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
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
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Direct Marketing for Good
Certified Care
Agency: Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client: SC Johnson / Raid Category: Direct Marketing for Good
Climate Doctor's Certificate
Agency: CHEP Network / Melbourne
Client: School Strikes 4 Climate Category: Direct Marketing for Good
Corona Extra Lime
Agency: Draft-Line / China + DAVID / Bogotá + Macarena & Co / Bogotá + DAVID / New York
Client: AB InBev / Corona Category: Direct Marketing for Good
Driving While Black
Agency: Goodby Silverstein & Partners / San Francisco + Critical Mass / Calgary + The Mill / Los Angeles
Client: Courageous Conversation Global Foundation Category: Direct Marketing for Good
Guarded Bus Stop
Agency: AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client: Eletromidia Category: Direct Marketing for Good
Hear My Last Wish
Agency: Leo Burnett Taiwan / Taipei + Fugu Fish Creations / Taipei + Starcom Taiwan / Taipei + Digitas Taiwan / Taipei
Client: Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center Category: Direct Marketing for Good
Lay's Smart Farm
Agency: Leo Burnett India / Mumbai + PepsiCo India + CropIn
Client: Lay's India Category: Direct Marketing for Good
Real Virtual Beauty
Agency: LOLA-MULLENLOWE S.L.U / Madrid + Passion Pictures + Unlisted
Client: Dove Category: Direct Marketing for Good
Shift 20 Initiative
Agency: Special Australia + Dylan Alcott Foundation
Client: Dylan Alcott Foundation Category: Direct Marketing for Good
Silver Pride
Agency: BETC Paris + GUM / Paris + General Pop / Paris
Client: Misterb&b Category: Direct Marketing for Good
The Brake Room
Agency: McCann New York + Chick-fil-A
Client: Chick-fil-A Category: Direct Marketing for Good
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Direct Marketing for Good
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Direct Marketing for Good
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Direct Marketing for Good
The Smart Legacy
Agency: el taier DDB centro / Guatemala
Client: IF THEN inc. Category: Direct Marketing for Good
Tip Time
Agency: VML / Riyadh + Hungerstation / Riyadh
Client: Hungerstation Category: Direct Marketing for Good
Waiting to Live
Agency: VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client: NHS Blood & Transplant Category: Direct Marketing for Good
A British Original
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Brewed by the sun
Agency: DAVID / Bogotá + kohler Studio / Buenos Aires
Client: AB InBev / Corona Category: Billboards & Transit / Series
Capa vs. War
Agency: INNOCEAN Berlin / Berlin + Robert Capa Contemporary Photography Center / Budapest + Havas Media Germany / Frankfurt am Main + Havas Media Italy / Milan
Client: Robert Capa Contemporary Photography Center Category: Billboards & Transit / Series
Clash Puzzles
Agency: DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client: Clash of Clans Category: Billboards & Transit / Series
Faster Food
Agency: No Fixed Address / Toronto + DoorDash Canada
Client: DoorDash Canada Category: Billboards & Transit / Series
Iconic Drips
Agency: Leo Burnett / London + Horton Stephens / London
Client: McDonald's Category: Billboards & Transit / Series
NOTHING FILLS A HOLE LIKE POT NOODLE
Agency: adam&eveDDB / London + FACTORY / London + Academy Films / London
Client: POT NOODLE Category: Billboards & Transit / Series
The Wait
Agency: 1984 / Santiago + Heinz / London, UK + Fabula / Santiago
Client: Heinz Category: Billboards & Transit / Series
The Life Bureau
Agency: Ogilvy Taiwan / Taipei
Client: HPV Cancer Prevention Category: TV, VOD, & Online / Over 90 Seconds - Series
V-Land
Agency: Dentsu Creative Mexico / Mexico City + Dentsu Creative Italy / Milan + Saba México / Mexico City + GATO / Mexico City
Client: Saba México Category: Metaverse
Designed to Sell
Agency: Squarespace + Final Cut + MJZ
Client: Squarespace Category: Craft / Art Direction
Email is Dead
Agency: Wink / Atlanta/New York + Something Special Studios / New York
Client: Intuit Mailchimp Category: Craft / Art Direction
Battle of the Baddest - Integrated
Agency: Droga5 / New York + Park Pictures / New York City + Unit9 / London + Accenture Song / New York
Client: General Entertainment Authority Category: Brand Transformation / Repositioning
bAIgrapher
Agency: Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Lado / São Paulo + WideLabs / Porto Alegre
Client: UFCSPA Category: Storytelling
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / New Ideas in Creative Use of Data
Where To Settle
Agency: McCann Poland + McCann New York
Client: Mastercard Category: Innovation / New Ideas in Creative Use of Data
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Experiential & Installations / Experiential & Immersive
The Brake Room
Agency: McCann New York + Chick-fil-A
Client: Chick-fil-A Category: Experiential & Installations / Experiential & Immersive
The First Edible Mascot
Agency: Weber Shandwick
Client: Pop-Tarts Category: Experiential & Installations / Experiential & Immersive
UNOFFICIAL GOALS
Agency: DAVID / Bogotá + Mara Post / Bogotá + DURO Estudio / Bogotá + Macarena & Co / Bogotá
Client: AB InBev / Cerveza Aguila Category: Experiential & Installations / Experiential & Immersive
#UnplasticIndia
Agency: VML India + Illusion CGI Studio / Bangkok
Client: THE TIMES OF INDIA Category: Green Pencil
Climate Doctor's Certificate
Agency: CHEP Network / Melbourne
Client: School Strikes 4 Climate Category: Green Pencil
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Green Pencil
Passive Cooking
Agency: LePub / Milan + MSL / Milan + Cabinaa / Milan + Robilant Associati / Milan
Client: Barilla Category: Green Pencil
The Biochar Project
Agency: Leo Burnett India / Mumbai + PepsiCo India
Client: Lay's India Category: Green Pencil
THE COST OF GOLD
Agency: DM9 / São Paulo + Hungry Man / São Paulo
Client: URIHI YANOMAMI Category: Green Pencil
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
Award:
2024 Cultural Driver Merit Award
Agency:
INNOCEAN Indonesia / Jakarta
Client:
Dulux (ICI Paints Indonesia)
Title:
Yellow Canteen
Category:
Popular Culture Impact
Annual ID:
OS24_CD020M
Award:
2024 Direct Marketing Merit Award
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Direct Marketing for Good
Annual ID:
OS24_DM098M
Award:
2024 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + SC Johnson / Racine + Scholars & Gentleman / Cape Town
Client:
SC Johnson / Raid
Title:
Certified Care
Category:
Direct Marketing for Good
Annual ID:
OS24_DM099M
Award:
2024 Direct Marketing Merit Award
Agency:
CHEP Network / Melbourne
Client:
School Strikes 4 Climate
Title:
Climate Doctor's Certificate
Category:
Direct Marketing for Good
Annual ID:
OS24_DM100M
Award:
2024 Direct Marketing Merit Award
Agency:
Draft-Line / China + DAVID / Bogotá + Macarena & Co / Bogotá + DAVID / New York
Client:
AB InBev / Corona
Title:
Corona Extra Lime
Category:
Direct Marketing for Good
Annual ID:
OS24_DM101M
Award:
2024 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Critical Mass / Calgary + The Mill / Los Angeles
Client:
Courageous Conversation Global Foundation
Title:
Driving While Black
Category:
Direct Marketing for Good
Annual ID:
OS24_DM102M
Award:
2024 Direct Marketing Merit Award
Agency:
AlmapBBDO + Eletromidia / São Paulo + Cine / São Paulo + Antfood Music & Sound Design / Sao Paulo
Client:
Eletromidia
Title:
Guarded Bus Stop
Category:
Direct Marketing for Good
Annual ID:
OS24_DM103M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett Taiwan / Taipei + Fugu Fish Creations / Taipei + Starcom Taiwan / Taipei + Digitas Taiwan / Taipei
Client:
Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
Title:
Hear My Last Wish
Category:
Direct Marketing for Good
Annual ID:
OS24_DM104M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett India / Mumbai + PepsiCo India + CropIn
Client:
Lay's India
Title:
Lay's Smart Farm
Category:
Direct Marketing for Good
Annual ID:
OS24_DM105M
Award:
2024 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Mayor of London
Title:
Maaate
Category:
Direct Marketing for Good
Annual ID:
OS24_DM106M
Award:
2024 Direct Marketing Merit Award
Agency:
LOLA-MULLENLOWE S.L.U / Madrid + Passion Pictures + Unlisted
Client:
Dove
Title:
Real Virtual Beauty
Category:
Direct Marketing for Good
Annual ID:
OS24_DM107M
Award:
2024 Direct Marketing Merit Award
Agency:
Special Australia + Dylan Alcott Foundation
Client:
Dylan Alcott Foundation
Title:
Shift 20 Initiative
Category:
Direct Marketing for Good
Annual ID:
OS24_DM108M
Award:
2024 Direct Marketing Merit Award
Agency:
BETC Paris + GUM / Paris + General Pop / Paris
Client:
Misterb&b
Title:
Silver Pride
Category:
Direct Marketing for Good
Annual ID:
OS24_DM109M
Award:
2024 Direct Marketing Merit Award
Agency:
McCann New York + Chick-fil-A
Client:
Chick-fil-A
Title:
The Brake Room
Category:
Direct Marketing for Good
Annual ID:
OS24_DM110M
Award:
2024 Direct Marketing Merit Award
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Direct Marketing for Good
Annual ID:
OS24_DM111M
Award:
2024 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Direct Marketing for Good
Annual ID:
OS24_DM112M
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:
Direct Marketing for Good
Annual ID:
OS24_DM113M
Award:
2024 Direct Marketing Merit Award
Agency:
el taier DDB centro / Guatemala
Client:
IF THEN inc.
Title:
The Smart Legacy
Category:
Direct Marketing for Good
Annual ID:
OS24_DM114M
Award:
2024 Direct Marketing Merit Award
Agency:
VML / Riyadh + Hungerstation / Riyadh
Client:
Hungerstation
Title:
Tip Time
Category:
Direct Marketing for Good
Annual ID:
OS24_DM115M
Award:
2024 Direct Marketing Merit Award
Agency:
VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client:
NHS Blood & Transplant
Title:
Waiting to Live
Category:
Direct Marketing for Good
Annual ID:
OS24_DM116M
Award:
2024 Out of Home Merit Award
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
A British Original
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH057M
Award:
2024 Out of Home Merit Award
Agency:
DAVID / Bogotá + kohler Studio / Buenos Aires
Client:
AB InBev / Corona
Title:
Brewed by the sun
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH058M
Award:
2024 Out of Home Merit Award
Agency:
INNOCEAN Berlin / Berlin + Robert Capa Contemporary Photography Center / Budapest + Havas Media Germany / Frankfurt am Main + Havas Media Italy / Milan
Client:
Robert Capa Contemporary Photography Center
Title:
Capa vs. War
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH059M
Award:
2024 Out of Home Merit Award
Agency:
DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client:
Clash of Clans
Title:
Clash Puzzles
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH060M
Award:
2024 Out of Home Merit Award
Agency:
No Fixed Address / Toronto + DoorDash Canada
Client:
DoorDash Canada
Title:
Faster Food
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH061M
Award:
2024 Out of Home Merit Award
Agency:
Leo Burnett / London + Horton Stephens / London
Client:
McDonald's
Title:
Iconic Drips
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH062M
Award:
2024 Out of Home Merit Award
Agency:
adam&eveDDB / London + FACTORY / London + Academy Films / London
Client:
POT NOODLE
Title:
NOTHING FILLS A HOLE LIKE POT NOODLE
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH063M
Award:
2024 Out of Home Merit Award
Agency:
1984 / Santiago + Heinz / London, UK + Fabula / Santiago
Client:
Heinz
Title:
The Wait
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH064M
Award:
2024 Film & Video Merit Award
Agency:
Ogilvy Taiwan / Taipei
Client:
HPV Cancer Prevention
Title:
The Life Bureau
Category:
TV, VOD, & Online / Over 90 Seconds - Series
Annual ID:
OS24_FI080M
Award:
2024 Experiential & Immersive Merit Award
Agency:
Dentsu Creative Mexico / Mexico City + Dentsu Creative Italy / Milan + Saba México / Mexico City + GATO / Mexico City
Client:
Saba México
Title:
V-Land
Category:
Metaverse
Annual ID:
OS24_EX053M
Award:
2024 Brand-Side / In-House Merit Award
Agency:
Squarespace + Final Cut + MJZ
Client:
Squarespace
Title:
Designed to Sell
Category:
Craft / Art Direction
Annual ID:
OS24_BS047M
Award:
2024 Brand-Side / In-House Merit Award
Agency:
Wink / Atlanta/New York + Something Special Studios / New York
Client:
Intuit Mailchimp
Title:
Email is Dead
Category:
Craft / Art Direction
Annual ID:
OS24_BS048M
Award:
2024 Integrated / Omnichannel Merit Award
Agency:
Droga5 / New York + Park Pictures / New York City + Unit9 / London + Accenture Song / New York
Client:
General Entertainment Authority
Title:
Battle of the Baddest - Integrated
Category:
Brand Transformation / Repositioning
Annual ID:
OS24_IG032M
Award:
2024 Creative Use of Data Merit Award
Agency:
Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Lado / São Paulo + WideLabs / Porto Alegre
Client:
UFCSPA
Title:
bAIgrapher
Category:
Storytelling
Annual ID:
OS24_CU017M
Award:
2024 Creative Use of Data 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 / New Ideas in Creative Use of Data
Annual ID:
OS24_CU033M
Award:
2024 Creative Use of Data Merit Award
Agency:
McCann Poland + McCann New York
Client:
Mastercard
Title:
Where To Settle
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS24_CU034M
Award:
2024 Out of Home Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS24_OH075M
Award:
2024 Out of Home Merit Award
Agency:
McCann New York + Chick-fil-A
Client:
Chick-fil-A
Title:
The Brake Room
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS24_OH076M
Award:
2024 Out of Home Merit Award
Agency:
Weber Shandwick
Client:
Pop-Tarts
Title:
The First Edible Mascot
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS24_OH077M
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:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS24_OH078M
Award:
2024 Green Pencil Merit Award
Agency:
VML India + Illusion CGI Studio / Bangkok
Client:
THE TIMES OF INDIA
Title:
#UnplasticIndia
Category:
Green Pencil
Annual ID:
OS24_GP003M
Award:
2024 Green Pencil Merit Award
Agency:
CHEP Network / Melbourne
Client:
School Strikes 4 Climate
Title:
Climate Doctor's Certificate
Category:
Green Pencil
Annual ID:
OS24_GP004M
Award:
2024 Green Pencil Merit Award
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Green Pencil
Annual ID:
OS24_GP005M
Award:
2024 Green Pencil Merit Award
Agency:
LePub / Milan + MSL / Milan + Cabinaa / Milan + Robilant Associati / Milan
Client:
Barilla
Title:
Passive Cooking
Category:
Green Pencil
Annual ID:
OS24_GP006M
Award:
2024 Green Pencil Merit Award
Agency:
Leo Burnett India / Mumbai + PepsiCo India
Client:
Lay's India
Title:
The Biochar Project
Category:
Green Pencil
Annual ID:
OS24_GP007M
Award:
2024 Green Pencil Merit Award
Agency:
DM9 / São Paulo + Hungry Man / São Paulo
Client:
URIHI YANOMAMI
Title:
THE COST OF GOLD
Category:
Green Pencil
Annual ID:
OS24_GP008M