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
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Innovation & Transformation / Innovation in Direct Marketing
Raising Profiles
Agency: FCB Inferno / London
Client: The Big Issue & LinkedIn Category: Innovation & Transformation / Innovation in Lockdown
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Innovation & Transformation / Innovation in Direct Marketing
Superb Owl
Agency: R/GA California / San Francisco
Client: Reddit Category: Innovation & Transformation / Innovation in Direct Marketing
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Direct Marketing
Migrants on Amazon
Agency: BETC / Paris + General Pop / Paris + La-Bo / Paris
Client: Auberge des Migrants Category: Innovation & Transformation / Innovation in Direct Marketing
It's On Us
Agency: LOLA MullenLowe / Madrid
Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Direct Marketing
Home of the Billboards
Agency: DAVID / Buenos Aires
Client: Burger King Argentina Category: Innovation & Transformation / Innovation in Lockdown
Pensions Delivery
Agency: Grey Argentina / Buenos Aires
Client: Itaú Bank Category: Innovation & Transformation / Innovation in Lockdown
The Match of Ages
Agency: We Believers / New York
Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
Friend-vertising
Agency: Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland
Client: Skinny Category: Innovation & Transformation / Innovation in Direct Marketing
Baseball
Agency: MullenLowe / US
Client: Change the Ref Category: Innovation & Transformation / Innovation in Direct Marketing
VAR Discount
Agency: NORD DDB / Stockholm
Client: Elkjøp Category: Innovation & Transformation / Innovation in Direct Marketing
Give for good
Agency: BETC / Paris + General Pop / Paris
Client: Lacoste Category: Innovation & Transformation / Innovation in Lockdown
BOOK A TRIP
Agency: Dieste, Inc. / Dallas
Client: THE WILD DETECTIVES Category: Innovation & Transformation / Innovation in Lockdown
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Innovation & Transformation / Innovation in Lockdown
3362 FALABELLA.COM
Agency: Leo Burnett Colombia / Bogotá + Falabella / Bogotá
Client: Falabella Category: Innovation & Transformation / Innovation in Lockdown
Delivery to Burger King
Agency: McCann / Lima
Client: Burger King Category: Innovation & Transformation / Innovation in Lockdown
Verizon Fortnite Stadium
Agency: R/GA / New York + Momentum Worldwide / New York
Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
Big Good
Agency: TBWA ESPAÑA / Madrid
Client: McDonald's Category: Innovation & Transformation / Innovation in Lockdown
Award:
2021 Direct Marketing Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_034G
Award:
2021 Direct Marketing Gold Pencil
Agency:
FCB Inferno / London
Client:
The Big Issue & LinkedIn
Title:
Raising Profiles
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_040G
Award:
2021 Direct Marketing Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_041G
Award:
2021 Direct Marketing Silver Pencil
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_035S
Award:
2021 Direct Marketing Silver Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_036S
Award:
2021 Direct Marketing Silver Pencil
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_037S
Award:
2021 Direct Marketing Bronze Pencil
Agency:
BETC / Paris + General Pop / Paris + La-Bo / Paris
Client:
Auberge des Migrants
Title:
Migrants on Amazon
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_038B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
LOLA MullenLowe / Madrid
Client:
Unilever / Dove
Title:
It's On Us
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_039B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
DAVID / Buenos Aires
Client:
Burger King Argentina
Title:
Home of the Billboards
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_042B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
Grey Argentina / Buenos Aires
Client:
Itaú Bank
Title:
Pensions Delivery
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_043B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
We Believers / New York
Client:
Corona
Title:
The Match of Ages
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_044B
Award:
2021 Direct Marketing Merit Award
Agency:
Colenso BBDO / New Zealand + Spark NZ / Auckland + Good Oil / Auckland + Liquid Studios / Auckland
Client:
Skinny
Title:
Friend-vertising
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_114M
Award:
2021 Direct Marketing Merit Award
Agency:
MullenLowe / US
Client:
Change the Ref
Title:
Baseball
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_115M
Award:
2021 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Elkjøp
Title:
VAR Discount
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS_DM21_116M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_117M
Award:
2021 Direct Marketing Merit Award
Agency:
Dieste, Inc. / Dallas
Client:
THE WILD DETECTIVES
Title:
BOOK A TRIP
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_118M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_119M
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett Colombia / Bogotá + Falabella / Bogotá
Client:
Falabella
Title:
3362 FALABELLA.COM
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_120M
Award:
2021 Direct Marketing Merit Award
Agency:
McCann / Lima
Client:
Burger King
Title:
Delivery to Burger King
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_121M
Award:
2021 Direct Marketing Merit Award
Agency:
R/GA / New York + Momentum Worldwide / New York
Client:
Verizon
Title:
Verizon Fortnite Stadium
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_122M