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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Award
Agency
Client
Title
Category
Annual ID
Non-Fungible Animals
Agency: Saatchi & Saatchi / Düsseldorf + MetaDesign / Berlin + Digitas Pixelpark / Germany + MSL Group / Germany
Client: WWF Category: Craft / Illustration
Xbox Equality Controller
Agency: SERVICEPLAN GERMANY / Munich
Client: Microsoft / Xbox Category: Craft / Illustration
Nike x Billie J
Agency: The One Off / London + Billie J / London + Nike / London + Agency Rush / London
Client: Nike Category: Craft / Illustration
OREO x Pokémon
Agency: 360i / New York + OREO + Media.Monks
Client: OREO Category: Craft / Animation
The Takeover
Agency: Bear Meets Eagle On Fire / Sydney + Augenblick Studios + Rumble Studios + Blockhead VFX
Client: Stake Category: Craft / Animation
Nora's Joy
Agency: CONILL ADVERTISING / Los Angeles + Toyota Motor North America, U.S.A. Inc + Pickle Music / Los Angeles + Passion Pictures / Los Angeles
Client: Toyota Category: Craft / Animation
THE JUJUBE
Agency: Tencent In-House / Shenzhen + Shanghai Fanbu Network and Technology LLC / Shanghai
Client: Tencent Neo-Culture Creativity Category: Craft / Animation
VS SERIES
Agency: GREY / Tokyo + MediaCom / Singapore
Client: THE PROCTER & GAMBLE COMPANY / SK-Ⅱ Category: Craft / Animation
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Craft / Photography
Meat?
Agency: DAVID / Madrid + LundLund / Stockholm
Client: Burger King Category: Craft / Photography
Proper Dining
Agency: INGO / Hamburg + Ogilvy Germany + Burger King Germany / Hannover + CAW Media GmbH / Buende
Client: Burger King Germany Category: Craft / Photography
The Bigger Crash
Agency: Jung von Matt AG / Hamburg + SquarePixel Limited / Rio de Janeiro + Stabbiolo Music / Sarteano
Client: Hyundai Global Category: Craft / Photography
Smile always find a way
Agency: VMLY&R / Paris + Red Fuse / Paris
Client: Colgate Palmolive Category: Craft / Photography
Signs From Beyond
Agency: Commonwealth//McCann / Mexico City
Client: General Motors / Chevrolet Category: Craft / Art Direction
SOCIAL BULLETS
Agency: Area 23, An IPG Health Company / New York
Client: STAND FOR THE SILENT/KAZOO Category: Craft / Dynamic Data Visualization
OREO x Pokémon
Agency: 360i / New York + OREO + Media.Monks
Client: OREO Category: Craft / Printing & Production
Summer Stimmy
Agency: 3PM/Weber Shandwick / New York + AB InBev / Bud Light + Ghost Robot / New York
Client: AB InBev / Bud Light Category: Craft / Writing
Firefighters Don't Like Fire Movies
Agency: FCB New Zealand / Auckland + FINCH
Client: Fire and Emergency New Zealand Category: Craft / Writing
Dyslexia Unetided
Agency: SERVICEPLAN GERMANY / Munich
Client: Gruner + Jahr Deutschland / Stern Category: Craft / Writing
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Wearesicarios / Madrid
Client: Burger King Category: Craft / Writing
Long copy Billboard
Agency: Oatly Department of Mind Control / Malmö
Client: Oatly Category: Craft / Writing
Guardian 200 Years, a Work in Progress
Agency: OLIVER Agency / London
Client: the Guardian Category: Craft / Writing
Everyday Heroes
Agency: Uncommon Creative Studio / London + LADbible Group
Client: LADBible Group Category: Craft / Writing
Gender Gaps
Agency: +KNAUSS / Hamburg + Die Stube / Hamburg
Client: Frauen aufs Podium e.V. Category: Craft / Writing - Series
Nuggets of Wisdom
Agency: Joe Public United / Johannesburg + StudiJoe / Johannesburg
Client: Chicken Licken Category: Craft / Writing - Series
Music Liberates Music Mixtape
Agency: BBDO / New York
Client: BACARDÍ Category: Craft / Use of Technology
The Ad Break Championship – GTI Hijack
Agency: DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client: Volkswagen Group Australia Category: Craft / Use of Technology
Big Days - Lifeguard
Agency: Juniper Park \ TBWA / Toronto + Apollo Studios
Client: New York Fries Category: Craft / Writing - Single
Big Days - Nude Model
Agency: Juniper Park \ TBWA / Toronto + Apollo Studios
Client: New York Fries Category: Craft / Writing - Single
FlyNet - Smart Home
Agency: Kolle Rebbe / Hamburg + Deutsche Lufthansa / Frankfurt/Main
Client: Deutsche Lufthansa Category: Craft / Writing - Single
Battlegrounds F2P Cinematic Trailer
Agency: KRAFTON, Inc. + Goodbye Kansas
Client: KRAFTON / Battlegrounds Category: Craft / VFX & Animation
Animated interactive box
Agency: Xi'an Gaopeng / Xi'an
Client: LI MING ZHI YAN Category: Craft / Typography
OREO x Pokémon
Agency: 360i / New York + OREO + Media.Monks
Client: OREO Category: Craft / Printing & Paper Craft
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Craft / Printing & Paper Craft
POSTER-POSTCARD-POST IT
Agency: Tencent In-House / Shenzhen
Client: Tencent Youth Science Festival Category: Craft / Printing & Paper Craft
You Have To See It
Agency: Saatchi & Saatchi / New York + Le Truc / New York + Zenith / Los Angeles + Biscuit Filmworks / Los Angeles
Client: TikTok Category: Craft / Storytelling
Tall Poppy
Agency: Thinkerbell + Initiative + The Jim Henson Company + Hardie Grant
Client: CGU Insurance Category: Craft / Storytelling
Lil Sugar – Master of Disguise
Agency: Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Client: Hip Hop Public Health Category: Craft / Writing
Day After Day
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: White Ribbon Category: Craft / Writing
