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 Breathalyzer Bag
Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client: Tostitos Category: Innovation in Branded Entertainment
The Lady Gaga + Intel Experience
Agency: Intel Agency Inside / Santa Clara + PRETTYBIRD / Culver City + Greenlight / Hollywood + OMD / Worldwide
Client: Intel Category: Innovation in Branded Entertainment
The Next Rembrandt
Agency: J. Walter Thompson / Amsterdam
Client: ING Nederland Category: Innovation in Branded Entertainment
Van Gogh BnB
Agency: Leo Burnett / Chicago
Client: Art Institute of Chicago Category: Innovation in Branded Entertainment
#HolidaysOnDemand
Agency: Les Gaulois / PUTEAUX + HRCLS (Hercules) / PUTEAUX
Client: TRANSAVIA Category: Innovation in Branded Entertainment
The One Moment
Agency: Ogilvy & Mather / Chicago
Client: Morton Salt Category: Innovation in Branded Entertainment
Amateur Replay
Agency: Ogilvy & Mather / Singapore
Client: Allianz Category: Innovation in Branded Entertainment
The Cognitive Dress
Agency: Ogilvy / New York
Client: IBM Category: Innovation in Branded Entertainment
Serena Williams' Match Point | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Innovation in Branded Entertainment
McTrax
Agency: TBWA\NEBOKO / Amsterdam
Client: McDonald's Category: Innovation in Branded Entertainment
Qantas Out of Office Travelogue
Agency: The Monkeys / Sydney + Qantas / Sydney
Client: Qantas Category: Innovation in Branded Entertainment
Life is electric
Agency: DENTSU INC. / Tokyo
Client: Panasonic Corporation Category: Promotional / Collateral / Promotional Items - Single or Campaign
The Slave Calendar
Agency: Geometry Global / Cape Town + Ogilvy & Mather / Cape Town
Client: Iziko Museums of South Africa Category: Promotional / Collateral / Promotional Items - Single or Campaign
SOBA ALLERGY TATTOO CHECKER
Agency: J. Walter Thompson Japan / Tokyo
Client: DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE Category: Promotional / Collateral / Promotional Items - Single or Campaign
THE DANCING LETTERS
Agency: McCann Worldgroup India / Mumbai
Client: MAHARASHTRA DYSLEXIA ASSOCIATION Category: Promotional / Collateral / Promotional Items - Single or Campaign
The Refugee Nation
Agency: Ogilvy / New York
Client: Amnesty International Category: Promotional / Collateral / Promotional Items - Single or Campaign
INO-V8
Agency: i.d.e.a. / San Diego + The Character Shop / Simi Valley
Client: Innovation Alliance Category: Use of Technology / Integration with Social Platforms
Zombie Christmas: The Real-World Trailer
Agency: McCann / London + Momentum Worldwide / London
Client: Microsoft / Xbox Category: Use of Technology / Integration with Social Platforms
Tackle Homelessness
Agency: Boys and Girls / Dublin + Mediavest / Dublin
Client: Three Ireland Category: Ambient / Non-Broadcast Video
Stop the Hunger
Agency: Impact BBDO / Dubai
Client: Mars Category: Online Advertising / Interactive Video
Shakin' Shakin'
Agency: Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa
Client: KFC Category: Online Advertising / Interactive Video
The Toycracker: A Mini-Musical Spectacular
Agency: 72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client: Target Category: Broadcast / Long Form - Single
Stride Gum Presents Heaven Sent
Agency: Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client: Mondelēz International / Stride Gum Category: Broadcast / Long Form - Single
38 Years Later
Agency: J. Walter Thompson Puerto Rico / San Juan, PR
Client: Triple S Category: Broadcast / Long Form - Single
Wrigley - Classics Last Longer
Agency: BBDO GmbH / Duesseldorf
Client: Wrigley GmbH Category: Craft / Illustration - Single or Campaign
Honda. Great Journey.-Travel sticker scrapbook
Agency: DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client: HONDA MOTOR CO., LTD. Category: Craft / Illustration - Single or Campaign
Shower Battle
Agency: J. Walter Thompson / Shanghai
Client: SAKURA Category: Craft / Illustration - Single or Campaign
Roller Coaster
Agency: La Comunidad / Buenos Aires
Client: Ferrero Rocher Argentina Category: Craft / Illustration - Single or Campaign
You Eat. They Eat.
Agency: Ogilvy & Mather India / Gurgaon
Client: Yum Restaurant Marketing Pvt. Ltd. Category: Craft / Illustration - Single or Campaign
Doors Of Thrones
Agency: Publicis / London
Client: Tourism Ireland Category: Craft / Illustration - Single or Campaign
Animals
Agency: TBWA\Chiat\Day / NY + TBWA\ / London
Client: Airbnb Category: Craft / Illustration - Single or Campaign
The end of society simulator
Agency: BETC / Paris + BETC Digital / Paris
Client: Ubisoft Category: Craft / Dynamic Data Visualization
brainBAND
Agency: Leo Burnett / Sydney
Client: Samsung Australia Category: Craft / Dynamic Data Visualization
The annual report that feeds the hungry
Agency: Hero Strategic Marketing / Cape Town
Client: FoodBank SA (now known as FoodForward SA) Category: Branding / Annual Reports & Corporate Sustainability Reports
AIGA
Agency: Mother Design / New York + Mother / New York
Client: AIGA Category: Motion Graphics / Series
Prison of the Head
Agency: The Nine / Shanghai
Client: Amnesty International Category: Motion Graphics / Series
Singtel Data ExStream
Agency: Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore
Client: Singtel Category: Use of Technology
#BallersIntroContest
Agency: 360i / New York
Client: HBO Category: Social Engagement / User-Generated Content
Premmie Proud
Agency: BWM Dentsu / Sydney
Client: BabyLove Category: Social Engagement / User-Generated Content
Snap King
Agency: DAVID / Buenos Aires
Client: Burger King® Category: Social Engagement / User-Generated Content
Design your time
Agency: Leo Burnett Germany / Frankfurt
Client: Samsung Category: Social Engagement / User-Generated Content
The Unbreakable Preview
Agency: Ogilvy / Paris
Client: Netflix France Category: Social Engagement / User-Generated Content
Qantas Out of Office Travelogue
Agency: The Monkeys / Sydney + Qantas / Sydney
Client: Qantas Category: Social Engagement / User-Generated Content
Coming Home
Agency: adam&eveDDB / London + Manning Gotlieb OMD / London + Rogue Films / London + The Mill / London
Client: Waitrose Category: Craft - Animation / Animation - Single
Straw City
Agency: Alt.vfx / Los Angeles + FCB / New York + MJZ + Home VFX / Los Angeles + Legacy FX / LA
Client: FDA Category: Craft - Animation / Animation - Single
The Greatest Gift
Agency: AMV BBDO / London
Client: Sainsbury's Category: Craft - Animation / Animation - Single
Dream
Agency: DDB / New York
Client: Wildlife Conservation Film Festival Category: Craft - Animation / Animation - Single
Project Literacy
Agency: FCB Inferno / London
Client: Pearson Category: Craft - Animation / Animation - Single
The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Craft - Animation / Animation - Single
Award:
2017 Branded Entertainment Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17131M
Award:
2017 Branded Entertainment Merit Award
Agency:
Intel Agency Inside / Santa Clara + PRETTYBIRD / Culver City + Greenlight / Hollywood + OMD / Worldwide
Client:
Intel
Title:
The Lady Gaga + Intel Experience
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17132M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson / Amsterdam
Client:
ING Nederland
Title:
The Next Rembrandt
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17133M
Award:
2017 Branded Entertainment Merit Award
Agency:
Leo Burnett / Chicago
Client:
Art Institute of Chicago
Title:
Van Gogh BnB
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17134M
Award:
2017 Branded Entertainment Merit Award
Agency:
Les Gaulois / PUTEAUX + HRCLS (Hercules) / PUTEAUX
Client:
TRANSAVIA
Title:
#HolidaysOnDemand
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17135M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Morton Salt
Title:
The One Moment
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17136M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ogilvy & Mather / Singapore
Client:
Allianz
Title:
Amateur Replay
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17137M
Award:
2017 Branded Entertainment Merit Award
Agency:
Ogilvy / New York
Client:
IBM
Title:
The Cognitive Dress
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17138M
Award:
2017 Branded Entertainment Merit Award
Agency:
R/GA / New York
Client:
Samsung
Title:
Can't Stop
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17139M
Award:
2017 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Serena Williams' Match Point | Gatorade
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17140M
Award:
2017 Branded Entertainment Merit Award
Agency:
TBWA\NEBOKO / Amsterdam
Client:
McDonald's
Title:
McTrax
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17141M
Award:
2017 Branded Entertainment Merit Award
Agency:
The Monkeys / Sydney + Qantas / Sydney
Client:
Qantas
Title:
Qantas Out of Office Travelogue
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE17142M
Award:
2017 Print & Outdoor Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
Panasonic Corporation
Title:
Life is electric
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17120M
Award:
2017 Print & Outdoor Merit Award
Agency:
Geometry Global / Cape Town + Ogilvy & Mather / Cape Town
Client:
Iziko Museums of South Africa
Title:
The Slave Calendar
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17121M
Award:
2017 Print & Outdoor Merit Award
Agency:
J. Walter Thompson Japan / Tokyo
Client:
DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE
Title:
SOBA ALLERGY TATTOO CHECKER
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17122M
Award:
2017 Print & Outdoor Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
MAHARASHTRA DYSLEXIA ASSOCIATION
Title:
THE DANCING LETTERS
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17123M
Award:
2017 Print & Outdoor Merit Award
Agency:
Ogilvy / New York
Client:
Amnesty International
Title:
The Refugee Nation
Category:
Promotional / Collateral / Promotional Items - Single or Campaign
Annual ID:
OS_PO17124M
Award:
2017 Responsive Environments Merit Award
Agency:
i.d.e.a. / San Diego + The Character Shop / Simi Valley
Client:
Innovation Alliance
Title:
INO-V8
Category:
Use of Technology / Integration with Social Platforms
Annual ID:
OS_RE17019M
Award:
2017 Responsive Environments Merit Award
Agency:
McCann / London + Momentum Worldwide / London
Client:
Microsoft / Xbox
Title:
Zombie Christmas: The Real-World Trailer
Category:
Use of Technology / Integration with Social Platforms
Annual ID:
OS_RE17020M
Award:
2017 Direct Marketing Merit Award
Agency:
Boys and Girls / Dublin + Mediavest / Dublin
Client:
Three Ireland
Title:
Tackle Homelessness
Category:
Ambient / Non-Broadcast Video
Annual ID:
OS_DI17080M
Award:
2017 Interactive Merit Award
Agency:
Impact BBDO / Dubai
Client:
Mars
Title:
Stop the Hunger
Category:
Online Advertising / Interactive Video
Annual ID:
OS_IN17054M
Award:
2017 Interactive Merit Award
Agency:
Ogilvy & Mather / Johannesburg + Gloo@Ogilvy / South Africa
Client:
KFC
Title:
Shakin' Shakin'
Category:
Online Advertising / Interactive Video
Annual ID:
OS_IN17055M
Award:
2017 Branded Entertainment Merit Award
Agency:
72andSunny / Los Angeles + Biscuit / Los Angeles + Method Studios / Los Angeles + Cut & Run / Los Angeles
Client:
Target
Title:
The Toycracker: A Mini-Musical Spectacular
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17045M
Award:
2017 Branded Entertainment Merit Award
Agency:
Amusement Park Entertainment / Los Angeles + Berman Productions / Santa Monica + Mondelēz International / East Hanover
Client:
Mondelēz International / Stride Gum
Title:
Stride Gum Presents Heaven Sent
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17046M
Award:
2017 Branded Entertainment Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan, PR
Client:
Triple S
Title:
38 Years Later
Category:
Broadcast / Long Form - Single
Annual ID:
OS_BE17047M
Award:
2017 Print & Outdoor Merit Award
Agency:
BBDO GmbH / Duesseldorf
Client:
Wrigley GmbH
Title:
Wrigley - Classics Last Longer
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17175M
Award:
2017 Print & Outdoor Merit Award
Agency:
DENTSU INC. / Tokyo + Mori Inc. / Tokyo
Client:
HONDA MOTOR CO., LTD.
Title:
Honda. Great Journey.-Travel sticker scrapbook
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17176M
Award:
2017 Print & Outdoor Merit Award
Agency:
J. Walter Thompson / Shanghai
Client:
SAKURA
Title:
Shower Battle
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17177M
Award:
2017 Print & Outdoor Merit Award
Agency:
La Comunidad / Buenos Aires
Client:
Ferrero Rocher Argentina
Title:
Roller Coaster
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17178M
Award:
2017 Print & Outdoor Merit Award
Agency:
Ogilvy & Mather India / Gurgaon
Client:
Yum Restaurant Marketing Pvt. Ltd.
Title:
You Eat. They Eat.
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17179M
Award:
2017 Print & Outdoor Merit Award
Agency:
Publicis / London
Client:
Tourism Ireland
Title:
Doors Of Thrones
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17180M
Award:
2017 Print & Outdoor Merit Award
Agency:
TBWA\Chiat\Day / NY + TBWA\ / London
Client:
Airbnb
Title:
Animals
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO17181M
Award:
2017 Mobile Merit Award
Agency:
BETC / Paris + BETC Digital / Paris
Client:
Ubisoft
Title:
The end of society simulator
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_MO17082M
Award:
2017 Mobile Merit Award
Agency:
Leo Burnett / Sydney
Client:
Samsung Australia
Title:
brainBAND
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS_MO17083M
Award:
2017 Design Merit Award
Agency:
Hero Strategic Marketing / Cape Town
Client:
FoodBank SA (now known as FoodForward SA)
Title:
The annual report that feeds the hungry
Category:
Branding / Annual Reports & Corporate Sustainability Reports
Annual ID:
OS_DE17111M
Award:
2017 Design Merit Award
Agency:
Mother Design / New York + Mother / New York
Client:
AIGA
Title:
AIGA
Category:
Motion Graphics / Series
Annual ID:
OS_DE17234M
Award:
2017 Design Merit Award
Agency:
The Nine / Shanghai
Client:
Amnesty International
Title:
Prison of the Head
Category:
Motion Graphics / Series
Annual ID:
OS_DE17235M
Award:
2017 Responsive Environments Merit Award
Agency:
Ogilvy & Mather / Singapore + The Prosecution Film Company / Singapore
Client:
Singtel
Title:
Singtel Data ExStream
Category:
Use of Technology
Annual ID:
OS_RE17016M
Award:
2017 Social Media Merit Award
Agency:
360i / New York
Client:
HBO
Title:
#BallersIntroContest
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17064M
Award:
2017 Social Media Merit Award
Agency:
BWM Dentsu / Sydney
Client:
BabyLove
Title:
Premmie Proud
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17065M
Award:
2017 Social Media Merit Award
Agency:
DAVID / Buenos Aires
Client:
Burger King®
Title:
Snap King
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17066M
Award:
2017 Social Media Merit Award
Agency:
Leo Burnett Germany / Frankfurt
Client:
Samsung
Title:
Design your time
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17067M
Award:
2017 Social Media Merit Award
Agency:
Ogilvy / Paris
Client:
Netflix France
Title:
The Unbreakable Preview
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17068M
Award:
2017 Social Media Merit Award
Agency:
The Monkeys / Sydney + Qantas / Sydney
Client:
Qantas
Title:
Qantas Out of Office Travelogue
Category:
Social Engagement / User-Generated Content
Annual ID:
OS_SM17069M
Award:
2017 Moving Image Craft Merit Award
Agency:
adam&eveDDB / London + Manning Gotlieb OMD / London + Rogue Films / London + The Mill / London
Client:
Waitrose
Title:
Coming Home
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17086M
Award:
2017 Moving Image Craft Merit Award
Agency:
Alt.vfx / Los Angeles + FCB / New York + MJZ + Home VFX / Los Angeles + Legacy FX / LA
Client:
FDA
Title:
Straw City
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17087M
Award:
2017 Moving Image Craft Merit Award
Agency:
AMV BBDO / London
Client:
Sainsbury's
Title:
The Greatest Gift
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17088M
Award:
2017 Moving Image Craft Merit Award
Agency:
DDB / New York
Client:
Wildlife Conservation Film Festival
Title:
Dream
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17089M
Award:
2017 Moving Image Craft Merit Award
Agency:
FCB Inferno / London
Client:
Pearson
Title:
Project Literacy
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17090M
Award:
2017 Moving Image Craft Merit Award
Agency:
Proximity / Barcelona + Post23 / Barcelona
Client:
Audi Spain
Title:
The doll that chose to drive
Category:
Craft - Animation / Animation - Single
Annual ID:
OS_MI17091M