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
Aid Aisle
Agency: Dentsu Creative Aotearoa / Auckland + FreshChoice / Auckland + Riot Design / Auckland
Client: FreshChoice Category: Experiential / Brand Installations
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Digital & Online / Websites & Mobile
Plug-Inn
Agency: Publicis Conseil / Paris
Client: Renault Category: Digital & Online / Websites & Mobile
BABY SCAN
Agency: adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client: MARMITE Category: Non-traditional & Guerrilla Marketing
Mayo McHack
Agency: Edelman / London
Client: Hellmann's Category: Non-traditional & Guerrilla Marketing
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Non-traditional & Guerrilla Marketing
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Integrated / Omnichannel Campaign
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Integrated / Omnichannel Campaign
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 Events
Betis Test
Agency: VML / Madrid + Hogarth Worldwide / Madrid, Spain
Client: Betis Football Club Category: Physical Items
ProtecTasbih
Agency: Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client: SAUDIA Category: Physical Items
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Direct Marketing for Good
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Direct Marketing for Good
The Forgotten Team
Agency: Dentsu Creative Portugal / Lisbon
Client: MEO Category: Direct Marketing for Good
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Craft / Printing / Production
Self Love Bouquet
Agency: GUT / Los Angeles + Superette, the Creative Studio at DoorDash / San Francisco
Client: DoorDash Category: Commerce
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Dentsu Creative Aotearoa / Auckland + FreshChoice / Auckland + Riot Design / Auckland
Client:
FreshChoice
Title:
Aid Aisle
Category:
Experiential / Brand Installations
Annual ID:
OS24_DM032B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM034B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Publicis Conseil / Paris
Client:
Renault
Title:
Plug-Inn
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM035B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS24_DM050B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
adam&eveDDB / London + King Henry Studios / London + Absolute Post / London + Biscuit Filmworks / London
Client:
MARMITE
Title:
BABY SCAN
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM037B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Edelman / London
Client:
Hellmann's
Title:
Mayo McHack
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM038B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM039B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client:
DoorDash
Title:
DOORDASH-ALL-THE-ADS
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM040B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM041B
Award:
2024 Direct Marketing Bronze Pencil
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 Events
Annual ID:
OS24_DM033B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML / Madrid + Hogarth Worldwide / Madrid, Spain
Client:
Betis Football Club
Title:
Betis Test
Category:
Physical Items
Annual ID:
OS24_DM029B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Publicis Conseil / Paris
Client:
Solar Impulse
Title:
Prêt à Voter
Category:
Physical Items
Annual ID:
OS24_DM030B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client:
SAUDIA
Title:
ProtecTasbih
Category:
Physical Items
Annual ID:
OS24_DM031B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
Mission: Whopper
Category:
Digital & Online / Gaming
Annual ID:
OS24_DM036B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Direct Marketing for Good
Annual ID:
OS24_DM045B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Ogilvy Honduras
Client:
Regal Springs
Title:
Heaven Fish
Category:
Direct Marketing for Good
Annual ID:
OS24_DM046B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Direct Marketing for Good
Annual ID:
OS24_DM047B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Dentsu Creative Portugal / Lisbon
Client:
MEO
Title:
The Forgotten Team
Category:
Direct Marketing for Good
Annual ID:
OS24_DM048B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Craft / Printing / Production
Annual ID:
OS24_DM049B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Commerce
Annual ID:
OS24_DM042B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Commerce
Annual ID:
OS24_DM043B