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: Customer Experience / CX
H&M Looop
Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client: H&M Category: Customer Experience / CX
Enjoy Before Returning
Agency: Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client: Diesel Category: Customer Experience / CX
Microcodes
Agency: CHE Proximity / Australia + Heckler / Sydney
Client: Samsung Category: Customer Experience / CX
FaceTouchers
Agency: Happiness / an FCB alliance / Brussels + BLISS / Saigon
Client: Snap Inc. Category: Customer Experience / CX
Buy With Your Time
Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client: Al Futtaim IKEA Category: Customer Experience / CX
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client:
Mastercard
Title:
True Name
Category:
Customer Experience / CX
Annual ID:
OS_EX21_004G
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client:
H&M
Title:
H&M Looop
Category:
Customer Experience / CX
Annual ID:
OS_EX21_005S
Award:
2021 Experiential & Immersive Silver Pencil
Agency:
Publicis Italy / Milan + Sizzer / Amsterdam + Smuggler / London
Client:
Diesel
Title:
Enjoy Before Returning
Category:
Customer Experience / CX
Annual ID:
OS_EX21_006S
Award:
2021 Experiential & Immersive Merit Award
Agency:
CHE Proximity / Australia + Heckler / Sydney
Client:
Samsung
Title:
Microcodes
Category:
Customer Experience / CX
Annual ID:
OS_EX21_043M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS / Saigon
Client:
Snap Inc.
Title:
FaceTouchers
Category:
Customer Experience / CX
Annual ID:
OS_EX21_044M