Advertising Merit Award
Agency:
McCann Worldgroup SF & T.A.G. / San Francisco
Client:
Microsoft XBOX
Title:
XBOX JFK Terminal
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08454A
Award:
2008 Advertising Merit Award
Agency:
Miles Calcraft Briginshaw Duffy / London
Client:
Subaru
Title:
Subaru Transporter
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08455A
Award:
2008 Advertising Merit Award
Agency:
Mother / London
Client:
Discovery Channel
Title:
Discovery Channel - London Ink
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08456A
Award:
2008 Advertising Merit Award
Agency:
Ogilvy & Mather / Mumbai
Client:
HSBC
Title:
Swimming Pool
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08457A
Award:
2008 Advertising Merit Award
Agency:
Ogilvy & Mather (HK) Pte Ltd / Hong Kong
Client:
DHL Express (HK) Ltd
Title:
Gridlock
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08458A
Award:
2008 Advertising Merit Award
Agency:
Saatchi & Saatchi CPH / Copenhagen K
Client:
World Wildlife Foundation
Title:
WWF Paper Dispenser
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08459A
Award:
2008 Advertising Merit Award
Agency:
TAXI 2 / Toronto
Client:
MINI Canada
Title:
MINI NIGHT PROJECTIONS
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08460A
Award:
2008 Advertising Merit Award
Agency:
TBWA\ Germany / Berlin
Client:
MAXXIUM Germany - ABSOLUT VODKA
Title:
In an ABSOLUT World - Week
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08461A
Award:
2008 Advertising Merit Award
Agency:
TBWA\Hunt\Lascaris - Johannesburg / Sandton
Client:
Nissan Interstar
Title:
Warehouses
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08462A
Award:
2008 Advertising Merit Award
Agency:
TBWA\Tequila Singapore / Singapore
Client:
SPE-Networks Asia
Title:
Washroom
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08463A
Award:
2008 Advertising Merit Award
Agency:
Y&R Auckland / Auckland
Client:
NZ RED CROSS
Title:
THE TV AD THAT PHONED YOU
Category:
Innovation in Advertising & Marketing / Innovative Use of Advertising - Single
Annual ID:
08464A
Award:
2008 Advertising Merit Award
Agency:
BBDO / New York
Client:
Diageo/Red Stripe
Title:
Boo Campaign
Category:
Non-Broadcast / Campaign
Annual ID:
08440T
Award:
2008 Advertising Merit Award
Agency:
Anomaly / New York
Client:
Converse
Title:
3 Chords
Category:
Consumer Television / :20 and Under - Single
Annual ID:
08412T
Award:
2008 Advertising Merit Award
Agency:
Euro RSCG Worldwide / New York
Client:
Dos Equis
Title:
Careers
Category:
Consumer Television / :20 and Under - Single
Annual ID:
08413T
Award:
2008 Advertising Merit Award
Agency:
TAXI Canada Inc / Toronto
Client:
Pfizer Canada Inc
Title:
BBQ
Category:
Consumer Television / :20 and Under - Single
Annual ID:
08414T
Award:
2008 Advertising Merit Award
Agency:
Young & Rubicam / Capital Federal
Client:
MTV Latinoamerica
Title:
Comparisons
Category:
Consumer Magazine / Black and White: Full Page or Spread - Campaign
Annual ID:
08126A
Award:
2008 Advertising Merit Award
Agency:
M & C Saatchi / Sydney
Client:
Herringbone
Title:
Henri's Hands
Category:
Non-Broadcast / Single
Annual ID:
08437T
Award:
2008 Advertising Merit Award
Agency:
Saatchi & Saatchi LA / Torrance
Client:
Toyota Motor Sales, USA, Inc.
Title:
Fanapult Webisode
Category:
Non-Broadcast / Single
Annual ID:
08438T
Award:
2008 Advertising Merit Award
Agency:
Wieden+Kennedy Amsterdam / Amsterdam
Client:
The Coca-Cola Company
Title:
The New World of Coke
Category:
Non-Broadcast / Single
Annual ID:
08439T
Award:
2008 Advertising Merit Award
Agency:
Åkestam Holst / Stockholm
Client:
Playground
Title:
Hatch an egg campaign
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08486A
Award:
2008 Advertising Merit Award
Agency:
BBH / New York
Client:
Unilever
Title:
AXE The Gamekillers Campaign
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08487A
Award:
2008 Advertising Merit Award
Agency:
Leo Burnett / Toronto
Client:
Toronto Humane Society
Title:
Adopt A New Life
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08488A
Award:
2008 Advertising Merit Award
Agency:
Publicis Mojo / Auckland
Client:
Schweppes
Title:
Schweppes Short Film Festival
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08489A
Award:
2008 Advertising Merit Award
Agency:
Publicis Mojo / Auckland
Client:
Speight's
Title:
Speight's Great Beer Delivery
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08490A
Award:
2008 Advertising Merit Award
Agency:
SHACKLETON / MADRID
Client:
Persan - Puntomatic
Title:
Men Can Also Do It
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08491A
Award:
2008 Advertising Merit Award
Agency:
WCRS / London
Client:
SARA LEE
Title:
BRYLCREEM EFFORTLESS
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08492A
Award:
2008 Advertising Merit Award
Agency:
WRC New Zealand Limited / Auckland
Client:
Smirnoff
Title:
Nikolai
Category:
Innovation in Advertising & Marketing / Innovative Use of Marketing - Campaign
Annual ID:
08493A
Award:
2008 Advertising Merit Award
Agency:
Cossette Communication - Marketing / Toronto
Client:
The Fight Network
Title:
Parking Lot/Construction Site/Bus Stop
Category:
Consumer Television / Under $50K Budget - Campaign
Annual ID:
08423T
Award:
2008 Advertising Merit Award
Agency:
Ground Zero / Los Angeles
Client:
ESPN
Title:
2007 ESPYs
Category:
Consumer Television / Under $50K Budget - Campaign
Annual ID:
08424T
Award:
2008 Advertising Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
IKEA Deutschland GmbH
Title:
The BESTÅ-Cube
Category:
Collateral / Promotion (Agencies creating work for individuals)
Annual ID:
08253A
Award:
2008 Advertising Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
TW1-Your wheather chanel via Astra Digital
Title:
Umbrellas
Category:
Collateral / Promotion (Agencies creating work for individuals)
Annual ID:
08254A
Award:
2008 Advertising Merit Award
Agency:
DDB Worldwide Pte Ltd / Singapore
Client:
DDB Worldwide Pte Ltd
Title:
Suit
Category:
Trade / Full Page or Spread - Single
Annual ID:
08202A
Award:
2008 Advertising Merit Award
Agency:
Fallon / Minneapolis
Client:
St. Paul Travelers
Title:
Bear in Kitchen
Category:
Trade / Full Page or Spread - Single
Annual ID:
08203A
Award:
2008 Advertising Merit Award
Agency:
DDB London / London
Client:
Volkswagen
Title:
Independent Cinema
Category:
Cinema Advertising / Integrated Cinema Experience
Annual ID:
08436T
Award:
2008 Advertising Merit Award
Agency:
archer>malmo / Memphis
Client:
Gus's Fried Chicken
Title:
Gus's Chicken Grease Spot
Category:
Small Space Print / Black and White or Color: Less than a Page - Single
Annual ID:
08171A
Award:
2008 Advertising Merit Award
Agency:
JWT / Mumbai
Client:
GM Pens International Pvt. Ltd.
Title:
Twins
Category:
Small Space Print / Black and White or Color: Less than a Page - Single
Annual ID:
08172A
Award:
2008 Advertising Merit Award
Agency:
Saatchi & Saatchi New York / New York
Client:
Procter & Gamble/Glide dental floss
Title:
Manhattan
Category:
Small Space Print / Black and White or Color: Less than a Page - Single
Annual ID:
08173A
Award:
2008 Advertising Merit Award
Agency:
180LA (180\TBWA) / Santa Monica
Client:
adidas USA
Title:
adidas Futball meets Football Web Film
Category:
Branded Content / Single
Annual ID:
08504T
Award:
2008 Advertising Merit Award
Agency:
TBWA\ESPAÑA / MADRID
Client:
Sony Playstation
Title:
Puzzle Boy
Category:
Branded Content / Single
Annual ID:
08505T
Award:
2008 Advertising Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
São Paulo Alpargatas
Title:
Havainas (tecido)
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08190A
Award:
2008 Advertising Merit Award
Agency:
BBDO / New York
Client:
FedEx/Kinko's
Title:
Grand Opening Guerrilla Campaign
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08191A
Award:
2008 Advertising Merit Award
Agency:
Crispin Porter + Bogusky / Coconut Grove
Client:
Miller High Life
Title:
Water, Latte, Gas, Puggle, Popcorn
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08192A
Award:
2008 Advertising Merit Award
Agency:
DDB / Auckland
Client:
SKY Television
Title:
Sky Variety
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08193A
Award:
2008 Advertising Merit Award
Agency:
DDB / Warsaw
Client:
Kompania Piwowarska -Tyskie beer
Title:
Export Story
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08194A
Award:
2008 Advertising Merit Award
Agency:
DDB Berlin GmbH / Berlin
Client:
Volkswagen AG
Title:
Parking
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08195A
Award:
2008 Advertising Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
Daimler AG
Title:
Heaven on earth
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08196A
Award:
2008 Advertising Merit Award
Agency:
Leo Burnett Co S.r.l. / Milan
Client:
Nintendo
Title:
Nintendo Wii Post it
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08197A
Award:
2008 Advertising Merit Award
Agency:
Lukas Lindemann Rosinski GmbH / Hamburg
Client:
IKEA Deutschland GmbH
Title:
Floor plans
Category:
Outdoor / Outdoor - Campaign
Annual ID:
08198A