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
Smart Fill
Agency: VMLY&R Commerce India / Mumbai
Client: Unilever Category: Customer Experience / CX / In-Person
Jersey Pay
Agency: VMLY&R Commerce Mexico / Mexico City
Client: AB InBev / Corona Category: Customer Experience / CX / In-Person
Escape: FUCK / PAIN / HELL
Agency: Ogilvy Germany
Client: German Rail Category: Social Video / Under 15 Seconds
Data Tienda
Agency: DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client: Gahr WeCapital Category: Digital Product / In-Market
The Singularity BTS
Agency: Squarespace + Smuggler / Los Angeles
Client: Squarespace Category: Editing / Single
Sole Music
Agency: ‿ and us / Dubai + BlackBox / Dubai
Client: Anghami Category: Integrated Digital & Physical Product / Promotional
The Vulva Spaceship
Agency: INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton
Client: Wer Braucht Feminismus? Category: Social Post / Multi-Platform Series
Classify Consent
Agency: TBWA\Sydney + Eleven / Sydney + FleishmanHillard / Sydney
Client: Consent Labs Category: Popular Culture Impact
The Diapér
Agency: Mother / Los Angeles + Goop / Los Angeles
Client: Baby2Baby Category: Popular Culture Impact
Window Shopping
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Experiential & Installations / Brand Installations
The Billboard Is Yours to Take
Agency: FCB / New York + AB InBev / Budweiser + Grand Visual / London + Lord + Thomas / New York
Client: AB InBev / Budweiser Category: Experiential & Installations / Brand Installations
Bring Home The Bud
Agency: Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90
Client: Budweiser / AB InBev Category: Experiential & Installations / Brand Installations
COLORS OF LOVE
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client: SOS HOMOPHOBIE and PANTONE Category: Physical Product / Promotional
Unfiltered
Agency: BBDO / New York
Client: Snickers Category: Television & VOD / 30 Seconds and Under - Single
The Hunt
Agency: Apple / Cupertino + TBWA\Media Arts Lab / Los Angeles + OMD
Client: Apple Category: Television & VOD / 30 Seconds and Under - Single
Wrapped On Platform Experience
Agency: Spotify In-House / New York
Client: Spotify In-House Category: Craft / Data-Driven Personalization
The Art Of Trending
Agency: INGO / Hamburg + Ogilvy Germany
Client: WAI Woods Art Institute Category: Craft / Use of Technology
The Billboard Is Yours to Take
Agency: FCB / New York + AB InBev / Budweiser + Grand Visual / London + Lord + Thomas / New York
Client: AB InBev / Budweiser Category: Billboards & Transit / Single
4th Guanzhong Mangba Arts Festival
Agency: another design / Guangzhou
Client: Guanzhong Mangba Arts Festival Category: Brand Identity / System
R Plates
Agency: TBWA\Sydney + Eleven / Sydney + FleishmanHillard / Sydney
Client: mycar Category: Integrated PR Campaign
Only Protected for a moment
Agency: Revolver / REDFERN + Clemenger BBDO + Blockhead / Sydney + Transport Accident Commission / Melbourne
Client: Transport Accident Commission Category: Visual Effects / Single
Trapped in the 90s
Agency: McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client: IKEA Category: Influencer Marketing / Multi-Channel
Toby the Vegetarian Vampire
Agency: Wieden+Kennedy / New York + 1stAveMachine
Client: Kraft Heinz Category: Influencer Marketing / Multi-Channel
walk, walk,
Agency: DENTSU INC. / Tokyo
Client: Dentsu Advertising Awards 75th Anniversary Category: Posters / Series
Sun Warning Flag
Agency: HeimatTBWA\Germany / Berlin
Client: German Cancer Aid Category: Out of Home / Brand Installations
Thoughts & Prayers
Agency: McCann / New York
Client: March For Our Lives Category: Out of Home / Brand Installations
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 / Brand Installations
Phone It In
Agency: Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client: Skinny Category: Innovation & Transformation / Innovation in Out of Home
Hack Market
Agency: Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client: Back Market Category: Innovation & Transformation / Innovation in Out of Home
Scratchboards
Agency: DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client: Activision Category: Innovation & Transformation / Innovation in Out of Home
Backup Ukraine
Agency: VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client: Polycam + Unesco + Blue Shield Category: Craft / Use of Technology
The Watch
Agency: Leo Burnett Canada / Toronto
Client: Melanin Gamers Category: Craft / Use of Technology
It’s Not Therapy, It’s Abuse
Agency: The&Partnership / London + Academy Films / London + Glassworks VFX / London
Client: Stonewall Category: Television & VOD / Over 60 Seconds - Single
The Last Photo
Agency: adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client: CALM + ITV Category: Television & VOD / Over 60 Seconds - Single
The Polygraph
Agency: AlmapBBDO / São Paulo + Raw Audio / São Paulo + Colossal / Curitiba + The Youth / Curitiba
Client: CNN Category: Television & VOD / Over 60 Seconds - Single
The Troll
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Television & VOD / Over 60 Seconds - Single
Privacy on iPhone - Data Auction
Agency: TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client: Apple Category: Television & VOD / Over 60 Seconds - Single
The Outside In Experiment
Agency: Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client: Horizon Therapeutics Category: Craft / Animation
Love Doesn't Take a Break
Agency: VCCP Health / London + Teva Pharmaceutical / Tel Aviv-Yafo + Great Guns UK / United Kingdom
Client: Teva Pharmaceuticals Category: Film
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 Interactive, Online, & Mobile
Native Sportscasters
Agency: We Believers / New York + Pickle Music / New York + WE DOERS / New York
Client: AB INBEV Category: Audio
Real Street Style
Agency: GUT / Buenos Aires
Client: Mercado Libre Category: Digital & Online / Ecommerce
Duet Delivery
Agency: DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo
Client: Burger King Category: Digital & Online / Ecommerce
Award:
2023 Experiential & Immersive Bronze Pencil
Agency:
VMLY&R Commerce India / Mumbai
Client:
Unilever
Title:
Smart Fill
Category:
Customer Experience / CX / In-Person
Annual ID:
OS23_EX026B
Award:
2023 Experiential & Immersive Bronze Pencil
Agency:
VMLY&R Commerce Mexico / Mexico City
Client:
AB InBev / Corona
Title:
Jersey Pay
Category:
Customer Experience / CX / In-Person
Annual ID:
OS23_EX027B
Award:
2023 Social Media Bronze Pencil
Agency:
Ogilvy Germany
Client:
German Rail
Title:
Escape: FUCK / PAIN / HELL
Category:
Social Video / Under 15 Seconds
Annual ID:
OS23_SM032B
Award:
2023 Integrated Bronze Pencil
Agency:
R/GA Australia
Client:
Museum of Chinese in Australia
Title:
MOCA
Category:
Craft / Art Direction
Annual ID:
OS23_IG021B
Award:
2023 IP & Product Design Bronze Pencil
Agency:
DDB MEXICO SA DE CV / Mexico D.F. + Gahr WeCapital / Santiago de Querétaro + Estudios Machina / Bogotá + LaDoble / Mexico City
Client:
Gahr WeCapital
Title:
Data Tienda
Category:
Digital Product / In-Market
Annual ID:
OS23_IP012B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
Squarespace + Smuggler / Los Angeles
Client:
Squarespace
Title:
The Singularity BTS
Category:
Editing / Single
Annual ID:
OS23_MI029B
Award:
2023 IP & Product Design Bronze Pencil
Agency:
‿ and us / Dubai + BlackBox / Dubai
Client:
Anghami
Title:
Sole Music
Category:
Integrated Digital & Physical Product / Promotional
Annual ID:
OS23_IP013B
Award:
2023 Experiential & Immersive Bronze Pencil
Agency:
DDB Group Italy / Milan
Client:
IKEA
Title:
The Suitcase
Category:
Brand Installations
Annual ID:
OS23_EX028B
Award:
2023 Social Media Bronze Pencil
Agency:
INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton
Client:
Wer Braucht Feminismus?
Title:
The Vulva Spaceship
Category:
Social Post / Multi-Platform Series
Annual ID:
OS23_SM028B
Award:
2023 Cultural Driver Bronze Pencil
Agency:
TBWA\Sydney + Eleven / Sydney + FleishmanHillard / Sydney
Client:
Consent Labs
Title:
Classify Consent
Category:
Popular Culture Impact
Annual ID:
OS23_CD007B
Award:
2023 Cultural Driver Bronze Pencil
Agency:
BBDO / New York
Client:
M&M's
Title:
Spokescandies on Pause
Category:
Popular Culture Impact
Annual ID:
OS23_CD008B
Award:
2023 Cultural Driver Bronze Pencil
Agency:
Mother / Los Angeles + Goop / Los Angeles
Client:
Baby2Baby
Title:
The Diapér
Category:
Popular Culture Impact
Annual ID:
OS23_CD009B
Award:
2023 Out of Home Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Window Shopping
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS23_OH025B
Award:
2023 Out of Home Bronze Pencil
Agency:
FCB / New York + AB InBev / Budweiser + Grand Visual / London + Lord + Thomas / New York
Client:
AB InBev / Budweiser
Title:
The Billboard Is Yours to Take
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS23_OH026B
Award:
2023 Out of Home Bronze Pencil
Agency:
Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90
Client:
Budweiser / AB InBev
Title:
Bring Home The Bud
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS23_OH027B
Award:
2023 IP & Product Design Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + EG+ / Boulogne-Billancourt
Client:
SOS HOMOPHOBIE and PANTONE
Title:
COLORS OF LOVE
Category:
Physical Product / Promotional
Annual ID:
OS23_IP010B
Award:
2023 Film & Video Bronze Pencil
Agency:
BBDO / New York
Client:
Snickers
Title:
Unfiltered
Category:
Television & VOD / 30 Seconds and Under - Single
Annual ID:
OS23_FI025B
Award:
2023 Film & Video Bronze Pencil
Agency:
Apple / Cupertino + TBWA\Media Arts Lab / Los Angeles + OMD
Client:
Apple
Title:
The Hunt
Category:
Television & VOD / 30 Seconds and Under - Single
Annual ID:
OS23_FI026B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
Spotify In-House / New York
Client:
Spotify In-House
Title:
Wrapped On Platform Experience
Category:
Craft / Data-Driven Personalization
Annual ID:
OS23_DM054B
Award:
2023 Integrated Bronze Pencil
Agency:
INGO / Hamburg + Ogilvy Germany
Client:
WAI Woods Art Institute
Title:
The Art Of Trending
Category:
Craft / Use of Technology
Annual ID:
OS23_IG022B
Award:
2023 Out of Home Bronze Pencil
Agency:
FCB / New York + AB InBev / Budweiser + Grand Visual / London + Lord + Thomas / New York
Client:
AB InBev / Budweiser
Title:
The Billboard Is Yours to Take
Category:
Billboards & Transit / Single
Annual ID:
OS23_OH024B
Award:
2023 Design Bronze Pencil
Agency:
another design / Guangzhou
Client:
Guanzhong Mangba Arts Festival
Title:
4th Guanzhong Mangba Arts Festival
Category:
Brand Identity / System
Annual ID:
OS23_DE042B
Award:
2023 Public Relations Bronze Pencil
Agency:
TBWA\Sydney + Eleven / Sydney + FleishmanHillard / Sydney
Client:
mycar
Title:
R Plates
Category:
Integrated PR Campaign
Annual ID:
OS23_PR029B
Award:
2023 Print & Promotional Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Hornicultural Society
Category:
Craft / Writing
Annual ID:
OS23_PT023B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
Revolver / REDFERN + Clemenger BBDO + Blockhead / Sydney + Transport Accident Commission / Melbourne
Client:
Transport Accident Commission
Title:
Only Protected for a moment
Category:
Visual Effects / Single
Annual ID:
OS23_MI036B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
Rethink + IKEA
Client:
IKEA
Title:
The Troll
Category:
Visual Effects / Single
Annual ID:
OS23_MI037B
Award:
2023 Social Media Bronze Pencil
Agency:
McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client:
IKEA
Title:
Trapped in the 90s
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS23_SM038B
Award:
2023 Social Media Bronze Pencil
Agency:
Wieden+Kennedy / New York + 1stAveMachine
Client:
Kraft Heinz
Title:
Toby the Vegetarian Vampire
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS23_SM039B
Award:
2023 Design Bronze Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Dentsu Advertising Awards 75th Anniversary
Title:
walk, walk,
Category:
Posters / Series
Annual ID:
OS23_DE051B
Award:
2023 Creative Use of Data Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Dot Incorporation
Title:
Dot Go
Category:
Use of Technology
Annual ID:
OS23_CU014B
Award:
2023 Design Bronze Pencil
Agency:
HeimatTBWA\Germany / Berlin
Client:
German Cancer Aid
Title:
Sun Warning Flag
Category:
Out of Home / Brand Installations
Annual ID:
OS23_DE054B
Award:
2023 Design Bronze Pencil
Agency:
McCann / New York
Client:
March For Our Lives
Title:
Thoughts & Prayers
Category:
Out of Home / Brand Installations
Annual ID:
OS23_DE055B
Award:
2023 Design Bronze Pencil
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 / Brand Installations
Annual ID:
OS23_DE056B
Award:
2023 Out of Home Bronze Pencil
Agency:
Colenso BBDO / Auckland + Skinny / Auckland + PHD Media / Auckland + Drum Agency / Auckland
Client:
Skinny
Title:
Phone It In
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS23_OH033B
Award:
2023 Out of Home Bronze Pencil
Agency:
Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris
Client:
Back Market
Title:
Hack Market
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS23_OH034B
Award:
2023 Out of Home Bronze Pencil
Agency:
DAVID / Madrid + Activision / Los Angeles + 900 Films / Los Angeles + Bait Shoppe / Los Angeles
Client:
Activision
Title:
Scratchboards
Category:
Innovation & Transformation / Innovation in Out of Home
Annual ID:
OS23_OH035B
Award:
2023 Experiential & Immersive Bronze Pencil
Agency:
VIRTUE / Copenhagen + Blue Shield / Copenhagen + Polycam / San Fransicsco + Unesco Denmark / Copenhagen
Client:
Polycam + Unesco + Blue Shield
Title:
Backup Ukraine
Category:
Craft / Use of Technology
Annual ID:
OS23_EX032B
Award:
2023 Experiential & Immersive Bronze Pencil
Agency:
Leo Burnett Canada / Toronto
Client:
Melanin Gamers
Title:
The Watch
Category:
Craft / Use of Technology
Annual ID:
OS23_EX033B
Award:
2023 Film & Video Bronze Pencil
Agency:
The&Partnership / London + Academy Films / London + Glassworks VFX / London
Client:
Stonewall
Title:
It’s Not Therapy, It’s Abuse
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI029B
Award:
2023 Film & Video Bronze Pencil
Agency:
adam&eveDDB / London + the7stars / London + Hope&Glory / London + cain&abelDDB / London
Client:
CALM + ITV
Title:
The Last Photo
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI030B
Award:
2023 Film & Video Bronze Pencil
Agency:
AlmapBBDO / São Paulo + Raw Audio / São Paulo + Colossal / Curitiba + The Youth / Curitiba
Client:
CNN
Title:
The Polygraph
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI031B
Award:
2023 Film & Video Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
The Troll
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI032B
Award:
2023 Film & Video Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple / Cupertino + OMD
Client:
Apple
Title:
Privacy on iPhone - Data Auction
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI033B
Award:
2023 Design Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Client:
Horizon Therapeutics
Title:
The Outside In Experiment
Category:
Craft / Animation
Annual ID:
OS23_DE062B
Award:
2023 Pharma Bronze Pencil
Agency:
VCCP Health / London + Teva Pharmaceutical / Tel Aviv-Yafo + Great Guns UK / United Kingdom
Client:
Teva Pharmaceuticals
Title:
Love Doesn't Take a Break
Category:
Film
Annual ID:
OS23_PH013B
Award:
2023 Interactive, Online & Mobile Bronze 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 Interactive, Online, & Mobile
Annual ID:
OS23_IN031B
Award:
2023 Branded Entertainment Bronze Pencil
Agency:
We Believers / New York + Pickle Music / New York + WE DOERS / New York
Client:
AB INBEV
Title:
Native Sportscasters
Category:
Audio
Annual ID:
OS23_BE033B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
GUT / Buenos Aires
Client:
Mercado Libre
Title:
Real Street Style
Category:
Digital & Online / Ecommerce
Annual ID:
OS23_DM043B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo
Client:
Burger King
Title:
Duet Delivery
Category:
Digital & Online / Ecommerce
Annual ID:
OS23_DM044B
Award:
2023 Branded Entertainment Bronze Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Toxic Influence
Category:
Long Form Video / Single
Annual ID:
OS23_BE028B
