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
#TwitterHaloWars
Agency: 215 McCann / San Francisco + Twitter / San Francisco
Client: Microsoft Xbox Category: Innovation in Interactive / Gaming
Adaptoys
Agency: 360i / New York + Axios NYC / New York
Client: Christopher & Dana Reeve Foundation Category: Innovation in Interactive / Gaming
Los Santos Pride
Agency: Garbergs / Stockholm
Client: Stockholm Pride Category: Innovation in Interactive / Gaming
The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Craft / Animation - Campaign
Usain Bolt | The Boy Who Learned to Fly | Gatorade
Agency: TBWA\Chiat\Day / Los Angeles
Client: Gatorade Category: Craft / Animation - Campaign
Dads #ShareTheLoad (Film Case)
Agency: BBDO India / Mumbai
Client: P&G India Category: Branded Social Post / Branded Social Post - Single
In-a-Snap
Agency: BBDO / New York
Client: Lowe's Category: Branded Social Post / Branded Social Post - Single
Free The Speech
Agency: KING / Stockholm
Client: Ministry for Foreign Affairs Category: Branded Social Post / Branded Social Post - Single
The Mindchanger Workout
Agency: Ogilvy Brasil / São Paulo + Conspiração Filmes / Rio de Janeiro + Sonido / Rio de Janeiro + Croacia / Rio de Janeiro
Client: Rio 2016 Category: Branded Social Post / Branded Social Post - Single
Holiday Wishes
Agency: Red Tettemer O'Connell + Partners / Philadelphia
Client: Reyka Vodka Category: Branded Social Post / Branded Social Post - Single
Female Recruitment
Agency: Rothco / Dublin
Client: Defence Forces Category: Branded Social Post / Branded Social Post - Single
Holland Casino Tram Roulette
Agency: TBWA\NEBOKO / Amsterdam + Vidiboko / Amsterdam
Client: Holland Casino Category: Branded Social Post / Branded Social Post - Single
Dads #ShareTheLoad
Agency: BBDO India / Mumbai
Client: P&G India Category: Craft - Direction / Direction - Single
Judo Kid
Agency: BBDO / New York + Smuggler / Los Angeles
Client: American Family Insurance Category: Craft - Direction / Direction - Single
Samsung Cares
Agency: Crazy Few Films / Mumbai
Client: Samsung india Category: Craft - Direction / Direction - Single
The Piccards
Agency: Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London
Client: Moët Hennessy USA Category: Craft - Direction / Direction - Single
Michael Phelps
Agency: Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client: Under Armour Category: Craft - Direction / Direction - Single
The Swim
Agency: Knucklehead / London & Los Angeles + BBDO / New York
Client: Visa Category: Craft - Direction / Direction - Single
December 21st
Agency: Leo Burnett / Madrid + RCR / Madrid
Client: Loterias y Apuestas del Estado Category: Craft - Direction / Direction - Single
The One Moment
Agency: Ogilvy & Mather / Chicago
Client: Morton Salt Category: Craft - Direction / Direction - Single
Equality
Agency: PRETTYBIRD / Culver City + Wieden+Kennedy / Portland
Client: Nike Category: Craft - Direction / Direction - Single
How Do You See Me?
Agency: Saatchi & Saatchi / New York + Pulse Films / Los Angeles
Client: CoorDown Category: Craft - Direction / Direction - Single
Stroll
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft - Direction / Direction - Single
Duel
Agency: Venables Bell and Partners / San Francisco + Rattling Stick / Los Angeles + Work Editorial / Los Angeles + Woodwork Music / Los Angeles
Client: Audi of America Category: Craft - Direction / Direction - Single
Daughter
Agency: Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles
Client: Audi of America Category: Craft - Direction / Direction - Single
Van Gogh's Bedrooms
Agency: Bluecadet / Philadelphia
Client: Art Institute of Chicago Category: Craft / Storytelling
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Craft / Visual Effects / Animation
MUSEUM IN THE CLOUD
Agency: ENJIN Inc. / Tokyo + BIRDMAN Inc. / Tokyo + kirameki Inc. / Tokyo + All Nippon Airways / Tokyo
Client: All Nippon Airways Category: Craft / Visual Effects / Animation
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Visual Effects / Animation
Discover the Magic of Craft
Agency: Scholz & Friends / Berlin + Salon Alpin / Vienna
Client: Montblanc Category: Craft / Visual Effects / Animation
Passwords With A Purpose
Agency: 303 Mullen Lowe / PERTH
Client: Royal Life Saving WA Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Holiday Packing
Agency: TBWA Hunt Lascaris / Johannesburg
Client: Flight Centre Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Technically
Agency: Ogilvy & Mather / Cape Town
Client: Volkswagen Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Dads
Agency: Ogilvy & Mather Chile / Santiago
Client: Unicef Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
80.000.000 Images
Agency: Ogilvy & Mather Chile / Santiago
Client: Getty Images Category: Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Tokyo Deep Nights
Agency: HAKUHODO INC. / TOKYO
Client: TAKEO CO.,LTD. Category: Craft / Printing & Paper Craft - Single or Series
The World of Izumi Kyoka
Agency: Hakuhodo Inc. / Tokyo
Client: KANAZAWA's Beauty Explored Category: Craft / Printing & Paper Craft - Single or Series
mt ex singapore
Agency: iyamadesign inc. / Tokyo
Client: Kamoi kakoshi Co., Ltd. Category: Craft / Printing & Paper Craft - Single or Series
Girl With a Coloring Drop
Agency: OTUA Co.,Ltd / Tokyo + SHOEI Inc. / Tokyo
Client: SHOEI Inc. Category: Craft / Printing & Paper Craft - Single or Series
DISCOVR The World
Agency: Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam
Client: Samsung Electronics Category: Use of Technology / Virtual Reality (VR)
Samsung 4D VR Thrill Ride
Agency: McKinney / New York + Cheil Worldwide / Seoul
Client: Samsung Electronics Category: Use of Technology / Virtual Reality (VR)
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Experiential / Live Events
Remote Ristorante
Agency: BWM Dentsu / Melbourne + Haystac / Melbourne + Dentsu Mitchell / Melbourne
Client: Dr Oetker Category: Experiential / Live Events
Project Germany
Agency: HEIMAT / Berlin
Client: HORNBACH Baumarkt AG Category: Experiential / Live Events
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Agency: Intel / Santa Clara
Client: Intel Category: Experiential / Live Events
Award:
2017 Interactive Merit Award
Agency:
215 McCann / San Francisco + Twitter / San Francisco
Client:
Microsoft Xbox
Title:
#TwitterHaloWars
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17090M
Award:
2017 Interactive Merit Award
Agency:
360i / New York + Axios NYC / New York
Client:
Christopher & Dana Reeve Foundation
Title:
Adaptoys
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17091M
Award:
2017 Interactive Merit Award
Agency:
CP+B / Los Angeles
Client:
NBA2K
Title:
2K Boost
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17092M
Award:
2017 Interactive Merit Award
Agency:
Garbergs / Stockholm
Client:
Stockholm Pride
Title:
Los Santos Pride
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN17093M
Award:
2017 Branded Entertainment Merit Award
Agency:
Roundhouse / Portland
Client:
Roundhouse
Title:
Living Off The Brands
Category:
Self-Promotion
Annual ID:
OS_BE17125M
Award:
2017 Cross-Platform Merit Award
Agency:
Proximity / Barcelona + Post23 / Barcelona
Client:
Audi Spain
Title:
The doll that chose to drive
Category:
Craft / Animation - Campaign
Annual ID:
OS_CP17081M
Award:
2017 Cross-Platform Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Gatorade
Title:
Usain Bolt | The Boy Who Learned to Fly | Gatorade
Category:
Craft / Animation - Campaign
Annual ID:
OS_CP17082M
Award:
2017 Social Media Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad (Film Case)
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17037M
Award:
2017 Social Media Merit Award
Agency:
BBDO / New York
Client:
Lowe's
Title:
In-a-Snap
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17038M
Award:
2017 Social Media Merit Award
Agency:
KING / Stockholm
Client:
Ministry for Foreign Affairs
Title:
Free The Speech
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17039M
Award:
2017 Social Media Merit Award
Agency:
Ogilvy Brasil / São Paulo + Conspiração Filmes / Rio de Janeiro + Sonido / Rio de Janeiro + Croacia / Rio de Janeiro
Client:
Rio 2016
Title:
The Mindchanger Workout
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17040M
Award:
2017 Social Media Merit Award
Agency:
Red Tettemer O'Connell + Partners / Philadelphia
Client:
Reyka Vodka
Title:
Holiday Wishes
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17041M
Award:
2017 Social Media Merit Award
Agency:
Rothco / Dublin
Client:
Defence Forces
Title:
Female Recruitment
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17042M
Award:
2017 Social Media Merit Award
Agency:
TBWA\NEBOKO / Amsterdam + Vidiboko / Amsterdam
Client:
Holland Casino
Title:
Holland Casino Tram Roulette
Category:
Branded Social Post / Branded Social Post - Single
Annual ID:
OS_SM17043M
Award:
2017 Moving Image Craft Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17042M
Award:
2017 Moving Image Craft Merit Award
Agency:
BBDO / New York + Smuggler / Los Angeles
Client:
American Family Insurance
Title:
Judo Kid
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17043M
Award:
2017 Moving Image Craft Merit Award
Agency:
Crazy Few Films / Mumbai
Client:
Samsung india
Title:
Samsung Cares
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17044M
Award:
2017 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Moet Hennessy USA / New York + Anonymous | Somesuch / London
Client:
Moët Hennessy USA
Title:
The Piccards
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17045M
Award:
2017 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Under Armour / Baltimore + Epoch Films / New York
Client:
Under Armour
Title:
Michael Phelps
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17046M
Award:
2017 Moving Image Craft Merit Award
Agency:
Knucklehead / London & Los Angeles + BBDO / New York
Client:
Visa
Title:
The Swim
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17047M
Award:
2017 Moving Image Craft Merit Award
Agency:
Leo Burnett / Madrid + RCR / Madrid
Client:
Loterias y Apuestas del Estado
Title:
December 21st
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17048M
Award:
2017 Moving Image Craft Merit Award
Agency:
MJZ / LA
Client:
Kenzo
Title:
My Mutant Brain
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17049M
Award:
2017 Moving Image Craft Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
Morton Salt
Title:
The One Moment
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17050M
Award:
2017 Moving Image Craft Merit Award
Agency:
PRETTYBIRD / Culver City + Wieden+Kennedy / Portland
Client:
Nike
Title:
Equality
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17051M
Award:
2017 Moving Image Craft Merit Award
Agency:
Saatchi & Saatchi / New York + Pulse Films / Los Angeles
Client:
CoorDown
Title:
How Do You See Me?
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17052M
Award:
2017 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Stroll
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17053M
Award:
2017 Moving Image Craft Merit Award
Agency:
Venables Bell and Partners / San Francisco + Rattling Stick / Los Angeles + Work Editorial / Los Angeles + Woodwork Music / Los Angeles
Client:
Audi of America
Title:
Duel
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17054M
Award:
2017 Moving Image Craft Merit Award
Agency:
Venables Bell and Partners / San Francisco + Somesuch + Anonymous Content / Los Angeles + Work Editorial / Los Angeles + Human / Los Angeles
Client:
Audi of America
Title:
Daughter
Category:
Craft - Direction / Direction - Single
Annual ID:
OS_MI17055M
Award:
2017 Responsive Environments Merit Award
Agency:
Bluecadet / Philadelphia
Client:
Art Institute of Chicago
Title:
Van Gogh's Bedrooms
Category:
Craft / Storytelling
Annual ID:
OS_RE17021M
Award:
2017 Interactive Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17071M
Award:
2017 Interactive Merit Award
Agency:
ENJIN Inc. / Tokyo + BIRDMAN Inc. / Tokyo + kirameki Inc. / Tokyo + All Nippon Airways / Tokyo
Client:
All Nippon Airways
Title:
MUSEUM IN THE CLOUD
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17072M
Award:
2017 Interactive Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17073M
Award:
2017 Interactive Merit Award
Agency:
R/GA / Sydney
Client:
Google
Title:
Through the Dark
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17074M
Award:
2017 Interactive Merit Award
Agency:
Scholz & Friends / Berlin + Salon Alpin / Vienna
Client:
Montblanc
Title:
Discover the Magic of Craft
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN17075M
Award:
2017 Print & Outdoor Merit Award
Agency:
303 Mullen Lowe / PERTH
Client:
Royal Life Saving WA
Title:
Passwords With A Purpose
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Annual ID:
OS_PO17126M
Award:
2017 Print & Outdoor Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg
Client:
Flight Centre
Title:
Holiday Packing
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Annual ID:
OS_PO17127M
Award:
2017 Print & Outdoor Merit Award
Agency:
Ogilvy & Mather / Cape Town
Client:
Volkswagen
Title:
Technically
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Annual ID:
OS_PO17128M
Award:
2017 Print & Outdoor Merit Award
Agency:
Ogilvy & Mather Chile / Santiago
Client:
Unicef
Title:
Dads
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Annual ID:
OS_PO17129M
Award:
2017 Print & Outdoor Merit Award
Agency:
Ogilvy & Mather Chile / Santiago
Client:
Getty Images
Title:
80.000.000 Images
Category:
Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign
Annual ID:
OS_PO17130M
Award:
2017 Design Merit Award
Agency:
HAKUHODO INC. / TOKYO
Client:
TAKEO CO.,LTD.
Title:
Tokyo Deep Nights
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17279M
Award:
2017 Design Merit Award
Agency:
Hakuhodo Inc. / Tokyo
Client:
KANAZAWA's Beauty Explored
Title:
The World of Izumi Kyoka
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17280M
Award:
2017 Design Merit Award
Agency:
iyamadesign inc. / Tokyo
Client:
Kamoi kakoshi Co., Ltd.
Title:
mt ex singapore
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17281M
Award:
2017 Design Merit Award
Agency:
OTUA Co.,Ltd / Tokyo + SHOEI Inc. / Tokyo
Client:
SHOEI Inc.
Title:
Girl With a Coloring Drop
Category:
Craft / Printing & Paper Craft - Single or Series
Annual ID:
OS_DE17282M
Award:
2017 Responsive Environments Merit Award
Agency:
Cheil Germany / Schwalbach am Taunus + MediaMonks / Amsterdam
Client:
Samsung Electronics
Title:
DISCOVR The World
Category:
Use of Technology / Virtual Reality (VR)
Annual ID:
OS_RE17017M
Award:
2017 Responsive Environments Merit Award
Agency:
McKinney / New York + Cheil Worldwide / Seoul
Client:
Samsung Electronics
Title:
Samsung 4D VR Thrill Ride
Category:
Use of Technology / Virtual Reality (VR)
Annual ID:
OS_RE17018M
Award:
2017 Branded Entertainment Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Experiential / Live Events
Annual ID:
OS_BE17108M
Award:
2017 Branded Entertainment Merit Award
Agency:
BWM Dentsu / Melbourne + Haystac / Melbourne + Dentsu Mitchell / Melbourne
Client:
Dr Oetker
Title:
Remote Ristorante
Category:
Experiential / Live Events
Annual ID:
OS_BE17109M
Award:
2017 Branded Entertainment Merit Award
Agency:
DAVID / Miami
Client:
Burger King
Title:
Scariest BK
Category:
Experiential / Live Events
Annual ID:
OS_BE17110M
Award:
2017 Branded Entertainment Merit Award
Agency:
HEIMAT / Berlin
Client:
HORNBACH Baumarkt AG
Title:
Project Germany
Category:
Experiential / Live Events
Annual ID:
OS_BE17111M
Award:
2017 Branded Entertainment Merit Award
Agency:
Intel / Santa Clara
Client:
Intel
Title:
Super Bowl Halftime Show: Intel Drones + Lady Gaga
Category:
Experiential / Live Events
Annual ID:
OS_BE17112M