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
FIFA 23 x TED LASSO
Agency: EA Sports + Apple
Client: EA Sports + Apple Category: Brand Partnerships
FIFA 23 x TED LASSO
Agency: EA Sports + Apple
Client: EA Sports + Apple Category: Brand Partnerships
The Black Elevation Map
Agency: Performance Art / Toronto
Client: Black & Abroad Category: Data Visualization / Dynamic / Responsive
Flipvertising
Agency: CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client: Samsung Category: Targeted Video / Online
Independent Journalism for an Independent Life - Questlove
Agency: Wave Studios / New York + Droga5 / New York + division7 + Cut+Run / New York
Client: The New York Times Category: Sound Mixing
The Fresh System
Agency: Ogilvy / Bogotá + Carulla / Medellín
Client: Carulla Category: Experiential / Customer Experience / CX
E-NTERPRETERS
Agency: Fahrenheit DDB / Lima + Pilsen Callao / Lima + Sordo / Lima + Ka&O Films and Content / Lima
Client: PILSEN CALLAO Category: Gaming for Good
Even More Confusing Times
Agency: DAVID / Madrid + Burger King / Madrid + Pickle Music / Madrid + Blur / Madrid
Client: Burger King Category: Writing / Single
Escape From The Office
Agency: Apple / Cupertino + Smuggler / Los Angeles
Client: Apple Category: Writing / Single
Bill it to Bezos
Agency: Angry Butterfly / Toronto
Client: Jane/Finch Community Centre Category: Social Channel / Single Platform
Rocky
Agency: neverland / London + Selected Works / London + MJZ / London
Client: Ladbrokes Category: Innovation & Transformation / Innovation in Moving Image Craft
Chillboards
Agency: DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client: Coors Light Category: Out of Home / Series
THE UNDENIABLE STREET VIEW
Agency: ‿ and us / Dubai + BlackBox / Dubai
Client: UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS Category: Events / Virtual
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Innovation & Transformation / Innovation in Direct Marketing
The Fresh System
Agency: Ogilvy / Bogotá + Carulla / Medellín
Client: Carulla Category: Innovation & Transformation / Innovation in Direct Marketing
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
McEnroe vs McEnroe
Agency: FCB / New York + AB InBev / Michelob ULTRA
Client: AB InBev / Michelob ULTRA Category: Digital Installations / Interactive & Immersive
The Greatest
Agency: Somesuch / Los Angeles & London + Apple / London
Client: Apple Category: Direction / Single
High Valyrian Lessons
Agency: Duolingo / Pittsburgh + HBO Max / New York
Client: Duolingo Category: Integrated Campaign
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Innovation & Transformation / Innovation in Radio & Audio
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Innovation & Transformation / Innovation in Radio & Audio
Dot Pad
Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul
Client: Dot Incorporation Category: Use of Technology
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Community Building
BMW: Nothing But Sheer Joy
Agency: TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York
Client: BMW Category: Social Channel / Multi-Platform
Homeless in the Metaverse
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Entourage Category: Social Channel / Multi-Platform
Wednesday hates marketing
Agency: Netflix / Los Angeles + Trailer Park / Los Angeles + Art Machine / Los Angeles + Hustle / Los Angeles
Client: Netflix Category: Social Channel / Multi-Platform
Gender Swap
Agency: BETC / Paris + Women in Games / Paris
Client: Women in Games Category: Digital & Online / Gaming
The Elections Edition
Agency: Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client: An Nahar Newspaper Category: Newspaper / Single
Quest for Dyslexia
Agency: Cheil Hong Kong + Cheil PengTai Beijing
Client: Samsung Category: Mobile Gaming
The Tattoo Duo Over
Agency: BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client: Duolingo Category: Active Engagement / Call to Action
I Will Always Be Me
Agency: VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client: Dell Technologies & Intel Category: Brand Partnerships
The Greatest
Agency: Apple / London + Apple / Cupertino
Client: Apple Category: Brand-Side Initiated & Originated Projects
Girls Who Code Girls
Agency: Mojo Supermarket + makemepulse + Girls Who Code
Client: Girls Who Code Category: Gaming / Online
Eyedar
Agency: Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London
Client: Horizon Therapeutics Category: Digital Product / Promotional
THE TOKYO TOILET
Agency: The Nippon Foundation + Shibuya Ward + Daiwa House Industry Co. + TOTO Ltd.
Client: The Nippon Foundation Category: Spatial Design / Architecture
Hack Market
Agency: Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client: Back Market Category: Non-traditional & Guerrilla Marketing
Less Talk, More Bitcoin
Agency: Accenture Song + Coinbase + Walker + The Mill
Client: Coinbase Category: Creative Effectiveness / Consumer / Brand
Morning After Island
Agency: Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client: Grupo Estratégico PAE Category: Public Relations
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Craft / Use of Sound
walk, walk,
Agency: DENTSU INC. / Tokyo
Client: Dentsu Advertising Awards 75th Anniversary Category: Craft / Art Direction
A Long Tunnel of 3 years of hardship
Agency: DENTSU INC. / Tokyo + TONE UP CORP. / Tokyo
Client: THE HOKKOKU SHIMBUN Category: Craft / Art Direction
Google Black-owned Friday Every Day
Agency: BBH USA + Google Consumer Apps
Client: Google Category: Craft / Art Direction
Flip
Agency: Uncommon Creative Studio / London + Pulse Films / London
Client: B&Q Category: Production Design
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Community Building
Missing Matoaka
Agency: BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client: Muskrat Magazine Category: Multicultural Impact
The Black Elevation Map
Agency: Performance Art / Toronto
Client: Black & Abroad Category: Websites / Desktop & Responsive
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
EA Sports + Apple
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Brand Partnerships
Annual ID:
OS23_BS006G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
EA Sports + Apple
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Brand Partnerships
Annual ID:
OS23_BE008G
Award:
2023 Creative Use of Data Gold Pencil
Agency:
Performance Art / Toronto
Client:
Black & Abroad
Title:
The Black Elevation Map
Category:
Data Visualization / Dynamic / Responsive
Annual ID:
OS23_CU002G
Award:
2023 Direct Marketing Gold Pencil
Agency:
CHEP Network / Sydney + The Sweetshop + The Editors + Ogilvy PR Australia
Client:
Samsung
Title:
Flipvertising
Category:
Targeted Video / Online
Annual ID:
OS23_DM004G
Award:
2023 Public Relations Gold Pencil
Agency:
Iris / London + Outsider / London
Client:
adidas
Title:
No More Red
Category:
Brand Partnerships
Annual ID:
OS23_PR009G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
Wave Studios / New York + Droga5 / New York + division7 + Cut+Run / New York
Client:
The New York Times
Title:
Independent Journalism for an Independent Life - Questlove
Category:
Sound Mixing
Annual ID:
OS23_MS005G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Ogilvy / Bogotá + Carulla / Medellín
Client:
Carulla
Title:
The Fresh System
Category:
Experiential / Customer Experience / CX
Annual ID:
OS23_DM005G
Award:
2023 Gaming Gold Pencil
Agency:
Fahrenheit DDB / Lima + Pilsen Callao / Lima + Sordo / Lima + Ka&O Films and Content / Lima
Client:
PILSEN CALLAO
Title:
E-NTERPRETERS
Category:
Gaming for Good
Annual ID:
OS23_GA005G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
DAVID / Madrid + Burger King / Madrid + Pickle Music / Madrid + Blur / Madrid
Client:
Burger King
Title:
Even More Confusing Times
Category:
Writing / Single
Annual ID:
OS23_MI003G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Apple / Cupertino + Smuggler / Los Angeles
Client:
Apple
Title:
Escape From The Office
Category:
Writing / Single
Annual ID:
OS23_MI004G
Award:
2023 Social Media Gold Pencil
Agency:
Angry Butterfly / Toronto
Client:
Jane/Finch Community Centre
Title:
Bill it to Bezos
Category:
Social Channel / Single Platform
Annual ID:
OS23_SM002G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
neverland / London + Selected Works / London + MJZ / London
Client:
Ladbrokes
Title:
Rocky
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS23_MI013G
Award:
2023 Design Gold Pencil
Agency:
DDB / Chicago + adam&eveDDB / London + NORD DDB CPH / Copenhagen + Molson Coors / Chicago
Client:
Coors Light
Title:
Chillboards
Category:
Out of Home / Series
Annual ID:
OS23_DE001G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
‿ and us / Dubai + BlackBox / Dubai
Client:
UNITED24 / Nova Ukraine / Voices of Children / BOCTOK SOS
Title:
THE UNDENIABLE STREET VIEW
Category:
Events / Virtual
Annual ID:
OS23_EX003G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM001G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Ogilvy / Bogotá + Carulla / Medellín
Client:
Carulla
Title:
The Fresh System
Category:
Innovation & Transformation / Innovation in Direct Marketing
Annual ID:
OS23_DM018G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS23_IN005G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS23_IN006G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York + AB InBev / Michelob ULTRA
Client:
AB InBev / Michelob ULTRA
Title:
McEnroe vs McEnroe
Category:
Digital Installations / Interactive & Immersive
Annual ID:
OS23_IN007G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Somesuch / Los Angeles & London + Apple / London
Client:
Apple
Title:
The Greatest
Category:
Direction / Single
Annual ID:
OS23_MI002G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Campaigns for Good
Annual ID:
OS23_BS004G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Duolingo / Pittsburgh + HBO Max / New York
Client:
Duolingo
Title:
High Valyrian Lessons
Category:
Integrated Campaign
Annual ID:
OS23_DM013G
Award:
2023 Radio & Audio Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS23_RA001G
Award:
2023 Radio & Audio Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS23_RA007G
Award:
2023 Interactive & Mobile Craft Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich + SERVICEPLAN KOREA / Seoul
Client:
Dot Incorporation
Title:
Dot Pad
Category:
Use of Technology
Annual ID:
OS23_IC005G
Award:
2023 Gaming Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Community Building
Annual ID:
OS23_GA003G
Award:
2023 Social Media Gold Pencil
Agency:
TBWA\Juice Beijing + TBWA\BOLT Shanghai + Filmate Productions / Shanghai + Real Good Studio / New York
Client:
BMW
Title:
BMW: Nothing But Sheer Joy
Category:
Social Channel / Multi-Platform
Annual ID:
OS23_SM001G
Award:
2023 Social Media Gold Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Entourage
Title:
Homeless in the Metaverse
Category:
Social Channel / Multi-Platform
Annual ID:
OS23_SM003G
Award:
2023 Social Media Gold Pencil
Agency:
Netflix / Los Angeles + Trailer Park / Los Angeles + Art Machine / Los Angeles + Hustle / Los Angeles
Client:
Netflix
Title:
Wednesday hates marketing
Category:
Social Channel / Multi-Platform
Annual ID:
OS23_SM004G
Award:
2023 Direct Marketing Gold Pencil
Agency:
BETC / Paris + Women in Games / Paris
Client:
Women in Games
Title:
Gender Swap
Category:
Digital & Online / Gaming
Annual ID:
OS23_DM008G
Award:
2023 Print & Promotional Gold Pencil
Agency:
Impact BBDO / Dubai + Impact BBDO / Beirut + DejaVu / Dubai
Client:
An Nahar Newspaper
Title:
The Elections Edition
Category:
Newspaper / Single
Annual ID:
OS23_PT002G
Award:
2023 Gaming Gold Pencil
Agency:
Cheil Hong Kong + Cheil PengTai Beijing
Client:
Samsung
Title:
Quest for Dyslexia
Category:
Mobile Gaming
Annual ID:
OS23_GA002G
Award:
2023 Social Media Gold Pencil
Agency:
BETC / Paris + Duolingo / Paris + Voir Pictures / Paris
Client:
Duolingo
Title:
The Tattoo Duo Over
Category:
Active Engagement / Call to Action
Annual ID:
OS23_SM007G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
VMLY&R / New York + Dell Technologies / Round Rock + Intel / Folsom
Client:
Dell Technologies & Intel
Title:
I Will Always Be Me
Category:
Brand Partnerships
Annual ID:
OS23_EX008G
Award:
2023 Brand-Side / In-House Gold Pencil
Agency:
Apple / London + Apple / Cupertino
Client:
Apple
Title:
The Greatest
Category:
Brand-Side Initiated & Originated Projects
Annual ID:
OS23_BS001G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
Mojo Supermarket + makemepulse + Girls Who Code
Client:
Girls Who Code
Title:
Girls Who Code Girls
Category:
Gaming / Online
Annual ID:
OS23_IN004G
Award:
2023 IP & Product Design Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + Dalmatian Cow / Los Angeles + Blind Pig / London
Client:
Horizon Therapeutics
Title:
Eyedar
Category:
Digital Product / Promotional
Annual ID:
OS23_IP002G
Award:
2023 Design Gold Pencil
Agency:
The Nippon Foundation + Shibuya Ward + Daiwa House Industry Co. + TOTO Ltd.
Client:
The Nippon Foundation
Title:
THE TOKYO TOILET
Category:
Spatial Design / Architecture
Annual ID:
OS23_DE011G
Award:
2023 Direct Marketing Gold Pencil
Agency:
Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client:
Back Market
Title:
Hack Market
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS23_DM012G
Award:
2023 Creative Effectiveness Gold Pencil
Agency:
Accenture Song + Coinbase + Walker + The Mill
Client:
Coinbase
Title:
Less Talk, More Bitcoin
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE002G
Award:
2023 Health & Wellness Gold Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + 14 al Centro Latam / Tegucigalpa
Client:
Grupo Estratégico PAE
Title:
Morning After Island
Category:
Public Relations
Annual ID:
OS23_HW007G
Award:
2023 Experiential & Immersive Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Craft / Use of Sound
Annual ID:
OS23_EX012G
Award:
2023 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Dentsu Advertising Awards 75th Anniversary
Title:
walk, walk,
Category:
Craft / Art Direction
Annual ID:
OS23_DE012G
Award:
2023 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + TONE UP CORP. / Tokyo
Client:
THE HOKKOKU SHIMBUN
Title:
A Long Tunnel of 3 years of hardship
Category:
Craft / Art Direction
Annual ID:
OS23_DE013G
Award:
2023 Design Gold Pencil
Agency:
BBH USA + Google Consumer Apps
Client:
Google
Title:
Google Black-owned Friday Every Day
Category:
Craft / Art Direction
Annual ID:
OS23_DE014G
Award:
2023 Moving Image Craft & Production Gold Pencil
Agency:
Uncommon Creative Studio / London + Pulse Films / London
Client:
B&Q
Title:
Flip
Category:
Production Design
Annual ID:
OS23_MI007G
Award:
2023 Public Relations Gold Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Community Building
Annual ID:
OS23_PR007G
Award:
2023 Cultural Driver Gold Pencil
Agency:
Edelman / New York
Client:
Vaseline
Title:
See My Skin
Category:
Multicultural Impact
Annual ID:
OS23_CD002G
Award:
2023 Cultural Driver Gold Pencil
Agency:
BBDO Canada / Toronto + TA2 Sound + Music / Toronto
Client:
Muskrat Magazine
Title:
Missing Matoaka
Category:
Multicultural Impact
Annual ID:
OS23_CD003G
Award:
2023 Interactive, Online & Mobile Gold Pencil
Agency:
Performance Art / Toronto
Client:
Black & Abroad
Title:
The Black Elevation Map
Category:
Websites / Desktop & Responsive
Annual ID:
OS23_IN002G