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
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Best of Cultural Driver
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Multicultural Impact
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Content at the Speed of Culture
SATO 2531
Agency: Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client: Asuniwa Association / Think Name Project Category: Popular Culture Impact
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB Category: Content at the Speed of Culture
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Content at the Speed of Culture
Mattel Creations Hot Wheels x MSCHF Not Wheels
Agency: Mattel / Mattel Creations + Mattel Creations x MSCHF
Client: Mattel Creations Category: Popular Culture Impact
Bundles of Joy
Agency: BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client: Burger King UK Category: Popular Culture Impact
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Popular Culture Impact
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: Multicultural Impact
Selfless Shelves
Agency: FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client: Arla Category: Multicultural Impact
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Multicultural Impact
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Multicultural Impact
Reviews
Agency: Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client: Heinz Category: Multicultural Impact
Coors Light Coors Light
Agency: Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client: Molson Coors Beverage Company Category: Content at the Speed of Culture
UnCrush
Agency: BBH USA / New York + Samsung Electronics America / Plano TX + Harbor Picture Company + No Face Studio
Client: Samsung Electronics America Category: Content at the Speed of Culture
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Content at the Speed of Culture
Install Our Logo
Agency: Leo Mexico / Mexico City + GATO / Mexico City
Client: ADT Security Category: Content at the Speed of Culture
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Popular Culture Impact
Turf Finder
Agency: Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client: Gatorade Category: Popular Culture Impact
We Buy Your Vote
Agency: DAVID / São Paulo + CarbonoSoundLab / São Paulo + Mol / São Paulo
Client: Burger King Category: Popular Culture Impact
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Popular Culture Impact
Rainbow Wool
Agency: SERVICEPLAN GERMANY / Munich
Client: Schäferei Stücke Category: Popular Culture Impact
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Popular Culture Impact
Rockstar Status
Agency: Ogilvy / Singapore + Sauce Universe / Jakarta
Client: Artotel Group Category: Popular Culture Impact
Award:
2025 Cultural Driver Best of Discipline Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Best of Cultural Driver
Annual ID:
OS25_CD000G
Award:
2025 Cultural Driver Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Multicultural Impact
Annual ID:
OS25_CD002G
Award:
2025 Cultural Driver Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD003G
Award:
2025 Cultural Driver Gold Pencil
Agency:
Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client:
Asuniwa Association / Think Name Project
Title:
SATO 2531
Category:
Popular Culture Impact
Annual ID:
OS25_CD001G
Award:
2025 Cultural Driver Silver Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Multicultural Impact
Annual ID:
OS25_CD004S
Award:
2025 Cultural Driver Silver Pencil
Agency:
Droga5 / London + Lidl GB + OMD UK + The Romans
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD005S
Award:
2025 Cultural Driver Bronze Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD009B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
Mattel / Mattel Creations + Mattel Creations x MSCHF
Client:
Mattel Creations
Title:
Mattel Creations Hot Wheels x MSCHF Not Wheels
Category:
Popular Culture Impact
Annual ID:
OS25_CD006B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Popular Culture Impact
Annual ID:
OS25_CD007B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Popular Culture Impact
Annual ID:
OS25_CD008B
Award:
2025 Cultural Driver Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
Multicultural Impact
Annual ID:
OS25_CD018M
Award:
2025 Cultural Driver Merit Award
Agency:
FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client:
Arla
Title:
Selfless Shelves
Category:
Multicultural Impact
Annual ID:
OS25_CD019M
Award:
2025 Cultural Driver Merit Award
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Multicultural Impact
Annual ID:
OS25_CD020M
Award:
2025 Cultural Driver Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Multicultural Impact
Annual ID:
OS25_CD021M
Award:
2025 Cultural Driver Merit Award
Agency:
Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client:
Heinz
Title:
Reviews
Category:
Multicultural Impact
Annual ID:
OS25_CD022M
Award:
2025 Cultural Driver Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client:
Molson Coors Beverage Company
Title:
Coors Light Coors Light
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD023M
Award:
2025 Cultural Driver Merit Award
Agency:
BBH USA / New York + Samsung Electronics America / Plano TX + Harbor Picture Company + No Face Studio
Client:
Samsung Electronics America
Title:
UnCrush
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD024M
Award:
2025 Cultural Driver Merit Award
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD025M
Award:
2025 Cultural Driver Merit Award
Agency:
Leo Mexico / Mexico City + GATO / Mexico City
Client:
ADT Security
Title:
Install Our Logo
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD026M
Award:
2025 Cultural Driver Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Popular Culture Impact
Annual ID:
OS25_CD010M
Award:
2025 Cultural Driver Merit Award
Agency:
Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client:
Gatorade
Title:
Turf Finder
Category:
Popular Culture Impact
Annual ID:
OS25_CD011M
Award:
2025 Cultural Driver Merit Award
Agency:
DAVID / São Paulo + CarbonoSoundLab / São Paulo + Mol / São Paulo
Client:
Burger King
Title:
We Buy Your Vote
Category:
Popular Culture Impact
Annual ID:
OS25_CD012M
Award:
2025 Cultural Driver Merit Award
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Popular Culture Impact
Annual ID:
OS25_CD013M
Award:
2025 Cultural Driver Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Popular Culture Impact
Annual ID:
OS25_CD014M
Award:
2025 Cultural Driver Merit Award
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Popular Culture Impact
Annual ID:
OS25_CD015M
Award:
2025 Cultural Driver Merit Award
Agency:
Ogilvy / Singapore + Sauce Universe / Jakarta
Client:
Artotel Group
Title:
Rockstar Status
Category:
Popular Culture Impact
Annual ID:
OS25_CD016M