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
Ballsy Ribbon
Agency: Rethink / Toronto + BC Cancer Foundation
Client: BC Cancer Foundation Category: Promotional Items
Tough Turban
Agency: Zulu Alpha Kilo / Toronto + Pfaff Harley-Davidson / Toronto + Zulubot / Toronto
Client: Pfaff Harley-Davidson Category: Promotional Items
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
Motherland Pride
Agency: Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client: KyivPride Category: Out of Home / Single
The Heinicke Deal
Agency: 3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client: AB InBev / Bud Light Category: Current Event Response
Football is for Everyone
Agency: 72andSunny / Los Angeles + Hecho Studios + Howling Music + LIME Studios
Client: National Football League Category: Current Event Response
Outlaw Runners
Agency: BETC / Paris + GUM / Paris + Soldats Films / Paris
Client: Distance Category: Current Event Response
Abolish §219a
Agency: Grey Germany / Hamburg
Client: TERRE DES FEMMES Category: Current Event Response
Chickenflation
Agency: Mischief @ No Fixed Address + Alpha Foods + Leap Grow
Client: Alpha Foods Category: Current Event Response
ONE/SECOND/SUIT
Agency: Uncommon Creative Studio / London + H&M
Client: H&M Category: Current Event Response
OnStar Crisis Mode
Agency: Campbell Ewald / Detroit + OnStar / Detroit
Client: General Motors / OnStar Category: Use of Smart Devices & Voice Assistants
Whopper Heist
Agency: We Believers / New York + The Pasto / Buenos Airers + The Movement by Landia / Buenos Aires
Client: Burger King Argentina + Netflix Argentina Category: Use of Smart Devices & Voice Assistants
Music Liberates Music Mixtape
Agency: BBDO / New York
Client: BACARDÍ Category: Innovation & Transformation / Innovation in Data
Marvin Gaye 50th Anniversary
Agency: Commonwealth//McCann / Detroit
Client: Motown Museum Category: Newspaper / Series
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Wearesicarios / Madrid
Client: Burger King Category: Newspaper / Series
An Unlikely Friendship
Agency: CYW / Madrid + Prime Video + Blur / Madrid + The Mill / London
Client: Prime Video Category: Cinema Advertising
Team Up For Excellence - The Film
Agency: FRED & FARID / New York
Client: Rémy Martin Category: Cinema Advertising
The Official Tennis of Sipsmith Gin
Agency: Ogilvy UK / London
Client: Sipsmith Category: Cinema Advertising
The Land of New Football
Agency: Wieden+Kennedy / Amsterdam + Stink Films / London
Client: Nike Category: Cinema Advertising
Vicious Circle
Agency: Wunderman Thompson / London + Knucklehead
Client: HSBC UK Category: Cinema Advertising
Dr Rick
Agency: Arnold Worldwide / Boston + Moxie Pictures / Los Angeles + Cosmo Street Editorial / New York + Zero VFX / Boston
Client: Progressive Insurance Category: Writing / Series
Apple TV + Everyone But Jon Hamm
Agency: TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles + Hungry Man / Los Angeles + Lime Studios / Los Angeles
Client: Apple Category: Writing / Series
The BVG Hempticket – Come home, calm down.
Agency: Jung von Matt AG / Hamburg + Tony Petersen Film GmbH / Hamburg + Not A Machine GmbH / Hamburg + DELI Creative Collective / Hamburg
Client: Berliner Verkehrsbetriebe (BVG) - AöR Category: Experiential / Immersive / Events
Fearless Night
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client: HandsAway Category: Experiential / Immersive / Events
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Film
Kettlebell
Agency: Jung von Matt AG / Hamburg + Markenfilm GmbH / Hamburg + Infected GmbH / Hamburg + 2WEI Music / Hamburg
Client: DocMorris N.V. Category: Film
The Cost of Bullying
Agency: Cheil PengTai / Beijing + Cheil / Hong Kong
Client: Samsung Category: Ecommerce
Shopping Inside Songs
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Ecommerce
Warzone in Paradise
Agency: 72andSunny / Los Angeles
Client: Activision Blizzard / Call of Duty Category: Mobile-First Video / Over 15 Seconds
Football is for Everyone
Agency: 72andSunny / Los Angeles + Hecho Studios + Howling Music + LIME Studios
Client: National Football League Category: Mobile-First Video / Over 15 Seconds
Day After Day
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: White Ribbon Category: Sound Mixing
The Truth Takes a Journalist
Agency: Droga5 / New York + Wave Studios / New York + Somesuch + Walker
Client: The New York Times Category: Sound Mixing
Feet
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: MTN South Africa Category: Sound Mixing
Start Up - 45 Years of Apple Sounds
Agency: TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles + Cabin Editing Company / Los Angeles + Imperial Woodpecker / Los Angeles
Client: Apple Category: Sound Mixing
Teenage Dream
Agency: BBDO / New York + Dini von Mueffling Communications + Smuggler
Client: Sandy Hook Promise Category: Casting
Just Send It
Agency: BBDO Group Germany / Berlin + BBDO / San Francisco + Smuggler / London
Client: WhatsApp Inc. Category: Casting
Master Ji - A Teachers' Day Tribute
Agency: BYJU'S / Bengaluru + Dora Digs / Mumbai
Client: BYJU'S Category: Casting
Machine Gun Mouth
Agency: Early Man Film Pvt Ltd / Mumbai + DDB Mudra Group / Mumbai
Client: Battlegrounds Mobile India Category: Casting
Toll Booth
Agency: FCB New Zealand / Auckland + 3&7 / Los Angeles
Client: Waka Kotahi Category: Casting
We Hockey
Agency: Loveboat / Los Angeles + MullenLowe / Los Angeles
Client: Arizona Coyotes Anthem Category: Casting
A Medicine Company
Agency: Wieden+Kennedy / Portland + Eli Lilly & Company / Indianapolis + The Corner Shop / London + Work Editorial / Los Angeles
Client: Eli Lilly & Company Category: Casting
Award:
2022 Health & Wellness Merit Award
Agency:
Leo Burnett / Riyadh
Client:
IKEA
Title:
Don't sleep on it
Category:
Promotional Items
Annual ID:
OS22_HW039M
Award:
2022 Health & Wellness Merit Award
Agency:
Rethink / Toronto + BC Cancer Foundation
Client:
BC Cancer Foundation
Title:
Ballsy Ribbon
Category:
Promotional Items
Annual ID:
OS22_HW040M
Award:
2022 Health & Wellness Merit Award
Agency:
Zulu Alpha Kilo / Toronto + Pfaff Harley-Davidson / Toronto + Zulubot / Toronto
Client:
Pfaff Harley-Davidson
Title:
Tough Turban
Category:
Promotional Items
Annual ID:
OS22_HW041M
Award:
2022 Out of Home Merit Award
Agency:
360i / New York + OREO + Media.Monks
Client:
OREO
Title:
OREO x Pokémon
Category:
Craft / Printing & Production
Annual ID:
OS22_OH073M
Award:
2022 Integrated Merit Award
Agency:
3PM/Weber Shandwick / New York + AB InBev / Bud Light + Ghost Robot / New York
Client:
AB InBev / Bud Light
Title:
Summer Stimmy
Category:
Craft / Writing
Annual ID:
OS22_IG038M
Award:
2022 Integrated Merit Award
Agency:
FCB New Zealand / Auckland + FINCH
Client:
Fire and Emergency New Zealand
Title:
Firefighters Don't Like Fire Movies
Category:
Craft / Writing
Annual ID:
OS22_IG039M
Award:
2022 Integrated Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Gruner + Jahr Deutschland / Stern
Title:
Dyslexia Unetided
Category:
Craft / Writing
Annual ID:
OS22_IG040M
Award:
2022 Design Merit Award
Agency:
Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv
Client:
KyivPride
Title:
Motherland Pride
Category:
Out of Home / Single
Annual ID:
OS22_DE116M
Award:
2022 Public Relations Merit Award
Agency:
3PM/Weber Shandwick / New York + draftLine / New York + AB InBev / Bud Light
Client:
AB InBev / Bud Light
Title:
The Heinicke Deal
Category:
Current Event Response
Annual ID:
OS22_PR062M
Award:
2022 Public Relations Merit Award
Agency:
72andSunny / Los Angeles + Hecho Studios + Howling Music + LIME Studios
Client:
National Football League
Title:
Football is for Everyone
Category:
Current Event Response
Annual ID:
OS22_PR063M
Award:
2022 Public Relations Merit Award
Agency:
BETC / Paris + GUM / Paris + Soldats Films / Paris
Client:
Distance
Title:
Outlaw Runners
Category:
Current Event Response
Annual ID:
OS22_PR064M
Award:
2022 Public Relations Merit Award
Agency:
Grey Germany / Hamburg
Client:
TERRE DES FEMMES
Title:
Abolish §219a
Category:
Current Event Response
Annual ID:
OS22_PR065M
Award:
2022 Public Relations Merit Award
Agency:
Mischief @ No Fixed Address + Alpha Foods + Leap Grow
Client:
Alpha Foods
Title:
Chickenflation
Category:
Current Event Response
Annual ID:
OS22_PR066M
Award:
2022 Public Relations Merit Award
Agency:
Uncommon Creative Studio / London + H&M
Client:
H&M
Title:
ONE/SECOND/SUIT
Category:
Current Event Response
Annual ID:
OS22_PR067M
Award:
2022 Direct Marketing Merit Award
Agency:
Campbell Ewald / Detroit + OnStar / Detroit
Client:
General Motors / OnStar
Title:
OnStar Crisis Mode
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS22_DM082M
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:
Use of Smart Devices & Voice Assistants
Annual ID:
OS22_DM083M
Award:
2022 Creative Use of Data Merit Award
Agency:
BBDO / New York
Client:
BACARDÍ
Title:
Music Liberates Music Mixtape
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS22_CU030M
Award:
2022 Print Merit Award
Agency:
Commonwealth//McCann / Detroit
Client:
Motown Museum
Title:
Marvin Gaye 50th Anniversary
Category:
Newspaper / Series
Annual ID:
OS22_PT027M
Award:
2022 Print Merit Award
Agency:
DAVID / Madrid + BURGER KING / Miami + Wearesicarios / Madrid
Client:
Burger King
Title:
Even More Confusing Times
Category:
Newspaper / Series
Annual ID:
OS22_PT028M
Award:
2022 Print Merit Award
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Joy of Later Life Sex
Category:
Newspaper / Series
Annual ID:
OS22_PT029M
Award:
2022 Film Merit Award
Agency:
CYW / Madrid + Prime Video + Blur / Madrid + The Mill / London
Client:
Prime Video
Title:
An Unlikely Friendship
Category:
Cinema Advertising
Annual ID:
OS22_FI109M
Award:
2022 Film Merit Award
Agency:
FRED & FARID / New York
Client:
Rémy Martin
Title:
Team Up For Excellence - The Film
Category:
Cinema Advertising
Annual ID:
OS22_FI110M
Award:
2022 Film Merit Award
Agency:
Ogilvy UK / London
Client:
Sipsmith
Title:
The Official Tennis of Sipsmith Gin
Category:
Cinema Advertising
Annual ID:
OS22_FI111M
Award:
2022 Film Merit Award
Agency:
Wieden+Kennedy / Amsterdam + Stink Films / London
Client:
Nike
Title:
The Land of New Football
Category:
Cinema Advertising
Annual ID:
OS22_FI112M
Award:
2022 Film Merit Award
Agency:
Wunderman Thompson / London + Knucklehead
Client:
HSBC UK
Title:
Vicious Circle
Category:
Cinema Advertising
Annual ID:
OS22_FI113M
Award:
2022 Moving Image Craft Merit Award
Agency:
Arnold Worldwide / Boston + Moxie Pictures / Los Angeles + Cosmo Street Editorial / New York + Zero VFX / Boston
Client:
Progressive Insurance
Title:
Dr Rick
Category:
Writing / Series
Annual ID:
OS22_MI082M
Award:
2022 Moving Image Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles + Hungry Man / Los Angeles + Lime Studios / Los Angeles
Client:
Apple
Title:
Apple TV + Everyone But Jon Hamm
Category:
Writing / Series
Annual ID:
OS22_MI083M
Award:
2022 Health & Wellness Merit Award
Agency:
Jung von Matt AG / Hamburg + Tony Petersen Film GmbH / Hamburg + Not A Machine GmbH / Hamburg + DELI Creative Collective / Hamburg
Client:
Berliner Verkehrsbetriebe (BVG) - AöR
Title:
The BVG Hempticket – Come home, calm down.
Category:
Experiential / Immersive / Events
Annual ID:
OS22_HW031M
Award:
2022 Health & Wellness Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt
Client:
HandsAway
Title:
Fearless Night
Category:
Experiential / Immersive / Events
Annual ID:
OS22_HW032M
Award:
2022 Health & Wellness Merit Award
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Film
Annual ID:
OS22_HW044M
Award:
2022 Health & Wellness Merit Award
Agency:
Jung von Matt AG / Hamburg + Markenfilm GmbH / Hamburg + Infected GmbH / Hamburg + 2WEI Music / Hamburg
Client:
DocMorris N.V.
Title:
Kettlebell
Category:
Film
Annual ID:
OS22_HW045M
Award:
2022 Experiential & Immersive Merit Award
Agency:
Cheil PengTai / Beijing + Cheil / Hong Kong
Client:
Samsung
Title:
The Cost of Bullying
Category:
Ecommerce
Annual ID:
OS22_EX037M
Award:
2022 Experiential & Immersive Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Shopping Inside Songs
Category:
Ecommerce
Annual ID:
OS22_EX038M
Award:
2022 Experiential & Immersive Merit Award
Agency:
VMLY&R Commerce / New York
Client:
Mondelez / Oreo
Title:
Oreo Stuf Scan
Category:
Ecommerce
Annual ID:
OS22_EX039M
Award:
2022 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision Blizzard / Call of Duty
Title:
Warzone in Paradise
Category:
Mobile-First Video / Over 15 Seconds
Annual ID:
OS22_SM060M
Award:
2022 Social Media Merit Award
Agency:
72andSunny / Los Angeles + Hecho Studios + Howling Music + LIME Studios
Client:
National Football League
Title:
Football is for Everyone
Category:
Mobile-First Video / Over 15 Seconds
Annual ID:
OS22_SM061M
Award:
2022 Music & Sound Craft Merit Award
Agency:
Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client:
White Ribbon
Title:
Day After Day
Category:
Sound Mixing
Annual ID:
OS22_MS053M
Award:
2022 Music & Sound Craft Merit Award
Agency:
Droga5 / New York + Wave Studios / New York + Somesuch + Walker
Client:
The New York Times
Title:
The Truth Takes a Journalist
Category:
Sound Mixing
Annual ID:
OS22_MS054M
Award:
2022 Music & Sound Craft Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
MTN South Africa
Title:
Feet
Category:
Sound Mixing
Annual ID:
OS22_MS055M
Award:
2022 Music & Sound Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles + Cabin Editing Company / Los Angeles + Imperial Woodpecker / Los Angeles
Client:
Apple
Title:
Start Up - 45 Years of Apple Sounds
Category:
Sound Mixing
Annual ID:
OS22_MS056M
Award:
2022 Moving Image Craft Merit Award
Agency:
Amazon / Seattle
Client:
GLAAD
Title:
Back to School: Changes
Category:
Casting
Annual ID:
OS22_MI132M
Award:
2022 Moving Image Craft Merit Award
Agency:
BBDO / New York + Dini von Mueffling Communications + Smuggler
Client:
Sandy Hook Promise
Title:
Teenage Dream
Category:
Casting
Annual ID:
OS22_MI133M
Award:
2022 Moving Image Craft Merit Award
Agency:
BBDO Group Germany / Berlin + BBDO / San Francisco + Smuggler / London
Client:
WhatsApp Inc.
Title:
Just Send It
Category:
Casting
Annual ID:
OS22_MI134M
Award:
2022 Moving Image Craft Merit Award
Agency:
BYJU'S / Bengaluru + Dora Digs / Mumbai
Client:
BYJU'S
Title:
Master Ji - A Teachers' Day Tribute
Category:
Casting
Annual ID:
OS22_MI135M
Award:
2022 Moving Image Craft Merit Award
Agency:
Early Man Film Pvt Ltd / Mumbai + DDB Mudra Group / Mumbai
Client:
Battlegrounds Mobile India
Title:
Machine Gun Mouth
Category:
Casting
Annual ID:
OS22_MI136M
Award:
2022 Moving Image Craft Merit Award
Agency:
FCB New Zealand / Auckland + 3&7 / Los Angeles
Client:
Waka Kotahi
Title:
Toll Booth
Category:
Casting
Annual ID:
OS22_MI137M
Award:
2022 Moving Image Craft Merit Award
Agency:
Loveboat / Los Angeles + MullenLowe / Los Angeles
Client:
Arizona Coyotes Anthem
Title:
We Hockey
Category:
Casting
Annual ID:
OS22_MI138M
Award:
2022 Moving Image Craft Merit Award
Agency:
McCann / Düsseldorf
Client:
ALDI
Title:
Holy night shift
Category:
Casting
Annual ID:
OS22_MI139M
Award:
2022 Moving Image Craft Merit Award
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Reverse Selfie
Category:
Casting
Annual ID:
OS22_MI140M
Award:
2022 Moving Image Craft Merit Award
Agency:
Wieden+Kennedy / Portland + Eli Lilly & Company / Indianapolis + The Corner Shop / London + Work Editorial / Los Angeles
Client:
Eli Lilly & Company
Title:
A Medicine Company
Category:
Casting
Annual ID:
OS22_MI141M