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
Filter
Award
Agency
Client
Title
Category
Annual ID
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Innovation / Execution in Technology
BABY SCAN
Agency: adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client: MARMITE Category: Technology as a Creative Tool
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Technology as a Creative Tool
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Technology as a Creative Tool
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Creative Use of Data
The Greatest Guide to Jochos & Burgers
Agency: Vector B McCann / Mexico City + Performance Art / Toronto
Client: Grupo Bimbo Category: Creative Use of Data
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Chasing Light
Agency: Grand Crew / Brooklyn, NY + Sunday Afternoon / New York + Cross Cut Pictures / New York
Client: Chinatown Partnership Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Sewer Delivery
Agency: GSD&M / Austin, TX + Tool of North America / Santa Monica, CA + Makeout / Brooklyn, NY
Client: Pizza Hut Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
PROMOS DE BARRIO
Agency: DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client: AB InBev / Cerveza Poker Category: Commerce
RomCommerce
Agency: Fallon + Digitas + Publicis NY + the community + Contender
Client: Walmart Category: Commerce
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Technology for Good
Guarded Bus Stop
Agency: AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client: Eletromidia Category: Technology for Good
Laika 13
Agency: Stendahls / Gothenburg
Client: Länsförsäkringar Göteborg och Bohuslän Category: Technology for Good
The Invincibles
Agency: TBWA\Media Arts Lab / Los Angeles + TRAFIK + BeGrizzlee + Serial Pictures
Client: Apple Category: Technology for Good
bAIgrapher
Agency: Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Lado / São Paulo + WideLabs / Porto Alegre
Client: UFCSPA Category: Use of AI / Writing
DOWN-LESS DOWN JACKET
Agency: Droga5 Tokyo part of Accenture Song / Tokyo + Sumitomo Metal Mining Co., Ltd. / Tokyo
Client: Sumitomo Metal Mining Co., Ltd. / SOLAMENT Category: Innovation / New Ideas in Technology
Rewilding Mode
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + Giants & Toys / Stockholm
Client: Husqvarna Category: Innovation / New Ideas in Technology
Unfear
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client: Samsung Category: Innovation / New Ideas in Technology
4Dish Pot
Agency: GIGIL / Manila + Black Noise Machine (BNM Philippines) / Makati + Netflix / Makati
Client: Netflix Category: Experiential / In-person
PORTRAY: Fellowes Experience and Design Center
Agency: Showroom Experiential / Boston
Client: Fellowes Category: Experiential / In-person
ProPILOT MOP
Agency: TBWA\HAKUHODO Inc. / Tokyo + Birdman Inc. / Tokyo + K.K.H.U / Tokyo + TYO Inc. / Tokyo
Client: Nissan Motor Co., Ltd. Category: Experiential / In-person
A Million Logos
Agency: Ogilvy Malaysia + Verticurl + Wavemaker APAC / Singapore + G.O.A.T Singapore / Singapore
Client: Colgate Category: Use of AI / Visuals
Hello Christmas
Agency: The Monkeys, part of Accenture Song / Sydney + OMD Create Media Placement: OMD & OMD Create / Sydney + Herd MSL Production: OMD Create, Fullstop AI, Exit / Sydney
Client: Telstra Category: Use of AI / Other
Award:
2024 Creative Use of Technology Merit Award
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Innovation / Execution in Technology
Annual ID:
OS24_CT053M
Award:
2024 Creative Use of Technology Merit Award
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT054M
Award:
2024 Creative Use of Technology Merit Award
Agency:
adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client:
MARMITE
Title:
BABY SCAN
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT028M
Award:
2024 Creative Use of Technology Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT029M
Award:
2024 Creative Use of Technology Merit Award
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT030M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Buzzman / Paris
Client:
CELIO
Title:
THE MOST NORMAL SHOOT
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT031M
Award:
2024 Creative Use of Technology Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Creative Use of Data
Annual ID:
OS24_CT038M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Leo Burnett Germany
Client:
WWF Germany
Title:
Climate Realism
Category:
Creative Use of Data
Annual ID:
OS24_CT039M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Publicis Conseil / Paris
Client:
Renault
Title:
Plug-Inn
Category:
Creative Use of Data
Annual ID:
OS24_CT040M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Vector B McCann / Mexico City + Performance Art / Toronto
Client:
Grupo Bimbo
Title:
The Greatest Guide to Jochos & Burgers
Category:
Creative Use of Data
Annual ID:
OS24_CT041M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS24_CT035M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Grand Crew / Brooklyn, NY + Sunday Afternoon / New York + Cross Cut Pictures / New York
Client:
Chinatown Partnership
Title:
Chasing Light
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS24_CT036M
Award:
2024 Creative Use of Technology Merit Award
Agency:
GSD&M / Austin, TX + Tool of North America / Santa Monica, CA + Makeout / Brooklyn, NY
Client:
Pizza Hut
Title:
Sewer Delivery
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS24_CT037M
Award:
2024 Creative Use of Technology Merit Award
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Commerce
Annual ID:
OS24_CT047M
Award:
2024 Creative Use of Technology Merit Award
Agency:
DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client:
AB InBev / Cerveza Poker
Title:
PROMOS DE BARRIO
Category:
Commerce
Annual ID:
OS24_CT048M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Fallon + Digitas + Publicis NY + the community + Contender
Client:
Walmart
Title:
RomCommerce
Category:
Commerce
Annual ID:
OS24_CT049M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Technology for Good
Annual ID:
OS24_CT042M
Award:
2024 Creative Use of Technology Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME ULTRA™
Category:
Technology for Good
Annual ID:
OS24_CT043M
Award:
2024 Creative Use of Technology Merit Award
Agency:
AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client:
Eletromidia
Title:
Guarded Bus Stop
Category:
Technology for Good
Annual ID:
OS24_CT044M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Stendahls / Gothenburg
Client:
Länsförsäkringar Göteborg och Bohuslän
Title:
Laika 13
Category:
Technology for Good
Annual ID:
OS24_CT045M
Award:
2024 Creative Use of Technology Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + TRAFIK + BeGrizzlee + Serial Pictures
Client:
Apple
Title:
The Invincibles
Category:
Technology for Good
Annual ID:
OS24_CT046M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Lado / São Paulo + WideLabs / Porto Alegre
Client:
UFCSPA
Title:
bAIgrapher
Category:
Use of AI / Writing
Annual ID:
OS24_CT025M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Droga5 Tokyo part of Accenture Song / Tokyo + Sumitomo Metal Mining Co., Ltd. / Tokyo
Client:
Sumitomo Metal Mining Co., Ltd. / SOLAMENT
Title:
DOWN-LESS DOWN JACKET
Category:
Innovation / New Ideas in Technology
Annual ID:
OS24_CT050M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + Giants & Toys / Stockholm
Client:
Husqvarna
Title:
Rewilding Mode
Category:
Innovation / New Ideas in Technology
Annual ID:
OS24_CT051M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client:
Samsung
Title:
Unfear
Category:
Innovation / New Ideas in Technology
Annual ID:
OS24_CT052M
Award:
2024 Creative Use of Technology Merit Award
Agency:
GIGIL / Manila + Black Noise Machine (BNM Philippines) / Makati + Netflix / Makati
Client:
Netflix
Title:
4Dish Pot
Category:
Experiential / In-person
Annual ID:
OS24_CT032M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Showroom Experiential / Boston
Client:
Fellowes
Title:
PORTRAY: Fellowes Experience and Design Center
Category:
Experiential / In-person
Annual ID:
OS24_CT033M
Award:
2024 Creative Use of Technology Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + Birdman Inc. / Tokyo + K.K.H.U / Tokyo + TYO Inc. / Tokyo
Client:
Nissan Motor Co., Ltd.
Title:
ProPILOT MOP
Category:
Experiential / In-person
Annual ID:
OS24_CT034M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Ogilvy Malaysia + Verticurl + Wavemaker APAC / Singapore + G.O.A.T Singapore / Singapore
Client:
Colgate
Title:
A Million Logos
Category:
Use of AI / Visuals
Annual ID:
OS24_CT026M