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
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Mission Talita
Agency: Åkestam Holst NoA / Stockholm
Client: Talita Category: Guerilla / Game Modification
Square Cookie
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: Oreo Category: Use of Gaming as a Tool
Flying Guardians
Agency: AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client: Planet Labs PBC & Greenpeace Category: Use of Gaming as a Tool
First Drive
Agency: VML / Madrid + Ford Motor Company + Hogarth
Client: Ford Category: Use of Gaming as a Tool
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Use of Gaming as a Tool
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Innovation / New Ideas in Gaming
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Innovation / New Ideas in Gaming
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Game
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Sound Design
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Gaming for Good
Flying Guardians
Agency: AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client: Planet Labs PBC & Greenpeace Category: Gaming for Good
The Replacer
Agency: 72andSunny / Los Angeles
Client: Call of Duty | Activision Category: Game Marketing
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Streaming and Influencer
Clash of Commuters
Agency: CHEP Network + Revolver
Client: Samsung Australia Category: Mobile Gaming
Award:
2025 Gaming Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_GA015M
Award:
2025 Gaming Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Talita
Title:
Mission Talita
Category:
Guerilla / Game Modification
Annual ID:
OS25_GA021M
Award:
2025 Gaming Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
Oreo
Title:
Square Cookie
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA016M
Award:
2025 Gaming Merit Award
Agency:
AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client:
Planet Labs PBC & Greenpeace
Title:
Flying Guardians
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA017M
Award:
2025 Gaming Merit Award
Agency:
VML / Madrid + Ford Motor Company + Hogarth
Client:
Ford
Title:
First Drive
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA018M
Award:
2025 Gaming Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA019M
Award:
2025 Gaming Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA026M
Award:
2025 Gaming Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA027M
Award:
2025 Gaming Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Game
Annual ID:
OS25_GA012M
Award:
2025 Gaming Merit Award
Agency:
Edelman / London
Client:
Dove/Unilever
Title:
Code My Crown
Category:
B2B Communications
Annual ID:
OS25_GA022M
Award:
2025 Gaming Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Craft / Sound Design
Annual ID:
OS25_GA025M
Award:
2025 Gaming Merit Award
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Gaming for Good
Annual ID:
OS25_GA023M
Award:
2025 Gaming Merit Award
Agency:
AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client:
Planet Labs PBC & Greenpeace
Title:
Flying Guardians
Category:
Gaming for Good
Annual ID:
OS25_GA024M
Award:
2025 Gaming Merit Award
Agency:
72andSunny / Los Angeles
Client:
Call of Duty | Activision
Title:
The Replacer
Category:
Game Marketing
Annual ID:
OS25_GA020M
Award:
2025 Gaming Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Streaming and Influencer
Annual ID:
OS25_GA014M