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
Dogs Without Borders
Agency: VML / New York + VML / Madrid + VML / São Paulo
Client: SFBO (Sociedade Franco Brasileira de Oncología) Category: Multicultural Impact
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Popular Culture Impact
Where To Settle
Agency: McCann Poland + McCann New York
Client: Mastercard Category: Multicultural Impact
#OPTINK
Agency: McCann Paris / Neuilly-sur-Seine + McCann Germany / Frankfurt + Weber Shandwick / Berlin
Client: JUNGE HELDEN e.V. Category: Popular Culture Impact
Shift 20 Initiative
Agency: Special Australia + Dylan Alcott Foundation
Client: Dylan Alcott Foundation Category: Popular Culture Impact
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Content at the Speed of Culture
The Brake Room
Agency: McCann New York + Chick-fil-A
Client: Chick-fil-A Category: Multicultural Impact
Grimace's Birthday
Agency: Wieden+Kennedy / New York
Client: McDonald's Category: Popular Culture Impact
#TURNYOURBACK
Agency: Ogilvy / London + DAVID / Madrid + Unilever / London + Mindshare / London
Client: Dove Category: Content at the Speed of Culture
Coors Lights Out
Agency: Rethink / Toronto + Coors Light + Molson Coors Beverage Company
Client: Coors Light Category: Content at the Speed of Culture
Heinz Ketchup and Seemingly Ranch
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Content at the Speed of Culture
On With the Show
Agency: Apple Marcom + Biscuit Filmworks
Client: Apple Category: Content at the Speed of Culture
Recycled Ads
Agency: TBWA\ Hunt Lascaris / Johannesburg + Giant Films / Cape Town + Strangelove / Cape Town + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Content at the Speed of Culture
The Congregation
Agency: Klick Health / Toronto + Halley Sound / São Paulo
Client: podHER Category: Content at the Speed of Culture
Trafficking Incorporated
Agency: Åkestam Holst NoA / Stockholm
Client: Talita Category: Content at the Speed of Culture
Certified Care
Agency: Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client: SC Johnson / Raid Category: Multicultural Impact
ProtecTasbih
Agency: Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client: SAUDIA Category: Multicultural Impact
Short Life Stories
Agency: Bensimon Byrne / Toronto
Client: White Ribbon Category: Multicultural Impact
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Multicultural Impact
The Female Field
Agency: Havas Middle East / Dubai + Adidas / Dubai
Client: adidas Category: Multicultural Impact
Corona Extra Lime
Agency: DAVID / Bogotá + Draft-Line / China + Macarena & Co / Bogotá + DAVID / New York
Client: AB InBev / Corona Category: Popular Culture Impact
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Popular Culture Impact
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: Popular Culture Impact
iPager
Agency: DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client: Android Category: Popular Culture Impact
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Popular Culture Impact
Mom's Bed
Agency: Leo Burnett Korea / Seoul + TOAST Production / Seoul + Starcom Korea / Seoul + MSL Korea / Seoul
Client: McDonald's Category: Popular Culture Impact
Shot on iPhone | Little Garlic | Chinese New Year
Agency: TBWA\Media Arts Lab / Los Angeles + The Mill + TRAFIK + RadicalMedia
Client: Apple Category: Popular Culture Impact
Yellow Canteen
Agency: INNOCEAN Indonesia / Jakarta
Client: Dulux (ICI Paints Indonesia) Category: Popular Culture Impact
Award:
2024 Cultural Driver Best of Discipline Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Best of Cultural Driver
Annual ID:
OS24_CD000G
Award:
2024 Cultural Driver Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Multicultural Impact
Annual ID:
OS24_CD001G
Award:
2024 Cultural Driver Gold Pencil
Agency:
VML / New York + VML / Madrid + VML / São Paulo
Client:
SFBO (Sociedade Franco Brasileira de Oncología)
Title:
Dogs Without Borders
Category:
Multicultural Impact
Annual ID:
OS24_CD004G
Award:
2024 Cultural Driver Gold Pencil
Agency:
Ogilvy Honduras
Client:
Regal Springs
Title:
Heaven Fish
Category:
Popular Culture Impact
Annual ID:
OS24_CD002G
Award:
2024 Cultural Driver Gold Pencil
Agency:
FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client:
Adidas
Title:
Runner 321
Category:
Popular Culture Impact
Annual ID:
OS24_CD003G
Award:
2024 Cultural Driver Silver Pencil
Agency:
McCann Poland + McCann New York
Client:
Mastercard
Title:
Where To Settle
Category:
Multicultural Impact
Annual ID:
OS24_CD007S
Award:
2024 Cultural Driver Silver Pencil
Agency:
McCann Paris / Neuilly-sur-Seine + McCann Germany / Frankfurt + Weber Shandwick / Berlin
Client:
JUNGE HELDEN e.V.
Title:
#OPTINK
Category:
Popular Culture Impact
Annual ID:
OS24_CD005S
Award:
2024 Cultural Driver Silver Pencil
Agency:
Special Australia + Dylan Alcott Foundation
Client:
Dylan Alcott Foundation
Title:
Shift 20 Initiative
Category:
Popular Culture Impact
Annual ID:
OS24_CD006S
Award:
2024 Cultural Driver Bronze Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD010B
Award:
2024 Cultural Driver Bronze Pencil
Agency:
McCann New York + Chick-fil-A
Client:
Chick-fil-A
Title:
The Brake Room
Category:
Multicultural Impact
Annual ID:
OS24_CD009B
Award:
2024 Cultural Driver Bronze Pencil
Agency:
Wieden+Kennedy / New York
Client:
McDonald's
Title:
Grimace's Birthday
Category:
Popular Culture Impact
Annual ID:
OS24_CD008B
Award:
2024 Cultural Driver Merit Award
Agency:
Ogilvy / London + DAVID / Madrid + Unilever / London + Mindshare / London
Client:
Dove
Title:
#TURNYOURBACK
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD028M
Award:
2024 Cultural Driver Merit Award
Agency:
Rethink / Toronto + Coors Light + Molson Coors Beverage Company
Client:
Coors Light
Title:
Coors Lights Out
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD029M
Award:
2024 Cultural Driver Merit Award
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Ketchup and Seemingly Ranch
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD030M
Award:
2024 Cultural Driver Merit Award
Agency:
Apple Marcom + Biscuit Filmworks
Client:
Apple
Title:
On With the Show
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD031M
Award:
2024 Cultural Driver Merit Award
Agency:
TBWA\ Hunt Lascaris / Johannesburg + Giant Films / Cape Town + Strangelove / Cape Town + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Recycled Ads
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD032M
Award:
2024 Cultural Driver Merit Award
Agency:
Klick Health / Toronto + Halley Sound / São Paulo
Client:
podHER
Title:
The Congregation
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD033M
Award:
2024 Cultural Driver Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Talita
Title:
Trafficking Incorporated
Category:
Content at the Speed of Culture
Annual ID:
OS24_CD034M
Award:
2024 Cultural Driver Merit Award
Agency:
Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client:
SC Johnson / Raid
Title:
Certified Care
Category:
Multicultural Impact
Annual ID:
OS24_CD021M
Award:
2024 Cultural Driver Merit Award
Agency:
Scholz & Friends
Client:
McDonald’s
Title:
Happy Ramadan
Category:
Multicultural Impact
Annual ID:
OS24_CD022M
Award:
2024 Cultural Driver Merit Award
Agency:
VML Canada
Client:
Egale Canada
Title:
Pride Unravelled
Category:
Multicultural Impact
Annual ID:
OS24_CD023M
Award:
2024 Cultural Driver Merit Award
Agency:
Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client:
SAUDIA
Title:
ProtecTasbih
Category:
Multicultural Impact
Annual ID:
OS24_CD024M
Award:
2024 Cultural Driver Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
Short Life Stories
Category:
Multicultural Impact
Annual ID:
OS24_CD025M
Award:
2024 Cultural Driver Merit Award
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Multicultural Impact
Annual ID:
OS24_CD026M
Award:
2024 Cultural Driver Merit Award
Agency:
Havas Middle East / Dubai + Adidas / Dubai
Client:
adidas
Title:
The Female Field
Category:
Multicultural Impact
Annual ID:
OS24_CD027M
Award:
2024 Cultural Driver Merit Award
Agency:
DAVID / Bogotá + Draft-Line / China + Macarena & Co / Bogotá + DAVID / New York
Client:
AB InBev / Corona
Title:
Corona Extra Lime
Category:
Popular Culture Impact
Annual ID:
OS24_CD011M
Award:
2024 Cultural Driver Merit Award
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Popular Culture Impact
Annual ID:
OS24_CD012M
Award:
2024 Cultural Driver Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
Popular Culture Impact
Annual ID:
OS24_CD013M
Award:
2024 Cultural Driver Merit Award
Agency:
DAVID / Miami + Masters & Savant / Blairgowrie + Baby Lion Media / Redondo Beach + Marmoset / Portland
Client:
Android
Title:
iPager
Category:
Popular Culture Impact
Annual ID:
OS24_CD014M
Award:
2024 Cultural Driver Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Popular Culture Impact
Annual ID:
OS24_CD015M
Award:
2024 Cultural Driver Merit Award
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Popular Culture Impact
Annual ID:
OS24_CD016M
Award:
2024 Cultural Driver Merit Award
Agency:
Leo Burnett Korea / Seoul + TOAST Production / Seoul + Starcom Korea / Seoul + MSL Korea / Seoul
Client:
McDonald's
Title:
Mom's Bed
Category:
Popular Culture Impact
Annual ID:
OS24_CD017M
Award:
2024 Cultural Driver Merit Award
Agency:
DDB Group Italy / Milan
Client:
IKEA
Title:
Sakerhet
Category:
Popular Culture Impact
Annual ID:
OS24_CD018M
Award:
2024 Cultural Driver Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + The Mill + TRAFIK + RadicalMedia
Client:
Apple
Title:
Shot on iPhone | Little Garlic | Chinese New Year
Category:
Popular Culture Impact
Annual ID:
OS24_CD019M