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
Green Screen Shirt
Agency: Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client: Harry Rosen Category: Innovation & Transformation / Innovation in Lockdown
Sound Support
Agency: The Public House / Dublin + PHD / Dublin + Event Junkies / Dublin + Motherland / Dublin
Client: FBD Insurance Category: Innovation & Transformation / Innovation in Lockdown
Music Liberates Music Mixtape
Agency: BBDO / New York
Client: BACARDÍ Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
Samsung FastFrame
Agency: Cheil / Amsterdam + Mario Piepenbrink / Alkmaar + Pirke Productions / Amsterdam + Samsung Electronics Benelux / Schiphol
Client: Samsung Electronics Benelux Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Innovation & Transformation / Innovation in Interactive & Mobile Craft
The Academic | Google Slides Experience
Agency: BBDO / New York
Client: Capitol Records Category: Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Offline Hour
Agency: M&C Saatchi / Dubai + Pizza Hut / Dubai
Client: Pizza Hut META Category: Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Flags of Generosity
Agency: Ogilvy / Singapore + Ogilvy Malaysia / Kuala Lumpur
Client: Cadbury Category: Innovation & Transformation / Innovation in Lockdown
My 2020 Travel Project
Agency: Isobar France / Paris + Flying Blue / Paris
Client: Flying Blue Category: Innovation & Transformation / Innovation in Lockdown
Not Paris
Agency: Marcel / Paris
Client: Transavia Category: Innovation & Transformation / Innovation in Lockdown
MLKonMLK
Agency: Lenovo / Morrisville
Client: Lenovo Category: Innovation & Transformation / Innovation in Lockdown
Shah Rukh Khan-My-Ad
Agency: Ogilvy Mumbai / India + Mondelez
Client: Mondelez Category: Innovation & Transformation / Innovation in Lockdown
Hope Reef
Agency: AMV BBDO / London + Framestore / London + weareseventeen / London
Client: Mars Pet - Sheba Category: Innovation & Transformation / Innovation in Out of Home
Taco Moon
Agency: Deutsch LA / Los Angeles + Steelhead / Los Angeles
Client: Taco Bell Category: Innovation & Transformation / Innovation in Out of Home
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Innovation & Transformation / Innovation in Out of Home
Fearless Night
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client: HandsAway Category: Innovation & Transformation / Innovation in Out of Home
Whopper Heist
Agency: We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client: Burger King Argentina + Netflix Argentina Category: Innovation & Transformation / Innovation in Out of Home
Shelter Signboard
Agency: Wunderman Thompson Bangkok
Client: Tra Mongkut Fertilizer Category: Innovation & Transformation / Innovation in Out of Home
Green Screen Shirt
Agency: Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client: Harry Rosen Category: Innovation & Transformation / Innovation in Lockdown
BEETHOVEN X - THE AI PROJECT
Agency: DDB GROUP GMBH / Germany + Hastings Audio Network + Optix Post Production GMBH
Client: Telekom Deutschland GmbH Category: Innovation & Transformation / Innovation in Music & Sound Craft
The On Hold Music Show
Agency: NEXT Brand & Creative / Palo Alto + Scout Music
Client: Next Insurance Category: Innovation & Transformation / Innovation in Music & Sound Craft
Memory Karaoke
Agency: Ogilvy Mumbai / India + MTV / Mumbai
Client: MTV + ARDSI Category: Innovation & Transformation / Innovation in Music & Sound Craft
Lost Tapes Of The 27 Club
Agency: Rethink / Toronto + Over The Bridge
Client: Over The Bridge Category: Innovation & Transformation / Innovation in Music & Sound Craft
NURO
Agency: Clemenger BBDO Melbourne + La Trobe University + Code on Canvas + National Gallery of Victoria (NGV) / Melbourne
Client: La Trobe University Category: Innovation & Transformation / Innovation in Gaming
Vanguards of Photography
Agency: GUT / Miami + Activision Blizzard / Santa Monica + South Music / Los Angeles + m ss ng p eces / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Innovation & Transformation / Innovation in Gaming
She Football Club
Agency: MullenLowe SSP3 / Bogota
Client: AB InBev / Pony Malta Category: Innovation & Transformation / Innovation in Gaming
R.I.P. Xavier | The Afterparty
Agency: Apple + Apple TV+ / Los Angeles + MOCEAN + GLOW
Client: Apple TV+ Category: Innovation & Transformation / Innovation in Branded Entertainment
Music Liberates Music Mixtape
Agency: BBDO / New York
Client: BACARDÍ Category: Innovation & Transformation / Innovation in Branded Entertainment
The Ad Break Championship – GTI Hijack
Agency: DDB Group / Sydney + Volkswagen Group Australia / Sydney + PHD Media Australia / Sydney
Client: Volkswagen Group Australia Category: Innovation & Transformation / Innovation in Branded Entertainment
9/12: The untold story of reconnecting New York
Agency: Verizon Creative Marketing / New York + Unit 9 / Los Angeles + PixelPusher / New York + Boombox / New York
Client: Verizon Category: Innovation & Transformation / Innovation in Branded Entertainment
With My Eyes
Agency: DENTSU INC. / Tokyo + AOI Pro. Inc. / Tokyo + CONNECTION Inc. / Tokyo + INITIAL Inc. / Tokyo
Client: QD Laser, Inc. / RETISSA SUPER CAPTURE Category: Innovation & Transformation / Innovation in Design
Letters to the Future
Agency: Ki Saigon / Ho Chi Minh City + 4PS Corporation / Ho Chi Minh City
Client: 4PS Corporation Category: Innovation & Transformation / Innovation in Design
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Innovation & Transformation / Innovation in Design
Rio Carnaval
Agency: Tátil Design
Client: LIESA Category: Innovation & Transformation / Innovation in Design
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Design
Tough Turban
Agency: Zulu Alpha Kilo / Toronto + Pfaff Harley-Davidson / Toronto + Zulubot / Toronto
Client: Pfaff Harley-Davidson Category: Innovation & Transformation / Innovation in Design
With My Eyes
Agency: DENTSU INC. / Tokyo + AOI Pro. Inc. / Tokyo + CONNECTION Inc. / Tokyo + INITIAL Inc. / Tokyo
Client: QD Laser, Inc. / RETISSA SUPER CAPTURE Category: Innovation & Transformation / Innovation in Health & Wellness
The CO2 Inhaler
Agency: McCann Health / New York + McCann Health Brazil / Sao Paolo
Client: AstraZeneca Category: Innovation & Transformation / Innovation in Health & Wellness
Project Courage
Agency: RPA Advertising / Los Angeles + Helium / Santa Monica + Lime Studios / Santa Monica
Client: American Honda Motor Co., Inc. Category: Innovation & Transformation / Innovation in Health & Wellness
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Innovation & Transformation / Innovation in Health & Wellness
Performance Enhancing Music
Agency: CHEP Network / Sydney + Resonance Sonic Branding & Song Zu / Sydney + The Glue Society Studios / Sydney + Revolver / Sydney
Client: Samsung Category: Innovation & Transformation / Innovation in Lockdown
Flags of Generosity
Agency: Ogilvy / Singapore + Ogilvy Malaysia / Kuala Lumpur
Client: Cadbury Category: Innovation & Transformation / Innovation in Lockdown
Hi Toilet
Agency: TBWA\HAKUHODO Inc. / Tokyo
Client: THE NIPPON FOUNDATION Category: Innovation & Transformation / Innovation in Lockdown
Tokyo Summer Games - Para Pack
Agency: BBDO Canada / Toronto
Client: Canadian Paralympic Committee Category: Innovation & Transformation / Innovation in Direct Marketing
A Song for Every CMO
Agency: FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York
Client: Spotify Category: Innovation & Transformation / Innovation in Direct Marketing
Mystery Sniper
Agency: INGO / Stockholm + Activision Blizzard / Santa Monica + Raven Software / Middleton
Client: Activision Blizzard / Call of Duty Category: Innovation & Transformation / Innovation in Direct Marketing
Shah Rukh Khan-My-Ad
Agency: Ogilvy Mumbai / India + Mondelez
Client: Mondelez Category: Innovation & Transformation / Innovation in Direct Marketing
Golden Grounds
Agency: TBWA\Chiat\Day / New York + Bindery / New York + Redslash / TBWA / New York + Rare Medium / New York
Client: Lay's Category: Innovation & Transformation / Innovation in Direct Marketing
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Innovation & Transformation / Innovation in Direct Marketing
30 Seconds Singles
Agency: Leo Burnett Colombia / Bogotá
Client: AB InBev / Budweiser Category: Innovation & Transformation / Innovation in Radio & Audio
