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
Filter
Award
Agency
Client
Title
Category
Annual ID
Snickers AI
Agency: T&Pm / London + Mars Wrigley + Helo
Client: Mars Category: Craft / Craft - Use of Technology - AI
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: Craft / Craft - Use of Technology - AI
The Game-Changing Announcement
Agency: adam&eveDDB / New York + adam&eveDDB / London + adam&eveStudios / London + Blinkink / London
Client: The International Paralympic Committee Category: Social Media for Good
Face of Courage
Agency: Dentsu Creative Manila / Makati City + Foundation for Media Alternatives + CreativeFitting + Sound Design Inc
Client: Foundation for Media Alternatives Category: Social Media for Good
Assume That I Can
Agency: SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client: Coordown Category: Social Media for Good
IN HER NAME
Agency: VML / Singapore + Unilever / Singapore + CUE GROUP / Shanghai + FOR THE RIGHT REASON / Amsterdam
Client: LUX Category: Social Media for Good
My Friend, Max Hate
Agency: Bensimon Byrne / Toronto
Client: White Ribbon Category: Social Media for Good
Reviews
Agency: Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client: Heinz Category: Social Media for Good
Bad Date Rebate
Agency: 72andSunny / Los Angeles
Client: Venmo | PayPal Category: Active Engagement / Call to Action
Finger Lickin' Open Endorsement
Agency: Courage Inc. / Toronto + KFC / Toronto
Client: KFC Category: Active Engagement / Call to Action
The Heaviest Jersey
Agency: LePub / São Paulo
Client: New Balance Category: Active Engagement / Call to Action
The Black Dog(s)
Agency: BETC / Paris
Client: Seconde Chance Category: Active Engagement / Call to Action
James Blunt Name Change
Agency: Atlantic Records / London + Interland Music / London
Client: Atlantic Records Category: Active Engagement / Call to Action
The Haunted Marketplace
Agency: Mojo Supermarket / New York + Creative X, Meta
Client: Meta / Facebook Category: Commerce
Back to Discount
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Aldi France Category: Commerce
THE MISSING REVIEW
Agency: Republica Havas / Miami
Client: AMIGOS FOR KIDS Category: Innovation / Execution in Social Media
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Use of Humor
Mayo Haters
Agency: GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client: NotCo Kraft Heinz Category: Use of Humor
Sleep with Rain
Agency: West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client: AT&T Business Category: Use of Humor
The Princess and The Crown
Agency: Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client: Unilever - Seda (Sunsilk) Category: Brand Partnerships
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Brand Partnerships
Oreo Empire
Agency: Dentsu Creative / Chicago
Client: Mondelēz International / Oreo Category: Brand Partnerships
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Brand Partnerships
The Wardrobe Refresh Hotline
Agency: TBWA\Chiat\Day NY / New York + Henkel / Stamford CT
Client: Henkel Category: Livestream
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Livestream
Coors Light Coors Light
Agency: Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client: Molson Coors Beverage Company Category: Social Post / Real-time Response
For Every Slice of Sun
Agency: DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client: Corona Category: Social Post / Real-time Response
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Influencer Marketing / Single Channel
Bad Date Rebate
Agency: 72andSunny / Los Angeles
Client: Venmo | PayPal Category: Influencer Marketing / Single Channel
The Game-Changing Announcement
Agency: adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client: The International Paralympic Committee Category: Influencer Marketing / Single Channel
Not Not a Big Mac
Agency: Wieden+Kennedy / New York + Golin / Chicago
Client: McDonald's Category: Influencer Marketing / Single Channel
Hennessy x LeBron
Agency: Wieden+Kennedy / Amsterdam + La Pac
Client: Hennessy Category: Influencer Marketing / Single Channel
U up?
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Innovation / Use of Media in Social Media
TikTok University
Agency: Bob the Robot / NoA / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client: Haaga-Helia University of Applied Sciences Category: Innovation / Use of Media in Social Media
mio Streaming Energy
Agency: The Kitchen North America + Kraft Heinz
Client: Kraft Heinz / Mio Category: Innovation / Use of Media in Social Media
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Innovation / New Ideas in Social Media
Trolled By Rock N Roll
Agency: Ogilvy / Chicago + Workday / Pleasanton
Client: Workday Category: Influencer Marketing / Use of Celebrity
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Influencer Marketing / Use of Celebrity
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Influencer Marketing / Use of Celebrity
Sleep With Rain
Agency: West BBDO / Los Angeles + AT&T + Critical Mass / Calgary + Smuggler
Client: AT&T Business Category: Influencer Marketing / Use of Celebrity
Oreo Empire
Agency: Dentsu Creative / Chicago
Client: Mondelēz International / Oreo Category: Influencer Marketing / Use of Celebrity
Don't Drink & Dive
Agency: Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client: Malibu Category: Influencer Marketing / Use of Celebrity
Award:
2025 Social Media Merit Award
Agency:
T&Pm / London + Mars Wrigley + Helo
Client:
Mars
Title:
Snickers AI
Category:
Craft / Craft - Use of Technology - AI
Annual ID:
OS25_SM092M
Award:
2025 Social Media Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
Craft / Craft - Use of Technology - AI
Annual ID:
OS25_SM093M
Award:
2025 Social Media Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_SM040M
Award:
2025 Social Media Merit Award
Agency:
adam&eveDDB / New York + adam&eveDDB / London + adam&eveStudios / London + Blinkink / London
Client:
The International Paralympic Committee
Title:
The Game-Changing Announcement
Category:
Social Media for Good
Annual ID:
OS25_SM078M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative Manila / Makati City + Foundation for Media Alternatives + CreativeFitting + Sound Design Inc
Client:
Foundation for Media Alternatives
Title:
Face of Courage
Category:
Social Media for Good
Annual ID:
OS25_SM079M
Award:
2025 Social Media Merit Award
Agency:
SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client:
Coordown
Title:
Assume That I Can
Category:
Social Media for Good
Annual ID:
OS25_SM080M
Award:
2025 Social Media Merit Award
Agency:
VML / Singapore + Unilever / Singapore + CUE GROUP / Shanghai + FOR THE RIGHT REASON / Amsterdam
Client:
LUX
Title:
IN HER NAME
Category:
Social Media for Good
Annual ID:
OS25_SM081M
Award:
2025 Social Media Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
My Friend, Max Hate
Category:
Social Media for Good
Annual ID:
OS25_SM082M
Award:
2025 Social Media Merit Award
Agency:
Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client:
Heinz
Title:
Reviews
Category:
Social Media for Good
Annual ID:
OS25_SM083M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM041M
Award:
2025 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Venmo | PayPal
Title:
Bad Date Rebate
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM042M
Award:
2025 Social Media Merit Award
Agency:
Courage Inc. / Toronto + KFC / Toronto
Client:
KFC
Title:
Finger Lickin' Open Endorsement
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM043M
Award:
2025 Social Media Merit Award
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM044M
Award:
2025 Social Media Merit Award
Agency:
BETC / Paris
Client:
Seconde Chance
Title:
The Black Dog(s)
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM045M
Award:
2025 Social Media Merit Award
Agency:
Atlantic Records / London + Interland Music / London
Client:
Atlantic Records
Title:
James Blunt Name Change
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM046M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Commerce
Annual ID:
OS25_SM074M
Award:
2025 Social Media Merit Award
Agency:
Mojo Supermarket / New York + Creative X, Meta
Client:
Meta / Facebook
Title:
The Haunted Marketplace
Category:
Commerce
Annual ID:
OS25_SM075M
Award:
2025 Social Media Merit Award
Agency:
VML / Dubai
Client:
HungerStation
Title:
The Social Feed
Category:
Commerce
Annual ID:
OS25_SM076M
Award:
2025 Social Media Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Aldi France
Title:
Back to Discount
Category:
Commerce
Annual ID:
OS25_SM077M
Award:
2025 Social Media Merit Award
Agency:
Republica Havas / Miami
Client:
AMIGOS FOR KIDS
Title:
THE MISSING REVIEW
Category:
Innovation / Execution in Social Media
Annual ID:
OS25_SM095M
Award:
2025 Social Media Merit Award
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Use of Humor
Annual ID:
OS25_SM089M
Award:
2025 Social Media Merit Award
Agency:
GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client:
NotCo Kraft Heinz
Title:
Mayo Haters
Category:
Use of Humor
Annual ID:
OS25_SM090M
Award:
2025 Social Media Merit Award
Agency:
West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client:
AT&T Business
Title:
Sleep with Rain
Category:
Use of Humor
Annual ID:
OS25_SM091M
Award:
2025 Social Media Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_SM084M
Award:
2025 Social Media Merit Award
Agency:
Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client:
Unilever - Seda (Sunsilk)
Title:
The Princess and The Crown
Category:
Brand Partnerships
Annual ID:
OS25_SM085M
Award:
2025 Social Media Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Brand Partnerships
Annual ID:
OS25_SM086M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative / Chicago
Client:
Mondelēz International / Oreo
Title:
Oreo Empire
Category:
Brand Partnerships
Annual ID:
OS25_SM087M
Award:
2025 Social Media Merit Award
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Brand Partnerships
Annual ID:
OS25_SM088M
Award:
2025 Social Media Merit Award
Agency:
TBWA\Chiat\Day NY / New York + Henkel / Stamford CT
Client:
Henkel
Title:
The Wardrobe Refresh Hotline
Category:
Livestream
Annual ID:
OS25_SM038M
Award:
2025 Social Media Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Livestream
Annual ID:
OS25_SM039M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client:
Molson Coors Beverage Company
Title:
Coors Light Coors Light
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM036M
Award:
2025 Social Media Merit Award
Agency:
DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client:
Corona
Title:
For Every Slice of Sun
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM037M
Award:
2025 Social Media Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM062M
Award:
2025 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Venmo | PayPal
Title:
Bad Date Rebate
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM063M
Award:
2025 Social Media Merit Award
Agency:
adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client:
The International Paralympic Committee
Title:
The Game-Changing Announcement
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM064M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / New York + Golin / Chicago
Client:
McDonald's
Title:
Not Not a Big Mac
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM065M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / Amsterdam + La Pac
Client:
Hennessy
Title:
Hennessy x LeBron
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM066M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM096M
Award:
2025 Social Media Merit Award
Agency:
Bob the Robot / NoA / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client:
Haaga-Helia University of Applied Sciences
Title:
TikTok University
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM097M
Award:
2025 Social Media Merit Award
Agency:
The Kitchen North America + Kraft Heinz
Client:
Kraft Heinz / Mio
Title:
mio Streaming Energy
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM098M
Award:
2025 Social Media Merit Award
Agency:
Apple Marcom
Client:
Apple
Title:
When football ends, fútbol begins
Category:
Social Post / Single
Annual ID:
OS25_SM034M
Award:
2025 Social Media Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Innovation / New Ideas in Social Media
Annual ID:
OS25_SM094M
Award:
2025 Social Media Merit Award
Agency:
Ogilvy / Chicago + Workday / Pleasanton
Client:
Workday
Title:
Trolled By Rock N Roll
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM068M
Award:
2025 Social Media Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM069M
Award:
2025 Social Media Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM070M
Award:
2025 Social Media Merit Award
Agency:
West BBDO / Los Angeles + AT&T + Critical Mass / Calgary + Smuggler
Client:
AT&T Business
Title:
Sleep With Rain
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM071M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative / Chicago
Client:
Mondelēz International / Oreo
Title:
Oreo Empire
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM072M