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 Fairest Night of All
Agency: Del Campo Saatchi & Saatchi / Buenos Aires
Client: Andes Beer Category: Consumer - Online Films & Video / Short Form - Single
Misconceptions
Agency: Droga5 / New York + Newcastle / New York + D5 Studios / New York
Client: Newcastle Category: Consumer - Online Films & Video / Short Form - Single
Here's to the Cheap Ones
Agency: FCB / Toronto
Client: Simmply Macs Category: Consumer - Online Films & Video / Short Form - Single
The Letter
Agency: HEIMAT / Berlin
Client: OTTO Category: Consumer - Online Films & Video / Short Form - Single
A Message to Space
Agency: INNOCEAN / Seoul + Planit Production / Seoul + Addict Media Films / Seoul + D.TRIBE / Seoul
Client: Hyundai Motor Company Category: Consumer - Online Films & Video / Short Form - Single
#therewillbehaters
Agency: iris / London + Frenzy / Paris + Carat / London
Client: adidas Football Category: Consumer - Online Films & Video / Short Form - Single
The Uncrashable Toycars
Agency: Jung von Matt AG / Hamburg
Client: Daimler Category: Consumer - Online Films & Video / Short Form - Single
How China Are You?
Agency: Kolle Rebbe GmbH / Hamburg
Client: Protonet Category: Consumer - Online Films & Video / Short Form - Single
Men in Black; Colorful Sensation in Black
Agency: Kremaworldwide / Seoul
Client: LG Electronics Category: Consumer - Online Films & Video / Short Form - Single
Samsung Hearing Hands
Agency: Leo Burnett / ?stanbul
Client: Samsung Electronics Turkey Category: Consumer - Online Films & Video / Short Form - Single
Shark Dive in the Desert
Agency: Leo Burnett / Sydney + Rapid VR / Sydney + We Love Jam / Sydney + The Pool Collective / Sydney
Client: Samsung Australia Category: Consumer - Online Films & Video / Short Form - Single
The Way You Are
Agency: Leo Burnett France / Saint-Denis + Prodigious / Clichy + Davoli Music / Suresnes
Client: Samsung Category: Consumer - Online Films & Video / Short Form - Single
First Haircut
Agency: MullenLowe / Winston-Salem
Client: ULTA Beauty Category: Consumer - Online Films & Video / Short Form - Single
Dove - A Mother's Body
Agency: Ogilvy & Mather / London + Tantrum Productions / London
Client: Unilever Category: Consumer - Online Films & Video / Short Form - Single
Mother
Agency: Saatchi & Saatchi / Greater China + Saatchi & Saatchi / Del Campo Saatchi & Saatchi
Client: Changyou Online Game Developer Category: Consumer - Online Films & Video / Short Form - Single
Hush Little Baby
Agency: Saatchi & Saatchi NY / New York + Pulse Films / Los Angeles + Work Editorial / New York + Massive Music / New York
Client: Procter & Gamble Category: Consumer - Online Films & Video / Short Form - Single
Pianist
Agency: SANTO / Buenos Aires
Client: Diageo Category: Consumer - Online Films & Video / Short Form - Single
Witness Greatness Compton
Agency: TBWA Chiat Day / Los Angeles + Alldayeveryday / Los Angeles + Cut & Run / Los Angeles + Apache / Los Angeles
Client: The Grammys Category: Consumer - Online Films & Video / Short Form - Single
Netflix the Rat
Agency: TBWA Chiat Day / Los Angeles + Furlined / Los Angeles + Cut + Run / Los Angeles + Framestore / Los Angeles
Client: Netflix Category: Consumer - Online Films & Video / Short Form - Single
Fungus
Agency: TBWA\Santiago Mangada Puno / Makati
Client: Peerless Products Manufacturing Corporation Category: Consumer - Online Films & Video / Short Form - Single
Fast Forward, Hike
Agency: The Martin Agency / Richmond + Furlined / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single
Unskippable, Family Long Form
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Consumer - Online Films & Video / Short Form - Single
The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
GE Podcast Theatre presents The Message
Agency: BBDO / New York
Client: GE Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Smiles Trip Book
Agency: FCB BRASIL / SAO PAULO
Client: Smiles Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Nivea Doll
Agency: FCB BRASIL / SAO PAULO
Client: BDF Nivea Brasil Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Inside Abbey Road
Agency: Google Creative Lab / London + Stinkdigital / London
Client: Google Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
The Interactive Parking Billboard
Agency: Leo Burnett Germany / Frankfurt
Client: Fiat Germany Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Game of Balls
Agency: M&C Saatchi / Sydney + Bang PR / Sydney + Digital Playground / Los Angeles
Client: Blue Ball Foundation Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Survival Billboard
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
The Tweeting Pothole
Agency: P4 Ogilvy&Mather / Panama
Client: Medcom Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Unskippable
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Canon Gig App
Agency: Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client: Canon/Uncle Grey Category: Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Smiles Trip Book
Agency: FCB BRASIL / SAO PAULO
Client: Smiles Category: Innovation - Mobile / Mobile
Samsung Smart Playboard
Agency: Leo Burnett Co. Srl / Milan
Client: Samsung Electronics Italy Category: Innovation - Mobile / Mobile
Kinetic
Agency: R/GA / New York + Kinetic / New York
Client: One Million Metrics Category: Innovation - Mobile / Mobile
LISNR
Agency: R/GA / New York + LISNR / New York
Client: LISNR Category: Innovation - Mobile / Mobile
Clever Kash
Agency: Saatchi & Saatchi / Auckland
Client: ASB Bank Category: Innovation - Mobile / Mobile
SKINS Official FIFA Non-Sponsor
Agency: BBD Perfect Storm / London
Client: SKINS Category: CSR - Brands, Products & Services / Brands, Products & Services
Jesses Priced Out
Agency: DCX Growth Accelerator / NYC
Client: Jesse's Deli Category: CSR - Brands, Products & Services / Brands, Products & Services
Bell Let's Talk
Agency: LG2 / Montreal + lg2fabrique / Montreal
Client: Bell Category: CSR - Brands, Products & Services / Brands, Products & Services
Priceless Pets
Agency: NBS / Rio de Janeiro
Client: Purina / Quatro Patinhas Category: CSR - Brands, Products & Services / Brands, Products & Services
Don't Drink and Dive
Agency: Prime - A Weber Shandwick Company / Stockholm + Trygg-Hansa / Stockholm + Folke Film / Stockholm
Client: Trygg-Hansa Category: CSR - Brands, Products & Services / Brands, Products & Services
Task for Toys
Agency: Ogilvy & Mather / Singapore + Hagarth & Ogilvy / Singapore + Make Studio / Singapore
Client: Toy R Us Category: Consumer - Applications & Sites / E-Commerce
Pure Design
Agency: DENTSU INC. / Tokyo + Creative Power Unit / Tokyo
Client: Yoshida Hideo Memorial Foundation_Advertising Museum Tokyo Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Paper Sample Coaster
Agency: DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka
Client: Heiwa Paper Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Flypaper
Agency: FCB / Chicago
Client: Boeing Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Posters of Nakagawa Masashichi Shoten 300th anniversary
Agency: good design company / Tokyo
Client: Nakagawa Masashichi Shoten Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Less Car. More Space.
Agency: Ogilvy & Mather Group HK / Hong Kong
Client: Mercedes-Benz Hong Kong Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
A Parisian Winter Tale
Agency: Scholz & Friends / Berlin
Client: Montblanc Category: Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Award:
2016 Film Merit Award
Agency:
Del Campo Saatchi & Saatchi / Buenos Aires
Client:
Andes Beer
Title:
The Fairest Night of All
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16179M
Award:
2016 Film Merit Award
Agency:
Droga5 / New York + Newcastle / New York + D5 Studios / New York
Client:
Newcastle
Title:
Misconceptions
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16180M
Award:
2016 Film Merit Award
Agency:
FCB / Toronto
Client:
Simmply Macs
Title:
Here's to the Cheap Ones
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16181M
Award:
2016 Film Merit Award
Agency:
HEIMAT / Berlin
Client:
OTTO
Title:
The Letter
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16182M
Award:
2016 Film Merit Award
Agency:
INNOCEAN / Seoul + Planit Production / Seoul + Addict Media Films / Seoul + D.TRIBE / Seoul
Client:
Hyundai Motor Company
Title:
A Message to Space
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16183M
Award:
2016 Film Merit Award
Agency:
iris / London + Frenzy / Paris + Carat / London
Client:
adidas Football
Title:
#therewillbehaters
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16184M
Award:
2016 Film Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
Daimler
Title:
The Uncrashable Toycars
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16185M
Award:
2016 Film Merit Award
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Protonet
Title:
How China Are You?
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16186M
Award:
2016 Film Merit Award
Agency:
Kremaworldwide / Seoul
Client:
LG Electronics
Title:
Men in Black; Colorful Sensation in Black
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16187M
Award:
2016 Film Merit Award
Agency:
Leo Burnett / ?stanbul
Client:
Samsung Electronics Turkey
Title:
Samsung Hearing Hands
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16188M
Award:
2016 Film Merit Award
Agency:
Leo Burnett / Sydney + Rapid VR / Sydney + We Love Jam / Sydney + The Pool Collective / Sydney
Client:
Samsung Australia
Title:
Shark Dive in the Desert
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16189M
Award:
2016 Film Merit Award
Agency:
Leo Burnett France / Saint-Denis + Prodigious / Clichy + Davoli Music / Suresnes
Client:
Samsung
Title:
The Way You Are
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16190M
Award:
2016 Film Merit Award
Agency:
MullenLowe / Winston-Salem
Client:
ULTA Beauty
Title:
First Haircut
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16191M
Award:
2016 Film Merit Award
Agency:
Ogilvy & Mather / London + Tantrum Productions / London
Client:
Unilever
Title:
Dove - A Mother's Body
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16192M
Award:
2016 Film Merit Award
Agency:
Saatchi & Saatchi / Greater China + Saatchi & Saatchi / Del Campo Saatchi & Saatchi
Client:
Changyou Online Game Developer
Title:
Mother
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16193M
Award:
2016 Film Merit Award
Agency:
Saatchi & Saatchi NY / New York + Pulse Films / Los Angeles + Work Editorial / New York + Massive Music / New York
Client:
Procter & Gamble
Title:
Hush Little Baby
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16194M
Award:
2016 Film Merit Award
Agency:
SANTO / Buenos Aires
Client:
Diageo
Title:
Pianist
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16195M
Award:
2016 Film Merit Award
Agency:
TBWA Chiat Day / Los Angeles + Alldayeveryday / Los Angeles + Cut & Run / Los Angeles + Apache / Los Angeles
Client:
The Grammys
Title:
Witness Greatness Compton
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16196M
Award:
2016 Film Merit Award
Agency:
TBWA Chiat Day / Los Angeles + Furlined / Los Angeles + Cut + Run / Los Angeles + Framestore / Los Angeles
Client:
Netflix
Title:
Netflix the Rat
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16197M
Award:
2016 Film Merit Award
Agency:
TBWA\Santiago Mangada Puno / Makati
Client:
Peerless Products Manufacturing Corporation
Title:
Fungus
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16198M
Award:
2016 Film Merit Award
Agency:
The Martin Agency / Richmond + Furlined / New York
Client:
GEICO
Title:
Fast Forward, Hike
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16199M
Award:
2016 Film Merit Award
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Unskippable, Family Long Form
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16200M
Award:
2016 Branded Entertainment Merit Award
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16097M
Award:
2016 Branded Entertainment Merit Award
Agency:
BBDO / New York
Client:
GE
Title:
GE Podcast Theatre presents The Message
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16098M
Award:
2016 Branded Entertainment Merit Award
Agency:
FCB BRASIL / SAO PAULO
Client:
Smiles
Title:
Smiles Trip Book
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16099M
Award:
2016 Branded Entertainment Merit Award
Agency:
FCB BRASIL / SAO PAULO
Client:
BDF Nivea Brasil
Title:
Nivea Doll
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16100M
Award:
2016 Branded Entertainment Merit Award
Agency:
Google Creative Lab / London + Stinkdigital / London
Client:
Google
Title:
Inside Abbey Road
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16101M
Award:
2016 Branded Entertainment Merit Award
Agency:
Leo Burnett Germany / Frankfurt
Client:
Fiat Germany
Title:
The Interactive Parking Billboard
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16102M
Award:
2016 Branded Entertainment Merit Award
Agency:
M&C Saatchi / Sydney + Bang PR / Sydney + Digital Playground / Los Angeles
Client:
Blue Ball Foundation
Title:
Game of Balls
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16103M
Award:
2016 Branded Entertainment Merit Award
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft
Title:
Survival Billboard
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16104M
Award:
2016 Branded Entertainment Merit Award
Agency:
P4 Ogilvy&Mather / Panama
Client:
Medcom
Title:
The Tweeting Pothole
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16105M
Award:
2016 Branded Entertainment Merit Award
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Unskippable
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16106M
Award:
2016 Branded Entertainment Merit Award
Agency:
Uncle Grey / Copenhagen + MediaMonks / Amsterdam
Client:
Canon/Uncle Grey
Title:
Canon Gig App
Category:
Innovation - Innovation in Branded Entertainment / Innovation in Branded Entertainment
Annual ID:
BE16107M
Award:
2016 UX / UI Merit Award
Agency:
FCB BRASIL / SAO PAULO
Client:
Smiles
Title:
Smiles Trip Book
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16061M
Award:
2016 UX / UI Merit Award
Agency:
Leo Burnett Co. Srl / Milan
Client:
Samsung Electronics Italy
Title:
Samsung Smart Playboard
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16062M
Award:
2016 UX / UI Merit Award
Agency:
R/GA / New York + Kinetic / New York
Client:
One Million Metrics
Title:
Kinetic
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16063M
Award:
2016 UX / UI Merit Award
Agency:
R/GA / New York + LISNR / New York
Client:
LISNR
Title:
LISNR
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16064M
Award:
2016 UX / UI Merit Award
Agency:
Saatchi & Saatchi / Auckland
Client:
ASB Bank
Title:
Clever Kash
Category:
Innovation - Mobile / Mobile
Annual ID:
UX16065M
Award:
2016 Public Relations Merit Award
Agency:
BBD Perfect Storm / London
Client:
SKINS
Title:
SKINS Official FIFA Non-Sponsor
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16044M
Award:
2016 Public Relations Merit Award
Agency:
DCX Growth Accelerator / NYC
Client:
Jesse's Deli
Title:
Jesses Priced Out
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16045M
Award:
2016 Public Relations Merit Award
Agency:
LG2 / Montreal + lg2fabrique / Montreal
Client:
Bell
Title:
Bell Let's Talk
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16046M
Award:
2016 Public Relations Merit Award
Agency:
NBS / Rio de Janeiro
Client:
Purina / Quatro Patinhas
Title:
Priceless Pets
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16047M
Award:
2016 Public Relations Merit Award
Agency:
Prime - A Weber Shandwick Company / Stockholm + Trygg-Hansa / Stockholm + Folke Film / Stockholm
Client:
Trygg-Hansa
Title:
Don't Drink and Dive
Category:
CSR - Brands, Products & Services / Brands, Products & Services
Annual ID:
PR16048M
Award:
2016 Mobile Merit Award
Agency:
Ogilvy & Mather / Singapore + Hagarth & Ogilvy / Singapore + Make Studio / Singapore
Client:
Toy R Us
Title:
Task for Toys
Category:
Consumer - Applications & Sites / E-Commerce
Annual ID:
MO16046M
Award:
2016 Design Merit Award
Agency:
DENTSU INC. / Tokyo + Creative Power Unit / Tokyo
Client:
Yoshida Hideo Memorial Foundation_Advertising Museum Tokyo
Title:
Pure Design
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16241M
Award:
2016 Design Merit Award
Agency:
DENTSU INC. / Tokyo + DENTSU KYUSHU INC. / Fukuoka
Client:
Heiwa Paper
Title:
Paper Sample Coaster
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16242M
Award:
2016 Design Merit Award
Agency:
FCB / Chicago
Client:
Boeing
Title:
Flypaper
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16243M
Award:
2016 Design Merit Award
Agency:
good design company / Tokyo
Client:
Nakagawa Masashichi Shoten
Title:
Posters of Nakagawa Masashichi Shoten 300th anniversary
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16244M
Award:
2016 Design Merit Award
Agency:
Ogilvy & Mather Group HK / Hong Kong
Client:
Mercedes-Benz Hong Kong
Title:
Less Car. More Space.
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16245M
Award:
2016 Design Merit Award
Agency:
Scholz & Friends / Berlin
Client:
Montblanc
Title:
A Parisian Winter Tale
Category:
Craft - Printing & Paper Craft - Single or Series / Printing & Paper Craft - Single or Series
Annual ID:
DE16246M