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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Budweiser Summer 2017 LTO State Packaging
Agency: Jones Knowles Ritchie / New York
Client: AB-InBev – Budweiser Category: Packaging / Specialty
Tokyo Pen Pixel
Agency: R/GA / Tokyo
Client: MUJI Category: Experiential / Environmental / Indoor Spaces
KFC Brand Transformation
Agency: Wieden+Kennedy / Portland
Client: KFC Category: Brand Transformation
History
Agency: DARK SIDE / Buenos Aires + The Community / Miami
Client: Nutcase Category: Craft / Art Direction - Single or Campaign
Cup
Agency: Memac Ogilvy / Dubai
Client: Coca-Cola Middle East Category: Craft / Art Direction - Single or Campaign
Build the future
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Ltd. Category: Craft / Art Direction - Single or Campaign
Bullying Jr.
Agency: DAVID / Miami + Smuggler / LA
Client: Burger King Category: Ambient Media / Live Events
Imaginary Friends Society
Agency: RPA / Santa Monica
Client: Pediatric Brain Tumor Foundation Category: Craft / Animation - Single or Series
The Alternatives - Your Friend
Agency: McCann Canada / Toronto
Client: Prostate Cancer Canada Category: Broadcast / Any Length - Single
Bandido — disrupting the Californian coffee scene.
Agency: Magpie Studio / London
Client: Bandido Coffee Co Category: Branding / Logo
Welcome to @Apple
Agency: TBWAMedia Arts Lab / Los Angeles
Client: Apple Category: Social Engagement / Community Building
Fully Booked "Lives" Campaign
Agency: McCann Worldgroup Philippines / Taguig + Hit Productions, Inc. / Makati
Client: Fully Booked Philippines Category: Broadcast / Any Length - Campaign
Disclaimer Campaign
Agency: The Martin Agency / Richmond
Client: GEICO Category: Broadcast / Any Length - Campaign
Some News Need a Week
Agency: Y&R Prague / Prague
Client: Newsweek Category: Broadcast / Any Length - Campaign
THE TANGIBLE MANNER
Agency: ENJIN TOKYO / Tokyo + BIRDMAN / Tokyo
Client: All Nippon Airways Category: Craft / Visual Effects / Animation
Live Looper
Agency: BBDO / New York + BBDO Studios / New York
Client: Downtown Records Category: Innovation in Film / Online
Escalating GIFs
Agency: Ogilvy / Germany
Client: European Anti-Bullying Network (EAN) Category: Innovation in Film / Online
Roads That Honk
Agency: Hindustan Petroleum Corporation Limited / Mumbai
Client: Hindustan Petroleum Corporation Limited Category: Use of Technology
A World With No Heroes
Agency: DDB, / Paris + Make me Pulse / Paris
Client: Ubisoft Category: Websites
The Bulletproof Flag
Agency: Sid Lee / Toronto
Client: Black Lives Matter Canada Category: Branding / Collateral Item - Single
GREEN LIGHT RUN
Agency: TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client: adidas Japan Category: Experiential / Live Events
THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY Category: Ambient Media / Billboards & Transit - Campaign
DB Export Beer Bottle Sand
Agency: Colenso BBDO / Auckland
Client: DB Breweries / Heineken NZ Category: Innovation in Cross-Platform / Experiential
Uk'shona Kwelanga - a WhatsApp Drama series
Agency: King James Group / Cape Town
Client: Sanlam Category: Innovation in Interactive / Online
White Hats Wanted
Agency: McCann / New York + MRM//McCann / New York + Weber Shandwick / New York + Momentum WW / New York
Client: U.S. Army Category: Gaming
Samsung SmartSuit
Agency: Cheil / Amsterdam
Client: Samsung Benelux Category: Cross-Channel / Digital / Physical Cross-Channel
The Pedigree Child Replacement Programme
Agency: Colenso BBDO / Auckland
Client: Mars Category: Print / Flat & Dimensional
Pass The Heinz
Agency: DAVID / Miami + Sterling Cooper Draper Pryce / New York
Client: The Kraft Heinz Company Category: Print / Flat & Dimensional
Now or Never
Agency: FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo
Client: Orange Category: Music Videos
Journey Around HEARTLAND
Agency: DENTSU INC. / Tokyo + J.C.SPARK / Tokyo + Nissho Co., Ltd. / Tokyo + Revlon / Tokyo
Client: Kirin Company, Limited Category: Promotional / Booklets, Brochures, & Product Catalogues
Annual Report
Agency: Design Army / Washington, DC
Client: The Human Rights Campaign Category: Promotional / Booklets, Brochures, & Product Catalogues
Penguin Frozen Storybook
Agency: TBWA\ / Shanghai
Client: Penguin Books Category: Promotional / Booklets, Brochures, & Product Catalogues
Volvo XC40 - Things
Agency: 750mph / London + Forsman & Bodenfors / Gothenburg + Anonymous Content / London + Chinmey Group / Sweden
Client: Volvo Category: Craft - Sound Design / Single
Lufthansa "#LifeChangingPlaces - Lofoten"
Agency: Kolle Rebbe GmbH / Hamburg
Client: Deutsche Lufthansa AG Category: Craft - Sound Design / Single
Christmas 2117
Agency: Jung von Matt AG / Hamburg + 2wei Music / Hamburg + MJZ / London
Client: EDEKA ZENTRALE AG & Co. KG Category: Craft - Visual Effects / Single
Opportunity Roars
Agency: The Mill / New York + KBS / New York + MJZ / New York + MPC / New York
Client: Monster.com Category: Craft - Visual Effects / Single
The Archives
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft - Cinematography / Single
Sway
Agency: TBWAMedia Arts Lab / Los Angeles
Client: Apple Category: Craft - Cinematography / Single
Emergency Collectibles
Agency: DENTSU INC. / TOKYO
Client: Kobe Shimbun Category: Promotional / Periodicals - Full Page or Spread
Making Gut Health Digestible
Agency: Jones Knowles Ritchie / London
Client: The Gut Stuff Category: Branding / Identity System
Visit Britain
Agency: 180LA / Los Angeles + Cut & Run / Santa Monica + Electric Theatre Collective / Santa Monica + Expedia / Bellevue
Client: Expedia Category: Interactive Video
Irresistibly pointless trueview ads
Agency: Akestam Holst / Stockholm
Client: IKEA Sweden Category: Interactive Video
Exclusive the Rainbow case study
Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client: Mars Wrigley Confectionery Category: Integrated Branding / Integrated Online
The World's Most Eligible Bachelor
Agency: Ogilvy Africa / Nairobi + SuperSonic Africa / Nairobi + Black Bean Productions / Cape Town
Client: Ol Pejeta Conservancy Category: Innovation in Public Relations
Barbers
Agency: Apple / Cupertino + Furlined / Santa Monica
Client: Apple Category: Television / Long Form - Single
Last Days
Agency: CP+B / Los Angeles + Rattling Stick / Santa Monica
Client: Jose Cuervo Category: Television / Long Form - Single
Award:
2018 Design Bronze Pencil
Agency:
IMPROVIDE Co.,Ltd. / Sapporo
Client:
BIEISENKA
Title:
BIEI JAM
Category:
Packaging / Specialty
Annual ID:
OS_DE18038B
Award:
2018 Design Bronze Pencil
Agency:
Jones Knowles Ritchie / New York
Client:
AB-InBev – Budweiser
Title:
Budweiser Summer 2017 LTO State Packaging
Category:
Packaging / Specialty
Annual ID:
OS_DE18039B
Award:
2018 Design Bronze Pencil
Agency:
R/GA / Tokyo
Client:
MUJI
Title:
Tokyo Pen Pixel
Category:
Experiential / Environmental / Indoor Spaces
Annual ID:
OS_DE18049B
Award:
2018 Cross-Platform Bronze Pencil
Agency:
Wieden+Kennedy / Portland
Client:
KFC
Title:
KFC Brand Transformation
Category:
Brand Transformation
Annual ID:
OS_CP18016B
Award:
2018 Print & Outdoor Bronze Pencil
Agency:
DARK SIDE / Buenos Aires + The Community / Miami
Client:
Nutcase
Title:
History
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_PO18055B
Award:
2018 Print & Outdoor Bronze Pencil
Agency:
Memac Ogilvy / Dubai
Client:
Coca-Cola Middle East
Title:
Cup
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_PO18056B
Award:
2018 Print & Outdoor Bronze Pencil
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Ltd.
Title:
Build the future
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_PO18057B
Award:
2018 Direct Marketing Bronze Pencil
Agency:
DAVID / Miami + Smuggler / LA
Client:
Burger King
Title:
Bullying Jr.
Category:
Ambient Media / Live Events
Annual ID:
OS_DI18013B
Award:
2018 Design Bronze Pencil
Agency:
RPA / Santa Monica
Client:
Pediatric Brain Tumor Foundation
Title:
Imaginary Friends Society
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE18066B
Award:
2018 Radio Bronze Pencil
Agency:
McCann Canada / Toronto
Client:
Prostate Cancer Canada
Title:
The Alternatives - Your Friend
Category:
Broadcast / Any Length - Single
Annual ID:
OS_RA18002B
Award:
2018 Design Bronze Pencil
Agency:
Magpie Studio / London
Client:
Bandido Coffee Co
Title:
Bandido — disrupting the Californian coffee scene.
Category:
Branding / Logo
Annual ID:
OS_DE18003B
Award:
2018 Social Media Bronze Pencil
Agency:
TBWAMedia Arts Lab / Los Angeles
Client:
Apple
Title:
Welcome to @Apple
Category:
Social Engagement / Community Building
Annual ID:
OS_SM18017B
Award:
2018 Radio Bronze Pencil
Agency:
McCann Worldgroup Philippines / Taguig + Hit Productions, Inc. / Makati
Client:
Fully Booked Philippines
Title:
Fully Booked "Lives" Campaign
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA18005B
Award:
2018 Radio Bronze Pencil
Agency:
The Martin Agency / Richmond
Client:
GEICO
Title:
Disclaimer Campaign
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA18006B
Award:
2018 Radio Bronze Pencil
Agency:
Y&R Prague / Prague
Client:
Newsweek
Title:
Some News Need a Week
Category:
Broadcast / Any Length - Campaign
Annual ID:
OS_RA18007B
Award:
2018 Interactive Bronze Pencil
Agency:
ENJIN TOKYO / Tokyo + BIRDMAN / Tokyo
Client:
All Nippon Airways
Title:
THE TANGIBLE MANNER
Category:
Craft / Visual Effects / Animation
Annual ID:
OS_IN18023B
Award:
2018 Film Bronze Pencil
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Nosferatu
Category:
Innovation in Film / Online
Annual ID:
OS_FI18049B
Award:
2018 Film Bronze Pencil
Agency:
BBDO / New York + BBDO Studios / New York
Client:
Downtown Records
Title:
Live Looper
Category:
Innovation in Film / Online
Annual ID:
OS_FI18050B
Award:
2018 Film Bronze Pencil
Agency:
Ogilvy / Germany
Client:
European Anti-Bullying Network (EAN)
Title:
Escalating GIFs
Category:
Innovation in Film / Online
Annual ID:
OS_FI18051B
Award:
2018 Responsive Environments Bronze Pencil
Agency:
Hindustan Petroleum Corporation Limited / Mumbai
Client:
Hindustan Petroleum Corporation Limited
Title:
Roads That Honk
Category:
Use of Technology
Annual ID:
OS_RE18005B
Award:
2018 Responsive Environments Bronze Pencil
Agency:
Wieden+Kennedy / Portland
Client:
Nike
Title:
Live Design
Category:
Use of Technology
Annual ID:
OS_RE18006B
Award:
2018 Mobile Bronze Pencil
Agency:
( anónimo ) / mexico city
Client:
Organización CADENA
Title:
ARRIBAMEXICO.ORG
Category:
Websites
Annual ID:
OS_MO18001B
Award:
2018 Mobile Bronze Pencil
Agency:
DDB, / Paris + Make me Pulse / Paris
Client:
Ubisoft
Title:
A World With No Heroes
Category:
Websites
Annual ID:
OS_MO18002B
Award:
2018 Design Bronze Pencil
Agency:
Sid Lee / Toronto
Client:
Black Lives Matter Canada
Title:
The Bulletproof Flag
Category:
Branding / Collateral Item - Single
Annual ID:
OS_DE18006B
Award:
2018 Branded Entertainment Bronze Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Tohokushinsha Film Corporation / Tokyo
Client:
adidas Japan
Title:
GREEN LIGHT RUN
Category:
Experiential / Live Events
Annual ID:
OS_BE18038B
Award:
2018 Direct Marketing Bronze Pencil
Agency:
SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client:
DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Title:
THE VIRTUAL CRASH BILLBOARD
Category:
Ambient Media / Billboards & Transit - Campaign
Annual ID:
OS_DI18003B
Award:
2018 Cross-Platform Bronze Pencil
Agency:
Colenso BBDO / Auckland
Client:
DB Breweries / Heineken NZ
Title:
DB Export Beer Bottle Sand
Category:
Innovation in Cross-Platform / Experiential
Annual ID:
OS_CP18021B
Award:
2018 Interactive Bronze Pencil
Agency:
King James Group / Cape Town
Client:
Sanlam
Title:
Uk'shona Kwelanga - a WhatsApp Drama series
Category:
Innovation in Interactive / Online
Annual ID:
OS_IN18035B
Award:
2018 Interactive Bronze Pencil
Agency:
McCann / New York + MRM//McCann / New York + Weber Shandwick / New York + Momentum WW / New York
Client:
U.S. Army
Title:
White Hats Wanted
Category:
Gaming
Annual ID:
OS_IN18021B
Award:
2018 UX / UI Bronze Pencil
Agency:
Cheil / Amsterdam
Client:
Samsung Benelux
Title:
Samsung SmartSuit
Category:
Cross-Channel / Digital / Physical Cross-Channel
Annual ID:
OS_UX18011B
Award:
2018 Direct Marketing Bronze Pencil
Agency:
Colenso BBDO / Auckland
Client:
Mars
Title:
The Pedigree Child Replacement Programme
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18001B
Award:
2018 Direct Marketing Bronze Pencil
Agency:
DAVID / Miami + Sterling Cooper Draper Pryce / New York
Client:
The Kraft Heinz Company
Title:
Pass The Heinz
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI18002B
Award:
2018 Branded Entertainment Bronze Pencil
Agency:
FP7/CAI / cairo + Good People Content / cairo + Good People Films / cairo
Client:
Orange
Title:
Now or Never
Category:
Music Videos
Annual ID:
OS_BE18027B
Award:
2018 Design Bronze Pencil
Agency:
DENTSU INC. / Tokyo + J.C.SPARK / Tokyo + Nissho Co., Ltd. / Tokyo + Revlon / Tokyo
Client:
Kirin Company, Limited
Title:
Journey Around HEARTLAND
Category:
Promotional / Booklets, Brochures, & Product Catalogues
Annual ID:
OS_DE18024B
Award:
2018 Design Bronze Pencil
Agency:
Design Army / Washington, DC
Client:
The Human Rights Campaign
Title:
Annual Report
Category:
Promotional / Booklets, Brochures, & Product Catalogues
Annual ID:
OS_DE18025B
Award:
2018 Design Bronze Pencil
Agency:
TBWA\ / Shanghai
Client:
Penguin Books
Title:
Penguin Frozen Storybook
Category:
Promotional / Booklets, Brochures, & Product Catalogues
Annual ID:
OS_DE18026B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
750mph / London + Forsman & Bodenfors / Gothenburg + Anonymous Content / London + Chinmey Group / Sweden
Client:
Volvo
Title:
Volvo XC40 - Things
Category:
Craft - Sound Design / Single
Annual ID:
OS_MI18038B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Deutsche Lufthansa AG
Title:
Lufthansa "#LifeChangingPlaces - Lofoten"
Category:
Craft - Sound Design / Single
Annual ID:
OS_MI18039B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
Jung von Matt AG / Hamburg + 2wei Music / Hamburg + MJZ / London
Client:
EDEKA ZENTRALE AG & Co. KG
Title:
Christmas 2117
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI18033B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
The Mill / New York + KBS / New York + MJZ / New York + MPC / New York
Client:
Monster.com
Title:
Opportunity Roars
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI18034B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
The Archives
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI18025B
Award:
2018 Moving Image Craft Bronze Pencil
Agency:
TBWAMedia Arts Lab / Los Angeles
Client:
Apple
Title:
Sway
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI18026B
Award:
2018 Design Bronze Pencil
Agency:
DENTSU INC. / TOKYO
Client:
Kobe Shimbun
Title:
Emergency Collectibles
Category:
Promotional / Periodicals - Full Page or Spread
Annual ID:
OS_DE18023B
Award:
2018 Design Bronze Pencil
Agency:
Jones Knowles Ritchie / London
Client:
The Gut Stuff
Title:
Making Gut Health Digestible
Category:
Branding / Identity System
Annual ID:
OS_DE18005B
Award:
2018 Interactive Bronze Pencil
Agency:
180LA / Los Angeles + Cut & Run / Santa Monica + Electric Theatre Collective / Santa Monica + Expedia / Bellevue
Client:
Expedia
Title:
Visit Britain
Category:
Interactive Video
Annual ID:
OS_IN18012B
Award:
2018 Interactive Bronze Pencil
Agency:
Akestam Holst / Stockholm
Client:
IKEA Sweden
Title:
Irresistibly pointless trueview ads
Category:
Interactive Video
Annual ID:
OS_IN18013B
Award:
2018 Cross-Platform Bronze Pencil
Agency:
DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client:
Mars Wrigley Confectionery
Title:
Exclusive the Rainbow case study
Category:
Integrated Branding / Integrated Online
Annual ID:
OS_CP18014B
Award:
2018 Public Relations Bronze Pencil
Agency:
Ogilvy Africa / Nairobi + SuperSonic Africa / Nairobi + Black Bean Productions / Cape Town
Client:
Ol Pejeta Conservancy
Title:
The World's Most Eligible Bachelor
Category:
Innovation in Public Relations
Annual ID:
OS_PR18034B
Award:
2018 Film Bronze Pencil
Agency:
Apple / Cupertino + Furlined / Santa Monica
Client:
Apple
Title:
Barbers
Category:
Television / Long Form - Single
Annual ID:
OS_FI18015B
Award:
2018 Film Bronze Pencil
Agency:
CP+B / Los Angeles + Rattling Stick / Santa Monica
Client:
Jose Cuervo
Title:
Last Days
Category:
Television / Long Form - Single
Annual ID:
OS_FI18016B
