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
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Games / Gaming
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Uncle KFC's Rice Bowl
Agency: Wolf BKK / Bangkok + Suneta House / Bangkok
Client: KFC Thailand Category: Use of Humor
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Audio
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Branded Entertainment
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Craft / Art Direction
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
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
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
Award:
2025 Branded Entertainment Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Branded Entertainment
Annual ID:
OS25_BE000G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_BE005G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Games / Gaming
Annual ID:
OS25_BE002G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Games / Gaming
Annual ID:
OS25_BE003G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Craft / Use of Technology
Annual ID:
OS25_BE008G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Wolf BKK / Bangkok + Suneta House / Bangkok
Client:
KFC Thailand
Title:
Uncle KFC's Rice Bowl
Category:
Use of Humor
Annual ID:
OS25_BE006G
Award:
2025 Branded Entertainment Gold 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:
Audio
Annual ID:
OS25_BE001G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE009G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_BE004G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Craft / Art Direction
Annual ID:
OS25_BE007G
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
Award:
2025 Branded Entertainment Silver Pencil
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:
Craft / Art Direction
Annual ID:
OS25_BE019S
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
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Craft / Art Direction
Annual ID:
OS25_BE029B
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
