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
Not Just Stockholm Film Festival
Agency: Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client: Stockholm International Film Festival Category: Low Budget
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Entertainment for Good
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Games / Gaming
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Music Videos
Squabble Up
Agency: PRETTYBIRD / Culver City + pgLang / Los Angeles + project3 / Los Angeles
Client: Kendrick Lamar Category: Music Videos
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Brand Partnerships
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft / Use of Technology
Uncle KFC's Rice Bowl
Agency: Wolf BKK / Bangkok + Suneta House / Bangkok
Client: KFC Thailand Category: Long Form Video / Single
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Long Form Video / Single
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Experiential / Brand Installations
Shot on iPhone ¡Suerte!
Agency: TBWA\Media Arts Lab / Los Angeles + Exile / Los Angeles + Pariah Creative / Los Angeles + Landia / Mexico City
Client: Apple Category: Craft / Art Direction
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client:
Stockholm International Film Festival
Title:
Not Just Stockholm Film Festival
Category:
Low Budget
Annual ID:
OS25_BE016S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE017S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Games / Gaming
Annual ID:
OS25_BE014S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Music Videos
Annual ID:
OS25_BE012S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
PRETTYBIRD / Culver City + pgLang / Los Angeles + project3 / Los Angeles
Client:
Kendrick Lamar
Title:
Squabble Up
Category:
Music Videos
Annual ID:
OS25_BE013S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Brand Partnerships
Annual ID:
OS25_BE018S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Craft / Use of Technology
Annual ID:
OS25_BE020S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Wolf BKK / Bangkok + Suneta House / Bangkok
Client:
KFC Thailand
Title:
Uncle KFC's Rice Bowl
Category:
Long Form Video / Single
Annual ID:
OS25_BE010S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Long Form Video / Single
Annual ID:
OS25_BE011S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Experiential / Brand Installations
Annual ID:
OS25_BE015S