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 Greatest Gift
Agency: Goodby Silverstein & Partners / San Francisco
Client: Xfinity Category: Casting
MAN ENOUGH: SHAVING STEREOTYPES
Agency: Grey India / Mumbai + Procter & Gamble India / Gillette / Mumbai
Client: Procter & Gamble India / Gillette Category: Casting
The Show Must Go On
Agency: Lucky Generals / London + PRETTYBIRD / London
Client: Amazon Category: Casting
Yimsu
Agency: Redfuse Communications / Hong Kong + Redfuse Communications / Bangkok + Colgate-Palmolive / APAC + Hogarth / Bangkok
Client: Colgate-Palmolive Category: Casting
Disappearing stories
Agency: Mozga Studio / Moscow
Client: Enjoyable Ageing Charity Foundation Category: Use of Vertical Video
It's between you
Agency: BBDO Group Germany GmbH + outsider.tv
Client: WhatsApp Inc. Category: Direction / Series
Amazon Alexa Campaign
Agency: Biscuit Filmworks / London
Client: Amazon Alexa Category: Direction / Series
As One: The Vince Lombardi Comeback
Agency: 72andSunny / Los Angeles + National Football League
Client: National Football League Category: Use of Technology
We Got You Baby
Agency: Droga5 / New York + Kimberly-Clark/Huggies / New York + SMUGGLER
Client: Kimberly-Clark/Huggies Category: Writing / Single
Life Needs Truth
Agency: Droga5 / New York + The New York Times
Client: The New York Times Category: Writing / Single
Misinformation
Agency: Droga5 / New York + The New York Times
Client: The New York Times Category: Writing / Single
An Apple Original | ATV+
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Writing / Single
Over Sharing
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Writing / Single
Kobe - Better
Agency: Wieden+Kennedy / Portland + PRETTYBIRD + Spot Welders + a52
Client: Nike Category: Writing / Single
Journey into Sound - AirPods Max
Agency: Apple + Method + Iconoclast
Client: Apple Category: Visual Effects / Single
HORNBACH "It seems impossible. Until you do it."
Agency: HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London
Client: HORNBACH Category: Visual Effects / Single
Senior Constable Laurie Fox
Agency: McCann / Melbourne + T&DA + EXIT Films
Client: Victoria Police Category: Visual Effects / Single
Us Dreamers
Agency: Moving Picture Company / London + 215 McCann / San Francisco + Microsoft Xbox / Los Angeles + RESET
Client: Microsoft Xbox Category: Visual Effects / Single
Through Different Eyes
Agency: TBWA\Singapore / Singapore + SixToes.tv / Singapore + Smuggler / London + Black Kite Studios / London
Client: Standard Chartered Category: Visual Effects / Single
Award:
2021 Moving Image Craft Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Xfinity
Title:
The Greatest Gift
Category:
Casting
Annual ID:
OS_MI21_101M
Award:
2021 Moving Image Craft Merit Award
Agency:
Grey India / Mumbai + Procter & Gamble India / Gillette / Mumbai
Client:
Procter & Gamble India / Gillette
Title:
MAN ENOUGH: SHAVING STEREOTYPES
Category:
Casting
Annual ID:
OS_MI21_102M
Award:
2021 Moving Image Craft Merit Award
Agency:
Grey / New York
Client:
P&G
Title:
The Pause
Category:
Casting
Annual ID:
OS_MI21_103M
Award:
2021 Moving Image Craft Merit Award
Agency:
Lucky Generals / London + PRETTYBIRD / London
Client:
Amazon
Title:
The Show Must Go On
Category:
Casting
Annual ID:
OS_MI21_104M
Award:
2021 Moving Image Craft Merit Award
Agency:
Redfuse Communications / Hong Kong + Redfuse Communications / Bangkok + Colgate-Palmolive / APAC + Hogarth / Bangkok
Client:
Colgate-Palmolive
Title:
Yimsu
Category:
Casting
Annual ID:
OS_MI21_105M
Award:
2021 Moving Image Craft Merit Award
Agency:
The Bloc / New York
Client:
EmpowHer NY
Title:
The Call
Category:
Casting
Annual ID:
OS_MI21_106M
Award:
2021 Moving Image Craft Merit Award
Agency:
Mozga Studio / Moscow
Client:
Enjoyable Ageing Charity Foundation
Title:
Disappearing stories
Category:
Use of Vertical Video
Annual ID:
OS_MI21_097M
Award:
2021 Moving Image Craft Merit Award
Agency:
BBDO Group Germany GmbH + outsider.tv
Client:
WhatsApp Inc.
Title:
It's between you
Category:
Direction / Series
Annual ID:
OS_MI21_051M
Award:
2021 Moving Image Craft Merit Award
Agency:
Biscuit Filmworks / London
Client:
Amazon Alexa
Title:
Amazon Alexa Campaign
Category:
Direction / Series
Annual ID:
OS_MI21_052M
Award:
2021 Moving Image Craft Merit Award
Agency:
FIG + CNN + HouseSpecial
Client:
CNN
Title:
Donkey & Elephant
Category:
Animation / Series
Annual ID:
OS_MI21_089M
Award:
2021 Moving Image Craft Merit Award
Agency:
72andSunny / Los Angeles + National Football League
Client:
National Football League
Title:
As One: The Vince Lombardi Comeback
Category:
Use of Technology
Annual ID:
OS_MI21_098M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Survive
Category:
Writing / Single
Annual ID:
OS_MI21_053M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Kimberly-Clark/Huggies / New York + SMUGGLER
Client:
Kimberly-Clark/Huggies
Title:
We Got You Baby
Category:
Writing / Single
Annual ID:
OS_MI21_054M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + The New York Times
Client:
The New York Times
Title:
Life Needs Truth
Category:
Writing / Single
Annual ID:
OS_MI21_055M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + The New York Times
Client:
The New York Times
Title:
Misinformation
Category:
Writing / Single
Annual ID:
OS_MI21_056M
Award:
2021 Moving Image Craft Merit Award
Agency:
SMUGGLER + Apple
Client:
Apple
Title:
The whole working-from-home thing
Category:
Writing / Single
Annual ID:
OS_MI21_057M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
An Apple Original | ATV+
Category:
Writing / Single
Annual ID:
OS_MI21_058M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Over Sharing
Category:
Writing / Single
Annual ID:
OS_MI21_059M
Award:
2021 Moving Image Craft Merit Award
Agency:
Wieden+Kennedy / Portland + PRETTYBIRD + Spot Welders + a52
Client:
Nike
Title:
Kobe - Better
Category:
Writing / Single
Annual ID:
OS_MI21_060M
Award:
2021 Moving Image Craft Merit Award
Agency:
Apple + Method + Iconoclast
Client:
Apple
Title:
Journey into Sound - AirPods Max
Category:
Visual Effects / Single
Annual ID:
OS_MI21_090M
Award:
2021 Moving Image Craft Merit Award
Agency:
HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London
Client:
HORNBACH
Title:
HORNBACH "It seems impossible. Until you do it."
Category:
Visual Effects / Single
Annual ID:
OS_MI21_091M
Award:
2021 Moving Image Craft Merit Award
Agency:
McCann / Melbourne + T&DA + EXIT Films
Client:
Victoria Police
Title:
Senior Constable Laurie Fox
Category:
Visual Effects / Single
Annual ID:
OS_MI21_092M
Award:
2021 Moving Image Craft Merit Award
Agency:
Moving Picture Company / London + 215 McCann / San Francisco + Microsoft Xbox / Los Angeles + RESET
Client:
Microsoft Xbox
Title:
Us Dreamers
Category:
Visual Effects / Single
Annual ID:
OS_MI21_093M