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
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Execution in Technology
Michael CeraVe
Agency: Ogilvy PR / New York
Client: CeraVe Category: Innovation / Use of Media in Branded Entertainment
World Cup delivery
Agency: GUT / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client: Delivery Hero/ PedidosYa Category: Innovation / Use of Media in Interactive, Online, & Mobile
DOORDASH-ALL-THE-ADS
Agency: Wieden+Kennedy / Portland + Superette, the Creative Studio at DoorDash / San Francisco + Lord Danger + Modern Logic
Client: DoorDash Category: Innovation / Use of Media in Film
WoMen's football
Agency: Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client: Orange Category: Innovation / New Ideas in Film
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 Film
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 Experiential & Immersive
ADLaM
Agency: McCann New York + Microsoft
Client: Microsoft Category: Innovation / New Ideas in Design
SHELLMET
Agency: TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client: Koushi Chemical Industry Co., Ltd. Category: Innovation / New Ideas in Design
SHELLMET
Agency: TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client: Koushi Chemical Industry Co., Ltd. Category: Innovation / New Ideas in IP & Product Design
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Execution in Radio & Audio
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Innovation / Use of Media in Integrated / Omnichannel
5G Helmet
Agency: Translation + AT&T + Gallaudet University + Love Song
Client: AT&T Category: Innovation / Execution in IP & Product Design
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / New Ideas in Out of Home
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / New Ideas in Creative Use of Data
Prêt à Voter
Agency: Publicis Conseil / Paris
Client: Solar Impulse Category: Innovation / New Ideas in Public Relations
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
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 Public Relations
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Experiential & Immersive
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Innovation / Use of Media in Social Media
The Most Beautiful Sound
Agency: Grey Health NY
Client: American Society of Clinical Oncology (ASCO) Category: Innovation / Execution in Pharma
IBM Quantum System Two
Agency: IBM / Yorktown Heights + Map Project Office / London + Universal Design Studio / London + Goppion Technology / Milano
Client: IBM Category: Innovation / Execution in Design
FitChix
Agency: VML Australia + Honest Eggs Co. + AIRBAG
Client: Honest Eggs Co. Category: Innovation / Use of Media in Out of Home
Georgina's Billboard Collection
Agency: DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client: Netflix Category: Innovation / Use of Media in Out of Home
Lupin on the Move
Agency: DAVID / Madrid + Netflix / Paris
Client: Netflix Category: Innovation / Use of Media in Out of Home
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 Radio & Audio
Dashboard Billboards
Agency: NORD DDB / Stockholm
Client: Skoda Category: Innovation / Use of Media in Technology
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 Design
Unfear
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client: Samsung Category: Innovation / New Ideas in Interactive, Online, & Mobile
The Minefields Honey Project
Agency: Saatchi & Saatchi Ukraine / Kyiv
Client: Kernel + Ministry of Foreign Affairs of Ukraine Category: Innovation / Use of Media in IP & Product Design
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Direct Marketing
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Execution in Interactive, Online, & Mobile
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Innovation / New Ideas in Health & Wellness
Waiting to Live
Agency: VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client: NHS Blood & Transplant Category: Innovation / New Ideas in Public Relations
Dreamcaster
Agency: FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client: AB InBev, Michelob ULTRA Category: Innovation / Execution in Experiential & Immersive
AirPods - Quiet the Noise
Agency: TBWA\Media Arts Lab / Los Angeles + Iconoclast + Final Cut + Electric Theatre Collective
Client: Apple Category: Innovation / Execution in Film
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 Branded Entertainment
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 Branded Entertainment
The Impossible Campus
Agency: DDB Budapest
Client: Cinego Category: Innovation / Use of Media in Radio & Audio
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Innovation / Use of Media in Social Media
Trending 2 Table
Agency: FCB Canada / Toronto + Voilà / Toronto
Client: Voila Category: Innovation / Use of Media in Social Media
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Innovation / Execution in Out of Home
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Interactive, Online, & Mobile
Bed Test
Agency: Leo Burnett Chicago / Chicago + Visionworks / San Antonio + PXP Studios / Chicago
Client: Visionworks Category: Innovation / Use of Media in Film
Privacy Swap
Agency: BBDO / New York
Client: WhatsApp Category: Innovation / Use of Media in Out of Home
Don't Delete Menu
Agency: VML / New York + VML Argentina
Client: Wendy's Category: Innovation / Use of Media in Technology
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Innovation / Use of Media in Pharma
Banned Book Club
Agency: FCB / Chicago + 456 Studios / Chicago
Client: Digital Public Library of America Category: Innovation / Use of Media in Creative Use of Data
STREETCODE
Agency: Edelman / Sydney + Barde Films / Jakarta
Client: HP Category: Innovation / Execution in Public Relations
Award:
2024 Creative Use of Technology Gold Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Execution in Technology
Annual ID:
OS24_CT003G
Award:
2024 Branded Entertainment Gold Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS24_BE010G
Award:
2024 Interactive, Online & Mobile Gold Pencil
Agency:
GUT / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client:
Delivery Hero/ PedidosYa
Title:
World Cup delivery
Category:
Innovation / Use of Media in Interactive, Online, & Mobile
Annual ID:
OS24_IN008G
Award:
2024 Film & Video Gold Pencil
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 / Use of Media in Film
Annual ID:
OS24_FI011G
Award:
2024 Film & Video Gold Pencil
Agency:
Marcel / Paris + Les Artisans du Film / Paris + Prodigious / Paris
Client:
Orange
Title:
WoMen's football
Category:
Innovation / New Ideas in Film
Annual ID:
OS24_FI001G
Award:
2024 Film & Video Gold Pencil
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 Film
Annual ID:
OS24_FI010G
Award:
2024 Experiential & Immersive Gold Pencil
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 Experiential & Immersive
Annual ID:
OS24_EX012G
Award:
2024 Design Gold Pencil
Agency:
McCann New York + Microsoft
Client:
Microsoft
Title:
ADLaM
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE015G
Award:
2024 Design Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client:
Koushi Chemical Industry Co., Ltd.
Title:
SHELLMET
Category:
Innovation / New Ideas in Design
Annual ID:
OS24_DE016G
Award:
2024 IP & Product Design Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + quantum Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo + KMCgroup / Tokyo
Client:
Koushi Chemical Industry Co., Ltd.
Title:
SHELLMET
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS24_IP004G
Award:
2024 Radio & Audio-First Gold Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Execution in Radio & Audio
Annual ID:
OS24_RA001G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS24_IG009G
Award:
2024 IP & Product Design Gold Pencil
Agency:
Translation + AT&T + Gallaudet University + Love Song
Client:
AT&T
Title:
5G Helmet
Category:
Innovation / Execution in IP & Product Design
Annual ID:
OS24_IP005G
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 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 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 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
Award:
2024 Public Relations Gold Pencil
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 Public Relations
Annual ID:
OS24_PR011G
Award:
2024 Experiential & Immersive Gold Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS24_EX013G
Award:
2024 Social Media Silver Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM023S
Award:
2024 Pharma Silver Pencil
Agency:
Grey Health NY
Client:
American Society of Clinical Oncology (ASCO)
Title:
The Most Beautiful Sound
Category:
Innovation / Execution in Pharma
Annual ID:
OS24_PH012S
Award:
2024 Design Silver Pencil
Agency:
IBM / Yorktown Heights + Map Project Office / London + Universal Design Studio / London + Goppion Technology / Milano
Client:
IBM
Title:
IBM Quantum System Two
Category:
Innovation / Execution in Design
Annual ID:
OS24_DE028S
Award:
2024 Out of Home Silver Pencil
Agency:
VML Australia + Honest Eggs Co. + AIRBAG
Client:
Honest Eggs Co.
Title:
FitChix
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH023S
Award:
2024 Out of Home Silver Pencil
Agency:
DAVID / Madrid + Netflix / Madrid + Wavemaker / Madrid + Sal Gorda / Madrid
Client:
Netflix
Title:
Georgina's Billboard Collection
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH024S
Award:
2024 Out of Home Silver Pencil
Agency:
DAVID / Madrid + Netflix / Paris
Client:
Netflix
Title:
Lupin on the Move
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH025S
Award:
2024 Radio & Audio-First Silver Pencil
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 Radio & Audio
Annual ID:
OS24_RA006S
Award:
2024 Creative Use of Technology Silver Pencil
Agency:
NORD DDB / Stockholm
Client:
Skoda
Title:
Dashboard Billboards
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT012S
Award:
2024 Design Silver Pencil
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 Design
Annual ID:
OS24_DE027S
Award:
2024 Interactive, Online & Mobile Silver Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / Madrid
Client:
Samsung
Title:
Unfear
Category:
Innovation / New Ideas in Interactive, Online, & Mobile
Annual ID:
OS24_IN015S
Award:
2024 IP & Product Design Silver Pencil
Agency:
Saatchi & Saatchi Ukraine / Kyiv
Client:
Kernel + Ministry of Foreign Affairs of Ukraine
Title:
The Minefields Honey Project
Category:
Innovation / Use of Media in IP & Product Design
Annual ID:
OS24_IP009S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS24_DM028S
Award:
2024 Interactive, Online & Mobile Silver Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Execution in Interactive, Online, & Mobile
Annual ID:
OS24_IN016S
Award:
2024 Health & Wellness Silver Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS24_HW018S
Award:
2024 Public Relations Silver Pencil
Agency:
VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client:
NHS Blood & Transplant
Title:
Waiting to Live
Category:
Innovation / New Ideas in Public Relations
Annual ID:
OS24_PR021S
Award:
2024 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB Inbev / Michelob ULTRA / New York + 456 Studios / New York
Client:
AB InBev, Michelob ULTRA
Title:
Dreamcaster
Category:
Innovation / Execution in Experiential & Immersive
Annual ID:
OS24_EX025S
Award:
2024 Film & Video Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Iconoclast + Final Cut + Electric Theatre Collective
Client:
Apple
Title:
AirPods - Quiet the Noise
Category:
Innovation / Execution in Film
Annual ID:
OS24_FI023S
Award:
2024 Branded Entertainment Silver Pencil
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 Branded Entertainment
Annual ID:
OS24_BE019S
Award:
2024 Branded Entertainment Silver Pencil
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 Branded Entertainment
Annual ID:
OS24_BE020S
Award:
2024 Radio & Audio-First Silver Pencil
Agency:
DDB Budapest
Client:
Cinego
Title:
The Impossible Campus
Category:
Innovation / Use of Media in Radio & Audio
Annual ID:
OS24_RA007S
Award:
2024 Social Media Bronze Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM042B
Award:
2024 Social Media Bronze Pencil
Agency:
FCB Canada / Toronto + Voilà / Toronto
Client:
Voila
Title:
Trending 2 Table
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM043B
Award:
2024 Out of Home Bronze Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Innovation / Execution in Out of Home
Annual ID:
OS24_OH046B
Award:
2024 Interactive, Online & Mobile Bronze Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Interactive, Online, & Mobile
Annual ID:
OS24_IN025B
Award:
2024 Film & Video Bronze Pencil
Agency:
Leo Burnett Chicago / Chicago + Visionworks / San Antonio + PXP Studios / Chicago
Client:
Visionworks
Title:
Bed Test
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI039B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
VML / New York
Client:
Oreo
Title:
OreoCodes
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS24_DM050B
Award:
2024 Out of Home Bronze Pencil
Agency:
BBDO / New York
Client:
WhatsApp
Title:
Privacy Swap
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS24_OH047B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
VML / New York + VML Argentina
Client:
Wendy's
Title:
Don't Delete Menu
Category:
Innovation / Use of Media in Technology
Annual ID:
OS24_CT024B
Award:
2024 Pharma Bronze Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Innovation / Use of Media in Pharma
Annual ID:
OS24_PH020B
Award:
2024 Creative Use of Data Bronze Pencil
Agency:
FCB / Chicago + 456 Studios / Chicago
Client:
Digital Public Library of America
Title:
Banned Book Club
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS24_CU013B
Award:
2024 Public Relations Bronze Pencil
Agency:
Edelman / Sydney + Barde Films / Jakarta
Client:
HP
Title:
STREETCODE
Category:
Innovation / Execution in Public Relations
Annual ID:
OS24_PR034B
