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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Award
Agency
Client
Title
Category
Annual ID
Pinterest Predicts
Agency: Pinterest House of Creative + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client: Pinterest Category: B2B Communications
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: B2B Communications
creatures in embroidery 刺绣中的动物。每一只你都惹不起
Agency: Qiong Xiong熊琼 / 北京 + Chengji Ma马成继 / 北京
Client: Huashan Literature and Art Publishing House花山文艺出版社 Category: Editorial / Books
The story of photo studio
Agency: T-Change Design Studio / Nanjing
Client: Shanghai People's Fine Arts Publishing House Category: Editorial / Books
Durian Durian
Agency: TEN BUTTONS / Guangzhou
Client: The First T-SEAsia Triennial 2021 Category: Editorial / Books
ShiQi's Calligraphy
Agency: Bai Fengkun / Beijing
Client: Beijing Times Chinese Press Category: Editorial / Books
Packed Full Of History
Agency: CHEP Network
Client: Samsung Australia Category: Promotional / Physical Items
Steal Artois
Agency: VML Chile / Santiago + ABInBev / Santiago + Clio / Santiago + Rebolucion / Santiago
Client: Stella Artois Category: Promotional / Physical Items
It's time to (re)boot
Agency: AKQA Bloom + Cego + Plant + Zebra
Client: (re)boot Category: Promotional / Physical Items
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Data Visualization / Static or Dynamic
Blood Aid
Agency: DM9 / Sao Paulo
Client: DASA Health Diagnostics Category: Data Visualization / Static or Dynamic
Space Trash Signs
Agency: SERVICEPLAN GERMANY / Munich
Client: Privateer Space, Inc. Category: Data Visualization / Static or Dynamic
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Data Visualization / Static or Dynamic
Listening to the Earth
Agency: AKQA Bloom + DaHouse Audio
Client: Planetary Guardians Category: Data Visualization / Static or Dynamic
Makeup Calligraphy
Agency: SHISEIDO CREATIVE / Tokyo
Client: Shiseido Creative Category: Typography / Static
SiriusXM x Howard University
Agency: Uncommon Creative Studio / London
Client: SiriusXM Category: Brand Partnerships
The Touch Annual Report
Agency: Cheil Hong Kong
Client: Orbis Hong Kong Category: Corporate Communications
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Promotional / Print Advertisements
Black Lights
Agency: AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client: Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA Category: Promotional / Booklets, Books & Brochures
TOJIRO KNIFE GALLERY TOKYO
Agency: KATATA YOSHIHITO DESIGN / NIIGATA + Tojiro Co., Ltd. / Tsubame + Suminoe Kogei Co., Ltd. / Osaka + bouillon inc. / Tokyo
Client: TOJIRO Co., Ltd. Category: Spatial Design / Architecture & Interior
The Intelligence Age
Agency: Accenture Song / New York + Builders Club / London + OpenAI / San Francisco
Client: OpenAI Category: Craft / Animation
Hus of FRAKTA
Agency: Mother / London + IKEA / London
Client: IKEA Category: Spatial Design / Experiential & Immersive
WINTER TAKES ON COLORS
Agency: DDB Warszawa
Client: McDonald’s Category: Spatial Design / Experiential & Immersive
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: Spatial Design / Experiential & Immersive
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Spatial Design / Experiential & Immersive
Hellmann's Club Classic
Agency: Ogilvy UK / London
Client: Hellmann’s Category: Packaging / Promotional
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Packaging / Promotional
Spring has Arrived
Agency: Fictionist Studio / KUALA LUMPUR
Client: atmos Malaysia Category: Packaging / Promotional
Five Seconds of Magic
Agency: CALLEN / Austin + Stoopid Buddy Stoodios
Client: Disney Category: Packaging / Promotional
SupportBelt
Agency: VML / Detroit
Client: Ford Motor Company Category: Innovation / New Ideas in Design
Copper Skin
Agency: VML / Bogotá
Client: Telefónica Movistar Category: Innovation / New Ideas in Design
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client: Samsung Spain Category: Innovation / New Ideas in Design
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Innovation / New Ideas in Design
Most Searched Playground: Paris 2024
Agency: Google / Mountain View
Client: Google Category: Digital Design
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Digital Design
Space Trash Signs
Agency: SERVICEPLAN GERMANY / Munich
Client: Privateer Space, Inc. Category: Digital Design
Tutu Academy
Agency: Design Army / Washington DC
Client: Hong Kong Ballet Category: Craft / Photography
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Hirate Kindergarten
Agency: 6D-K co.,Ltd / Tokyo + JAKUETS Inc. / Fukui
Client: Hirate Kindergarten Category: Spatial Design / Wayfinding
Kleenex Brand Typeface Design
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Typography / Typeface Design
Designed to Be Read, Built to Stand Out
Agency: Jones Knowles Ritchie + Studio Drama / London
Client: Mozilla Category: Typography / Typeface Design
Award:
2025 Design Merit Award
Agency:
Pinterest House of Creative + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client:
Pinterest
Title:
Pinterest Predicts
Category:
B2B Communications
Annual ID:
OS25_DE117M
Award:
2025 Design Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
B2B Communications
Annual ID:
OS25_DE118M
Award:
2025 Design Merit Award
Agency:
Qiong Xiong熊琼 / 北京 + Chengji Ma马成继 / 北京
Client:
Huashan Literature and Art Publishing House花山文艺出版社
Title:
creatures in embroidery 刺绣中的动物。每一只你都惹不起
Category:
Editorial / Books
Annual ID:
OS25_DE058M
Award:
2025 Design Merit Award
Agency:
T-Change Design Studio / Nanjing
Client:
Shanghai People's Fine Arts Publishing House
Title:
The story of photo studio
Category:
Editorial / Books
Annual ID:
OS25_DE059M
Award:
2025 Design Merit Award
Agency:
TEN BUTTONS / Guangzhou
Client:
The First T-SEAsia Triennial 2021
Title:
Durian Durian
Category:
Editorial / Books
Annual ID:
OS25_DE060M
Award:
2025 Design Merit Award
Agency:
Bai Fengkun / Beijing
Client:
Beijing Times Chinese Press
Title:
ShiQi's Calligraphy
Category:
Editorial / Books
Annual ID:
OS25_DE061M
Award:
2025 Design Merit Award
Agency:
Mint Design / Beijing
Client:
BIFT
Title:
Ritornello–BIFT 2024
Category:
Editorial / Books
Annual ID:
OS25_DE062M
Award:
2025 Design Merit Award
Agency:
LiaoDesign
Client:
KAN TAI-KEUNG DESIGN AWARD
Title:
KTK 2024
Category:
Posters / Single
Annual ID:
OS25_DE094M
Award:
2025 Design Merit Award
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Promotional / Physical Items
Annual ID:
OS25_DE071M
Award:
2025 Design Merit Award
Agency:
CHEP Network
Client:
Samsung Australia
Title:
Packed Full Of History
Category:
Promotional / Physical Items
Annual ID:
OS25_DE072M
Award:
2025 Design Merit Award
Agency:
VML Chile / Santiago + ABInBev / Santiago + Clio / Santiago + Rebolucion / Santiago
Client:
Stella Artois
Title:
Steal Artois
Category:
Promotional / Physical Items
Annual ID:
OS25_DE073M
Award:
2025 Design Merit Award
Agency:
AKQA Bloom + Cego + Plant + Zebra
Client:
(re)boot
Title:
It's time to (re)boot
Category:
Promotional / Physical Items
Annual ID:
OS25_DE074M
Award:
2025 Design Merit Award
Agency:
LePub / Milan
Client:
Heineken
Title:
The Boring Phone
Category:
Promotional / Physical Items
Annual ID:
OS25_DE075M
Award:
2025 Design Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS25_DE084M
Award:
2025 Design Merit Award
Agency:
DM9 / Sao Paulo
Client:
DASA Health Diagnostics
Title:
Blood Aid
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS25_DE085M
Award:
2025 Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Privateer Space, Inc.
Title:
Space Trash Signs
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS25_DE086M
Award:
2025 Design Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS25_DE087M
Award:
2025 Design Merit Award
Agency:
AKQA Bloom + DaHouse Audio
Client:
Planetary Guardians
Title:
Listening to the Earth
Category:
Data Visualization / Static or Dynamic
Annual ID:
OS25_DE088M
Award:
2025 Design Merit Award
Agency:
SHISEIDO CREATIVE / Tokyo
Client:
Shiseido Creative
Title:
Makeup Calligraphy
Category:
Typography / Static
Annual ID:
OS25_DE067M
Award:
2025 Design Merit Award
Agency:
Uncommon Creative Studio / London
Client:
SiriusXM
Title:
SiriusXM x Howard University
Category:
Brand Partnerships
Annual ID:
OS25_DE127M
Award:
2025 Design Merit Award
Agency:
Cheil Hong Kong
Client:
Orbis Hong Kong
Title:
The Touch Annual Report
Category:
Corporate Communications
Annual ID:
OS25_DE057M
Award:
2025 Design Merit Award
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Promotional / Print Advertisements
Annual ID:
OS25_DE069M
Award:
2025 Design Merit Award
Agency:
AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client:
Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA
Title:
Black Lights
Category:
Promotional / Booklets, Books & Brochures
Annual ID:
OS25_DE070M
Award:
2025 Design Merit Award
Agency:
KATATA YOSHIHITO DESIGN / NIIGATA + Tojiro Co., Ltd. / Tsubame + Suminoe Kogei Co., Ltd. / Osaka + bouillon inc. / Tokyo
Client:
TOJIRO Co., Ltd.
Title:
TOJIRO KNIFE GALLERY TOKYO
Category:
Spatial Design / Architecture & Interior
Annual ID:
OS25_DE112M
Award:
2025 Design Merit Award
Agency:
Hornet / New York + Apple
Client:
Apple
Title:
Evergreen
Category:
Craft / Animation
Annual ID:
OS25_DE143M
Award:
2025 Design Merit Award
Agency:
Accenture Song / New York + Builders Club / London + OpenAI / San Francisco
Client:
OpenAI
Title:
The Intelligence Age
Category:
Craft / Animation
Annual ID:
OS25_DE144M
Award:
2025 Design Merit Award
Agency:
Mother / London + IKEA / London
Client:
IKEA
Title:
Hus of FRAKTA
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE108M
Award:
2025 Design Merit Award
Agency:
DDB Warszawa
Client:
McDonald’s
Title:
WINTER TAKES ON COLORS
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE109M
Award:
2025 Design Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE110M
Award:
2025 Design Merit Award
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE111M
Award:
2025 Design Merit Award
Agency:
Ogilvy UK / London
Client:
Hellmann’s
Title:
Hellmann's Club Classic
Category:
Packaging / Promotional
Annual ID:
OS25_DE080M
Award:
2025 Design Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Packaging / Promotional
Annual ID:
OS25_DE081M
Award:
2025 Design Merit Award
Agency:
Fictionist Studio / KUALA LUMPUR
Client:
atmos Malaysia
Title:
Spring has Arrived
Category:
Packaging / Promotional
Annual ID:
OS25_DE082M
Award:
2025 Design Merit Award
Agency:
CALLEN / Austin + Stoopid Buddy Stoodios
Client:
Disney
Title:
Five Seconds of Magic
Category:
Packaging / Promotional
Annual ID:
OS25_DE083M
Award:
2025 Design Merit Award
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE145M
Award:
2025 Design Merit Award
Agency:
VML / Bogotá
Client:
Telefónica Movistar
Title:
Copper Skin
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE146M
Award:
2025 Design Merit Award
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE147M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE148M
Award:
2025 Design Merit Award
Agency:
Google / Mountain View
Client:
Google
Title:
Most Searched Playground: Paris 2024
Category:
Digital Design
Annual ID:
OS25_DE089M
Award:
2025 Design Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Digital Design
Annual ID:
OS25_DE090M
Award:
2025 Design Merit Award
Agency:
R/GA US
Client:
Google
Title:
Circle To Search
Category:
Digital Design
Annual ID:
OS25_DE091M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital Design
Annual ID:
OS25_DE092M
Award:
2025 Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Privateer Space, Inc.
Title:
Space Trash Signs
Category:
Digital Design
Annual ID:
OS25_DE093M
Award:
2025 Design Merit Award
Agency:
Design Army / Washington DC
Client:
Hong Kong Ballet
Title:
Tutu Academy
Category:
Craft / Photography
Annual ID:
OS25_DE137M
Award:
2025 Design Merit Award
Agency:
Ogilvy / Shanghai
Client:
Viagra
Title:
MAKE LOVE LAST
Category:
Craft / Photography
Annual ID:
OS25_DE138M
Award:
2025 Design Merit Award
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_DE139M
Award:
2025 Design Merit Award
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Photography
Annual ID:
OS25_DE140M
Award:
2025 Design Merit Award
Agency:
6D-K co.,Ltd / Tokyo + JAKUETS Inc. / Fukui
Client:
Hirate Kindergarten
Title:
Hirate Kindergarten
Category:
Spatial Design / Wayfinding
Annual ID:
OS25_DE113M
Award:
2025 Design Merit Award
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Typeface Design
Category:
Typography / Typeface Design
Annual ID:
OS25_DE065M
Award:
2025 Design Merit Award
Agency:
Jones Knowles Ritchie + Studio Drama / London
Client:
Mozilla
Title:
Designed to Be Read, Built to Stand Out
Category:
Typography / Typeface Design
Annual ID:
OS25_DE066M
