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
Lights. Camera. Wendy.
Agency: VML / Kansas City + Psyop / Los Angeles + Ketchum / Chicago
Client: Wendy’s Category: Social Channel / Single Platform
The Hot Resignation
Agency: TBWA\Health Collective + Snyder
Client: TBWA\Health Collective Category: Social Channel / Single Platform
THE UNNOTICEABLE WHOPPER
Agency: Buzzman / Paris
Client: BURGER KING FRANCE Category: Social Channel / Single Platform
Jake Social
Agency: State Farm / Bloomington, IL + TMA
Client: State Farm Category: Social Channel / Multi-Platform
Move over Rugby Lads, Guinness is for Everyone Now
Agency: Born Social / London, UK + Guinness
Client: Guinness Category: Social Channel / Multi-Platform
Original Copies
Agency: Publicis Middle East / Dubai
Client: Jeep Category: Influencer Marketing / Single Channel
Will it Schnitzel?
Agency: Jung von Matt AG / Hamburg + Jung von Matt DONAU / Vienna + WienTourismus / Vienna
Client: WienTourismus Category: Influencer Marketing / Single Channel
Fake Moss
Agency: McCann Manchester / Macclesfield + CRAFT Manchester / Macclesfield
Client: Aldi UK Category: Stunts & Activations
Heinz Ketchup and Seemingly Ranch
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Stunts & Activations
HVRxHVR
Agency: FCB / Chicago + Hidden Valley Ranch / Central Point + 456 Studios / Chicago
Client: Hidden Valley Ranch Category: Stunts & Activations
iPager
Agency: DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client: Android Category: Stunts & Activations
Pizza Refill
Agency: Leo Burnett / Toronto + Diamond Marketing / Toronto + Edelman / Toronto + Wavemaker / Toronto
Client: Pizza Hut Canada Category: Stunts & Activations
Rob it to get it
Agency: BETC Paris + GUM / Paris + Soldats / Paris
Client: Distance Category: Stunts & Activations
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Stunts & Activations
The Sneaky Endorsement
Agency: Sid Lee / Montreal + IGA (Sobeys) / Montréal
Client: IGA (Sobeys) Category: Stunts & Activations
The Social Swap
Agency: Edelman / London + Publicis Italy | LePub / Rome
Client: Heineken® Category: Stunts & Activations
The Tax Free Bagel
Agency: GUT / Miami + Philadelphia Cream Cheese The Kraft Heinz Company / Chicago + Street Factory Media / Minneapolis + Zeno / Chicago
Client: Philadelphia Cream Cheese - The Kraft Heinz Company Category: Stunts & Activations
#vote16
Agency: HeimatTBWA / Berlin + votesixteen e.V.
Client: votesixteen e.V. Category: Active Engagement / Call to Action
Cashback For Your Jersey's Back
Agency: FCB Brasil / São Paulo + Flash / São Paulo + Shuffle Audio / São Paulo + FCB Studio / São Paulo
Client: Flash Category: Active Engagement / Call to Action
H.A.N.S. - The Hateful Audio Notification Service
Agency: Philipp und Keuntje / Hamburg + fischerAppelt, relations / Hamburg + www.cake.work / Berlin
Client: Laut gegen Nazis Category: Active Engagement / Call to Action
Lights. Camera. Wendy.
Agency: VML / Kansas City + Psyop / Los Angeles + Ketchum / Chicago
Client: Wendy’s Category: Active Engagement / Call to Action
Mayo McHack
Agency: Edelman / London
Client: Hellmann's Category: Active Engagement / Call to Action
Taylor Swift Puzzle
Agency: Spotify In-House / New York
Client: Spotify Category: Active Engagement / Call to Action
THE TRUE ID CARD
Agency: Buzzman / Paris + THE + Big Productions
Client: NYX PROFESSIONAL MAKEUP Category: Active Engagement / Call to Action
#BatardDonneur
Agency: WE ARE SOCIAL / Paris
Client: Bâtard magazine Category: User-Generated Content (UGC)
DIRECTED BY TIKTOK
Agency: HEREZIE / Paris + PRIME VIDEO / Paris
Client: PRIME VIDEO Category: User-Generated Content (UGC)
Mission: Whopper
Agency: DAVID / São Paulo
Client: Burger King Category: User-Generated Content (UGC)
OLD BAY Goldfish - Turning Heartbreak Into a Hit
Agency: Saatchi & Saatchi + Campbell Snacks + Spark Foundry + Zeno Group
Client: Goldfish Category: User-Generated Content (UGC)
The Cost of Beauty
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: User-Generated Content (UGC)
Award:
2024 Social Media Merit Award
Agency:
VML / Kansas City + Psyop / Los Angeles + Ketchum / Chicago
Client:
Wendy’s
Title:
Lights. Camera. Wendy.
Category:
Social Channel / Single Platform
Annual ID:
OS24_SM044M
Award:
2024 Social Media Merit Award
Agency:
TBWA\Health Collective + Snyder
Client:
TBWA\Health Collective
Title:
The Hot Resignation
Category:
Social Channel / Single Platform
Annual ID:
OS24_SM045M
Award:
2024 Social Media Merit Award
Agency:
Buzzman / Paris
Client:
BURGER KING FRANCE
Title:
THE UNNOTICEABLE WHOPPER
Category:
Social Channel / Single Platform
Annual ID:
OS24_SM046M
Award:
2024 Social Media Merit Award
Agency:
State Farm / Bloomington, IL + TMA
Client:
State Farm
Title:
Jake Social
Category:
Social Channel / Multi-Platform
Annual ID:
OS24_SM047M
Award:
2024 Social Media Merit Award
Agency:
Born Social / London, UK + Guinness
Client:
Guinness
Title:
Move over Rugby Lads, Guinness is for Everyone Now
Category:
Social Channel / Multi-Platform
Annual ID:
OS24_SM048M
Award:
2024 Social Media Merit Award
Agency:
Publicis Middle East / Dubai
Client:
Jeep
Title:
Original Copies
Category:
Influencer Marketing / Single Channel
Annual ID:
OS24_SM093M
Award:
2024 Social Media Merit Award
Agency:
Jung von Matt AG / Hamburg + Jung von Matt DONAU / Vienna + WienTourismus / Vienna
Client:
WienTourismus
Title:
Will it Schnitzel?
Category:
Influencer Marketing / Single Channel
Annual ID:
OS24_SM094M
Award:
2024 Social Media Merit Award
Agency:
McCann Manchester / Macclesfield + CRAFT Manchester / Macclesfield
Client:
Aldi UK
Title:
Fake Moss
Category:
Stunts & Activations
Annual ID:
OS24_SM082M
Award:
2024 Social Media Merit Award
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Ketchup and Seemingly Ranch
Category:
Stunts & Activations
Annual ID:
OS24_SM083M
Award:
2024 Social Media Merit Award
Agency:
FCB / Chicago + Hidden Valley Ranch / Central Point + 456 Studios / Chicago
Client:
Hidden Valley Ranch
Title:
HVRxHVR
Category:
Stunts & Activations
Annual ID:
OS24_SM084M
Award:
2024 Social Media Merit Award
Agency:
DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client:
Android
Title:
iPager
Category:
Stunts & Activations
Annual ID:
OS24_SM085M
Award:
2024 Social Media Merit Award
Agency:
Leo Burnett / Toronto + Diamond Marketing / Toronto + Edelman / Toronto + Wavemaker / Toronto
Client:
Pizza Hut Canada
Title:
Pizza Refill
Category:
Stunts & Activations
Annual ID:
OS24_SM086M
Award:
2024 Social Media Merit Award
Agency:
BETC Paris + GUM / Paris + Soldats / Paris
Client:
Distance
Title:
Rob it to get it
Category:
Stunts & Activations
Annual ID:
OS24_SM087M
Award:
2024 Social Media Merit Award
Agency:
FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client:
Adidas
Title:
Runner 321
Category:
Stunts & Activations
Annual ID:
OS24_SM088M
Award:
2024 Social Media Merit Award
Agency:
Sid Lee / Montreal + IGA (Sobeys) / Montréal
Client:
IGA (Sobeys)
Title:
The Sneaky Endorsement
Category:
Stunts & Activations
Annual ID:
OS24_SM089M
Award:
2024 Social Media Merit Award
Agency:
Edelman / London + Publicis Italy | LePub / Rome
Client:
Heineken®
Title:
The Social Swap
Category:
Stunts & Activations
Annual ID:
OS24_SM090M
Award:
2024 Social Media Merit Award
Agency:
GUT / Miami + Philadelphia Cream Cheese The Kraft Heinz Company / Chicago + Street Factory Media / Minneapolis + Zeno / Chicago
Client:
Philadelphia Cream Cheese - The Kraft Heinz Company
Title:
The Tax Free Bagel
Category:
Stunts & Activations
Annual ID:
OS24_SM091M
Award:
2024 Social Media Merit Award
Agency:
Atlantic New York
Client:
Blockbuster
Title:
'Til The Bitter End
Category:
Stunts & Activations
Annual ID:
OS24_SM092M
Award:
2024 Social Media Merit Award
Agency:
HeimatTBWA / Berlin + votesixteen e.V.
Client:
votesixteen e.V.
Title:
#vote16
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM075M
Award:
2024 Social Media Merit Award
Agency:
FCB Brasil / São Paulo + Flash / São Paulo + Shuffle Audio / São Paulo + FCB Studio / São Paulo
Client:
Flash
Title:
Cashback For Your Jersey's Back
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM076M
Award:
2024 Social Media Merit Award
Agency:
Philipp und Keuntje / Hamburg + fischerAppelt, relations / Hamburg + www.cake.work / Berlin
Client:
Laut gegen Nazis
Title:
H.A.N.S. - The Hateful Audio Notification Service
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM077M
Award:
2024 Social Media Merit Award
Agency:
VML / Kansas City + Psyop / Los Angeles + Ketchum / Chicago
Client:
Wendy’s
Title:
Lights. Camera. Wendy.
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM078M
Award:
2024 Social Media Merit Award
Agency:
Edelman / London
Client:
Hellmann's
Title:
Mayo McHack
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM079M
Award:
2024 Social Media Merit Award
Agency:
Spotify In-House / New York
Client:
Spotify
Title:
Taylor Swift Puzzle
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM080M
Award:
2024 Social Media Merit Award
Agency:
Buzzman / Paris + THE + Big Productions
Client:
NYX PROFESSIONAL MAKEUP
Title:
THE TRUE ID CARD
Category:
Active Engagement / Call to Action
Annual ID:
OS24_SM081M
Award:
2024 Social Media Merit Award
Agency:
WE ARE SOCIAL / Paris
Client:
Bâtard magazine
Title:
#BatardDonneur
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM070M
Award:
2024 Social Media Merit Award
Agency:
HEREZIE / Paris + PRIME VIDEO / Paris
Client:
PRIME VIDEO
Title:
DIRECTED BY TIKTOK
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM071M
Award:
2024 Social Media Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
Mission: Whopper
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM072M
Award:
2024 Social Media Merit Award
Agency:
Saatchi & Saatchi + Campbell Snacks + Spark Foundry + Zeno Group
Client:
Goldfish
Title:
OLD BAY Goldfish - Turning Heartbreak Into a Hit
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM073M