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
ADLaM
Agency: McCann New York + Microsoft
Client: Microsoft Category: Best of Creative Use of Technology
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Execution in Technology
WoMen's football
Agency: Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client: Orange Category: Technology as a Creative Tool
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Innovation / Use of Media in Technology
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Creative Use of Data
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Technology for Good
Rewilding Mode
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + Giants & Toys / Stockholm
Client: Husqvarna Category: Technology for Good
WoMen's football
Agency: Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client: Orange Category: Technology for Good
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Technology
PROMOS DE BARRIO
Agency: DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client: AB InBev / Cerveza Poker Category: Technology as a Creative Tool
The Invincibles
Agency: TBWA\Media Arts Lab / Los Angeles + TRAFIK + BeGrizzlee + Serial Pictures
Client: Apple Category: Technology as a Creative Tool
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Technology for Good
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Innovation / New Ideas in Technology
A Rip In Reality
Agency: BBDO / New York + Kaleida + Method Studios / New York
Client: Meta Category: Experiential / In-person
The Greatest Guide to Jochos & Burgers
Agency: Vector B McCann / Mexico City + Performance Art / Toronto
Client: Grupo Bimbo Category: Use of AI / Visuals
Love Squad
Agency: Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client: Waoo Category: Experiential / Virtual
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
Award:
2024 Creative Use of Technology Best of Discipline Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Best of Creative Use of Technology
Annual ID:
OS24_CT000G
Award:
2024 Creative Use of Technology Gold Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Execution in Technology
Annual ID:
OS24_CT003G
Award:
2024 Creative Use of Technology Gold Pencil
Agency:
Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client:
Orange
Title:
WoMen's football
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT002G
Award:
2024 Creative Use of Technology Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Technology for Good
Annual ID:
OS24_CT001G
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT012S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT005S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Creative Use of Data
Annual ID:
OS24_CT006S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Commerce
Annual ID:
OS24_CT010S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Commerce
Annual ID:
OS24_CT011S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Technology for Good
Annual ID:
OS24_CT007S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + Giants & Toys / Stockholm
Client:
Husqvarna
Title:
Rewilding Mode
Category:
Technology for Good
Annual ID:
OS24_CT008S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client:
Orange
Title:
WoMen's football
Category:
Technology for Good
Annual ID:
OS24_CT009S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
Energy BBDO / São Paulo
Client:
Unilever
Title:
Album of the Future
Category:
Use of AI / Visuals
Annual ID:
OS24_CT004S
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT024B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client:
AB InBev / Cerveza Poker
Title:
PROMOS DE BARRIO
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT015B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + TRAFIK + BeGrizzlee + Serial Pictures
Client:
Apple
Title:
The Invincibles
Category:
Technology as a Creative Tool
Annual ID:
OS24_CT016B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Commerce
Annual ID:
OS24_CT022B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_CT019B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Energy BBDO / São Paulo
Client:
Unilever
Title:
Album of the Future
Category:
Technology for Good
Annual ID:
OS24_CT020B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Technology for Good
Annual ID:
OS24_CT021B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Innovation / New Ideas in Technology
Annual ID:
OS24_CT023B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
BBDO / New York + Kaleida + Method Studios / New York
Client:
Meta
Title:
A Rip In Reality
Category:
Experiential / In-person
Annual ID:
OS24_CT017B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Leo Burnett Germany
Client:
WWF Germany
Title:
Climate Realism
Category:
Use of AI / Visuals
Annual ID:
OS24_CT013B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Vector B McCann / Mexico City + Performance Art / Toronto
Client:
Grupo Bimbo
Title:
The Greatest Guide to Jochos & Burgers
Category:
Use of AI / Visuals
Annual ID:
OS24_CT014B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client:
Waoo
Title:
Love Squad
Category:
Experiential / Virtual
Annual ID:
OS24_CT018B
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
