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
There's a beer for you
Agency: Joe Public
Client: AB InBev / Hansa Pilsener Category: Broadcast / Series
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Custom Content
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Custom Content
The Vluit Project
Agency: Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client: AfriSam Category: Custom Content
Breathe Through It
Agency: DAVID / Madrid + Mondelez / Zürich + Hogarth / Madrid + Pickle Music / Madrid
Client: Mondelez Category: Craft / Writing - Series
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Craft / Writing - Series
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Craft / Writing - Series
Hammerless
Agency: DAVID / New York + Supercell / Helsinki + Duotone Audio Group / New York + Digital Banana Studio / Paris
Client: Supercell Category: Online / Branded Podcast
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Craft / Casting
Rock DNA
Agency: AlmapBBDO / Sao Paulo + Acaca / Sao Paulo + Punch Audio / Sao Paulo + 20DASH / Sao Paulo
Client: Billboard Category: Experiential Radio & Audio
Sound Scales
Agency: VML UK / London + VML / New York
Client: Diageo / Baileys Category: Experiential Radio & Audio
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Experiential Radio & Audio
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Experiential Radio & Audio
Missed Birthdays
Agency: adam&eveDDB / London + CALM + ITV
Client: CALM x ITV Category: Experiential Radio & Audio
The Call Back Service
Agency: Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client: DB Breweries Category: Experiential Radio & Audio
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Radio & Audio for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Radio & Audio for Good
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Radio & Audio for Good
Call Glenn
Agency: VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client: Child Focus Category: Radio & Audio for Good
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Radio & Audio
Could it be this easy?
Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client: Sandoz Deutschland / Hexal AG Category: Use of Humor
How to Feed Your Human: Emotional Support Humans
Agency: Leo / Chicago
Client: Special K Category: Use of Humor
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Innovation / New Ideas in Radio & Audio
The Future Fan Stage
Agency: NORD DDB / Stockholm + Way Out West / Stockholm + DDB House Agency / Stockholm + Love Hultén / Stockholm
Client: Way Out West Category: Innovation / New Ideas in Radio & Audio
Award:
2025 Radio & Audio-First Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Music
Annual ID:
OS25_RA042M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Joe Public
Client:
AB InBev / Hansa Pilsener
Title:
There's a beer for you
Category:
Broadcast / Series
Annual ID:
OS25_RA019M
Award:
2025 Radio & Audio-First Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Custom Content
Annual ID:
OS25_RA021M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Custom Content
Annual ID:
OS25_RA022M
Award:
2025 Radio & Audio-First Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Custom Content
Annual ID:
OS25_RA023M
Award:
2025 Radio & Audio-First Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Custom Content
Annual ID:
OS25_RA024M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client:
AfriSam
Title:
The Vluit Project
Category:
Custom Content
Annual ID:
OS25_RA025M
Award:
2025 Radio & Audio-First Merit Award
Agency:
DAVID / Madrid + Mondelez / Zürich + Hogarth / Madrid + Pickle Music / Madrid
Client:
Mondelez
Title:
Breathe Through It
Category:
Craft / Writing - Series
Annual ID:
OS25_RA039M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Craft / Writing - Series
Annual ID:
OS25_RA040M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Craft / Writing - Series
Annual ID:
OS25_RA041M
Award:
2025 Radio & Audio-First Merit Award
Agency:
DAVID / New York + Supercell / Helsinki + Duotone Audio Group / New York + Digital Banana Studio / Paris
Client:
Supercell
Title:
Hammerless
Category:
Online / Branded Podcast
Annual ID:
OS25_RA020M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Craft / Casting
Annual ID:
OS25_RA043M
Award:
2025 Radio & Audio-First Merit Award
Agency:
AlmapBBDO / Sao Paulo + Acaca / Sao Paulo + Punch Audio / Sao Paulo + 20DASH / Sao Paulo
Client:
Billboard
Title:
Rock DNA
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA026M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML UK / London + VML / New York
Client:
Diageo / Baileys
Title:
Sound Scales
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA027M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA028M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA029M
Award:
2025 Radio & Audio-First Merit Award
Agency:
adam&eveDDB / London + CALM + ITV
Client:
CALM x ITV
Title:
Missed Birthdays
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA030M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client:
DB Breweries
Title:
The Call Back Service
Category:
Experiential Radio & Audio
Annual ID:
OS25_RA031M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Radio & Audio for Good
Annual ID:
OS25_RA033M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Radio & Audio for Good
Annual ID:
OS25_RA034M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Radio & Audio for Good
Annual ID:
OS25_RA035M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client:
Child Focus
Title:
Call Glenn
Category:
Radio & Audio for Good
Annual ID:
OS25_RA036M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML UK / London + VML / New York
Client:
Diageo / Baileys
Title:
Sound Scales
Category:
Commerce
Annual ID:
OS25_RA032M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Innovation / Use of Media in Radio & Audio
Annual ID:
OS25_RA046M
Award:
2025 Radio & Audio-First Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client:
Sandoz Deutschland / Hexal AG
Title:
Could it be this easy?
Category:
Use of Humor
Annual ID:
OS25_RA037M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Leo / Chicago
Client:
Special K
Title:
How to Feed Your Human: Emotional Support Humans
Category:
Use of Humor
Annual ID:
OS25_RA038M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS25_RA044M