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
Black Friday (Re)Sale
Agency: Hjaltelin Stahl / Copenhagen K
Client: IKEA Denmark Category: Digital & Online / Banners & Pop-ups
Spot The Bottle
Agency: thjnk AG / Hamburg + thjnk Hamburg GmbH / Hamburg
Client: Brauerei C. & A. VELTINS GmbH & Co. KG Category: Live Webcast
Grönborg Live
Agency: Perfect Fools AB / Stockholm + Svenska Spel Sport & Casino / Stockholm
Client: Svenska Spel Sport & Casino Category: Live Webcast
Wonderful Tools
Agency: TBWA\Media Arts Lab / Los Angeles + BUCK / Los Angeles
Client: Apple Category: Moving Image / Single
The Story of Tsutomu Yamaguchi
Agency: Filadelfia / Belo Horizonte + Março / Belo Horizonte
Client: Boatos.org Category: Moving Image / Single
Eyes Say More Than Words
Agency: Design Army / Washington
Client: Georgetown Optician Category: Moving Image / Single
LSO: Dancing on the Edge of a Volcano
Agency: Superunion / London
Client: London Symphony Orchestra Category: Moving Image / Single
The #UNIGNORABLE Tower
Agency: TAXI / Toronto/Montreal/Vancouver/New York + United Way / Toronto + Array of Stars / Toronto
Client: United Way Category: Craft / Art Direction
Feel the Power
Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / Iconoclast / London + The Mill / London
Client: Sony Interactive Entertainment Category: Television & VOD / Long Form - Campaign
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: Television & VOD / Long Form - Campaign
The Beer Behind Sports
Agency: Africa / Sao Paulo
Client: AB Inbev (Budweiser) Category: Innovation in Print
Feel the Sound - Sampler Poster
Agency: Proximity GmbH / Duesseldorf + Craftwork - a brand of ad agencyservices GmbH / Duesseldorf
Client: Craftwork Category: Innovation in Print
The Terminator: Dark Fate Jeep Sale
Agency: Highdive / Chicago + Jeep / Detroit
Client: Jeep Category: Innovation in Print
Out and Proud Classified
Agency: FCBIndia Advertising LLP / Gurgaon
Client: The Times Of India Category: Innovation in Print
An Unrepeatable Photograph?
Agency: FCB&FiRe / Madrid + Trapa Chocolates / Palencia
Client: Trapa Chocolates Category: Innovation in Print
Mind Control
Agency: adam&eveDDB / London + Moxie Pictures / London + Friends Electric / London + Electric Theatre Collective / London
Client: Unilever - Marmite Category: Innovation in Print
A Sweet Escape
Agency: Cheil / Hong Kong
Client: Chupa Chups (Snack To Home Limited) Category: Craft / Art Direction
Self Made Exploratorium Exhibit & Campaign
Agency: COLLINS / San Francisco + Exploratorium Museum / San Francisco
Client: Exploratorium Museum Category: Craft / Art Direction
Hot & Spicy (Season 2)
Agency: Ogilvy / Hong Kong
Client: KFC Hong Kong, Jardine Restaurant Group Category: Craft / Art Direction
Independents on 5th: Shoppable Holiday Windows
Agency: Goodby Silverstein & Partners / San Francisco + Gattie and Lopez / New York + Picture Farm / Brooklyn + Standard Transmission / Brooklyn
Client: PayPal Category: Craft / Art Direction
BikerTek
Agency: Highways England / London + adam&eveDDB / London
Client: Highways England Category: Experiential / Live Events
Next 100
Agency: 72andSunny / Los Angeles + National Football League / New York + Prettybird / Los Angeles
Client: National Football League Category: Experiential / Live Events
The Legendary Tour
Agency: mortierbrigade / schaarbeek
Client: PIAS Records Category: Experiential / Live Events
Jojo Rabbit (main titles)
Agency: Assembly / Auckland + Defender Films / Los Angeles + Piki Films / Auckland
Client: Fox Searchlight Category: Title Sequences
"Captain Marvel" Main-on-End Title Sequence
Agency: Elastic / Santa Monica + Marvel / Los Angeles
Client: Marvel Category: Title Sequences
The Cure for Chinese Restaurant Syndrome
Agency: Edelman / New York
Client: Ajinomoto Category: Reputation Management
Eat Your Tweet
Agency: CLM BBDO / Boulogne Billancourt
Client: CONTINENTAL FOODS FRANCE Category: Reputation Management
Beauty Mark
Agency: Digitas / Boston + CVS Health / Boston + Endeavor / New York
Client: CVS Health Category: Reputation Management
Solar Boat : Clean up Mekong
Agency: INNOCEAN / Seoul + Hanwha / Seoul + Planit / Seoul
Client: Hanwha Category: Reputation Management
Out and Proud Classified
Agency: FCBIndia Advertising LLP / Gurgaon
Client: The Times Of India Category: Reputation Management
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: Reputation Management
A Season of Stories
Agency: Ogilvy / London
Client: Formula 1 Category: Digital & Online / Email & Newsletters
In Rehearsal for Unbound
Agency: TBWA Hunt Lascaris / Johannesburg + Darling Films / Johannesburg + Left Post Production / Johannesburg + Audio Militia / Johannesburg
Client: Joburg Ballet Category: Online Advertising / Native Ads
The Last Statement T-shirt
Agency: VIRTUE / Copenhagen
Client: Carlings Category: User-Generated Content
Cool Ranch
Agency: Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
Client: Doritos Category: User-Generated Content
#BPM100 DANCE PROJECT
Agency: TBWA\HAKUHODO Inc. / Tokyo + Bytedance KK / Tokyo + JAPANESE RED CROSS SOCIETY / Tokyo
Client: JAPANESE RED CROSS SOCIETY Category: User-Generated Content
#SpotifyWrapped
Agency: Spotify In-House / New York
Client: Spotify Category: User-Generated Content
Behind the Record
Agency: TBWA\Chiat\Day / Los Angeles
Client: The Recording Academy Category: User-Generated Content
Meet Q, The Genderless Voice
Agency: VIRTUE / Copenhagen
Client: Copenhagen Pride Category: Experiential Radio & Audio
RailTales
Agency: TBWA Switzerland AG / Zürich + SBB AG / Bern
Client: SBB AG Category: Experiential Radio & Audio
B Studios: Radio/Audio
Agency: Ogilvy / Chicago
Client: SC Johnson - Scrubbing Bubbles Category: Experiential Radio & Audio
Journey to the Moon
Agency: VMLY&R / Memphis + US Navy / USA
Client: US Navy Category: Experiential Radio & Audio
Opening Film. Apple Event March 2019 launching Apple TV+
Agency: BUCK / Los Angeles + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft / Art Direction
1 minute 46 seconds
Agency: McCann Health / São Paulo + McCANN Health / New York + Vetor Zero / São Paulo + Punch Audio / São Paulo
Client: Hospital Leforte Category: Craft / Art Direction
