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
H150 Anniversary
Agency: LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client: Heineken Category: Best of Direct Marketing
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Brand Partnerships
Where To Settle
Agency: McCann Poland + McCann New York
Client: Mastercard Category: Digital & Online / Websites & Mobile
H150 Anniversary
Agency: LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client: Heineken Category: Integrated / Omnichannel Campaign
Heinz Ketchup Fraud
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Integrated / Omnichannel Campaign
Michael CeraVe
Agency: Ogilvy PR / New York
Client: CeraVe Category: Integrated / Omnichannel Campaign
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Craft / Art Direction
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Product Packaging
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
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
Award:
2024 Direct Marketing Best of Discipline Pencil
Agency:
LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client:
Heineken
Title:
H150 Anniversary
Category:
Best of Direct Marketing
Annual ID:
OS24_DM000G
Award:
2024 Direct Marketing Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
B2B Communications
Annual ID:
OS24_DM008G
Award:
2024 Direct Marketing Gold Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Social Media Post / Series
Annual ID:
OS24_DM004G
Award:
2024 Direct Marketing Gold 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:
Brand Partnerships
Annual ID:
OS24_DM009G
Award:
2024 Direct Marketing Gold Pencil
Agency:
McCann Poland + McCann New York
Client:
Mastercard
Title:
Where To Settle
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS24_DM003G
Award:
2024 Direct Marketing Gold Pencil
Agency:
LePub / Milan + Boomerang / Amsterdam + Prettybird / London + MassiveMusic / Amsterdam
Client:
Heineken
Title:
H150 Anniversary
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM001G
Award:
2024 Direct Marketing Gold Pencil
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Ketchup Fraud
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM005G
Award:
2024 Direct Marketing Gold Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM006G
Award:
2024 Direct Marketing Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
AIZOME
Title:
AIZOME WASTECARE™
Category:
Craft / Art Direction
Annual ID:
OS24_DM010G
Award:
2024 Direct Marketing Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Product Packaging
Annual ID:
OS24_DM002G
Award:
2024 Direct Marketing Gold Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Commerce
Annual ID:
OS24_DM007G
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
Award:
2024 Direct Marketing Silver Pencil
Agency:
DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client:
AB InBev / Cerveza Aguila
Title:
UNOFFICIAL GOALS
Category:
Commerce
Annual ID:
OS24_DM020S
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
