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
Oatly Infinite Canvas
Agency: OKTO / Stockholm + Oatly Department of Mind Control / Malmö
Client: Oatly Department of Mind Control Category: Digital Design
Billion Dollar Collection
Agency: Prime Weber Shandwick / Stockholm + H&M Foundation
Client: H&M Foundation Category: Digital Design
Non-Fungible Animals
Agency: Saatchi & Saatchi / Düsseldorf + MetaDesign / Berlin + Digitas Pixelpark / Germany + MSL Group / Germany
Client: WWF Category: Digital Design
30 Seconds Singles
Agency: Leo Burnett Colombia / Bogotá
Client: AB InBev / Budweiser Category: Innovation & Transformation / Innovation in Radio & Audio
The Golden Number
Agency: Nord DDB / Stockholm
Client: McDonald's Category: Innovation & Transformation / Innovation in Radio & Audio
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
Hard Calls Save Lives
Agency: AMV BBDO / London + Factory / London + Trim Editing / London + Academy Films / London
Client: Met Police/Crimestoppers Category: Brand Partnerships
THE AXIS OF PEACE
Agency: HAKUTEN / Tokyo + Panoramatiks / Tokyo
Client: Yokosuka City Category: Spatial Design / Architecture
The Shocking Percentage
Agency: MRM / London + The National / Dubai
Client: The National Category: Storytelling
Signs From Beyond
Agency: Commonwealth//McCann / Mexico City
Client: General Motors / Chevrolet Category: Craft / Art Direction
OREO x Pokémon
Agency: 360i / New York + OREO + Media.Monks
Client: OREO Category: Brand Partnerships
#TogetherAgainstCorona
Agency: antoni Holding GmbH / Berlin
Client: All #TogetherAgainstCorona Category: Brand Partnerships
Samsung Exposure on Hulu
Agency: BBH USA / Los Angeles + Samsung Electronics America / Plano + Hulu / Santa Monica + Westbrook Media / Calabasas
Client: Samsung Electronics Category: Brand Partnerships
Bee Influencer
Agency: Publicis Conseil / Paris
Client: Fondation de France Category: Brand Partnerships
Project Courage
Agency: RPA Advertising / Los Angeles + Helium / Santa Monica + Lime Studios / Santa Monica
Client: American Honda Motor Co., Inc. Category: Brand Partnerships
The Joy of Later Life Sex
Agency: Ogilvy UK / London
Client: Relate Category: Out of Home / Billboards & Transit
Anti Look – the life-saving QR design
Agency: Scholz & Friends
Client: Johanniter Category: Out of Home / Billboards & Transit
Whopper Heist
Agency: We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client: Burger King Argentina + Netflix Argentina Category: Out of Home / Billboards & Transit
Tweet Tape
Agency: Dunn&Co. / Tampa
Client: Tampa Bay Lightning Category: Active Engagement / Call to Action
Reverse Renegade
Agency: Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client: Hanes / Champion Category: Active Engagement / Call to Action
She Football Club
Agency: MullenLowe SSP3 / Bogota
Client: AB InBev / Pony Malta Category: Active Engagement / Call to Action
#TurnToCold
Agency: Saatchi & Saatchi / New York
Client: Procter & Gamble / Tide Category: Active Engagement / Call to Action
Apple TV+ Ted Lasso - Toast Me
Agency: TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client: Apple Category: Active Engagement / Call to Action
FlyNet - Smart Home
Agency: Kolle Rebbe / Hamburg + Deutsche Lufthansa / Frankfurt/Main
Client: Deutsche Lufthansa Category: Broadcast / Single
Sunbrew
Agency: DAVID / Miami + MJZ / Los Angeles + Getty Images / New York + Mayflower / New York
Client: AB InBev / Corona Category: Brand Voice
Human Bait
Agency: Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client: SC Johnson / Raid Category: Brand Voice
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: Brand Voice
Discover the originals
Agency: Forsman & Bodenfors / Göteborg
Client: Visit Sweden Category: Brand Voice
MONOPOLY OF INEQUALITIES
Agency: HEREZIE / Paris + OBSERVATOIRE DES INEGALITES / TOURS
Client: OBSERVATOIRE DES INEGALITES Category: Brand Voice
Bless Your F*ing Cooch
Agency: Mischief @ No Fixed Address + eos + Makeout
Client: eos Category: Brand Voice
Seltzer Launch
Agency: Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client: Miller Genuine Draft Category: Brand Voice
#NotComingHome
Agency: SERVICEPLAN GERMANY / Munich
Client: Newtown Action Alliance Category: Brand Voice
David's Unusables
Agency: Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client: Motor Neurone Disease New Zealand (MND NZ) Category: Brand Voice
When Harry met Santa
Agency: T/A POL AS / Oslo + B-Reel / Stockholm
Client: The Norwegian Postal Service (Posten) Category: Brand Voice
Generation Rewear
Agency: Havas / London + UNIT / London + The Editors / London + Hungry Man / London
Client: Reckitt / Vanish Category: Long Form Video / Series / Episodic
SOCIAL BULLETS
Agency: Area 23, An IPG Health Company / New York
Client: STAND FOR THE SILENT/KAZOO Category: Craft / Dynamic Data Visualization
Better With Pepsi
Agency: alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client: Pepsi Category: Single Country or Region / Consumer / Brand
Thighstop
Agency: Leo Burnett / Chicago + Wingstop / Chicago + MSL Group / Chicago + Publicis Connect / Chicago
Client: Wingstop Category: Single Country or Region / Consumer / Brand
Send Noods
Agency: Mischief @ No Fixed Address + Kraft + Alison Brod Marketing + Communications / New York + PlayTime Media
Client: Kraft Macaroni & Cheese Category: Single Country or Region / Consumer / Brand
Rediscover Germany
Agency: Ogilvy Germany
Client: German Rail Category: Single Country or Region / Consumer / Brand
#TurnToCold
Agency: Saatchi & Saatchi / New York
Client: Procter & Gamble / Tide Category: Single Country or Region / Consumer / Brand
Go For The Handful
Agency: Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client: Goldfish Category: Single Country or Region / Consumer / Brand
Tropicana Toothpaste
Agency: Cramer-Krasselt / Chicago + MullenLowe PR / New York
Client: Tropicana Category: Promotional Items
Soulfuel™️ Safe Lamp™️
Agency: Joe Public United / Johannesburg
Client: Chicken Licken Category: Promotional Items
Award:
2022 Design Merit Award
Agency:
OKTO / Stockholm + Oatly Department of Mind Control / Malmö
Client:
Oatly Department of Mind Control
Title:
Oatly Infinite Canvas
Category:
Digital Design
Annual ID:
OS22_DE113M
Award:
2022 Design Merit Award
Agency:
Prime Weber Shandwick / Stockholm + H&M Foundation
Client:
H&M Foundation
Title:
Billion Dollar Collection
Category:
Digital Design
Annual ID:
OS22_DE114M
Award:
2022 Design Merit Award
Agency:
Saatchi & Saatchi / Düsseldorf + MetaDesign / Berlin + Digitas Pixelpark / Germany + MSL Group / Germany
Client:
WWF
Title:
Non-Fungible Animals
Category:
Digital Design
Annual ID:
OS22_DE115M
Award:
2022 Radio & Audio Merit Award
Agency:
Leo Burnett Colombia / Bogotá
Client:
AB InBev / Budweiser
Title:
30 Seconds Singles
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS22_RA046M
Award:
2022 Radio & Audio Merit Award
Agency:
Nord DDB / Stockholm
Client:
McDonald's
Title:
The Golden Number
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS22_RA047M
Award:
2022 Out of Home Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Craft / Photography
Annual ID:
OS22_OH067M
Award:
2022 Out of Home Merit Award
Agency:
DAVID / Madrid + LundLund / Stockholm
Client:
Burger King
Title:
Meat?
Category:
Craft / Photography
Annual ID:
OS22_OH068M
Award:
2022 Out of Home Merit Award
Agency:
INGO / Hamburg + Ogilvy Germany + Burger King Germany / Hannover + CAW Media GmbH / Buende
Client:
Burger King Germany
Title:
Proper Dining
Category:
Craft / Photography
Annual ID:
OS22_OH069M
Award:
2022 Out of Home Merit Award
Agency:
CRK / Basel
Client:
Pro Infirmis
Title:
#LikeYouAndMe
Category:
Craft / Photography
Annual ID:
OS22_OH070M
Award:
2022 Out of Home Merit Award
Agency:
Jung von Matt AG / Hamburg + SquarePixel Limited / Rio de Janeiro + Stabbiolo Music / Sarteano
Client:
Hyundai Global
Title:
The Bigger Crash
Category:
Craft / Photography
Annual ID:
OS22_OH071M
Award:
2022 Out of Home Merit Award
Agency:
VMLY&R / Paris + Red Fuse / Paris
Client:
Colgate Palmolive
Title:
Smile always find a way
Category:
Craft / Photography
Annual ID:
OS22_OH072M
Award:
2022 Radio & Audio Merit Award
Agency:
AMV BBDO / London + Factory / London + Trim Editing / London + Academy Films / London
Client:
Met Police/Crimestoppers
Title:
Hard Calls Save Lives
Category:
Brand Partnerships
Annual ID:
OS22_RA035M
Award:
2022 Design Merit Award
Agency:
HAKUTEN / Tokyo + Panoramatiks / Tokyo
Client:
Yokosuka City
Title:
THE AXIS OF PEACE
Category:
Spatial Design / Architecture
Annual ID:
OS22_DE127M
Award:
2022 Creative Use of Data Merit Award
Agency:
MRM / London + The National / Dubai
Client:
The National
Title:
The Shocking Percentage
Category:
Storytelling
Annual ID:
OS22_CU020M
Award:
2022 Direct Marketing Merit Award
Agency:
Commonwealth//McCann / Mexico City
Client:
General Motors / Chevrolet
Title:
Signs From Beyond
Category:
Craft / Art Direction
Annual ID:
OS22_DM097M
Award:
2022 Branded Entertainment Merit Award
Agency:
360i / New York + OREO + Media.Monks
Client:
OREO
Title:
OREO x Pokémon
Category:
Brand Partnerships
Annual ID:
OS22_BE087M
Award:
2022 Branded Entertainment Merit Award
Agency:
antoni Holding GmbH / Berlin
Client:
All #TogetherAgainstCorona
Title:
#TogetherAgainstCorona
Category:
Brand Partnerships
Annual ID:
OS22_BE088M
Award:
2022 Branded Entertainment Merit Award
Agency:
BBH USA / Los Angeles + Samsung Electronics America / Plano + Hulu / Santa Monica + Westbrook Media / Calabasas
Client:
Samsung Electronics
Title:
Samsung Exposure on Hulu
Category:
Brand Partnerships
Annual ID:
OS22_BE089M
Award:
2022 Branded Entertainment Merit Award
Agency:
Publicis Conseil / Paris
Client:
Fondation de France
Title:
Bee Influencer
Category:
Brand Partnerships
Annual ID:
OS22_BE090M
Award:
2022 Branded Entertainment Merit Award
Agency:
RPA Advertising / Los Angeles + Helium / Santa Monica + Lime Studios / Santa Monica
Client:
American Honda Motor Co., Inc.
Title:
Project Courage
Category:
Brand Partnerships
Annual ID:
OS22_BE091M
Award:
2022 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Joy of Later Life Sex
Category:
Out of Home / Billboards & Transit
Annual ID:
OS22_DM056M
Award:
2022 Direct Marketing Merit Award
Agency:
Scholz & Friends
Client:
Johanniter
Title:
Anti Look – the life-saving QR design
Category:
Out of Home / Billboards & Transit
Annual ID:
OS22_DM057M
Award:
2022 Direct Marketing Merit Award
Agency:
We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client:
Burger King Argentina + Netflix Argentina
Title:
Whopper Heist
Category:
Out of Home / Billboards & Transit
Annual ID:
OS22_DM058M
Award:
2022 Social Media Merit Award
Agency:
Dunn&Co. / Tampa
Client:
Tampa Bay Lightning
Title:
Tweet Tape
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM069M
Award:
2022 Social Media Merit Award
Agency:
Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago
Client:
Hanes / Champion
Title:
Reverse Renegade
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM070M
Award:
2022 Social Media Merit Award
Agency:
MullenLowe SSP3 / Bogota
Client:
AB InBev / Pony Malta
Title:
She Football Club
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM071M
Award:
2022 Social Media Merit Award
Agency:
Saatchi & Saatchi / New York
Client:
Procter & Gamble / Tide
Title:
#TurnToCold
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM072M
Award:
2022 Social Media Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple TV+ / Los Angeles + OMD / Los Angeles
Client:
Apple
Title:
Apple TV+ Ted Lasso - Toast Me
Category:
Active Engagement / Call to Action
Annual ID:
OS22_SM073M
Award:
2022 Radio & Audio Merit Award
Agency:
Kolle Rebbe / Hamburg + Deutsche Lufthansa / Frankfurt/Main
Client:
Deutsche Lufthansa
Title:
FlyNet - Smart Home
Category:
Broadcast / Single
Annual ID:
OS22_RA022M
Award:
2022 Radio & Audio Merit Award
Agency:
Nord DDB / Stockholm
Client:
McDonald's
Title:
The Night Whale
Category:
Broadcast / Single
Annual ID:
OS22_RA023M
Award:
2022 Public Relations Merit Award
Agency:
DAVID / Miami + MJZ / Los Angeles + Getty Images / New York + Mayflower / New York
Client:
AB InBev / Corona
Title:
Sunbrew
Category:
Brand Voice
Annual ID:
OS22_PR051M
Award:
2022 Public Relations Merit Award
Agency:
Energy BBDO / Chicago + SC Johnson + Raid + Flare / Chicago
Client:
SC Johnson / Raid
Title:
Human Bait
Category:
Brand Voice
Annual ID:
OS22_PR052M
Award:
2022 Public Relations Merit Award
Agency:
FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York
Client:
Spotify
Title:
A Song for Every CMO
Category:
Brand Voice
Annual ID:
OS22_PR053M
Award:
2022 Public Relations Merit Award
Agency:
Forsman & Bodenfors / Göteborg
Client:
Visit Sweden
Title:
Discover the originals
Category:
Brand Voice
Annual ID:
OS22_PR054M
Award:
2022 Public Relations Merit Award
Agency:
HEREZIE / Paris + OBSERVATOIRE DES INEGALITES / TOURS
Client:
OBSERVATOIRE DES INEGALITES
Title:
MONOPOLY OF INEQUALITIES
Category:
Brand Voice
Annual ID:
OS22_PR055M
Award:
2022 Public Relations Merit Award
Agency:
Mischief @ No Fixed Address + eos + Makeout
Client:
eos
Title:
Bless Your F*ing Cooch
Category:
Brand Voice
Annual ID:
OS22_PR056M
Award:
2022 Public Relations Merit Award
Agency:
Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft
Client:
Miller Genuine Draft
Title:
Seltzer Launch
Category:
Brand Voice
Annual ID:
OS22_PR057M
Award:
2022 Public Relations Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Newtown Action Alliance
Title:
#NotComingHome
Category:
Brand Voice
Annual ID:
OS22_PR058M
Award:
2022 Public Relations Merit Award
Agency:
Special / Auckland + Motor Neurone Disease New Zealand + The Post Office
Client:
Motor Neurone Disease New Zealand (MND NZ)
Title:
David's Unusables
Category:
Brand Voice
Annual ID:
OS22_PR059M
Award:
2022 Public Relations Merit Award
Agency:
T/A POL AS / Oslo + B-Reel / Stockholm
Client:
The Norwegian Postal Service (Posten)
Title:
When Harry met Santa
Category:
Brand Voice
Annual ID:
OS22_PR060M
Award:
2022 Branded Entertainment Merit Award
Agency:
Havas / London + UNIT / London + The Editors / London + Hungry Man / London
Client:
Reckitt / Vanish
Title:
Generation Rewear
Category:
Long Form Video / Series / Episodic
Annual ID:
OS22_BE055M
Award:
2022 Experiential & Immersive Merit Award
Agency:
Area 23, An IPG Health Company / New York
Client:
STAND FOR THE SILENT/KAZOO
Title:
SOCIAL BULLETS
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS22_EX068M
Award:
2022 Creative Effectiveness Merit Award
Agency:
alma DDB / Miami + PepsiCo + OMD + Carbo Films
Client:
Pepsi
Title:
Better With Pepsi
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE027M
Award:
2022 Creative Effectiveness Merit Award
Agency:
Leo Burnett / Chicago + Wingstop / Chicago + MSL Group / Chicago + Publicis Connect / Chicago
Client:
Wingstop
Title:
Thighstop
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE028M
Award:
2022 Creative Effectiveness Merit Award
Agency:
Mischief @ No Fixed Address + Kraft + Alison Brod Marketing + Communications / New York + PlayTime Media
Client:
Kraft Macaroni & Cheese
Title:
Send Noods
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE029M
Award:
2022 Creative Effectiveness Merit Award
Agency:
Ogilvy Germany
Client:
German Rail
Title:
Rediscover Germany
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE030M
Award:
2022 Creative Effectiveness Merit Award
Agency:
Saatchi & Saatchi / New York
Client:
Procter & Gamble / Tide
Title:
#TurnToCold
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE031M
Award:
2022 Creative Effectiveness Merit Award
Agency:
Saatchi & Saatchi / New York + Spark Foundry / New York + MSL Group / New York
Client:
Goldfish
Title:
Go For The Handful
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE032M
Award:
2022 Health & Wellness Merit Award
Agency:
Cramer-Krasselt / Chicago + MullenLowe PR / New York
Client:
Tropicana
Title:
Tropicana Toothpaste
Category:
Promotional Items
Annual ID:
OS22_HW037M
Award:
2022 Health & Wellness Merit Award
Agency:
Joe Public United / Johannesburg
Client:
Chicken Licken
Title:
Soulfuel™️ Safe Lamp™️
Category:
Promotional Items
Annual ID:
OS22_HW038M