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
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Experiential & Immersive
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Experiential & Immersive
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Innovation / Use of Media in Experiential & Immersive
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / Execution in Experiential & Immersive
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / New Ideas in Experiential & Immersive
The Billboard Run
Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client: adidas Category: Innovation / Use of Media in Experiential & Immersive
The Whopper Island
Agency: DM9 / Sao Paulo
Client: Burger King Category: Innovation / Use of Media in Experiential & Immersive
Screensaver Saver
Agency: Goodby Silverstein & Partners
Client: Zaxbys Category: Innovation / Use of Media in Experiential & Immersive
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Experiential & Immersive
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Execution in Experiential & Immersive
Annual ID:
OS25_EX005G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Experiential & Immersive
Annual ID:
OS25_EX006G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX007G
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / Execution in Experiential & Immersive
Annual ID:
OS25_EX017S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Innovation / New Ideas in Experiential & Immersive
Annual ID:
OS25_EX016S
Award:
2025 Experiential & Immersive Merit Award
Agency:
Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client:
adidas
Title:
The Billboard Run
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX081M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX082M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Zaxbys
Title:
Screensaver Saver
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX083M