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
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Technology
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Technology
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid
Client: Samsung Spain Category: Innovation / New Ideas in Technology
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Technology
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
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
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / New Ideas in Technology
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT005G
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Technology
Annual ID:
OS25_CT022B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT020B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT021B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT018B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT019B
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:
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