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
Google Search Playground
Agency: Google / Mountain View + Google Brand Studio / San Francisco
Client: Google Category: Craft / Art Direction
Huracán Ramírez vs. La Piñata Enchilada
Agency: TBWA\Media Arts Lab / Los Angeles + The Lift + TRAFIK
Client: Apple Category: Craft / Art Direction
Shot on iPhone | Little Garlic | Chinese New Year
Agency: TBWA\Media Arts Lab / Los Angeles + The Mill + TRAFIK + RadicalMedia
Client: Apple Category: Craft / Art Direction
VIDEO VINYL
Agency: Ogilvy Singapore / Singapore
Client: The Coca-Cola Company / Coke Studio Category: Craft / Art Direction
UNOFFICIAL GOALS
Agency: DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client: AB InBev / Cerveza Aguila Category: Commerce
Doritos® All Dressed NPCs
Agency: BBDO Canada / Toronto + PepsiCo Canada / Toronto
Client: PepsiCo Canada Category: Games / Gaming
Google Search Playground
Agency: Google / Mountain View + Google Brand Studio / San Francisco
Client: Google Category: Games / Gaming
Unlocking Merge Mansion
Agency: Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client: Metacore / Merge Mansion Category: Games / Gaming
Ford x Sydney Sweeney
Agency: Wieden+Kennedy / New York + Artemis Strategies + Ford + Dickies
Client: Ford Category: Brand Partnerships
HVRxHVR
Agency: FCB / Chicago + Hidden Valley Ranch / Central Point + 456 Studios / Chicago
Client: Hidden Valley Ranch Category: Brand Partnerships
THE NAME CONFUSION
Agency: Republica Havas / Miami
Client: FIGHT AGAINST ALZHEIMER’S ASSOCIATION (A.LM.A.) - RACING CLUB SOCCER TEAM Category: Brand Partnerships
WoMen's football
Agency: Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client: Orange Category: Brand Partnerships
You can buy a media
Agency: Havas Gurisa / Montevideo + Cienfuegos / Montevideo + Plus / Miami + Poncho Films / Montevideo
Client: Loterías y Quinielas del Uruguay Category: Brand Partnerships
Let´s Change the Story
Agency: Grey Argentina / Buenos Aires + Ninch / Buenos Aires + The Movement by Landia / Buenos Aires
Client: LALCEC Category: Experiential / In-Person Events
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Experiential / Brand Installations
Ontario Racing Unfiltered
Agency: VML Canada
Client: Ontario Lottery and Gaming Corporation & Ontario Racing Category: Long Form Video / Series / Episodic
Reinvention of Music Videos
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Long Form Video / Series / Episodic
The Santa Stories
Agency: VML UK / London + VML / New York + The Coca-Cola Company + Prettybird
Client: Coca-Cola Category: Long Form Video / Series / Episodic
The Stories That Killed Us
Agency: LANDIA / Mexico City + Propuesta Cívica A.C. / Mexico City
Client: Propuesta Cívica A.C. Category: Long Form Video / Series / Episodic
We Were Here
Agency: Uncommon Creative Studio / London + Lief / London + Uncommon Creative Studio / London
Client: YouTube Category: Long Form Video / Series / Episodic
Best Friends
Agency: Uber One + O Positive + Mother
Client: Uber One Category: Long Form Video / Single
Holiday to Remember
Agency: Commonwealth//McCann / Detroit
Client: Chevrolet Category: Long Form Video / Single
Huracán Ramírez vs. La Piñata Enchilada
Agency: TBWA\Media Arts Lab / Los Angeles + The Lift + TRAFIK
Client: Apple Category: Long Form Video / Single
My Parent is a Tiktoker
Agency: BBDO / Bangkok + Sound Space / Bangkok + Suneta House / Bangkok
Client: CPF Restaurant and Foods Chain Co.,Ltd. / Five Star Category: Long Form Video / Single
Solo: There's Magic in All of Us
Agency: Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client: Montefiore Einstein Category: Long Form Video / Single
Frequencies of Peace
Agency: FP7 McCann Dubai + Initiative Media Middle East FZ LLC / Dubai + Marketiers / London + DejaVu / Beirut
Client: Babyshop Category: Audio
Play It Safe
Agency: The Monkeys, part of Accenture Song / Sydney + MassiveMusic / Sydney + ARC EDIT / Sydney + Revolver + Somesuch
Client: Sydney Opera House Category: Audio
Bunnies from the Past
Agency: Accenture Song Brand Denmark A/S / Copenhagen + Playground / Copenhagen + OMD / Copenhagen
Client: Metro Category: Experiential / Hybrid Events
Project Humanity
Agency: DENTSU INC. / Tokyo
Client: WITH ALS Category: Experiential / Hybrid Events
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Branded Entertainment for Good
Fighting to remember
Agency: McCann Tel-Aviv
Client: Zikaron Basalon Category: Branded Entertainment for Good
Paper Right
Agency: The Martin Agency + TIAA + Hero Collective + Heads Music/J Sharpe Agency
Client: TIAA Category: Branded Entertainment for Good
Short Life Stories
Agency: Bensimon Byrne / Toronto
Client: White Ribbon Category: Branded Entertainment for Good
The Stories That Killed Us
Agency: LANDIA / Mexico City + Propuesta Cívica A.C. / Mexico City
Client: Propuesta Cívica A.C. Category: Branded Entertainment for Good
Twiggy Full Circle
Agency: EssenceMediacom / New York, NY + eBay / San José + Vogue / New York, NY
Client: eBay Category: Branded Entertainment for Good
We Are Ayenda
Agency: Creative X, Meta + Modern Arts
Client: WhatsApp, Meta Category: Branded Entertainment for Good
Award:
2024 Branded Entertainment Merit Award
Agency:
Google / Mountain View + Google Brand Studio / San Francisco
Client:
Google
Title:
Google Search Playground
Category:
Craft / Art Direction
Annual ID:
OS24_BE083M
Award:
2024 Branded Entertainment Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + The Lift + TRAFIK
Client:
Apple
Title:
Huracán Ramírez vs. La Piñata Enchilada
Category:
Craft / Art Direction
Annual ID:
OS24_BE084M
Award:
2024 Branded Entertainment 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:
Craft / Art Direction
Annual ID:
OS24_BE085M
Award:
2024 Branded Entertainment Merit Award
Agency:
Ogilvy Singapore / Singapore
Client:
The Coca-Cola Company / Coke Studio
Title:
VIDEO VINYL
Category:
Craft / Art Direction
Annual ID:
OS24_BE086M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Commerce
Annual ID:
OS24_BE065M
Award:
2024 Branded Entertainment Merit Award
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_BE066M
Award:
2024 Branded Entertainment Merit Award
Agency:
BBDO Canada / Toronto + PepsiCo Canada / Toronto
Client:
PepsiCo Canada
Title:
Doritos® All Dressed NPCs
Category:
Games / Gaming
Annual ID:
OS24_BE055M
Award:
2024 Branded Entertainment Merit Award
Agency:
McCann Tel-Aviv
Client:
Zikaron Basalon
Title:
Fighting to remember
Category:
Games / Gaming
Annual ID:
OS24_BE056M
Award:
2024 Branded Entertainment Merit Award
Agency:
Google / Mountain View + Google Brand Studio / San Francisco
Client:
Google
Title:
Google Search Playground
Category:
Games / Gaming
Annual ID:
OS24_BE057M
Award:
2024 Branded Entertainment Merit Award
Agency:
Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client:
Metacore / Merge Mansion
Title:
Unlocking Merge Mansion
Category:
Games / Gaming
Annual ID:
OS24_BE058M
Award:
2024 Branded Entertainment Merit Award
Agency:
Wieden+Kennedy / New York + Artemis Strategies + Ford + Dickies
Client:
Ford
Title:
Ford x Sydney Sweeney
Category:
Brand Partnerships
Annual ID:
OS24_BE074M
Award:
2024 Branded Entertainment Merit Award
Agency:
FCB / Chicago + Hidden Valley Ranch / Central Point + 456 Studios / Chicago
Client:
Hidden Valley Ranch
Title:
HVRxHVR
Category:
Brand Partnerships
Annual ID:
OS24_BE075M
Award:
2024 Branded Entertainment Merit Award
Agency:
Republica Havas / Miami
Client:
FIGHT AGAINST ALZHEIMER’S ASSOCIATION (A.LM.A.) - RACING CLUB SOCCER TEAM
Title:
THE NAME CONFUSION
Category:
Brand Partnerships
Annual ID:
OS24_BE076M
Award:
2024 Branded Entertainment Merit Award
Agency:
Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client:
Orange
Title:
WoMen's football
Category:
Brand Partnerships
Annual ID:
OS24_BE077M
Award:
2024 Branded Entertainment Merit Award
Agency:
Havas Gurisa / Montevideo + Cienfuegos / Montevideo + Plus / Miami + Poncho Films / Montevideo
Client:
Loterías y Quinielas del Uruguay
Title:
You can buy a media
Category:
Brand Partnerships
Annual ID:
OS24_BE078M
Award:
2024 Branded Entertainment Merit Award
Agency:
Grey Argentina / Buenos Aires + Ninch / Buenos Aires + The Movement by Landia / Buenos Aires
Client:
LALCEC
Title:
Let´s Change the Story
Category:
Experiential / In-Person Events
Annual ID:
OS24_BE060M
Award:
2024 Branded Entertainment Merit Award
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Experiential / Brand Installations
Annual ID:
OS24_BE059M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML Canada
Client:
Ontario Lottery and Gaming Corporation & Ontario Racing
Title:
Ontario Racing Unfiltered
Category:
Long Form Video / Series / Episodic
Annual ID:
OS24_BE042M
Award:
2024 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Reinvention of Music Videos
Category:
Long Form Video / Series / Episodic
Annual ID:
OS24_BE043M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML UK / London + VML / New York + The Coca-Cola Company + Prettybird
Client:
Coca-Cola
Title:
The Santa Stories
Category:
Long Form Video / Series / Episodic
Annual ID:
OS24_BE044M
Award:
2024 Branded Entertainment Merit Award
Agency:
LANDIA / Mexico City + Propuesta Cívica A.C. / Mexico City
Client:
Propuesta Cívica A.C.
Title:
The Stories That Killed Us
Category:
Long Form Video / Series / Episodic
Annual ID:
OS24_BE045M
Award:
2024 Branded Entertainment Merit Award
Agency:
Uncommon Creative Studio / London + Lief / London + Uncommon Creative Studio / London
Client:
YouTube
Title:
We Were Here
Category:
Long Form Video / Series / Episodic
Annual ID:
OS24_BE046M
Award:
2024 Branded Entertainment Merit Award
Agency:
Uber One + O Positive + Mother
Client:
Uber One
Title:
Best Friends
Category:
Long Form Video / Single
Annual ID:
OS24_BE036M
Award:
2024 Branded Entertainment Merit Award
Agency:
Commonwealth//McCann / Detroit
Client:
Chevrolet
Title:
Holiday to Remember
Category:
Long Form Video / Single
Annual ID:
OS24_BE037M
Award:
2024 Branded Entertainment Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + The Lift + TRAFIK
Client:
Apple
Title:
Huracán Ramírez vs. La Piñata Enchilada
Category:
Long Form Video / Single
Annual ID:
OS24_BE038M
Award:
2024 Branded Entertainment Merit Award
Agency:
Stink Films / Los Angeles
Client:
Apple
Title:
Mother Nature
Category:
Long Form Video / Single
Annual ID:
OS24_BE039M
Award:
2024 Branded Entertainment Merit Award
Agency:
BBDO / Bangkok + Sound Space / Bangkok + Suneta House / Bangkok
Client:
CPF Restaurant and Foods Chain Co.,Ltd. / Five Star
Title:
My Parent is a Tiktoker
Category:
Long Form Video / Single
Annual ID:
OS24_BE040M
Award:
2024 Branded Entertainment Merit Award
Agency:
Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client:
Montefiore Einstein
Title:
Solo: There's Magic in All of Us
Category:
Long Form Video / Single
Annual ID:
OS24_BE041M
Award:
2024 Branded Entertainment Merit Award
Agency:
Atlantic New York
Client:
Blockbuster
Title:
'Til The Bitter End
Category:
Low Budget
Annual ID:
OS24_BE064M
Award:
2024 Branded Entertainment Merit Award
Agency:
FP7 McCann Dubai + Initiative Media Middle East FZ LLC / Dubai + Marketiers / London + DejaVu / Beirut
Client:
Babyshop
Title:
Frequencies of Peace
Category:
Audio
Annual ID:
OS24_BE052M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Audio
Annual ID:
OS24_BE053M
Award:
2024 Branded Entertainment Merit Award
Agency:
The Monkeys, part of Accenture Song / Sydney + MassiveMusic / Sydney + ARC EDIT / Sydney + Revolver + Somesuch
Client:
Sydney Opera House
Title:
Play It Safe
Category:
Audio
Annual ID:
OS24_BE054M
Award:
2024 Branded Entertainment Merit Award
Agency:
Accenture Song Brand Denmark A/S / Copenhagen + Playground / Copenhagen + OMD / Copenhagen
Client:
Metro
Title:
Bunnies from the Past
Category:
Experiential / Hybrid Events
Annual ID:
OS24_BE061M
Award:
2024 Branded Entertainment Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
WITH ALS
Title:
Project Humanity
Category:
Experiential / Hybrid Events
Annual ID:
OS24_BE062M
Award:
2024 Branded Entertainment Merit Award
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE067M
Award:
2024 Branded Entertainment Merit Award
Agency:
McCann Tel-Aviv
Client:
Zikaron Basalon
Title:
Fighting to remember
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE068M
Award:
2024 Branded Entertainment Merit Award
Agency:
The Martin Agency + TIAA + Hero Collective + Heads Music/J Sharpe Agency
Client:
TIAA
Title:
Paper Right
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE069M
Award:
2024 Branded Entertainment Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
Short Life Stories
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE070M
Award:
2024 Branded Entertainment Merit Award
Agency:
LANDIA / Mexico City + Propuesta Cívica A.C. / Mexico City
Client:
Propuesta Cívica A.C.
Title:
The Stories That Killed Us
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE071M
Award:
2024 Branded Entertainment Merit Award
Agency:
EssenceMediacom / New York, NY + eBay / San José + Vogue / New York, NY
Client:
eBay
Title:
Twiggy Full Circle
Category:
Branded Entertainment for Good
Annual ID:
OS24_BE072M