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
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Branded Entertainment for Good
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Branded Entertainment for Good
Group Therapy
Agency: VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client: Axa Category: Branded Entertainment for Good
Killabyte
Agency: Colenso BBDO / Auckland + Satellite / Auckland + SPUR / Auckland + BUCK / Sydney
Client: Spark New Zealand Category: Games / Gaming
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Games / Gaming
The End of the Weeknd
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + Cadence Films
Client: Apple Category: Music Videos
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Craft / Use of Technology
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Innovation / New Ideas in Branded Entertainment
Night Fishing
Agency: INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client: Hyundai Motor Company Category: Innovation / Use of Media in Branded Entertainment
Shot on iPhone - Midnight
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft / Art Direction
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Craft / Art Direction
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE025B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE026B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client:
Axa
Title:
Group Therapy
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE027B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Colenso BBDO / Auckland + Satellite / Auckland + SPUR / Auckland + BUCK / Sydney
Client:
Spark New Zealand
Title:
Killabyte
Category:
Games / Gaming
Annual ID:
OS25_BE023B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Games / Gaming
Annual ID:
OS25_BE024B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
LePub / Milan
Client:
Desperados
Title:
Guao Guao
Category:
Music Videos
Annual ID:
OS25_BE021B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + Cadence Films
Client:
Apple
Title:
The End of the Weeknd
Category:
Music Videos
Annual ID:
OS25_BE022B
Award:
2025 Branded Entertainment Bronze Pencil
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_BE030B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE031B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client:
Hyundai Motor Company
Title:
Night Fishing
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE032B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Shot on iPhone - Midnight
Category:
Craft / Art Direction
Annual ID:
OS25_BE028B