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
Dr Rick
Agency: Arnold Worldwide / Boston + Moxie Pictures / Los Angeles
Client: Progressive Insurance Category: Television & VOD / Short Form - Series
Give a Flybuys
Agency: CHE Proximity / Australia + Flybuys / Melbourne + DIVISION
Client: Flybuys Category: Television & VOD / Short Form - Series
True Fashion
Agency: AlmapBBDO / Sao Paulo + Gomus
Client: Alpargatas Category: P.O.P. & In-Store / Series
Moving Day
Agency: Cossette / Montreal + McDonald's Canada / Montreal + Visual Box / Montreal + Consulat / Montreal
Client: McDonald's Canada Category: P.O.P. & In-Store / Series
Honeyfruit
Agency: BBH / Singapore + Jack Morton Worldwide / Singapore
Client: Riot Games / League of Legends: Wild Rift Category: Physical Items
HerShe
Agency: BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client: HERSHEYs Brasil Category: Physical Items
HOPE TAPE
Agency: Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client: Korean National Police Agency Category: Physical Items
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Physical Items
Non-Bob
Agency: Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client: OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute) Category: Physical Items
XXL Towel Collection
Agency: LOLA MullenLowe / Madrid
Client: Unilever/Magnum Category: Physical Items
The OREO Doomsday Vault
Agency: OREO + 360i / New York + the community / Miami
Client: Mondelēz International, Inc. Category: Physical Items
Heinz Ketchup Puzzle
Agency: Rethink / Toronto + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Physical Items
Emergency Bikes
Agency: Wunderman Thompson / Paris + Ecox / Paris
Client: Ecox Category: Physical Items
Full Throttle Wellness
Agency: Droga5 / New York + Harley-Davidson / New York
Client: Harley-Davidson Category: Brand Transformation
EVERYBODY IN
Agency: McCann / Detroit + Momentum Worldwide / New York + Weber Shandwick / Detroit + Commonwealth McCann / Detroit
Client: General Motors Category: Brand Transformation
The City that Works By Design
Agency: Ogilvy / Chicago
Client: City of Chicago Category: Brand Transformation
Cantenna
Agency: DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client: Miller Lite Category: Long Form Video / Single
Call Me Blood
Agency: Google Brand Studio / San Francisco
Client: Google Category: Long Form Video / Single
Proud Parent
Agency: OREO + 360i / New York
Client: Mondelēz International, Inc. Category: Long Form Video / Single
The whole working-from-home thing
Agency: SMUGGLER + Apple
Client: Apple Category: Long Form Video / Single
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Agency: TBWA\Media Arts Lab / Shanghai
Client: Apple, Inc. Category: Long Form Video / Single
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Long Form Video / Single
The pocket dealership
Agency: BETC / Paris + TRACTION / Paris + Start Rec + Bullprint
Client: Citroen Category: Social Media
The Betika Christmas Miracle
Agency: Betika / Nairobi + 2.4 Films / Nairobi
Client: Betika Category: Digital / Use of Technology
Naming the invisible by Digital Birth Registration
Agency: Ogilvy Pakistan / Islamabad
Client: Telenor Pakistan Category: Digital / Use of Technology
See Green
Agency: Rothco, Part of Accenture Interactive / Dublin + Irish Rugby Football Union / Dublin
Client: Irish Rugby Football Union Category: Digital / Use of Technology
Kiddi World
Agency: VMLY&R Mexico / Mexico City + Sanofi + MediaMonks
Client: Sanofi / Pharmaton Kiddi Category: Digital / Use of Technology
Contract for Change
Agency: FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client: Michelob ULTRA Category: Single Country or Region / Consumer / Brand
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Single Country or Region / Consumer / Brand
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Mobile Advertising
The Purple Hive Project
Agency: Thinkerbell / Melbourne + Vimana / Melbourne + Xailient / Sydney + Honest Fox / Melbourne
Client: Bega B-Honey Category: Innovation & Transformation / Innovation in Digital Craft
MTN DEW Major Million
Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client: MTN DEW Category: Events / Stunts / Competitions / Virtual - Pre-Recorded
THE CHEERING BANDAGE CAMPAIGN
Agency: INNOCEAN / Seoul + Facebook Korea / Seoul
Client: Facebook Korea / The Cheering Bandage Category: Innovation & Transformation / Innovation in Lockdown
Blood Drive Thru
Agency: WMcCann / São Paulo + Commonwealth//McCann / São Paulo + McCann Health / New Jersey + Commonwealth//McCann / Bogotá
Client: Chevrolet Category: Innovation & Transformation / Innovation in Lockdown
Cantenna
Agency: DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client: Miller Lite Category: Innovation & Transformation / Innovation in Branded Entertainment
Big Game Dream
Agency: DDB / Chicago + Connect + Alison Brod Marketing + Communications / New York
Client: Coors Light Category: Innovation & Transformation / Innovation in Branded Entertainment
Village Electrique
Agency: Publicis Conseil / Paris + BIG / Paris + OMD / Paris
Client: Renault Category: Innovation & Transformation / Innovation in Branded Entertainment
Zaadii's Unfinished Story
Agency: TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client: Travelers Insurance Category: Innovation & Transformation / Innovation in Branded Entertainment
''Underplayed'' Feature Length Documentary
Agency: Anomaly / Toronto + AB InBev / Bud Light Canada / Toronto + Vizeum Canada / Toronto + Veritas Communications / Toronto
Client: AB InBev / Bud Light Category: Full Length Video / Single or Series / Episodic
Bob Ross
Agency: TBWA\Chiat\Day / New York + MTN DEW / New York + Direct Focus / New York + The Mill / New York
Client: MTN DEW Category: Full Length Video / Single or Series / Episodic
Changing Papa Culture Through Pop Culture with Dad
Agency: Unilever Entertainment / United Kingdom + United Entertainment Group / New York + Edelman / New York + Dove Men+Care / United Kingdom
Client: Dove Men+Care Category: Full Length Video / Single or Series / Episodic
Black Santa
Agency: WMcCann / Rio de Janeiro + Globo Network / Rio de Janeiro + Sonido Antro / Rio de Janeiro + Craft / São Paulo
Client: Coca-Cola Category: Full Length Video / Single or Series / Episodic
Award:
2021 Social Media Merit Award
Agency:
Marcel Worldwide
Client:
Netflix
Title:
Boom Popcorn
Category:
Social Post / Single
Annual ID:
OS_SM21_054M
Award:
2021 Film Merit Award
Agency:
Arnold Worldwide / Boston + Moxie Pictures / Los Angeles
Client:
Progressive Insurance
Title:
Dr Rick
Category:
Television & VOD / Short Form - Series
Annual ID:
OS_FI21_047M
Award:
2021 Film Merit Award
Agency:
CHE Proximity / Australia + Flybuys / Melbourne + DIVISION
Client:
Flybuys
Title:
Give a Flybuys
Category:
Television & VOD / Short Form - Series
Annual ID:
OS_FI21_048M
Award:
2021 Out of Home Merit Award
Agency:
AlmapBBDO / Sao Paulo + Gomus
Client:
Alpargatas
Title:
True Fashion
Category:
P.O.P. & In-Store / Series
Annual ID:
OS_OH21_034M
Award:
2021 Out of Home Merit Award
Agency:
Cheil / Hong Kong
Client:
Chupa Chups
Title:
Joy Sticks
Category:
P.O.P. & In-Store / Series
Annual ID:
OS_OH21_035M
Award:
2021 Out of Home Merit Award
Agency:
Cossette / Montreal + McDonald's Canada / Montreal + Visual Box / Montreal + Consulat / Montreal
Client:
McDonald's Canada
Title:
Moving Day
Category:
P.O.P. & In-Store / Series
Annual ID:
OS_OH21_036M
Award:
2021 Out of Home Merit Award
Agency:
LG2 / Toronto
Client:
Atkin Guitars
Title:
Guitarists Get It
Category:
P.O.P. & In-Store / Series
Annual ID:
OS_OH21_037M
Award:
2021 Direct Marketing Merit Award
Agency:
‿ and us / Dubai
Client:
Deliveroo and Lush
Title:
Self-Timing Soap
Category:
Physical Items
Annual ID:
OS_DM21_045M
Award:
2021 Direct Marketing Merit Award
Agency:
BBH / Singapore + Jack Morton Worldwide / Singapore
Client:
Riot Games / League of Legends: Wild Rift
Title:
Honeyfruit
Category:
Physical Items
Annual ID:
OS_DM21_046M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC / Paris + General Pop / Paris
Client:
Lacoste
Title:
Give for good
Category:
Physical Items
Annual ID:
OS_DM21_047M
Award:
2021 Direct Marketing Merit Award
Agency:
BETC HAVAS / São Paulo + HERSHEYs Brasil / São Paulo
Client:
HERSHEYs Brasil
Title:
HerShe
Category:
Physical Items
Annual ID:
OS_DM21_048M
Award:
2021 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul + Bounce Creative / Seoul + visionholdingscorp / Seoul
Client:
Korean National Police Agency
Title:
HOPE TAPE
Category:
Physical Items
Annual ID:
OS_DM21_049M
Award:
2021 Direct Marketing Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Physical Items
Annual ID:
OS_DM21_050M
Award:
2021 Direct Marketing Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS / Brussels + Raygun / Brussels + Fledge.tv / Brussels
Client:
OVK + VIAS (Parents of Road Victims + Belgian Traffic Institute)
Title:
Non-Bob
Category:
Physical Items
Annual ID:
OS_DM21_051M
Award:
2021 Direct Marketing Merit Award
Agency:
LOLA MullenLowe / Madrid
Client:
Unilever/Magnum
Title:
XXL Towel Collection
Category:
Physical Items
Annual ID:
OS_DM21_052M
Award:
2021 Direct Marketing Merit Award
Agency:
OREO + 360i / New York + the community / Miami
Client:
Mondelēz International, Inc.
Title:
The OREO Doomsday Vault
Category:
Physical Items
Annual ID:
OS_DM21_053M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz Ketchup Puzzle
Category:
Physical Items
Annual ID:
OS_DM21_054M
Award:
2021 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Paris + Ecox / Paris
Client:
Ecox
Title:
Emergency Bikes
Category:
Physical Items
Annual ID:
OS_DM21_055M
Award:
2021 Integrated Merit Award
Agency:
Droga5 / New York + Harley-Davidson / New York
Client:
Harley-Davidson
Title:
Full Throttle Wellness
Category:
Brand Transformation
Annual ID:
OS_IG21_032M
Award:
2021 Integrated Merit Award
Agency:
McCann / Detroit + Momentum Worldwide / New York + Weber Shandwick / Detroit + Commonwealth McCann / Detroit
Client:
General Motors
Title:
EVERYBODY IN
Category:
Brand Transformation
Annual ID:
OS_IG21_033M
Award:
2021 Integrated Merit Award
Agency:
Ogilvy / Chicago
Client:
City of Chicago
Title:
The City that Works By Design
Category:
Brand Transformation
Annual ID:
OS_IG21_034M
Award:
2021 Branded Entertainment Merit Award
Agency:
DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client:
Miller Lite
Title:
Cantenna
Category:
Long Form Video / Single
Annual ID:
OS_BE21_042M
Award:
2021 Branded Entertainment Merit Award
Agency:
Google Brand Studio / San Francisco
Client:
Google
Title:
Call Me Blood
Category:
Long Form Video / Single
Annual ID:
OS_BE21_043M
Award:
2021 Branded Entertainment Merit Award
Agency:
OREO + 360i / New York
Client:
Mondelēz International, Inc.
Title:
Proud Parent
Category:
Long Form Video / Single
Annual ID:
OS_BE21_044M
Award:
2021 Branded Entertainment Merit Award
Agency:
SMUGGLER + Apple
Client:
Apple
Title:
The whole working-from-home thing
Category:
Long Form Video / Single
Annual ID:
OS_BE21_045M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Media Arts Lab / Shanghai
Client:
Apple, Inc.
Title:
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Category:
Long Form Video / Single
Annual ID:
OS_BE21_046M
Award:
2021 Branded Entertainment Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Long Form Video / Single
Annual ID:
OS_BE21_047M
Award:
2021 Creative Use of Data Merit Award
Agency:
BETC / Paris + TRACTION / Paris + Start Rec + Bullprint
Client:
Citroen
Title:
The pocket dealership
Category:
Social Media
Annual ID:
OS_CU21_020M
Award:
2021 Creative Use of Data Merit Award
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Up The Vote
Category:
Social Media
Annual ID:
OS_CU21_021M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Betika / Nairobi + 2.4 Films / Nairobi
Client:
Betika
Title:
The Betika Christmas Miracle
Category:
Digital / Use of Technology
Annual ID:
OS_HW21_060M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Ogilvy Pakistan / Islamabad
Client:
Telenor Pakistan
Title:
Naming the invisible by Digital Birth Registration
Category:
Digital / Use of Technology
Annual ID:
OS_HW21_061M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
Rothco, Part of Accenture Interactive / Dublin + Irish Rugby Football Union / Dublin
Client:
Irish Rugby Football Union
Title:
See Green
Category:
Digital / Use of Technology
Annual ID:
OS_HW21_062M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
VMLY&R Mexico / Mexico City + Sanofi + MediaMonks
Client:
Sanofi / Pharmaton Kiddi
Title:
Kiddi World
Category:
Digital / Use of Technology
Annual ID:
OS_HW21_063M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FCB / Chicago + FCB / New York + Lord + Thomas / Chicago + Myles Beeson / Chicago
Client:
Michelob ULTRA
Title:
Contract for Change
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_029M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS_CE21_030M
Award:
2021 Mobile Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Mobile Advertising
Annual ID:
OS_MO21_022M
Award:
2021 Digital Craft 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 Digital Craft
Annual ID:
OS_DC21_033M
Award:
2021 Experiential & Immersive Merit Award
Agency:
TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client:
MTN DEW
Title:
MTN DEW Major Million
Category:
Events / Stunts / Competitions / Virtual - Pre-Recorded
Annual ID:
OS_EX21_042M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
INNOCEAN / Seoul + Facebook Korea / Seoul
Client:
Facebook Korea / The Cheering Bandage
Title:
THE CHEERING BANDAGE CAMPAIGN
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_HW21_081M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
WMcCann / São Paulo + Commonwealth//McCann / São Paulo + McCann Health / New Jersey + Commonwealth//McCann / Bogotá
Client:
Chevrolet
Title:
Blood Drive Thru
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_HW21_082M
Award:
2021 Branded Entertainment Merit Award
Agency:
DDB / Chicago + Alma DDB / Miami + Connect + ICF Next
Client:
Miller Lite
Title:
Cantenna
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_081M
Award:
2021 Branded Entertainment Merit Award
Agency:
DDB / Chicago + Connect + Alison Brod Marketing + Communications / New York
Client:
Coors Light
Title:
Big Game Dream
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_082M
Award:
2021 Branded Entertainment Merit Award
Agency:
Publicis Conseil / Paris + BIG / Paris + OMD / Paris
Client:
Renault
Title:
Village Electrique
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_083M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / New York + Travelers Insurance / Hartford
Client:
Travelers Insurance
Title:
Zaadii's Unfinished Story
Category:
Innovation & Transformation / Innovation in Branded Entertainment
Annual ID:
OS_BE21_084M
Award:
2021 Branded Entertainment Merit Award
Agency:
Anomaly / Toronto + AB InBev / Bud Light Canada / Toronto + Vizeum Canada / Toronto + Veritas Communications / Toronto
Client:
AB InBev / Bud Light
Title:
''Underplayed'' Feature Length Documentary
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS_BE21_049M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / New York + MTN DEW / New York + Direct Focus / New York + The Mill / New York
Client:
MTN DEW
Title:
Bob Ross
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS_BE21_050M
Award:
2021 Branded Entertainment Merit Award
Agency:
Unilever Entertainment / United Kingdom + United Entertainment Group / New York + Edelman / New York + Dove Men+Care / United Kingdom
Client:
Dove Men+Care
Title:
Changing Papa Culture Through Pop Culture with Dad
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS_BE21_051M
Award:
2021 Branded Entertainment Merit Award
Agency:
WMcCann / Rio de Janeiro + Globo Network / Rio de Janeiro + Sonido Antro / Rio de Janeiro + Craft / São Paulo
Client:
Coca-Cola
Title:
Black Santa
Category:
Full Length Video / Single or Series / Episodic
Annual ID:
OS_BE21_052M
Award:
2021 Digital Craft Merit Award
Agency:
Ogilvy / Madrid
Client:
ZALANDO
Title:
STREET IT ALL
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS_DC21_016M
Award:
2021 Digital Craft Merit Award
Agency:
R/GA / Buenos Aires
Client:
ACA
Title:
Mi Campo
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS_DC21_017M