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
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Innovation & Transformation / Innovation in Lockdown
SICK BEATS
Agency: Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client: Woojer Category: Innovation & Transformation / Innovation in Experiential
True Name
Agency: McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
Client: Mastercard Category: Innovation & Transformation / Innovation in Experiential
The Match of Ages
Agency: We Believers / New York
Client: Corona Category: Innovation & Transformation / Innovation in Lockdown
STAY HOME MILES EXCHANGE
Agency: Wunderman Thompson / Thailand + Verve / Thailand
Client: THAI AIRWAYS Category: Innovation & Transformation / Innovation in Lockdown
H&M Looop
Agency: AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client: H&M Category: Innovation & Transformation / Innovation in Experiential
Buy With Your Time
Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client: Al Futtaim IKEA Category: Innovation & Transformation / Innovation in Experiential
Self-Timing Soap
Agency: ‿ and us / Dubai
Client: Deliveroo and Lush Category: Innovation & Transformation / Innovation in Lockdown
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light Category: Innovation & Transformation / Innovation in Lockdown
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Innovation & Transformation / Innovation in Lockdown
The Isolated Cinema
Agency: Stendahls / Goteborg
Client: Goteborg Film Festival Category: Innovation & Transformation / Innovation in Lockdown
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Innovation & Transformation / Innovation in Lockdown
Eurythenes plasticus
Agency: BBDO Group Germany GmbH + Sehsucht GmbH
Client: WWF Germany Category: Innovation & Transformation / Innovation in Experiential
Big Game Dream
Agency: DDB / Chicago + Connect + Alison Brod Marketing + Communications / New York
Client: Coors Light Category: Innovation & Transformation / Innovation in Experiential
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Innovation & Transformation / Innovation in Experiential
Liferun
Agency: Wunderman Thompson / Seattle
Client: International Committee of the Red Cross Category: Innovation & Transformation / Innovation in Experiential
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_001G
Award:
2021 Experiential & Immersive Gold Pencil
Agency:
Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Client:
Woojer
Title:
SICK BEATS
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_024G
Award:
2021 Experiential & Immersive Silver 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 Experiential
Annual ID:
OS_EX21_025S
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
We Believers / New York
Client:
Corona
Title:
The Match of Ages
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_028B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
Wunderman Thompson / Thailand + Verve / Thailand
Client:
THAI AIRWAYS
Title:
STAY HOME MILES EXCHANGE
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_029B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
AKQA / Stockholm + Universal Design Studio / London + H&M / Stockholm + Kühl & Han / Copenhagen
Client:
H&M
Title:
H&M Looop
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_026B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client:
Al Futtaim IKEA
Title:
Buy With Your Time
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_027B
Award:
2021 Experiential & Immersive Merit Award
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_077M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_078M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_079M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Stendahls / Goteborg
Client:
Goteborg Film Festival
Title:
The Isolated Cinema
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_080M
Award:
2021 Experiential & Immersive Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_EX21_081M
Award:
2021 Experiential & Immersive Merit Award
Agency:
BBDO Group Germany GmbH + Sehsucht GmbH
Client:
WWF Germany
Title:
Eurythenes plasticus
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_073M
Award:
2021 Experiential & Immersive Merit Award
Agency:
DDB / Chicago + Connect + Alison Brod Marketing + Communications / New York
Client:
Coors Light
Title:
Big Game Dream
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_074M
Award:
2021 Experiential & Immersive Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Innovation & Transformation / Innovation in Experiential
Annual ID:
OS_EX21_075M