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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The Shotline Agency: MullenLowe U.S. Client: Change The Ref & March For Our Lives Category: Use of AI / Other

Introducing Immersive Video on Apple Vision Pro Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Innovation / Use of Media in Technology

Lidlize Agency: Marcel / Paris + Lidl / Paris Client: Lidl Category: User-Generated Content (UGC)

Kentucky Fly Chicken Agency: Ogilvy Australia / Sydney Client: Kentucky Fried Chicken Category: Commerce

The Billboard Run Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm Client: adidas Category: Technology as a Creative Tool

Motorola Deep Connect Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai Client: Motorola Category: Technology as a Creative Tool

Skin Like Me Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content Client: Bepanthen Category: Technology as a Creative Tool

AI. IMPULSE Agency: Publicis Conseil / Paris Client: SOLAR IMPULSE Category: Technology for Good

VISIONGRAM Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama Client: Japan Blind Judo Federation Category: Technology for Good

Animal Alerts Agency: SERVICEPLAN GERMANY / Munich + L&C / New York Client: PetPace Ltd. Category: Technology for Good

Javier in Frame Agency: GUT / Miami Client: Google Category: Technology for Good

Introducing Immersive Video on Apple Vision Pro Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Innovation / Execution in Technology

Daisy vs Scammers Agency: VCCP / London + faith / London + Girl&Bear Client: Virgin Media O2 Category: Innovation / Execution in Technology

Pub Museums Agency: LePub / Milan + Publicis / Dublin Client: Heineken Category: B2B Communications

Spreadbeats Agency: FCB / New York Client: Spotify Category: Creative Use of Data

Voice 2 Diabetes Agency: Klick Health / Toronto Client: KVI Brave Fund INC Category: Creative Use of Data

Animal Alerts Agency: SERVICEPLAN GERMANY / Munich + L&C / New York Client: PetPace Ltd. Category: Creative Use of Data

The Billboard Run Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm Client: adidas Category: Experiential / In-person

TIM Block PIN Agency: BETC HAVAS / Sao Paulo + TIM Telecom + Zaine / São Paulo + French Fries Audio / São Paulo Client: TIM Telecom Category: Experiential / In-person

Burger to King Agency: Happiness / an FCB alliance / Brussels Client: Burger King Category: Innovation / New Ideas in Technology

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Award: 2025 Creative Use of Technology Merit Award

Agency: MullenLowe U.S.

Client: Change The Ref & March For Our Lives

Title: The Shotline

Category: Use of AI / Other

Annual ID: OS25_CT023M

Award: 2025 Creative Use of Technology 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 Technology

Annual ID: OS25_CT042M

Award: 2025 Creative Use of Technology Merit Award

Agency: Marcel / Paris + Lidl / Paris

Client: Lidl

Title: Lidlize

Category: User-Generated Content (UGC)

Annual ID: OS25_CT032M

Award: 2025 Creative Use of Technology Merit Award

Agency: Ogilvy Australia / Sydney

Client: Kentucky Fried Chicken

Title: Kentucky Fly Chicken

Category: Commerce

Annual ID: OS25_CT038M

Award: 2025 Creative Use of Technology Merit Award

Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm

Client: adidas

Title: The Billboard Run

Category: Technology as a Creative Tool

Annual ID: OS25_CT024M

Award: 2025 Creative Use of Technology Merit Award

Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai

Client: Motorola

Title: Motorola Deep Connect

Category: Technology as a Creative Tool

Annual ID: OS25_CT025M

Award: 2025 Creative Use of Technology Merit Award

Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content

Client: Bepanthen

Title: Skin Like Me

Category: Technology as a Creative Tool

Annual ID: OS25_CT026M

Award: 2025 Creative Use of Technology Merit Award

Agency: Publicis Conseil / Paris

Client: SOLAR IMPULSE

Title: AI. IMPULSE

Category: Technology for Good

Annual ID: OS25_CT033M

Award:
2025 Creative Use of Technology Merit Award

Agency:
MullenLowe U.S.

Client:
Change The Ref & March For Our Lives

Title:
The Shotline

Category:
Use of AI / Other

Annual ID:
OS25_CT023M

Award:
2025 Creative Use of Technology 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 Technology

Annual ID:
OS25_CT042M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Marcel / Paris + Lidl / Paris

Client:
Lidl

Title:
Lidlize

Category:
User-Generated Content (UGC)

Annual ID:
OS25_CT032M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Ogilvy Australia / Sydney

Client:
Kentucky Fried Chicken

Title:
Kentucky Fly Chicken

Category:
Commerce

Annual ID:
OS25_CT038M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm

Client:
adidas

Title:
The Billboard Run

Category:
Technology as a Creative Tool

Annual ID:
OS25_CT024M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai

Client:
Motorola

Title:
Motorola Deep Connect

Category:
Technology as a Creative Tool

Annual ID:
OS25_CT025M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content

Client:
Bepanthen

Title:
Skin Like Me

Category:
Technology as a Creative Tool

Annual ID:
OS25_CT026M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Publicis Conseil / Paris

Client:
SOLAR IMPULSE

Title:
AI. IMPULSE

Category:
Technology for Good

Annual ID:
OS25_CT033M

Award:
2025 Creative Use of Technology Merit Award

Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama

Client:
Japan Blind Judo Federation

Title:
VISIONGRAM

Category:
Technology for Good

Annual ID:
OS25_CT034M

Award:
2025 Creative Use of Technology Merit Award

Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York

Client:
PetPace Ltd.

Title:
Animal Alerts

Category:
Technology for Good

Annual ID:
OS25_CT035M

Award:
2025 Creative Use of Technology Merit Award

Agency:
GUT / Miami

Client:
Google

Title:
Javier in Frame

Category:
Technology for Good

Annual ID:
OS25_CT036M

Award:
2025 Creative Use of Technology Merit Award

Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles

Client:
Apple

Title:
Introducing Immersive Video on Apple Vision Pro

Category:
Innovation / Execution in Technology

Annual ID:
OS25_CT040M

Award:
2025 Creative Use of Technology Merit Award

Agency:
VCCP / London + faith / London + Girl&Bear

Client:
Virgin Media O2

Title:
Daisy vs Scammers

Category:
Innovation / Execution in Technology

Annual ID:
OS25_CT041M

Award:
2025 Creative Use of Technology Merit Award

Agency:
LePub / Milan + Publicis / Dublin