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 Book That Grew
Agency: Rothco, part of Accenture Interactive / Dublin
Client: AIB Category: Craft / Printing / Production
Hell-P
Agency: Kolle Rebbe GmbH / Hamburg
Client: Warner Music Central Europe Category: Craft / Printing / Production
The War Siren Test
Agency: Jung von Matt/Limmat / Zurich
Client: Amnesty International Switzerland Category: Experiential / Live Events
#SayYesToEurope
Agency: Kolle Rebbe GmbH / Hamburg
Client: Deutsche Lufthansa AG Category: Experiential / Live Events
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California Category: Experiential / Live Events
JFK Moonshot
Agency: Digitas / Boston + Unit 9 / London
Client: JFK Presidential Library and Museum Category: Experiential / Live Events
A Hard Pill To Swallow
Agency: Åkestam Holst NoA / Stockholm
Client: Apotek Hjärtat Category: Physical Items
SmartWax
Agency: McCann / Melbourne
Client: Clean Ocean Foundation Australia Category: Physical Items
Edchup
Agency: DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London
Client: Kraft Heinz Category: Physical Items
Pour Perfectly
Agency: Rethink / Toronto + Fuze Reps / Toronto + Crimson Fish / Toronto + Alter Ego / Toronto
Client: Kraft Heinz Canada Category: Physical Items
World's Slowest Pizza Delivery
Agency: Ogilvy / Chicago + Sargento / Plymouth
Client: Sargento Category: Physical Items
Abbey Road with Park Assist
Agency: NORD DDB / Stockholm
Client: Volkswagen Sweden Category: Physical Items
Flipkart Hagglebot
Agency: Dentsu Webchutney / Bengaluru
Client: Flipkart Internet Private Limited Category: Digital & Online / Use of Smart Devices & Voice Assistants
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Digital & Online / Use of Smart Devices & Voice Assistants
The Traffic Jam Whopper
Agency: We Believers / New York
Client: Burger King Mexico/Global Category: Craft / Use of Technology
Piracy Blockr
Agency: Ogilvy / Shanghai + ARMA Global Media Development / Shanghai + The Visual Asylum / Sydney
Client: FocusFilm Media Category: Craft / Use of Technology
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Craft / Use of Technology
Invasion #withGalaxy
Agency: R/GA / New York
Client: Samsung Electronics America Category: Craft / Use of Technology
Fatal Recognition
Agency: Cheil / Hong Kong
Client: The Hong Kong Stroke Association Category: Craft / Use of Technology
Remembrance Island
Agency: Wunderman Thompson / Toronto
Client: The Royal Canadian Legion Category: Craft / Use of Technology
The Puck
Agency: Grey Canada / Toronto + Current Studios / Brooklyn
Client: ADIABC - Diabetes Association of ABC Category: Innovation in Direct Marketing
adidas Operation AirDrop
Agency: Jam3 / Toronto
Client: Adidas Category: Innovation in Direct Marketing
Instrument of Hope
Agency: Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York
Client: Shine/MSD Category: Innovation in Direct Marketing
Truck Art Childfinder
Agency: Impact BBDO / Dubai + BBDO Pakistan / Lahore + Samar Minallah Khan / Islamabad
Client: Berger Paints Category: Craft / Art Direction
Cards of Acknowledgement
Agency: MRM / London
Client: Miscarriage Association Category: Craft / Writing
The never-ending commercial
Agency: BETC / Paris
Client: Bouygues Telecom Category: Targeted Video / Targeted Online Video
Burn Racist Giga
Agency: Serviceplan Group Italia Srl / Milano + Serviceplan Italia Srl / Milano + Plan.Net Italia Srl / Milano + Inmediato Mediaplus Srl / Milano
Client: Rolling Stone Magazine Italia Category: Targeted Video / Targeted Online Video
Swipe Night
Agency: 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles
Client: Tinder Category: Targeted Video / Targeted Online Video
CODE NAME: URI
Agency: Dentsu Webchutney / Mumbai
Client: TRIGGER HAPPY ENTERTAINMENT Category: Targeted Video / Targeted Online Video
Waiting Wins
Agency: Havas Village / Geneva
Client: CANAL+ Category: Craft / Data-Driven Personalization
Your 2019 Wrapped
Agency: Spotify In-House / New York
Client: Spotify Category: Craft / Data-Driven Personalization
Black Friday (Re)Sale
Agency: Hjaltelin Stahl / Copenhagen K
Client: IKEA Denmark Category: Digital & Online / Banners & Pop-ups
A Season of Stories
Agency: Ogilvy / London
Client: Formula 1 Category: Digital & Online / Email & Newsletters
adidas Operation AirDrop
Agency: Jam3 / Toronto
Client: Adidas Category: Non-traditional & Guerrilla Marketing
A Hard Pill To Swallow
Agency: Åkestam Holst NoA / Stockholm
Client: Apotek Hjärtat Category: Non-traditional & Guerrilla Marketing
Raven Mail
Agency: FCB / Chicago + Cutters / Chicago + Dictionary / Chicago + Levinson Locations / Chicago
Client: Chicago Humanities Festival Category: Non-traditional & Guerrilla Marketing
Grave of Thrones
Agency: DDB / Sydney + Revolver/Will O'Rourke / Sydney + Mango Communications / Sydney
Client: Foxtel Category: Non-traditional & Guerrilla Marketing
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Non-traditional & Guerrilla Marketing
Maurten Unofficial
Agency: Åkestam Holst NoA / Stockholm
Client: Maurten Category: Non-traditional & Guerrilla Marketing
Cantroller
Agency: DDB / Chicago
Client: Miller Lite Category: Non-traditional & Guerrilla Marketing
Ka'Wine & Dine
Agency: Rethink / Toronto
Client: Raptors Republic Category: Non-traditional & Guerrilla Marketing
World's Slowest Pizza Delivery
Agency: Ogilvy / Chicago + Sargento / Plymouth
Client: Sargento Category: Non-traditional & Guerrilla Marketing
Instrument of Hope
Agency: Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York
Client: Shine/MSD Category: Non-traditional & Guerrilla Marketing
Green Dawn
Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris
Client: Ubisoft Category: Non-traditional & Guerrilla Marketing
Stevenage Challenge
Agency: DAVID / Madrid + DAVID / Miami + Burger King / Miami
Client: Burger King Category: Integrated Campaign
Award:
2020 Direct Marketing Merit Award
Agency:
Rothco, part of Accenture Interactive / Dublin
Client:
AIB
Title:
The Book That Grew
Category:
Craft / Printing / Production
Annual ID:
OS_DI20_119M
Award:
2020 Direct Marketing Merit Award
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Warner Music Central Europe
Title:
Hell-P
Category:
Craft / Printing / Production
Annual ID:
OS_DI20_120M
Award:
2020 Direct Marketing Merit Award
Agency:
Jung von Matt/Limmat / Zurich
Client:
Amnesty International Switzerland
Title:
The War Siren Test
Category:
Experiential / Live Events
Annual ID:
OS_DI20_070M
Award:
2020 Direct Marketing Merit Award
Agency:
Kolle Rebbe GmbH / Hamburg
Client:
Deutsche Lufthansa AG
Title:
#SayYesToEurope
Category:
Experiential / Live Events
Annual ID:
OS_DI20_071M
Award:
2020 Direct Marketing Merit Award
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Experiential / Live Events
Annual ID:
OS_DI20_072M
Award:
2020 Direct Marketing Merit Award
Agency:
Digitas / Boston + Unit 9 / London
Client:
JFK Presidential Library and Museum
Title:
JFK Moonshot
Category:
Experiential / Live Events
Annual ID:
OS_DI20_073M
Award:
2020 Direct Marketing Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Apotek Hjärtat
Title:
A Hard Pill To Swallow
Category:
Physical Items
Annual ID:
OS_DI20_046M
Award:
2020 Direct Marketing Merit Award
Agency:
McCann / Melbourne
Client:
Clean Ocean Foundation Australia
Title:
SmartWax
Category:
Physical Items
Annual ID:
OS_DI20_047M
Award:
2020 Direct Marketing Merit Award
Agency:
DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London
Client:
Kraft Heinz
Title:
Edchup
Category:
Physical Items
Annual ID:
OS_DI20_048M
Award:
2020 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Fuze Reps / Toronto + Crimson Fish / Toronto + Alter Ego / Toronto
Client:
Kraft Heinz Canada
Title:
Pour Perfectly
Category:
Physical Items
Annual ID:
OS_DI20_049M
Award:
2020 Direct Marketing Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Maurten
Title:
Maurten Unofficial
Category:
Physical Items
Annual ID:
OS_DI20_050M
Award:
2020 Direct Marketing Merit Award
Agency:
Ogilvy / Chicago + Sargento / Plymouth
Client:
Sargento
Title:
World's Slowest Pizza Delivery
Category:
Physical Items
Annual ID:
OS_DI20_051M
Award:
2020 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Volkswagen Sweden
Title:
Abbey Road with Park Assist
Category:
Physical Items
Annual ID:
OS_DI20_052M
Award:
2020 Direct Marketing Merit Award
Agency:
Dentsu Webchutney / Bengaluru
Client:
Flipkart Internet Private Limited
Title:
Flipkart Hagglebot
Category:
Digital & Online / Use of Smart Devices & Voice Assistants
Annual ID:
OS_DI20_098M
Award:
2020 Direct Marketing Merit Award
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Digital & Online / Use of Smart Devices & Voice Assistants
Annual ID:
OS_DI20_099M
Award:
2020 Direct Marketing Merit Award
Agency:
Jam3 / Toronto
Client:
Adidas
Title:
adidas Operation AirDrop
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_121M
Award:
2020 Direct Marketing Merit Award
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_122M
Award:
2020 Direct Marketing Merit Award
Agency:
Ogilvy / Shanghai + ARMA Global Media Development / Shanghai + The Visual Asylum / Sydney
Client:
FocusFilm Media
Title:
Piracy Blockr
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_123M
Award:
2020 Direct Marketing Merit Award
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_124M
Award:
2020 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Samsung Electronics America
Title:
Invasion #withGalaxy
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_125M
Award:
2020 Direct Marketing Merit Award
Agency:
Cheil / Hong Kong
Client:
The Hong Kong Stroke Association
Title:
Fatal Recognition
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_126M
Award:
2020 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Toronto
Client:
The Royal Canadian Legion
Title:
Remembrance Island
Category:
Craft / Use of Technology
Annual ID:
OS_DI20_127M
Award:
2020 Direct Marketing Merit Award
Agency:
Grey Canada / Toronto + Current Studios / Brooklyn
Client:
ADIABC - Diabetes Association of ABC
Title:
The Puck
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_130M
Award:
2020 Direct Marketing Merit Award
Agency:
Jam3 / Toronto
Client:
Adidas
Title:
adidas Operation AirDrop
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_131M
Award:
2020 Direct Marketing Merit Award
Agency:
MullenLowe / US
Client:
Burger King
Title:
Twitter Bait
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_132M
Award:
2020 Direct Marketing Merit Award
Agency:
DDB / Chicago
Client:
Miller Lite
Title:
Cantroller
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_133M
Award:
2020 Direct Marketing Merit Award
Agency:
Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York
Client:
Shine/MSD
Title:
Instrument of Hope
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_134M
Award:
2020 Direct Marketing Merit Award
Agency:
Impact BBDO / Dubai + BBDO Pakistan / Lahore + Samar Minallah Khan / Islamabad
Client:
Berger Paints
Title:
Truck Art Childfinder
Category:
Craft / Art Direction
Annual ID:
OS_DI20_117M
Award:
2020 Direct Marketing Merit Award
Agency:
MRM / London
Client:
Miscarriage Association
Title:
Cards of Acknowledgement
Category:
Craft / Writing
Annual ID:
OS_DI20_118M
Award:
2020 Direct Marketing Merit Award
Agency:
BETC / Paris
Client:
Bouygues Telecom
Title:
The never-ending commercial
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_060M
Award:
2020 Direct Marketing Merit Award
Agency:
Serviceplan Group Italia Srl / Milano + Serviceplan Italia Srl / Milano + Plan.Net Italia Srl / Milano + Inmediato Mediaplus Srl / Milano
Client:
Rolling Stone Magazine Italia
Title:
Burn Racist Giga
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_061M
Award:
2020 Direct Marketing Merit Award
Agency:
72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles
Client:
Tinder
Title:
Swipe Night
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_062M
Award:
2020 Direct Marketing Merit Award
Agency:
Dentsu Webchutney / Mumbai
Client:
TRIGGER HAPPY ENTERTAINMENT
Title:
CODE NAME: URI
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_063M
Award:
2020 Direct Marketing Merit Award
Agency:
Havas Village / Geneva
Client:
CANAL+
Title:
Waiting Wins
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DI20_128M
Award:
2020 Direct Marketing Merit Award
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
Your 2019 Wrapped
Category:
Craft / Data-Driven Personalization
Annual ID:
OS_DI20_129M
Award:
2020 Direct Marketing Merit Award
Agency:
Hjaltelin Stahl / Copenhagen K
Client:
IKEA Denmark
Title:
Black Friday (Re)Sale
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS_DI20_086M
Award:
2020 Direct Marketing Merit Award
Agency:
Ogilvy / London
Client:
Formula 1
Title:
A Season of Stories
Category:
Digital & Online / Email & Newsletters
Annual ID:
OS_DI20_085M
Award:
2020 Direct Marketing Merit Award
Agency:
Jam3 / Toronto
Client:
Adidas
Title:
adidas Operation AirDrop
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_100M
Award:
2020 Direct Marketing Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Apotek Hjärtat
Title:
A Hard Pill To Swallow
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_101M
Award:
2020 Direct Marketing Merit Award
Agency:
INGO / Stockholm
Client:
Burger King
Title:
50/50
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_102M
Award:
2020 Direct Marketing Merit Award
Agency:
FCB / Chicago + Cutters / Chicago + Dictionary / Chicago + Levinson Locations / Chicago
Client:
Chicago Humanities Festival
Title:
Raven Mail
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_103M
Award:
2020 Direct Marketing Merit Award
Agency:
DDB / Sydney + Revolver/Will O'Rourke / Sydney + Mango Communications / Sydney
Client:
Foxtel
Title:
Grave of Thrones
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_104M
Award:
2020 Direct Marketing Merit Award
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_105M
Award:
2020 Direct Marketing Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Maurten
Title:
Maurten Unofficial
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_106M
Award:
2020 Direct Marketing Merit Award
Agency:
DDB / Chicago
Client:
Miller Lite
Title:
Cantroller
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_107M
Award:
2020 Direct Marketing Merit Award
Agency:
Rethink / Toronto
Client:
Raptors Republic
Title:
Ka'Wine & Dine
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_108M
Award:
2020 Direct Marketing Merit Award
Agency:
Ogilvy / Chicago + Sargento / Plymouth
Client:
Sargento
Title:
World's Slowest Pizza Delivery
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_109M
Award:
2020 Direct Marketing Merit Award
Agency:
Publicis North America / New York + Ritmika Audio Arts / Sao Paulo + Nice Pixles / New York
Client:
Shine/MSD
Title:
Instrument of Hope
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_110M
Award:
2020 Direct Marketing Merit Award
Agency:
DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris
Client:
Ubisoft
Title:
Green Dawn
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_111M
Award:
2020 Direct Marketing Merit Award
Agency:
DAVID / Madrid + DAVID / Miami + Burger King / Miami
Client:
Burger King
Title:
Stevenage Challenge
Category:
Integrated Campaign
Annual ID:
OS_DI20_112M
