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
The Emotisongs
Agency: McCann Worldgroup / Milano + BV McCann / Bucharest
Client: Coca - Cola Category: Consumer - Digital / Mobile
The Les Paul Skill Check
Agency: Serviceplan / Munich + Mediaplus / Munich + Plan.Net / Munich
Client: Gibson Guitar Category: Consumer - Digital / Mobile
Call Brussels
Agency: Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client: visit.brussels Category: Consumer - Digital / Websites, Microsites & Banners
The Ad Filter
Agency: BETC / Paris + BETC Digital / Paris
Client: D&AD Category: Consumer - Digital / Websites, Microsites & Banners
Unleash Your Rrrr
Agency: Deutsch / Los Angeles
Client: Volkswagen Category: Consumer - Digital / Websites, Microsites & Banners
Mini John Cooper Works Youtube Race
Agency: Kinetic / Singapore
Client: MINI ASIA Category: Consumer - Digital / Websites, Microsites & Banners
Printed By Somerset
Agency: Leo Burnett / Toronto + Somerset Graphics Co. Ltd. / Toronto
Client: Somerset Graphics Category: Consumer - Digital / Websites, Microsites & Banners
ClickTwo Travel
Agency: McCann / London
Client: Momondo Category: Consumer - Digital / Websites, Microsites & Banners
Squadvertiser
Agency: McCann / London
Client: Microsoft Category: Consumer - Digital / Websites, Microsites & Banners
MTVVMA.NET
Agency: MTV / New York + Jam3 / Toronto
Client: MTV Category: Consumer - Digital / Websites, Microsites & Banners
Rabbit Race
Agency: Ogilvy Germany /
Client: Media Markt Management Category: Consumer - Digital / Websites, Microsites & Banners
Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Digital / Social Media & Viral Marketing
Play My Tweet
Agency: BBDO / New York
Client: Foot Locker Category: Consumer - Digital / Social Media & Viral Marketing
The Boys
Agency: Clemenger BBDO / Melbourne
Client: Bonds Category: Consumer - Digital / Social Media & Viral Marketing
The First Ever Pinterest Yard Sale
Agency: Deutsch / New York
Client: Krylon Category: Consumer - Digital / Social Media & Viral Marketing
Chicken Tweet Betty
Agency: Marketforce / Perth
Client: Chicken Treat Category: Consumer - Digital / Social Media & Viral Marketing
MTV 2015 Video Music Awards
Agency: MTV / New York + Jam3 / Toronto
Client: MTV Category: Consumer - Digital / Social Media & Viral Marketing
Beer Tooth Implant
Agency: Ogilvy & Mather / Buenos Aires + Huinca Cine / Buenos Aires + ControlZ / Buenos Aires + TDL Music / Buenos Aires
Client: CCU - Compañía Cervecerías Unidas Category: Consumer - Digital / Social Media & Viral Marketing
Great Chinese Names for Great Britain
Agency: Ogilvy / Beijing
Client: Visit Britain Category: Consumer - Digital / Social Media & Viral Marketing
The Live Tube
Agency: Publicis Italy / Milan
Client: Heineken Category: Consumer - Digital / Social Media & Viral Marketing
Instagram Your Fridge
Agency: Special / Auckland
Client: Smirnoff Category: Consumer - Digital / Social Media & Viral Marketing
Award:
2016 Direct Merit Award
Agency:
FCB / Chicago
Client:
Joe Boxer
Title:
Inactivity Tracker
Category:
Consumer - Digital / Mobile
Annual ID:
DI16060M
Award:
2016 Direct Merit Award
Agency:
McCann Worldgroup / Milano + BV McCann / Bucharest
Client:
Coca - Cola
Title:
The Emotisongs
Category:
Consumer - Digital / Mobile
Annual ID:
DI16061M
Award:
2016 Direct Merit Award
Agency:
Serviceplan / Munich + Mediaplus / Munich + Plan.Net / Munich
Client:
Gibson Guitar
Title:
The Les Paul Skill Check
Category:
Consumer - Digital / Mobile
Annual ID:
DI16062M
Award:
2016 Direct Merit Award
Agency:
Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client:
visit.brussels
Title:
Call Brussels
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16051M
Award:
2016 Direct Merit Award
Agency:
BETC / Paris + BETC Digital / Paris
Client:
D&AD
Title:
The Ad Filter
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16052M
Award:
2016 Direct Merit Award
Agency:
Deutsch / Los Angeles
Client:
Volkswagen
Title:
Unleash Your Rrrr
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16053M
Award:
2016 Direct Merit Award
Agency:
Kinetic / Singapore
Client:
MINI ASIA
Title:
Mini John Cooper Works Youtube Race
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16054M
Award:
2016 Direct Merit Award
Agency:
Leo Burnett / Toronto + Somerset Graphics Co. Ltd. / Toronto
Client:
Somerset Graphics
Title:
Printed By Somerset
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16055M
Award:
2016 Direct Merit Award
Agency:
McCann / London
Client:
Momondo
Title:
ClickTwo Travel
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16056M
Award:
2016 Direct Merit Award
Agency:
McCann / London
Client:
Microsoft
Title:
Squadvertiser
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16057M
Award:
2016 Direct Merit Award
Agency:
MTV / New York + Jam3 / Toronto
Client:
MTV
Title:
MTVVMA.NET
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16058M
Award:
2016 Direct Merit Award
Agency:
Ogilvy Germany /
Client:
Media Markt Management
Title:
Rabbit Race
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16059M
Award:
2016 Direct Merit Award
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16063M
Award:
2016 Direct Merit Award
Agency:
BBDO / New York
Client:
Foot Locker
Title:
Play My Tweet
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16064M
Award:
2016 Direct Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Bonds
Title:
The Boys
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16065M
Award:
2016 Direct Merit Award
Agency:
Deutsch / New York
Client:
Krylon
Title:
The First Ever Pinterest Yard Sale
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16066M
Award:
2016 Direct Merit Award
Agency:
Marketforce / Perth
Client:
Chicken Treat
Title:
Chicken Tweet Betty
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16067M
Award:
2016 Direct Merit Award
Agency:
MTV / New York + Jam3 / Toronto
Client:
MTV
Title:
MTV 2015 Video Music Awards
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16068M
Award:
2016 Direct Merit Award
Agency:
Ogilvy & Mather / Buenos Aires + Huinca Cine / Buenos Aires + ControlZ / Buenos Aires + TDL Music / Buenos Aires
Client:
CCU - Compañía Cervecerías Unidas
Title:
Beer Tooth Implant
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16069M
Award:
2016 Direct Merit Award
Agency:
Ogilvy / Beijing
Client:
Visit Britain
Title:
Great Chinese Names for Great Britain
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16070M
Award:
2016 Direct Merit Award
Agency:
Publicis Italy / Milan
Client:
Heineken
Title:
The Live Tube
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16071M