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
Filter
Award
Agency
Client
Title
Category
Annual ID
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Best of Creative Use of Technology
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Technology as a Creative Tool
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Experiential / In-person
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Technology
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Menopause Mode
Agency: AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client: LG Brasil Category: Technology as a Creative Tool
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ Category: Technology for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Technology for Good
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Technology for Good
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Creative Use of Data
Motorola Deep Connect
Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client: Motorola Category: Experiential / In-person
4th Judge
Agency: BigTime Creative Shop / Riyadh
Client: the ring magazine Category: Use of AI / Other
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Technology
GamePay
Agency: Leo / Stockholm + Frame / Stockholm + Elgiganten / Stockholm + More Digital Studios / Stockholm
Client: Elgiganten Category: Commerce
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Use of AI / Writing
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Creative Use of Data
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
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
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
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
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
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
Award:
2025 Creative Use of Technology Best of Discipline Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Best of Creative Use of Technology
Annual ID:
OS25_CT000G
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:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_CT003G
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:
Technology as a Creative Tool
Annual ID:
OS25_CT001G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_CT004G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Experiential / In-person
Annual ID:
OS25_CT002G
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 Silver Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_CT008S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client:
LG Brasil
Title:
Menopause Mode
Category:
Technology as a Creative Tool
Annual ID:
OS25_CT006S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Technology for Good
Annual ID:
OS25_CT010S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Technology for Good
Annual ID:
OS25_CT011S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Technology for Good
Annual ID:
OS25_CT012S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Creative Use of Data
Annual ID:
OS25_CT009S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client:
Motorola
Title:
Motorola Deep Connect
Category:
Experiential / In-person
Annual ID:
OS25_CT007S
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
BigTime Creative Shop / Riyadh
Client:
the ring magazine
Title:
4th Judge
Category:
Use of AI / Other
Annual ID:
OS25_CT014B
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:
Leo / Stockholm + Frame / Stockholm + Elgiganten / Stockholm + More Digital Studios / Stockholm
Client:
Elgiganten
Title:
GamePay
Category:
Commerce
Annual ID:
OS25_CT017B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Use of AI / Writing
Annual ID:
OS25_CT013B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Technology as a Creative Tool
Annual ID:
OS25_CT015B
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:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Creative Use of Data
Annual ID:
OS25_CT016B
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:
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
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_CT037M
Award:
2025 Creative Use of Technology Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Creative Use of Data
Annual ID:
OS25_CT029M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Creative Use of Data
Annual ID:
OS25_CT030M
Award:
2025 Creative Use of Technology Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_CT031M
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:
Experiential / In-person
Annual ID:
OS25_CT027M
Award:
2025 Creative Use of Technology Merit Award
Agency:
BETC HAVAS / Sao Paulo + TIM Telecom + Zaine / São Paulo + French Fries Audio / São Paulo
Client:
TIM Telecom
Title:
TIM Block PIN
Category:
Experiential / In-person
Annual ID:
OS25_CT028M