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 Talk
Agency: BBDO / New York + The Corner Shop / New York
Client: P&G Category: Reputation Management
Immersive Erotica
Agency: Global Media and Entertainment / London
Client: Harper Collins Category: Craft / Sound Design - Single or Campaign
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland Category: Craft / Sound Design - Single or Campaign
A.I.
Agency: TBWA Hunt Lascaris / Johannesburg
Client: Flight Centre Category: Craft / Sound Design - Single or Campaign
Fly on the Wall
Agency: TBWA Hunt Lascaris / Johannesburg
Client: Tiger Brands Category: Craft / Sound Design - Single or Campaign
Destiny 2 Ghost Skill
Agency: AKQA / San Francisco
Client: Activision Category: Integrated Digital & Physical Product
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York
Client: MailChimp Category: Integrated Digital & Physical Product
VRecruitment
Agency: Host/Havas / Sydney
Client: Defence Force Recruiting Category: Experiential / Virtual Reality (VR)
Elton John - Farewell Yellow Brick Road Global Launch
Agency: Spinifex Group / Torrance
Client: Sir Elton John Category: Experiential / Virtual Reality (VR)
Inconvenience Stores
Agency: CHE Proximity / Australia
Client: Swann Insurance Category: Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign
My First Purchase Exhibit
Agency: McCann / New York
Client: Mastercard Category: Internal Communications
Virtual Reality- The Hard Way
Agency: Wieden+Kennedy / Portland
Client: KFC Category: Internal Communications
Armoured Truck
Agency: DDB Group New Zealand / Auckland
Client: Lotto New Zealand Category: Cinema Advertising
Web of Fries
Agency: Deutsch / Los Angeles + Lime Studios / Santa Monica + Motive Music / Santa Monica
Client: Taco Bell Category: Cinema Advertising
Kid's Dreams
Agency: Grabarz & Partner Werbeagentur GmbH / Hamburg + Anorak FILM / Hamburg + NHB Video GmbH / Hamburg + Supreme Music GmbH / Hamburg
Client: Volkswagen Category: Cinema Advertising
Intensity
Agency: McCann Worldgroup India / Mumbai
Client: Jagran Prakashan Category: Cinema Advertising
Dream Makers
Agency: Wieden+Kennedy / London + Time Based Arts / London + 750 MPH / London + Sounds & Sons / London
Client: Honda Category: Cinema Advertising
Weight Tag
Agency: AC mcgarrybowen / Mexico City + Americhip / Mexico City
Client: Samsonite Category: Craft / Printing / Production - Single or Campaign
The Edible Business Card
Agency: Geometry Global Japan / Tokyo
Client: Saga City Category: Craft / Printing / Production - Single or Campaign
#Blood Normal Underwear
Agency: AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
#Blood Normal Pad
Agency: AMV BBDO / London + Fraser Muggeridge Studio / London
Client: Essity Libresse Bodyform Category: Guerrilla Marketing
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean Category: Guerrilla Marketing
The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC Category: Guerrilla Marketing
Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence Category: Guerrilla Marketing
Unsuccessful ticket sample
Agency: INGO / Stockholm
Client: Folkoperan Category: Guerrilla Marketing
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan Category: Guerrilla Marketing
Hiding Kids
Agency: DDB Group Germany / Berlin
Client: Volkswagen AG Category: Craft / Photography - Single or Campaign
HeShe
Agency: DDB South Africa / Bryanston
Client: Commission for Gender Equality Category: Craft / Photography - Single or Campaign
Get Back, Tohoku.
Agency: DENTSU INC. / Tokyo
Client: EAST JAPAN RAILWAY COMPANY Category: Craft / Photography - Single or Campaign
The Curious Afterlife of a Tin - Esther's Tin
Agency: Energy BBDO / Chicago
Client: Wm. Wrigley Jr. Company Category: Craft / Photography - Single or Campaign
The Curious Afterlife of a Tin - Nikolas's Tin
Agency: Energy BBDO / Chicago
Client: Wm. Wrigley Jr. Company Category: Craft / Photography - Single or Campaign
Makeup Tools
Agency: SHISEIDO CO., LTD. / Tokyo
Client: SHISEIDO CO., LTD. Category: Craft / Photography - Single or Campaign
Portrait Mode Covers
Agency: TBWAMedia Arts Lab / Los Angeles
Client: Apple Category: Craft / Photography - Single or Campaign
ELI / Wearable English Teacher
Agency: Hakuhodo Inc. / Tokyo + TBWA\HAKUHODO Inc. / Tokyo + HAKUHODO PRODUCT'S INC. / Tokyo + 1-10design, Inc. / Tokyo
Client: Hakuhodo Incorporated Category: Experimental / Internal Projects / R&D
Blink: A language of love through light
Agency: SapientRazorfish / Chicago
Client: Ronald McDonald House Charities Category: Experimental / Internal Projects / R&D
Battle against cancer
Agency: J. Walter Thompson Puerto Rico / San Juan
Client: Susan G. Komen Category: Online / Streaming Audio - Single or Campaign
#NotMusicToMyEars
Agency: Ogilvy & Mather / Mumbai
Client: RNW Media Category: Online / Streaming Audio - Single or Campaign
Exclusive the Rainbow case study
Agency: DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client: Mars Wrigley Confectionery Category: Innovation in Cross-Platform / Integrated Branding
Did You Mean MailChimp?
Agency: Droga5 / New York + PHD / New York
Client: MailChimp Category: Innovation in Cross-Platform / Integrated Branding
The Humanium Metal Initiative
Agency: Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client: IM Swedish Development Partner Category: Innovation in Cross-Platform / Integrated Branding
Xbox Design Lab Originals: The Fanchise Model
Agency: McCann / London + MRM/McCann / London + Craft/McCann / London
Client: Microsoft Category: Innovation in Cross-Platform / Integrated Branding
Camelpower
Agency: TBWA\RAAD / Dubai
Client: Nissan Category: Innovation in Cross-Platform / Integrated Branding
Red Bull Music Festival Tokyo
Agency: Mori Inc. / Tokyo + TYMOTE / Tokyo + TYO drive / Tokyo
Client: Red Bull Category: Extended Campaign / Posters & Ambient Media
Converticals
Agency: BBDO / New York + BBDO Studios / New York + VisualCountry
Client: Lowe's Category: Craft / Art Direction
Made of Brazilian Summer
Agency: AlmapBBDO / São Paulo
Client: Alpargatas Category: Ambient Media (Indoor & Outdoor) / Billboards & Transit - Campaign
Award:
2018 Public Relations Merit Award
Agency:
BBDO / New York + The Corner Shop / New York
Client:
P&G
Title:
The Talk
Category:
Reputation Management
Annual ID:
OS_PR18061M
Award:
2018 Radio Merit Award
Agency:
Global Media and Entertainment / London
Client:
Harper Collins
Title:
Immersive Erotica
Category:
Craft / Sound Design - Single or Campaign
Annual ID:
OS_RA18064M
Award:
2018 Radio Merit Award
Agency:
Rothco | Accenture Interactive / Dublin
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Craft / Sound Design - Single or Campaign
Annual ID:
OS_RA18065M
Award:
2018 Radio Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg
Client:
Flight Centre
Title:
A.I.
Category:
Craft / Sound Design - Single or Campaign
Annual ID:
OS_RA18066M
Award:
2018 Radio Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg
Client:
Tiger Brands
Title:
Fly on the Wall
Category:
Craft / Sound Design - Single or Campaign
Annual ID:
OS_RA18067M
Award:
2018 Intellectual Property Merit Award
Agency:
AKQA / San Francisco
Client:
Activision
Title:
Destiny 2 Ghost Skill
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP18029M
Award:
2018 Intellectual Property Merit Award
Agency:
Droga5 / New York + PHD / New York
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP18030M
Award:
2018 Intellectual Property Merit Award
Agency:
F5 / Shanghai
Client:
Baidu
Title:
Know You Again
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP18031M
Award:
2018 Branded Entertainment Merit Award
Agency:
Host/Havas / Sydney
Client:
Defence Force Recruiting
Title:
VRecruitment
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE18103M
Award:
2018 Branded Entertainment Merit Award
Agency:
Spinifex Group / Torrance
Client:
Sir Elton John
Title:
Elton John - Farewell Yellow Brick Road Global Launch
Category:
Experiential / Virtual Reality (VR)
Annual ID:
OS_BE18104M
Award:
2018 Print & Outdoor Merit Award
Agency:
CHE Proximity / Australia
Client:
Swann Insurance
Title:
Inconvenience Stores
Category:
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Campaign
Annual ID:
OS_PO18154M
Award:
2018 Public Relations Merit Award
Agency:
McCann / New York
Client:
Mastercard
Title:
My First Purchase Exhibit
Category:
Internal Communications
Annual ID:
OS_PR18053M
Award:
2018 Public Relations Merit Award
Agency:
Wieden+Kennedy / Portland
Client:
KFC
Title:
Virtual Reality- The Hard Way
Category:
Internal Communications
Annual ID:
OS_PR18054M
Award:
2018 Film Merit Award
Agency:
BETC / Paris
Client:
Leroy Merlin
Title:
Life's adventure
Category:
Cinema Advertising
Annual ID:
OS_FI18105M
Award:
2018 Film Merit Award
Agency:
DDB Group New Zealand / Auckland
Client:
Lotto New Zealand
Title:
Armoured Truck
Category:
Cinema Advertising
Annual ID:
OS_FI18106M
Award:
2018 Film Merit Award
Agency:
Deutsch / Los Angeles + Lime Studios / Santa Monica + Motive Music / Santa Monica
Client:
Taco Bell
Title:
Web of Fries
Category:
Cinema Advertising
Annual ID:
OS_FI18107M
Award:
2018 Film Merit Award
Agency:
Grabarz & Partner Werbeagentur GmbH / Hamburg + Anorak FILM / Hamburg + NHB Video GmbH / Hamburg + Supreme Music GmbH / Hamburg
Client:
Volkswagen
Title:
Kid's Dreams
Category:
Cinema Advertising
Annual ID:
OS_FI18108M
Award:
2018 Film Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
Jagran Prakashan
Title:
Intensity
Category:
Cinema Advertising
Annual ID:
OS_FI18109M
Award:
2018 Film Merit Award
Agency:
Wieden+Kennedy / London + Time Based Arts / London + 750 MPH / London + Sounds & Sons / London
Client:
Honda
Title:
Dream Makers
Category:
Cinema Advertising
Annual ID:
OS_FI18110M
Award:
2018 Direct Marketing Merit Award
Agency:
AC mcgarrybowen / Mexico City + Americhip / Mexico City
Client:
Samsonite
Title:
Weight Tag
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18096M
Award:
2018 Direct Marketing Merit Award
Agency:
Geometry Global Japan / Tokyo
Client:
Saga City
Title:
The Edible Business Card
Category:
Craft / Printing / Production - Single or Campaign
Annual ID:
OS_DI18097M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Underwear
Category:
Guerrilla Marketing
Annual ID:
OS_DI18083M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + Fraser Muggeridge Studio / London
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Pad
Category:
Guerrilla Marketing
Annual ID:
OS_DI18084M
Award:
2018 Direct Marketing Merit Award
Agency:
AMV BBDO / London + LADbible / London
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Guerrilla Marketing
Annual ID:
OS_DI18085M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Guerrilla Marketing
Annual ID:
OS_DI18086M
Award:
2018 Direct Marketing Merit Award
Agency:
FCB / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Guerrilla Marketing
Annual ID:
OS_DI18087M
Award:
2018 Direct Marketing Merit Award
Agency:
GTB Brasil / São Paulo
Client:
Ford Motor Company
Title:
Safe Cap
Category:
Guerrilla Marketing
Annual ID:
OS_DI18088M
Award:
2018 Direct Marketing Merit Award
Agency:
INGO / Stockholm
Client:
Folkoperan
Title:
Unsuccessful ticket sample
Category:
Guerrilla Marketing
Annual ID:
OS_DI18089M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Guerrilla Marketing
Annual ID:
OS_DI18090M
Award:
2018 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
Paytm
Title:
Sweet Change
Category:
Guerrilla Marketing
Annual ID:
OS_DI18091M
Award:
2018 Direct Marketing Merit Award
Agency:
SID LEE / PARIS
Client:
HONDA
Title:
#hondanextdoor
Category:
Guerrilla Marketing
Annual ID:
OS_DI18092M
Award:
2018 Print & Outdoor Merit Award
Agency:
DDB Group Germany / Berlin
Client:
Volkswagen AG
Title:
Hiding Kids
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18182M
Award:
2018 Print & Outdoor Merit Award
Agency:
DDB South Africa / Bryanston
Client:
Commission for Gender Equality
Title:
HeShe
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18183M
Award:
2018 Print & Outdoor Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
EAST JAPAN RAILWAY COMPANY
Title:
Get Back, Tohoku.
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18184M
Award:
2018 Print & Outdoor Merit Award
Agency:
Energy BBDO / Chicago
Client:
Wm. Wrigley Jr. Company
Title:
The Curious Afterlife of a Tin - Esther's Tin
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18185M
Award:
2018 Print & Outdoor Merit Award
Agency:
Energy BBDO / Chicago
Client:
Wm. Wrigley Jr. Company
Title:
The Curious Afterlife of a Tin - Nikolas's Tin
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18186M
Award:
2018 Print & Outdoor Merit Award
Agency:
SHISEIDO CO., LTD. / Tokyo
Client:
SHISEIDO CO., LTD.
Title:
Makeup Tools
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18187M
Award:
2018 Print & Outdoor Merit Award
Agency:
TBWAMedia Arts Lab / Los Angeles
Client:
Apple
Title:
Portrait Mode Covers
Category:
Craft / Photography - Single or Campaign
Annual ID:
OS_PO18188M
Award:
2018 Intellectual Property Merit Award
Agency:
Hakuhodo Inc. / Tokyo + TBWA\HAKUHODO Inc. / Tokyo + HAKUHODO PRODUCT'S INC. / Tokyo + 1-10design, Inc. / Tokyo
Client:
Hakuhodo Incorporated
Title:
ELI / Wearable English Teacher
Category:
Experimental / Internal Projects / R&D
Annual ID:
OS_IP18032M
Award:
2018 Intellectual Property Merit Award
Agency:
SapientRazorfish / Chicago
Client:
Ronald McDonald House Charities
Title:
Blink: A language of love through light
Category:
Experimental / Internal Projects / R&D
Annual ID:
OS_IP18033M
Award:
2018 Radio Merit Award
Agency:
J. Walter Thompson Puerto Rico / San Juan
Client:
Susan G. Komen
Title:
Battle against cancer
Category:
Online / Streaming Audio - Single or Campaign
Annual ID:
OS_RA18051M
Award:
2018 Radio Merit Award
Agency:
Ogilvy & Mather / Mumbai
Client:
RNW Media
Title:
#NotMusicToMyEars
Category:
Online / Streaming Audio - Single or Campaign
Annual ID:
OS_RA18052M
Award:
2018 Cross-Platform Merit Award
Agency:
DDB / Chicago + Starcom / Chicago + Mediacom / Chicago + Olson Engage / Chicago
Client:
Mars Wrigley Confectionery
Title:
Exclusive the Rainbow case study
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18064M
Award:
2018 Cross-Platform Merit Award
Agency:
Droga5 / New York + PHD / New York
Client:
MailChimp
Title:
Did You Mean MailChimp?
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18065M
Award:
2018 Cross-Platform Merit Award
Agency:
Great Works / NoA / Stockholm + Åkestam Holst / NoA / Stockholm
Client:
IM Swedish Development Partner
Title:
The Humanium Metal Initiative
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18066M
Award:
2018 Cross-Platform Merit Award
Agency:
McCann / London + MRM/McCann / London + Craft/McCann / London
Client:
Microsoft
Title:
Xbox Design Lab Originals: The Fanchise Model
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18067M
Award:
2018 Cross-Platform Merit Award
Agency:
TBWA\RAAD / Dubai
Client:
Nissan
Title:
Camelpower
Category:
Innovation in Cross-Platform / Integrated Branding
Annual ID:
OS_CP18068M
Award:
2018 Print & Outdoor Merit Award
Agency:
Mori Inc. / Tokyo + TYMOTE / Tokyo + TYO drive / Tokyo
Client:
Red Bull
Title:
Red Bull Music Festival Tokyo
Category:
Extended Campaign / Posters & Ambient Media
Annual ID:
OS_PO18155M
Award:
2018 Mobile Merit Award
Agency:
BBDO / New York + BBDO Studios / New York + VisualCountry
Client:
Lowe's
Title:
Converticals
Category:
Craft / Art Direction
Annual ID:
OS_MO18066M
Award:
2018 Print & Outdoor Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Alpargatas
Title:
Made of Brazilian Summer
Category:
Ambient Media (Indoor & Outdoor) / Billboards & Transit - Campaign
Annual ID:
OS_PO18135M