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
ADLaM
Agency: McCann New York + Microsoft
Client: Microsoft Category: Innovation / New Ideas in Design
SHELLMET
Agency: TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client: Koushi Chemical Industry Co., Ltd. Category: Innovation / New Ideas in Design
IBM Quantum System Two
Agency: IBM / Yorktown Heights + Map Project Office / London + Universal Design Studio / London + Goppion Technology / Milano
Client: IBM Category: Innovation / Execution in Design
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / New Ideas in Design
Adoptable Playlist
Agency: BBDO / New York
Client: PEDIGREE Category: Innovation / Use of Media in Design
Georgina's Billboard Collection
Agency: DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client: Netflix Category: Innovation / Use of Media in Design
Splash Spots
Agency: Zulu Alpha Kilo + Street Lab
Client: Street Labs Category: Innovation / Execution in Design
Maqroo
Agency: Leo Burnett Dubai / Dubai + Omantel / Oman
Client: Omantel Category: Innovation / New Ideas in Design
Splash Spots
Agency: Zulu Alpha Kilo + Street Lab
Client: Street Labs Category: Innovation / New Ideas in Design
The First Wheelchair Ballkid
Agency: Eleven/TBWA Sydney + BOLT / Sydney + Mastercard / Sydney
Client: Mastercard Category: Innovation / New Ideas in Design
Award:
2024 Design Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE015G
Award:
2024 Design Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client:
Koushi Chemical Industry Co., Ltd.
Title:
SHELLMET
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE016G
Award:
2024 Design Silver Pencil
Agency:
IBM / Yorktown Heights + Map Project Office / London + Universal Design Studio / London + Goppion Technology / Milano
Client:
IBM
Title:
IBM Quantum System Two
Category:
Innovation / Execution in Design
Annual ID:
OS24_DE028S
Award:
2024 Design Silver Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE027S
Award:
2024 Design Merit Award
Agency:
BBDO / New York
Client:
PEDIGREE
Title:
Adoptable Playlist
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE162M
Award:
2024 Design Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client:
Netflix
Title:
Georgina's Billboard Collection
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE163M
Award:
2024 Design Merit Award
Agency:
BBDO / New York
Client:
WhatsApp
Title:
Privacy Swap
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE164M
Award:
2024 Design Merit Award
Agency:
Zulu Alpha Kilo + Street Lab
Client:
Street Labs
Title:
Splash Spots
Category:
Innovation / Execution in Design
Annual ID:
OS24_DE161M
Award:
2024 Design Merit Award
Agency:
Leo Burnett Dubai / Dubai + Omantel / Oman
Client:
Omantel
Title:
Maqroo
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE157M
Award:
2024 Design Merit Award
Agency:
Zulu Alpha Kilo + Street Lab
Client:
Street Labs
Title:
Splash Spots
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE158M