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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Agency
Client
Title
Category
Annual ID
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Non-traditional & Guerrilla Marketing
AntiBan-Ad
Agency: GUT / Buenos Aires + Genosha / Buenos Aires
Client: The Coca-Cola Company / Sprite Category: Digital & Online / Banners & Pop-ups
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Innovation / Use of Media in Direct Marketing
Can't B Broken
Agency: Ogilvy / New York
Client: Verizon Category: Innovation / Use of Media in Direct Marketing
Returning Creativity
Agency: Dentsu Creative / New York
Client: Crayola Category: Innovation / Use of Media in Direct Marketing
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Innovation / Use of Media in Direct Marketing
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Innovation / Use of Media in Direct Marketing
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: Innovation / Use of Media in Direct Marketing
Ink Of Democracy
Agency: Havas Creative India / Mumbai + Bennett Coleman & Co Ltd / Mumbai + Mr Pink Music / Sao Paulo + Galloping Horse Production Pvt Ltd / Mumbai
Client: The Times Of India Category: Innovation / Use of Media in Direct Marketing
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Craft / Use of Technology
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Craft / Use of Technology
Reprinting Nica
Agency: Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client: La Prensa Newspaper Category: Print
LONG LASTING RVIEWS
Agency: Publicis Conseil / Paris
Client: DARTY Category: Digital & Online / Websites & Mobile
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Digital & Online / Websites & Mobile
Audience Delivery
Agency: DM9 / Sao Paulo
Client: iFood Category: Digital & Online / Websites & Mobile
The Black Dog(s)
Agency: BETC / Paris
Client: Seconde Chance Category: Digital & Online / Websites & Mobile
UninterruptAd
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Digital & Online / Websites & Mobile
SupportBelt
Agency: VML / Detroit
Client: Ford Motor Company Category: Innovation / New Ideas in Direct Marketing
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: Innovation / New Ideas in Direct Marketing
The Parental Leave Mortgage
Agency: NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client: Nordea Category: Innovation / New Ideas in Direct Marketing
Makeup Payment
Agency: MRM BRAZIL / São Paulo + Mastercard Brazil / São Paulo
Client: Mastercard Category: Innovation / Execution in Direct Marketing
Child Wedding Cards
Agency: IMPACT BBDO / Dubai
Client: UN Women Category: Direct Marketing for Good
Inployable
Agency: FCB Canada / Toronto
Client: Canadian Down Syndrome Society Category: Direct Marketing for Good
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ Category: Direct Marketing for Good
The Freedom Edition
Agency: BETC / Paris + Sovage / Paris + GUM / Paris
Client: Society X RSF (Reporters without borders) Category: Direct Marketing for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Direct Marketing for Good
Dabba Savings Account
Agency: McCann Worldgroup India / Gurugram + ESAF Small Finance Bank / Thrissur + Virtual Eye Films / Kochi
Client: ESAF Small Finance Bank Category: Direct Marketing for Good
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Direct Marketing for Good
The Parental Leave Mortgage
Agency: NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client: Nordea Category: Direct Marketing for Good
Award:
2025 Direct Marketing Merit Award
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM077M
Award:
2025 Direct Marketing Merit Award
Agency:
GUT / Buenos Aires + Genosha / Buenos Aires
Client:
The Coca-Cola Company / Sprite
Title:
AntiBan-Ad
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS25_DM065M
Award:
2025 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM120M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM121M
Award:
2025 Direct Marketing Merit Award
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM122M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM123M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM124M
Award:
2025 Direct Marketing 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:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM125M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas Creative India / Mumbai + Bennett Coleman & Co Ltd / Mumbai + Mr Pink Music / Sao Paulo + Galloping Horse Production Pvt Ltd / Mumbai
Client:
The Times Of India
Title:
Ink Of Democracy
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM126M
Award:
2025 Direct Marketing Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Craft / Use of Technology
Annual ID:
OS25_DM113M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Craft / Use of Technology
Annual ID:
OS25_DM114M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client:
La Prensa Newspaper
Title:
Reprinting Nica
Category:
Print
Annual ID:
OS25_DM046M
Award:
2025 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris
Client:
DARTY
Title:
LONG LASTING RVIEWS
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM060M
Award:
2025 Direct Marketing Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM061M
Award:
2025 Direct Marketing Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM062M
Award:
2025 Direct Marketing Merit Award
Agency:
BETC / Paris
Client:
Seconde Chance
Title:
The Black Dog(s)
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM063M
Award:
2025 Direct Marketing Merit Award
Agency:
Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client:
Budweiser
Title:
UninterruptAd
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM064M
Award:
2025 Direct Marketing Merit Award
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM116M
Award:
2025 Direct Marketing 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:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM117M
Award:
2025 Direct Marketing Merit Award
Agency:
NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client:
Nordea
Title:
The Parental Leave Mortgage
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM118M
Award:
2025 Direct Marketing Merit Award
Agency:
MRM BRAZIL / São Paulo + Mastercard Brazil / São Paulo
Client:
Mastercard
Title:
Makeup Payment
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS25_DM119M
Award:
2025 Direct Marketing Merit Award
Agency:
IMPACT BBDO / Dubai
Client:
UN Women
Title:
Child Wedding Cards
Category:
Direct Marketing for Good
Annual ID:
OS25_DM091M
Award:
2025 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Direct Marketing for Good
Annual ID:
OS25_DM092M
Award:
2025 Direct Marketing Merit Award
Agency:
FCB Canada / Toronto
Client:
Canadian Down Syndrome Society
Title:
Inployable
Category:
Direct Marketing for Good
Annual ID:
OS25_DM093M
Award:
2025 Direct Marketing Merit Award
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Direct Marketing for Good
Annual ID:
OS25_DM094M
Award:
2025 Direct Marketing Merit Award
Agency:
Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Direct Marketing for Good
Annual ID:
OS25_DM095M
Award:
2025 Direct Marketing Merit Award
Agency:
BETC / Paris + Sovage / Paris + GUM / Paris
Client:
Society X RSF (Reporters without borders)
Title:
The Freedom Edition
Category:
Direct Marketing for Good
Annual ID:
OS25_DM096M
Award:
2025 Direct Marketing Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Direct Marketing for Good
Annual ID:
OS25_DM097M
Award:
2025 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Gurugram + ESAF Small Finance Bank / Thrissur + Virtual Eye Films / Kochi
Client:
ESAF Small Finance Bank
Title:
Dabba Savings Account
Category:
Direct Marketing for Good
Annual ID:
OS25_DM098M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Direct Marketing for Good
Annual ID:
OS25_DM099M
Award:
2025 Direct Marketing Merit Award
Agency:
GUT / Miami
Client:
Google
Title:
Javier in Frame
Category:
Direct Marketing for Good
Annual ID:
OS25_DM100M
Award:
2025 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Direct Marketing for Good
Annual ID:
OS25_DM101M