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
Guarded Bus Stop
Agency: AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client: Eletromidia Category: Direct Marketing for Good
Hear My Last Wish
Agency: Leo Burnett Taiwan / Taipei + Fugu Fish Creations / Taipei + Starcom Taiwan / Taipei + Digitas Taiwan / Taipei
Client: Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center Category: Direct Marketing for Good
Lay's Smart Farm
Agency: Leo Burnett India / Mumbai + PepsiCo India + CropIn
Client: Lay's India Category: Direct Marketing for Good
Real Virtual Beauty
Agency: LOLA-MULLENLOWE S.L.U / Madrid + Passion Pictures + Unlisted
Client: Dove Category: Direct Marketing for Good
Shift 20 Initiative
Agency: Special Australia + Dylan Alcott Foundation
Client: Dylan Alcott Foundation Category: Direct Marketing for Good
Silver Pride
Agency: BETC Paris + GUM / Paris + General Pop / Paris
Client: Misterb&b Category: Direct Marketing for Good
The Brake Room
Agency: McCann New York + Chick-fil-A
Client: Chick-fil-A Category: Direct Marketing for Good
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Direct Marketing for Good
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Direct Marketing for Good
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Direct Marketing for Good
The Smart Legacy
Agency: el taier DDB centro / Guatemala
Client: IF THEN inc. Category: Direct Marketing for Good
Tip Time
Agency: VML / Riyadh + Hungerstation / Riyadh
Client: Hungerstation Category: Direct Marketing for Good
Waiting to Live
Agency: VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client: NHS Blood & Transplant Category: Direct Marketing for Good
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Experiential / Customer Experience / CX
The Drive Thru School
Agency: Leo Burnett Dubai / Dubai + McDonald's UAE / Dubai
Client: McDonald's UAE Category: Experiential / Customer Experience / CX
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Digital & Online / Banners & Pop-ups
H150 Anniversary
Agency: LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client: Heineken Category: Commerce
Rob it to get it
Agency: BETC Paris + GUM / Paris + Soldats / Paris
Client: Distance Category: Commerce
Smart Plants
Agency: McCann London + McCann Health London, an IPG Health Company / London + Craft London + Weber Shandwick / London
Client: Plant Drop Category: Commerce
The Art of Hack
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid
Client: Samsung Spain Category: Commerce
Yes, Couch!
Agency: Mojo Supermarket + Creative X, Meta + Facebook
Client: Facebook Category: Commerce
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Craft / Data-Driven Personalization
Inflation Cookbook
Agency: Dentsu Creative Canada + SkipTheDishes
Client: SkipTheDishes Category: Craft / Data-Driven Personalization
Award:
2024 Direct Marketing Merit Award
Agency:
AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client:
Eletromidia
Title:
Guarded Bus Stop
Category:
Direct Marketing for Good
Annual ID:
OS24_DM103M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett Taiwan / Taipei + Fugu Fish Creations / Taipei + Starcom Taiwan / Taipei + Digitas Taiwan / Taipei
Client:
Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
Title:
Hear My Last Wish
Category:
Direct Marketing for Good
Annual ID:
OS24_DM104M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + PepsiCo India + CropIn
Client:
Lay's India
Title:
Lay's Smart Farm
Category:
Direct Marketing for Good
Annual ID:
OS24_DM105M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Mayor of London
Title:
Maaate
Category:
Direct Marketing for Good
Annual ID:
OS24_DM106M
Award:
2024 Direct Marketing Merit Award
Agency:
LOLA-MULLENLOWE S.L.U / Madrid + Passion Pictures + Unlisted
Client:
Dove
Title:
Real Virtual Beauty
Category:
Direct Marketing for Good
Annual ID:
OS24_DM107M
Award:
2024 Direct Marketing Merit Award
Agency:
Special Australia + Dylan Alcott Foundation
Client:
Dylan Alcott Foundation
Title:
Shift 20 Initiative
Category:
Direct Marketing for Good
Annual ID:
OS24_DM108M
Award:
2024 Direct Marketing Merit Award
Agency:
BETC Paris + GUM / Paris + General Pop / Paris
Client:
Misterb&b
Title:
Silver Pride
Category:
Direct Marketing for Good
Annual ID:
OS24_DM109M
Award:
2024 Direct Marketing Merit Award
Agency:
McCann New York + Chick-fil-A
Client:
Chick-fil-A
Title:
The Brake Room
Category:
Direct Marketing for Good
Annual ID:
OS24_DM110M
Award:
2024 Direct Marketing Merit Award
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Direct Marketing for Good
Annual ID:
OS24_DM111M
Award:
2024 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Direct Marketing for Good
Annual ID:
OS24_DM112M
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:
Direct Marketing for Good
Annual ID:
OS24_DM113M
Award:
2024 Direct Marketing Merit Award
Agency:
el taier DDB centro / Guatemala
Client:
IF THEN inc.
Title:
The Smart Legacy
Category:
Direct Marketing for Good
Annual ID:
OS24_DM114M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / Riyadh + Hungerstation / Riyadh
Client:
Hungerstation
Title:
Tip Time
Category:
Direct Marketing for Good
Annual ID:
OS24_DM115M
Award:
2024 Direct Marketing Merit Award
Agency:
VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client:
NHS Blood & Transplant
Title:
Waiting to Live
Category:
Direct Marketing for Good
Annual ID:
OS24_DM116M
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:
Experiential / Customer Experience / CX
Annual ID:
OS24_DM064M
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:
Experiential / Customer Experience / CX
Annual ID:
OS24_DM065M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS24_DM070M
Award:
2024 Direct Marketing Merit Award
Agency:
LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client:
Heineken
Title:
H150 Anniversary
Category:
Commerce
Annual ID:
OS24_DM091M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Commerce
Annual ID:
OS24_DM092M
Award:
2024 Direct Marketing Merit Award
Agency:
BETC Paris + GUM / Paris + Soldats / Paris
Client:
Distance
Title:
Rob it to get it
Category:
Commerce
Annual ID:
OS24_DM093M
Award:
2024 Direct Marketing Merit Award
Agency:
McCann London + McCann Health London, an IPG Health Company / London + Craft London + Weber Shandwick / London
Client:
Plant Drop
Title:
Smart Plants
Category:
Commerce
Annual ID:
OS24_DM094M
Award:
2024 Direct Marketing Merit Award
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid
Client:
Samsung Spain
Title:
The Art of Hack
Category:
Commerce
Annual ID:
OS24_DM095M
Award:
2024 Direct Marketing Merit Award
Agency:
Mojo Supermarket + Creative X, Meta + Facebook
Client:
Facebook
Title:
Yes, Couch!
Category:
Commerce
Annual ID:
OS24_DM096M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Craft / Data-Driven Personalization
Annual ID:
OS24_DM120M