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
Bigger Picture
Agency: DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client: Budweiser Category: Innovation & Transformation / Innovation in Lockdown
#LaborDayOn
Agency: Droga5 / New York + Red Wing Shoes / New York
Client: Red Wing Shoes Category: Innovation & Transformation / Innovation in Lockdown
Live from the Library
Agency: FCB / Chicago + Lord + Thomas / Chicago
Client: Chicago Public Library Category: Innovation & Transformation / Innovation in Lockdown
Respond2Racism—First-Responder Twitter Bot
Agency: Goodby Silverstein & Partners / San Francisco
Client: Goodby Silverstein & Partners Category: Innovation & Transformation / Innovation in Lockdown
Safe Waze 2 Shop
Agency: McCann Poland / Warszawa + McCann Canada / Toronto
Client: Mastercard Category: Innovation & Transformation / Innovation in Lockdown
Voices of Brussels
Agency: mortierbrigade / Brussels
Client: Brussels Public Transport Category: Innovation & Transformation / Innovation in Lockdown
www.window-swap.com
Agency: WindowSwap / Singapore
Client: WindowSwap Category: Innovation & Transformation / Innovation in Lockdown
Rising Time
Agency: 72andSunny / New York
Client: Church & Dwight / Trojan Brand Condoms Category: Innovation & Transformation / Innovation in Lockdown
Panda Teleportation via Newspaper
Agency: Dentsu Inc. / Tokyo + Plug Ltd. / Tokyo + foton / Tokyo
Client: Chunichi Shimbun Co., Ltd. / TOKYO SHIMBUN Category: Innovation & Transformation / Innovation in Lockdown
#WindowsOfHope
Agency: Goodby Silverstein & Partners / San Francisco
Client: HP Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove Category: Innovation & Transformation / Innovation in Lockdown
$5 Missing Menu Meal TikTok
Agency: Fallon / Minneapolis + Moxie / Atlanta + Edelman / Atlanta
Client: Arby's Category: Innovation & Transformation / Innovation in Social Media
Chefbot
Agency: Kroger + 360i / New York
Client: Kroger Category: Innovation & Transformation / Innovation in Social Media
Reese's Halloween Door
Agency: The Hershey Company + dentsumcgarrybowen / New York
Client: Reese's Category: Innovation & Transformation / Innovation in Lockdown
South Park at Denver Broncos
Agency: Fallon / Minneapolis + Comedy Central / New York + South Park Studios / Los Angeles
Client: Comedy Central Category: Innovation & Transformation / Innovation in Lockdown
Heineken Zer0.0 Contact Bar
Agency: Momentum Worldwide Australia / Sydney + Red Havas / Sydney
Client: Heineken 0.0 Category: Innovation & Transformation / Innovation in Lockdown
Courage is Beautiful
Agency: Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client: Unilever / Dove 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
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
The MET Unframed
Agency: Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client: Verizon Category: Innovation & Transformation / Innovation in Lockdown
Signal for Help
Agency: TBWA\ Juniper Park / Toronto + Canadian Women’s Foundation + Bolt Content / Toronto
Client: Canadian Women’s Foundation 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
Sperm Positive: The Baby That Changed HIV
Agency: DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland
Client: New Zealand AIDS Foundation, Body Positive, Positive Women Category: Innovation & Transformation / Innovation in Health & Wellness
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Innovation & Transformation / Innovation in Health & Wellness
Naming the invisible by Digital Birth Registration
Agency: Ogilvy Pakistan / Islamabad
Client: Telenor Pakistan Category: Innovation & Transformation / Innovation in Health & Wellness
The Care Salon
Agency: Public Inc. / Toronto
Client: The African and Caribbean Council on HIV/AIDS in Ontario (ACCHO) Category: Innovation & Transformation / Innovation in Health & Wellness
Lino's New Life
Agency: Saatchi & Saatchi / Rome
Client: FATER / Pampers Category: Innovation & Transformation / Innovation in Health & Wellness
The Purple Hive Project
Agency: Thinkerbell / Melbourne + Vimana / Melbourne + Xailient / Sydney + Honest Fox / Melbourne
Client: Bega B-Honey Category: Innovation & Transformation / Innovation in Health & Wellness
Endless World of Airmax
Agency: BBDO / New York
Client: Foot Locker Category: Innovation & Transformation / Innovation in Interactive
When We Come Together
Agency: Grey Midwest / Cincinnati + Townhouse / New York + Rattling Stick / Los Angeles + Glassworks / Amsterdam
Client: Proctor & Gamble Category: Innovation & Transformation / Innovation in Interactive
Undercover Avatar
Agency: Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris
Client: Association L'Enfant Bleu Category: Innovation & Transformation / Innovation in Interactive
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 Interactive
Liferun
Agency: Wunderman Thompson / Seattle
Client: International Committee of the Red Cross Category: Innovation & Transformation / Innovation in Interactive
Farewell, Work Holiday Parties
Agency: DDB / Chicago + Arts & Sciences + Arcade + LIME Studios
Client: Miller Lite Category: Innovation & Transformation / Innovation in Out of Home
Boards of Change
Agency: FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client: City of Chicago Category: Innovation & Transformation / Innovation in Out of Home
Donation Dollar
Agency: Saatchi & Saatchi / Australia + Herd MSL / Australia
Client: The Royal Australian Mint Category: Innovation & Transformation / Innovation in Out of Home
Double Moon
Agency: MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam
Client: UAE Government Media Office Category: Innovation & Transformation / Innovation in Out of Home
Unbreakable OOH
Agency: We Believers / New York
Client: Stillhouse Spirits Co. Category: Innovation & Transformation / Innovation in Out of Home
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: Innovation & Transformation / Innovation in Out of Home
Dogs on Zoom
Agency: BBDO / New York
Client: Mars Petcare: Pedigree Category: Innovation & Transformation / Innovation in Lockdown
Together, A Short Film You Can Buy
Agency: CALLEN + Psyop
Client: National YoungArts Foundation Category: Innovation & Transformation / Innovation in Lockdown
Live from the Library
Agency: FCB / Chicago + Lord + Thomas / Chicago
Client: Chicago Public Library Category: Innovation & Transformation / Innovation in Lockdown
Clone Machine
Agency: Leo Burnett / Chicago
Client: Coors Light 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
Noise-O-Meter
Agency: Wunderman Thompson / Dubai
Client: Bose Category: Innovation & Transformation / Innovation in Lockdown
Grounded
Agency: Droga5 / New York + Sing Street Broadway / New York + SMUGGLER
Client: Sing Street Category: Innovation & Transformation / Innovation in Lockdown
Missing Sounds of New York
Agency: Mother / New York
Client: The New York Public Library Category: Innovation & Transformation / Innovation in Lockdown
Award:
2021 Social Media Merit Award
Agency:
DAVID / Miami + draftLine / New York + 1stAveMachine / Santa Monica
Client:
Budweiser
Title:
Bigger Picture
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_108M
Award:
2021 Social Media Merit Award
Agency:
Droga5 / New York + Red Wing Shoes / New York
Client:
Red Wing Shoes
Title:
#LaborDayOn
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_109M
Award:
2021 Social Media Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Chicago Public Library
Title:
Live from the Library
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_110M
Award:
2021 Social Media Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Goodby Silverstein & Partners
Title:
Respond2Racism—First-Responder Twitter Bot
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_111M
Award:
2021 Social Media Merit Award
Agency:
McCann Poland / Warszawa + McCann Canada / Toronto
Client:
Mastercard
Title:
Safe Waze 2 Shop
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_112M
Award:
2021 Social Media Merit Award
Agency:
mortierbrigade / Brussels
Client:
Brussels Public Transport
Title:
Voices of Brussels
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_113M
Award:
2021 Social Media Merit Award
Agency:
WindowSwap / Singapore
Client:
WindowSwap
Title:
www.window-swap.com
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_SM21_114M
Award:
2021 Print Merit Award
Agency:
72andSunny / New York
Client:
Church & Dwight / Trojan Brand Condoms
Title:
Rising Time
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PT21_076M
Award:
2021 Print Merit Award
Agency:
Dentsu Inc. / Tokyo + Plug Ltd. / Tokyo + foton / Tokyo
Client:
Chunichi Shimbun Co., Ltd. / TOKYO SHIMBUN
Title:
Panda Teleportation via Newspaper
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PT21_077M
Award:
2021 Print Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
HP
Title:
#WindowsOfHope
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PT21_078M
Award:
2021 Print Merit Award
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_PT21_079M
Award:
2021 Social Media Merit Award
Agency:
Fallon / Minneapolis + Moxie / Atlanta + Edelman / Atlanta
Client:
Arby's
Title:
$5 Missing Menu Meal TikTok
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_106M
Award:
2021 Social Media Merit Award
Agency:
Kroger + 360i / New York
Client:
Kroger
Title:
Chefbot
Category:
Innovation & Transformation / Innovation in Social Media
Annual ID:
OS_SM21_107M
Award:
2021 Out of Home Merit Award
Agency:
The Hershey Company + dentsumcgarrybowen / New York
Client:
Reese's
Title:
Reese's Halloween Door
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_053M
Award:
2021 Out of Home Merit Award
Agency:
Fallon / Minneapolis + Comedy Central / New York + South Park Studios / Los Angeles
Client:
Comedy Central
Title:
South Park at Denver Broncos
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_084M
Award:
2021 Out of Home Merit Award
Agency:
Momentum Worldwide Australia / Sydney + Red Havas / Sydney
Client:
Heineken 0.0
Title:
Heineken Zer0.0 Contact Bar
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_085M
Award:
2021 Out of Home Merit Award
Agency:
Ogilvy UK / London + Ogilvy / Toronto + Outsider Editorial / Toronto
Client:
Unilever / Dove
Title:
Courage is Beautiful
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_086M
Award:
2021 Out of Home Merit Award
Agency:
Stendahls / Goteborg
Client:
Goteborg Film Festival
Title:
The Isolated Cinema
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_OH21_087M
Award:
2021 Out of Home 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_OH21_088M
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 Mobile Merit Award
Agency:
Verizon Creative Marketing / New York + Verizon / New York + Unit9 / New York
Client:
Verizon
Title:
The MET Unframed
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MO21_035M
Award:
2021 Mobile Merit Award
Agency:
TBWA\ Juniper Park / Toronto + Canadian Women’s Foundation + Bolt Content / Toronto
Client:
Canadian Women’s Foundation
Title:
Signal for Help
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MO21_036M
Award:
2021 Mobile Merit Award
Agency:
Wunderman Thompson / Thailand + Verve / Thailand
Client:
THAI AIRWAYS
Title:
STAY HOME MILES EXCHANGE
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MO21_037M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
DDB Aotearoa New Zealand / Auckland + Body Positive Inc / Auckland + New Zealand AIDS Foundation / Auckland + Positive Women / Auckland
Client:
New Zealand AIDS Foundation, Body Positive, Positive Women
Title:
Sperm Positive: The Baby That Changed HIV
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_075M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_076M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Ogilvy Pakistan / Islamabad
Client:
Telenor Pakistan
Title:
Naming the invisible by Digital Birth Registration
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_077M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Public Inc. / Toronto
Client:
The African and Caribbean Council on HIV/AIDS in Ontario (ACCHO)
Title:
The Care Salon
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_078M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Saatchi & Saatchi / Rome
Client:
FATER / Pampers
Title:
Lino's New Life
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_079M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Thinkerbell / Melbourne + Vimana / Melbourne + Xailient / Sydney + Honest Fox / Melbourne
Client:
Bega B-Honey
Title:
The Purple Hive Project
Category:
Innovation & Transformation / Innovation in Health & Wellness
Annual ID:
OS_HW21_080M
Award:
2021 Interactive & Online Merit Award
Agency:
BBDO / New York
Client:
Foot Locker
Title:
Endless World of Airmax
Category:
Innovation & Transformation / Innovation in Interactive
Annual ID:
OS_IN21_069M
Award:
2021 Interactive & Online Merit Award
Agency:
Grey Midwest / Cincinnati + Townhouse / New York + Rattling Stick / Los Angeles + Glassworks / Amsterdam
Client:
Proctor & Gamble
Title:
When We Come Together
Category:
Innovation & Transformation / Innovation in Interactive
Annual ID:
OS_IN21_070M
Award:
2021 Interactive & Online Merit Award
Agency:
Havas Sports & Entertainment / Puteaux + L'Enfant Bleu / Paris
Client:
Association L'Enfant Bleu
Title:
Undercover Avatar
Category:
Innovation & Transformation / Innovation in Interactive
Annual ID:
OS_IN21_071M
Award:
2021 Interactive & Online Merit Award
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 Interactive
Annual ID:
OS_IN21_072M
Award:
2021 Interactive & Online Merit Award
Agency:
Wunderman Thompson / Seattle
Client:
International Committee of the Red Cross
Title:
Liferun
Category:
Innovation & Transformation / Innovation in Interactive
Annual ID:
OS_IN21_073M
Award:
2021 Out of Home Merit Award
Agency:
DDB / Chicago + Arts & Sciences + Arcade + LIME Studios
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_078M
Award:
2021 Out of Home Merit Award
Agency:
FCB / Chicago + FCBX / Chicago + Lord + Thomas / Chicago + Current Global / Chicago
Client:
City of Chicago
Title:
Boards of Change
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_079M
Award:
2021 Out of Home Merit Award
Agency:
Saatchi & Saatchi / Australia + Herd MSL / Australia
Client:
The Royal Australian Mint
Title:
Donation Dollar
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_080M
Award:
2021 Out of Home Merit Award
Agency:
MullenLowe MENA FZ LLC / Dubai + UAE Government Media Office / Dubai + NuFormer / Amsterdam
Client:
UAE Government Media Office
Title:
Double Moon
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_081M
Award:
2021 Out of Home Merit Award
Agency:
We Believers / New York
Client:
Stillhouse Spirits Co.
Title:
Unbreakable OOH
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_082M
Award:
2021 Out of Home Merit Award
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS_OH21_083M
Award:
2021 Interactive & Online Merit Award
Agency:
BBDO / New York
Client:
Mars Petcare: Pedigree
Title:
Dogs on Zoom
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_074M
Award:
2021 Interactive & Online Merit Award
Agency:
CALLEN + Psyop
Client:
National YoungArts Foundation
Title:
Together, A Short Film You Can Buy
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_075M
Award:
2021 Interactive & Online Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Chicago Public Library
Title:
Live from the Library
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_076M
Award:
2021 Interactive & Online Merit Award
Agency:
Leo Burnett / Chicago
Client:
Coors Light
Title:
Clone Machine
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_077M
Award:
2021 Interactive & Online 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_IN21_078M
Award:
2021 Interactive & Online Merit Award
Agency:
Wunderman Thompson / Dubai
Client:
Bose
Title:
Noise-O-Meter
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_IN21_079M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Droga5 / New York + Sing Street Broadway / New York + SMUGGLER
Client:
Sing Street
Title:
Grounded
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MS21_052M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Mother / New York
Client:
The New York Public Library
Title:
Missing Sounds of New York
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_MS21_053M
