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
3362 FALABELLA.COM
Agency: Leo Burnett Colombia / Bogotá + Falabella / Bogotá
Client: Falabella Category: Innovation & Transformation / Innovation in Lockdown
Delivery to Burger King
Agency: McCann / Lima
Client: Burger King 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
Big Good
Agency: TBWA ESPAÑA / Madrid
Client: McDonald's Category: Innovation & Transformation / Innovation in Lockdown
Augmented Archaeology
Agency: Ogilvy / Beijing
Client: Huawei Device Co., Ltd. Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Adobe x Keith Haring
Agency: dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow
Client: Adobe Category: User-Generated Content
#ABreakForHaveABreak
Agency: Wunderman Thompson / São Paulo + Wunderman Thompson / London + Nestlé - KitKat
Client: KitKat Category: User-Generated Content
MTN DEW Major Million
Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client: MTN DEW Category: Games
The Client Said No
Agency: INNOCEAN Worldwide Europe / Berlin + DaHouse Audio / Sao Paulo + Le Tour Du Monde / Sao Paulo
Client: DaHouse Audio/ Music Production House Category: Custom Content
Baby Proof Spotify Ads
Agency: Rethink + IKEA Canada / Toronto
Client: IKEA Canada Category: Custom Content
Carlton Zero - Rewrite The Rules
Agency: Clemenger BBDO / Melbourne + Carlton & United Breweries / Melbourne
Client: Carlton & United Breweries - Carlton Zero Category: Television & VOD / Short Form - Single
Stay Home of the Whopper
Agency: FCB / New York
Client: Burger King Category: Television & VOD / Short Form - Single
Superb Owl
Agency: R/GA California / San Francisco
Client: Reddit Category: Television & VOD / Short Form - Single
Aunt Infestation
Agency: The Martin Agency / Richmond + GEICO / Chevy Chase, MD + O Positive / Los Angeles + Mackcut / New York
Client: GEICO Category: Television & VOD / Short Form - Single
Sloways
Agency: CHE Proximity / Australia + Mindshare + Thinkerbell / Melbourne + Revolver / Sydney
Client: IAG / NRMA Insurance Category: Spatial Design / Wayfinding
When It's All Over
Agency: Droga5 / New York + Reform Alliance / New York
Client: Reform Alliance Category: User-Generated Content
#ItStartsOnTikTok
Agency: TikTok / Los Angeles + Known / New York
Client: TikTok Category: User-Generated Content
Play For The World
Agency: Wieden+Kennedy / Portland + Joint Editorial + Walker
Client: Nike Category: User-Generated Content
Hulu Sellouts x Dame D.O.L.L.A.
Agency: Big Family Table / Los Angeles + Hulu / Santa Monica + The Den Editorial / Los Angeles + Hungry Man Productions / Los Angeles
Client: Hulu Category: Sonic Branding / Branded Audio
Living the High Life at Home
Agency: adam&eveNYC / New York + Exile + The Mill + Biscuit Filmworks
Client: Miller High Life Category: Innovation & Transformation / Innovation in Lockdown
PLAY NZ
Agency: AIRBAG / Melbourne + TBWA / Sydney + ARC EDIT / Sydney + Eleven PR / Sydney
Client: Tourism New Zealand Category: Innovation & Transformation / Innovation in Lockdown
Never Lost
Agency: Droga5 / New York + Facebook / New York
Client: Facebook Category: Innovation & Transformation / Innovation in Lockdown
The Last Dance Deep Fake
Agency: ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client: ESPN / State Farm Category: Innovation & Transformation / Innovation in Lockdown
Ingenious Productions
Agency: Iconoclast / London + Publicis • Poke / London + Dacia
Client: Dacia Category: Innovation & Transformation / Innovation in Lockdown
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up 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
Grounded
Agency: SMUGGLER + Droga5 / New York
Client: Sing Street Category: Innovation & Transformation / Innovation in Lockdown
Shot on iPhone 12 Pro Max I Chinese New Year—Nian
Agency: TBWA\Media Arts Lab / Shanghai
Client: Apple, Inc. Category: Innovation & Transformation / Innovation in Lockdown
#ItStartsOnTikTok
Agency: TikTok / Los Angeles + Known / New York
Client: TikTok Category: Innovation & Transformation / Innovation in Lockdown
Britain Get Talking Covid-19
Agency: Uncommon Creative Studio / London + ITV / London
Client: ITV Category: Innovation & Transformation / Innovation in Lockdown
#UNHATEWOMEN
Agency: fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin
Client: Terre des Femmes Category: Online-only Video / Pre-Roll - Series
Dante's Heartbeats
Agency: Abby Priest / Stockholm + New Land / Stockholm
Client: The Swedish Heartchild Foundation Category: Music Videos
Google Black-Owned Friday
Agency: BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client: Google Category: Music Videos
Hulu Sellouts x Dame D.O.L.L.A.
Agency: Big Family Table / Los Angeles + Hulu / Santa Monica + The Den Editorial / Los Angeles + Hungry Man Productions / Los Angeles
Client: Hulu Category: Music Videos
BORN FROM WRC GR YARIS
Agency: Dentsu Inc. / Tokyo + ADBRAIN / Tokyo + PICT INC. / Tokyo
Client: Toyota Motor Corporation Category: Craft / Photography
Save Our Sentinels
Agency: Wunderman Thompson / India
Client: JIMMY NELSON FOUNDATION Category: Craft / Photography
Green Instructions
Agency: Ogilvy Poland / Warsaw
Client: LEGO Category: Integrated Digital & Physical Product
Cités
Agency: HEREZIE / PARIS + Quad Stories / Paris
Client: AMAZON PRIME VIDEO Category: Mobile-First Video / Over 15 Seconds
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Mobile-First Video / Over 15 Seconds
Everyday
Agency: Ogilvy / New York + Blacksmith TV + Epoch Films + Work Editorial
Client: Instagram Category: User-Generated Content
Today We Rise
Agency: Ogilvy UK / London + BrotherTV / Great Guns
Client: Girl Up Category: Digital & Online / Social Media Post - Single
Heinz on Film
Agency: Rethink / Toronto + Kraft Heinz Canada / Toronto
Client: Kraft Heinz Canada Category: Digital & Online / Social Media Post - Single
Shot on iPhone by Damien Chazelle–Vertical Cinema
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Digital & Online / Social Media Post - Single
The Nature of Plastic - Glacier
Agency: Cheil Central America / Panama
Client: Greenpeace Category: Craft / Art Direction
Boring Heroes
Agency: McCann / New York + Reckitt Benckiser / Parsippany
Client: Reckitt Benckiser / Mucinex Category: Craft / Art Direction
OUR CULTURE
Agency: MullenLowe Delta / Guayaquil + Pierini and partners / Buenos Aires + Platinum FMD / Rio de Janeiro
Client: AB InBev PILSENER Category: Craft / Art Direction
Rebrand the game
Agency: MullenLowe SSP3 / Bogotá
Client: AB InBev - Budweiser Category: Craft / Art Direction
Crossed-out classics
Agency: the community / Miami
Client: Project Gutenberg Category: Craft / Art Direction
Award:
2021 Direct Marketing Merit Award
Agency:
Leo Burnett Colombia / Bogotá + Falabella / Bogotá
Client:
Falabella
Title:
3362 FALABELLA.COM
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_120M
Award:
2021 Direct Marketing Merit Award
Agency:
McCann / Lima
Client:
Burger King
Title:
Delivery to Burger King
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_121M
Award:
2021 Direct Marketing 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_DM21_122M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA ESPAÑA / Madrid
Client:
McDonald's
Title:
Big Good
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_DM21_123M
Award:
2021 Mobile Merit Award
Agency:
Ogilvy / Beijing
Client:
Huawei Device Co., Ltd.
Title:
Augmented Archaeology
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS_MO21_026M
Award:
2021 Social Media Merit Award
Agency:
dentsu ACHTUNG! / Amserdam + Bakehouse / Moscow
Client:
Adobe
Title:
Adobe x Keith Haring
Category:
User-Generated Content
Annual ID:
OS_SM21_071M
Award:
2021 Social Media Merit Award
Agency:
Wunderman Thompson / São Paulo + Wunderman Thompson / London + Nestlé - KitKat
Client:
KitKat
Title:
#ABreakForHaveABreak
Category:
User-Generated Content
Annual ID:
OS_SM21_072M
Award:
2021 Branded Entertainment Merit Award
Agency:
TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client:
MTN DEW
Title:
MTN DEW Major Million
Category:
Games
Annual ID:
OS_BE21_060M
Award:
2021 Radio & Audio Merit Award
Agency:
INNOCEAN Worldwide Europe / Berlin + DaHouse Audio / Sao Paulo + Le Tour Du Monde / Sao Paulo
Client:
DaHouse Audio/ Music Production House
Title:
The Client Said No
Category:
Custom Content
Annual ID:
OS_RA21_033M
Award:
2021 Radio & Audio Merit Award
Agency:
Rethink + IKEA Canada / Toronto
Client:
IKEA Canada
Title:
Baby Proof Spotify Ads
Category:
Custom Content
Annual ID:
OS_RA21_034M
Award:
2021 Film Merit Award
Agency:
Clemenger BBDO / Melbourne + Carlton & United Breweries / Melbourne
Client:
Carlton & United Breweries - Carlton Zero
Title:
Carlton Zero - Rewrite The Rules
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_043M
Award:
2021 Film Merit Award
Agency:
FCB / New York
Client:
Burger King
Title:
Stay Home of the Whopper
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_044M
Award:
2021 Film Merit Award
Agency:
R/GA California / San Francisco
Client:
Reddit
Title:
Superb Owl
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_045M
Award:
2021 Film Merit Award
Agency:
The Martin Agency / Richmond + GEICO / Chevy Chase, MD + O Positive / Los Angeles + Mackcut / New York
Client:
GEICO
Title:
Aunt Infestation
Category:
Television & VOD / Short Form - Single
Annual ID:
OS_FI21_046M
Award:
2021 Design Merit Award
Agency:
CHE Proximity / Australia + Mindshare + Thinkerbell / Melbourne + Revolver / Sydney
Client:
IAG / NRMA Insurance
Title:
Sloways
Category:
Spatial Design / Wayfinding
Annual ID:
OS_DE21_147M
Award:
2021 Film Merit Award
Agency:
Droga5 / New York + Reform Alliance / New York
Client:
Reform Alliance
Title:
When It's All Over
Category:
User-Generated Content
Annual ID:
OS_FI21_132M
Award:
2021 Film Merit Award
Agency:
TikTok / Los Angeles + Known / New York
Client:
TikTok
Title:
#ItStartsOnTikTok
Category:
User-Generated Content
Annual ID:
OS_FI21_133M
Award:
2021 Film Merit Award
Agency:
Wieden+Kennedy / Portland + Joint Editorial + Walker
Client:
Nike
Title:
Play For The World
Category:
User-Generated Content
Annual ID:
OS_FI21_134M
Award:
2021 Radio & Audio Merit Award
Agency:
Big Family Table / Los Angeles + Hulu / Santa Monica + The Den Editorial / Los Angeles + Hungry Man Productions / Los Angeles
Client:
Hulu
Title:
Hulu Sellouts x Dame D.O.L.L.A.
Category:
Sonic Branding / Branded Audio
Annual ID:
OS_RA21_020M
Award:
2021 Film Merit Award
Agency:
adam&eveNYC / New York + Exile + The Mill + Biscuit Filmworks
Client:
Miller High Life
Title:
Living the High Life at Home
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_136M
Award:
2021 Film Merit Award
Agency:
AIRBAG / Melbourne + TBWA / Sydney + ARC EDIT / Sydney + Eleven PR / Sydney
Client:
Tourism New Zealand
Title:
PLAY NZ
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_137M
Award:
2021 Film Merit Award
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Never Lost
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_138M
Award:
2021 Film Merit Award
Agency:
ESPN CreativeWorks / New York + Translation / Brooklyn + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_139M
Award:
2021 Film Merit Award
Agency:
Iconoclast / London + Publicis • Poke / London + Dacia
Client:
Dacia
Title:
Ingenious Productions
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_140M
Award:
2021 Film Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_141M
Award:
2021 Film 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_FI21_142M
Award:
2021 Film Merit Award
Agency:
SMUGGLER + Droga5 / New York
Client:
Sing Street
Title:
Grounded
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_143M
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:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_144M
Award:
2021 Film Merit Award
Agency:
TikTok / Los Angeles + Known / New York
Client:
TikTok
Title:
#ItStartsOnTikTok
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_145M
Award:
2021 Film Merit Award
Agency:
Uncommon Creative Studio / London + ITV / London
Client:
ITV
Title:
Britain Get Talking Covid-19
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_FI21_146M
Award:
2021 Interactive & Online Merit Award
Agency:
fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin
Client:
Terre des Femmes
Title:
#UNHATEWOMEN
Category:
Online-only Video / Pre-Roll - Series
Annual ID:
OS_IN21_044M
Award:
2021 Branded Entertainment Merit Award
Agency:
Abby Priest / Stockholm + New Land / Stockholm
Client:
The Swedish Heartchild Foundation
Title:
Dante's Heartbeats
Category:
Music Videos
Annual ID:
OS_BE21_053M
Award:
2021 Branded Entertainment Merit Award
Agency:
BBH / New York + Not to Scale / New York + STATE / Los Angeles
Client:
Google
Title:
Google Black-Owned Friday
Category:
Music Videos
Annual ID:
OS_BE21_054M
Award:
2021 Branded Entertainment Merit Award
Agency:
Big Family Table / Los Angeles + Hulu / Santa Monica + The Den Editorial / Los Angeles + Hungry Man Productions / Los Angeles
Client:
Hulu
Title:
Hulu Sellouts x Dame D.O.L.L.A.
Category:
Music Videos
Annual ID:
OS_BE21_055M
Award:
2021 Design Merit Award
Agency:
Cheil / Hong Kong
Client:
Volkswagen
Title:
Abandoned Stations
Category:
Craft / Photography
Annual ID:
OS_DE21_175M
Award:
2021 Design Merit Award
Agency:
Dentsu Inc. / Tokyo + ADBRAIN / Tokyo + PICT INC. / Tokyo
Client:
Toyota Motor Corporation
Title:
BORN FROM WRC GR YARIS
Category:
Craft / Photography
Annual ID:
OS_DE21_176M
Award:
2021 Design Merit Award
Agency:
Wunderman Thompson / India
Client:
JIMMY NELSON FOUNDATION
Title:
Save Our Sentinels
Category:
Craft / Photography
Annual ID:
OS_DE21_177M
Award:
2021 IP & Products Merit Award
Agency:
Ogilvy Poland / Warsaw
Client:
LEGO
Title:
Green Instructions
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP21_024M
Award:
2021 Mobile Merit Award
Agency:
HEREZIE / PARIS + Quad Stories / Paris
Client:
AMAZON PRIME VIDEO
Title:
Cités
Category:
Mobile-First Video / Over 15 Seconds
Annual ID:
OS_MO21_023M
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-First Video / Over 15 Seconds
Annual ID:
OS_MO21_024M
Award:
2021 Branded Entertainment Merit Award
Agency:
Ogilvy / New York + Blacksmith TV + Epoch Films + Work Editorial
Client:
Instagram
Title:
Everyday
Category:
User-Generated Content
Annual ID:
OS_BE21_069M
Award:
2021 Direct Marketing Merit Award
Agency:
Ogilvy UK / London + BrotherTV / Great Guns
Client:
Girl Up
Title:
Today We Rise
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_081M
Award:
2021 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Kraft Heinz Canada / Toronto
Client:
Kraft Heinz Canada
Title:
Heinz on Film
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_082M
Award:
2021 Direct Marketing Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
Shot on iPhone by Damien Chazelle–Vertical Cinema
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DM21_083M
Award:
2021 Print Merit Award
Agency:
Cheil Central America / Panama
Client:
Greenpeace
Title:
The Nature of Plastic - Glacier
Category:
Craft / Art Direction
Annual ID:
OS_PT21_056M
Award:
2021 Print Merit Award
Agency:
GAVa Studio / São Paulo
Client:
Otrivin
Title:
Pillballs
Category:
Craft / Art Direction
Annual ID:
OS_PT21_057M
Award:
2021 Print Merit Award
Agency:
McCann / New York + Reckitt Benckiser / Parsippany
Client:
Reckitt Benckiser / Mucinex
Title:
Boring Heroes
Category:
Craft / Art Direction
Annual ID:
OS_PT21_058M
Award:
2021 Print Merit Award
Agency:
MullenLowe Delta / Guayaquil + Pierini and partners / Buenos Aires + Platinum FMD / Rio de Janeiro
Client:
AB InBev PILSENER
Title:
OUR CULTURE
Category:
Craft / Art Direction
Annual ID:
OS_PT21_059M
Award:
2021 Print Merit Award
Agency:
MullenLowe SSP3 / Bogotá
Client:
AB InBev - Budweiser
Title:
Rebrand the game
Category:
Craft / Art Direction
Annual ID:
OS_PT21_060M
Award:
2021 Print Merit Award
Agency:
the community / Miami
Client:
Project Gutenberg
Title:
Crossed-out classics
Category:
Craft / Art Direction
Annual ID:
OS_PT21_061M