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
Filter
Award
Agency
Client
Title
Category
Annual ID
It's Not Surprising
Agency: The Martin Agency / Richmond + RadicalMedia / New York
Client: GEICO Category: Television / Short Form - Campaign
Unlimited Stories
Agency: Wieden+Kennedy / Portland + PRETTYBIRD / Culver City
Client: Nike Category: Television / Short Form - Campaign
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Craft / Art Direction - Single or Campaign
The News You Should Be Following
Agency: TBWA Hunt Lascaris / Johannesburg
Client: The Times Category: Promotional / Collateral / Posters - Campaign
Loving the night
Agency: TBWA\THAILAND / Bangkok
Client: McDonald's Category: Promotional / Collateral / Posters - Campaign
Tribeca Film ReActor
Agency: J. Walter Thompson / New York
Client: Tribeca Film Institute Category: User Activation
Okayama Destination Campaign
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Co., Ltd. Category: Immersive / Environmental / Indoor Spaces
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Immersive / Environmental / Indoor Spaces
Laughing Horses
Agency: Grabarz & Partner / Hamburg
Client: Volkswagen AG Category: Cinema Advertising
The end of society simulator
Agency: BETC / Paris + BETC Digital / Paris
Client: Ubisoft Category: Gaming
Youland
Agency: Wieden+Kennedy / Portland + MediaMonks / Amsterdam
Client: Old Spice Category: Gaming
The Conscious Crossing
Agency: Clemenger BBDO / Wellington + Flare / Wellington
Client: KiwiRail Category: Innovation in Design / Immersive Design
The Anthem
Agency: Leo Burnett / Sydney + Leo Burnett / Chicago
Client: Samsung Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Question Madness Anthem
Agency: Sid Lee / Montreal + Nonfiction Unlimited / Santa Monica
Client: The North Face Category: Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
NEW ANGLE, NEW WORLD.
Agency: DENTSU INC. / Tokyo + ADBRAIN Inc. / Tokyo + amana inc. / Tokyo
Client: NIHON UNIVERSITY COLLEGE OF ART Category: Promotional / Posters - Series
Honda. Great Journey.
Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client: HONDA MOTOR CO., LTD. Category: Promotional / Posters - Series
Poverty Line Prices
Agency: Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco
Client: Tipping Point Community Category: Promotional / Posters - Series
#Comeclean - Vajingle
Agency: 72andSunny / New York + PRETTYBIRD / Culver City + Final Cut / New York + Method NY / Company 3 / New York
Client: Seventh Generation Category: Online Films & Video / Short Form - Single
Crushed, Bagpipes
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Online Films & Video / Short Form - Single
Crushed, Grocery
Agency: The Martin Agency / Richmond + Park Pictures / New York
Client: GEICO Category: Online Films & Video / Short Form - Single
Unfairy Tales
Agency: 180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris
Client: UNICEF Category: Online / Short Form - Campaign
Spanish Lessons
Agency: ALMA DDB. / Miami
Client: Netflix - Narcos Category: Online / Short Form - Campaign
Pixel Live Wallpapers
Agency: B-Reel / Los Angeles
Client: Google Category: Innovation in Design / Digital Design
South African National Blood Services CI
Agency: mullen lowe / Johannesburg
Client: South African National Blood Services Category: Branding / Identity System
Sweet Dreams
Agency: Impact BBDO / Dubai
Client: Johnson & Johnson Category: Broadcast / Any Length - Single
Shakin' Shakin'
Agency: Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa
Client: KFC Category: Innovation in Film / Online
Poverty Line Prices
Agency: Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco
Client: Tipping Point Community Category: Typography / Static
Soweto Gold '76
Agency: OpenCo - The Open Collaboration / Johannesburg
Client: Soweto Gold Category: Typography / Static
Buster The Boxer
Agency: adam&eveDDB / London + Blink Productions / London + Manning Gotlieb OMD / London + Leland Music / London
Client: John Lewis Category: Television / Long Form - Single
Laughing Horses
Agency: Grabarz & Partner / Hamburg
Client: Volkswagen AG Category: Television / Long Form - Single
Unlimited You
Agency: Wieden+Kennedy / Portland + PRETTYBIRD / Culver City
Client: Nike Category: Television / Long Form - Single
Project Bloks
Agency: Google Creative Lab / London + Ideo / Palo Alto, California + OLogic Inc. / Sunnyvale, California + RRD Labs / London
Client: Google Category: Cross-Channel / Digital / Physical Cross-Channel
Switch it off.
Agency: Ogilvy / Germany
Client: Amnesty International Category: Craft / Photography - Single or Campaign
The Everyman Meal
Agency: Ogilvy & Mather / Johannesburg
Client: KFC Category: Broadcast / Any Length - Campaign
You Should Have Called
Agency: Ogilvy & Mather / Johannesburg
Client: Vodacom Category: Broadcast / Any Length - Campaign
Marked by Bravery
Agency: OpenCo - The Open Collaboration / Johannesburg
Client: Soweto Gold Category: Packaging / Specialty
Unacceptable Acceptance Letters
Agency: Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / San Francisco
Client: The Hunting Ground C/O Chain Camera Pictures Category: Under 100K Budget
EITB - Embarazados
Agency: The Cyranos // McCann / Barcelona + Primo / Madrid + Idea Sonora / Barcelona
Client: EITB - Euskal Irrati Telebista: Sin Ir Más Lejos Category: Under 100K Budget
Alien
Agency: adam&eveDDB / London + Mediacom / London + Somesuch / London + Final Cut / London
Client: Volkswagen Category: Craft - Visual Effects / Visual Effects - Single
The Piccards
Agency: Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London
Client: Moët Hennessy USA Category: Craft - Visual Effects / Visual Effects - Single
Tiger In Suburbia
Agency: J. Walter Thompson / London
Client: WWF Category: Craft - Visual Effects / Visual Effects - Single
TacoBot
Agency: Deutsch / Los Angeles
Client: Taco Bell Category: Innovation in Interactive / Online
Girl Emojis
Agency: Leo Burnett / Chicago
Client: Procter & Gamble Category: Integrated Branding / Integrated Online
Reword
Agency: Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client: Headspace Category: Integrated Branding / Integrated Online
Loving the night 1
Agency: TBWA\THAILAND / Bangkok
Client: McDonald's Category: Publishing / Magazine - Single
The Breathalyzer Bag
Agency: Goodby Silverstein & Partners / San Francisco + Anonymous Content / Los Angeles + Stitch / Santa Monica + Lime Studios / Santa Monica
Client: Tostitos Category: Integrated Campaign
Drought Pack
Agency: Joe Public United / Johannesburg
Client: Clover Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Sugar Detox
Agency: Marcel / Paris
Client: Intermarché Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
One-Drop Bottle
Agency: TBWA\RAAD / Dubai
Client: Pril Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Target Creates First Ever Live Music Video with Gwen Stefani
Agency: Deutsch / Los Angeles + Wondros / Los Angeles
Client: Target Category: Broadcast / Short Form - Single
Award:
2017 Film Bronze Pencil
Agency:
The Martin Agency / Richmond + RadicalMedia / New York
Client:
GEICO
Title:
It's Not Surprising
Category:
Television / Short Form - Campaign
Annual ID:
OS_FI17008B
Award:
2017 Film Bronze Pencil
Agency:
Wieden+Kennedy / Portland + PRETTYBIRD / Culver City
Client:
Nike
Title:
Unlimited Stories
Category:
Television / Short Form - Campaign
Annual ID:
OS_FI17009B
Award:
2017 Direct Marketing Bronze Pencil
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17032B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
TBWA Hunt Lascaris / Johannesburg
Client:
The Times
Title:
The News You Should Be Following
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO17016B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
TBWA\THAILAND / Bangkok
Client:
McDonald's
Title:
Loving the night
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO17017B
Award:
2017 Responsive Environments Bronze Pencil
Agency:
J. Walter Thompson / New York
Client:
Tribeca Film Institute
Title:
Tribeca Film ReActor
Category:
User Activation
Annual ID:
OS_RE17004B
Award:
2017 Design Bronze Pencil
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi Co., Ltd.
Title:
Okayama Destination Campaign
Category:
Immersive / Environmental / Indoor Spaces
Annual ID:
OS_DE17053B
Award:
2017 Design Bronze Pencil
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Immersive / Environmental / Indoor Spaces
Annual ID:
OS_DE17054B
Award:
2017 Film Bronze Pencil
Agency:
Grabarz & Partner / Hamburg
Client:
Volkswagen AG
Title:
Laughing Horses
Category:
Cinema Advertising
Annual ID:
OS_FI17024B
Award:
2017 Interactive Bronze Pencil
Agency:
BETC / Paris + BETC Digital / Paris
Client:
Ubisoft
Title:
The end of society simulator
Category:
Gaming
Annual ID:
OS_IN17019B
Award:
2017 Interactive Bronze Pencil
Agency:
Wieden+Kennedy / Portland + MediaMonks / Amsterdam
Client:
Old Spice
Title:
Youland
Category:
Gaming
Annual ID:
OS_IN17020B
Award:
2017 Design Bronze Pencil
Agency:
Clemenger BBDO / Wellington + Flare / Wellington
Client:
KiwiRail
Title:
The Conscious Crossing
Category:
Innovation in Design / Immersive Design
Annual ID:
OS_DE17090B
Award:
2017 Moving Image Craft Bronze Pencil
Agency:
Leo Burnett / Sydney + Leo Burnett / Chicago
Client:
Samsung
Title:
The Anthem
Category:
Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Annual ID:
OS_MI17037B
Award:
2017 Moving Image Craft Bronze Pencil
Agency:
Sid Lee / Montreal + Nonfiction Unlimited / Santa Monica
Client:
The North Face
Title:
Question Madness Anthem
Category:
Craft - Use of Licensed / Adapted Music / Use of Licensed / Adapted Music - Single
Annual ID:
OS_MI17038B
Award:
2017 Design Bronze Pencil
Agency:
DENTSU INC. / Tokyo + ADBRAIN Inc. / Tokyo + amana inc. / Tokyo
Client:
NIHON UNIVERSITY COLLEGE OF ART
Title:
NEW ANGLE, NEW WORLD.
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17034B
Award:
2017 Design Bronze Pencil
Agency:
DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client:
HONDA MOTOR CO., LTD.
Title:
Honda. Great Journey.
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17035B
Award:
2017 Design Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco
Client:
Tipping Point Community
Title:
Poverty Line Prices
Category:
Promotional / Posters - Series
Annual ID:
OS_DE17036B
Award:
2017 Film Bronze Pencil
Agency:
72andSunny / New York + PRETTYBIRD / Culver City + Final Cut / New York + Method NY / Company 3 / New York
Client:
Seventh Generation
Title:
#Comeclean - Vajingle
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17032B
Award:
2017 Film Bronze Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed, Bagpipes
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17033B
Award:
2017 Film Bronze Pencil
Agency:
The Martin Agency / Richmond + Park Pictures / New York
Client:
GEICO
Title:
Crushed, Grocery
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI17034B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
180LA / Santa Monica + House of Colors / Los Angeles + Consulado / Sao Paulo + Bubba's Chop Shop, Gilles + Cecilie Studio / Paris
Client:
UNICEF
Title:
Unfairy Tales
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17011B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Online / Short Form - Campaign
Annual ID:
OS_BE17012B
Award:
2017 Design Bronze Pencil
Agency:
B-Reel / Los Angeles
Client:
Google
Title:
Pixel Live Wallpapers
Category:
Innovation in Design / Digital Design
Annual ID:
OS_DE17088B
Award:
2017 Design Bronze Pencil
Agency:
mullen lowe / Johannesburg
Client:
South African National Blood Services
Title:
South African National Blood Services CI
Category:
Branding / Identity System
Annual ID:
OS_DE17003B
Award:
2017 Radio Bronze Pencil
Agency:
Impact BBDO / Dubai
Client:
Johnson & Johnson
Title:
Sweet Dreams
Category:
Broadcast / Any Length - Single
Annual ID:
OS_RA17002B
Award:
2017 Film Bronze Pencil
Agency:
Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa
Client:
KFC
Title:
Shakin' Shakin'
Category:
Innovation in Film / Online
Annual ID:
OS_FI17050B
Award:
2017 Design Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Goodby Silverstein & Partners / eLevel / San Francisco
Client:
Tipping Point Community
Title:
Poverty Line Prices
Category:
Typography / Static
Annual ID:
OS_DE17022B
Award:
2017 Design Bronze Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg
Client:
Soweto Gold
Title:
Soweto Gold '76
Category:
Typography / Static
Annual ID:
OS_DE17023B
Award:
2017 Film Bronze Pencil
Agency:
adam&eveDDB / London + Blink Productions / London + Manning Gotlieb OMD / London + Leland Music / London
Client:
John Lewis
Title:
Buster The Boxer
Category:
Television / Long Form - Single
Annual ID:
OS_FI17016B
Award:
2017 Film Bronze Pencil
Agency:
Grabarz & Partner / Hamburg
Client:
Volkswagen AG
Title:
Laughing Horses
Category:
Television / Long Form - Single
Annual ID:
OS_FI17017B
Award:
2017 Film Bronze Pencil
Agency:
Wieden+Kennedy / Portland + PRETTYBIRD / Culver City
Client:
Nike
Title:
Unlimited You
Category:
Television / Long Form - Single
Annual ID:
OS_FI17018B
Award:
2017 UX / UI Bronze Pencil
Agency:
Google Creative Lab / London + Ideo / Palo Alto, California + OLogic Inc. / Sunnyvale, California + RRD Labs / London
Client:
Google
Title:
Project Bloks
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX17014B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
Ogilvy / Germany
Client:
Amnesty International
Title:
Switch it off.
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO17052B
Award:
2017 Radio Bronze Pencil
Agency:
Ogilvy & Mather / Johannesburg
Client:
KFC
Title:
The Everyman Meal
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA17004B
Award:
2017 Radio Bronze Pencil
Agency:
Ogilvy & Mather / Johannesburg
Client:
Vodacom
Title:
You Should Have Called
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA17005B
Award:
2017 Design Bronze Pencil
Agency:
OpenCo - The Open Collaboration / Johannesburg
Client:
Soweto Gold
Title:
Marked by Bravery
Category:
Packaging / Specialty
Annual ID:
OS_DE17045B
Award:
2017 Film Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / San Francisco
Client:
The Hunting Ground C/O Chain Camera Pictures
Title:
Unacceptable Acceptance Letters
Category:
Under 100K Budget
Annual ID:
OS_FI17043B
Award:
2017 Film Bronze Pencil
Agency:
The Cyranos // McCann / Barcelona + Primo / Madrid + Idea Sonora / Barcelona
Client:
EITB - Euskal Irrati Telebista: Sin Ir Más Lejos
Title:
EITB - Embarazados
Category:
Under 100K Budget
Annual ID:
OS_FI17044B
Award:
2017 Moving Image Craft Bronze Pencil
Agency:
adam&eveDDB / London + Mediacom / London + Somesuch / London + Final Cut / London
Client:
Volkswagen
Title:
Alien
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17024B
Award:
2017 Moving Image Craft Bronze Pencil
Agency:
Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London
Client:
Moët Hennessy USA
Title:
The Piccards
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17025B
Award:
2017 Moving Image Craft Bronze Pencil
Agency:
J. Walter Thompson / London
Client:
WWF
Title:
Tiger In Suburbia
Category:
Craft - Visual Effects / Visual Effects - Single
Annual ID:
OS_MI17026B
Award:
2017 Interactive Bronze Pencil
Agency:
Deutsch / Los Angeles
Client:
Taco Bell
Title:
TacoBot
Category:
Innovation in Interactive / Online
Annual ID:
OS_IN17030B
Award:
2017 Cross-Platform Bronze Pencil
Agency:
Leo Burnett / Chicago
Client:
Procter & Gamble
Title:
Girl Emojis
Category:
Integrated Branding / Integrated Online
Annual ID:
OS_CP17018B
Award:
2017 Cross-Platform Bronze Pencil
Agency:
Leo Burnett / Melbourne + Studio Pancho / Melbourne
Client:
Headspace
Title:
Reword
Category:
Integrated Branding / Integrated Online
Annual ID:
OS_CP17019B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
TBWA\THAILAND / Bangkok
Client:
McDonald's
Title:
Loving the night 1
Category:
Publishing / Magazine - Single
Annual ID:
OS_PO17004B
Award:
2017 Public Relations Bronze Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Anonymous Content / Los Angeles + Stitch / Santa Monica + Lime Studios / Santa Monica
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Integrated Campaign
Annual ID:
OS_PR17027B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
Joe Public United / Johannesburg
Client:
Clover
Title:
Drought Pack
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Annual ID:
OS_PO17025B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
Marcel / Paris
Client:
Intermarché
Title:
Sugar Detox
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Annual ID:
OS_PO17026B
Award:
2017 Print & Outdoor Bronze Pencil
Agency:
TBWA\RAAD / Dubai
Client:
Pril
Title:
One-Drop Bottle
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Single
Annual ID:
OS_PO17027B
Award:
2017 Branded Entertainment Bronze Pencil
Agency:
Deutsch / Los Angeles + Wondros / Los Angeles
Client:
Target
Title:
Target Creates First Ever Live Music Video with Gwen Stefani
Category:
Broadcast / Short Form - Single
Annual ID:
OS_BE17001B