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
Valet Guys
Agency: BWGTBLD GmbH / Berlin + antoni / Berlin
Client: Mercedes-Benz Category: Direction / Single
Maurice and The Black Bear School
Agency: Droga5 / New York
Client: Hennessy Category: Direction / Single
Born In Quarantine
Agency: Droga5 / New York + Facebook / New York
Client: Facebook Category: Direction / Single
Life Needs Truth
Agency: Droga5 / New York + The New York Times
Client: The New York Times Category: Direction / Single
The Parents
Agency: Forsman & Bodenfors / Göteborg
Client: Volvo Car Corporation Category: Direction / Single
ScissorHandsFree
Agency: Leo Burnett / Detroit + O Positive / Los Angeles
Client: Cadillac Category: Direction / Single
You Can't Stop Us
Agency: Pulse Films + Wieden+Kennedy / Portland
Client: Nike Category: Direction / Single
We Got You Baby
Agency: SMUGGLER + Huggies + Droga5 / New York
Client: Kimberly-Clark/Huggies Category: Direction / Single
AirPods Pro — Jump
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Direction / Single
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Direction / Single
Voices of Brussels
Agency: mortierbrigade / Brussels
Client: Brussels Public Transport Category: Experiential Radio & Audio
The Hy Project
Agency: The Electric Factory / Montevideo + Ayax Toyota / Montevideo + Focus / Montevideo + Niko Films / Montevideo
Client: Toyota Uruguay Category: Experiential Radio & Audio
Aware Super Brand TVC
Agency: Squeak E. Clean Studios / Sydney + The Works / Sydney + ARC EDIT / Sydney + Scoundrel / Sydney
Client: Aware Super Category: Sound Design
Project Dark Horse
Agency: R/GA / Shanghai
Client: Nike Category: Long Form Video / Series / Episodic
The Adulthood
Agency: Arts & Letters Creative Co. / Richmond + Google
Client: Chromebook Category: Craft / Animation
ABSOLUT - It's In Our Spirit
Agency: BBH / Singapore + Psyop + Stink Films / London
Client: Absolut Vodka Category: Craft / Animation
Missing Code
Agency: division7 + Mojo Supermarket
Client: Girls Who Code Category: Craft / Animation
THE PENGUIN & THE WHALE
Agency: Tencent / Shenzhen + Rudo Company / Buenos Aires, Argentina + Stink Studios / Shanghai
Client: TENCENT & UNITED NATIONS-2030 SDGs Category: Craft / Animation
Bigger Picture
Agency: DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client: Budweiser Category: Creative Effectiveness / Consumer / Brand
Never Lost
Agency: Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York
Client: Facebook Category: Creative Effectiveness / Consumer / Brand
A New Jingle for a New Era
Agency: Edelman / New York + Good Humor / Englewood Cliffs
Client: Good Humor Category: Creative Effectiveness / Consumer / Brand
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Creative Effectiveness / Consumer / Brand
Michelob ULTRA Courtside
Agency: FCB / New York
Client: Michelob ULTRA, Microsoft, NBA Category: Creative Effectiveness / Consumer / Brand
Astronomical Sales
Agency: FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client: Mastercard Category: Creative Effectiveness / Consumer / Brand
Rephrasing Parenthood
Agency: FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai
Client: Babyshop Category: Creative Effectiveness / Consumer / Brand
Stream of Lactation
Agency: Mekanism / New York + Frida Mom
Client: Frida Mom Category: Creative Effectiveness / Consumer / Brand
#JifvsGIF
Agency: PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client: The J. M. Smucker Company / Jif Category: Creative Effectiveness / Consumer / Brand
Good Morning World
Agency: Special / Auckland + Special / Sydney + Sweetshop
Client: Tourism New Zealand Category: Creative Effectiveness / Consumer / Brand
You Love Me
Agency: Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client: Beats by Dr. Dre Category: Creative Effectiveness / Consumer / Brand
Open Like Never Before
Agency: 72andSunny / Amsterdam
Client: The Coca-Cola Company Category: Short Form Video / Single
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Short Form Video / Single
The Ultimate Safety Test
Agency: Grey / London + Smuggler / London + Volvo Cars + Wildfire / London
Client: Volvo Cars (Global) Category: Short Form Video / Single
The Artist
Agency: Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai
Client: Savlon Category: Short Form Video / Single
TWO MONSTERS IN MY STORY
Agency: Publicis Conseil / Paris + Jungler / Paris + Prodigious / Paris + Starcom / Paris
Client: FACE A L'INCESTE Category: Short Form Video / Single
Records of Credit
Agency: TBWA\Chiat\Day / Los Angeles + The Youth + Colossal + Canja Audio Culture / Curitiba
Client: The Recording Academy Category: Short Form Video / Single
You Can't Stop Us
Agency: Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client: Nike Category: Short Form Video / Single
Omega Mart Grand Opening
Agency: Wieden+Kennedy / Portland + Joint Editorial + Kevin + Biscuit Filmworks
Client: Meow Wolf Category: Short Form Video / Single
Second Life
Agency: Geometry Ogilvy Japan / Tokyo + Birdman / Tokyo
Client: IBM Category: Craft / Use of Technology
Buy With Your Time
Agency: Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client: Al Futtaim IKEA Category: Craft / Use of Technology
Drinking Alone with the Moon
Agency: Cindy I-Hsuan Wang / Singapore + Nanyang Technological University / Singapore
Client: Cindy I-Hsuan Wang Category: Craft / Printing & Paper Craft
Hulu Has Live Sports: The Deepfake
Agency: Big Family Table / Los Angeles + Hulu / Santa Monica + Hungry Man Productions / Los Angeles
Client: Hulu Category: Innovation & Transformation / Innovation in Moving Image Craft
Everyday
Agency: Ogilvy / New York + Blacksmith TV + Epoch Films + Work Editorial
Client: Instagram Category: Innovation & Transformation / Innovation in Moving Image Craft
Award:
2021 Moving Image Craft Merit Award
Agency:
BWGTBLD GmbH / Berlin + antoni / Berlin
Client:
Mercedes-Benz
Title:
Valet Guys
Category:
Direction / Single
Annual ID:
OS_MI21_041M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York
Client:
Hennessy
Title:
Maurice and The Black Bear School
Category:
Direction / Single
Annual ID:
OS_MI21_042M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Born In Quarantine
Category:
Direction / Single
Annual ID:
OS_MI21_043M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + The New York Times
Client:
The New York Times
Title:
Life Needs Truth
Category:
Direction / Single
Annual ID:
OS_MI21_044M
Award:
2021 Moving Image Craft Merit Award
Agency:
Forsman & Bodenfors / Göteborg
Client:
Volvo Car Corporation
Title:
The Parents
Category:
Direction / Single
Annual ID:
OS_MI21_045M
Award:
2021 Moving Image Craft Merit Award
Agency:
Leo Burnett / Detroit + O Positive / Los Angeles
Client:
Cadillac
Title:
ScissorHandsFree
Category:
Direction / Single
Annual ID:
OS_MI21_046M
Award:
2021 Moving Image Craft Merit Award
Agency:
Pulse Films + Wieden+Kennedy / Portland
Client:
Nike
Title:
You Can't Stop Us
Category:
Direction / Single
Annual ID:
OS_MI21_047M
Award:
2021 Moving Image Craft Merit Award
Agency:
SMUGGLER + Huggies + Droga5 / New York
Client:
Kimberly-Clark/Huggies
Title:
We Got You Baby
Category:
Direction / Single
Annual ID:
OS_MI21_048M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
AirPods Pro — Jump
Category:
Direction / Single
Annual ID:
OS_MI21_049M
Award:
2021 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Direction / Single
Annual ID:
OS_MI21_050M
Award:
2021 In-House Merit Award
Agency:
Spotify In-House
Client:
Spotify
Title:
2020 Wrapped
Category:
Intra-preneurship
Annual ID:
OS_IH21_019M
Award:
2021 Radio & Audio Merit Award
Agency:
mortierbrigade / Brussels
Client:
Brussels Public Transport
Title:
Voices of Brussels
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_035M
Award:
2021 Radio & Audio Merit Award
Agency:
The Electric Factory / Montevideo + Ayax Toyota / Montevideo + Focus / Montevideo + Niko Films / Montevideo
Client:
Toyota Uruguay
Title:
The Hy Project
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_036M
Award:
2021 Radio & Audio Merit Award
Agency:
The Bloc / New York
Client:
EmpowHer NY
Title:
The Call
Category:
Experiential Radio & Audio
Annual ID:
OS_RA21_054M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Droga5 / New York
Client:
Hennessy
Title:
Maurice and The Black Bear School
Category:
Sound Design
Annual ID:
OS_MS21_045M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Squeak E. Clean Studios / Sydney + The Works / Sydney + ARC EDIT / Sydney + Scoundrel / Sydney
Client:
Aware Super
Title:
Aware Super Brand TVC
Category:
Sound Design
Annual ID:
OS_MS21_046M
Award:
2021 Branded Entertainment Merit Award
Agency:
R/GA / Shanghai
Client:
Nike
Title:
Project Dark Horse
Category:
Long Form Video / Series / Episodic
Annual ID:
OS_BE21_048M
Award:
2021 Mobile Merit Award
Agency:
BETC / Paris
Client:
Back Market
Title:
Co2ncious
Category:
Applications
Annual ID:
OS_MO21_015M
Award:
2021 Design Merit Award
Agency:
Arts & Letters Creative Co. / Richmond + Google
Client:
Chromebook
Title:
The Adulthood
Category:
Craft / Animation
Annual ID:
OS_DE21_178M
Award:
2021 Design Merit Award
Agency:
BBH / Singapore + Psyop + Stink Films / London
Client:
Absolut Vodka
Title:
ABSOLUT - It's In Our Spirit
Category:
Craft / Animation
Annual ID:
OS_DE21_179M
Award:
2021 Design Merit Award
Agency:
division7 + Mojo Supermarket
Client:
Girls Who Code
Title:
Missing Code
Category:
Craft / Animation
Annual ID:
OS_DE21_180M
Award:
2021 Design Merit Award
Agency:
Kin / New York
Client:
Mailchimp
Title:
Big Change Starts Small
Category:
Craft / Animation
Annual ID:
OS_DE21_181M
Award:
2021 Design Merit Award
Agency:
Spotify In-House
Client:
Spotify
Title:
Listening
Category:
Craft / Animation
Annual ID:
OS_DE21_182M
Award:
2021 Design Merit Award
Agency:
Tencent / Shenzhen + Rudo Company / Buenos Aires, Argentina + Stink Studios / Shanghai
Client:
TENCENT & UNITED NATIONS-2030 SDGs
Title:
THE PENGUIN & THE WHALE
Category:
Craft / Animation
Annual ID:
OS_DE21_183M
Award:
2021 Creative Effectiveness Merit Award
Agency:
DAVID / Miami + 1stAveMachine / Santa Monica + draftLine / New York
Client:
Budweiser
Title:
Bigger Picture
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_017M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Droga5 / New York + Facebook / New York + Wave Studios / New York + Blacksmith / New York
Client:
Facebook
Title:
Never Lost
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_018M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Edelman / New York + Good Humor / Englewood Cliffs
Client:
Good Humor
Title:
A New Jingle for a New Era
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_019M
Award:
2021 Creative Effectiveness Merit Award
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_020M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FCB / New York
Client:
Michelob ULTRA, Microsoft, NBA
Title:
Michelob ULTRA Courtside
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_021M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + Digitas LBI / Dubai + Carat / Dubai
Client:
Mastercard
Title:
Astronomical Sales
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_022M
Award:
2021 Creative Effectiveness Merit Award
Agency:
FP7 McCann / Dubai + FP7 McCann / Beirut + FP7 McCann / Cairo + In Hype / Dubai
Client:
Babyshop
Title:
Rephrasing Parenthood
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_023M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Mekanism / New York + Frida Mom
Client:
Frida Mom
Title:
Stream of Lactation
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_024M
Award:
2021 Creative Effectiveness Merit Award
Agency:
PSOne / New York + Funny or Die / Los Angeles + GIPHY / New York
Client:
The J. M. Smucker Company / Jif
Title:
#JifvsGIF
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_025M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Special / Auckland + Special / Sydney + Sweetshop
Client:
Tourism New Zealand
Title:
Good Morning World
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_026M
Award:
2021 Creative Effectiveness Merit Award
Agency:
Translation / Brooklyn + Beats by Dr. Dre / Los Angeles + PRETTYBIRD / Los Angeles
Client:
Beats by Dr. Dre
Title:
You Love Me
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS_CE21_027M
Award:
2021 Branded Entertainment Merit Award
Agency:
72andSunny / Amsterdam
Client:
The Coca-Cola Company
Title:
Open Like Never Before
Category:
Short Form Video / Single
Annual ID:
OS_BE21_033M
Award:
2021 Branded Entertainment Merit Award
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Short Form Video / Single
Annual ID:
OS_BE21_035M
Award:
2021 Branded Entertainment Merit Award
Agency:
Grey / London + Smuggler / London + Volvo Cars + Wildfire / London
Client:
Volvo Cars (Global)
Title:
The Ultimate Safety Test
Category:
Short Form Video / Single
Annual ID:
OS_BE21_036M
Award:
2021 Branded Entertainment Merit Award
Agency:
Ogilvy / Mumbai + ITC - Savlon / Kolkata + Good Morning / Mumbai
Client:
Savlon
Title:
The Artist
Category:
Short Form Video / Single
Annual ID:
OS_BE21_037M
Award:
2021 Branded Entertainment Merit Award
Agency:
Publicis Conseil / Paris + Jungler / Paris + Prodigious / Paris + Starcom / Paris
Client:
FACE A L'INCESTE
Title:
TWO MONSTERS IN MY STORY
Category:
Short Form Video / Single
Annual ID:
OS_BE21_038M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles + The Youth + Colossal + Canja Audio Culture / Curitiba
Client:
The Recording Academy
Title:
Records of Credit
Category:
Short Form Video / Single
Annual ID:
OS_BE21_039M
Award:
2021 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + Pulse Films + Joint Editorial + a52
Client:
Nike
Title:
You Can't Stop Us
Category:
Short Form Video / Single
Annual ID:
OS_BE21_040M
Award:
2021 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / Portland + Joint Editorial + Kevin + Biscuit Filmworks
Client:
Meow Wolf
Title:
Omega Mart Grand Opening
Category:
Short Form Video / Single
Annual ID:
OS_BE21_041M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Geometry Ogilvy Japan / Tokyo + Birdman / Tokyo
Client:
IBM
Title:
Second Life
Category:
Craft / Use of Technology
Annual ID:
OS_EX21_068M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Memac Ogilvy / Dubai + Goldmine Films / Dubai
Client:
Al Futtaim IKEA
Title:
Buy With Your Time
Category:
Craft / Use of Technology
Annual ID:
OS_EX21_069M
Award:
2021 Experiential & Immersive Merit Award
Agency:
Spotify In-House
Client:
Spotify
Title:
Alone with Me
Category:
Craft / Use of Technology
Annual ID:
OS_EX21_070M
Award:
2021 Design Merit Award
Agency:
Cindy I-Hsuan Wang / Singapore + Nanyang Technological University / Singapore
Client:
Cindy I-Hsuan Wang
Title:
Drinking Alone with the Moon
Category:
Craft / Printing & Paper Craft
Annual ID:
OS_DE21_184M
Award:
2021 Moving Image Craft Merit Award
Agency:
Big Family Table / Los Angeles + Hulu / Santa Monica + Hungry Man Productions / Los Angeles
Client:
Hulu
Title:
Hulu Has Live Sports: The Deepfake
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS_MI21_107M
Award:
2021 Moving Image Craft Merit Award
Agency:
Ogilvy / New York + Blacksmith TV + Epoch Films + Work Editorial
Client:
Instagram
Title:
Everyday
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS_MI21_108M
Award:
2021 Mobile Merit Award
Agency:
BBDO / New York
Client:
Color of Change
Title:
Pedestal Project
Category:
Craft / Art Direction
Annual ID:
OS_MO21_029M