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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mt expo yokohama
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Category: Consumer - Environmental / Immersive Design / Brand Installations
Safety Truck
Agency: Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client: Samsung Category: CSR - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
McWhopper
Agency: Y&R / New Zealand + DAVID / Miami
Client: Burger King Category: CSR - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Call Brussels
Agency: Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client: visit.brussels Category: Consumer - Websites / Travel, Entertainment & Leisure
#HandsOff
Agency: Marcel / Paris
Client: Marc Dorcel Category: Consumer - Websites / Publications & Media
Painting of Paints
Agency: DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + Sakano photo office / Tokyo + ADBRAIN Inc. / Tokyo
Client: Turner Colour Works Category: Craft - Illustration - Single or Series / Illustration - Single or Series
Travel Before It's Not Fun Anymore
Agency: TBWA\Hunt\Lascaris / Johannesburg
Client: Flight Centre, Student Flights Category: Consumer - Advertising - Campaign / Advertising - Campaign
Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups
Whatever Happens
Agency: HAVAS PARIS / PUTEAUX + OPEN HOUSE / LOS ANGELES
Client: Juva Sante Category: Consumer - Television / 20 Second & Under - Campaign
Rocket Car
Agency: Wieden+Kennedy / Portland
Client: Old Spice Category: Consumer - Television / 60 Second - Single
Wilson X Connected Basketball
Agency: Phenomenon / Los Angeles
Client: Wilson Sporting Goods Category: Consumer - Use of Technology / Product & Mobile Integration
Shoplifters
Agency: adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client: Harvey Nichols Category: Consumer - Online Films & Video / Short Form - Single
Fast Forward, Lake
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single
Wilson X Connected Basketball
Agency: Phenomenon / Los Angeles
Client: Wilson Sporting Goods Category: Innovation - Mobile / Mobile
#MyFutureIsMineToSave
Agency: Ogilvy & Mather,Taipei / Taipei city
Client: Far EasTone Telecommunications Company Category: CSR - Brands, Products & Services / Brands, Products & Services
Make Up Genius
Agency: McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Client: L'Oréal Paris Category: Consumer - Applications & Sites / E-Commerce
Open Up Your Imagination
Agency: HAKUHODO Inc. / Tokyo + TIDE INC. / Tokyo
Client: Musashino Art University Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
The Fairest Night of All
Agency: Del Campo Saatchi & Saatchi / Buenos Aires
Client: Andes Beer Category: Consumer - Ambient Media (Indoor & Outdoor) / Outdoor Installations & Ambient - Single
Straight Outta
Agency: R/GA's Hustle / Los Angeles + Beats By Dr. Dre / Los Angeles
Client: Beats By Dr. Dre Category: Consumer - Brands, Products & Services / User Generated Content
Make Up Genius
Agency: McCann / Clichy + Image Metrics / Las Vegas + My Studio Factory / Paris
Client: L'Oréal Paris Category: Consumer - Digital / Mobile
Funtastic Hand
Agency: Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Client: Cirec Foundation Category: Non-Profit - Physical / Digital / Physical / Digital
Unforgotten Soldiers
Agency: DDB Group New Zealand / Auckland
Client: SKY TV Category: Consumer - Environmental / Immersive Design / Outdoor Spaces
First on Twitter
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Consumer - Collateral / Posters - Campaign
Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Non-Profit - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
The Gun Shop
Agency: Grey / New York + Rival School Pictures / New York
Client: States United to Prevent Gun Violence Category: Non-Profit - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Ripple
Agency: Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles
Client: Nike Golf Category: Craft - Editing / Editing
Coco De Mer - X
Agency: TBWA\ / London + Rankin Film Productions / London
Client: Coco De Mer Category: Craft - Editing / Editing
Birth
Agency: BBH / London + Mill+ / London + String and Tins / London + The Mill / London
Client: Audi Category: Craft - Music / Sound / Music / Sound
Sounds of the City
Agency: ROSAPARK / PARIS
Client: Thalys Category: Consumer - Environmental / Immersive Design / Ambient Media - Series
The Banner That Makes You Like Banners
Agency: BBDO Russia Group / Moscow + Proximity Russia / Moscow
Client: 3M Category: Consumer - Digital / Websites, Microsites & Banners
The Interactive Form
Agency: BETC / Paris + BETC Digital / Paris
Client: CANAL+ Category: Consumer - Digital / Websites, Microsites & Banners
Europe's Most Punctual Offer
Agency: McCANN / Copenhagen
Client: Scandinavian Airlines Category: Consumer - Digital / Websites, Microsites & Banners
Inspiring Spirit
Agency: Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore
Client: Scoot Category: Craft - Brand Voice / Brand Voice
First Person Lover
Agency: Garbergs / Stockholm + RIVER/ISBIT / Stockholm
Client: Björn Borg Category: Consumer - Websites / Branded Games
Open Road Project
Agency: DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client: Toyota Category: Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Taco Emoji Engine
Agency: Deutsch / Los Angeles
Client: Taco Bell Category: Consumer - Branded Social Campaign / Branded Social Campaign
Straight Outta
Agency: R/GA's Hustle / Los Angeles + Beats By Dr. Dre / Los Angeles
Client: Beats By Dr. Dre Category: Consumer - Branded Social Campaign / Branded Social Campaign
Groceries Not Guns
Agency: Grey Canada / Toronto
Client: Moms Demand Action for Gun Sense in America Category: Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying
Owlet
Agency: R/GA / New York + Owlet / Provo
Client: Owlet Baby Care Category: Consumer - Integrated Digital & Physical Products / Integrated Digital & Physical Products
Super Bowl Babies
Agency: Grey / New York + Park Pictures / New York + Townhouse23 / New York + Exile / New York
Client: National Football League Category: Consumer - Music / Creative Use of Music Supporting a Brand
Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Innovation - Use of Technology / Use of Technology
Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Innovation - Environmental / Immersive Design / Environmental / Immersive Design
The 2008 China Earthquake
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
The Osama Bin Laden Raid
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
The Birth of the Royal Baby
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Craft - Art Direction / Art Direction
Learning on the way
Agency: Sancho BBDO / Bogota
Client: ADN Category: Innovation - Innovation in Radio / Innovation in Radio
The Gun Shop
Agency: Grey / New York + Rival School Pictures / New York
Client: States United to Prevent Gun Violence Category: Non-Profit - Integrated Branding / Integrated Branding
Igugu
Agency: FCB 1886 / Johannesburg
Client: Cell C Category: Craft - Music / Sound / Music / Sound
#NOTCOMINGSOON
Agency: FRED & FARID / NEW YORK + MOONWALK FILMS / PARIS
Client: Remy Cointreau / Louis XIII Category: Consumer - Brand or Product Integration into Storyline / Film
Award:
2016 Design Gold Pencil
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi
Title:
mt expo yokohama
Category:
Consumer - Environmental / Immersive Design / Brand Installations
Annual ID:
DE16034G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Leo Burnett Argentina / Buenos Aires + Gloria Films / Buenos Aires + Ingematica / Buenos Aires
Client:
Samsung
Title:
Safety Truck
Category:
CSR - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16042G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Y&R / New Zealand + DAVID / Miami
Client:
Burger King
Title:
McWhopper
Category:
CSR - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16043G
Award:
2016 Interactive Gold Pencil
Agency:
Air / Brussels + Lovo Films / Brussels + Globule Bleu / Brussels + Whyte / Brussels
Client:
visit.brussels
Title:
Call Brussels
Category:
Consumer - Websites / Travel, Entertainment & Leisure
Annual ID:
IN16008G
Award:
2016 Interactive Gold Pencil
Agency:
Marcel / Paris
Client:
Marc Dorcel
Title:
#HandsOff
Category:
Consumer - Websites / Publications & Media
Annual ID:
IN16010G
Award:
2016 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + TOHOKUSHINSHA FILM CORPORATION / Tokyo + Sakano photo office / Tokyo + ADBRAIN Inc. / Tokyo
Client:
Turner Colour Works
Title:
Painting of Paints
Category:
Craft - Illustration - Single or Series / Illustration - Single or Series
Annual ID:
DE16068G
Award:
2016 Radio Gold Pencil
Agency:
TBWA\Hunt\Lascaris / Johannesburg
Client:
Flight Centre, Student Flights
Title:
Travel Before It's Not Fun Anymore
Category:
Consumer - Advertising - Campaign / Advertising - Campaign
Annual ID:
RA16003G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Pop-Ups
Annual ID:
PO16038G
Award:
2016 Film Gold Pencil
Agency:
HAVAS PARIS / PUTEAUX + OPEN HOUSE / LOS ANGELES
Client:
Juva Sante
Title:
Whatever Happens
Category:
Consumer - Television / 20 Second & Under - Campaign
Annual ID:
FI16018G
Award:
2016 Film Gold Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Old Spice
Title:
Rocket Car
Category:
Consumer - Television / 60 Second - Single
Annual ID:
FI16001G
Award:
2016 Mobile Gold Pencil
Agency:
Phenomenon / Los Angeles
Client:
Wilson Sporting Goods
Title:
Wilson X Connected Basketball
Category:
Consumer - Use of Technology / Product & Mobile Integration
Annual ID:
MO16011G
Award:
2016 Film Gold Pencil
Agency:
adam&eveDDB / London + Blink / London + Zenith Optimedia (media agency) / London + The Mill / London
Client:
Harvey Nichols
Title:
Shoplifters
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16037G
Award:
2016 Film Gold Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Lake
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16038G
Award:
2016 UX / UI Gold Pencil
Agency:
Phenomenon / Los Angeles
Client:
Wilson Sporting Goods
Title:
Wilson X Connected Basketball
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16016G
Award:
2016 Public Relations Gold Pencil
Agency:
Ogilvy & Mather,Taipei / Taipei city
Client:
Far EasTone Telecommunications Company
Title:
#MyFutureIsMineToSave
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16012G
Award:
2016 Mobile Gold Pencil
Agency:
McCann / Paris + Image Metrics / Las Vegas + My Studio Factory / Paris
Client:
L'Oréal Paris
Title:
Make Up Genius
Category:
Consumer - Applications & Sites / E-Commerce
Annual ID:
MO16006G
Award:
2016 Design Gold Pencil
Agency:
HAKUHODO Inc. / Tokyo + TIDE INC. / Tokyo
Client:
Musashino Art University
Title:
Open Up Your Imagination
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16062G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Del Campo Saatchi & Saatchi / Buenos Aires
Client:
Andes Beer
Title:
The Fairest Night of All
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Outdoor Installations & Ambient - Single
Annual ID:
PO16032G
Award:
2016 Public Relations Gold Pencil
Agency:
R/GA's Hustle / Los Angeles + Beats By Dr. Dre / Los Angeles
Client:
Beats By Dr. Dre
Title:
Straight Outta
Category:
Consumer - Brands, Products & Services / User Generated Content
Annual ID:
PR16006G
Award:
2016 Direct Gold Pencil
Agency:
McCann / Clichy + Image Metrics / Las Vegas + My Studio Factory / Paris
Client:
L'Oréal Paris
Title:
Make Up Genius
Category:
Consumer - Digital / Mobile
Annual ID:
DI16012G
Award:
2016 Intellectual Property Gold Pencil
Agency:
Publicis Colombia / Bogotá + Cirec Foundation / Bogotá
Client:
Cirec Foundation
Title:
Funtastic Hand
Category:
Non-Profit - Physical / Digital / Physical / Digital
Annual ID:
IP16008G
Award:
2016 Design Gold Pencil
Agency:
DDB Group New Zealand / Auckland
Client:
SKY TV
Title:
Unforgotten Soldiers
Category:
Consumer - Environmental / Immersive Design / Outdoor Spaces
Annual ID:
DE16032G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
First on Twitter
Category:
Consumer - Collateral / Posters - Campaign
Annual ID:
PO16020G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Non-Profit - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16054G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Grey / New York + Rival School Pictures / New York
Client:
States United to Prevent Gun Violence
Title:
The Gun Shop
Category:
Non-Profit - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16055G
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Wieden+Kennedy / Portland + Biscuit Filmworks / Los Angeles
Client:
Nike Golf
Title:
Ripple
Category:
Craft - Editing / Editing
Annual ID:
BE16045G
Award:
2016 Film Gold Pencil
Agency:
BBDO / New York
Client:
AT&T
Title:
Close To Home
Category:
Craft - Editing / Editing
Annual ID:
FI16084G
Award:
2016 Film Gold Pencil
Agency:
TBWA\ / London + Rankin Film Productions / London
Client:
Coco De Mer
Title:
Coco De Mer - X
Category:
Craft - Editing / Editing
Annual ID:
FI16085G
Award:
2016 Film Gold Pencil
Agency:
BBH / London + Mill+ / London + String and Tins / London + The Mill / London
Client:
Audi
Title:
Birth
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
FI16089G
Award:
2016 Design Gold Pencil
Agency:
ROSAPARK / PARIS
Client:
Thalys
Title:
Sounds of the City
Category:
Consumer - Environmental / Immersive Design / Ambient Media - Series
Annual ID:
DE16029G
Award:
2016 Direct Gold Pencil
Agency:
BBDO Russia Group / Moscow + Proximity Russia / Moscow
Client:
3M
Title:
The Banner That Makes You Like Banners
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16006G
Award:
2016 Direct Gold Pencil
Agency:
BETC / Paris + BETC Digital / Paris
Client:
CANAL+
Title:
The Interactive Form
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16007G
Award:
2016 Direct Gold Pencil
Agency:
McCANN / Copenhagen
Client:
Scandinavian Airlines
Title:
Europe's Most Punctual Offer
Category:
Consumer - Digital / Websites, Microsites & Banners
Annual ID:
DI16008G
Award:
2016 Public Relations Gold Pencil
Agency:
Saatchi & Saatchi / Singapore + Sweeney Vesty / Singapore
Client:
Scoot
Title:
Inspiring Spirit
Category:
Craft - Brand Voice / Brand Voice
Annual ID:
PR16024G
Award:
2016 Interactive Gold Pencil
Agency:
Garbergs / Stockholm + RIVER/ISBIT / Stockholm
Client:
Björn Borg
Title:
First Person Lover
Category:
Consumer - Websites / Branded Games
Annual ID:
IN16013G
Award:
2016 Intellectual Property Gold Pencil
Agency:
DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + Information Services International-Dentsu, LTD. / Tokyo
Client:
Toyota
Title:
Open Road Project
Category:
Innovation - Experimental / Internal Projects / R&D / Experimental / Internal Projects / R&D
Annual ID:
IP16010G
Award:
2016 Social Media Gold Pencil
Agency:
Deutsch / Los Angeles
Client:
Taco Bell
Title:
Taco Emoji Engine
Category:
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16006G
Award:
2016 Social Media Gold Pencil
Agency:
R/GA's Hustle / Los Angeles + Beats By Dr. Dre / Los Angeles
Client:
Beats By Dr. Dre
Title:
Straight Outta
Category:
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID:
SM16007G
Award:
2016 Public Relations Gold Pencil
Agency:
Grey Canada / Toronto
Client:
Moms Demand Action for Gun Sense in America
Title:
Groceries Not Guns
Category:
Non-Profit - Public Affairs / Politics / Lobbying / Public Affairs / Politics / Lobbying
Annual ID:
PR16021G
Award:
2016 Intellectual Property Gold Pencil
Agency:
R/GA / New York + Owlet / Provo
Client:
Owlet Baby Care
Title:
Owlet
Category:
Consumer - Integrated Digital & Physical Products / Integrated Digital & Physical Products
Annual ID:
IP16002G
Award:
2016 Branded Entertainment Gold Pencil
Agency:
Grey / New York + Park Pictures / New York + Townhouse23 / New York + Exile / New York
Client:
National Football League
Title:
Super Bowl Babies
Category:
Consumer - Music / Creative Use of Music Supporting a Brand
Annual ID:
BE16033G
Award:
2016 Responsive Environments Gold Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Innovation - Use of Technology / Use of Technology
Annual ID:
RE16006G
Award:
2016 Design Gold Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Innovation - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16056G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The 2008 China Earthquake
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16065G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The Osama Bin Laden Raid
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16066G
Award:
2016 Print & Outdoor Gold Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
The Birth of the Royal Baby
Category:
Craft - Art Direction / Art Direction
Annual ID:
PO16067G
Award:
2016 Radio Gold Pencil
Agency:
Sancho BBDO / Bogota
Client:
ADN
Title:
Learning on the way
Category:
Innovation - Innovation in Radio / Innovation in Radio
Annual ID:
RA16009G
Award:
2016 Cross-Platform Gold Pencil
Agency:
Grey / New York + Rival School Pictures / New York
Client:
States United to Prevent Gun Violence
Title:
The Gun Shop
Category:
Non-Profit - Integrated Branding / Integrated Branding
Annual ID:
CP16022G
Award:
2016 Radio Gold Pencil
Agency:
FCB 1886 / Johannesburg
Client:
Cell C
Title:
Igugu
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
RA16012G
Award:
2016 Branded Entertainment Gold Pencil
Agency:
FRED & FARID / NEW YORK + MOONWALK FILMS / PARIS
Client:
Remy Cointreau / Louis XIII
Title:
#NOTCOMINGSOON
Category:
Consumer - Brand or Product Integration into Storyline / Film
Annual ID:
BE16019G
