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
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Best of Design
SHELLMET
Agency: TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client: Koushi Chemical Industry Co., Ltd. Category: Packaging / Sustainable
Fuzzy Feelings
Agency: TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client: Apple Category: Moving Image / Single
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Craft / Art Direction
Reach for the Summit
Agency: DENTSU INC. / Tokyo
Client: THE HOKKOKU SHIMBUN Category: Craft / Art Direction
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
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Design for Good
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Design for Good
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Promotional / Physical Items
Climate Realism
Agency: Leo Burnett Germany
Client: WWF Germany Category: Data Visualization / Static or Dynamic
Fuzzy Feelings
Agency: TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client: Apple Category: Craft / Animation
MullenLowe Global Rebrand
Agency: MullenLowe U.S. / New York
Client: MullenLowe Global Category: Brand Identity / Rebranding
The Sacred Dirt
Agency: DENTSU INC. / Tokyo
Client: Asahi Television Broadcasting Corporation Category: Posters / Series
The Square Meter
Agency: HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Moving Image / Single
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Craft / Art Direction
This is Your Brain on Food
Agency: Mother / Los Angeles + Postmates + Nexus Studios / London
Client: Postmates Category: Craft / Art Direction
Google Search Playground
Agency: Google / Mountain View + Google Brand Studio / San Francisco
Client: Google Category: Digital 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
MullenLowe Global Rebrand
Agency: MullenLowe U.S. / New York
Client: MullenLowe Global Category: Typography / Typeface 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
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Out of Home / Brand Installations
Sunny Days
Agency: T-Change Design Studio / Nanjing
Client: Lingnan Art Publishing House Category: Editorial / Books
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Packaging / Specialty / Limited Edition
Reach for the Summit
Agency: DENTSU INC. / Tokyo
Client: THE HOKKOKU SHIMBUN Category: Posters / Series
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Packaging / Sustainable
Masahiro Maruyama.com
Agency: Dentsu Digital Inc. / Tokyo + NION / Tokyo
Client: Masahiro Maruyama Category: Craft / Art Direction
The Square Meter
Agency: HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Craft / Art Direction
can do decoded
Agency: SERVICEPLAN GERMANY / Munich
Client: Telefónica Germany / o2 Deutschland Category: Promotional / Booklets, Books & Brochures
School of Tomorrow
Agency: Kinetic Singapore
Client: DesignSingapore Category: Spatial Design / Experiential & Immersive
Renewing a New York Institution
Agency: Wolff Olins
Client: New York Botanical Garden Category: Typography / Typeface Design
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Design for Good
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Design for Good
The First Wheelchair Ballkid
Agency: Eleven/TBWA Sydney + BOLT / Sydney + Mastercard / Sydney
Client: Mastercard Category: Design for Good
Inflation Cookbook
Agency: Dentsu Creative Canada + SkipTheDishes
Client: SkipTheDishes Category: Data Visualization / Static or Dynamic
MullenLowe Global Rebrand
Agency: MullenLowe U.S. / New York
Client: MullenLowe Global Category: Brand Identity / Logo
Chiaki's Journey: Season II
Agency: MullenLowe U.S. / Los Angeles + Acura
Client: Acura Category: Out of Home / Series
WcDonald's
Agency: Wieden+Kennedy / New York + Studio Pierrot / Tokyo + IW Group + Acky Bright
Client: McDonald's Category: Craft / Animation
A Lovely Atmosphere
Agency: Bedow / Stockholm
Client: GBGT Box Category: Craft / Printing & Paper Craft
TableToGo
Agency: Leo Burnett Italy / Milan + OMD / Milan + Fuse / Milan + The Family / Milan
Client: McDonald's Italy Category: Packaging / Specialty / Limited Edition
Android Global Brand Refresh
Agency: R/GA Americas
Client: Google Category: Brand Identity / Rebranding
Orchestra Sinfonica di Milano
Agency: Landor / Milan
Client: Orchestra Sinfonica di Milano Category: Brand Identity / Rebranding
The Black Forest Sneakers
Agency: SAINT ELMO'S GERMANY / Munich
Client: Schwarzwald Tourismus GmbH Category: Brand Partnerships
Orchestra Sinfonica di Milano
Agency: Landor / Milan
Client: Orchestra Sinfonica di Milano Category: Typography / Dynamic / In Motion
Award:
2024 Design Best of Discipline Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Best of Design
Annual ID:
OS24_DE000G
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:
Packaging / Sustainable
Annual ID:
OS24_DE004G
Award:
2024 Design Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client:
Apple
Title:
Fuzzy Feelings
Category:
Moving Image / Single
Annual ID:
OS24_DE007G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Craft / Art Direction
Annual ID:
OS24_DE012G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
THE HOKKOKU SHIMBUN
Title:
Reach for the Summit
Category:
Craft / Art Direction
Annual ID:
OS24_DE013G
Award:
2024 Design Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Typography / Typeface Design
Annual ID:
OS24_DE003G
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 Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Design for Good
Annual ID:
OS24_DE009G
Award:
2024 Design Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Design for Good
Annual ID:
OS24_DE010G
Award:
2024 Design Gold Pencil
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Design for Good
Annual ID:
OS24_DE011G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Promotional / Physical Items
Annual ID:
OS24_DE001G
Award:
2024 Design Gold Pencil
Agency:
Leo Burnett Germany
Client:
WWF Germany
Title:
Climate Realism
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS24_DE005G
Award:
2024 Design Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client:
Apple
Title:
Fuzzy Feelings
Category:
Craft / Animation
Annual ID:
OS24_DE014G
Award:
2024 Design Gold Pencil
Agency:
MullenLowe U.S. / New York
Client:
MullenLowe Global
Title:
MullenLowe Global Rebrand
Category:
Brand Identity / Rebranding
Annual ID:
OS24_DE002G
Award:
2024 Design Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
B2B Communications
Annual ID:
OS24_DE008G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Asahi Television Broadcasting Corporation
Title:
The Sacred Dirt
Category:
Posters / Series
Annual ID:
OS24_DE006G
Award:
2024 Design Silver Pencil
Agency:
HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The Square Meter
Category:
Moving Image / Single
Annual ID:
OS24_DE023S
Award:
2024 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Craft / Art Direction
Annual ID:
OS24_DE024S
Award:
2024 Design Silver Pencil
Agency:
Mother / Los Angeles + Postmates + Nexus Studios / London
Client:
Postmates
Title:
This is Your Brain on Food
Category:
Craft / Art Direction
Annual ID:
OS24_DE025S
Award:
2024 Design Silver Pencil
Agency:
Google / Mountain View + Google Brand Studio / San Francisco
Client:
Google
Title:
Google Search Playground
Category:
Digital Design
Annual ID:
OS24_DE020S
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:
MullenLowe U.S. / New York
Client:
MullenLowe Global
Title:
MullenLowe Global Rebrand
Category:
Typography / Typeface Design
Annual ID:
OS24_DE018S
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 Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Out of Home / Brand Installations
Annual ID:
OS24_DE022S
Award:
2024 Design Silver Pencil
Agency:
T-Change Design Studio / Nanjing
Client:
Lingnan Art Publishing House
Title:
Sunny Days
Category:
Editorial / Books
Annual ID:
OS24_DE017S
Award:
2024 Design Silver Pencil
Agency:
DIVISION / Los Angeles + Apple
Client:
Apple
Title:
Hello Yellow
Category:
Craft / Animation
Annual ID:
OS24_DE026S
Award:
2024 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Packaging / Specialty / Limited Edition
Annual ID:
OS24_DE019S
Award:
2024 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
THE HOKKOKU SHIMBUN
Title:
Reach for the Summit
Category:
Posters / Series
Annual ID:
OS24_DE021S
Award:
2024 Design Bronze Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Packaging / Sustainable
Annual ID:
OS24_DE036B
Award:
2024 Design Bronze Pencil
Agency:
SIX inc. / Tokyo
Client:
TOYOTA MOTOR CORPORATION
Title:
WILD MOMENT
Category:
Craft / Photography
Annual ID:
OS24_DE049B
Award:
2024 Design Bronze Pencil
Agency:
Apple Marcom
Client:
Apple
Title:
Apple Vision Pro
Category:
Craft / Art Direction
Annual ID:
OS24_DE046B
Award:
2024 Design Bronze Pencil
Agency:
Dentsu Digital Inc. / Tokyo + NION / Tokyo
Client:
Masahiro Maruyama
Title:
Masahiro Maruyama.com
Category:
Craft / Art Direction
Annual ID:
OS24_DE047B
Award:
2024 Design Bronze Pencil
Agency:
HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The Square Meter
Category:
Craft / Art Direction
Annual ID:
OS24_DE048B
Award:
2024 Design Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Telefónica Germany / o2 Deutschland
Title:
can do decoded
Category:
Promotional / Booklets, Books & Brochures
Annual ID:
OS24_DE034B
Award:
2024 Design Bronze Pencil
Agency:
Kinetic Singapore
Client:
DesignSingapore
Title:
School of Tomorrow
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS24_DE041B
Award:
2024 Design Bronze Pencil
Agency:
Wolff Olins
Client:
New York Botanical Garden
Title:
Renewing a New York Institution
Category:
Typography / Typeface Design
Annual ID:
OS24_DE032B
Award:
2024 Design Bronze Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Design for Good
Annual ID:
OS24_DE042B
Award:
2024 Design Bronze Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Design for Good
Annual ID:
OS24_DE043B
Award:
2024 Design Bronze Pencil
Agency:
Eleven/TBWA Sydney + BOLT / Sydney + Mastercard / Sydney
Client:
Mastercard
Title:
The First Wheelchair Ballkid
Category:
Design for Good
Annual ID:
OS24_DE044B
Award:
2024 Design Bronze Pencil
Agency:
Dentsu Creative Canada + SkipTheDishes
Client:
SkipTheDishes
Title:
Inflation Cookbook
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS24_DE037B
Award:
2024 Design Bronze Pencil
Agency:
MullenLowe U.S. / New York
Client:
MullenLowe Global
Title:
MullenLowe Global Rebrand
Category:
Brand Identity / Logo
Annual ID:
OS24_DE029B
Award:
2024 Design Bronze Pencil
Agency:
MullenLowe U.S. / Los Angeles + Acura
Client:
Acura
Title:
Chiaki's Journey: Season II
Category:
Out of Home / Series
Annual ID:
OS24_DE040B
Award:
2024 Design Bronze Pencil
Agency:
Wieden+Kennedy / New York + Studio Pierrot / Tokyo + IW Group + Acky Bright
Client:
McDonald's
Title:
WcDonald's
Category:
Craft / Animation
Annual ID:
OS24_DE051B
Award:
2024 Design Bronze Pencil
Agency:
Bedow / Stockholm
Client:
GBGT Box
Title:
A Lovely Atmosphere
Category:
Craft / Printing & Paper Craft
Annual ID:
OS24_DE050B
Award:
2024 Design Bronze Pencil
Agency:
Leo Burnett Italy / Milan + OMD / Milan + Fuse / Milan + The Family / Milan
Client:
McDonald's Italy
Title:
TableToGo
Category:
Packaging / Specialty / Limited Edition
Annual ID:
OS24_DE035B
Award:
2024 Design Bronze Pencil
Agency:
R/GA Americas
Client:
Google
Title:
Android Global Brand Refresh
Category:
Brand Identity / Rebranding
Annual ID:
OS24_DE030B
Award:
2024 Design Bronze Pencil
Agency:
Landor / Milan
Client:
Orchestra Sinfonica di Milano
Title:
Orchestra Sinfonica di Milano
Category:
Brand Identity / Rebranding
Annual ID:
OS24_DE031B
Award:
2024 Design Bronze Pencil
Agency:
SAINT ELMO'S GERMANY / Munich
Client:
Schwarzwald Tourismus GmbH
Title:
The Black Forest Sneakers
Category:
Brand Partnerships
Annual ID:
OS24_DE045B
Award:
2024 Design Bronze Pencil
Agency:
Landor / Milan
Client:
Orchestra Sinfonica di Milano
Title:
Orchestra Sinfonica di Milano
Category:
Typography / Dynamic / In Motion
Annual ID:
OS24_DE033B
