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.
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Agency
Client
Title
Category
Annual ID
Where to Settle
Agency: McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client: Mastercard Category: Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Not Just Stockholm Film Festival
Agency: Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client: Stockholm International Film Festival Category: Low Budget
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Radio & Audio
Moments
Agency: Stendahls / Gothenburg + New Land / Stockholm
Client: Volvo Cars Category: Cinematography / Single
Reprinting Nica
Agency: Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client: La Prensa Newspaper Category: Newspaper / Single
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Public Relations
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Tenthree / London + Smuggler / London
Client: Essity /Bodyform Category: Film & Video
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Film & Video
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Film & Video
Opera
Agency: Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client: Royal Ontario Museum (ROM) Category: Visual Effects / Single
Hey Jude
Agency: Johannes Leonardo / New York + Spindle / London + Blacksmith / New York + Barking Owl / New York
Client: adidas Category: Use of Licensed Music
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Creative Effectiveness / Tourism / Travel / Transportation
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Events / Hybrid
The Rarest Stars Shine Brightest
Agency: ALTO NY / New York + Montefiore Einstein / New York + Biscuit Filmworks + Truform Media
Client: Montefiore Einstein Category: Craft / Art Direction
Magnificent
Agency: The Nine / Shanghai
Client: Yotkan Ancient City in Xinjiang, China Category: Craft / Photography
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Brand Partnerships
What the fast!
Agency: Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client: Krungsri Frist Choice Category: Low Budget
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Recycle Me
Agency: Ogilvy / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Series
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Brand Partnerships
Rice of Glory
Agency: Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client: Super Extra Category: Commerce
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential & Immersive for Good
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Experiential & Immersive for Good
If you're into it, it's in the V&A
Agency: adam&eveDDB / London + Victoria & Albert Museum
Client: Victoria & Albert Museum Category: Physical Items
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Entertainment for Good
Better on a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Biscuit Filmworks / Los Angeles
Client: Telstra Category: Writing / Series
Blip: Lightyears From Home
Agency: Sonar Music / Sydney
Client: Hospitals United For Sick Kids (HUSK) Category: Original Music / Score - Long Form
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Public Relations for Good
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Online Community Platform
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Print
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Film & Video for Good
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Custom Content
The Call Back Service
Agency: Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client: DB Breweries Category: Custom Content
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Active Engagement / Call to Action
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Integrated / Omnichannel Campaign
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Craft / Writing
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client:
Mastercard
Title:
Where to Settle
Category:
Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Annual ID:
OS25_CE005S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client:
Stockholm International Film Festival
Title:
Not Just Stockholm Film Festival
Category:
Low Budget
Annual ID:
OS25_BE016S
Award:
2025 Pharma Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Radio & Audio
Annual ID:
OS25_PH005S
Award:
2025 Social Media Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Stunts & Activations
Annual ID:
OS25_SM014S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Stendahls / Gothenburg + New Land / Stockholm
Client:
Volvo Cars
Title:
Moments
Category:
Cinematography / Single
Annual ID:
OS25_MI020S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client:
La Prensa Newspaper
Title:
Reprinting Nica
Category:
Newspaper / Single
Annual ID:
OS25_PT007S
Award:
2025 Public Relations Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR015S
Award:
2025 Health & Wellness Silver Pencil
Agency:
AMVBBDO / London + Framestore / London + Tenthree / London + Smuggler / London
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Film & Video
Annual ID:
OS25_HW011S
Award:
2025 Health & Wellness Silver Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Film & Video
Annual ID:
OS25_HW012S
Award:
2025 Health & Wellness Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Film & Video
Annual ID:
OS25_HW013S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client:
Royal Ontario Museum (ROM)
Title:
Opera
Category:
Visual Effects / Single
Annual ID:
OS25_MI022S
Award:
2025 Music & Sound Craft Silver Pencil
Agency:
Johannes Leonardo / New York + Spindle / London + Blacksmith / New York + Barking Owl / New York
Client:
adidas
Title:
Hey Jude
Category:
Use of Licensed Music
Annual ID:
OS25_MS008S
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client:
Airbnb
Title:
Icons
Category:
Creative Effectiveness / Tourism / Travel / Transportation
Annual ID:
OS25_CE008S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Events / Hybrid
Annual ID:
OS25_EX008S
Award:
2025 Health & Wellness Silver Pencil
Agency:
ALTO NY / New York + Montefiore Einstein / New York + Biscuit Filmworks + Truform Media
Client:
Montefiore Einstein
Title:
The Rarest Stars Shine Brightest
Category:
Craft / Art Direction
Annual ID:
OS25_HW016S
Award:
2025 Print & Promotional Silver Pencil
Agency:
The Nine / Shanghai
Client:
Yotkan Ancient City in Xinjiang, China
Title:
Magnificent
Category:
Craft / Photography
Annual ID:
OS25_PT015S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Brand Partnerships
Annual ID:
OS25_DM023S
Award:
2025 Film & Video Silver Pencil
Agency:
Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client:
Krungsri Frist Choice
Title:
What the fast!
Category:
Low Budget
Annual ID:
OS25_FI012S
Award:
2025 Out of Home Silver Pencil
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
Windows
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH013S
Award:
2025 Out of Home Silver Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH014S
Award:
2025 Cultural Driver Silver Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Multicultural Impact
Annual ID:
OS25_CD004S
Award:
2025 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Packaging / Mass-market
Annual ID:
OS25_DE014S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_IN014S
Award:
2025 Health & Wellness Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_HW010S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Brand Partnerships
Annual ID:
OS25_BS012S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Art Direction
Annual ID:
OS25_PT012S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Art Direction
Annual ID:
OS25_PT013S
Award:
2025 Print & Promotional Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Craft / Art Direction
Annual ID:
OS25_PT014S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Commerce
Annual ID:
OS25_EX010S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client:
Super Extra
Title:
Rice of Glory
Category:
Commerce
Annual ID:
OS25_EX011S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX012S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX013S
Award:
2025 Direct Marketing Silver Pencil
Agency:
adam&eveDDB / London + Victoria & Albert Museum
Client:
Victoria & Albert Museum
Title:
If you're into it, it's in the V&A
Category:
Physical Items
Annual ID:
OS25_DM012S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE017S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Biscuit Filmworks / Los Angeles
Client:
Telstra
Title:
Better on a Better Mobile Network
Category:
Writing / Series
Annual ID:
OS25_MI018S
Award:
2025 Out of Home Silver Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Posters / Series
Annual ID:
OS25_OH012S
Award:
2025 Music & Sound Craft Silver Pencil
Agency:
Sonar Music / Sydney
Client:
Hospitals United For Sick Kids (HUSK)
Title:
Blip: Lightyears From Home
Category:
Original Music / Score - Long Form
Annual ID:
OS25_MS012S
Award:
2025 Public Relations Silver Pencil
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Public Relations for Good
Annual ID:
OS25_PR011S
Award:
2025 Public Relations Silver Pencil
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Public Relations for Good
Annual ID:
OS25_PR012S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Online Community Platform
Annual ID:
OS25_IN010S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Online Community Platform
Annual ID:
OS25_IN011S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Print
Annual ID:
OS25_BS007S
Award:
2025 Film & Video Silver Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Film & Video for Good
Annual ID:
OS25_FI014S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_CT008S
Award:
2025 Direct Marketing Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Product Packaging
Annual ID:
OS25_DM013S
Award:
2025 Radio & Audio-First Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Custom Content
Annual ID:
OS25_RA004S
Award:
2025 Radio & Audio-First Silver Pencil
Agency:
Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client:
DB Breweries
Title:
The Call Back Service
Category:
Custom Content
Annual ID:
OS25_RA005S
Award:
2025 Social Media Silver Pencil
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM013S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_BS011S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Craft / Writing
Annual ID:
OS25_IN019S
