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
The Most Searched
Agency: Google Brand Studio / San Francisco
Client: Google Category: Integrated Branding Campaign
It's OK
Agency: Wieden+Kennedy / New York + HBO / New York
Client: HBO Category: Integrated Branding Campaign
Hulu Sellouts x USWNT
Agency: Big Family Table / Los Angeles + Hulu / Santa Monica
Client: Hulu Category: Integrated Branding Campaign
Excitable Edgar
Agency: adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client: John Lewis & Partners and Waitrose & Partners Category: Integrated Branding Campaign
Kentucky Fried Culture
Agency: Wieden+Kennedy / Portland
Client: Kentucky Fried Chicken Category: Integrated Branding Campaign
Microsoft and Netflix: A Big Strange Partnership
Agency: CMD / Portland + Wasserman Media Group / Los Angeles
Client: Microsoft Category: Integrated Branding Campaign
The Legendary Tour
Agency: mortierbrigade / schaarbeek
Client: PIAS Records Category: Integrated Branding Campaign
Laundry Night
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Integrated Branding Campaign
Laundry Later
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Integrated Branding Campaign
Fix The World
Agency: AMV BBDO / London + BBDO / New York
Client: Snickers Category: Integrated Branding Campaign
The Decade Wrapped
Agency: Spotify In-House / New York
Client: Spotify Category: Integrated Branding Campaign
Mind Control
Agency: adam&eveDDB / London + Moxie Pictures / London + Friends Electric / London + Electric Theatre Collective / London
Client: Unilever - Marmite Category: Integrated Branding Campaign
The never-ending commercial
Agency: BETC / Paris
Client: Bouygues Telecom Category: Games / Digital & Physical
Pocky K.O.
Agency: Hakuhodo Inc. / Osaka + CAPCOM Co., Ltd. / Osaka + Capcom Media Ventures, Inc. / Los Angeles + CAPCOM USA, INC. / San Francisco
Client: Ezaki Glico Company, Limited Category: Games / Digital & Physical
The Real Cost - One Leaves
Agency: FCB NY / New York + Initiative / New York
Client: FDA Category: Games / Digital & Physical
Think Inside The Box
Agency: McCann / New York + Lockheed Martin / D.C.
Client: Lockheed Martin Category: Games / Digital & Physical
BACK2LIFE
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Games / Digital & Physical
Remembrance Island
Agency: Wunderman Thompson / Toronto
Client: The Royal Canadian Legion Category: Games / Digital & Physical
#NoBuildChallenge
Agency: We Are Social / Paris
Client: WWF France Category: Games / Digital & Physical
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
True VW
Agency: AlmapBBDO / Sao Paulo + Volkswagen / Sao Paulo
Client: Volkswagen Category: Online-only Video / Pre-Roll - Campaign
Apple Fifth Avenue Reopening Campaign Installation
Agency: Apple / Cupertino
Client: Apple Category: Out of Home / Single
Solar Boat : Clean up Mekong
Agency: INNOCEAN / Seoul + Hanwha / Seoul + Planit / Seoul
Client: Hanwha Category: Out of Home / Single
Homeless Castle
Agency: The Local Collective / Toronto + OPC / Toronto
Client: Raising The Roof Category: Out of Home / Single
Great Stories Are Timeless
Agency: DDB NY / New York
Client: Tribeca Film Festival Category: Out of Home / Single
2019 UABB Brand Promotion Identity
Agency: another design / Guangzhou
Client: Shenzhen Biennale of Urbanism\Architecture Organizing Committee Office Category: Branding / Identity System
Andbox Identity System
Agency: Mother Design / New York + Andbox / New York
Client: Andbox Category: Branding / Identity System
A brand refresh for the world's most popular OS.
Agency: Huge / Brooklyn + Google / NYC
Client: Android Category: Branding / Identity System
Bodily Identity System
Agency: Mother Design / New York + Bodily / New York
Client: Bodily Category: Branding / Identity System
An Identity that Unites Oslo
Agency: Creuna Norway / Oslo
Client: City of Oslo Category: Branding / Identity System
CN100 - A Moving Celebration
Agency: Sid Lee / Montreal
Client: CN Category: Branding / Identity System
Pocky THE GIFT
Agency: DENTSU INC. / Tokyo
Client: Ezaki Glico Co., Ltd. Category: Branding / Identity System
Guta Cafe Rebranding
Agency: M-N Associates / Ho Chi Minh City
Client: Guta Cafe Vietnam Category: Branding / Identity System
Bauhaus 100: Manifest of Practice in Taiwan
Agency: Ken-Tsai Lee Design Lab / Taipei
Client: National Taiwan University of Science and Technology Category: Branding / Identity System
Rosette Face Wash Pasta
Agency: Hakuhodo Inc. / Tokyo
Client: ROSETTE Co.,Ltd. Category: Branding / Identity System
SP50 - BORN INTEGRATED
Agency: SERVICEPLAN GERMANY / Munich
Client: SERVICEPLAN GROUP Category: Branding / Identity System
S/PARK
Agency: SHISEIDO CO., LTD. / Tokyo + Kontrapunkt Japan / Tokyo + nanou inc. / Tokyo
Client: SHISEIDO Category: Branding / Identity System
The Carbonation
Agency: .Oddity Studio / Hong Kong
Client: The Carbonation Category: Branding / Identity System
Homeless Delivery
Agency: BWM Dentsu Melbourne / WINDSOR + Haystac / WINDSOR
Client: Deliveroo Category: Websites / Utility
When the game became an art
Agency: TBWAParis / Boulogne-Billancourt + Basket Le Mag / Paris
Client: Basket Le Mag Category: Creative Use of Data
Catch a Flight to Buenos Aires
Agency: thjnk Zürich / Zurich + Ateo / Zurich + Rocket Film / Zurich + Edelweiss Air / Zurich
Client: Edelweiss Air AG Category: Creative Use of Data
SIGNS
Agency: MRM//McCANN / Frankfurt + McCANN / Frankfurt
Client: German Youth Association of People with Hearing Loss Category: Creative Use of Data
Most Dangerous Street
Agency: FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago
Client: Illinois Council Against Handgun Violence Category: Creative Use of Data
Runaway Train 25
Agency: MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles
Client: National Center For Missing & Exploited Children Category: Creative Use of Data
Award:
2020 Integrated Merit Award
Agency:
Google Brand Studio / San Francisco
Client:
Google
Title:
The Most Searched
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_023M
Award:
2020 Integrated Merit Award
Agency:
AMV BBDO / London
Client:
Guinness
Title:
Clear
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_024M
Award:
2020 Integrated Merit Award
Agency:
Wieden+Kennedy / New York + HBO / New York
Client:
HBO
Title:
It's OK
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_025M
Award:
2020 Integrated Merit Award
Agency:
Big Family Table / Los Angeles + Hulu / Santa Monica
Client:
Hulu
Title:
Hulu Sellouts x USWNT
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_026M
Award:
2020 Integrated Merit Award
Agency:
adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client:
John Lewis & Partners and Waitrose & Partners
Title:
Excitable Edgar
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_027M
Award:
2020 Integrated Merit Award
Agency:
Wieden+Kennedy / Portland
Client:
Kentucky Fried Chicken
Title:
Kentucky Fried Culture
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_028M
Award:
2020 Integrated Merit Award
Agency:
CMD / Portland + Wasserman Media Group / Los Angeles
Client:
Microsoft
Title:
Microsoft and Netflix: A Big Strange Partnership
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_029M
Award:
2020 Integrated Merit Award
Agency:
mortierbrigade / schaarbeek
Client:
PIAS Records
Title:
The Legendary Tour
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_030M
Award:
2020 Integrated Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Laundry Night
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_031M
Award:
2020 Integrated Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Laundry Later
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_032M
Award:
2020 Integrated Merit Award
Agency:
AMV BBDO / London + BBDO / New York
Client:
Snickers
Title:
Fix The World
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_033M
Award:
2020 Integrated Merit Award
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
The Decade Wrapped
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_034M
Award:
2020 Integrated Merit Award
Agency:
adam&eveDDB / London + Moxie Pictures / London + Friends Electric / London + Electric Theatre Collective / London
Client:
Unilever - Marmite
Title:
Mind Control
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_035M
Award:
2020 Branded Entertainment Merit Award
Agency:
BETC / Paris
Client:
Bouygues Telecom
Title:
The never-ending commercial
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_067M
Award:
2020 Branded Entertainment Merit Award
Agency:
Hakuhodo Inc. / Osaka + CAPCOM Co., Ltd. / Osaka + Capcom Media Ventures, Inc. / Los Angeles + CAPCOM USA, INC. / San Francisco
Client:
Ezaki Glico Company, Limited
Title:
Pocky K.O.
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_068M
Award:
2020 Branded Entertainment Merit Award
Agency:
FCB NY / New York + Initiative / New York
Client:
FDA
Title:
The Real Cost - One Leaves
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_069M
Award:
2020 Branded Entertainment Merit Award
Agency:
McCann / New York + Lockheed Martin / D.C.
Client:
Lockheed Martin
Title:
Think Inside The Box
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_070M
Award:
2020 Branded Entertainment Merit Award
Agency:
DDB / Chicago
Client:
Miller Lite
Title:
Cantroller
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_071M
Award:
2020 Branded Entertainment Merit Award
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
BACK2LIFE
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_072M
Award:
2020 Branded Entertainment Merit Award
Agency:
Wunderman Thompson / Toronto
Client:
The Royal Canadian Legion
Title:
Remembrance Island
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_073M
Award:
2020 Branded Entertainment Merit Award
Agency:
We Are Social / Paris
Client:
WWF France
Title:
#NoBuildChallenge
Category:
Games / Digital & Physical
Annual ID:
OS_BE20_074M
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 Interactive & Online Merit Award
Agency:
AlmapBBDO / Sao Paulo + Volkswagen / Sao Paulo
Client:
Volkswagen
Title:
True VW
Category:
Online-only Video / Pre-Roll - Campaign
Annual ID:
OS_IN20_046M
Award:
2020 Design Merit Award
Agency:
Apple / Cupertino
Client:
Apple
Title:
Apple Fifth Avenue Reopening Campaign Installation
Category:
Out of Home / Single
Annual ID:
OS_DE20_149M
Award:
2020 Design Merit Award
Agency:
INNOCEAN / Seoul + Hanwha / Seoul + Planit / Seoul
Client:
Hanwha
Title:
Solar Boat : Clean up Mekong
Category:
Out of Home / Single
Annual ID:
OS_DE20_150M
Award:
2020 Design Merit Award
Agency:
The Local Collective / Toronto + OPC / Toronto
Client:
Raising The Roof
Title:
Homeless Castle
Category:
Out of Home / Single
Annual ID:
OS_DE20_151M
Award:
2020 Design Merit Award
Agency:
DDB NY / New York
Client:
Tribeca Film Festival
Title:
Great Stories Are Timeless
Category:
Out of Home / Single
Annual ID:
OS_DE20_152M
Award:
2020 Design Merit Award
Agency:
another design / Guangzhou
Client:
Shenzhen Biennale of Urbanism\Architecture Organizing Committee Office
Title:
2019 UABB Brand Promotion Identity
Category:
Branding / Identity System
Annual ID:
OS_DE20_073M
Award:
2020 Design Merit Award
Agency:
Mother Design / New York + Andbox / New York
Client:
Andbox
Title:
Andbox Identity System
Category:
Branding / Identity System
Annual ID:
OS_DE20_074M
Award:
2020 Design Merit Award
Agency:
Huge / Brooklyn + Google / NYC
Client:
Android
Title:
A brand refresh for the world's most popular OS.
Category:
Branding / Identity System
Annual ID:
OS_DE20_075M
Award:
2020 Design Merit Award
Agency:
Mother Design / New York + Bodily / New York
Client:
Bodily
Title:
Bodily Identity System
Category:
Branding / Identity System
Annual ID:
OS_DE20_076M
Award:
2020 Design Merit Award
Agency:
Creuna Norway / Oslo
Client:
City of Oslo
Title:
An Identity that Unites Oslo
Category:
Branding / Identity System
Annual ID:
OS_DE20_077M
Award:
2020 Design Merit Award
Agency:
Sid Lee / Montreal
Client:
CN
Title:
CN100 - A Moving Celebration
Category:
Branding / Identity System
Annual ID:
OS_DE20_078M
Award:
2020 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
Ezaki Glico Co., Ltd.
Title:
Pocky THE GIFT
Category:
Branding / Identity System
Annual ID:
OS_DE20_079M
Award:
2020 Design Merit Award
Agency:
M-N Associates / Ho Chi Minh City
Client:
Guta Cafe Vietnam
Title:
Guta Cafe Rebranding
Category:
Branding / Identity System
Annual ID:
OS_DE20_080M
Award:
2020 Design Merit Award
Agency:
Ken-Tsai Lee Design Lab / Taipei
Client:
National Taiwan University of Science and Technology
Title:
Bauhaus 100: Manifest of Practice in Taiwan
Category:
Branding / Identity System
Annual ID:
OS_DE20_081M
Award:
2020 Design Merit Award
Agency:
Hakuhodo Inc. / Tokyo
Client:
ROSETTE Co.,Ltd.
Title:
Rosette Face Wash Pasta
Category:
Branding / Identity System
Annual ID:
OS_DE20_082M
Award:
2020 Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
SERVICEPLAN GROUP
Title:
SP50 - BORN INTEGRATED
Category:
Branding / Identity System
Annual ID:
OS_DE20_083M
Award:
2020 Design Merit Award
Agency:
SHISEIDO CO., LTD. / Tokyo + Kontrapunkt Japan / Tokyo + nanou inc. / Tokyo
Client:
SHISEIDO
Title:
S/PARK
Category:
Branding / Identity System
Annual ID:
OS_DE20_084M
Award:
2020 Design Merit Award
Agency:
.Oddity Studio / Hong Kong
Client:
The Carbonation
Title:
The Carbonation
Category:
Branding / Identity System
Annual ID:
OS_DE20_085M
Award:
2020 Design Merit Award
Agency:
ANTI / Group
Client:
Visit Bergen
Title:
Bergen
Category:
Branding / Identity System
Annual ID:
OS_DE20_086M
Award:
2020 Interactive & Online Merit Award
Agency:
BWM Dentsu Melbourne / WINDSOR + Haystac / WINDSOR
Client:
Deliveroo
Title:
Homeless Delivery
Category:
Websites / Utility
Annual ID:
OS_IN20_040M
Award:
2020 Digital Craft Merit Award
Agency:
TBWAParis / Boulogne-Billancourt + Basket Le Mag / Paris
Client:
Basket Le Mag
Title:
When the game became an art
Category:
Creative Use of Data
Annual ID:
OS_DC20_038M
Award:
2020 Digital Craft Merit Award
Agency:
thjnk Zürich / Zurich + Ateo / Zurich + Rocket Film / Zurich + Edelweiss Air / Zurich
Client:
Edelweiss Air AG
Title:
Catch a Flight to Buenos Aires
Category:
Creative Use of Data
Annual ID:
OS_DC20_039M
Award:
2020 Digital Craft Merit Award
Agency:
MRM//McCANN / Frankfurt + McCANN / Frankfurt
Client:
German Youth Association of People with Hearing Loss
Title:
SIGNS
Category:
Creative Use of Data
Annual ID:
OS_DC20_040M
Award:
2020 Digital Craft Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago + Illinois Council Against Handgun Violence / Chicago + FCBX / Chicago
Client:
Illinois Council Against Handgun Violence
Title:
Most Dangerous Street
Category:
Creative Use of Data
Annual ID:
OS_DC20_041M
Award:
2020 Digital Craft Merit Award
Agency:
MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles
Client:
National Center For Missing & Exploited Children
Title:
Runaway Train 25
Category:
Creative Use of Data
Annual ID:
OS_DC20_042M