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
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
The Cost of Beauty
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: User-Generated Content (UGC)
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
The Wedding That Fans Built
Agency: Leo Burnett Australia / Sydney + Diageo / Bundaberg Rum / Sydney + Herd MSL / Sydney + PXP Studios / Sydney
Client: Diageo / Bundaberg Rum Category: User-Generated Content (UGC)
#BatardDonneur
Agency: WE ARE SOCIAL / Paris
Client: Bâtard magazine Category: User-Generated Content (UGC)
DIRECTED BY TIKTOK
Agency: HEREZIE / Paris + PRIME VIDEO / Paris
Client: PRIME VIDEO Category: User-Generated Content (UGC)
Mission: Whopper
Agency: DAVID / São Paulo
Client: Burger King Category: User-Generated Content (UGC)
OLD BAY Goldfish - Turning Heartbreak Into a Hit
Agency: Saatchi & Saatchi + Campbell Snacks + Spark Foundry + Zeno Group
Client: Goldfish Category: User-Generated Content (UGC)
The Cost of Beauty
Agency: Ogilvy UK / London + Ogilvy / Toronto
Client: Dove Category: User-Generated Content (UGC)
Award:
2024 Film & Video Gold Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_FI006G
Award:
2024 Social Media Gold Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM003G
Award:
2024 Film & Video Bronze Pencil
Agency:
Ogilvy UK / London + Ogilvy / Toronto
Client:
Dove
Title:
The Cost of Beauty
Category:
User-Generated Content (UGC)
Annual ID:
OS24_FI036B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_CT019B
Award:
2024 Social Media Bronze Pencil
Agency:
Leo Burnett Australia / Sydney + Diageo / Bundaberg Rum / Sydney + Herd MSL / Sydney + PXP Studios / Sydney
Client:
Diageo / Bundaberg Rum
Title:
The Wedding That Fans Built
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM030B
Award:
2024 Social Media Merit Award
Agency:
WE ARE SOCIAL / Paris
Client:
Bâtard magazine
Title:
#BatardDonneur
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM070M
Award:
2024 Social Media Merit Award
Agency:
HEREZIE / Paris + PRIME VIDEO / Paris
Client:
PRIME VIDEO
Title:
DIRECTED BY TIKTOK
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM071M
Award:
2024 Social Media Merit Award
Agency:
DAVID / São Paulo
Client:
Burger King
Title:
Mission: Whopper
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM072M
Award:
2024 Social Media Merit Award
Agency:
Saatchi & Saatchi + Campbell Snacks + Spark Foundry + Zeno Group
Client:
Goldfish
Title:
OLD BAY Goldfish - Turning Heartbreak Into a Hit
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM073M