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
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives Category: Brand Voice
Out and Proud Classified
Agency: FCBIndia Advertising LLP / Gurgaon
Client: The Times Of India Category: Brand Voice
Delivering Hope
Agency: MRM//McCann / New York
Client: United States Postal Service Category: Brand Voice
Love Calls Back
Agency: McCann / New York + Verizon / Baskin Ridge
Client: Verizon Category: Brand Voice
The Team That Wouldn't Be Here
Agency: McCann / New York + Verizon / Baskin Ridge + Film Forites / Los Angeles + JSM Music / New York
Client: Verizon Category: Brand Voice
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California Category: Direct Marketing
Near Miss Memorials
Agency: DDB Group New Zealand / Auckland
Client: Kiwirail Category: Direct Marketing
Life Lolli - A lollipop designed to save lives
Agency: BBDO GmbH / Duesseldorf
Client: KMSZ - Bone Marrow Donation Center Category: Direct Marketing
The Punishing Signal
Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client: Mumbai Police Category: Direct Marketing
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client: Nestlé Purina Pet Care Category: Direct Marketing
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client: Vice UK Category: Direct Marketing
The Hidden Essence
Agency: SHA inc. / TOKYO
Client: NHK (Japan Broadcasting Corporation) Category: Craft / Typography
Great Stories Are Timeless
Agency: DDB NY / New York
Client: Tribeca Film Festival Category: Craft / Typography
Introducing iPhone 11
Agency: Apple / Cupertino + Somesuch / LA + Cosmo Street / LA + Framestore / LA
Client: Apple Category: Use of Music / Licensed / Adapted Music
FREE INITIATIVE
Agency: Taproot Dentsu / Mumbai
Client: FREE PRESS JOURNAL Category: Editorial / Magazines & Newspapers
The Non-Issue
Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London
Client: L'Oréal Paris Category: Editorial / Magazines & Newspapers
The Last Statement T-shirt
Agency: VIRTUE / Copenhagen
Client: Carlings Category: Innovation in Social Media
Voice of Hunger
Agency: Dentsu Webchutney / Bengaluru
Client: Swiggy (Bundl Technologies Private Limited) Category: Innovation in Social Media
The Prayer
Agency: The Odd Number / Johannesburg + Brand South Arica / Johannesburg
Client: Brand South Africa Category: Craft - Cinematography / Single
Enjoy Electric - EQC x The Weeknd
Agency: Mercedes-Benz / Stuttgart + antoni garage GmbH / Berlin + Iconoclast Germany GmbH / Berlin + nhb Studios / Berlin
Client: Mercedes-Benz AG Category: Craft - Cinematography / Single
Escape
Agency: Leo Burnett / Madrid + Blur / Madrid + The Lobby / Madrid + Pernod Ricard / Madrid
Client: PERNOD RICARD - RUAVIEJA Category: Craft - Cinematography / Single
SickKids VS - This Is Why
Agency: Cossette / Toronto + Scouts Honour / Toronto
Client: SickKids Foundation Category: Craft - Cinematography / Single
A Space for Being
Agency: Google LLC / Mountain view
Client: Google Inc Category: Responsive Environments
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft Category: Responsive Environments
The Punishing Signal
Agency: FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client: Mumbai Police Category: Responsive Environments
Conference
Agency: Droga5 / London + Somesuch / London
Client: Amazon Prime Video Category: Television & VOD / Long Form - Single
Shot on iPhone 11 Pro - Snowbrawl
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Television & VOD / Long Form - Single
Holiday - The Surprise
Agency: TBWA\Media Arts Lab / Los Angeles + Smuggler / Los Angeles
Client: Apple Category: Television & VOD / Long Form - Single
Shot on iPhone 11 Pro - CNY - Daughter
Agency: TBWA\Media Arts Lab / Shanghai + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Television & VOD / Long Form - Single
Behind the Music. Behind the Mac
Agency: TBWA\Media Arts Lab / London
Client: Apple Category: Television & VOD / Long Form - Single
Book of Dreams
Agency: The&Partnership / London + Stink / London + MPC / London + Grand Central Recording Studio / London
Client: Argos Category: Television & VOD / Long Form - Single
Cool Ranch :90
Agency: Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
Client: Doritos Category: Television & VOD / Long Form - Single
Cool Ranch :60
Agency: Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client: Doritos Category: Television & VOD / Long Form - Single
C'est magnifique
Agency: Romance / Paris + Intermarché / Paris
Client: Intermarché Category: Television & VOD / Long Form - Single
Excitable Edgar
Agency: adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client: John Lewis & Partners and Waitrose & Partners Category: Television & VOD / Long Form - Single
This is how it feels
Agency: Anorak / NoA / Oslo
Client: Komplett Category: Television & VOD / Long Form - Single
Rebuild the world
Agency: BETC / Paris + Lego agency / Paris
Client: Lego Category: Television & VOD / Long Form - Single
Here's Mountain Dew Zero
Agency: TBWA\Chiat\Day / New York + MJZ / New York
Client: Mountain Dew Category: Television & VOD / Long Form - Single
An Open Mind is the Best Look
Agency: Droga5 / New York
Client: Nordstrom Category: Television & VOD / Long Form - Single
Nicholas the Sweep
Agency: Sainsbury's / London + Wieden+Kennedy / London
Client: Sainsbury's Category: Television & VOD / Long Form - Single
Read Yourself Better
Agency: The&Partnership / New York
Client: The Wall Street Journal Category: Television & VOD / Long Form - Single
A Holiday Reunion
Agency: Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client: Xfinity Category: Television & VOD / Long Form - Single
Cool Ranch
Agency: Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client: Doritos Category: Online Films & Video / Varying Length Campaign
Let's Be Kids
Agency: Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client: Fisher-Price Category: Online Films & Video / Varying Length Campaign
Sport The Unexpected
Agency: Venables Bell & Partners / San Francisco
Client: Reebok Category: Online Films & Video / Varying Length Campaign
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
Ponce / Buenos Aires
Client:
Nestle Waters
Title:
Calmentaries
Category:
Radio & Audio
Annual ID:
OS_HW20_087M
Award:
2020 Public Relations Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kellogg's
Title:
All Together Cereal
Category:
Brand Voice
Annual ID:
OS_PR20_047M
Award:
2020 Public Relations Merit Award
Agency:
McCann / New York + March For Our Lives / Parkland
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Brand Voice
Annual ID:
OS_PR20_048M
Award:
2020 Public Relations Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Sons #ShareTheLoad
Category:
Brand Voice
Annual ID:
OS_PR20_049M
Award:
2020 Public Relations Merit Award
Agency:
FCBIndia Advertising LLP / Gurgaon
Client:
The Times Of India
Title:
Out and Proud Classified
Category:
Brand Voice
Annual ID:
OS_PR20_050M
Award:
2020 Public Relations Merit Award
Agency:
MRM//McCann / New York
Client:
United States Postal Service
Title:
Delivering Hope
Category:
Brand Voice
Annual ID:
OS_PR20_051M
Award:
2020 Public Relations Merit Award
Agency:
McCann / New York + Verizon / Baskin Ridge
Client:
Verizon
Title:
Love Calls Back
Category:
Brand Voice
Annual ID:
OS_PR20_052M
Award:
2020 Public Relations Merit Award
Agency:
McCann / New York + Verizon / Baskin Ridge + Film Forites / Los Angeles + JSM Music / New York
Client:
Verizon
Title:
The Team That Wouldn't Be Here
Category:
Brand Voice
Annual ID:
OS_PR20_053M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client:
Donate Life California
Title:
Second Chances
Category:
Direct Marketing
Annual ID:
OS_HW20_042M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
DDB Group New Zealand / Auckland
Client:
Kiwirail
Title:
Near Miss Memorials
Category:
Direct Marketing
Annual ID:
OS_HW20_043M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
BBDO GmbH / Duesseldorf
Client:
KMSZ - Bone Marrow Donation Center
Title:
Life Lolli - A lollipop designed to save lives
Category:
Direct Marketing
Annual ID:
OS_HW20_044M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client:
Mumbai Police
Title:
The Punishing Signal
Category:
Direct Marketing
Annual ID:
OS_HW20_045M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Direct Marketing
Annual ID:
OS_HW20_046M
Award:
2020 Health, Wellness & Pharma Merit Award
Agency:
McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Direct Marketing
Annual ID:
OS_HW20_047M
Award:
2020 Print Merit Award
Agency:
SHA inc. / TOKYO
Client:
NHK (Japan Broadcasting Corporation)
Title:
The Hidden Essence
Category:
Craft / Typography
Annual ID:
OS_PT20_090M
Award:
2020 Print Merit Award
Agency:
DDB NY / New York
Client:
Tribeca Film Festival
Title:
Great Stories Are Timeless
Category:
Craft / Typography
Annual ID:
OS_PT20_091M
Award:
2020 Moving Image Craft Merit Award
Agency:
Apple / Cupertino + Somesuch / LA + Cosmo Street / LA + Framestore / LA
Client:
Apple
Title:
Introducing iPhone 11
Category:
Use of Music / Licensed / Adapted Music
Annual ID:
OS_MI20_109M
Award:
2020 Design Merit Award
Agency:
Taproot Dentsu / Mumbai
Client:
FREE PRESS JOURNAL
Title:
FREE INITIATIVE
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS_DE20_098M
Award:
2020 Design Merit Award
Agency:
McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London
Client:
L'Oréal Paris
Title:
The Non-Issue
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS_DE20_099M
Award:
2020 Social Media Merit Award
Agency:
VIRTUE / Copenhagen
Client:
Carlings
Title:
The Last Statement T-shirt
Category:
Innovation in Social Media
Annual ID:
OS_SM20_108M
Award:
2020 Social Media Merit Award
Agency:
Dentsu Webchutney / Bengaluru
Client:
Swiggy (Bundl Technologies Private Limited)
Title:
Voice of Hunger
Category:
Innovation in Social Media
Annual ID:
OS_SM20_109M
Award:
2020 Moving Image Craft Merit Award
Agency:
The Odd Number / Johannesburg + Brand South Arica / Johannesburg
Client:
Brand South Africa
Title:
The Prayer
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_078M
Award:
2020 Moving Image Craft Merit Award
Agency:
AMV BBDO / London
Client:
Guinness
Title:
The Purse
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_079M
Award:
2020 Moving Image Craft Merit Award
Agency:
Mercedes-Benz / Stuttgart + antoni garage GmbH / Berlin + Iconoclast Germany GmbH / Berlin + nhb Studios / Berlin
Client:
Mercedes-Benz AG
Title:
Enjoy Electric - EQC x The Weeknd
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_080M
Award:
2020 Moving Image Craft Merit Award
Agency:
Leo Burnett / Madrid + Blur / Madrid + The Lobby / Madrid + Pernod Ricard / Madrid
Client:
PERNOD RICARD - RUAVIEJA
Title:
Escape
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_081M
Award:
2020 Moving Image Craft Merit Award
Agency:
Cossette / Toronto + Scouts Honour / Toronto
Client:
SickKids Foundation
Title:
SickKids VS - This Is Why
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI20_082M
Award:
2020 Experiential & Immersive Merit Award
Agency:
Google LLC / Mountain view
Client:
Google Inc
Title:
A Space for Being
Category:
Responsive Environments
Annual ID:
OS_EX20_055M
Award:
2020 Experiential & Immersive Merit Award
Agency:
McCann / New York + Microsoft / Seattle
Client:
Microsoft
Title:
Changing the Game
Category:
Responsive Environments
Annual ID:
OS_EX20_056M
Award:
2020 Experiential & Immersive Merit Award
Agency:
FCBIndia Advertising LLP / Mumbai + FCB Global / New York
Client:
Mumbai Police
Title:
The Punishing Signal
Category:
Responsive Environments
Annual ID:
OS_EX20_057M
Award:
2020 Film Merit Award
Agency:
Droga5 / London + Somesuch / London
Client:
Amazon Prime Video
Title:
Conference
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_053M
Award:
2020 Film Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Shot on iPhone 11 Pro - Snowbrawl
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_054M
Award:
2020 Film Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Smuggler / Los Angeles
Client:
Apple
Title:
Holiday - The Surprise
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_055M
Award:
2020 Film Merit Award
Agency:
TBWA\Media Arts Lab / Shanghai + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Shot on iPhone 11 Pro - CNY - Daughter
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_056M
Award:
2020 Film Merit Award
Agency:
TBWA\Media Arts Lab / London
Client:
Apple
Title:
Behind the Music. Behind the Mac
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_057M
Award:
2020 Film Merit Award
Agency:
The&Partnership / London + Stink / London + MPC / London + Grand Central Recording Studio / London
Client:
Argos
Title:
Book of Dreams
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_058M
Award:
2020 Film Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
Client:
Doritos
Title:
Cool Ranch :90
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_059M
Award:
2020 Film Merit Award
Agency:
Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client:
Doritos
Title:
Cool Ranch :60
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_060M
Award:
2020 Film Merit Award
Agency:
Romance / Paris + Intermarché / Paris
Client:
Intermarché
Title:
C'est magnifique
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_061M
Award:
2020 Film Merit Award
Agency:
adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client:
John Lewis & Partners and Waitrose & Partners
Title:
Excitable Edgar
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_062M
Award:
2020 Film Merit Award
Agency:
Anorak / NoA / Oslo
Client:
Komplett
Title:
This is how it feels
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_063M
Award:
2020 Film Merit Award
Agency:
BETC / Paris + Lego agency / Paris
Client:
Lego
Title:
Rebuild the world
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_064M
Award:
2020 Film Merit Award
Agency:
TBWA\Chiat\Day / New York + MJZ / New York
Client:
Mountain Dew
Title:
Here's Mountain Dew Zero
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_065M
Award:
2020 Film Merit Award
Agency:
Droga5 / New York
Client:
Nordstrom
Title:
An Open Mind is the Best Look
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_066M
Award:
2020 Film Merit Award
Agency:
Sainsbury's / London + Wieden+Kennedy / London
Client:
Sainsbury's
Title:
Nicholas the Sweep
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_067M
Award:
2020 Film Merit Award
Agency:
Ogilvy / London
Client:
Sipsmith
Title:
Mr Swan
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_068M
Award:
2020 Film Merit Award
Agency:
The&Partnership / New York
Client:
The Wall Street Journal
Title:
Read Yourself Better
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_069M
Award:
2020 Film Merit Award
Agency:
Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client:
Xfinity
Title:
A Holiday Reunion
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_070M
Award:
2020 Film Merit Award
Agency:
Park Pictures LLC / New York + Goodby Silverstein & Partners / San Francisco
Client:
Doritos
Title:
Cool Ranch
Category:
Online Films & Video / Varying Length Campaign
Annual ID:
OS_FI20_107M
Award:
2020 Film Merit Award
Agency:
Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client:
Fisher-Price
Title:
Let's Be Kids
Category:
Online Films & Video / Varying Length Campaign
Annual ID:
OS_FI20_108M
Award:
2020 Film Merit Award
Agency:
Venables Bell & Partners / San Francisco
Client:
Reebok
Title:
Sport The Unexpected
Category:
Online Films & Video / Varying Length Campaign
Annual ID:
OS_FI20_109M