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
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Low Budget
Obsession
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Short Form Video / Single
Princesses on Periods
Agency: MullenLowe UK / London + Bayer / Basel + BIG Studios / Sao Paulo
Client: Bayer / Dorival Category: Short Form Video / Single
Brian Cox Goes to College
Agency: Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client: Uber One Category: Short Form Video / Single
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Full Length Video / Single
Group Therapy
Agency: VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client: Axa Category: Full Length Video / Single
Sleep With Rain
Agency: West BBDO / Los Angeles + Smuggler + Critical Mass / Calgary + AT&T
Client: AT&T Business Category: B2B Communications
Selfless Shelves
Agency: FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client: Arla Category: Branded Entertainment for Good
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Branded Entertainment for Good
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Branded Entertainment for Good
Olympic Games Opening Ceremony Paris 2024
Agency: Paname 24 / Paris
Client: Paris 2024 Category: Branded Entertainment for Good
Royalties For Nature
Agency: VML / New York
Client: General Mills / Nature Valley Category: Commerce
After Dinner Dinner
Agency: FP7 McCann Dubai / Dubai + UM Dubai / Dubai + Craft / Dubai
Client: McDonalds Category: Commerce
Anthem Lottery
Agency: David / Bogota + AB InBev / Bogotá
Client: AB InBev / Aguila Beer Category: Experiential / Hybrid Events
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Experiential / In-Person Events
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Experiential / In-Person Events
Saucy Nuggets Dispensary
Agency: Leo / Chicago
Client: KFC Category: Experiential / In-Person Events
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Use of Drama
Square Cookie
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: Oreo Category: Brand Partnerships
Royalties For Nature
Agency: VML / New York
Client: General Mills / Nature Valley Category: Brand Partnerships
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Brand Partnerships
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Brand Partnerships
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
Smile 2 Watch
Agency: Loop / Brooklyn + Paramount Pictures / Los Angeles
Client: Paramount Pictures Category: Innovation / New Ideas in Branded Entertainment
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
Brian Cox Goes to College
Agency: Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client: Uber/Uber One Category: Use of Humor
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Use of Humor
Group Therapy
Agency: VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client: Axa Category: Use of Humor
That Should Be A Tubi Movie
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: Innovation / Use of Media in Branded Entertainment
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Branded Entertainment
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Branded Entertainment
Royalties For Nature
Agency: VML / New York
Client: General Mills / Nature Valley Category: Innovation / Use of Media in Branded Entertainment
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Innovation / Use of Media in Branded Entertainment
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Audio
UninterruptAd
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Audio
Smile 2 Watch
Agency: Loop / Brooklyn + Paramount Pictures / Los Angeles
Client: Paramount Pictures Category: Innovation / Execution in Branded Entertainment
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Innovation / Execution in Branded Entertainment
Hotel La Argentina
Agency: Mercado McCann / Buenos Aires + TyC Sports / Buenos Aires + Virgen Films / Buenos Aires
Client: TyC Sports Category: Long Form Video / Single
Night Fishing
Agency: INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client: Hyundai Motor Company Category: Long Form Video / Single
Call Me When You Need Me
Agency: Havas Creative / Beijing + Beijing San Chuan Media / Beijing
Client: vivo Category: Long Form Video / Single
Shot on iPhone ¡Suerte!
Agency: TBWA\Media Arts Lab / Los Angeles + Exile / Los Angeles + Pariah Creative / Los Angeles + Landia / Mexico City
Client: Apple Category: Long Form Video / Single
Award:
2025 Branded Entertainment Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Low Budget
Annual ID:
OS25_BE059M
Award:
2025 Branded Entertainment Merit Award
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Obsession
Category:
Short Form Video / Single
Annual ID:
OS25_BE033M
Award:
2025 Branded Entertainment Merit Award
Agency:
MullenLowe UK / London + Bayer / Basel + BIG Studios / Sao Paulo
Client:
Bayer / Dorival
Title:
Princesses on Periods
Category:
Short Form Video / Single
Annual ID:
OS25_BE034M
Award:
2025 Branded Entertainment Merit Award
Agency:
Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client:
Uber One
Title:
Brian Cox Goes to College
Category:
Short Form Video / Single
Annual ID:
OS25_BE035M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Full Length Video / Single
Annual ID:
OS25_BE046M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client:
Axa
Title:
Group Therapy
Category:
Full Length Video / Single
Annual ID:
OS25_BE047M
Award:
2025 Branded Entertainment Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_BE064M
Award:
2025 Branded Entertainment Merit Award
Agency:
West BBDO / Los Angeles + Smuggler + Critical Mass / Calgary + AT&T
Client:
AT&T Business
Title:
Sleep With Rain
Category:
B2B Communications
Annual ID:
OS25_BE065M
Award:
2025 Branded Entertainment Merit Award
Agency:
FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client:
Arla
Title:
Selfless Shelves
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE066M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE067M
Award:
2025 Branded Entertainment Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE068M
Award:
2025 Branded Entertainment Merit Award
Agency:
Paname 24 / Paris
Client:
Paris 2024
Title:
Olympic Games Opening Ceremony Paris 2024
Category:
Branded Entertainment for Good
Annual ID:
OS25_BE069M
Award:
2025 Branded Entertainment Merit Award
Agency:
PS21 / Madrid
Client:
KFC
Title:
KFC Drive Thru Grand Prix
Category:
Games / Gaming
Annual ID:
OS25_BE052M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Music Videos
Annual ID:
OS25_BE048M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / New York
Client:
General Mills / Nature Valley
Title:
Royalties For Nature
Category:
Commerce
Annual ID:
OS25_BE060M
Award:
2025 Branded Entertainment Merit Award
Agency:
FP7 McCann Dubai / Dubai + UM Dubai / Dubai + Craft / Dubai
Client:
McDonalds
Title:
After Dinner Dinner
Category:
Commerce
Annual ID:
OS25_BE061M
Award:
2025 Branded Entertainment Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Commerce
Annual ID:
OS25_BE062M
Award:
2025 Branded Entertainment Merit Award
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Commerce
Annual ID:
OS25_BE063M
Award:
2025 Branded Entertainment Merit Award
Agency:
David / Bogota + AB InBev / Bogotá
Client:
AB InBev / Aguila Beer
Title:
Anthem Lottery
Category:
Experiential / Hybrid Events
Annual ID:
OS25_BE056M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Experiential / In-Person Events
Annual ID:
OS25_BE053M
Award:
2025 Branded Entertainment Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Experiential / In-Person Events
Annual ID:
OS25_BE054M
Award:
2025 Branded Entertainment Merit Award
Agency:
Leo / Chicago
Client:
KFC
Title:
Saucy Nuggets Dispensary
Category:
Experiential / In-Person Events
Annual ID:
OS25_BE055M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Use of Drama
Annual ID:
OS25_BE079M
Award:
2025 Branded Entertainment Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
Oreo
Title:
Square Cookie
Category:
Brand Partnerships
Annual ID:
OS25_BE070M
Award:
2025 Branded Entertainment Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Brand Partnerships
Annual ID:
OS25_BE071M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / New York
Client:
General Mills / Nature Valley
Title:
Royalties For Nature
Category:
Brand Partnerships
Annual ID:
OS25_BE072M
Award:
2025 Branded Entertainment Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Brand Partnerships
Annual ID:
OS25_BE073M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Brand Partnerships
Annual ID:
OS25_BE074M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Technology
Annual ID:
OS25_BE080M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE081M
Award:
2025 Branded Entertainment Merit Award
Agency:
Loop / Brooklyn + Paramount Pictures / Los Angeles
Client:
Paramount Pictures
Title:
Smile 2 Watch
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE082M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE083M
Award:
2025 Branded Entertainment Merit Award
Agency:
Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client:
Uber/Uber One
Title:
Brian Cox Goes to College
Category:
Use of Humor
Annual ID:
OS25_BE075M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Use of Humor
Annual ID:
OS25_BE076M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client:
Axa
Title:
Group Therapy
Category:
Use of Humor
Annual ID:
OS25_BE077M
Award:
2025 Branded Entertainment Merit Award
Agency:
Ogilvy / Mumbai
Client:
Cadbury 5 Star
Title:
Erase Valentine’s Day
Category:
Use of Humor
Annual ID:
OS25_BE078M
Award:
2025 Branded Entertainment Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
That Should Be A Tubi Movie
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE086M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE087M
Award:
2025 Branded Entertainment Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE088M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / New York
Client:
General Mills / Nature Valley
Title:
Royalties For Nature
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE089M
Award:
2025 Branded Entertainment Merit Award
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE090M
Award:
2025 Branded Entertainment Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Audio
Annual ID:
OS25_BE049M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / Kansas City + VML / New York
Client:
Veja x FarFarm
Title:
Seeding Songs
Category:
Audio
Annual ID:
OS25_BE050M
Award:
2025 Branded Entertainment Merit Award
Agency:
Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client:
Budweiser
Title:
UninterruptAd
Category:
Audio
Annual ID:
OS25_BE051M
Award:
2025 Branded Entertainment Merit Award
Agency:
Loop / Brooklyn + Paramount Pictures / Los Angeles
Client:
Paramount Pictures
Title:
Smile 2 Watch
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE084M
Award:
2025 Branded Entertainment Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE085M
Award:
2025 Branded Entertainment Merit Award
Agency:
Mercado McCann / Buenos Aires + TyC Sports / Buenos Aires + Virgen Films / Buenos Aires
Client:
TyC Sports
Title:
Hotel La Argentina
Category:
Long Form Video / Single
Annual ID:
OS25_BE036M
Award:
2025 Branded Entertainment Merit Award
Agency:
INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client:
Hyundai Motor Company
Title:
Night Fishing
Category:
Long Form Video / Single
Annual ID:
OS25_BE037M
Award:
2025 Branded Entertainment Merit Award
Agency:
Havas Creative / Beijing + Beijing San Chuan Media / Beijing
Client:
vivo
Title:
Call Me When You Need Me
Category:
Long Form Video / Single
Annual ID:
OS25_BE038M
Award:
2025 Branded Entertainment Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Exile / Los Angeles + Pariah Creative / Los Angeles + Landia / Mexico City
Client:
Apple
Title:
Shot on iPhone ¡Suerte!
Category:
Long Form Video / Single
Annual ID:
OS25_BE039M
