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
Rescue Doodles
Agency: BBDO / New York
Client: Pedigree Category: Craft / Data-Driven Personalization
[Life Subtitled]
Agency: Ogilvy / Chicago + Sarofsky / Chicago
Client: Chicago International Film Festival Category: Craft / Writing
Goldfish Jingle
Agency: Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York
Client: Goldfish Category: Craft / Writing
Reverse Auction
Agency: CHEP Network / Sydney + Gravity Media + Sonar Music / Sydney + Samsung Australia / Sydney
Client: Samsung Category: Digital & Online / Ecommerce
Chewpons
Agency: Leo Burnett Canada / Toronto
Client: Smucker Foods of Canada Corp. Category: Digital & Online / Ecommerce
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Social Media Post / Single
Gamer Asylum
Agency: Ogilvy / Singapore
Client: ARTOTEL Group Category: Experiential / Brand Installations
Mannequin Spectators
Agency: Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima
Client: Oechsle Category: Experiential / Brand Installations
The Call of Adventure
Agency: Publicis Middle East / Dubai
Client: Jeep Category: Craft / Art Direction
Adobe x Bowie
Agency: Dentsu Creative / Amsterdam + RESN / Amsterdam + Antfood / Amsterdam
Client: Adobe Category: Craft / Use of Technology
Story Portrait
Agency: Droga5 / New York + The New York Times
Client: The New York Times Category: Craft / Use of Technology
Knock Knock
Agency: Cheil Worldwide / Seoul
Client: Korean National Police Agency Category: Digital & Online / Websites & Mobile
Deals Stuck in Time
Agency: NORD DDB / Stockholm
Client: McDonald’s Category: Digital & Online / Websites & Mobile
Black Characters
Agency: FCB Brasil / São Paulo + FCB Studio / São Paulo
Client: Raça Magazine Category: Digital & Online / Websites & Mobile
Speaking In Color
Agency: Wunderman Thompson / Minneapolis
Client: Sherwin-Williams Coil Coatings Category: Digital & Online / Websites & Mobile
Smart Fill
Agency: VMLY&R Commerce India / Mumbai
Client: Unilever Category: Out of Home / P.O.P. & In-Store
The Real Self Checkout
Agency: Havas / London + Havas Studios / London
Client: ASDA / Breast Cancer Now / CoppaFeel! Category: Out of Home / P.O.P. & In-Store
Burger Burger Burger Burger
Agency: We Believers / New York + Pickle Music / New York + Bross al Cuadrado / AFW / Mexico D.F. + Da8
Client: Burger King Category: Out of Home / P.O.P. & In-Store
Last Performance
Agency: Special / Auckland + South Pacific Pictures + Images and Sound
Client: Partners Life Category: Brand Partnerships
Cheat Cookies
Agency: Saatchi & Saatchi / Düsseldorf
Client: Mondelēz Europe / Oreo Category: Brand Partnerships
The Showroom Hotels
Agency: FRED & FARID / Paris + La Redoute / Roubaix
Client: La Redoute Category: Brand Partnerships
Urban Miners
Agency: NORD DDB / Oslo + NORD DDB / Stockholm
Client: Elkjøp Category: Brand Partnerships
COLORS OF LOVE
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client: SOS HOMOPHOBIE and PANTONE Category: Brand Partnerships
Tide Lucky Jersey
Agency: Saatchi & Saatchi NY / New York
Client: Procter & Gamble - Tide Category: Brand Partnerships
The Art of Self Examination
Agency: DAVID / Buenos Aires
Client: MACMA Category: Experiential / In-Person Events
The First Digital Nation
Agency: The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client: The Government of Tuvalu Category: Targeted Video / Online
The Desk Snatch Pre-Rolls
Agency: Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm
Client: Evoko Category: Targeted Video / Online
The Pirate Match
Agency: Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Client: Directv Go Category: Targeted Video / Online
Smart Fill
Agency: VMLY&R Commerce India / Mumbai
Client: Unilever Category: Experiential / Customer Experience / CX
Hack Market
Agency: Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client: Back Market Category: Innovation & Transformation / Innovation in Direct Marketing
Coca-Cola Magic Audios
Agency: Ogilvy Brasil / São Paulo + The Coca-Cola Company / São Paulo + Take/Blip / São Paulo
Client: Coca-Cola Company Category: Innovation & Transformation / Innovation in Direct Marketing
Speaking In Color
Agency: Wunderman Thompson / Minneapolis
Client: Sherwin-Williams Coil Coatings Category: Innovation & Transformation / Innovation in Direct Marketing
Inheritance Pass
Agency: Havas / Chicago + Yellowstone Forever
Client: Yellowstone Forever Category: Innovation & Transformation / Innovation in Direct Marketing
Mind Ordering
Agency: UNIT9 / Los Angeles + WorkInProgress + Domino's + Netflix
Client: Domino's Category: Innovation & Transformation / Innovation in Direct Marketing
City Hall of Love
Agency: MullenLowe / Singapore
Client: Unilever / Closeup Category: Experiential / Virtual Events
Burger Glitch
Agency: DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client: Burger King Category: Integrated Campaign
Tide Lucky Jersey
Agency: Saatchi & Saatchi NY / New York
Client: Procter & Gamble - Tide Category: Integrated Campaign
A.I. Ketchup
Agency: Rethink / Toronto + Kraft Heinz
Client: Kraft Heinz Category: Integrated Campaign
Heinz LVII Meanz 57
Agency: Rethink / Toronto + Kraft Heinz + Zeno Group / Toronto
Client: Kraft Heinz Category: Integrated Campaign
Unbranded Menu
Agency: Leo Burnett Group Manila / Makati + McDonald's Philippines / Makati + Prodigious Philippines / Makati + Publicis Groupe Philippines / Makati City
Client: McDonald's Category: Digital & Online / Gaming
Cheat Cookies
Agency: Saatchi & Saatchi / Düsseldorf
Client: Mondelēz Europe / Oreo Category: Digital & Online / Gaming
Doritos Crunch Cancellation
Agency: TBWA\ESPAÑA / Madrid
Client: PepsiCo Category: Digital & Online / Gaming
Burger Glitch
Agency: DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client: Burger King Category: Digital & Online / Gaming
#BringBack2011
Agency: Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India
Client: Oreo India Category: Non-traditional & Guerrilla Marketing
The Missing Chapter
Agency: Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client: P&G Whisper Category: Non-traditional & Guerrilla Marketing
Chatpat
Agency: FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago
Client: SOS Children's Villages Category: Non-traditional & Guerrilla Marketing
The Truth Wins
Agency: DDB Group Germany
Client: Reporters Without Borders (RSF) Category: Non-traditional & Guerrilla Marketing
The Tattoo Duo Over
Agency: BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client: Duolingo Category: Non-traditional & Guerrilla Marketing
Award:
2023 Direct Marketing Merit Award
Agency:
BBDO / New York
Client:
Pedigree
Title:
Rescue Doodles
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM125M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy / Chicago + Sarofsky / Chicago
Client:
Chicago International Film Festival
Title:
[Life Subtitled]
Category:
Craft / Writing
Annual ID:
OS23_DM120M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York + Campbell's Snack Company / Norwalk + Spark Foundry / New York + MSL Group / New York
Client:
Goldfish
Title:
Goldfish Jingle
Category:
Craft / Writing
Annual ID:
OS23_DM121M
Award:
2023 Direct Marketing Merit Award
Agency:
CHEP Network / Sydney + Gravity Media + Sonar Music / Sydney + Samsung Australia / Sydney
Client:
Samsung
Title:
Reverse Auction
Category:
Digital & Online / Ecommerce
Annual ID:
OS23_DM080M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett Canada / Toronto
Client:
Smucker Foods of Canada Corp.
Title:
Chewpons
Category:
Digital & Online / Ecommerce
Annual ID:
OS23_DM081M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Social Media Post / Single
Annual ID:
OS23_DM086M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy / Singapore
Client:
ARTOTEL Group
Title:
Gamer Asylum
Category:
Experiential / Brand Installations
Annual ID:
OS23_DM069M
Award:
2023 Direct Marketing Merit Award
Agency:
Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima
Client:
Oechsle
Title:
Mannequin Spectators
Category:
Experiential / Brand Installations
Annual ID:
OS23_DM070M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Hornicultural Society
Category:
Craft / Art Direction
Annual ID:
OS23_DM118M
Award:
2023 Direct Marketing Merit Award
Agency:
Publicis Middle East / Dubai
Client:
Jeep
Title:
The Call of Adventure
Category:
Craft / Art Direction
Annual ID:
OS23_DM119M
Award:
2023 Direct Marketing Merit Award
Agency:
Dentsu Creative / Amsterdam + RESN / Amsterdam + Antfood / Amsterdam
Client:
Adobe
Title:
Adobe x Bowie
Category:
Craft / Use of Technology
Annual ID:
OS23_DM122M
Award:
2023 Direct Marketing Merit Award
Agency:
BBDO / New York
Client:
Pedigree
Title:
Rescue Doodles
Category:
Craft / Use of Technology
Annual ID:
OS23_DM123M
Award:
2023 Direct Marketing Merit Award
Agency:
Droga5 / New York + The New York Times
Client:
The New York Times
Title:
Story Portrait
Category:
Craft / Use of Technology
Annual ID:
OS23_DM124M
Award:
2023 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul
Client:
Korean National Police Agency
Title:
Knock Knock
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM076M
Award:
2023 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
McDonald’s
Title:
Deals Stuck in Time
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM077M
Award:
2023 Direct Marketing Merit Award
Agency:
FCB Brasil / São Paulo + FCB Studio / São Paulo
Client:
Raça Magazine
Title:
Black Characters
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM078M
Award:
2023 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Minneapolis
Client:
Sherwin-Williams Coil Coatings
Title:
Speaking In Color
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS23_DM079M
Award:
2023 Direct Marketing Merit Award
Agency:
VMLY&R Commerce India / Mumbai
Client:
Unilever
Title:
Smart Fill
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS23_DM062M
Award:
2023 Direct Marketing Merit Award
Agency:
Havas / London + Havas Studios / London
Client:
ASDA / Breast Cancer Now / CoppaFeel!
Title:
The Real Self Checkout
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS23_DM063M
Award:
2023 Direct Marketing Merit Award
Agency:
We Believers / New York + Pickle Music / New York + Bross al Cuadrado / AFW / Mexico D.F. + Da8
Client:
Burger King
Title:
Burger Burger Burger Burger
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS23_DM064M
Award:
2023 Direct Marketing Merit Award
Agency:
Special / Auckland + South Pacific Pictures + Images and Sound
Client:
Partners Life
Title:
Last Performance
Category:
Brand Partnerships
Annual ID:
OS23_DM112M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi / Düsseldorf
Client:
Mondelēz Europe / Oreo
Title:
Cheat Cookies
Category:
Brand Partnerships
Annual ID:
OS23_DM113M
Award:
2023 Direct Marketing Merit Award
Agency:
FRED & FARID / Paris + La Redoute / Roubaix
Client:
La Redoute
Title:
The Showroom Hotels
Category:
Brand Partnerships
Annual ID:
OS23_DM114M
Award:
2023 Direct Marketing Merit Award
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Brand Partnerships
Annual ID:
OS23_DM115M
Award:
2023 Direct Marketing Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client:
SOS HOMOPHOBIE and PANTONE
Title:
COLORS OF LOVE
Category:
Brand Partnerships
Annual ID:
OS23_DM116M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York
Client:
Procter & Gamble - Tide
Title:
Tide Lucky Jersey
Category:
Brand Partnerships
Annual ID:
OS23_DM117M
Award:
2023 Direct Marketing Merit Award
Agency:
DAVID / Buenos Aires
Client:
MACMA
Title:
The Art of Self Examination
Category:
Experiential / In-Person Events
Annual ID:
OS23_DM071M
Award:
2023 Direct Marketing Merit Award
Agency:
The Monkeys, part of Accenture Song / Sydney + Collider / Sydney
Client:
The Government of Tuvalu
Title:
The First Digital Nation
Category:
Targeted Video / Online
Annual ID:
OS23_DM066M
Award:
2023 Direct Marketing Merit Award
Agency:
Animal / Stockholm + Rulla Bandet / Stockholm + Curamando / Stockholm
Client:
Evoko
Title:
The Desk Snatch Pre-Rolls
Category:
Targeted Video / Online
Annual ID:
OS23_DM067M
Award:
2023 Direct Marketing Merit Award
Agency:
Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Client:
Directv Go
Title:
The Pirate Match
Category:
Targeted Video / Online
Annual ID:
OS23_DM068M
Award:
2023 Direct Marketing Merit Award
Agency:
VMLY&R Commerce India / Mumbai
Client:
Unilever
Title:
Smart Fill
Category:
Experiential / Customer Experience / CX
Annual ID:
OS23_DM075M
Award:
2023 Direct Marketing Merit Award
Agency:
Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client:
Back Market
Title:
Hack Market
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM126M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy Brasil / São Paulo + The Coca-Cola Company / São Paulo + Take/Blip / São Paulo
Client:
Coca-Cola Company
Title:
Coca-Cola Magic Audios
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM127M
Award:
2023 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Minneapolis
Client:
Sherwin-Williams Coil Coatings
Title:
Speaking In Color
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM128M
Award:
2023 Direct Marketing Merit Award
Agency:
Havas / Chicago + Yellowstone Forever
Client:
Yellowstone Forever
Title:
Inheritance Pass
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM129M
Award:
2023 Direct Marketing Merit Award
Agency:
UNIT9 / Los Angeles + WorkInProgress + Domino's + Netflix
Client:
Domino's
Title:
Mind Ordering
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM130M
Award:
2023 Direct Marketing Merit Award
Agency:
MullenLowe / Singapore
Client:
Unilever / Closeup
Title:
City Hall of Love
Category:
Experiential / Virtual Events
Annual ID:
OS23_DM072M
Award:
2023 Direct Marketing Merit Award
Agency:
DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client:
Burger King
Title:
Burger Glitch
Category:
Integrated Campaign
Annual ID:
OS23_DM108M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York
Client:
Procter & Gamble - Tide
Title:
Tide Lucky Jersey
Category:
Integrated Campaign
Annual ID:
OS23_DM109M
Award:
2023 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Kraft Heinz
Client:
Kraft Heinz
Title:
A.I. Ketchup
Category:
Integrated Campaign
Annual ID:
OS23_DM110M
Award:
2023 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Kraft Heinz + Zeno Group / Toronto
Client:
Kraft Heinz
Title:
Heinz LVII Meanz 57
Category:
Integrated Campaign
Annual ID:
OS23_DM111M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett Group Manila / Makati + McDonald's Philippines / Makati + Prodigious Philippines / Makati + Publicis Groupe Philippines / Makati City
Client:
McDonald's
Title:
Unbranded Menu
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM082M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi / Düsseldorf
Client:
Mondelēz Europe / Oreo
Title:
Cheat Cookies
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM083M
Award:
2023 Direct Marketing Merit Award
Agency:
TBWA\ESPAÑA / Madrid
Client:
PepsiCo
Title:
Doritos Crunch Cancellation
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM084M
Award:
2023 Direct Marketing Merit Award
Agency:
DAVID / São Paulo + Burger King / São Paulo + Hefty / São Paulo + Vetor Zero / São Paulo
Client:
Burger King
Title:
Burger Glitch
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM085M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India
Client:
Oreo India
Title:
#BringBack2011
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM091M
Award:
2023 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + Procter & Gamble / Whisper / Mumbai + Offroad Films / Mumbai
Client:
P&G Whisper
Title:
The Missing Chapter
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM092M
Award:
2023 Direct Marketing Merit Award
Agency:
FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago
Client:
SOS Children's Villages
Title:
Chatpat
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM093M
Award:
2023 Direct Marketing Merit Award
Agency:
DDB Group Germany
Client:
Reporters Without Borders (RSF)
Title:
The Truth Wins
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM094M
Award:
2023 Direct Marketing Merit Award
Agency:
BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client:
Duolingo
Title:
The Tattoo Duo Over
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM095M
