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
Scratchboards
Agency: DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client: Activision Category: Non-traditional & Guerrilla Marketing
Missing Stock
Agency: Wunderman Thompson / Bogotá
Client: Fundación Internacional Para El Reencuentro / MUDI Category: Non-traditional & Guerrilla Marketing
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Non-traditional & Guerrilla Marketing
The Pirate Match
Agency: Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Client: Directv Go Category: Non-traditional & Guerrilla Marketing
The Refugee Jatoba
Agency: Africa / São Paulo + Articulation of Indigenous Peoples of Brazil - APIB + Hungry Man / São Paulo + Pindorama Filmes / São Paulo
Client: APIB Category: Non-traditional & Guerrilla Marketing
The Elections Edition
Agency: Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client: An Nahar Newspaper Category: Non-traditional & Guerrilla Marketing
Empty Plates
Agency: Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client: UAE Government Media Office Category: Non-traditional & Guerrilla Marketing
Triangle Tracker
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Non-traditional & Guerrilla Marketing
Add The M
Agency: Rethink / Toronto + YWCA Metro / Vancouver
Client: YWCA Metro Vancouver Category: Non-traditional & Guerrilla Marketing
NRA Children's Museum
Agency: Hungry Man / Los Angeles + Ogilvy / Chicago + Change the Ref + Tusk Strategies
Client: Change the Ref Category: Non-traditional & Guerrilla Marketing
Anytime Anytime
Agency: Mischief @ No Fixed Address / Brooklyn + Anytime Fitness + Strike Anywhere
Client: Anytime Fitness Category: Non-traditional & Guerrilla Marketing
50 Queens
Agency: Accenture Song DK / Copenhagen + Golden Days + BIG - Bjarke Ingels Group + Meta
Client: Golden Days Category: Experiential / Hybrid Events
Dream Transfer
Agency: McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London
Client: eBay UK Category: Experiential / Hybrid Events
Shagun Ka Lifafa
Agency: McCann Worldgroup India / Mumbai
Client: Ujjivan Small Finance Bank Category: Physical Items
The Uncover
Agency: Weber Shandwick / Paris + Allegorie studio / Paris + Aurevoir Charlie / LEVALLOIS PERRET
Client: Frida etc. Category: Physical Items
The Shuffle Ticket
Agency: Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client: Live Nation / Luger Category: Physical Items
Inside Jobs
Agency: DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client: VOLKSWAGEN GROUP FRANCE Category: Physical Items
Plan (a)
Agency: Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg
Client: AfriSam + BlackStudio Category: Physical Items
Letters Home
Agency: Zulu Alpha Kilo + HomeEquity Bank + Royal Canadian Legion
Client: HomeEquity Bank / Royal Canadian Legion Category: Physical Items
The Truth Wins
Agency: DDB Group Germany
Client: Reporters Without Borders (RSF) Category: Social Media Post / Series
Forza Canada
Agency: Dentsu Creative Italy / Milano + CARAT Italy / Milano + Urban Vision / Milan + Fonzies, Mondelēz International, Inc. / Milan
Client: Fonzies - Mondelēz International, Inc. Category: Social Media Post / Series
The Tattoo Duo Over
Agency: BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client: Duolingo Category: Social Media Post / Series
Influencers' Friends
Agency: DDB WORLDWIDE COLOMBIA SAS / Bogotá
Client: AbInBev Colombia - Poker Beer Category: Social Media Post / Series
Missing Stock
Agency: Wunderman Thompson / Bogotá
Client: Fundación Internacional Para El Reencuentro / MUDI Category: Out of Home / Billboards & Transit
Award:
2023 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client:
Activision
Title:
Scratchboards
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM096M
Award:
2023 Direct Marketing Merit Award
Agency:
Wunderman Thompson / Bogotá
Client:
Fundación Internacional Para El Reencuentro / MUDI
Title:
Missing Stock
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM097M
Award:
2023 Direct Marketing Merit Award
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM098M
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:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM099M
Award:
2023 Direct Marketing Merit Award
Agency:
Africa / São Paulo + Articulation of Indigenous Peoples of Brazil - APIB + Hungry Man / São Paulo + Pindorama Filmes / São Paulo
Client:
APIB
Title:
The Refugee Jatoba
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM101M
Award:
2023 Direct Marketing Merit Award
Agency:
Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client:
An Nahar Newspaper
Title:
The Elections Edition
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM102M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi MEA / Dubai + Prodigious Middle East / Dubai + Optix Middle East / Dubai + Vox Haus / Petrópolis
Client:
UAE Government Media Office
Title:
Empty Plates
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM103M
Award:
2023 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Triangle Tracker
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM104M
Award:
2023 Direct Marketing Merit Award
Agency:
Rethink / Toronto + YWCA Metro / Vancouver
Client:
YWCA Metro Vancouver
Title:
Add The M
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM105M
Award:
2023 Direct Marketing Merit Award
Agency:
Hungry Man / Los Angeles + Ogilvy / Chicago + Change the Ref + Tusk Strategies
Client:
Change the Ref
Title:
NRA Children's Museum
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM106M
Award:
2023 Direct Marketing Merit Award
Agency:
Mischief @ No Fixed Address / Brooklyn + Anytime Fitness + Strike Anywhere
Client:
Anytime Fitness
Title:
Anytime Anytime
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM107M
Award:
2023 Direct Marketing Merit Award
Agency:
Accenture Song DK / Copenhagen + Golden Days + BIG - Bjarke Ingels Group + Meta
Client:
Golden Days
Title:
50 Queens
Category:
Experiential / Hybrid Events
Annual ID:
OS23_DM073M
Award:
2023 Direct Marketing Merit Award
Agency:
McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London
Client:
eBay UK
Title:
Dream Transfer
Category:
Experiential / Hybrid Events
Annual ID:
OS23_DM074M
Award:
2023 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Mumbai
Client:
Ujjivan Small Finance Bank
Title:
Shagun Ka Lifafa
Category:
Physical Items
Annual ID:
OS23_DM055M
Award:
2023 Direct Marketing Merit Award
Agency:
Edelman / Singapore
Client:
HP Instant Ink
Title:
INKmaginary Toys
Category:
Physical Items
Annual ID:
OS23_DM056M
Award:
2023 Direct Marketing Merit Award
Agency:
Weber Shandwick / Paris + Allegorie studio / Paris + Aurevoir Charlie / LEVALLOIS PERRET
Client:
Frida etc.
Title:
The Uncover
Category:
Physical Items
Annual ID:
OS23_DM057M
Award:
2023 Direct Marketing Merit Award
Agency:
Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client:
Live Nation / Luger
Title:
The Shuffle Ticket
Category:
Physical Items
Annual ID:
OS23_DM058M
Award:
2023 Direct Marketing Merit Award
Agency:
DDB / Paris + VOLKSWAGEN GROUP FRANCE + THE / Paris + AllSo / Paris
Client:
VOLKSWAGEN GROUP FRANCE
Title:
Inside Jobs
Category:
Physical Items
Annual ID:
OS23_DM059M
Award:
2023 Direct Marketing Merit Award
Agency:
Promise / Johannesburg + AfriSam / Johannesburg + BlackStudio / Johannesburg
Client:
AfriSam + BlackStudio
Title:
Plan (a)
Category:
Physical Items
Annual ID:
OS23_DM060M
Award:
2023 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo + HomeEquity Bank + Royal Canadian Legion
Client:
HomeEquity Bank / Royal Canadian Legion
Title:
Letters Home
Category:
Physical Items
Annual ID:
OS23_DM061M
Award:
2023 Direct Marketing Merit Award
Agency:
DDB Group Germany
Client:
Reporters Without Borders (RSF)
Title:
The Truth Wins
Category:
Social Media Post / Series
Annual ID:
OS23_DM087M
Award:
2023 Direct Marketing Merit Award
Agency:
Dentsu Creative Italy / Milano + CARAT Italy / Milano + Urban Vision / Milan + Fonzies, Mondelēz International, Inc. / Milan
Client:
Fonzies - Mondelēz International, Inc.
Title:
Forza Canada
Category:
Social Media Post / Series
Annual ID:
OS23_DM088M
Award:
2023 Direct Marketing Merit Award
Agency:
BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client:
Duolingo
Title:
The Tattoo Duo Over
Category:
Social Media Post / Series
Annual ID:
OS23_DM089M
Award:
2023 Direct Marketing Merit Award
Agency:
DDB WORLDWIDE COLOMBIA SAS / Bogotá
Client:
AbInBev Colombia - Poker Beer
Title:
Influencers' Friends
Category:
Social Media Post / Series
Annual ID:
OS23_DM090M