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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Agency
Client
Title
Category
Annual ID
The Most Beautiful Sound
Agency: Grey Health NY
Client: American Society of Clinical Oncology (ASCO) Category: Radio & Audio
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / New Ideas in Out of Home
Love Language
Agency: Duolingo / Pittsburgh + Peacock / New York
Client: Duolingo Category: Branded Content
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Design for Good
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Design for Good
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco
Client: DoorDash Category: Social Post / Real-time Response
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Experiential & Immersive for Good
Where To Settle
Agency: McCann Poland + McCann New York
Client: Mastercard Category: Experiential & Immersive for Good
Proudly Second Best
Agency: DAVID / Madrid + INGO / Hamburg + Ikea / Stockholm + Sal Gorda / Madrid
Client: Ikea Category: TV, VOD, & Online / 30 Seconds and Under - Series
Play It Safe
Agency: Revolver + Somesuch + The Monkeys, part of Accenture Song / Sydney
Client: Sydney Opera House Category: Writing / Single
Whoops
Agency: Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client: Metroselskabet Category: Writing / Single
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Promotional / Physical Items
AIZOME WASTECARE™
Agency: SERVICEPLAN GERMANY / Munich
Client: AIZOME Category: Craft / Art Direction
WoMen's football
Agency: Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client: Orange Category: Online & Mobile Video / Online-only Video - Single
Fuzzy Feelings
Agency: TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client: Apple Category: Online & Mobile Video / Online-only Video - Single
Freedom Comes in all sizes
Agency: GUT / Buenos Aires + Mercado Libre / Buenos Aires + Rebolucion / Buenos Aires + BAMBA / Buenos Aires
Client: Mercado Libre Category: Customer Experience / CX
Dr. Rick
Agency: Arnold Worldwide / Boston + Progressive Insurance / Cleveland + Moxie Pictures / Los Angeles
Client: Progressive Insurance Category: Use of Humor
Papa
Agency: BETC Paris + CALESON / Paris + HERCULES / Paris + MOPART / Paris
Client: CANAL+ Category: Use of Humor
Dogs Without Borders
Agency: VML / New York + VML / Madrid + VML / São Paulo
Client: SFBO (Sociedade Franco Brasileira de Oncología) Category: Multicultural Impact
Fuzzy Feelings
Agency: TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client: Apple Category: Long Form Video / Single
Shot on iPhone | Little Garlic | Chinese New Year
Agency: TBWA\Media Arts Lab / Los Angeles + The Mill + TRAFIK + RadicalMedia
Client: Apple Category: Long Form Video / Single
Climate Realism
Agency: Leo Burnett Germany
Client: WWF Germany Category: Data Visualization / Static or Dynamic
Runner 321
Agency: FCB Canada / Toronto + Adidas + Suneeva / Toronto
Client: Adidas Category: Popular Culture Impact
Find Your Summer
Agency: LOLA-MULLENLOWE S.L.U / Madrid + MJZ
Client: Magnum Category: Billboards & Transit / Series
Heinz Ketchup Fraud
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Billboards & Transit / Series
Proudly Second Best
Agency: DAVID / Madrid + INGO / Hamburg + Ikea / Stockholm + Sal Gorda / Madrid
Client: Ikea Category: Billboards & Transit / Series
Missing Chalices
Agency: DAVID / New York + Stella Artois / New York
Client: Stella Artois Category: Billboards & Transit / Series
Wrapped Design
Agency: Spotify In-House / New York + Active Theory / New York City + Believe Media / New York City
Client: Spotify Category: Craft / Art Direction
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / New Ideas in Creative Use of Data
The Cost of Beauty
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: Social Media
Unfear
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client: Samsung Category: Craft / Use of Technology
Love Language
Agency: Duolingo / Pittsburgh + Peacock / New York
Client: Duolingo Category: Brand Partnerships
Every story starts with a Yes
Agency: SERVICEPLAN GERMANY / Munich
Client: Lufthansa Category: Direction / Single
The Cost of Beauty
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: Direction / Single
The Stories That Killed Us
Agency: Propuesta Cívica A.C. / Mexico City + LANDIA / Mexico City
Client: Propuesta Cívica A.C. Category: Direction / Series
Fuzzy Feelings
Agency: TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client: Apple Category: Craft / Animation
Prêt à Voter
Agency: Publicis Conseil / Paris
Client: Solar Impulse Category: Innovation / New Ideas in Public Relations
A Train of Memories
Agency: SIX inc. / Tokyo + good design company / Tokyo
Client: Sotetsu Holdings Category: Special Effects / Single
AirPods - Quiet the Noise
Agency: TBWA\Media Arts Lab / Los Angeles + Iconoclast + Final Cut + Electric Theatre Collective
Client: Apple Category: Special Effects / Single
Dogs Without Borders
Agency: VML / New York + VML / Madrid + Digital 21 / São Paulo + My Props Factory / Rio de Janeiro
Client: SFBO (French-Brazilian Society of Oncology) Category: Innovation / New Ideas in Pharma
Award:
2024 Pharma Gold Pencil
Agency:
Grey Health NY
Client:
American Society of Clinical Oncology (ASCO)
Title:
The Most Beautiful Sound
Category:
Radio & Audio
Annual ID:
OS24_PH003G
Award:
2024 Out of Home Gold Pencil
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Innovation / New Ideas in Out of Home
Annual ID:
OS24_OH013G
Award:
2024 Brand-Side / In-House Gold Pencil
Agency:
Lazada
Client:
Lazada
Title:
AN UNNECESSARY LOVE STORY
Category:
Branded Content
Annual ID:
OS24_BS001G
Award:
2024 Brand-Side / In-House Gold Pencil
Agency:
Duolingo / Pittsburgh + Peacock / New York
Client:
Duolingo
Title:
Love Language
Category:
Branded Content
Annual ID:
OS24_BS002G
Award:
2024 Design Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Design for Good
Annual ID:
OS24_DE009G
Award:
2024 Design Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Design for Good
Annual ID:
OS24_DE010G
Award:
2024 Design Gold Pencil
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Design for Good
Annual ID:
OS24_DE011G
Award:
2024 IP & Product Design Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Promotional / Digital Product
Annual ID:
OS24_IP001G
Award:
2024 Public Relations Gold Pencil
Agency:
Tombras
Client:
Sweethearts
Title:
Sweethearts Situationships
Category:
Brand Voice
Annual ID:
OS24_PR004G
Award:
2024 Social Media Gold Pencil
Agency:
Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco
Client:
DoorDash
Title:
DOORDASH-ALL-THE-ADS
Category:
Social Post / Real-time Response
Annual ID:
OS24_SM001G
Award:
2024 Experiential & Immersive Gold Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Experiential & Immersive for Good
Annual ID:
OS24_EX005G
Award:
2024 Experiential & Immersive Gold Pencil
Agency:
McCann Poland + McCann New York
Client:
Mastercard
Title:
Where To Settle
Category:
Experiential & Immersive for Good
Annual ID:
OS24_EX006G
Award:
2024 Film & Video Gold Pencil
Agency:
DAVID / Madrid + INGO / Hamburg + Ikea / Stockholm + Sal Gorda / Madrid
Client:
Ikea
Title:
Proudly Second Best
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS24_FI002G
Award:
2024 Interactive, Online & Mobile Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
Renault
Title:
Plug-Inn
Category:
Commerce
Annual ID:
OS24_IN005G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
Revolver + Somesuch + The Monkeys, part of Accenture Song / Sydney
Client:
Sydney Opera House
Title:
Play It Safe
Category:
Writing / Single
Annual ID:
OS24_MI001G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client:
Metroselskabet
Title:
Whoops
Category:
Writing / Single
Annual ID:
OS24_MI005G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Promotional / Physical Items
Annual ID:
OS24_DE001G
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 Interactive, Online & Mobile Gold Pencil
Agency:
Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client:
Orange
Title:
WoMen's football
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS24_IN001G
Award:
2024 Interactive, Online & Mobile Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client:
Apple
Title:
Fuzzy Feelings
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS24_IN004G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
GUT / Buenos Aires + Mercado Libre / Buenos Aires + Rebolucion / Buenos Aires + BAMBA / Buenos Aires
Client:
Mercado Libre
Title:
Freedom Comes in all sizes
Category:
Customer Experience / CX
Annual ID:
OS24_IG003G
Award:
2024 Film & Video Gold Pencil
Agency:
Arnold Worldwide / Boston + Progressive Insurance / Cleveland + Moxie Pictures / Los Angeles
Client:
Progressive Insurance
Title:
Dr. Rick
Category:
Use of Humor
Annual ID:
OS24_FI008G
Award:
2024 Film & Video Gold Pencil
Agency:
BETC Paris + CALESON / Paris + HERCULES / Paris + MOPART / Paris
Client:
CANAL+
Title:
Papa
Category:
Use of Humor
Annual ID:
OS24_FI009G
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 Branded Entertainment Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client:
Apple
Title:
Fuzzy Feelings
Category:
Long Form Video / Single
Annual ID:
OS24_BE003G
Award:
2024 Branded Entertainment Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + The Mill + TRAFIK + RadicalMedia
Client:
Apple
Title:
Shot on iPhone | Little Garlic | Chinese New Year
Category:
Long Form Video / Single
Annual ID:
OS24_BE004G
Award:
2024 Design Gold Pencil
Agency:
Leo Burnett Germany
Client:
WWF Germany
Title:
Climate Realism
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS24_DE005G
Award:
2024 Creative Use of Technology Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Technology for Good
Annual ID:
OS24_CT001G
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 Out of Home Gold Pencil
Agency:
LOLA-MULLENLOWE S.L.U / Madrid + MJZ
Client:
Magnum
Title:
Find Your Summer
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH004G
Award:
2024 Out of Home Gold Pencil
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Ketchup Fraud
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH005G
Award:
2024 Out of Home Gold Pencil
Agency:
DAVID / Madrid + INGO / Hamburg + Ikea / Stockholm + Sal Gorda / Madrid
Client:
Ikea
Title:
Proudly Second Best
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH006G
Award:
2024 Out of Home Gold Pencil
Agency:
DAVID / New York + Stella Artois / New York
Client:
Stella Artois
Title:
Missing Chalices
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH007G
Award:
2024 Brand-Side / In-House Gold Pencil
Agency:
Spotify In-House / New York + Active Theory / New York City + Believe Media / New York City
Client:
Spotify
Title:
Wrapped Design
Category:
Craft / Art Direction
Annual ID:
OS24_BS006G
Award:
2024 Creative Use of Data Gold Pencil
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS24_CU003G
Award:
2024 Health & Wellness Gold Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
The Cost of Beauty
Category:
Social Media
Annual ID:
OS24_HW004G
Award:
2024 Interactive, Online & Mobile Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Utility
Annual ID:
OS24_IN002G
Award:
2024 Health & Wellness Gold Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client:
Samsung
Title:
Unfear
Category:
Craft / Use of Technology
Annual ID:
OS24_HW007G
Award:
2024 Brand-Side / In-House Gold Pencil
Agency:
Duolingo / Pittsburgh + Peacock / New York
Client:
Duolingo
Title:
Love Language
Category:
Brand Partnerships
Annual ID:
OS24_BS005G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Lufthansa
Title:
Every story starts with a Yes
Category:
Direction / Single
Annual ID:
OS24_MI002G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
The Cost of Beauty
Category:
Direction / Single
Annual ID:
OS24_MI003G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
Propuesta Cívica A.C. / Mexico City + LANDIA / Mexico City
Client:
Propuesta Cívica A.C.
Title:
The Stories That Killed Us
Category:
Direction / Series
Annual ID:
OS24_MI004G
Award:
2024 Design Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Hungry Man + Passion Pictures + Rock Paper Scissors
Client:
Apple
Title:
Fuzzy Feelings
Category:
Craft / Animation
Annual ID:
OS24_DE014G
Award:
2024 Public Relations Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
Solar Impulse
Title:
Prêt à Voter
Category:
Innovation / New Ideas in Public Relations
Annual ID:
OS24_PR010G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
VML / New York + VML / Dubai
Client:
Coca-Cola
Title:
I See Coke
Category:
Commerce
Annual ID:
OS24_IG004G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
SIX inc. / Tokyo + good design company / Tokyo
Client:
Sotetsu Holdings
Title:
A Train of Memories
Category:
Special Effects / Single
Annual ID:
OS24_MI008G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Iconoclast + Final Cut + Electric Theatre Collective
Client:
Apple
Title:
AirPods - Quiet the Noise
Category:
Special Effects / Single
Annual ID:
OS24_MI009G
Award:
2024 Pharma Gold Pencil
Agency:
VML / New York + VML / Madrid + Digital 21 / São Paulo + My Props Factory / Rio de Janeiro
Client:
SFBO (French-Brazilian Society of Oncology)
Title:
Dogs Without Borders
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS24_PH005G