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
TableToGo
Agency: Leo Burnett Italy / Milan + OMD / Milan + Fuse / Milan + The Family / Milan
Client: McDonald's Italy Category: Experiential / Brand Installations
Vi Human Network Testing Network
Agency: Ogilvy India / Mumbai
Client: Vodafone Idea Ltd. Category: Brand Partnerships
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Innovation / New Ideas in Direct Marketing
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Innovation / New Ideas in Direct Marketing
#TURNYOURBACK
Agency: Ogilvy / London + DAVID / Madrid + Unilever / London + Mindshare / London
Client: Dove Category: Digital & Online / Websites & Mobile
Extinction Days
Agency: &Co. / NoA / Copenhagen + NoA Ignite / Copenhagen + Bold Scandinavia NoA / Copenhagen
Client: WWF Denmark Category: Digital & Online / Websites & Mobile
Inflation Cookbook
Agency: Dentsu Creative Canada + SkipTheDishes
Client: SkipTheDishes Category: Digital & Online / Websites & Mobile
PROMOS DE BARRIO
Agency: DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client: AB InBev / Cerveza Poker Category: Digital & Online / Websites & Mobile
Annoying Ads
Agency: Leo Burnett Germany
Client: Samsung Electronics Category: Non-traditional & Guerrilla Marketing
Cashback For Your Jersey's Back
Agency: FCB Brasil / São Paulo + Flash / São Paulo + Shuffle Audio / São Paulo + FCB Studio / São Paulo
Client: Flash Category: Non-traditional & Guerrilla Marketing
"Charles III – The Burger King"
Agency: Grabarz & Partner / Hamburg
Client: Burger King Category: Non-traditional & Guerrilla Marketing
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Non-traditional & Guerrilla Marketing
Rights against the Right
Agency: Jung von Matt AG / Hamburg
Client: Laut gegen Nazis e.V. Category: Non-traditional & Guerrilla Marketing
Rob it to get it
Agency: BETC Paris + GUM / Paris + Soldats / Paris
Client: Distance Category: Non-traditional & Guerrilla Marketing
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Non-traditional & Guerrilla Marketing
The Drive Thru School
Agency: Leo Burnett Dubai / Dubai + McDonald's UAE / Dubai
Client: McDonald's UAE Category: Non-traditional & Guerrilla Marketing
The Forgotten Team
Agency: Dentsu Creative Portugal / Lisbon
Client: MEO Category: Non-traditional & Guerrilla Marketing
The Liver Check
Agency: Publicis Worldwide Poland / Warsaw + PHD / Warsaw + MSL / Warsaw
Client: Sanofi Category: Non-traditional & Guerrilla Marketing
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Non-traditional & Guerrilla Marketing
A Million Logos
Agency: Ogilvy Malaysia + Verticurl + Wavemaker APAC / Singapore + G.O.A.T Singapore / Singapore
Client: Colgate Category: Integrated / Omnichannel Campaign
Bar Experience
Agency: LePub / Milan + LePub / Amsterdam + Boomerang / Amsterdam + Publicis Ireland / Dublin
Client: Heineken Category: Integrated / Omnichannel Campaign
Battle of the Baddest - Integrated
Agency: Droga5 / New York + Park Pictures / New York City + Unit9 / London + Accenture Song / New York
Client: General Entertainment Authority Category: Integrated / Omnichannel Campaign
Maaate
Agency: Ogilvy UK / London
Client: Mayor of London Category: Integrated / Omnichannel Campaign
Visit Sweden (not Switzerland)
Agency: Forsman & Bodenfors / Sweden + Bleck Film / Stockholm + Mindshare / Stockholm
Client: Visit Sweden Category: Integrated / Omnichannel Campaign
Mission: Whopper
Agency: DAVID / São Paulo
Client: Burger King Category: Experiential / Virtual Events
13 Minutes: National Delay Day
Agency: McCann / Prague + Hero & Outlaw / Prague
Client: Czech Insurance Association Category: Experiential / In-Person Events
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Experiential / In-Person Events
UNOFFICIAL GOALS
Agency: DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client: AB InBev / Cerveza Aguila Category: Experiential / In-Person Events
iPager
Agency: DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client: Android Category: Physical Items
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Physical Items
The Tax Free Bagel
Agency: GUT / Miami + Philadelphia Cream Cheese The Kraft Heinz Company / Chicago + Street Factory Media / Minneapolis + Zeno / Chicago
Client: Philadelphia Cream Cheese - The Kraft Heinz Company Category: Physical Items
I See Coke
Agency: VML / New York + VML / Dubai
Client: Coca-Cola Category: Use of Smart Devices & Voice Assistants
Super Goat
Agency: 72andSunny / New York + Paramount+ + Final Cut + Love Song
Client: CBS Interactive Inc. | Paramount+ Category: Targeted Video / Online
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Out of Home / Billboards & Transit
Georgina's Billboard Collection
Agency: DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client: Netflix Category: Out of Home / Billboards & Transit
Lupin on the Move
Agency: DAVID / Madrid + Netflix / Paris
Client: Netflix Category: Out of Home / Billboards & Transit
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Innovation / Use of Media in Direct Marketing
IKEA SKIP ADS THAT SAVE TIME
Agency: Leo Burnett India / Mumbai + IKEA
Client: IKEA Category: Innovation / Use of Media in Direct Marketing
#FindTheKetchupBoatGuy
Agency: The Kitchen North America / Toronto + Kraft Heinz / Chicago + Publicis 57 / Chicago + Zeno Group / Chicago
Client: Kraft Heinz Category: Social Media Post / Single
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Craft / Art Direction
Rumble
Agency: Droga5 / New York + Accenture Song / New York + Park Pictures / New York City + 750mph / London
Client: General Entertainment Authority Category: Craft / Art Direction
Long COVID Mode
Agency: SAINT ELMO'S GERMANY / Munich + SERVICEPLAN GERMANY / Munich
Client: Long COVID Europe Category: Digital & Online / Gaming
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Direct Marketing for Good
Certified Care
Agency: Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client: SC Johnson / Raid Category: Direct Marketing for Good
Climate Doctor's Certificate
Agency: CHEP Network / Melbourne
Client: School Strikes 4 Climate Category: Direct Marketing for Good
Corona Extra Lime
Agency: Draft-Line / China + DAVID / Bogotá + Macarena & Co / Bogotá + DAVID / New York
Client: AB InBev / Corona Category: Direct Marketing for Good
Driving While Black
Agency: Goodby Silverstein & Partners / San Francisco + Critical Mass / Calgary + The Mill / Los Angeles
Client: Courageous Conversation Global Foundation Category: Direct Marketing for Good
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett Italy / Milan + OMD / Milan + Fuse / Milan + The Family / Milan
Client:
McDonald's Italy
Title:
TableToGo
Category:
Experiential / Brand Installations
Annual ID:
OS24_DM059M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy Honduras
Client:
Regal Springs
Title:
Heaven Fish
Category:
B2B Communications
Annual ID:
OS24_DM097M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy India / Mumbai
Client:
Vodafone Idea Ltd.
Title:
Vi Human Network Testing Network
Category:
Brand Partnerships
Annual ID:
OS24_DM117M
Award:
2024 Direct Marketing Merit Award
Agency:
Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client:
DoorDash
Title:
DOORDASH-ALL-THE-ADS
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS24_DM122M
Award:
2024 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi Ukraine / Kyiv
Client:
Kernel + Ministry of Foreign Affairs of Ukraine
Title:
The Minefields Honey Project
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS24_DM123M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy / London + DAVID / Madrid + Unilever / London + Mindshare / London
Client:
Dove
Title:
#TURNYOURBACK
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM066M
Award:
2024 Direct Marketing Merit Award
Agency:
&Co. / NoA / Copenhagen + NoA Ignite / Copenhagen + Bold Scandinavia NoA / Copenhagen
Client:
WWF Denmark
Title:
Extinction Days
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM067M
Award:
2024 Direct Marketing Merit Award
Agency:
Dentsu Creative Canada + SkipTheDishes
Client:
SkipTheDishes
Title:
Inflation Cookbook
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM068M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / Bogotá + Draf-Line / Bogotá + Zenith / Bogotá + Tonka films / Bogotá
Client:
AB InBev / Cerveza Poker
Title:
PROMOS DE BARRIO
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM069M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett Germany
Client:
Samsung Electronics
Title:
Annoying Ads
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM074M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB Brasil / São Paulo + Flash / São Paulo + Shuffle Audio / São Paulo + FCB Studio / São Paulo
Client:
Flash
Title:
Cashback For Your Jersey's Back
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM075M
Award:
2024 Direct Marketing Merit Award
Agency:
Grabarz & Partner / Hamburg
Client:
Burger King
Title:
"Charles III – The Burger King"
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM076M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM077M
Award:
2024 Direct Marketing Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
Laut gegen Nazis e.V.
Title:
Rights against the Right
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM078M
Award:
2024 Direct Marketing Merit Award
Agency:
BETC Paris + GUM / Paris + Soldats / Paris
Client:
Distance
Title:
Rob it to get it
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM079M
Award:
2024 Direct Marketing Merit Award
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM080M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett Dubai / Dubai + McDonald's UAE / Dubai
Client:
McDonald's UAE
Title:
The Drive Thru School
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM081M
Award:
2024 Direct Marketing Merit Award
Agency:
Dentsu Creative Portugal / Lisbon
Client:
MEO
Title:
The Forgotten Team
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM082M
Award:
2024 Direct Marketing Merit Award
Agency:
Publicis Worldwide Poland / Warsaw + PHD / Warsaw + MSL / Warsaw
Client:
Sanofi
Title:
The Liver Check
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM083M
Award:
2024 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi Ukraine / Kyiv
Client:
Kernel + Ministry of Foreign Affairs of Ukraine
Title:
The Minefields Honey Project
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM084M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy Malaysia + Verticurl + Wavemaker APAC / Singapore + G.O.A.T Singapore / Singapore
Client:
Colgate
Title:
A Million Logos
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM085M
Award:
2024 Direct Marketing Merit Award
Agency:
LePub / Milan + LePub / Amsterdam + Boomerang / Amsterdam + Publicis Ireland / Dublin
Client:
Heineken
Title:
Bar Experience
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM086M
Award:
2024 Direct Marketing Merit Award
Agency:
Droga5 / New York + Park Pictures / New York City + Unit9 / London + Accenture Song / New York
Client:
General Entertainment Authority
Title:
Battle of the Baddest - Integrated
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM087M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Mayor of London
Title:
Maaate
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM088M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM089M
Award:
2024 Direct Marketing Merit Award
Agency:
Forsman & Bodenfors / Sweden + Bleck Film / Stockholm + Mindshare / Stockholm
Client:
Visit Sweden
Title:
Visit Sweden (not Switzerland)
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM090M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
Mission: Whopper
Category:
Experiential / Virtual Events
Annual ID:
OS24_DM063M
Award:
2024 Direct Marketing Merit Award
Agency:
McCann / Prague + Hero & Outlaw / Prague
Client:
Czech Insurance Association
Title:
13 Minutes: National Delay Day
Category:
Experiential / In-Person Events
Annual ID:
OS24_DM060M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client:
Adidas
Title:
Runner 321
Category:
Experiential / In-Person Events
Annual ID:
OS24_DM061M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client:
AB InBev / Cerveza Aguila
Title:
UNOFFICIAL GOALS
Category:
Experiential / In-Person Events
Annual ID:
OS24_DM062M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client:
Android
Title:
iPager
Category:
Physical Items
Annual ID:
OS24_DM051M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client:
Adidas
Title:
Runner 321
Category:
Physical Items
Annual ID:
OS24_DM052M
Award:
2024 Direct Marketing Merit Award
Agency:
GUT / Miami + Philadelphia Cream Cheese The Kraft Heinz Company / Chicago + Street Factory Media / Minneapolis + Zeno / Chicago
Client:
Philadelphia Cream Cheese - The Kraft Heinz Company
Title:
The Tax Free Bagel
Category:
Physical Items
Annual ID:
OS24_DM053M
Award:
2024 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo + D2L
Client:
D2L
Title:
Unstandardized Desk
Category:
Physical Items
Annual ID:
OS24_DM054M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS24_DM073M
Award:
2024 Direct Marketing Merit Award
Agency:
72andSunny / New York + Paramount+ + Final Cut + Love Song
Client:
CBS Interactive Inc. | Paramount+
Title:
Super Goat
Category:
Targeted Video / Online
Annual ID:
OS24_DM058M
Award:
2024 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Out of Home / Billboards & Transit
Annual ID:
OS24_DM055M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client:
Netflix
Title:
Georgina's Billboard Collection
Category:
Out of Home / Billboards & Transit
Annual ID:
OS24_DM056M
Award:
2024 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Netflix / Paris
Client:
Netflix
Title:
Lupin on the Move
Category:
Out of Home / Billboards & Transit
Annual ID:
OS24_DM057M
Award:
2024 Direct Marketing Merit Award
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS24_DM124M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + IKEA
Client:
IKEA
Title:
IKEA SKIP ADS THAT SAVE TIME
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS24_DM125M
Award:
2024 Direct Marketing Merit Award
Agency:
The Kitchen North America / Toronto + Kraft Heinz / Chicago + Publicis 57 / Chicago + Zeno Group / Chicago
Client:
Kraft Heinz
Title:
#FindTheKetchupBoatGuy
Category:
Social Media Post / Single
Annual ID:
OS24_DM072M
Award:
2024 Direct Marketing Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Craft / Art Direction
Annual ID:
OS24_DM118M
Award:
2024 Direct Marketing Merit Award
Agency:
Droga5 / New York + Accenture Song / New York + Park Pictures / New York City + 750mph / London
Client:
General Entertainment Authority
Title:
Rumble
Category:
Craft / Art Direction
Annual ID:
OS24_DM119M
Award:
2024 Direct Marketing Merit Award
Agency:
SAINT ELMO'S GERMANY / Munich + SERVICEPLAN GERMANY / Munich
Client:
Long COVID Europe
Title:
Long COVID Mode
Category:
Digital & Online / Gaming
Annual ID:
OS24_DM071M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Direct Marketing for Good
Annual ID:
OS24_DM098M
Award:
2024 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client:
SC Johnson / Raid
Title:
Certified Care
Category:
Direct Marketing for Good
Annual ID:
OS24_DM099M
Award:
2024 Direct Marketing Merit Award
Agency:
CHEP Network / Melbourne
Client:
School Strikes 4 Climate
Title:
Climate Doctor's Certificate
Category:
Direct Marketing for Good
Annual ID:
OS24_DM100M
Award:
2024 Direct Marketing Merit Award
Agency:
Draft-Line / China + DAVID / Bogotá + Macarena & Co / Bogotá + DAVID / New York
Client:
AB InBev / Corona
Title:
Corona Extra Lime
Category:
Direct Marketing for Good
Annual ID:
OS24_DM101M
Award:
2024 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Critical Mass / Calgary + The Mill / Los Angeles
Client:
Courageous Conversation Global Foundation
Title:
Driving While Black
Category:
Direct Marketing for Good
Annual ID:
OS24_DM102M
