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 Frontline of Freedom
Agency: FCB / London
Client: HM Government Category: User-Generated Content (UGC)
More Popular Than
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: B2B Communications
Refugee Olympic Team
Agency: Wieden+Kennedy / Amsterdam + 100%
Client: Nike Category: TV, VOD, & Online / Varying Length Series
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: TV, VOD, & Online / Varying Length Series
MAKE LOVE LAST
Agency: Ogilvy / Shanghai
Client: Viagra Category: TV, VOD, & Online / 31-60 Seconds - Series
Crypto Isn't For You. Until It Is.
Agency: Coinbase Creative Studio + Smuggler + Cabin
Client: Coinbase Category: TV, VOD, & Online / 31-60 Seconds - Series
Fight for Thais' Gut : Health Scams
Agency: Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client: Dutchie Category: TV, VOD, & Online / 31-60 Seconds - Series
There's more to imagine when you listen
Agency: Fold7 / London + 750mph / London + Electric Theatre Collective / London + Partizan / London
Client: Audible Category: TV, VOD, & Online / 31-60 Seconds - Series
The End of the Weeknd
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + Cadence Films
Client: Apple Category: Innovation / Use of Media in Film
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Use of Media in Film
THE LAST TRIP LA UNION NEWSPAPER
Agency: Grey México / Mexico City
Client: ARTICULO 19 Category: Use of Drama
FER
Agency: ( anónimo ) / Ciudad de México + CATATONIA / Mexico City + ( anónimo ) / Bogotá D.C.
Client: Save the children Category: Use of Drama
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Use of Drama
How do you sleep at night?
Agency: Fallon
Client: Mattress Firm Category: TV, VOD, & Online / 30 Seconds and Under - Series
Your Door to More - 15s Series
Agency: Hard Work Club / Toronto + Stitch Editing / London + Untold Studios Limited / London + OPC / Toronto
Client: DoorDash Canada Category: TV, VOD, & Online / 30 Seconds and Under - Series
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: TV, VOD, & Online / 30 Seconds and Under - Series
Winning Isn't Comfortable
Agency: Wieden+Kennedy / Portland + Nike / Beaverton + Joint Editorial / Portland + ICONOCLAST
Client: Nike Running Category: TV, VOD, & Online / 30 Seconds and Under - Series
The full picture
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: yeswecan!cer Category: TV, VOD, & Online / 30 Seconds and Under - Series
Free for Everyone
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: TV, VOD, & Online / 30 Seconds and Under - Series
Dr. Rick
Agency: Arnold Worldwide / Boston + Progressive Insurance / Cleveland
Client: Progressive Insurance Category: TV, VOD, & Online / 30 Seconds and Under - Series
10 Seconds
Agency: BUZZMAN / PARIS + Wero
Client: Wero Category: TV, VOD, & Online / 30 Seconds and Under - Series
The Moment I Knew
Agency: Birthday / Brooklyn
Client: Hinge Category: TV, VOD, & Online / 30 Seconds and Under - Series
More Popular Than Popular Things
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: TV, VOD, & Online / 30 Seconds and Under - Series
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: TV, VOD, & Online / 61-90 Seconds - Single
SleepBound
Agency: Dentsu Creative Taiwan / Taipei + DJ FILM PRODUCTION / Taipei
Client: HeySong - Wincafe Category: TV, VOD, & Online / 61-90 Seconds - Single
Brian Cox Goes to College
Agency: Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client: Uber One Category: Cinema Advertising
The First Speech
Agency: INNOCEAN / Berlin + Reporters Without Borders Germany / Berlin + Stink Berlin / Berlin
Client: Reporters Without Borders Category: Cinema Advertising
FER
Agency: ( anónimo ) / Ciudad de México + CATATONIA / Mexico City + ( anónimo ) / Bogotá D.C.
Client: Save the children Category: Cinema Advertising
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Cinema Advertising
Award:
2025 Film & Video Merit Award
Agency:
Havas / New York
Client:
Mike's Amazing
Title:
Never Order Diner Tilapia
Category:
Use of Humor
Annual ID:
OS25_FI120M
Award:
2025 Film & Video Merit Award
Agency:
NOMINT / London
Client:
WWF
Title:
In Hot Water
Category:
Innovation / Execution in Film
Annual ID:
OS25_FI127M
Award:
2025 Film & Video Merit Award
Agency:
FCB / London
Client:
HM Government
Title:
The Frontline of Freedom
Category:
User-Generated Content (UGC)
Annual ID:
OS25_FI098M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
More Popular Than
Category:
B2B Communications
Annual ID:
OS25_FI099M
Award:
2025 Film & Video Merit Award
Agency:
Wieden+Kennedy / Amsterdam + 100%
Client:
Nike
Title:
Refugee Olympic Team
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI088M
Award:
2025 Film & Video Merit Award
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI089M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Shanghai
Client:
Viagra
Title:
MAKE LOVE LAST
Category:
TV, VOD, & Online / 31-60 Seconds - Series
Annual ID:
OS25_FI061M
Award:
2025 Film & Video Merit Award
Agency:
Coinbase Creative Studio + Smuggler + Cabin
Client:
Coinbase
Title:
Crypto Isn't For You. Until It Is.
Category:
TV, VOD, & Online / 31-60 Seconds - Series
Annual ID:
OS25_FI062M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client:
Dutchie
Title:
Fight for Thais' Gut : Health Scams
Category:
TV, VOD, & Online / 31-60 Seconds - Series
Annual ID:
OS25_FI063M
Award:
2025 Film & Video Merit Award
Agency:
Fold7 / London + 750mph / London + Electric Theatre Collective / London + Partizan / London
Client:
Audible
Title:
There's more to imagine when you listen
Category:
TV, VOD, & Online / 31-60 Seconds - Series
Annual ID:
OS25_FI064M
Award:
2025 Film & Video Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + Cadence Films
Client:
Apple
Title:
The End of the Weeknd
Category:
Innovation / Use of Media in Film
Annual ID:
OS25_FI128M
Award:
2025 Film & Video Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Use of Media in Film
Annual ID:
OS25_FI129M
Award:
2025 Film & Video Merit Award
Agency:
Grey México / Mexico City
Client:
ARTICULO 19
Title:
THE LAST TRIP LA UNION NEWSPAPER
Category:
Use of Drama
Annual ID:
OS25_FI121M
Award:
2025 Film & Video Merit Award
Agency:
( anónimo ) / Ciudad de México + CATATONIA / Mexico City + ( anónimo ) / Bogotá D.C.
Client:
Save the children
Title:
FER
Category:
Use of Drama
Annual ID:
OS25_FI122M
Award:
2025 Film & Video Merit Award
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Use of Drama
Annual ID:
OS25_FI123M
Award:
2025 Film & Video Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
My Friend, Max Hate
Category:
Use of Drama
Annual ID:
OS25_FI124M
Award:
2025 Film & Video Merit Award
Agency:
Fallon
Client:
Mattress Firm
Title:
How do you sleep at night?
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI050M
Award:
2025 Film & Video Merit Award
Agency:
Hard Work Club / Toronto + Stitch Editing / London + Untold Studios Limited / London + OPC / Toronto
Client:
DoorDash Canada
Title:
Your Door to More - 15s Series
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI051M
Award:
2025 Film & Video Merit Award
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI052M
Award:
2025 Film & Video Merit Award
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton + Joint Editorial / Portland + ICONOCLAST
Client:
Nike Running
Title:
Winning Isn't Comfortable
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI053M
Award:
2025 Film & Video Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
yeswecan!cer
Title:
The full picture
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI054M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
Free for Everyone
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI055M
Award:
2025 Film & Video Merit Award
Agency:
Arnold Worldwide / Boston + Progressive Insurance / Cleveland
Client:
Progressive Insurance
Title:
Dr. Rick
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI056M
Award:
2025 Film & Video Merit Award
Agency:
BUZZMAN / PARIS + Wero
Client:
Wero
Title:
10 Seconds
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI057M
Award:
2025 Film & Video Merit Award
Agency:
Birthday / Brooklyn
Client:
Hinge
Title:
The Moment I Knew
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI058M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
More Popular Than Popular Things
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI059M
Award:
2025 Film & Video Merit Award
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
TV, VOD, & Online / 61-90 Seconds - Single
Annual ID:
OS25_FI065M
Award:
2025 Film & Video Merit Award
Agency:
Dentsu Creative Taiwan / Taipei + DJ FILM PRODUCTION / Taipei
Client:
HeySong - Wincafe
Title:
SleepBound
Category:
TV, VOD, & Online / 61-90 Seconds - Single
Annual ID:
OS25_FI066M
Award:
2025 Film & Video Merit Award
Agency:
Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client:
Uber One
Title:
Brian Cox Goes to College
Category:
Cinema Advertising
Annual ID:
OS25_FI090M
Award:
2025 Film & Video Merit Award
Agency:
INNOCEAN / Berlin + Reporters Without Borders Germany / Berlin + Stink Berlin / Berlin
Client:
Reporters Without Borders
Title:
The First Speech
Category:
Cinema Advertising
Annual ID:
OS25_FI091M
Award:
2025 Film & Video Merit Award
Agency:
( anónimo ) / Ciudad de México + CATATONIA / Mexico City + ( anónimo ) / Bogotá D.C.
Client:
Save the children
Title:
FER
Category:
Cinema Advertising
Annual ID:
OS25_FI092M