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
Filter
Award
Agency
Client
Title
Category
Annual ID
The Last Dance Deep Fake
Agency: Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client: ESPN / State Farm Category: Brand Partnerships
THE UNCENSORED LIBRARY
Agency: DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client: Reporters Without Borders Category: Gaming / Branded Games
MTN DEW Major Million
Agency: TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client: MTN DEW Category: Gaming / Branded Games
TMALL NEW CULTURE-#NOT UNCOMMON
Agency: Heaven&Hell / Shanghai
Client: TMALL Category: Craft / Illustration
Festival of Animation Berlin
Agency: INNOCEAN Worldwide Europe / Berlin + Festival of Animation Berlin / Berlin
Client: Festival of Animation Berlin Category: Craft / Illustration
Illustrated, Your Way
Agency: Jones Knowles Ritchie / New York
Client: Burger King Category: Craft / Illustration
XXL Towel Collection
Agency: LOLA MullenLowe / Madrid
Client: Unilever/Magnum Category: Craft / Illustration
Shamecards
Agency: MullenLowe / US + Produceria / São Paulo
Client: Change the Ref Category: Craft / Illustration
The street doesn't come with instructions
Agency: Publicis / Montréal
Client: Dans la rue / In the street Category: Craft / Illustration
The Endless Letter On Instagram Stories
Agency: RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client: RT Category: Craft / Illustration
But make it Mzansi
Agency: TBWA Hunt Lascaris / Johannesburg + Fresh Helga / Johannesburg
Client: Spotify Category: Craft / Illustration
Crack Open Happy
Agency: The Martin Agency / Richmond + Flutter/Jacky Winter Group / Melbourne + Spang TV / Richmond
Client: Happy Egg Category: Craft / Illustration
Real situation
Agency: Yong Huang & Yunfeng Hu / China
Client: Amnesty International Category: Craft / Illustration
The whole working-from-home thing
Agency: Apple + SMUGGLER + Work Editorial + a52
Client: Apple Category: Casting
Dance 10.000
Agency: Forsman & Bodenfors / Göteborg + The Producers / Stockholm
Client: Generation Pep Category: Casting
The Greatest Gift
Agency: Goodby Silverstein & Partners / San Francisco
Client: Xfinity Category: Casting
MAN ENOUGH: SHAVING STEREOTYPES
Agency: Grey India / Mumbai + Procter & Gamble India / Gillette / Mumbai
Client: Procter & Gamble India / Gillette Category: Casting
The Show Must Go On
Agency: Lucky Generals / London + PRETTYBIRD / London
Client: Amazon Category: Casting
Yimsu
Agency: Redfuse Communications / Hong Kong + Redfuse Communications / Bangkok + Colgate-Palmolive / APAC + Hogarth / Bangkok
Client: Colgate-Palmolive Category: Casting
Disappearing stories
Agency: Mozga Studio / Moscow
Client: Enjoyable Ageing Charity Foundation Category: Use of Vertical Video
It's between you
Agency: BBDO Group Germany GmbH + outsider.tv
Client: WhatsApp Inc. Category: Direction / Series
Amazon Alexa Campaign
Agency: Biscuit Filmworks / London
Client: Amazon Alexa Category: Direction / Series
Radio Recliner
Agency: Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta
Client: Bridge Senior Living Category: Innovation & Transformation / Innovation in Lockdown
Voices of Brussels
Agency: mortierbrigade / Brussels
Client: Brussels Public Transport 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
We will hug again
Agency: Anomaly / Berlin + BWGTBLD GmbH / Berlin + Smarts / London
Client: Zalando Category: Use of Licensed Music
Base:line
Agency: Apple / Los Angeles + Every/Other + Apple / Los Angeles
Client: Apple Category: Use of Licensed Music
Family Diary
Agency: BBDO Group Germany GmbH + AlmapBBDO / Sao Paulo + ANORAK Film GmbH
Client: WhatsApp Inc. Category: Use of Licensed Music
AirPods Pro — Jump
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple, Inc. Category: Use of Licensed Music
Life Needs Truth
Agency: Droga5 / New York + The New York Times
Client: The New York Times Category: Use of Licensed Music
Kentucky Turtle Derby
Agency: Energy BBDO / Chicago + Flare Chicago / Chicago + Current Global / Chicago
Client: Brown-Forman, Old Forester Category: Experiential / Virtual Events - Livestream
UNBOXING
Agency: FCB&FiRe / Madrid
Client: Netflix / PlayStation Category: Experiential / Virtual Events - Livestream
Super Wendy's World
Agency: VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client: Wendy's Category: Experiential / Virtual Events - Livestream
World’s Oldest E-sports Team
Agency: Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client: HomeEquity Bank Category: Experiential / Virtual Events - Livestream
Certified Story Time- Hidden Camera Hunt
Agency: MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago
Client: General Motors Certified Pre-Owned Category: Craft / Writing
The OREO Doomsday Vault
Agency: the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client: Mondelez / Oreo Category: Craft / Writing
Good to the last drop. And long after.
Agency: 3 Mad Fish / Atlantic Highlands + Salt Experiential Commerce / Toronto
Client: Kraft Heinz Canada / Maxwell House Coffee Category: Out of Home / Brand Installations
Apple Store Opening: Sanlitun Beijing
Agency: Apple
Client: Apple Category: Out of Home / Brand Installations
Farewell, Work Holiday Parties
Agency: DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client: Miller Lite Category: Out of Home / Brand Installations
Broken Ceiling
Agency: McCann / New York + State Street Global Advisors / Boston
Client: State Street Global Advisors Category: Out of Home / Brand Installations
The Invisible Store
Agency: Publicis Italy / Milan + Independent Ideas / Milan
Client: Bottega Veneta Category: Out of Home / Brand Installations
Melting Florida
Agency: Zubi Advertising / Coral Gables
Client: The CLEO Institute Category: Out of Home / Brand Installations
As One: The Vince Lombardi Comeback
Agency: 72andSunny / Los Angeles + National Football League
Client: National Football League Category: Use of Technology
Award:
2021 Integrated Merit Award
Agency:
Translation / Brooklyn + ESPN CreativeWorks / New York + ArtClass Content / New York
Client:
ESPN / State Farm
Title:
The Last Dance Deep Fake
Category:
Brand Partnerships
Annual ID:
OS_IG21_036M
Award:
2021 Interactive & Online Merit Award
Agency:
DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
Client:
Reporters Without Borders
Title:
THE UNCENSORED LIBRARY
Category:
Gaming / Branded Games
Annual ID:
OS_IN21_056M
Award:
2021 Interactive & Online Merit Award
Agency:
TBWA\Chiat\Day / New York + MJZ / New York + MTN DEW / New York
Client:
MTN DEW
Title:
MTN DEW Major Million
Category:
Gaming / Branded Games
Annual ID:
OS_IN21_057M
Award:
2021 Design Merit Award
Agency:
COLLINS + Robinhood
Client:
Robinhood
Title:
Robinhood Illustration
Category:
Craft / Illustration
Annual ID:
OS_DE21_163M
Award:
2021 Design Merit Award
Agency:
Heaven&Hell / Shanghai
Client:
TMALL
Title:
TMALL NEW CULTURE-#NOT UNCOMMON
Category:
Craft / Illustration
Annual ID:
OS_DE21_164M
Award:
2021 Design Merit Award
Agency:
INNOCEAN Worldwide Europe / Berlin + Festival of Animation Berlin / Berlin
Client:
Festival of Animation Berlin
Title:
Festival of Animation Berlin
Category:
Craft / Illustration
Annual ID:
OS_DE21_165M
Award:
2021 Design Merit Award
Agency:
Jones Knowles Ritchie / New York
Client:
Burger King
Title:
Illustrated, Your Way
Category:
Craft / Illustration
Annual ID:
OS_DE21_166M
Award:
2021 Design Merit Award
Agency:
LOLA MullenLowe / Madrid
Client:
Unilever/Magnum
Title:
XXL Towel Collection
Category:
Craft / Illustration
Annual ID:
OS_DE21_167M
Award:
2021 Design Merit Award
Agency:
Mailchimp
Client:
Mailchimp
Title:
Mailchimp Shop Local
Category:
Craft / Illustration
Annual ID:
OS_DE21_168M
Award:
2021 Design Merit Award
Agency:
MullenLowe / US + Produceria / São Paulo
Client:
Change the Ref
Title:
Shamecards
Category:
Craft / Illustration
Annual ID:
OS_DE21_169M
Award:
2021 Design Merit Award
Agency:
Publicis / Montréal
Client:
Dans la rue / In the street
Title:
The street doesn't come with instructions
Category:
Craft / Illustration
Annual ID:
OS_DE21_170M
Award:
2021 Design Merit Award
Agency:
RT Creative Lab / Moscow + RANEPA DESIGN SCHOOL / Moscow
Client:
RT
Title:
The Endless Letter On Instagram Stories
Category:
Craft / Illustration
Annual ID:
OS_DE21_171M
Award:
2021 Design Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Fresh Helga / Johannesburg
Client:
Spotify
Title:
But make it Mzansi
Category:
Craft / Illustration
Annual ID:
OS_DE21_172M
Award:
2021 Design Merit Award
Agency:
The Martin Agency / Richmond + Flutter/Jacky Winter Group / Melbourne + Spang TV / Richmond
Client:
Happy Egg
Title:
Crack Open Happy
Category:
Craft / Illustration
Annual ID:
OS_DE21_173M
Award:
2021 Design Merit Award
Agency:
Yong Huang & Yunfeng Hu / China
Client:
Amnesty International
Title:
Real situation
Category:
Craft / Illustration
Annual ID:
OS_DE21_174M
Award:
2021 Health, Wellness & Pharma Merit Award
Agency:
AMV BBDO / London
Client:
Essity Tena
Title:
Ageless
Category:
Integrated Campaign
Annual ID:
OS_HW21_074M
Award:
2021 Moving Image Craft Merit Award
Agency:
Apple + SMUGGLER + Work Editorial + a52
Client:
Apple
Title:
The whole working-from-home thing
Category:
Casting
Annual ID:
OS_MI21_099M
Award:
2021 Moving Image Craft Merit Award
Agency:
Forsman & Bodenfors / Göteborg + The Producers / Stockholm
Client:
Generation Pep
Title:
Dance 10.000
Category:
Casting
Annual ID:
OS_MI21_100M
Award:
2021 Moving Image Craft Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco
Client:
Xfinity
Title:
The Greatest Gift
Category:
Casting
Annual ID:
OS_MI21_101M
Award:
2021 Moving Image Craft Merit Award
Agency:
Grey India / Mumbai + Procter & Gamble India / Gillette / Mumbai
Client:
Procter & Gamble India / Gillette
Title:
MAN ENOUGH: SHAVING STEREOTYPES
Category:
Casting
Annual ID:
OS_MI21_102M
Award:
2021 Moving Image Craft Merit Award
Agency:
Grey / New York
Client:
P&G
Title:
The Pause
Category:
Casting
Annual ID:
OS_MI21_103M
Award:
2021 Moving Image Craft Merit Award
Agency:
Lucky Generals / London + PRETTYBIRD / London
Client:
Amazon
Title:
The Show Must Go On
Category:
Casting
Annual ID:
OS_MI21_104M
Award:
2021 Moving Image Craft Merit Award
Agency:
Redfuse Communications / Hong Kong + Redfuse Communications / Bangkok + Colgate-Palmolive / APAC + Hogarth / Bangkok
Client:
Colgate-Palmolive
Title:
Yimsu
Category:
Casting
Annual ID:
OS_MI21_105M
Award:
2021 Moving Image Craft Merit Award
Agency:
The Bloc / New York
Client:
EmpowHer NY
Title:
The Call
Category:
Casting
Annual ID:
OS_MI21_106M
Award:
2021 Moving Image Craft Merit Award
Agency:
Mozga Studio / Moscow
Client:
Enjoyable Ageing Charity Foundation
Title:
Disappearing stories
Category:
Use of Vertical Video
Annual ID:
OS_MI21_097M
Award:
2021 Moving Image Craft Merit Award
Agency:
BBDO Group Germany GmbH + outsider.tv
Client:
WhatsApp Inc.
Title:
It's between you
Category:
Direction / Series
Annual ID:
OS_MI21_051M
Award:
2021 Moving Image Craft Merit Award
Agency:
Biscuit Filmworks / London
Client:
Amazon Alexa
Title:
Amazon Alexa Campaign
Category:
Direction / Series
Annual ID:
OS_MI21_052M
Award:
2021 Radio & Audio Merit Award
Agency:
Luckie / Atlanta & Birmingham + Bridge Senior Living / Orlando + Boutwell Studios / Birmingham + MKE Communications / Atlanta
Client:
Bridge Senior Living
Title:
Radio Recliner
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_RA21_058M
Award:
2021 Radio & Audio Merit Award
Agency:
mortierbrigade / Brussels
Client:
Brussels Public Transport
Title:
Voices of Brussels
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS_RA21_059M
Award:
2021 Radio & Audio 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_RA21_060M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Anomaly / Berlin + BWGTBLD GmbH / Berlin + Smarts / London
Client:
Zalando
Title:
We will hug again
Category:
Use of Licensed Music
Annual ID:
OS_MS21_026M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Apple / Los Angeles + Every/Other + Apple / Los Angeles
Client:
Apple
Title:
Base:line
Category:
Use of Licensed Music
Annual ID:
OS_MS21_027M
Award:
2021 Music & Sound Craft Merit Award
Agency:
BBDO Group Germany GmbH + AlmapBBDO / Sao Paulo + ANORAK Film GmbH
Client:
WhatsApp Inc.
Title:
Family Diary
Category:
Use of Licensed Music
Annual ID:
OS_MS21_028M
Award:
2021 Music & Sound Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple, Inc.
Title:
AirPods Pro — Jump
Category:
Use of Licensed Music
Annual ID:
OS_MS21_029M
Award:
2021 Music & Sound Craft Merit Award
Agency:
Droga5 / New York + The New York Times
Client:
The New York Times
Title:
Life Needs Truth
Category:
Use of Licensed Music
Annual ID:
OS_MS21_030M
Award:
2021 Moving Image Craft Merit Award
Agency:
FIG + CNN + HouseSpecial
Client:
CNN
Title:
Donkey & Elephant
Category:
Animation / Series
Annual ID:
OS_MI21_089M
Award:
2021 Branded Entertainment Merit Award
Agency:
Energy BBDO / Chicago + Flare Chicago / Chicago + Current Global / Chicago
Client:
Brown-Forman, Old Forester
Title:
Kentucky Turtle Derby
Category:
Experiential / Virtual Events - Livestream
Annual ID:
OS_BE21_062M
Award:
2021 Branded Entertainment Merit Award
Agency:
FCB&FiRe / Madrid
Client:
Netflix / PlayStation
Title:
UNBOXING
Category:
Experiential / Virtual Events - Livestream
Annual ID:
OS_BE21_063M
Award:
2021 Branded Entertainment Merit Award
Agency:
VMLY&R / Kansas City + Wendy's + Spark Foundry / New York + Ketchum / Chicago
Client:
Wendy's
Title:
Super Wendy's World
Category:
Experiential / Virtual Events - Livestream
Annual ID:
OS_BE21_064M
Award:
2021 Branded Entertainment Merit Award
Agency:
Zulu Alpha Kilo / Toronto + HomeEquity Bank / Toronto + Zulubot / Toronto
Client:
HomeEquity Bank
Title:
World’s Oldest E-sports Team
Category:
Experiential / Virtual Events - Livestream
Annual ID:
OS_BE21_065M
Award:
2021 Interactive & Online Merit Award
Agency:
MRM / Detroit + Station Films / Los Angeles + Hudson Edit / Detroit + The Mill / Chicago
Client:
General Motors Certified Pre-Owned
Title:
Certified Story Time- Hidden Camera Hunt
Category:
Craft / Writing
Annual ID:
OS_IN21_064M
Award:
2021 Interactive & Online Merit Award
Agency:
the community / Miami + OREO + 360i / New York + World War Seven / San Francisco
Client:
Mondelez / Oreo
Title:
The OREO Doomsday Vault
Category:
Craft / Writing
Annual ID:
OS_IN21_065M
Award:
2021 Design Merit Award
Agency:
3 Mad Fish / Atlantic Highlands + Salt Experiential Commerce / Toronto
Client:
Kraft Heinz Canada / Maxwell House Coffee
Title:
Good to the last drop. And long after.
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_129M
Award:
2021 Design Merit Award
Agency:
Apple
Client:
Apple
Title:
Apple Store Opening: Sanlitun Beijing
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_130M
Award:
2021 Design Merit Award
Agency:
DDB / Chicago + LIME Studios + Arcade + Arts & Sciences
Client:
Miller Lite
Title:
Farewell, Work Holiday Parties
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_131M
Award:
2021 Design Merit Award
Agency:
McCann / New York + State Street Global Advisors / Boston
Client:
State Street Global Advisors
Title:
Broken Ceiling
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_132M
Award:
2021 Design Merit Award
Agency:
Publicis Italy / Milan + Independent Ideas / Milan
Client:
Bottega Veneta
Title:
The Invisible Store
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_133M
Award:
2021 Design Merit Award
Agency:
Zubi Advertising / Coral Gables
Client:
The CLEO Institute
Title:
Melting Florida
Category:
Out of Home / Brand Installations
Annual ID:
OS_DE21_134M
Award:
2021 Moving Image Craft Merit Award
Agency:
72andSunny / Los Angeles + National Football League
Client:
National Football League
Title:
As One: The Vince Lombardi Comeback
Category:
Use of Technology
Annual ID:
OS_MI21_098M
Award:
2021 Moving Image Craft Merit Award
Agency:
Droga5 / New York + Facebook / New York
Client:
Facebook
Title:
Survive
Category:
Writing / Single
Annual ID:
OS_MI21_053M