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
The Blind Spot
Agency: Ogilvy South Africa / Cape Town + Run Jump Fly + Thingking
Client: Volkswagen South Africa Category: Experiential / Brand Installations
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Brand Partnerships
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Out of Home / P.O.P. & In-Store
Michael CeraVe
Agency: Ogilvy PR / New York
Client: CeraVe Category: Non-traditional & Guerrilla Marketing
BABY SCAN
Agency: adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client: MARMITE Category: Targeted Video / Online
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Direct Marketing
Bread of the Nation
Agency: Ogilvy South Africa / Cape Town + M-Sports Marketing Communication + LittleBig + FPL Audio
Client: AB InBev Category: Direct Marketing for Good
Passive Cooking
Agency: LePub / Milan + MSL / Milan + Cabinaa / Milan + Robilant Associati / Milan
Client: Barilla Category: Direct Marketing for Good
Prêt à Voter
Agency: Publicis Conseil / Paris
Client: Solar Impulse Category: Direct Marketing for Good
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Direct Marketing for Good
Where To Settle
Agency: McCann Poland + McCann New York
Client: Mastercard Category: Direct Marketing for Good
Coors Lights Out
Agency: Rethink / Toronto + Coors Light + Molson Coors Beverage Company
Client: Coors Light Category: Product Packaging
Heinz Ketchup and Seemingly Ranch
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Product Packaging
UNOFFICIAL GOALS
Agency: DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client: AB InBev / Cerveza Aguila Category: Commerce
Award:
2024 Direct Marketing Silver Pencil
Agency:
Ogilvy South Africa / Cape Town + Run Jump Fly + Thingking
Client:
Volkswagen South Africa
Title:
The Blind Spot
Category:
Experiential / Brand Installations
Annual ID:
OS24_DM016S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Brand Partnerships
Annual ID:
OS24_DM026S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS24_DM014S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM017S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM018S
Award:
2024 Direct Marketing Silver Pencil
Agency:
adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client:
MARMITE
Title:
BABY SCAN
Category:
Targeted Video / Online
Annual ID:
OS24_DM015S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS24_DM028S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Craft / Art Direction
Annual ID:
OS24_DM027S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Ogilvy South Africa / Cape Town + M-Sports Marketing Communication + LittleBig + FPL Audio
Client:
AB InBev
Title:
Bread of the Nation
Category:
Direct Marketing for Good
Annual ID:
OS24_DM021S
Award:
2024 Direct Marketing Silver Pencil
Agency:
LePub / Milan + MSL / Milan + Cabinaa / Milan + Robilant Associati / Milan
Client:
Barilla
Title:
Passive Cooking
Category:
Direct Marketing for Good
Annual ID:
OS24_DM022S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Publicis Conseil / Paris
Client:
Solar Impulse
Title:
Prêt à Voter
Category:
Direct Marketing for Good
Annual ID:
OS24_DM023S
Award:
2024 Direct Marketing Silver Pencil
Agency:
FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client:
Adidas
Title:
Runner 321
Category:
Direct Marketing for Good
Annual ID:
OS24_DM024S
Award:
2024 Direct Marketing Silver Pencil
Agency:
McCann Poland + McCann New York
Client:
Mastercard
Title:
Where To Settle
Category:
Direct Marketing for Good
Annual ID:
OS24_DM025S
Award:
2024 Direct Marketing Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Product Packaging
Annual ID:
OS24_DM011S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Rethink / Toronto + Coors Light + Molson Coors Beverage Company
Client:
Coors Light
Title:
Coors Lights Out
Category:
Product Packaging
Annual ID:
OS24_DM012S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Ketchup and Seemingly Ranch
Category:
Product Packaging
Annual ID:
OS24_DM013S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Publicis Conseil / Paris
Client:
Renault
Title:
Plug-Inn
Category:
Commerce
Annual ID:
OS24_DM019S