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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Agency
Client
Title
Category
Annual ID
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA Category: Innovation in Health & Wellness
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Health & Wellness
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Promotional / Posters - Series
Be a Follower
Agency: Publicis Italy / Milan
Client: Diesel Category: Online Films & Video / Short Form - Campaign
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California Category: Innovation in Direct Marketing
The Tampon Book: a book against tax discrimination
Agency: Scholz & Friends / Berlin
Client: The Female Company Category: Innovation in Direct Marketing
The Impactful Reminder
Agency: Sid Lee / Montreal
Client: Vision Zero Project and the City of Montreal Category: Out of Home / Brand Installations
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Television & VOD / Short Form - Single
Stevenage Challenge
Agency: DAVID / Madrid + DAVID / Miami + Burger King / Miami
Client: Burger King Category: Innovation in Branded Entertainment
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Innovation in Branded Entertainment
Parkscapes
Agency: BBDO / Toronto + Flare BBDO / Toronto
Client: Regent Park School of Music Category: Innovation in Branded Entertainment
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Innovation in Branded Entertainment
The Gun Violence History Book
Agency: FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago
Client: Illinois Council Against Handgun Violence Category: Promotional Items / Booklets & Brochures
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Craft / Photography
Parkscapes
Agency: BBDO / Toronto + Flare BBDO / Toronto
Client: Regent Park School of Music Category: Innovation in Radio & Audio
Green Dawn
Agency: DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris
Client: Ubisoft Category: Innovation in Radio & Audio
Independents on 5th: Shoppable Holiday Windows
Agency: Goodby Silverstein & Partners / San Francisco + Standard Transmission / Brooklyn + Picture Farm / Brooklyn + Gattie and Lopez / New York
Client: PayPal Category: Craft / Art Direction
Air Max Graffiti Stores
Agency: AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client: Nike Category: Events / Stunts / Competitions
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California Category: Innovation in Out of Home
Air Max Graffiti Stores
Agency: AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client: Nike Category: Innovation in Out of Home
Go Back To Africa
Agency: FCB/SIX / Toronto
Client: Black & Abroad Category: Online Advertising / Display Ads
The Tampon Book: a book against tax discrimination
Agency: Scholz & Friends / Berlin
Client: The Female Company Category: Brand Voice
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Direct Marketing
The Tampon Book: a book against tax discrimination
Agency: Scholz & Friends / Berlin
Client: The Female Company Category: Direct Marketing
Go Back To Africa
Agency: FCB/SIX / Toronto
Client: Black & Abroad Category: Innovation in Social Media
Swipe Night
Agency: 72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles
Client: Tinder Category: Innovation in Social Media
Road Tales
Agency: Isobar / Amsterdam + Achtung! mcgarrybowen / Amsterdam
Client: Volkswagen Category: Responsive Environments
Crocodile Inside
Agency: BETC / Paris
Client: Lacoste Category: Television & VOD / Long Form - Single
Generation Lockdown
Agency: Hungry Man Productions / New York City + McCann / New York
Client: March For Our Lives Category: Television & VOD / Long Form - Single
The E.V.A. Initiative
Agency: Forsman & Bodenfors / Gothenburg
Client: Volvo Cars Category: Websites
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Billboards & Transit / Campaign
Pay It Forward
Agency: FCB Inferno / London
Client: The Big Issue Category: Physical Product & Mobile Integration
Dalí Lives
Agency: Goodby Silverstein & Partners / San Francisco + Thinking Box / Toronto
Client: The Dalí Museum Category: Craft / Use of Technology
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Utility
Project Understood
Agency: FCB / Toronto
Client: Google AI / Canadian Down Syndrome Category: Digital / Use of Technology
The Tampon Book: a book against tax discrimination
Agency: Scholz & Friends / Berlin
Client: The Female Company Category: Public Relations
Hankograph
Agency: GREY Tokyo / Shibuya-ku + TYO DINER / Minato-ku
Client: Wild Aid Category: Craft / Animation
Minnesota Twins 2019 Campaign
Agency: Carmichael Lynch / Minneapolis
Client: Minnesota Twins Category: Moving Image / Series
The Small Escape
Agency: Jung von Matt AG / Hamburg + Tempomedia Filmproduktion GmbH / Hamburg + BMW AG / München
Client: BMW AG Category: Long Form Video / Single
The Punishing Signal
Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client: Mumbai Police Category: Digital Experiential / Interactive Digital Installations
The Traffic Jam Whopper
Agency: We Believers / New York
Client: Burger King Mexico/Global Category: Creative Use of Data / Targeting
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Integrated Branding Campaign
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Games / Digital & Physical
Moldy Whopper
Agency: INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client: Burger King Category: Targeted Video / Targeted Online Video
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
McCann / Tel Aviv + McCann Worldgroup
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Health & Wellness
Annual ID:
OS_HW20_027G
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Health & Wellness
Annual ID:
OS_HW20_028G
Award:
2020 Design Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Promotional / Posters - Series
Annual ID:
OS_DE20_011G
Award:
2020 Film Gold Pencil
Agency:
Publicis Italy / Milan
Client:
Diesel
Title:
Be a Follower
Category:
Online Films & Video / Short Form - Campaign
Annual ID:
OS_FI20_019G
Award:
2020 Direct Marketing Gold Pencil
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_040G
Award:
2020 Direct Marketing Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Innovation in Direct Marketing
Annual ID:
OS_DI20_041G
Award:
2020 Design Gold Pencil
Agency:
Sid Lee / Montreal
Client:
Vision Zero Project and the City of Montreal
Title:
The Impactful Reminder
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE20_032G
Award:
2020 Film Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI20_002G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
DAVID / Madrid + DAVID / Miami + Burger King / Miami
Client:
Burger King
Title:
Stevenage Challenge
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_031G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_032G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
BBDO / Toronto + Flare BBDO / Toronto
Client:
Regent Park School of Music
Title:
Parkscapes
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_033G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_034G
Award:
2020 Print Gold Pencil
Agency:
FCB / Chicago + Illinois Council Against Handgun Violence / Chicago + Lord + Thomas / Chicago + The Mill / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
The Gun Violence History Book
Category:
Promotional Items / Booklets & Brochures
Annual ID:
OS_PT20_012G
Award:
2020 Out of Home Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Craft / Photography
Annual ID:
OS_OH20_026G
Award:
2020 Radio & Audio Gold Pencil
Agency:
BBDO / Toronto + Flare BBDO / Toronto
Client:
Regent Park School of Music
Title:
Parkscapes
Category:
Innovation in Radio & Audio
Annual ID:
OS_RA20_024G
Award:
2020 Radio & Audio Gold Pencil
Agency:
DDB, / Paris + Ubisoft / Paris + Studio 5 / Paris
Client:
Ubisoft
Title:
Green Dawn
Category:
Innovation in Radio & Audio
Annual ID:
OS_RA20_025G
Award:
2020 Mobile Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue
Title:
Pay It Forward
Category:
Utility / E-Commerce
Annual ID:
OS_MO20_008G
Award:
2020 Direct Marketing Gold Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Standard Transmission / Brooklyn + Picture Farm / Brooklyn + Gattie and Lopez / New York
Client:
PayPal
Title:
Independents on 5th: Shoppable Holiday Windows
Category:
Craft / Art Direction
Annual ID:
OS_DI20_030G
Award:
2020 Experiential & Immersive Gold Pencil
Agency:
AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client:
Nike
Title:
Air Max Graffiti Stores
Category:
Events / Stunts / Competitions
Annual ID:
OS_EX20_002G
Award:
2020 Out of Home Gold Pencil
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Out of Home
Annual ID:
OS_OH20_030G
Award:
2020 Out of Home Gold Pencil
Agency:
AKQA / São Paulo + Zohar Cinema / São Paulo + Hefty / São Paulo
Client:
Nike
Title:
Air Max Graffiti Stores
Category:
Innovation in Out of Home
Annual ID:
OS_OH20_031G
Award:
2020 Interactive & Online Gold Pencil
Agency:
FCB/SIX / Toronto
Client:
Black & Abroad
Title:
Go Back To Africa
Category:
Online Advertising / Display Ads
Annual ID:
OS_IN20_013G
Award:
2020 Public Relations Gold Pencil
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
#SpotifyWrapped
Category:
Brand Voice
Annual ID:
OS_PR20_010G
Award:
2020 Public Relations Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Brand Voice
Annual ID:
OS_PR20_011G
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Direct Marketing
Annual ID:
OS_HW20_001G
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Direct Marketing
Annual ID:
OS_HW20_009G
Award:
2020 Social Media Gold Pencil
Agency:
FCB/SIX / Toronto
Client:
Black & Abroad
Title:
Go Back To Africa
Category:
Innovation in Social Media
Annual ID:
OS_SM20_034G
Award:
2020 Social Media Gold Pencil
Agency:
72andSunny / Los Angeles + Tinder / Los Angeles + M ss ng P eces / Los Angeles
Client:
Tinder
Title:
Swipe Night
Category:
Innovation in Social Media
Annual ID:
OS_SM20_035G
Award:
2020 Moving Image Craft Gold Pencil
Agency:
BETC / Paris
Client:
Lacoste
Title:
Crocodile Inside
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_020G
Award:
2020 Experiential & Immersive Gold Pencil
Agency:
Isobar / Amsterdam + Achtung! mcgarrybowen / Amsterdam
Client:
Volkswagen
Title:
Road Tales
Category:
Responsive Environments
Annual ID:
OS_EX20_011G
Award:
2020 Film Gold Pencil
Agency:
BETC / Paris
Client:
Lacoste
Title:
Crocodile Inside
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_007G
Award:
2020 Film Gold Pencil
Agency:
Hungry Man Productions / New York City + McCann / New York
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_008G
Award:
2020 Interactive & Online Gold Pencil
Agency:
Forsman & Bodenfors / Gothenburg
Client:
Volvo Cars
Title:
The E.V.A. Initiative
Category:
Websites
Annual ID:
OS_IN20_001G
Award:
2020 Interactive & Online Gold Pencil
Agency:
Ben Feist / Toronto
Client:
Self
Title:
Apollo in Real Time
Category:
Websites
Annual ID:
OS_IN20_002G
Award:
2020 Out of Home Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Billboards & Transit / Campaign
Annual ID:
OS_OH20_001G
Award:
2020 Mobile Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue
Title:
Pay It Forward
Category:
Physical Product & Mobile Integration
Annual ID:
OS_MO20_019G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
Goodby Silverstein & Partners / San Francisco + Thinking Box / Toronto
Client:
The Dalí Museum
Title:
Dalí Lives
Category:
Craft / Use of Technology
Annual ID:
OS_BE20_030G
Award:
2020 Mobile Gold Pencil
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Utility
Annual ID:
OS_MO20_006G
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
FCB / Toronto
Client:
Google AI / Canadian Down Syndrome
Title:
Project Understood
Category:
Digital / Use of Technology
Annual ID:
OS_HW20_018G
Award:
2020 Health, Wellness & Pharma Gold Pencil
Agency:
Scholz & Friends / Berlin
Client:
The Female Company
Title:
The Tampon Book: a book against tax discrimination
Category:
Public Relations
Annual ID:
OS_HW20_023G
Award:
2020 Design Gold Pencil
Agency:
Ogilvy / London
Client:
Sipsmith
Title:
Mr Swan
Category:
Craft / Animation
Annual ID:
OS_DE20_052G
Award:
2020 Design Gold Pencil
Agency:
GREY Tokyo / Shibuya-ku + TYO DINER / Minato-ku
Client:
Wild Aid
Title:
Hankograph
Category:
Craft / Animation
Annual ID:
OS_DE20_053G
Award:
2020 Design Gold Pencil
Agency:
Carmichael Lynch / Minneapolis
Client:
Minnesota Twins
Title:
Minnesota Twins 2019 Campaign
Category:
Moving Image / Series
Annual ID:
OS_DE20_041G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
Jung von Matt AG / Hamburg + Tempomedia Filmproduktion GmbH / Hamburg + BMW AG / München
Client:
BMW AG
Title:
The Small Escape
Category:
Long Form Video / Single
Annual ID:
OS_BE20_006G
Award:
2020 Interactive & Online Gold Pencil
Agency:
FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client:
Mumbai Police
Title:
The Punishing Signal
Category:
Digital Experiential / Interactive Digital Installations
Annual ID:
OS_IN20_020G
Award:
2020 Creative Use of Data Gold Pencil
Agency:
We Believers / New York
Client:
Burger King Mexico/Global
Title:
The Traffic Jam Whopper
Category:
Creative Use of Data / Targeting
Annual ID:
OS_CU20_004G
Award:
2020 Integrated Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_001G
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_018G
Award:
2020 Direct Marketing Gold Pencil
Agency:
INGO / Stockholm + DAVID / Miami + Publicis / Bucharest + Burger King / Miami
Client:
Burger King
Title:
Moldy Whopper
Category:
Targeted Video / Targeted Online Video
Annual ID:
OS_DI20_009G
Award:
2020 Digital Craft Gold Pencil
Agency:
Wunderman Thompson UK / London
Client:
BT Sport
Title:
Unscripted
Category:
Creative Use of Data
Annual ID:
OS_DC20_009G