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
Adoptable Playlist
Agency: BBDO / New York
Client: PEDIGREE Category: Innovation / Use of Media in Design
Georgina's Billboard Collection
Agency: DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client: Netflix Category: Innovation / Use of Media in Design
Taylor Swift Puzzle
Agency: Spotify In-House / New York + Union Editorial + Believe Media / New York City + Story: We Produce / Mexico City
Client: Spotify Category: Innovation / Use of Media in Brand-Side / In-House
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Innovation / Execution in Technology
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Innovation / Use of Media in Social Media
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Innovation / Use of Media in Social Media
Silo in a Tweet
Agency: Dentsu Creative New York
Client: Apple TV+ Category: Innovation / Use of Media in Social Media
Inequality You Can't Ignore
Agency: Eversana Intouch / New York + Chrysalis Initiative / Philadelphia + Ritmika Audio Arts / São Paulo + Dalmatian Cow / Los Angeles
Client: The Chrysalis Initiative Category: Innovation / Execution in Pharma
CHANGE THE ANGLE
Agency: VML / Singapore + Sixieme Son APAC Pte Ltd / Singapore + For the Right Reasons / Amsterdam + Prism South Africa / Sandton
Client: LUX Category: Innovation / Use of Media in Branded Entertainment
Love Squad
Agency: Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client: Waoo Category: Innovation / Use of Media in Branded Entertainment
Sans Émission
Agency: VML Canada
Client: Volkswagen Canada Category: Innovation / Use of Media in Branded Entertainment
The Chat
Agency: BMB / London + Breast Cancer Now / London
Client: Breast Cancer Now Category: Innovation / Use of Media in Branded Entertainment
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / New Ideas in Print & Promotional
Prêt à Voter
Agency: Publicis Conseil / Paris
Client: Solar Impulse Category: Innovation / New Ideas in Print & Promotional
A Rip In Reality
Agency: BBDO / New York + Kaleida + Method Studios / New York
Client: Meta Category: Innovation / Execution in Out of Home
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / Execution in Out of Home
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Innovation / New Ideas in Direct Marketing
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Innovation / New Ideas in Direct Marketing
Splash Spots
Agency: Zulu Alpha Kilo + Street Lab
Client: Street Labs Category: Innovation / Execution in Design
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Innovation / Use of Media in Interactive, Online, & Mobile
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Use of Media in Interactive, Online, & Mobile
Audi 0.03 seconds commercial
Agency: Ogilvy Shanghai / Shanghai + SAIC Audi / Shanghai + Boxcutter LImited / Auckland + Zhenguan Film / Shanghai
Client: SAIC Audi Category: Innovation / Use of Media in Film
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Use of Media in Film
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Innovation / Use of Media in Film
Heinz Slow This Ad
Agency: Rethink / Toronto + Kraft Heinz / Toronto
Client: Kraft Heinz Category: Innovation / Use of Media in Film
IKEA SKIP ADS THAT SAVE TIME
Agency: Leo Burnett India / Mumbai + IKEA
Client: IKEA Category: Innovation / Use of Media in Film
Maaate
Agency: Ogilvy UK / London
Client: Mayor of London Category: Innovation / Use of Media in Film
New Year's Eve Robbery
Agency: CYW / Madrid + Hijos de Rivera / Estrella Galicia / A Coruña + Netflix / Madrid
Client: Netflix + Hijos de Rivera / Estrella Galicia Category: Innovation / Use of Media in Film
Reinvention of Music Videos
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Use of Media in Film
Sans Émission
Agency: VML Canada
Client: Volkswagen Canada Category: Innovation / Use of Media in Film
High Stakes Beer Ad
Agency: Droga5 / New York + Molson Coors / Chicago, IL + Company 3 + ProdCo
Client: Molson Coors Category: Innovation / New Ideas in Film
#PUTINYOURVOTE
Agency: Jung von Matt AG / Hamburg + Jung von Matt Limmat AG / Zurich + Analog/Digital / Warsaw
Client: Myclimate Category: Innovation / Use of Media in Out of Home
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Innovation / Use of Media in Out of Home
Always Open
Agency: Dentsu Creative New York
Client: 7-Eleven Category: Innovation / Use of Media in Out of Home
UNOFFICIAL GOALS
Agency: DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client: AB InBev / Cerveza Aguila Category: Innovation / Use of Media in Out of Home
Megh Santoor
Agency: Ogilvy India / Mumbai
Client: Brooke Bond Taj Mahal Tea Category: Innovation / New Ideas in Radio & Audio
MINI-Logues
Agency: Pereira O'Dell / New York + MINI USA / Woodcliff Lake, NJ + Current Studios and Labs / Brooklyn, NY + The Craft Shop / Auckland
Client: MINI Category: Innovation / New Ideas in Radio & Audio
Love Squad
Agency: Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client: Waoo Category: Innovation / Use of Media in Gaming
Maqroo
Agency: Leo Burnett Dubai / Dubai + Omantel / Oman
Client: Omantel Category: Innovation / New Ideas in Design
Splash Spots
Agency: Zulu Alpha Kilo + Street Lab
Client: Street Labs Category: Innovation / New Ideas in Design
The First Wheelchair Ballkid
Agency: Eleven/TBWA Sydney + BOLT / Sydney + Mastercard / Sydney
Client: Mastercard Category: Innovation / New Ideas in Design
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Innovation / New Ideas in IP & Product Design
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 IP & Product Design
Splash Spots
Agency: Zulu Alpha Kilo + Street Lab
Client: Street Labs Category: Innovation / New Ideas in IP & Product Design
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Innovation / New Ideas in IP & Product Design
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Innovation / Use of Media in Creative Use of Data
NewsJacker
Agency: Clemenger BBDO
Client: Australian Youth Climate Coalition Category: Innovation / Use of Media in Creative Use of Data
Roller Radio Coaster
Agency: Niña / Buenos Aires
Client: Parque de la Costa Category: Innovation / Execution in Radio & Audio
Award:
2024 Design Merit Award
Agency:
BBDO / New York
Client:
PEDIGREE
Title:
Adoptable Playlist
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE162M
Award:
2024 Design Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client:
Netflix
Title:
Georgina's Billboard Collection
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE163M
Award:
2024 Design Merit Award
Agency:
BBDO / New York
Client:
WhatsApp
Title:
Privacy Swap
Category:
Innovation / Use of Media in Design
Annual ID:
OS24_DE164M
Award:
2024 Brand-Side / In-House Merit Award
Agency:
Spotify In-House / New York + Union Editorial + Believe Media / New York City + Story: We Produce / Mexico City
Client:
Spotify
Title:
Taylor Swift Puzzle
Category:
Innovation / Use of Media in Brand-Side / In-House
Annual ID:
OS24_BS049M
Award:
2024 Creative Use of Technology Merit Award
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Innovation / Execution in Technology
Annual ID:
OS24_CT053M
Award:
2024 Social Media Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM121M
Award:
2024 Social Media Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM122M
Award:
2024 Social Media Merit Award
Agency:
Dentsu Creative New York
Client:
Apple TV+
Title:
Silo in a Tweet
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM123M
Award:
2024 Pharma Merit Award
Agency:
Eversana Intouch / New York + Chrysalis Initiative / Philadelphia + Ritmika Audio Arts / São Paulo + Dalmatian Cow / Los Angeles
Client:
The Chrysalis Initiative
Title:
Inequality You Can't Ignore
Category:
Innovation / Execution in Pharma
Annual ID:
OS24_PH035M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML / Singapore + Sixieme Son APAC Pte Ltd / Singapore + For the Right Reasons / Amsterdam + Prism South Africa / Sandton
Client:
LUX
Title:
CHANGE THE ANGLE
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS24_BE087M
Award:
2024 Branded Entertainment Merit Award
Agency:
Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client:
Waoo
Title:
Love Squad
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS24_BE088M
Award:
2024 Branded Entertainment Merit Award
Agency:
VML Canada
Client:
Volkswagen Canada
Title:
Sans Émission
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS24_BE089M
Award:
2024 Branded Entertainment Merit Award
Agency:
BMB / London + Breast Cancer Now / London
Client:
Breast Cancer Now
Title:
The Chat
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS24_BE090M
Award:
2024 Print & Promotional Merit Award
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Innovation / New Ideas in Print & Promotional
Annual ID:
OS24_PT079M
Award:
2024 Print & Promotional Merit Award
Agency:
Publicis Conseil / Paris
Client:
Solar Impulse
Title:
Prêt à Voter
Category:
Innovation / New Ideas in Print & Promotional
Annual ID:
OS24_PT080M
Award:
2024 Out of Home Merit Award
Agency:
BBDO / New York + Kaleida + Method Studios / New York
Client:
Meta
Title:
A Rip In Reality
Category:
Innovation / Execution in Out of Home
Annual ID:
OS24_OH112M
Award:
2024 Out of Home Merit Award
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Innovation / Execution in Out of Home
Annual ID:
OS24_OH113M
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:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS24_DM122M
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:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS24_DM123M
Award:
2024 Design Merit Award
Agency:
Zulu Alpha Kilo + Street Lab
Client:
Street Labs
Title:
Splash Spots
Category:
Innovation / Execution in Design
Annual ID:
OS24_DE161M
Award:
2024 Interactive, Online & Mobile Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Innovation / Use of Media in Interactive, Online, & Mobile
Annual ID:
OS24_IN068M
Award:
2024 Interactive, Online & Mobile Merit Award
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Use of Media in Interactive, Online, & Mobile
Annual ID:
OS24_IN069M
Award:
2024 Film & Video Merit Award
Agency:
Ogilvy Shanghai / Shanghai + SAIC Audi / Shanghai + Boxcutter LImited / Auckland + Zhenguan Film / Shanghai
Client:
SAIC Audi
Title:
Audi 0.03 seconds commercial
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI131M
Award:
2024 Film & Video Merit Award
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI132M
Award:
2024 Film & Video Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI133M
Award:
2024 Film & Video Merit Award
Agency:
Rethink / Toronto + Kraft Heinz / Toronto
Client:
Kraft Heinz
Title:
Heinz Slow This Ad
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI134M
Award:
2024 Film & Video Merit Award
Agency:
Leo Burnett India / Mumbai + IKEA
Client:
IKEA
Title:
IKEA SKIP ADS THAT SAVE TIME
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI135M
Award:
2024 Film & Video Merit Award
Agency:
Ogilvy UK / London
Client:
Mayor of London
Title:
Maaate
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI136M
Award:
2024 Film & Video Merit Award
Agency:
CYW / Madrid + Hijos de Rivera / Estrella Galicia / A Coruña + Netflix / Madrid
Client:
Netflix + Hijos de Rivera / Estrella Galicia
Title:
New Year's Eve Robbery
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI137M
Award:
2024 Film & Video Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Reinvention of Music Videos
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI138M
Award:
2024 Film & Video Merit Award
Agency:
VML Canada
Client:
Volkswagen Canada
Title:
Sans Émission
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI139M
Award:
2024 Film & Video Merit Award
Agency:
Droga5 / New York + Molson Coors / Chicago, IL + Company 3 + ProdCo
Client:
Molson Coors
Title:
High Stakes Beer Ad
Category:
Innovation / New Ideas in Film
Annual ID:
OS24_FI128M
Award:
2024 Out of Home Merit Award
Agency:
Jung von Matt AG / Hamburg + Jung von Matt Limmat AG / Zurich + Analog/Digital / Warsaw
Client:
Myclimate
Title:
#PUTINYOURVOTE
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH114M
Award:
2024 Out of Home Merit Award
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH115M
Award:
2024 Out of Home Merit Award
Agency:
Dentsu Creative New York
Client:
7-Eleven
Title:
Always Open
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH116M
Award:
2024 Out of Home Merit Award
Agency:
DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client:
AB InBev / Cerveza Aguila
Title:
UNOFFICIAL GOALS
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH117M
Award:
2024 Radio & Audio-First Merit Award
Agency:
Ogilvy India / Mumbai
Client:
Brooke Bond Taj Mahal Tea
Title:
Megh Santoor
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS24_RA037M
Award:
2024 Radio & Audio-First Merit Award
Agency:
Pereira O'Dell / New York + MINI USA / Woodcliff Lake, NJ + Current Studios and Labs / Brooklyn, NY + The Craft Shop / Auckland
Client:
MINI
Title:
MINI-Logues
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS24_RA038M
Award:
2024 Gaming Merit Award
Agency:
Uncle Grey / Copenhagen + Wavemaker / Copenhagen + Forevr / Copenhagen
Client:
Waoo
Title:
Love Squad
Category:
Innovation / Use of Media in Gaming
Annual ID:
OS24_GA037M
Award:
2024 Creative Use of Technology Merit Award
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT054M
Award:
2024 Design Merit Award
Agency:
Leo Burnett Dubai / Dubai + Omantel / Oman
Client:
Omantel
Title:
Maqroo
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE157M
Award:
2024 Design Merit Award
Agency:
Zulu Alpha Kilo + Street Lab
Client:
Street Labs
Title:
Splash Spots
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE158M
Award:
2024 Design Merit Award
Agency:
Eleven/TBWA Sydney + BOLT / Sydney + Mastercard / Sydney
Client:
Mastercard
Title:
The First Wheelchair Ballkid
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE159M
Award:
2024 IP & Product Design Merit Award
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS24_IP024M
Award:
2024 IP & Product Design Merit Award
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 IP & Product Design
Annual ID:
OS24_IP025M
Award:
2024 IP & Product Design Merit Award
Agency:
Zulu Alpha Kilo + Street Lab
Client:
Street Labs
Title:
Splash Spots
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS24_IP026M
Award:
2024 IP & Product Design Merit Award
Agency:
Saatchi & Saatchi Ukraine / Kyiv
Client:
Kernel + Ministry of Foreign Affairs of Ukraine
Title:
The Minefields Honey Project
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS24_IP027M
Award:
2024 Creative Use of Data Merit Award
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS24_CU035M
Award:
2024 Creative Use of Data Merit Award
Agency:
Clemenger BBDO
Client:
Australian Youth Climate Coalition
Title:
NewsJacker
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS24_CU036M
Award:
2024 Radio & Audio-First Merit Award
Agency:
Niña / Buenos Aires
Client:
Parque de la Costa
Title:
Roller Radio Coaster
Category:
Innovation / Execution in Radio & Audio
Annual ID:
OS24_RA039M
