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
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
Inferno
Agency: Jung von Matt AG / Vienna + Salon Alpin / Vienna
Client: Falter Newspaper Category: Craft - Animation - Single or Series / Animation - Single or Series
Great Thinking Inside
Agency: RPA / Santa Monica + Nexus / London, UK + Time Based Arts / London, UK + Squeak E Clean Productions / Los Angeles
Client: American Honda Motor Category: Craft - Animation - Single or Series / Animation - Single or Series
The Color Eater | Adobe Creative Cloud?s Philosophy Video
Agency: Tokyu Agency / TOTB / Tokyo + kaibutsu / Tokyo + Spoon. / Tokyo
Client: Adobe Systems Category: Craft - Animation - Single or Series / Animation - Single or Series
Lily & the Snowman
Agency: Zulu Alpha Kilo / Toronto
Client: Cineplex Category: Craft - Animation - Single or Series / Animation - Single or Series
Miserable in Puerto Rico
Agency: J. Walter Thompson Puerto Rico / San Juan
Client: Puerto Rico Tourism Company Category: Consumer - Other Branded Content / User Generated Content
I'm News
Agency: Grupo W / Saltillo + Digital Invaders / Saltillo
Client: Vanguardia Category: Consumer - Print / Data-Driven Personalization
The Last Shot
Agency: AKQA / San Francisco + LOS YORK / Los Angeles
Client: Jordan Brand Category: Innovation - Advertising / Advertising
Switcheroo
Agency: BBDO / New York
Client: Mars Chocolate North America / Snickers Category: Innovation - Advertising / Advertising
GE Podcast Theatre presents The Message
Agency: BBDO / New York
Client: GE Category: Innovation - Advertising / Advertising
Life Unpaused
Agency: Cossette / Toronto
Client: SickKids Foundation Category: Innovation - Advertising / Advertising
Taco Emoji Engine
Agency: Deutsch / Los Angeles
Client: Taco Bell Category: Innovation - Advertising / Advertising
Unleash Your Rrrr
Agency: Deutsch / Los Angeles
Client: Volkswagen Category: Innovation - Advertising / Advertising
Tiger Challenge
Agency: Hungry Boys / Moscow
Client: WWF Russia Category: Innovation - Advertising / Advertising
Museum of Feelings
Agency: Ogilvy & Mather / Chicago + Radical Media / New York
Client: Glade Category: Innovation - Advertising / Advertising
Vintage Label Series
Agency: 72andSunny NL / Amsterdam
Client: Carlsberg Category: Consumer - Package Design / Single or Series
Capo Capo Aperitivo
Agency: Concrete Design Communications / Toronto
Client: Capo Capo Category: Consumer - Package Design / Single or Series
Magouemon
Agency: cosmos / Tokyo
Client: Magouemon Category: Consumer - Package Design / Single or Series
Chiyonokame
Agency: cosmos / Tokyo
Client: Chiyonokame-Shuzo Category: Consumer - Package Design / Single or Series
TEA TIME STORIES
Agency: HAKUHODO Inc. / Tokyo
Client: em-company Category: Consumer - Package Design / Single or Series
Brooks Cider
Agency: Hall / Oakland
Client: Brooks Cider Category: Consumer - Package Design / Single or Series
Ichimaru Soy Sauce
Agency: J inc. / TOKYO + ENJIN inc. / TOKYO
Client: Marusan Foods Category: Consumer - Package Design / Single or Series
Budweiser Redesign
Agency: Jones Knowles Ritchie / New York
Client: Budweiser Category: Consumer - Package Design / Single or Series
KNOCK for B_t Vodka
Agency: KNOCK, inc / Minneapolis
Client: B_t Vodka Category: Consumer - Package Design / Single or Series
Hi Milk
Agency: L3 Branding Experience Design Center / Beijing
Client: Inner Mongolia Mengniu Dairy Category: Consumer - Package Design / Single or Series
The Dumbbell Headphone Packaging
Agency: Scholz & Friends / Berlin
Client: Panasonic Category: Consumer - Package Design / Single or Series
Instant Noodle Novels
Agency: Serviceplan / Munich
Client: Bernbacher Category: Consumer - Package Design / Single or Series
JW Theaterproductions
Agency: J. Walter Thompson / Amsterdam
Client: J. Walter Thompson Amsterdam Category: Consumer - Online Films & Video / Self-Promotion - Single
The Skippable Wishes
Agency: Marcel / Paris
Client: Publicis Groupe Category: Consumer - Online Films & Video / Self-Promotion - Single
The Blank Video Project
Agency: Solve / Minneapolis
Client: Solve Category: Consumer - Online Films & Video / Self-Promotion - Single
Don't Drink and Dive
Agency: Trygg-Hansa / Stockholm + Prime - A Weber Shandwick Company / Stockholm + Folke Film / Stockholm
Client: Trygg-Hansa Category: CSR - Corporate Communications / Corporate Communications
Seen_Smog
Agency: Chen Chun-Wei / Kaohsiung City
Client: CHEN CHUN-WEI Category: CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Green Newspaper
Agency: DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + AMANA INC. / Tokyo
Client: The Mainichi Newspapers Category: CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Volvo LifePaint
Agency: Grey / London + Albedo100 / Malmö
Client: Volvo Car UK Category: CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
The Violent Coasters
Agency: Ogilvy & Mather Japan GK / Tokyo
Client: Yaocho Bar Category: CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
A Smile changes everything
Agency: Conill / Miami / Los Angeles
Client: Crest Category: Consumer - Newspaper / Full Page or Spread - Campaign
Feel Free
Agency: CONTRAPUNTO BBDO / MADRID
Client: Mercedes-Benz Category: Consumer - Newspaper / Full Page or Spread - Campaign
Read Better Stories
Agency: FCB New Zealand / Auckland
Client: Paper Plus Group Category: Consumer - Newspaper / Full Page or Spread - Campaign
Honda Voice Recognition GPS
Agency: Impact & Echo BBDO / Kuwait
Client: Alghanim Motors - Honda Category: Consumer - Newspaper / Full Page or Spread - Campaign
Smart for Two
Agency: Jung von Matt AG / Vienna
Client: Mercedes-Benz Austria Category: Consumer - Newspaper / Full Page or Spread - Campaign
Flying Elephants, Swinging Porcupines, Siamese Rockers
Agency: M&C Saatchi (M) Sdn Bhd / Kuala Lumpur
Client: Boh Plantations Category: Consumer - Newspaper / Full Page or Spread - Campaign
The CMYK Campaign
Agency: Ogilvy & Mather / Bogotá
Client: Ecofill Ink Cartridges Category: Consumer - Newspaper / Full Page or Spread - Campaign
CoDriver
Agency: Isobar / Melbourne
Client: General Motors Category: Consumer - Immersive / Trade Shows
Tmall Chinese Academy
Agency: Anomaly / Shanghai
Client: Tmall Category: Consumer - Websites / Services
16 Years Fly By
Agency: OgilvyOne / Madrid + ATTIC Films / Madrid
Client: ING DIRECT Category: Consumer - Websites / Services
4 Zone
Agency: AlmapBBDO / São Paulo
Client: Volkswagen do Brasil Category: Consumer - Magazine / Full Page or Spread - Campaign
Weekdays
Agency: BBDO / Bangkok + MONTAGE STUDIO / Bangkok
Client: Air Asia Category: Consumer - Magazine / Full Page or Spread - Campaign
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
Award:
2016 Direct Merit Award
Agency:
Special / Auckland
Client:
Smirnoff
Title:
Instagram Your Fridge
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16072M
Award:
2016 Design Merit Award
Agency:
Jung von Matt AG / Vienna + Salon Alpin / Vienna
Client:
Falter Newspaper
Title:
Inferno
Category:
Craft - Animation - Single or Series / Animation - Single or Series
Annual ID:
DE16267M
Award:
2016 Design Merit Award
Agency:
RPA / Santa Monica + Nexus / London, UK + Time Based Arts / London, UK + Squeak E Clean Productions / Los Angeles
Client:
American Honda Motor
Title:
Great Thinking Inside
Category:
Craft - Animation - Single or Series / Animation - Single or Series
Annual ID:
DE16268M
Award:
2016 Design Merit Award
Agency:
Tokyu Agency / TOTB / Tokyo + kaibutsu / Tokyo + Spoon. / Tokyo
Client:
Adobe Systems
Title:
The Color Eater | Adobe Creative Cloud?s Philosophy Video
Category:
Craft - Animation - Single or Series / Animation - Single or Series
Annual ID:
DE16269M
Award:
2016 Design Merit Award
Agency:
Zulu Alpha Kilo / Toronto
Client:
Cineplex
Title:
Lily & the Snowman
Category:
Craft - Animation - Single or Series / Animation - Single or Series
Annual ID:
DE16270M
Award:
2016 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan
Client:
Puerto Rico Tourism Company
Title:
Miserable in Puerto Rico
Category:
Consumer - Other Branded Content / User Generated Content
Annual ID:
BE16083M
Award:
2016 Direct Merit Award
Agency:
Grupo W / Saltillo + Digital Invaders / Saltillo
Client:
Vanguardia
Title:
I'm News
Category:
Consumer - Print / Data-Driven Personalization
Annual ID:
DI16050M
Award:
2016 Interactive Merit Award
Agency:
AKQA / San Francisco + LOS YORK / Los Angeles
Client:
Jordan Brand
Title:
The Last Shot
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16101M
Award:
2016 Interactive Merit Award
Agency:
BBDO / New York
Client:
Mars Chocolate North America / Snickers
Title:
Switcheroo
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16102M
Award:
2016 Interactive Merit Award
Agency:
BBDO / New York
Client:
GE
Title:
GE Podcast Theatre presents The Message
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16103M
Award:
2016 Interactive Merit Award
Agency:
Cossette / Toronto
Client:
SickKids Foundation
Title:
Life Unpaused
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16104M
Award:
2016 Interactive Merit Award
Agency:
Deutsch / Los Angeles
Client:
Taco Bell
Title:
Taco Emoji Engine
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16105M
Award:
2016 Interactive Merit Award
Agency:
Deutsch / Los Angeles
Client:
Volkswagen
Title:
Unleash Your Rrrr
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16106M
Award:
2016 Interactive Merit Award
Agency:
Hungry Boys / Moscow
Client:
WWF Russia
Title:
Tiger Challenge
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16107M
Award:
2016 Interactive Merit Award
Agency:
Ogilvy & Mather / Chicago + Radical Media / New York
Client:
Glade
Title:
Museum of Feelings
Category:
Innovation - Advertising / Advertising
Annual ID:
IN16108M
Award:
2016 Design Merit Award
Agency:
72andSunny NL / Amsterdam
Client:
Carlsberg
Title:
Vintage Label Series
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16147M
Award:
2016 Design Merit Award
Agency:
Concrete Design Communications / Toronto
Client:
Capo Capo
Title:
Capo Capo Aperitivo
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16148M
Award:
2016 Design Merit Award
Agency:
cosmos / Tokyo
Client:
Magouemon
Title:
Magouemon
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16149M
Award:
2016 Design Merit Award
Agency:
cosmos / Tokyo
Client:
Chiyonokame-Shuzo
Title:
Chiyonokame
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16150M
Award:
2016 Design Merit Award
Agency:
HAKUHODO Inc. / Tokyo
Client:
em-company
Title:
TEA TIME STORIES
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16151M
Award:
2016 Design Merit Award
Agency:
Hall / Oakland
Client:
Brooks Cider
Title:
Brooks Cider
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16152M
Award:
2016 Design Merit Award
Agency:
J inc. / TOKYO + ENJIN inc. / TOKYO
Client:
Marusan Foods
Title:
Ichimaru Soy Sauce
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16153M
Award:
2016 Design Merit Award
Agency:
Jones Knowles Ritchie / New York
Client:
Budweiser
Title:
Budweiser Redesign
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16154M
Award:
2016 Design Merit Award
Agency:
KNOCK, inc / Minneapolis
Client:
B_t Vodka
Title:
KNOCK for B_t Vodka
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16155M
Award:
2016 Design Merit Award
Agency:
L3 Branding Experience Design Center / Beijing
Client:
Inner Mongolia Mengniu Dairy
Title:
Hi Milk
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16156M
Award:
2016 Design Merit Award
Agency:
Scholz & Friends / Berlin
Client:
Panasonic
Title:
The Dumbbell Headphone Packaging
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16157M
Award:
2016 Design Merit Award
Agency:
Serviceplan / Munich
Client:
Bernbacher
Title:
Instant Noodle Novels
Category:
Consumer - Package Design / Single or Series
Annual ID:
DE16158M
Award:
2016 Film Merit Award
Agency:
J. Walter Thompson / Amsterdam
Client:
J. Walter Thompson Amsterdam
Title:
JW Theaterproductions
Category:
Consumer - Online Films & Video / Self-Promotion - Single
Annual ID:
FI16209M
Award:
2016 Film Merit Award
Agency:
Marcel / Paris
Client:
Publicis Groupe
Title:
The Skippable Wishes
Category:
Consumer - Online Films & Video / Self-Promotion - Single
Annual ID:
FI16210M
Award:
2016 Film Merit Award
Agency:
Solve / Minneapolis
Client:
Solve
Title:
The Blank Video Project
Category:
Consumer - Online Films & Video / Self-Promotion - Single
Annual ID:
FI16211M
Award:
2016 Public Relations Merit Award
Agency:
Trygg-Hansa / Stockholm + Prime - A Weber Shandwick Company / Stockholm + Folke Film / Stockholm
Client:
Trygg-Hansa
Title:
Don't Drink and Dive
Category:
CSR - Corporate Communications / Corporate Communications
Annual ID:
PR16049M
Award:
2016 Design Merit Award
Agency:
Chen Chun-Wei / Kaohsiung City
Client:
CHEN CHUN-WEI
Title:
Seen_Smog
Category:
CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID:
DE16182M
Award:
2016 Design Merit Award
Agency:
DENTSU INC. / Tokyo + DENTSU TEC INC. / Tokyo + AMANA INC. / Tokyo
Client:
The Mainichi Newspapers
Title:
Green Newspaper
Category:
CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID:
DE16183M
Award:
2016 Design Merit Award
Agency:
Grey / London + Albedo100 / Malmö
Client:
Volvo Car UK
Title:
Volvo LifePaint
Category:
CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID:
DE16184M
Award:
2016 Design Merit Award
Agency:
Ogilvy & Mather Japan GK / Tokyo
Client:
Yaocho Bar
Title:
The Violent Coasters
Category:
CSR - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID:
DE16185M
Award:
2016 Print & Outdoor Merit Award
Agency:
Conill / Miami / Los Angeles
Client:
Crest
Title:
A Smile changes everything
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16080M
Award:
2016 Print & Outdoor Merit Award
Agency:
CONTRAPUNTO BBDO / MADRID
Client:
Mercedes-Benz
Title:
Feel Free
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16081M
Award:
2016 Print & Outdoor Merit Award
Agency:
FCB New Zealand / Auckland
Client:
Paper Plus Group
Title:
Read Better Stories
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16082M
Award:
2016 Print & Outdoor Merit Award
Agency:
Impact & Echo BBDO / Kuwait
Client:
Alghanim Motors - Honda
Title:
Honda Voice Recognition GPS
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16083M
Award:
2016 Print & Outdoor Merit Award
Agency:
Jung von Matt AG / Vienna
Client:
Mercedes-Benz Austria
Title:
Smart for Two
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16084M
Award:
2016 Print & Outdoor Merit Award
Agency:
M&C Saatchi (M) Sdn Bhd / Kuala Lumpur
Client:
Boh Plantations
Title:
Flying Elephants, Swinging Porcupines, Siamese Rockers
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16085M
Award:
2016 Print & Outdoor Merit Award
Agency:
Ogilvy & Mather / Bogotá
Client:
Ecofill Ink Cartridges
Title:
The CMYK Campaign
Category:
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID:
PO16086M
Award:
2016 Responsive Environments Merit Award
Agency:
Isobar / Melbourne
Client:
General Motors
Title:
CoDriver
Category:
Consumer - Immersive / Trade Shows
Annual ID:
RE16014M
Award:
2016 Interactive Merit Award
Agency:
Anomaly / Shanghai
Client:
Tmall
Title:
Tmall Chinese Academy
Category:
Consumer - Websites / Services
Annual ID:
IN16048M
Award:
2016 Interactive Merit Award
Agency:
OgilvyOne / Madrid + ATTIC Films / Madrid
Client:
ING DIRECT
Title:
16 Years Fly By
Category:
Consumer - Websites / Services
Annual ID:
IN16049M
Award:
2016 Print & Outdoor Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Volkswagen do Brasil
Title:
4 Zone
Category:
Consumer - Magazine / Full Page or Spread - Campaign
Annual ID:
PO16098M
Award:
2016 Print & Outdoor Merit Award
Agency:
BBDO / Bangkok + MONTAGE STUDIO / Bangkok
Client:
Air Asia
Title:
Weekdays
Category:
Consumer - Magazine / Full Page or Spread - Campaign
Annual ID:
PO16099M