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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Agency
Client
Title
Category
Annual ID
ESPN Takeover
Agency: Wieden+Kennedy / Portland
Client: Old Spice Category: Consumer - Broadcast & Film / Branded Television
Volkswagen "Moments"
Agency: Ogilvy & Mather / Cape Town
Client: Volkswagen South Africa Category: Consumer - Television / Budget Under $100K - Single
Talk, Read, Sing
Agency: Goodby Silverstein & Partners / San Francisco
Client: Bay Area Council Category: Innovation - Collateral Design / Collateral Design
"See you again, Kathmandu" - Baidu's recovery program for monuments in Nepal
Agency: BlueDigital / Beijing
Client: Baidu Category: Innovation - Websites / Websites
LifeLive
Agency: Leo Burnett / Sydney + Rapid Films / Sydney + We Love Jam / Sydney
Client: Samsung Australia Category: Consumer - Use of Technology / Augmented Reality
Holograms for Freedom
Agency: DDB Spain / Madrid
Client: No somos delito (We are not crime) Category: Non-Profit - Ambient / Environmental / Ambient / Environmental
Uber Food Drive
Agency: Rethink / Toronto + Skin + Bones / Toronto + Relish / Toronto + Vapor Music / Toronto
Client: Uber Category: CSR - Use of Technology / Use of Technology
37 Days
Agency: Leo Burnett / Saint-Denis + Quad / Clichy
Client: Atlantic Group Category: Craft - Cinematography / Cinematography
Lucy the Robot
Agency: Atomic 212 / Sydney
Client: Double Robotics Category: Consumer - Brands, Products & Services / Media Relations
Canon Gig App
Agency: Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client: Canon/Uncle Grey Category: Consumer - Gaming & Mobile / Branded Mobile
Museum of Feelings
Agency: Ogilvy & Mather / Chicago + Radical Media / New York
Client: Glade Category: Consumer - Architecture / Architecture
World Table Tennis Championships 2015
Agency: DENTSU INC. / Tokyo
Client: TV Tokyo Category: Craft - Photography - Single or Series / Photography - Single or Series
Commit to Something
Agency: Wieden+Kennedy / New York + Art Partners / New York
Client: Equinox Category: Craft - Photography - Single or Series / Photography - Single or Series
Missing Type
Agency: Engine / London
Client: Engine Category: Non-Profit - Brands, Products & Services / Brands, Products & Services
Celebrating 50 Years in Brazil
Agency: F/Nazca Saatchi & Saatchi / São Paulo
Client: Nissin Ajinomoto Category: Craft - Typography - Single or Series / Typography - Single or Series
Museum of Feelings
Agency: Ogilvy & Mather / Chicago + Radical Media / New York
Client: Glade Category: Innovation - Brand Transformation / Brand Transformation
The Shape of Imagination
Agency: Ogilvy & Mather / Singapore + Magic Angle Sculpture LLC / USA + Freeflow Productions / Singapore
Client: LEGO Category: Consumer - Collateral Design / P.O.P. & In-Store - Single
Volvo LifePaint
Agency: Grey / London + Albedo100 / Malmö
Client: Volvo Car UK Category: CSR - Environmental / Immersive Design / Environmental / Immersive Design
Fountain Against Torture
Agency: Scholz & Friends / Berlin
Client: Amnesty International Category: Non-Profit - Architecture / Architecture
Spare the Act - Lap Top
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single
The Martian Prologue Campaign
Agency: 3AM / Culver City, CA + RSA Films / Los Angeles, CA
Client: 20th Century Fox Category: Consumer - Integrated Branding / Online
The Imagination Machine
Agency: Wieden+Kennedy / Amsterdam + Tellart / Amsterdam
Client: S7 Airlines Category: Consumer - Ambient Media (Indoor & Outdoor) / Digital / Electronic
Designed to be Forgotten
Agency: Droga5 / New York + Quilted Northern / Atlanta + Smuggler / New York + Method / New York/Atlanta
Client: Quilted Northern Category: Consumer - Television / 30 Second - Campaign
Make Sense of the Present
Agency: OpenCo - The Open Collaboration / Johannesburg
Client: Apartheid Museum Category: Non-Profit - Publications / Publications
Greenpeace Presents: Not Just Tuna
Agency: The VIA Agency / Portland
Client: Greenpeace Category: Non-Profit - Publications / Publications
Sky Sqreening
Agency: Serviceplan / Munich + Plan.Net / Munich + Mediaplus / Munich
Client: Sky Deutschland Fernsehen Category: Consumer - Applications & Sites / Media, Entertainment & Leisure
It Happens Here
Agency: Ogilvy & Mather / London
Client: 28 Too Many Category: Non-Profit - Collateral / Collateral
Inside Abbey Road
Agency: Google Creative Lab / London + Stinkdigital / London
Client: Google Category: Consumer - Web / User Experience
The New Eurosport Player
Agency: Work & Co / Brooklyn, NY
Client: Eurosport Category: Consumer - Web / User Experience
Football or Father
Agency: BBDO / Belgium
Client: Love Condom Category: Consumer - Print / Dimensional Mailing
The Uncrashable Toycars
Agency: Jung von Matt AG / Hamburg
Client: Daimler Category: Consumer - Print / Dimensional Mailing
Reduce Speed Dial
Agency: Colenso BBDO / Auckland
Client: Volkswagen Category: Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
First on Twitter
Agency: Ogilvy & Mather / Singapore
Client: Twitter Category: Consumer - Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign
Just
Agency: Leo Burnett / Sydney
Client: World Wildlife Fund Category: Non-Profit - Collateral Design - Single or Series / Collateral Design - Single or Series
Because Recollection
Agency: 84. / Paris
Client: Because Music Category: Consumer - Websites / Travel, Entertainment & Leisure
Royal Cuts
Agency: PPM BRASIL / SAO PAULO
Client: Tendall Grill Category: Craft - Illustration - Single or Series / Illustration - Single or Series
Game Spot Palo
Agency: Dentsu Inc. / Tokyo
Client: Aeon Fantasy Category: Consumer - Brand Identity / Series
Sexy Times
Agency: TBWA\Hunt\Lascaris / Johannesburg
Client: Tiger Brands Category: Consumer - Advertising - Campaign / Advertising - Campaign
Gentlemen's Wager II
Agency: Anomaly / New York + RSA Productions / Los Angeles
Client: Johnnie Walker Category: Craft - Cinematography / Cinematography
Wheaties Redesign
Agency: Jones Knowles Ritchie / NY
Client: General Mills Category: Consumer - Brand Identity / Rebranding
The Fifth Continent
Agency: The Chase / Preston
Client: Rob Walker Category: Consumer - Brand Identity / Single Element
Tiny Dancer
Agency: adam&eveDDB / London + Blink / London + Final Cut / London + MPC / London
Client: John Lewis Insurance Category: Consumer - Television / 60 Second - Single
Canon Gig App
Agency: Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client: Canon/Uncle Grey Category: Consumer - Use of Technology / Product & Mobile Integration
Friends Furever
Agency: Droga5 / New York + Google Android / New York
Client: Google Android Category: Consumer - Online Films & Video / Short Form - Single
Fast Forward, Going Up
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single
Nike Rise China 2.0 - Innovation
Agency: AKQA / London + AKQA / Shanghai + Artisan / London + Wispark / Shanghai
Client: Nike Basketball Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Lightsaber Escape: A Chrome Experiment
Agency: 72andSunny / Los Angeles + Unit9 / London
Client: Google, Disney, Industrial Light & Magic, Lucasfilm Category: Innovation - Mobile / Mobile
Ghosts
Agency: Dentsu Indonesia / Jakarta
Client: Forest Guardians Indonesia Category: CSR - Immersive / Immersive
The Tweeting Pothole
Agency: P4 Ogilvy & Mather / Panama
Client: Medcom Category: CSR - Brands, Products & Services / Brands, Products & Services
Award:
2016 Branded Entertainment Silver Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Old Spice
Title:
ESPN Takeover
Category:
Consumer - Broadcast & Film / Branded Television
Annual ID:
BE16001S
Award:
2016 Film Silver Pencil
Agency:
Ogilvy & Mather / Cape Town
Client:
Volkswagen South Africa
Title:
Volkswagen "Moments"
Category:
Consumer - Television / Budget Under $100K - Single
Annual ID:
FI16028S
Award:
2016 Design Silver Pencil
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Bay Area Council
Title:
Talk, Read, Sing
Category:
Innovation - Collateral Design / Collateral Design
Annual ID:
DE16052S
Award:
2016 Interactive Silver Pencil
Agency:
BlueDigital / Beijing
Client:
Baidu
Title:
"See you again, Kathmandu" - Baidu's recovery program for monuments in Nepal
Category:
Innovation - Websites / Websites
Annual ID:
IN16030S
Award:
2016 Mobile Silver Pencil
Agency:
Leo Burnett / Sydney + Rapid Films / Sydney + We Love Jam / Sydney
Client:
Samsung Australia
Title:
LifeLive
Category:
Consumer - Use of Technology / Augmented Reality
Annual ID:
MO16010S
Award:
2016 Direct Silver Pencil
Agency:
DDB Spain / Madrid
Client:
No somos delito (We are not crime)
Title:
Holograms for Freedom
Category:
Non-Profit - Ambient / Environmental / Ambient / Environmental
Annual ID:
DI16040S
Award:
2016 Mobile Silver Pencil
Agency:
Rethink / Toronto + Skin + Bones / Toronto + Relish / Toronto + Vapor Music / Toronto
Client:
Uber
Title:
Uber Food Drive
Category:
CSR - Use of Technology / Use of Technology
Annual ID:
MO16018S
Award:
2016 Film Silver Pencil
Agency:
Leo Burnett / Saint-Denis + Quad / Clichy
Client:
Atlantic Group
Title:
37 Days
Category:
Craft - Cinematography / Cinematography
Annual ID:
FI16081S
Award:
2016 Public Relations Silver Pencil
Agency:
Atomic 212 / Sydney
Client:
Double Robotics
Title:
Lucy the Robot
Category:
Consumer - Brands, Products & Services / Media Relations
Annual ID:
PR16001S
Award:
2016 Branded Entertainment Silver Pencil
Agency:
Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client:
Canon/Uncle Grey
Title:
Canon Gig App
Category:
Consumer - Gaming & Mobile / Branded Mobile
Annual ID:
BE16018S
Award:
2016 Responsive Environments Silver Pencil
Agency:
Ogilvy & Mather / Chicago + Radical Media / New York
Client:
Glade
Title:
Museum of Feelings
Category:
Consumer - Architecture / Architecture
Annual ID:
RE16001S
Award:
2016 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
TV Tokyo
Title:
World Table Tennis Championships 2015
Category:
Craft - Photography - Single or Series / Photography - Single or Series
Annual ID:
DE16066S
Award:
2016 Design Silver Pencil
Agency:
Wieden+Kennedy / New York + Art Partners / New York
Client:
Equinox
Title:
Commit to Something
Category:
Craft - Photography - Single or Series / Photography - Single or Series
Annual ID:
DE16067S
Award:
2016 Public Relations Silver Pencil
Agency:
Engine / London
Client:
Engine
Title:
Missing Type
Category:
Non-Profit - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16019S
Award:
2016 Design Silver Pencil
Agency:
F/Nazca Saatchi & Saatchi / São Paulo
Client:
Nissin Ajinomoto
Title:
Celebrating 50 Years in Brazil
Category:
Craft - Typography - Single or Series / Typography - Single or Series
Annual ID:
DE16075S
Award:
2016 Cross-Platform Silver Pencil
Agency:
Ogilvy & Mather / Chicago + Radical Media / New York
Client:
Glade
Title:
Museum of Feelings
Category:
Innovation - Brand Transformation / Brand Transformation
Annual ID:
CP16026S
Award:
2016 Design Silver Pencil
Agency:
Ogilvy & Mather / Singapore + Magic Angle Sculpture LLC / USA + Freeflow Productions / Singapore
Client:
LEGO
Title:
The Shape of Imagination
Category:
Consumer - Collateral Design / P.O.P. & In-Store - Single
Annual ID:
DE16007S
Award:
2016 Design Silver Pencil
Agency:
Grey / London + Albedo100 / Malmö
Client:
Volvo Car UK
Title:
Volvo LifePaint
Category:
CSR - Environmental / Immersive Design / Environmental / Immersive Design
Annual ID:
DE16042S
Award:
2016 Responsive Environments Silver Pencil
Agency:
Scholz & Friends / Berlin
Client:
Amnesty International
Title:
Fountain Against Torture
Category:
Non-Profit - Architecture / Architecture
Annual ID:
RE16005S
Award:
2016 Film Silver Pencil
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act - Lap Top
Category:
Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single
Annual ID:
FI16034S
Award:
2016 Cross-Platform Silver Pencil
Agency:
3AM / Culver City, CA + RSA Films / Los Angeles, CA
Client:
20th Century Fox
Title:
The Martian Prologue Campaign
Category:
Consumer - Integrated Branding / Online
Annual ID:
CP16012S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
Wieden+Kennedy / Amsterdam + Tellart / Amsterdam
Client:
S7 Airlines
Title:
The Imagination Machine
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Digital / Electronic
Annual ID:
PO16036S
Award:
2016 Film Silver Pencil
Agency:
Droga5 / New York + Quilted Northern / Atlanta + Smuggler / New York + Method / New York/Atlanta
Client:
Quilted Northern
Title:
Designed to be Forgotten
Category:
Consumer - Television / 30 Second - Campaign
Annual ID:
FI16013S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg
Client:
Apartheid Museum
Title:
Make Sense of the Present
Category:
Non-Profit - Publications / Publications
Annual ID:
PO16045S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
The VIA Agency / Portland
Client:
Greenpeace
Title:
Greenpeace Presents: Not Just Tuna
Category:
Non-Profit - Publications / Publications
Annual ID:
PO16046S
Award:
2016 Mobile Silver Pencil
Agency:
Serviceplan / Munich + Plan.Net / Munich + Mediaplus / Munich
Client:
Sky Deutschland Fernsehen
Title:
Sky Sqreening
Category:
Consumer - Applications & Sites / Media, Entertainment & Leisure
Annual ID:
MO16003S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
DDB / New York
Client:
WCFF
Title:
Endangered Love
Category:
Non-Profit - Collateral / Collateral
Annual ID:
PO16050S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
Ogilvy & Mather / London
Client:
28 Too Many
Title:
It Happens Here
Category:
Non-Profit - Collateral / Collateral
Annual ID:
PO16051S
Award:
2016 UX / UI Silver Pencil
Agency:
Google Creative Lab / London + Stinkdigital / London
Client:
Google
Title:
Inside Abbey Road
Category:
Consumer - Web / User Experience
Annual ID:
UX16002S
Award:
2016 UX / UI Silver Pencil
Agency:
Work & Co / Brooklyn, NY
Client:
Eurosport
Title:
The New Eurosport Player
Category:
Consumer - Web / User Experience
Annual ID:
UX16003S
Award:
2016 Direct Silver Pencil
Agency:
BBDO / Belgium
Client:
Love Condom
Title:
Football or Father
Category:
Consumer - Print / Dimensional Mailing
Annual ID:
DI16004S
Award:
2016 Direct Silver Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
Daimler
Title:
The Uncrashable Toycars
Category:
Consumer - Print / Dimensional Mailing
Annual ID:
DI16005S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
Colenso BBDO / Auckland
Client:
Volkswagen
Title:
Reduce Speed Dial
Category:
Innovation - Ambient (Indoor & Outdoor) / Ambient (Indoor & Outdoor)
Annual ID:
PO16061S
Award:
2016 Print & Outdoor Silver Pencil
Agency:
Ogilvy & Mather / Singapore
Client:
Twitter
Title:
First on Twitter
Category:
Consumer - Ambient Media (Indoor & Outdoor) / Billboards or Transit - Campaign
Annual ID:
PO16030S
Award:
2016 Design Silver Pencil
Agency:
Leo Burnett / Sydney
Client:
World Wildlife Fund
Title:
Just
Category:
Non-Profit - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID:
DE16043S
Award:
2016 Interactive Silver Pencil
Agency:
84. / Paris
Client:
Because Music
Title:
Because Recollection
Category:
Consumer - Websites / Travel, Entertainment & Leisure
Annual ID:
IN16009S
Award:
2016 Design Silver Pencil
Agency:
PPM BRASIL / SAO PAULO
Client:
Tendall Grill
Title:
Royal Cuts
Category:
Craft - Illustration - Single or Series / Illustration - Single or Series
Annual ID:
DE16069S
Award:
2016 Design Silver Pencil
Agency:
Dentsu Inc. / Tokyo
Client:
Aeon Fantasy
Title:
Game Spot Palo
Category:
Consumer - Brand Identity / Series
Annual ID:
DE16013S
Award:
2016 Radio Silver Pencil
Agency:
TBWA\Hunt\Lascaris / Johannesburg
Client:
Tiger Brands
Title:
Sexy Times
Category:
Consumer - Advertising - Campaign / Advertising - Campaign
Annual ID:
RA16004S
Award:
2016 Branded Entertainment Silver Pencil
Agency:
Anomaly / New York + RSA Productions / Los Angeles
Client:
Johnnie Walker
Title:
Gentlemen's Wager II
Category:
Craft - Cinematography / Cinematography
Annual ID:
BE16043S
Award:
2016 Design Silver Pencil
Agency:
Jones Knowles Ritchie / NY
Client:
General Mills
Title:
Wheaties Redesign
Category:
Consumer - Brand Identity / Rebranding
Annual ID:
DE16016S
Award:
2016 Design Silver Pencil
Agency:
The Chase / Preston
Client:
Rob Walker
Title:
The Fifth Continent
Category:
Consumer - Brand Identity / Single Element
Annual ID:
DE16012S
Award:
2016 Film Silver Pencil
Agency:
adam&eveDDB / London + Blink / London + Final Cut / London + MPC / London
Client:
John Lewis Insurance
Title:
Tiny Dancer
Category:
Consumer - Television / 60 Second - Single
Annual ID:
FI16002S
Award:
2016 Mobile Silver Pencil
Agency:
Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client:
Canon/Uncle Grey
Title:
Canon Gig App
Category:
Consumer - Use of Technology / Product & Mobile Integration
Annual ID:
MO16012S
Award:
2016 Film Silver Pencil
Agency:
Droga5 / New York + Google Android / New York
Client:
Google Android
Title:
Friends Furever
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16039S
Award:
2016 Film Silver Pencil
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Going Up
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16040S
Award:
2016 Branded Entertainment Silver Pencil
Agency:
AKQA / London + AKQA / Shanghai + Artisan / London + Wispark / Shanghai
Client:
Nike Basketball
Title:
Nike Rise China 2.0 - Innovation
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16041S
Award:
2016 UX / UI Silver Pencil
Agency:
72andSunny / Los Angeles + Unit9 / London
Client:
Google, Disney, Industrial Light & Magic, Lucasfilm
Title:
Lightsaber Escape: A Chrome Experiment
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16017S
Award:
2016 Responsive Environments Silver Pencil
Agency:
Dentsu Indonesia / Jakarta
Client:
Forest Guardians Indonesia
Title:
Ghosts
Category:
CSR - Immersive / Immersive
Annual ID:
RE16004S
Award:
2016 Public Relations Silver Pencil
Agency:
P4 Ogilvy & Mather / Panama
Client:
Medcom
Title:
The Tweeting Pothole
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16013S
