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
Snickers AI
Agency: T&Pm / London + Mars Wrigley + Helo
Client: Mars Category: Branded AI / Campaign
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: AI Craft / Storytelling
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: AI Craft / Art & Design
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: Innovation in AI
AI Music Experiments
Agency: YouTube + Google + Google DeepMind + YouTube Creative Studio / New York
Client: YouTube Category: Innovation in AI
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Creative Use of Data
High AI
Agency: Publicis / Toronto + The Pub Productions / Toronto
Client: Tilray/Riff Category: Creative Use of Data
Signs: AI Powered Sign Language Education
Agency: Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client: NVIDIA, American Society for Deaf Children Category: Branded AI / Experiential
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Branded AI / Experiential
Memory Shots
Agency: Happiness / an FCB alliance / Brussels + BLISS Interactive / Ho Chi Minh City + AMOK / Mechelen
Client: Kodak Category: Branded AI / Experiential
Sights of Tomorrow
Agency: Demner, Merlicek & Bergmann / DMB. / Vienna + Letzte Generation Austria / Vienna
Client: Die letzte Generation Austria Category: Branded AI / Other
AI Lullaby
Agency: Lenovo / Morrisville + The Scott-Morgan Foundation / London + ElevenLabs / New York + D-ID / New York
Client: Lenovo Category: AI Craft / Sound
Award:
2025 Creative Use of AI Merit Award
Agency:
T&Pm / London + Mars Wrigley + Helo
Client:
Mars
Title:
Snickers AI
Category:
Branded AI / Campaign
Annual ID:
OS25_AI008M
Award:
2025 Creative Use of AI Merit Award
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
AI Craft / Storytelling
Annual ID:
OS25_AI018M
Award:
2025 Creative Use of AI Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
AI Craft / Art & Design
Annual ID:
OS25_AI015M
Award:
2025 Creative Use of AI Merit Award
Agency:
Google
Client:
Google
Title:
Infinite Wonderland
Category:
AI Craft / Art & Design
Annual ID:
OS25_AI016M
Award:
2025 Creative Use of AI Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
Innovation in AI
Annual ID:
OS25_AI019M
Award:
2025 Creative Use of AI Merit Award
Agency:
YouTube + Google + Google DeepMind + YouTube Creative Studio / New York
Client:
YouTube
Title:
AI Music Experiments
Category:
Innovation in AI
Annual ID:
OS25_AI020M
Award:
2025 Creative Use of AI Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Creative Use of Data
Annual ID:
OS25_AI013M
Award:
2025 Creative Use of AI Merit Award
Agency:
Publicis / Toronto + The Pub Productions / Toronto
Client:
Tilray/Riff
Title:
High AI
Category:
Creative Use of Data
Annual ID:
OS25_AI014M
Award:
2025 Creative Use of AI Merit Award
Agency:
Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client:
NVIDIA, American Society for Deaf Children
Title:
Signs: AI Powered Sign Language Education
Category:
Branded AI / Experiential
Annual ID:
OS25_AI009M
Award:
2025 Creative Use of AI Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Branded AI / Experiential
Annual ID:
OS25_AI010M
Award:
2025 Creative Use of AI Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS Interactive / Ho Chi Minh City + AMOK / Mechelen
Client:
Kodak
Title:
Memory Shots
Category:
Branded AI / Experiential
Annual ID:
OS25_AI011M
Award:
2025 Creative Use of AI Merit Award
Agency:
Demner, Merlicek & Bergmann / DMB. / Vienna + Letzte Generation Austria / Vienna
Client:
Die letzte Generation Austria
Title:
Sights of Tomorrow
Category:
Branded AI / Other
Annual ID:
OS25_AI012M