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
Pink Chip
Agency: AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco
Client: DEGIRO & UN Women NL Category: Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: Creative Effectiveness / Publications & Media / Books / News
Michael CeraVe
Agency: Ogilvy PR / New York
Client: CeraVe Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Install Our Logo
Agency: Leo Mexico / Mexico City + GATO / Mexico City
Client: ADT Security Category: Creative Effectiveness / Consumer Services
Where to Settle
Agency: McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client: Mastercard Category: Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Creative Effectiveness / Tourism / Travel / Transportation
10 Years of Wrapped
Agency: Spotify / New York
Client: Spotify Category: Creative Effectiveness / Entertainment / Music / Film / Television
World Cup Delivery
Agency: GUT / Buenos Aires + PedidosYa / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client: Delivery Hero/ PedidosYa Category: Creative Effectiveness / Retail
Coors Light's Out
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Coors Light Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Feliz St Patrick's Day
Agency: Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client: Kahlúa Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Don’t Sleep on Saquon
Agency: The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client: Unisom Category: Creative Effectiveness / Health & Wellness / Pharmaceuticals
Samsung ThrowBack Deals
Agency: MRM BRAZIL / São Paulo + Samsung Brazil / São Paulo
Client: Samsung Category: Creative Effectiveness / Retail
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Corona Extra Lime: The Company
Agency: David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client: AB InBev / Corona Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: Creative Effectiveness / Beverages - Alcoholic Drinks
A Piece of Me
Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client: KPN Category: Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Can't B Broken
Agency: Ogilvy / New York
Client: Verizon Category: Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
FIRST BODA
Agency: Ogilvy / Nairobi
Client: MyDawa & Kenya Red Cross Category: Creative Effectiveness / Health & Wellness / Pharmaceuticals
Moutai Latte
Agency: Ogilvy / Taipei
Client: luckin coffee Category: Creative Effectiveness / Beverages - Non-Alcoholic Drinks
The iconic playlist
Agency: TBWA\Paris / Boulogne-Billancourt + team x (OMNICOM Group: Proximity) / Boulogne-Billancourt + Universal Music France / A&R Studios / Paris
Client: Mercedes Benz France Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
VW 70 Years Campaign
Agency: AlmapBBDO / Sao Paulo + Boiler / Filmes + Flow Effects / Sao Paulo + Raw Audio / Sao Paulo
Client: Volkswagen Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Heinz Egg
Agency: Kraft Heinz / Shanghai + Goodidea / Shanghai
Client: Heinz Category: Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
PRICE PACKS
Agency: SERVICEPLAN GERMANY / Munich
Client: PENNY Category: Creative Effectiveness / Retail
Cost of Beauty
Agency: Ogilvy Canada / Toronto
Client: Dove Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
A Million Logos
Agency: Ogilvy / Kuala Lumpur
Client: Colgate-Palmolive Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Inflation Cookbook
Agency: Dentsu Creative Canada / Toronto + Skip
Client: Skip Category: Creative Effectiveness / Consumer Services
Open All Ages
Agency: Ogilvy / Shanghai + Hongguan Art Lab / Shanghai + The Mill / Shanghai + Red Horse / Shanghai
Client: Shanghai Science and Technology Elderly Service Center Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Giving a Voice to the Unheard
Agency: Farner | Team Farner
Client: National Council Islam Alijaj Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Diss-Mas
Agency: VIRTUE Worldwide + MGA Entertainment + Barking Owl + PULSE Films
Client: MGA Entertainment Category: Creative Effectiveness / Toys & Games
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Creative Effectiveness / Durable Consumer Goods / Home Appliances
Refurb
Agency: LePub / Amsterdam
Client: Philips Category: Creative Effectiveness / Durable Consumer Goods / Home Appliances
Open Endorsement
Agency: Courage Inc. / Toronto + KFC / Toronto
Client: KFC Category: Creative Effectiveness / Restaurants / Fast Food Outlets
Superstitious
Agency: Courage Inc. / Toronto + KFC / Toronto
Client: KFC Category: Creative Effectiveness / Restaurants / Fast Food Outlets
America Runs On Dunkin' [And Ben]
Agency: Artists Equity / Los Angeles
Client: Dunkin' Category: Creative Effectiveness / Restaurants / Fast Food Outlets
Freeing Taco T***day
Agency: Deutsch / Los Angeles + Nomad Editorial / Santa Monica + 2D Creative / New York + Superprime / Culver City
Client: Taco Bell Category: Creative Effectiveness / Restaurants / Fast Food Outlets
Award:
2025 Creative Effectiveness Best of Discipline Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Best of Creative Effectiveness
Annual ID:
OS25_CE000G
Award:
2025 Creative Effectiveness Gold Pencil
Agency:
AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco
Client:
DEGIRO & UN Women NL
Title:
Pink Chip
Category:
Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Annual ID:
OS25_CE001G
Award:
2025 Creative Effectiveness Gold Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
Creative Effectiveness / Publications & Media / Books / News
Annual ID:
OS25_CE004G
Award:
2025 Creative Effectiveness Gold Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE002G
Award:
2025 Creative Effectiveness Gold Pencil
Agency:
Leo Mexico / Mexico City + GATO / Mexico City
Client:
ADT Security
Title:
Install Our Logo
Category:
Creative Effectiveness / Consumer Services
Annual ID:
OS25_CE003G
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client:
Mastercard
Title:
Where to Settle
Category:
Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Annual ID:
OS25_CE005S
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client:
Airbnb
Title:
Icons
Category:
Creative Effectiveness / Tourism / Travel / Transportation
Annual ID:
OS25_CE008S
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
Spotify / New York
Client:
Spotify
Title:
10 Years of Wrapped
Category:
Creative Effectiveness / Entertainment / Music / Film / Television
Annual ID:
OS25_CE006S
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
GUT / Buenos Aires + PedidosYa / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client:
Delivery Hero/ PedidosYa
Title:
World Cup Delivery
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE007S
Award:
2025 Creative Effectiveness Bronze Pencil
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Coors Light
Title:
Coors Light's Out
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE009B
Award:
2025 Creative Effectiveness Bronze Pencil
Agency:
Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client:
Kahlúa
Title:
Feliz St Patrick's Day
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE010B
Award:
2025 Creative Effectiveness Bronze Pencil
Agency:
The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client:
Unisom
Title:
Don’t Sleep on Saquon
Category:
Creative Effectiveness / Health & Wellness / Pharmaceuticals
Annual ID:
OS25_CE011B
Award:
2025 Creative Effectiveness Bronze Pencil
Agency:
MRM BRAZIL / São Paulo + Samsung Brazil / São Paulo
Client:
Samsung
Title:
Samsung ThrowBack Deals
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE012B
Award:
2025 Creative Effectiveness Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Annual ID:
OS25_CE015M
Award:
2025 Creative Effectiveness Merit Award
Agency:
David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client:
AB InBev / Corona
Title:
Corona Extra Lime: The Company
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE019M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE020M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Annual ID:
OS25_CE035M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Annual ID:
OS25_CE036M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Nairobi
Client:
MyDawa & Kenya Red Cross
Title:
FIRST BODA
Category:
Creative Effectiveness / Health & Wellness / Pharmaceuticals
Annual ID:
OS25_CE026M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Taipei
Client:
luckin coffee
Title:
Moutai Latte
Category:
Creative Effectiveness / Beverages - Non-Alcoholic Drinks
Annual ID:
OS25_CE021M
Award:
2025 Creative Effectiveness Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + team x (OMNICOM Group: Proximity) / Boulogne-Billancourt + Universal Music France / A&R Studios / Paris
Client:
Mercedes Benz France
Title:
The iconic playlist
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS25_CE013M
Award:
2025 Creative Effectiveness Merit Award
Agency:
AlmapBBDO / Sao Paulo + Boiler / Filmes + Flow Effects / Sao Paulo + Raw Audio / Sao Paulo
Client:
Volkswagen
Title:
VW 70 Years Campaign
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS25_CE014M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Kraft Heinz / Shanghai + Goodidea / Shanghai
Client:
Heinz
Title:
Heinz Egg
Category:
Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
Annual ID:
OS25_CE022M
Award:
2025 Creative Effectiveness Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE034M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy Canada / Toronto
Client:
Dove
Title:
Cost of Beauty
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE016M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Kuala Lumpur
Client:
Colgate-Palmolive
Title:
A Million Logos
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE017M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE018M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Dentsu Creative Canada / Toronto + Skip
Client:
Skip
Title:
Inflation Cookbook
Category:
Creative Effectiveness / Consumer Services
Annual ID:
OS25_CE023M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Shanghai + Hongguan Art Lab / Shanghai + The Mill / Shanghai + Red Horse / Shanghai
Client:
Shanghai Science and Technology Elderly Service Center
Title:
Open All Ages
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS25_CE028M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Farner | Team Farner
Client:
National Council Islam Alijaj
Title:
Giving a Voice to the Unheard
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS25_CE029M
Award:
2025 Creative Effectiveness Merit Award
Agency:
VIRTUE Worldwide + MGA Entertainment + Barking Owl + PULSE Films
Client:
MGA Entertainment
Title:
Diss-Mas
Category:
Creative Effectiveness / Toys & Games
Annual ID:
OS25_CE037M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Creative Effectiveness / Durable Consumer Goods / Home Appliances
Annual ID:
OS25_CE024M
Award:
2025 Creative Effectiveness Merit Award
Agency:
LePub / Amsterdam
Client:
Philips
Title:
Refurb
Category:
Creative Effectiveness / Durable Consumer Goods / Home Appliances
Annual ID:
OS25_CE025M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Courage Inc. / Toronto + KFC / Toronto
Client:
KFC
Title:
Open Endorsement
Category:
Creative Effectiveness / Restaurants / Fast Food Outlets
Annual ID:
OS25_CE030M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Courage Inc. / Toronto + KFC / Toronto
Client:
KFC
Title:
Superstitious
Category:
Creative Effectiveness / Restaurants / Fast Food Outlets
Annual ID:
OS25_CE031M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Artists Equity / Los Angeles
Client:
Dunkin'
Title:
America Runs On Dunkin' [And Ben]
Category:
Creative Effectiveness / Restaurants / Fast Food Outlets
Annual ID:
OS25_CE032M