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
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Agency: TBWA\Media Arts Lab / Shanghai
Client: Apple, Inc. Category: Online Films & Video / Long Form - Single
Instant Doctor
Agency: The Bloc / New York
Client: Tribute Category: Online Films & Video / Long Form - Single
You Can't Stop Us: Victory Swim
Agency: Wieden+Kennedy / Amsterdam
Client: Nike Category: Online Films & Video / Long Form - Single
Never Too Far Down
Agency: Wieden+Kennedy / Portland + Park Pictures + Spot Welders
Client: Nike Category: Online Films & Video / Long Form - Single
Play For The World
Agency: Wieden+Kennedy / Portland + Joint Editorial + Walker
Client: Nike Category: Online Films & Video / Long Form - Single
Omega Mart Grand Opening
Agency: Wieden+Kennedy / Portland + Joint Editorial + Biscuit Filmworks + Kevin
Client: Meow Wolf Category: Online Films & Video / Long Form - Single
Shop Unfriend
Agency: Wolf / Bangkok
Client: Central Department Store Category: Online Films & Video / Long Form - Single
Whatever It Takes
Agency: AMV BBDO / London
Client: Macmillan Cancer Support Category: Branded Content
Trapped
Agency: Area 23, An FCB Health Network Company / New York + Insmed Incorporated / Bridgewater, NJ, USA + Jamute / Sao Paulo, Brazil + Passion Pictures / London
Client: Insmed Incorporated/NTMFacts.com Category: Branded Content
The world's most precious diamond
Agency: BETC / Paris + Studio Digital BETC / Paris + Sizzer / Amsterdam + Quad Stories / Paris
Client: Against Breast Cancer Category: Branded Content
Trojan & Chill
Agency: Forsman & Bodenfors / Toronto + Eggplant Music + Sound / Toronto + The Vanity / Toronto
Client: Trojan Canada Category: Branded Content
#TheArtofSelf-Care
Agency: Tech and Soul / São Paulo + Hefty / São Paulo + Boiler / São Paulo + Masp - Museu de Arte de São Paulo / São Paulo
Client: Unilever / Dove Category: Branded Content
Moving Day
Agency: Cossette / Montreal + McDonald's Canada / Montreal + Visual Box / Montreal + Consulat / Montreal
Client: McDonald's Canada Category: Promotional / Posters - Single
True Fashion
Agency: AlmapBBDO / Sao Paulo + Gomus
Client: Alpargatas Category: Billboards & Transit / Series
Abandoned Stations
Agency: Cheil / Hong Kong
Client: Volkswagen Category: Billboards & Transit / Series
Reflections
Agency: DDB Aotearoa New Zealand / Auckland + McDonald's New Zealand / Auckland + The Collective Force / Auckland + oOH! / Auckland
Client: McDonald's New Zealand Category: Billboards & Transit / Series
Forever Lasting Moments
Agency: Havas Germany / Duesseldorf
Client: Deutsche Umwelthilfe e.V. / Deutsche Umwelthilfe Category: Billboards & Transit / Series
Boring Heroes
Agency: McCann / New York + Reckitt Benckiser / Parsippany
Client: Reckitt Benckiser / Mucinex Category: Billboards & Transit / Series
The UNSeen Story
Agency: MullenLowe / New York + UN Women + MediaHub
Client: UN Women Category: Billboards & Transit / Series
For Your Consideration
Agency: Saatchi & Saatchi / New York
Client: Women in Film Category: Billboards & Transit / Series
Behind the Mac—Students
Agency: TBWA\Media Arts Lab / Tokyo
Client: Apple, Inc. Category: Billboards & Transit / Series
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Promotional / Collateral Items
LEGO News Rebuilt
Agency: Havas Middle East / Dubai
Client: LEGO Saudi Stores Category: Promotional / Collateral Items
Sounds of Sex - Durex Limited Edition Vinyl
Agency: Havas / London + Zenith Media / London + Hill+Knowlton Strategies + HKX Productions / London
Client: Reckitt Benckiser / Durex Category: Promotional / Collateral Items
Lockdown In A Book
Agency: Ogilvy UK / London
Client: Ogilvy UK Category: Promotional / Collateral Items
IKEA The Last Catalogue
Agency: Rethink / Toronto + IKEA Canada / Toronto
Client: IKEA Category: Promotional / Collateral Items
Heinz Ketchup Puzzle
Agency: Rethink / Toronto + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Promotional / Collateral Items
Rolling Paper Straws
Agency: Rethink / Toronto + Truss Beverages / Toronto
Client: Truss Beverages Category: Promotional / Collateral Items
CN100 Commemorative Book
Agency: Sid Lee / Montreal
Client: CN Category: Promotional / Collateral Items
THE LEGENDS / calendar
Agency: TOFU Studio / Gdansk + UNICEF Poland / Warsaw
Client: UNICEF Poland Category: Promotional / Collateral Items
Stranger Coke
Agency: Wunderman Thompson / São Paulo + Coca-Cola + Pixel Solutions
Client: Coca-Cola Category: Promotional / Collateral Items
Recycle the noise silence the city
Agency: BETC / Paris + L’ensemble + Make me pulse
Client: Peugeot Category: Billboards & Transit / Dynamic Billboards & Transit
Journey into Sound - AirPods Max
Agency: Apple + Method + Iconoclast
Client: Apple Category: Visual Effects / Single
HORNBACH "It seems impossible. Until you do it."
Agency: HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London
Client: HORNBACH Category: Visual Effects / Single
Senior Constable Laurie Fox
Agency: McCann / Melbourne + T&DA + EXIT Films
Client: Victoria Police Category: Visual Effects / Single
Us Dreamers
Agency: Moving Picture Company / London + 215 McCann / San Francisco + Microsoft Xbox / Los Angeles + RESET
Client: Microsoft Xbox Category: Visual Effects / Single
Through Different Eyes
Agency: TBWA\Singapore / Singapore + SixToes.tv / Singapore + Smuggler / London + Black Kite Studios / London
Client: Standard Chartered Category: Visual Effects / Single
The pocket dealership
Agency: BETC / Paris + TRACTION / Paris + Start Rec + Bullprint
Client: Citroen Category: Targeting
The last Horoscope
Agency: GUT Agency / Miami + WhatsApp / Menlo Park + Unicorns & Unicorns
Client: WhatsApp Inc. Category: Targeting
The World’s Tallest Donation Box
Agency: MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client: The Mohammed bin Rashid Al Maktoum Global Initiatives Category: Experiential / Interactive Digital Installations
Hope is Power 'Kamala Harris'
Agency: Uncommon Creative Studio / London + The Guardian / London
Client: The Guardian Category: Newspaper / Single
Write for Rights
Agency: Cossette / Montreal + Amnesty International / Montreal + Septième / Montreal
Client: Amnesty International Category: Promotional / Print Advertisements
Face the STEM Gap
Agency: Saatchi & Saatchi / New York + Hearts & Science / New York + MMI Agency / Houston + Small Girls PR / New York
Client: Procter & Gamble - Olay Skincare Category: Promotional / Print Advertisements
How To Fix America
Agency: Sunday Afternoon / New York + Juan Carlos Pagan / New York
Client: The New York Times Category: Editorial / Magazines & Newspapers
SevenPM
Agency: Alto / New York + Montefiore-Einstein / New York + Cartel / Los Angeles + SMUGGLER / New York
Client: Montefiore-Einstein Category: Film / Health & Wellness
Safely Feel The Real World
Agency: Amber China / Shanghai + PAFASSION LAB / Shanghai
Client: Durex Category: Film / Health & Wellness
Award:
2021 Film Merit Award
Agency:
TBWA\Media Arts Lab / Shanghai
Client:
Apple, Inc.
Title:
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_105M
Award:
2021 Film Merit Award
Agency:
The Bloc / New York
Client:
Tribute
Title:
Instant Doctor
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_106M
Award:
2021 Film Merit Award
Agency:
Wieden+Kennedy / Amsterdam
Client:
Nike
Title:
You Can't Stop Us: Victory Swim
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_107M
Award:
2021 Film Merit Award
Agency:
Wieden+Kennedy / Portland + Park Pictures + Spot Welders
Client:
Nike
Title:
Never Too Far Down
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_108M
Award:
2021 Film Merit Award
Agency:
Wieden+Kennedy / Portland + Joint Editorial + Walker
Client:
Nike
Title:
Play For The World
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_109M
Award:
2021 Film Merit Award
Agency:
Wieden+Kennedy / Portland + Joint Editorial + Biscuit Filmworks + Kevin
Client:
Meow Wolf
Title:
Omega Mart Grand Opening
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_110M
Award:
2021 Film Merit Award
Agency:
Wolf / Bangkok
Client:
Central Department Store
Title:
Shop Unfriend
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI21_111M
Award:
2021 In-House Merit Award
Agency:
Twitch / San Francisco
Client:
Twitch
Title:
Twitch Brand World
Category:
Brand World Creation
Annual ID:
OS_IH21_020M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
AMV BBDO / London
Client:
Macmillan Cancer Support
Title:
Whatever It Takes
Category:
Branded Content
Annual ID:
OS_HW21_029M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Area 23, An FCB Health Network Company / New York + Insmed Incorporated / Bridgewater, NJ, USA + Jamute / Sao Paulo, Brazil + Passion Pictures / London
Client:
Insmed Incorporated/NTMFacts.com
Title:
Trapped
Category:
Branded Content
Annual ID:
OS_HW21_030M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
BETC / Paris + Studio Digital BETC / Paris + Sizzer / Amsterdam + Quad Stories / Paris
Client:
Against Breast Cancer
Title:
The world's most precious diamond
Category:
Branded Content
Annual ID:
OS_HW21_031M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Forsman & Bodenfors / Toronto + Eggplant Music + Sound / Toronto + The Vanity / Toronto
Client:
Trojan Canada
Title:
Trojan & Chill
Category:
Branded Content
Annual ID:
OS_HW21_032M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Tech and Soul / São Paulo + Hefty / São Paulo + Boiler / São Paulo + Masp - Museu de Arte de São Paulo / São Paulo
Client:
Unilever / Dove
Title:
#TheArtofSelf-Care
Category:
Branded Content
Annual ID:
OS_HW21_033M
Award:
2021 Design Merit Award
Agency:
Cossette / Montreal + McDonald's Canada / Montreal + Visual Box / Montreal + Consulat / Montreal
Client:
McDonald's Canada
Title:
Moving Day
Category:
Promotional / Posters - Single
Annual ID:
OS_DE21_078M
Award:
2021 Out of Home Merit Award
Agency:
AlmapBBDO / Sao Paulo + Gomus
Client:
Alpargatas
Title:
True Fashion
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_040M
Award:
2021 Out of Home Merit Award
Agency:
Cheil / Hong Kong
Client:
Volkswagen
Title:
Abandoned Stations
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_041M
Award:
2021 Out of Home Merit Award
Agency:
DDB Aotearoa New Zealand / Auckland + McDonald's New Zealand / Auckland + The Collective Force / Auckland + oOH! / Auckland
Client:
McDonald's New Zealand
Title:
Reflections
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_042M
Award:
2021 Out of Home Merit Award
Agency:
Havas Germany / Duesseldorf
Client:
Deutsche Umwelthilfe e.V. / Deutsche Umwelthilfe
Title:
Forever Lasting Moments
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_043M
Award:
2021 Out of Home Merit Award
Agency:
McCann / New York + Reckitt Benckiser / Parsippany
Client:
Reckitt Benckiser / Mucinex
Title:
Boring Heroes
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_044M
Award:
2021 Out of Home Merit Award
Agency:
MullenLowe / New York + UN Women + MediaHub
Client:
UN Women
Title:
The UNSeen Story
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_045M
Award:
2021 Out of Home Merit Award
Agency:
Saatchi & Saatchi / New York
Client:
Women in Film
Title:
For Your Consideration
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_046M
Award:
2021 Out of Home Merit Award
Agency:
TBWA\Media Arts Lab / Tokyo
Client:
Apple, Inc.
Title:
Behind the Mac—Students
Category:
Billboards & Transit / Series
Annual ID:
OS_OH21_047M
Award:
2021 Design Merit Award
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_089M
Award:
2021 Design Merit Award
Agency:
Havas Middle East / Dubai
Client:
LEGO Saudi Stores
Title:
LEGO News Rebuilt
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_090M
Award:
2021 Design Merit Award
Agency:
Havas / London + Zenith Media / London + Hill+Knowlton Strategies + HKX Productions / London
Client:
Reckitt Benckiser / Durex
Title:
Sounds of Sex - Durex Limited Edition Vinyl
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_091M
Award:
2021 Design Merit Award
Agency:
Ogilvy UK / London
Client:
Ogilvy UK
Title:
Lockdown In A Book
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_092M
Award:
2021 Design Merit Award
Agency:
Rethink / Toronto + IKEA Canada / Toronto
Client:
IKEA
Title:
IKEA The Last Catalogue
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_093M
Award:
2021 Design Merit Award
Agency:
Rethink / Toronto + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_094M
Award:
2021 Design Merit Award
Agency:
Rethink / Toronto + Truss Beverages / Toronto
Client:
Truss Beverages
Title:
Rolling Paper Straws
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_095M
Award:
2021 Design Merit Award
Agency:
Sid Lee / Montreal
Client:
CN
Title:
CN100 Commemorative Book
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_096M
Award:
2021 Design Merit Award
Agency:
TOFU Studio / Gdansk + UNICEF Poland / Warsaw
Client:
UNICEF Poland
Title:
THE LEGENDS / calendar
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_097M
Award:
2021 Design Merit Award
Agency:
Wunderman Thompson / São Paulo + Coca-Cola + Pixel Solutions
Client:
Coca-Cola
Title:
Stranger Coke
Category:
Promotional / Collateral Items
Annual ID:
OS_DE21_098M
Award:
2021 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Elkjøp
Title:
VAR Discount
Category:
Experiential / Live Events
Annual ID:
OS_DM21_064M
Award:
2021 Out of Home Merit Award
Agency:
BETC / Paris + L’ensemble + Make me pulse
Client:
Peugeot
Title:
Recycle the noise silence the city
Category:
Billboards & Transit / Dynamic Billboards & Transit
Annual ID:
OS_OH21_048M
Award:
2021 Moving Image Craft Merit Award
Agency:
Apple + Method + Iconoclast
Client:
Apple
Title:
Journey into Sound - AirPods Max
Category:
Visual Effects / Single
Annual ID:
OS_MI21_090M
Award:
2021 Moving Image Craft Merit Award
Agency:
HEIMAT / Berlin + LOFT Studios GmbH / Berlin + Untold Studios / London + MJZ / London
Client:
HORNBACH
Title:
HORNBACH "It seems impossible. Until you do it."
Category:
Visual Effects / Single
Annual ID:
OS_MI21_091M
Award:
2021 Moving Image Craft Merit Award
Agency:
McCann / Melbourne + T&DA + EXIT Films
Client:
Victoria Police
Title:
Senior Constable Laurie Fox
Category:
Visual Effects / Single
Annual ID:
OS_MI21_092M
Award:
2021 Moving Image Craft Merit Award
Agency:
Moving Picture Company / London + 215 McCann / San Francisco + Microsoft Xbox / Los Angeles + RESET
Client:
Microsoft Xbox
Title:
Us Dreamers
Category:
Visual Effects / Single
Annual ID:
OS_MI21_093M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Singapore / Singapore + SixToes.tv / Singapore + Smuggler / London + Black Kite Studios / London
Client:
Standard Chartered
Title:
Through Different Eyes
Category:
Visual Effects / Single
Annual ID:
OS_MI21_094M
Award:
2021 Creative Use of Data Merit Award
Agency:
BETC / Paris + TRACTION / Paris + Start Rec + Bullprint
Client:
Citroen
Title:
The pocket dealership
Category:
Targeting
Annual ID:
OS_CU21_017M
Award:
2021 Creative Use of Data Merit Award
Agency:
GUT Agency / Miami + WhatsApp / Menlo Park + Unicorns & Unicorns
Client:
WhatsApp Inc.
Title:
The last Horoscope
Category:
Targeting
Annual ID:
OS_CU21_018M
Award:
2021 Interactive & Online Merit Award
Agency:
MullenLowe MENA FZ LLC / Dubai + The Mohammed bin Rashid Al Maktoum Global Initiatives / Dubai
Client:
The Mohammed bin Rashid Al Maktoum Global Initiatives
Title:
The World’s Tallest Donation Box
Category:
Experiential / Interactive Digital Installations
Annual ID:
OS_IN21_054M
Award:
2021 Radio & Audio Merit Award
Agency:
Boys and Girls / Dublin
Client:
Swim Ireland
Title:
Hey Daddy!
Category:
Craft / Direction
Annual ID:
OS_RA21_051M
Award:
2021 Radio & Audio Merit Award
Agency:
Publicis / Dublin
Client:
Virgin Media Ireland
Title:
Speed Obsessed
Category:
Craft / Direction
Annual ID:
OS_RA21_052M
Award:
2021 Print Merit Award
Agency:
Uncommon Creative Studio / London + The Guardian / London
Client:
The Guardian
Title:
Hope is Power 'Kamala Harris'
Category:
Newspaper / Single
Annual ID:
OS_PT21_030M
Award:
2021 Design Merit Award
Agency:
Cossette / Montreal + Amnesty International / Montreal + Septième / Montreal
Client:
Amnesty International
Title:
Write for Rights
Category:
Promotional / Print Advertisements
Annual ID:
OS_DE21_086M
Award:
2021 Design Merit Award
Agency:
Saatchi & Saatchi / New York + Hearts & Science / New York + MMI Agency / Houston + Small Girls PR / New York
Client:
Procter & Gamble - Olay Skincare
Title:
Face the STEM Gap
Category:
Promotional / Print Advertisements
Annual ID:
OS_DE21_087M
Award:
2021 Design Merit Award
Agency:
Sunday Afternoon / New York + Juan Carlos Pagan / New York
Client:
The New York Times
Title:
How To Fix America
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS_DE21_071M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Alto / New York + Montefiore-Einstein / New York + Cartel / Los Angeles + SMUGGLER / New York
Client:
Montefiore-Einstein
Title:
SevenPM
Category:
Film / Health & Wellness
Annual ID:
OS_HW21_048M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Amber China / Shanghai + PAFASSION LAB / Shanghai
Client:
Durex
Title:
Safely Feel The Real World
Category:
Film / Health & Wellness
Annual ID:
OS_HW21_049M