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
HetzJaeger. Antifascist Algorithms.
Agency: Philipp und Keuntje / Hamburg + fischerAppelt / Hamburg
Client: Laut gegen Nazis Category: Innovation & Transformation / Innovation in Data
Fertility Finder
Agency: Ritmika Audio Arts / São Paulo + VMLY&R / New York
Client: Baby Quest Foundation Category: Innovation & Transformation / Innovation in Data
Anti High-jack Ads
Agency: VMLY&R South Africa / Johannesburg + Carat / Johannesburg
Client: Vodacom Category: Innovation & Transformation / Innovation in Data
Rescue Doodles
Agency: BBDO / New York
Client: Pedigree Category: Innovation & Transformation / Innovation in Data
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
Save the Survivors
Agency: POL / Oslo + 750mph / London + Edisen / Berlin + BR-F / Stockholm
Client: Save the Children Category: Sound Editing
La Capitana
Agency: Baron & Baron / New York + Raphael Ajuelos Studios / Los Angeles + Modern Post / New York + North Six / Los Angeles
Client: Dior Category: Sound Editing
The Vulva Spaceship
Agency: INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton
Client: Wer Braucht Feminismus? Category: Online & Mobile Video / Online-only Video - Single
The Singularity BTS
Agency: Squarespace + Smuggler / Los Angeles
Client: Squarespace Category: Online & Mobile Video / Online-only Video - Single
Kids
Agency: Meta / WhatsApp + Landia + Most Valuable Player
Client: Meta/ WhatsApp Category: Video Content / Single
Forever
Agency: The Farmer's Dog / New York + Sanctuary Content / Los Angeles
Client: The Farmer's Dog Category: Video Content / Single
Amazinger
Agency: Apple / Cupertino + EXILE / Santa Monica + MJZ / Los Angeles
Client: Apple Category: Video Content / Single
Dear Apple
Agency: Apple / Cupertino + Spotwelders / Venice + PRETTYBIRD / Culver City
Client: Apple Category: Video Content / Single
Troy
Agency: CrowdStrike / Irvine + Modus Direct / Sarasota + Framestore / Santa Monica + RadicalMedia / Santa Monica
Client: CrowdStrike Category: Video Content / Single
The Singularity BTS
Agency: Squarespace + Smuggler / Los Angeles
Client: Squarespace Category: Video Content / Single
The Audio Ad You Can See
Agency: VMLY&R Australia + Squeak E. Clean Studios
Client: Defence Force Recruiting - Navy Category: Custom Content
Corrido Of Duty
Agency: Archer Troy / Mexico City + Activision Blizzard / Mexico City
Client: Activision / Call of Duty Category: Custom Content
Dr. Rick Will See You Now
Agency: Arnold Worldwide / Boston + Progressive Insurance
Client: Progressive Insurance Category: Custom Content
A Song For Every CMO - Cadillac
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Chase
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - CVS Health
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Indeed
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Intuit
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Kimberly-Clark
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Loreal
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
A Song For Every CMO - Wendys
Agency: FCB / New York + Spotify + Wave Studios
Client: Spotify Advertising Category: Custom Content
walk, walk,
Agency: DENTSU INC. / Tokyo
Client: Dentsu Advertising Awards 75th Anniversary Category: Promotional / Physical Items
BallerCard
Agency: CHEP Network / Sydney + IKEA Australia
Client: IKEA Category: Promotional / Physical Items
Heinekicks
Agency: BBH / Singapore + LePub / Singapore + Pleid St + The Shoe Surgeon
Client: Heineken® Category: Promotional / Physical Items
Ukraine Supporters Project
Agency: MUTABOR / Hamburg
Client: #WeAreAllUkrainians Category: Promotional / Physical Items
The Hornicultural Society
Agency: Ogilvy UK / London
Client: Relate Category: Promotional / Physical Items
Designed in Bangladesh. Made in Europe.
Agency: Accenture Song Germany / Hamburg + ekn footwear / Frankfurt/Main
Client: ekn footwear Category: Promotional / Physical Items
The Heartbeat Drum Machine
Agency: ABBY.WORLD / Stockholm + Swedish Heartchild Foundation / Stockholm
Client: Swedish Heartchild Foundation Category: Promotional / Physical Items
The Shuffle Ticket
Agency: Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client: Live Nation / Luger Category: Promotional / Physical Items
Turnstile Turbines
Agency: Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client: Iberdrola Category: Promotional / Physical Items
Fabric of England
Agency: McCann / London + Weber Shandwick / London + Craft / London
Client: Show Racism The Red Card Category: Promotional / Physical Items
Jersey Pay
Agency: VMLY&R Commerce Mexico / Mexico City
Client: AB InBev / Corona Category: Promotional / Physical Items
Visible Mark
Agency: FCB Brasil / São Paulo + FCB Studio / São Paulo
Client: Isaac Silva/ Casa Neon Cunha Category: Promotional / Physical Items
Breastfeeding Jersey
Agency: draftLine BUE / Buenos Aires + Racing Club + AdverPR + Aeroset
Client: Racing Club Category: Promotional / Physical Items
Get F*cked by the Government
Agency: Mischief @ No Fixed Address / Brooklyn + Dame + Moxie Communications + I Can Make It Move
Client: Dame Category: Promotional / Physical Items
LaLiga Kick Off
Agency: Ogilvy Spain / Madrid + Hogarth Spain / Madrid
Client: LaLiga Category: Craft / Printing & Paper Craft
Malnutrition Labels: Nutritional Ink
Agency: St Luke's / London + Team Dole Sunshine Company / Rotterdam + Bompas & Parr / London + Tag Collective Arts / London
Client: Dole Sunshine Company Category: Craft / Printing & Paper Craft
Tough Turban: B2B Packaging
Agency: Zulu Alpha Kilo + Pfaff Harley-Davidson + Sparks Innovation
Client: Pfaff Harley-Davidson Category: Craft / Printing & Paper Craft
Sole Music Film
Agency: ‿ and us / Dubai + Good People / Cairo + BlackBox / Dubai + Zanad / Cairo
Client: Anghami Category: Branded Content
Award:
2023 Creative Use of Data Merit Award
Agency:
Philipp und Keuntje / Hamburg + fischerAppelt / Hamburg
Client:
Laut gegen Nazis
Title:
HetzJaeger. Antifascist Algorithms.
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU041M
Award:
2023 Creative Use of Data Merit Award
Agency:
Ritmika Audio Arts / São Paulo + VMLY&R / New York
Client:
Baby Quest Foundation
Title:
Fertility Finder
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU042M
Award:
2023 Creative Use of Data Merit Award
Agency:
VMLY&R South Africa / Johannesburg + Carat / Johannesburg
Client:
Vodacom
Title:
Anti High-jack Ads
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU043M
Award:
2023 Creative Use of Data Merit Award
Agency:
BBDO / New York
Client:
Pedigree
Title:
Rescue Doodles
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU044M
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 Music & Sound Craft Merit Award
Agency:
POL / Oslo + 750mph / London + Edisen / Berlin + BR-F / Stockholm
Client:
Save the Children
Title:
Save the Survivors
Category:
Sound Editing
Annual ID:
OS23_MS061M
Award:
2023 Music & Sound Craft Merit Award
Agency:
Baron & Baron / New York + Raphael Ajuelos Studios / Los Angeles + Modern Post / New York + North Six / Los Angeles
Client:
Dior
Title:
La Capitana
Category:
Sound Editing
Annual ID:
OS23_MS062M
Award:
2023 Music & Sound Craft Merit Award
Agency:
Droga5 / New York + Meta + Love Song + The Mill
Client:
Meta
Title:
Amani
Category:
Sound Editing
Annual ID:
OS23_MS063M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
INNOCEAN / Berlin + Stink Films / Berlin + ORIGO LAB / São Paulo + BOT Inc. / Brighton
Client:
Wer Braucht Feminismus?
Title:
The Vulva Spaceship
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS23_IN057M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
Squarespace + Smuggler / Los Angeles
Client:
Squarespace
Title:
The Singularity BTS
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS23_IN058M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Apple / Cupertino
Client:
Apple
Title:
Chase
Category:
Video Content / Single
Annual ID:
OS23_BS018M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Meta / WhatsApp + Landia + Most Valuable Player
Client:
Meta/ WhatsApp
Title:
Kids
Category:
Video Content / Single
Annual ID:
OS23_BS019M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
The Farmer's Dog / New York + Sanctuary Content / Los Angeles
Client:
The Farmer's Dog
Title:
Forever
Category:
Video Content / Single
Annual ID:
OS23_BS020M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Apple / Cupertino + EXILE / Santa Monica + MJZ / Los Angeles
Client:
Apple
Title:
Amazinger
Category:
Video Content / Single
Annual ID:
OS23_BS021M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Apple / Cupertino + Spotwelders / Venice + PRETTYBIRD / Culver City
Client:
Apple
Title:
Dear Apple
Category:
Video Content / Single
Annual ID:
OS23_BS022M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
CrowdStrike / Irvine + Modus Direct / Sarasota + Framestore / Santa Monica + RadicalMedia / Santa Monica
Client:
CrowdStrike
Title:
Troy
Category:
Video Content / Single
Annual ID:
OS23_BS023M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Squarespace + Smuggler / Los Angeles
Client:
Squarespace
Title:
The Singularity BTS
Category:
Video Content / Single
Annual ID:
OS23_BS024M
Award:
2023 Radio & Audio Merit Award
Agency:
VMLY&R Australia + Squeak E. Clean Studios
Client:
Defence Force Recruiting - Navy
Title:
The Audio Ad You Can See
Category:
Custom Content
Annual ID:
OS23_RA024M
Award:
2023 Radio & Audio Merit Award
Agency:
Archer Troy / Mexico City + Activision Blizzard / Mexico City
Client:
Activision / Call of Duty
Title:
Corrido Of Duty
Category:
Custom Content
Annual ID:
OS23_RA025M
Award:
2023 Radio & Audio Merit Award
Agency:
Arnold Worldwide / Boston + Progressive Insurance
Client:
Progressive Insurance
Title:
Dr. Rick Will See You Now
Category:
Custom Content
Annual ID:
OS23_RA026M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Cadillac
Category:
Custom Content
Annual ID:
OS23_RA027M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Chase
Category:
Custom Content
Annual ID:
OS23_RA028M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - CVS Health
Category:
Custom Content
Annual ID:
OS23_RA029M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Indeed
Category:
Custom Content
Annual ID:
OS23_RA030M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Intuit
Category:
Custom Content
Annual ID:
OS23_RA031M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Kimberly-Clark
Category:
Custom Content
Annual ID:
OS23_RA032M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Loreal
Category:
Custom Content
Annual ID:
OS23_RA033M
Award:
2023 Radio & Audio Merit Award
Agency:
FCB / New York + Spotify + Wave Studios
Client:
Spotify Advertising
Title:
A Song For Every CMO - Wendys
Category:
Custom Content
Annual ID:
OS23_RA034M
Award:
2023 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
Dentsu Advertising Awards 75th Anniversary
Title:
walk, walk,
Category:
Promotional / Physical Items
Annual ID:
OS23_DE104M
Award:
2023 Design Merit Award
Agency:
CHEP Network / Sydney + IKEA Australia
Client:
IKEA
Title:
BallerCard
Category:
Promotional / Physical Items
Annual ID:
OS23_DE105M
Award:
2023 Design Merit Award
Agency:
BBH / Singapore + LePub / Singapore + Pleid St + The Shoe Surgeon
Client:
Heineken®
Title:
Heinekicks
Category:
Promotional / Physical Items
Annual ID:
OS23_DE106M
Award:
2023 Design Merit Award
Agency:
MUTABOR / Hamburg
Client:
#WeAreAllUkrainians
Title:
Ukraine Supporters Project
Category:
Promotional / Physical Items
Annual ID:
OS23_DE107M
Award:
2023 Design Merit Award
Agency:
Ogilvy UK / London
Client:
Relate
Title:
The Hornicultural Society
Category:
Promotional / Physical Items
Annual ID:
OS23_DE108M
Award:
2023 Design Merit Award
Agency:
Accenture Song Germany / Hamburg + ekn footwear / Frankfurt/Main
Client:
ekn footwear
Title:
Designed in Bangladesh. Made in Europe.
Category:
Promotional / Physical Items
Annual ID:
OS23_DE109M
Award:
2023 Design Merit Award
Agency:
ABBY.WORLD / Stockholm + Swedish Heartchild Foundation / Stockholm
Client:
Swedish Heartchild Foundation
Title:
The Heartbeat Drum Machine
Category:
Promotional / Physical Items
Annual ID:
OS23_DE110M
Award:
2023 Design Merit Award
Agency:
Forsman & Bodenfors / Göteborg + Superstudio / Borås
Client:
Live Nation / Luger
Title:
The Shuffle Ticket
Category:
Promotional / Physical Items
Annual ID:
OS23_DE111M
Award:
2023 Design Merit Award
Agency:
Weber Shandwick / Paris + McCann / Paris + Mediabrand / Paris
Client:
Iberdrola
Title:
Turnstile Turbines
Category:
Promotional / Physical Items
Annual ID:
OS23_DE112M
Award:
2023 Design Merit Award
Agency:
McCann / London + Weber Shandwick / London + Craft / London
Client:
Show Racism The Red Card
Title:
Fabric of England
Category:
Promotional / Physical Items
Annual ID:
OS23_DE113M
Award:
2023 Design Merit Award
Agency:
VMLY&R Commerce Mexico / Mexico City
Client:
AB InBev / Corona
Title:
Jersey Pay
Category:
Promotional / Physical Items
Annual ID:
OS23_DE115M
Award:
2023 Design Merit Award
Agency:
FCB Brasil / São Paulo + FCB Studio / São Paulo
Client:
Isaac Silva/ Casa Neon Cunha
Title:
Visible Mark
Category:
Promotional / Physical Items
Annual ID:
OS23_DE116M
Award:
2023 Design Merit Award
Agency:
draftLine BUE / Buenos Aires + Racing Club + AdverPR + Aeroset
Client:
Racing Club
Title:
Breastfeeding Jersey
Category:
Promotional / Physical Items
Annual ID:
OS23_DE117M
Award:
2023 Design Merit Award
Agency:
Mischief @ No Fixed Address / Brooklyn + Dame + Moxie Communications + I Can Make It Move
Client:
Dame
Title:
Get F*cked by the Government
Category:
Promotional / Physical Items
Annual ID:
OS23_DE118M
Award:
2023 Design Merit Award
Agency:
Ogilvy Spain / Madrid + Hogarth Spain / Madrid
Client:
LaLiga
Title:
LaLiga Kick Off
Category:
Craft / Printing & Paper Craft
Annual ID:
OS23_DE185M
Award:
2023 Design Merit Award
Agency:
St Luke's / London + Team Dole Sunshine Company / Rotterdam + Bompas & Parr / London + Tag Collective Arts / London
Client:
Dole Sunshine Company
Title:
Malnutrition Labels: Nutritional Ink
Category:
Craft / Printing & Paper Craft
Annual ID:
OS23_DE186M
Award:
2023 Design Merit Award
Agency:
Zulu Alpha Kilo + Pfaff Harley-Davidson + Sparks Innovation
Client:
Pfaff Harley-Davidson
Title:
Tough Turban: B2B Packaging
Category:
Craft / Printing & Paper Craft
Annual ID:
OS23_DE187M
Award:
2023 Health & Wellness Merit Award
Agency:
K1000
Client:
TV3 Marató
Title:
When the heart stops
Category:
Branded Content
Annual ID:
OS23_HW036M
Award:
2023 Health & Wellness Merit Award
Agency:
Ogilvy UK / London
Client:
Dove
Title:
Toxic Influence
Category:
Branded Content
Annual ID:
OS23_HW037M
Award:
2023 Health & Wellness Merit Award
Agency:
‿ and us / Dubai + Good People / Cairo + BlackBox / Dubai + Zanad / Cairo
Client:
Anghami
Title:
Sole Music Film
Category:
Branded Content
Annual ID:
OS23_HW038M