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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Agency
Client
Title
Category
Annual ID
Glass Ceiling Breaker
Agency: BBH / New York + Chief + National Women's History Museum
Client: Chief and National Women's History Museum Category: Events & Experiential
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Agency: TBWA\Media Arts Lab / Shanghai
Client: Apple, Inc. Category: Craft / Art Direction
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Craft / Storytelling
iPhone 12 - Make Movies Like The Movies
Agency: Apple + Somesuch / Los Angeles
Client: Apple Category: Cinematography / Single
Chotu
Agency: Good Morning / Mumbai + Dentsu Impact / India
Client: My Choices Foundation Category: Cinematography / Single
The Dissolving Bottle
Agency: BBDO Guerrero / Makati City + Flare Manila / Makati City
Client: The Dissolving Bottle Category: Packaging / Specialty
HerShe
Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client: HERSHEYs Brasil Category: Packaging / Specialty
The Prescription Paper Pill Bottle
Agency: Saatchi & Saatchi Wellness / New York + Publicis Groupe Israel / Tel Aviv + Tikkun Olam Makers: TOM / New York + Pixel Farm / Minneapolis
Client: Tikkun Olam Makers: TOM Category: Packaging / Specialty
Double Moon
Agency: MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam
Client: UAE Government Media Office Category: Immersive Spaces
Give for good
Agency: BETC / Paris + General Pop / Paris
Client: Lacoste Category: Promotional Items / Physical Products
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Promotional Items / Physical Products
AirPods Pro—Snap
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Editing / Single
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Cultural Driver
The Anticorruption Hackathon
Agency: WMC Grey / Prague + Grey / Europe
Client: Znamkamarada Category: Cultural Driver
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
Heinz Ketchup Puzzle
Agency: Rethink / Toronto + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Games
Saylists
Agency: Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client: Warner Music Group Category: Visual & Audio Craft / Music
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: Visual & Audio Craft / Music
Call Girls
Agency: Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm
Client: Talita Category: Custom Content
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Television & VOD / Short Form - Single
Together, A Short Film You Can Buy
Agency: CALLEN + Psyop
Client: National YoungArts Foundation Category: Innovation & Transformation / Innovation in Lockdown
VAR PROMO
Agency: GUT Agency / Buenos Aires
Client: NOBLEX Category: Non-traditional & Guerrilla Marketing
She Can
Agency: SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client: Ab InBev / Guarana Antarctica Category: Non-traditional & Guerrilla Marketing
Good Morning World
Agency: Special / Auckland + Special / Sydney + Sweetshop
Client: Tourism New Zealand Category: Multi-Country or Global / Consumer / Brand
The Endless Letter On Instagram Stories
Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client: RT Category: Social Impact
We Create
Agency: Facebook company / New York + The Creative Collective NYC / New York + Shoot To Kill NYC
Client: Instagram Category: Social Impact
Light for Hope
Agency: Energy BBDO / Chicago + Flare Chicago / Chicago
Client: SC Johnson, Baygon Category: Physical Product
The ‘Design For Everyone’ Campaign
Agency: The&Partnership / London + Royal National Institute of Blind People (RNIB) / London
Client: Royal National Institute of Blind People (RNIB) Category: Physical Product
Littlest Bailout
Agency: Leo Burnett / Chicago
Client: Kraft Heinz Country Time Lemonade Category: Social Channel / Multi-Platform
The OREO Doomsday Vault
Agency: OREO + 360i / New York + the community / Miami
Client: Mondelēz International, Inc. Category: Social Channel / Multi-Platform
Make It Canadian
Agency: Rethink / Toronto + Molson Canadian / Toronto
Client: Molson Canadian Category: Brand Partnerships
Super Wendy's World
Agency: VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client: Wendy's Category: Gaming / Branded Games
Best Enjoyed Vertically
Agency: DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client: Starburst Swirlers Category: Use of Vertical Video
Nobody Is Normal
Agency: The Gate / London + BlinkInk / London + Rowdy / London + Childline / London
Client: Childline Category: Use of Licensed Music
Born In Quarantine
Agency: Droga5 / New York + Facebook / New York
Client: Facebook Category: Writing / Single
Upstream
Agency: Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo
Client: Toyota Motor Corporation / Toyota Motor North America Category: Writing / Single
Cold Tracker
Agency: Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client: AB InBev Category: Craft / Use of Technology
Maurice and The Black Bear School
Agency: Droga5 / New York + Moet Hennessy / New York + Somesuch / New York + The Mill / New York
Client: Hennessy Category: Cinema Advertising
Space-age Airport for Cyclists
Agency: Silo / The Hague + studiomarsman / Delft
Client: Municipality of The Hague / Mobilis TBI Category: Spatial Design / Architecture
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Craft / Art Direction
Award:
2021 Public Relations Bronze Pencil
Agency:
BBH / New York + Chief + National Women's History Museum
Client:
Chief and National Women's History Museum
Title:
Glass Ceiling Breaker
Category:
Events & Experiential
Annual ID:
OS_PR21_005B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
TBWA\Media Arts Lab / Shanghai
Client:
Apple, Inc.
Title:
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Category:
Craft / Art Direction
Annual ID:
OS_BE21_022B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Craft / Storytelling
Annual ID:
OS_EX21_020B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
Apple + Somesuch / Los Angeles
Client:
Apple
Title:
iPhone 12 - Make Movies Like The Movies
Category:
Cinematography / Single
Annual ID:
OS_MI21_019B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
Good Morning / Mumbai + Dentsu Impact / India
Client:
My Choices Foundation
Title:
Chotu
Category:
Cinematography / Single
Annual ID:
OS_MI21_020B
Award:
2021 Design Bronze Pencil
Agency:
BBDO Guerrero / Makati City + Flare Manila / Makati City
Client:
The Dissolving Bottle
Title:
The Dissolving Bottle
Category:
Packaging / Specialty
Annual ID:
OS_DE21_015B
Award:
2021 Design Bronze Pencil
Agency:
BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client:
HERSHEYs Brasil
Title:
HerShe
Category:
Packaging / Specialty
Annual ID:
OS_DE21_016B
Award:
2021 Design Bronze Pencil
Agency:
Saatchi & Saatchi Wellness / New York + Publicis Groupe Israel / Tel Aviv + Tikkun Olam Makers: TOM / New York + Pixel Farm / Minneapolis
Client:
Tikkun Olam Makers: TOM
Title:
The Prescription Paper Pill Bottle
Category:
Packaging / Specialty
Annual ID:
OS_DE21_017B
Award:
2021 Experiential & Immersive Bronze Pencil
Agency:
MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam
Client:
UAE Government Media Office
Title:
Double Moon
Category:
Immersive Spaces
Annual ID:
OS_EX21_010B
Award:
2021 Print Bronze Pencil
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_017B
Award:
2021 Print Bronze Pencil
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Promotional Items / Physical Products
Annual ID:
OS_PT21_018B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Editing / Single
Annual ID:
OS_MI21_016B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
AirPods Pro—Snap
Category:
Editing / Single
Annual ID:
OS_MI21_017B
Award:
2021 Cultural Driver Bronze Pencil
Agency:
AMV BBDO / London
Client:
Essity Bodyform/Libresse
Title:
#wombstories
Category:
Cultural Driver
Annual ID:
OS_CD21_004B
Award:
2021 Cultural Driver Bronze Pencil
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Cultural Driver
Annual ID:
OS_CD21_005B
Award:
2021 Cultural Driver Bronze Pencil
Agency:
WMC Grey / Prague + Grey / Europe
Client:
Znamkamarada
Title:
The Anticorruption Hackathon
Category:
Cultural Driver
Annual ID:
OS_CD21_006B
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 Social Media Bronze Pencil
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
User-Generated Content
Annual ID:
OS_SM21_018B
Award:
2021 Branded Entertainment Bronze Pencil
Agency:
Rethink / Toronto + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Games
Annual ID:
OS_BE21_009B
Award:
2021 Digital Craft Bronze Pencil
Agency:
Rothco, Part of Accenture Interactive / Dublin + Warner Music Group / London
Client:
Warner Music Group
Title:
Saylists
Category:
Visual & Audio Craft / Music
Annual ID:
OS_DC21_011B
Award:
2021 Digital Craft Bronze 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:
Visual & Audio Craft / Music
Annual ID:
OS_DC21_012B
Award:
2021 Radio & Audio Bronze Pencil
Agency:
Åkestam Holst NoA / Stockholm + Flickorna Larsson / Stockholm + Wikberg & Frisk / Stockholm + ACNE Film / Stockholm
Client:
Talita
Title:
Call Girls
Category:
Custom Content
Annual ID:
OS_RA21_008B
Award:
2021 Film Bronze Pencil
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_004B
Award:
2021 Film Bronze Pencil
Agency:
CALLEN + Psyop
Client:
National YoungArts Foundation
Title:
Together, A Short Film You Can Buy
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_042B
Award:
2021 Print Bronze Pencil
Agency:
Cheil / Hong Kong
Client:
Volkswagen
Title:
Abandoned Stations
Category:
Craft / Art Direction
Annual ID:
OS_PT21_020B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
GUT Agency / Buenos Aires
Client:
NOBLEX
Title:
VAR PROMO
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_022B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
SOKO / São Paulo + AB InBev / Guarana Antarctica / São Paulo
Client:
Ab InBev / Guarana Antarctica
Title:
She Can
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DM21_023B
Award:
2021 Creative Effectiveness Bronze Pencil
Agency:
Special / Auckland + Special / Sydney + Sweetshop
Client:
Tourism New Zealand
Title:
Good Morning World
Category:
Multi-Country or Global / Consumer / Brand
Annual ID:
OS_CE21_015B
Award:
2021 In-House Bronze Pencil
Agency:
RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client:
RT
Title:
The Endless Letter On Instagram Stories
Category:
Social Impact
Annual ID:
OS_IH21_009B
Award:
2021 In-House Bronze Pencil
Agency:
Facebook company / New York + The Creative Collective NYC / New York + Shoot To Kill NYC
Client:
Instagram
Title:
We Create
Category:
Social Impact
Annual ID:
OS_IH21_010B
Award:
2021 IP & Products Bronze Pencil
Agency:
Energy BBDO / Chicago + Flare Chicago / Chicago
Client:
SC Johnson, Baygon
Title:
Light for Hope
Category:
Physical Product
Annual ID:
OS_IP21_003B
Award:
2021 IP & Products Bronze Pencil
Agency:
The&Partnership / London + Royal National Institute of Blind People (RNIB) / London
Client:
Royal National Institute of Blind People (RNIB)
Title:
The ‘Design For Everyone’ Campaign
Category:
Physical Product
Annual ID:
OS_IP21_004B
Award:
2021 IP & Products Bronze Pencil
Agency:
We Believers / New York
Client:
Burger King Global
Title:
Cows' Menu
Category:
Physical Product
Annual ID:
OS_IP21_005B
Award:
2021 Social Media Bronze Pencil
Agency:
Leo Burnett / Chicago
Client:
Kraft Heinz Country Time Lemonade
Title:
Littlest Bailout
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_006B
Award:
2021 Social Media Bronze Pencil
Agency:
OREO + 360i / New York + the community / Miami
Client:
Mondelēz International, Inc.
Title:
The OREO Doomsday Vault
Category:
Social Channel / Multi-Platform
Annual ID:
OS_SM21_007B
Award:
2021 Integrated Bronze Pencil
Agency:
Rethink / Toronto + Molson Canadian / Toronto
Client:
Molson Canadian
Title:
Make It Canadian
Category:
Brand Partnerships
Annual ID:
OS_IG21_012B
Award:
2021 Interactive & Online Bronze Pencil
Agency:
VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client:
Wendy's
Title:
Super Wendy's World
Category:
Gaming / Branded Games
Annual ID:
OS_IN21_019B
Award:
2021 Design Bronze Pencil
Agency:
Mailchimp
Client:
Mailchimp
Title:
Mailchimp 2020 Annual Report
Category:
Craft / Illustration
Annual ID:
OS_DE21_035B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
OREO + 360i / New York
Client:
Mondelēz International, Inc.
Title:
Proud Parent
Category:
Casting
Annual ID:
OS_MI21_033B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
DDB / Chicago + Another Country / Chicago + SMUGGLER + Framestore
Client:
Starburst Swirlers
Title:
Best Enjoyed Vertically
Category:
Use of Vertical Video
Annual ID:
OS_MI21_029B
Award:
2021 Music & Sound Craft Bronze Pencil
Agency:
The Gate / London + BlinkInk / London + Rowdy / London + Childline / London
Client:
Childline
Title:
Nobody Is Normal
Category:
Use of Licensed Music
Annual ID:
OS_MS21_008B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Born In Quarantine
Category:
Writing / Single
Annual ID:
OS_MI21_010B
Award:
2021 Moving Image Craft Bronze Pencil
Agency:
Saatchi & Saatchi / El Segundo + Dentsu Inc. / Tokyo
Client:
Toyota Motor Corporation / Toyota Motor North America
Title:
Upstream
Category:
Writing / Single
Annual ID:
OS_MI21_011B
Award:
2021 Interactive & Online Bronze Pencil
Agency:
TAXI / TYPE1 / Toronto
Client:
Volkswagen
Title:
The Carbon-Neutral Net
Category:
Websites
Annual ID:
OS_IN21_002B
Award:
2021 Out of Home Bronze Pencil
Agency:
Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Client:
AB InBev
Title:
Cold Tracker
Category:
Craft / Use of Technology
Annual ID:
OS_OH21_024B
Award:
2021 Film Bronze Pencil
Agency:
Droga5 / New York + Moet Hennessy / New York + Somesuch / New York + The Mill / New York
Client:
Hennessy
Title:
Maurice and The Black Bear School
Category:
Cinema Advertising
Annual ID:
OS_FI21_031B
Award:
2021 Design Bronze Pencil
Agency:
Silo / The Hague + studiomarsman / Delft
Client:
Municipality of The Hague / Mobilis TBI
Title:
Space-age Airport for Cyclists
Category:
Spatial Design / Architecture
Annual ID:
OS_DE21_025B
Award:
2021 Direct Marketing Bronze Pencil
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Craft / Art Direction
Annual ID:
OS_DM21_028B