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
Play by the Rules
Agency: VML / Seattle
Client: International Committee of the Red Cross Category: Gaming for Good
Through Their Eyes
Agency: HERO / Melbourne + McCann Melbourne
Client: Maybelline New York Category: Gaming for Good
V-Land
Agency: Dentsu Creative Mexico / Mexico City + Dentsu Creative Italy / Milan + Saba México / Mexico City + GATO / Mexico City
Client: Saba México Category: Gaming for Good
#ChasePlayfulness
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: OREO x PAC-MAN Category: Mobile Gaming
Love Squad
Agency: Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client: Waoo Category: Innovation / Use of Media in Gaming
Capture The Store
Agency: Digitas / London + Saatchi & Saatchi / London + Prodigious / London
Client: EE Category: Streaming and Influencer
Floor is Flava
Agency: Grey New York + Townhouse / New York + GREY Midwest / Cincinnati + Sunshine Sachs Morgan & Lylis / New York
Client: Frank's Red Hot Category: Brand Integration
KFC x Street Fighter
Agency: Courage / Toronto + KFC / Toronto + Wavemaker / Toronto + Narrative / Toronto
Client: KFC Category: Brand Integration
The 18 Million Person Test Drive
Agency: Leo Burnett, Detroit / Troy, MI + Method Studios / Los Angeles, CA + Union Editorial / Los Angeles, CA + Reset / Los Angeles, CA
Client: GMC Category: Brand Integration
Avatars of Hope
Agency: Druid Creative Gaming / São Paulo + Mães da Sé / São Paulo
Client: Mães da Sé Category: Use of Gaming as a Tool
"Jump ’n’ Hear – A Roblox Hearing Game."
Agency: Grabarz & Partner / Hamburg + headraft / Hamburg
Client: audibene / hear.com Category: Use of Gaming as a Tool
Love Squad
Agency: Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client: Waoo Category: Use of Gaming as a Tool
Diablo IV
Agency: 72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client: Blizzard Entertainment Category: Game Marketing
Hell Station
Agency: Cheil Worldwide / Seoul + BMT / Seoul
Client: Blizzard Entertainment Category: Game Marketing
Starfield - Wild Imagination
Agency: AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client: Starfield Category: Game Marketing
Starfield Launch Campaign
Agency: AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client: Starfield Category: Game Marketing
Town Hall for Sale
Agency: DAVID / New York + Supercell / Helsinki
Client: Clash of Clans Category: Game Marketing
Unlocking Merge Mansion
Agency: Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client: Metacore / Merge Mansion Category: Game Marketing
Award:
2024 Gaming Merit Award
Agency:
VML / Seattle
Client:
International Committee of the Red Cross
Title:
Play by the Rules
Category:
Gaming for Good
Annual ID:
OS24_GA034M
Award:
2024 Gaming Merit Award
Agency:
HERO / Melbourne + McCann Melbourne
Client:
Maybelline New York
Title:
Through Their Eyes
Category:
Gaming for Good
Annual ID:
OS24_GA035M
Award:
2024 Gaming Merit Award
Agency:
Dentsu Creative Mexico / Mexico City + Dentsu Creative Italy / Milan + Saba México / Mexico City + GATO / Mexico City
Client:
Saba México
Title:
V-Land
Category:
Gaming for Good
Annual ID:
OS24_GA036M
Award:
2024 Gaming Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
OREO x PAC-MAN
Title:
#ChasePlayfulness
Category:
Mobile Gaming
Annual ID:
OS24_GA021M
Award:
2024 Gaming Merit Award
Agency:
Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client:
Waoo
Title:
Love Squad
Category:
Innovation / Use of Media in Gaming
Annual ID:
OS24_GA037M
Award:
2024 Gaming Merit Award
Agency:
Digitas / London + Saatchi & Saatchi / London + Prodigious / London
Client:
EE
Title:
Capture The Store
Category:
Streaming and Influencer
Annual ID:
OS24_GA022M
Award:
2024 Gaming Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
Mission: Whopper
Category:
Streaming and Influencer
Annual ID:
OS24_GA023M
Award:
2024 Gaming Merit Award
Agency:
Grey New York + Townhouse / New York + GREY Midwest / Cincinnati + Sunshine Sachs Morgan & Lylis / New York
Client:
Frank's Red Hot
Title:
Floor is Flava
Category:
Brand Integration
Annual ID:
OS24_GA018M
Award:
2024 Gaming Merit Award
Agency:
Courage / Toronto + KFC / Toronto + Wavemaker / Toronto + Narrative / Toronto
Client:
KFC
Title:
KFC x Street Fighter
Category:
Brand Integration
Annual ID:
OS24_GA019M
Award:
2024 Gaming Merit Award
Agency:
Leo Burnett, Detroit / Troy, MI + Method Studios / Los Angeles, CA + Union Editorial / Los Angeles, CA + Reset / Los Angeles, CA
Client:
GMC
Title:
The 18 Million Person Test Drive
Category:
Brand Integration
Annual ID:
OS24_GA020M
Award:
2024 Gaming Merit Award
Agency:
Druid Creative Gaming / São Paulo + Mães da Sé / São Paulo
Client:
Mães da Sé
Title:
Avatars of Hope
Category:
Use of Gaming as a Tool
Annual ID:
OS24_GA024M
Award:
2024 Gaming Merit Award
Agency:
Grabarz & Partner / Hamburg + headraft / Hamburg
Client:
audibene / hear.com
Title:
"Jump ’n’ Hear – A Roblox Hearing Game."
Category:
Use of Gaming as a Tool
Annual ID:
OS24_GA025M
Award:
2024 Gaming Merit Award
Agency:
Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client:
Waoo
Title:
Love Squad
Category:
Use of Gaming as a Tool
Annual ID:
OS24_GA026M
Award:
2024 Gaming Merit Award
Agency:
72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client:
Blizzard Entertainment
Title:
Diablo IV
Category:
Game Marketing
Annual ID:
OS24_GA027M
Award:
2024 Gaming Merit Award
Agency:
Cheil Worldwide / Seoul + BMT / Seoul
Client:
Blizzard Entertainment
Title:
Hell Station
Category:
Game Marketing
Annual ID:
OS24_GA028M
Award:
2024 Gaming Merit Award
Agency:
AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client:
Starfield
Title:
Starfield - Wild Imagination
Category:
Game Marketing
Annual ID:
OS24_GA029M
Award:
2024 Gaming Merit Award
Agency:
AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client:
Starfield
Title:
Starfield Launch Campaign
Category:
Game Marketing
Annual ID:
OS24_GA030M
Award:
2024 Gaming Merit Award
Agency:
R/GA APAC
Client:
PONOS Battle Cats
Title:
The OutCats
Category:
Game Marketing
Annual ID:
OS24_GA031M
Award:
2024 Gaming Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Clash of Clans
Title:
Town Hall for Sale
Category:
Game Marketing
Annual ID:
OS24_GA032M