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: Best of Experiential & Immersive
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
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
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Craft / Art Direction
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Events / Hybrid
Rice of Glory
Agency: Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client: Super Extra Category: Commerce
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential & Immersive for Good
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Experiential & Immersive for Good
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / Execution in Experiential & Immersive
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Dynamic Data Visualization
The Vluit Project
Agency: Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client: AfriSam Category: Experiential Audio
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
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: B2B Communications
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Commerce
CARS TO WORK
Agency: Publicis Conseil / Paris
Client: RENAULT Category: Experiential & Immersive for Good
The Spot
Agency: Ogilvy Australia / Sydney + Glue Society / Sydney + Revolver / Sydney
Client: La Roche-Posay x Bristol Myers Squibb Category: Experiential & Immersive for Good
Filter Caps
Agency: Ogilvy Colombia / Bogotá
Client: Filsa Category: Experiential & Immersive for Good
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential Audio
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Craft / Art Direction
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Storytelling
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Mayo Haters
Agency: GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client: NotCo Kraft Heinz Category: Events / Hybrid
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Events / Hybrid
TouchBoards Discount
Agency: Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client: Itaú Category: Events / Hybrid
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Experiential & Immersive for Good
Rockseeds
Agency: Change an FCB alliance / Paris + FCB Global / New York
Client: TBS - UNESCO - ONE OCEAN Category: Experiential & Immersive for Good
Selfless Shelves
Agency: FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client: Arla Category: Experiential & Immersive for Good
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Experiential & Immersive for Good
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Experiential & Immersive for Good
Olympic Games Opening Ceremony Paris 2024
Agency: Paname 24 / Paris
Client: Paris 2024 Category: Experiential & Immersive for Good
Having sex, we can boost the economy
Agency: Zurda / Buenos Aires + Tulipán Argentina / Buenos Aires + Retina / Buenos Aires
Client: Tulipán Argentina Category: Brand Partnerships
Pizzaria Di Yesterday
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Brand Partnerships
Selfless Shelves
Agency: FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client: Arla Category: Brand Partnerships
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Brand Partnerships
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Brand Partnerships
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Brand Partnerships
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
Award:
2025 Experiential & Immersive Best of Discipline Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Best of Experiential & Immersive
Annual ID:
OS25_EX000G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_EX003G
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:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_EX001G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_EX002G
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 Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Craft / Art Direction
Annual ID:
OS25_EX004G
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Events / Hybrid
Annual ID:
OS25_EX008S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Commerce
Annual ID:
OS25_EX010S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client:
Super Extra
Title:
Rice of Glory
Category:
Commerce
Annual ID:
OS25_EX011S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX012S
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:
Experiential & Immersive for Good
Annual ID:
OS25_EX013S
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:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS25_EX015S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client:
AfriSam
Title:
The Vluit Project
Category:
Experiential Audio
Annual ID:
OS25_EX009S
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 Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Technology
Annual ID:
OS25_EX014S
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
B2B Communications
Annual ID:
OS25_EX021B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_EX022B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Commerce
Annual ID:
OS25_EX020B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX023B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy Australia / Sydney + Glue Society / Sydney + Revolver / Sydney
Client:
La Roche-Posay x Bristol Myers Squibb
Title:
The Spot
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX024B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX025B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy / Taipei
Client:
Luckin Coffee
Title:
Moutai Latte
Category:
Brand Partnerships
Annual ID:
OS25_EX026B
Award:
2025 Experiential & Immersive 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:
Experiential Audio
Annual ID:
OS25_EX019B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Craft / Art Direction
Annual ID:
OS25_EX027B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Craft / Storytelling
Annual ID:
OS25_EX029B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Physical Products
Annual ID:
OS25_EX018B
Award:
2025 Experiential & Immersive Bronze 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_EX028B
Award:
2025 Experiential & Immersive Merit Award
Agency:
GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client:
NotCo Kraft Heinz
Title:
Mayo Haters
Category:
Events / Hybrid
Annual ID:
OS25_EX038M
Award:
2025 Experiential & Immersive Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Events / Hybrid
Annual ID:
OS25_EX039M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client:
Itaú
Title:
TouchBoards Discount
Category:
Events / Hybrid
Annual ID:
OS25_EX040M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Commerce
Annual ID:
OS25_EX061M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Commerce
Annual ID:
OS25_EX062M
Award:
2025 Experiential & Immersive Merit Award
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX063M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Change an FCB alliance / Paris + FCB Global / New York
Client:
TBS - UNESCO - ONE OCEAN
Title:
Rockseeds
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX064M
Award:
2025 Experiential & Immersive Merit Award
Agency:
FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client:
Arla
Title:
Selfless Shelves
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX065M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX066M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX067M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Paname 24 / Paris
Client:
Paris 2024
Title:
Olympic Games Opening Ceremony Paris 2024
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX068M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Zurda / Buenos Aires + Tulipán Argentina / Buenos Aires + Retina / Buenos Aires
Client:
Tulipán Argentina
Title:
Having sex, we can boost the economy
Category:
Brand Partnerships
Annual ID:
OS25_EX069M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Pizzaria Di Yesterday
Category:
Brand Partnerships
Annual ID:
OS25_EX070M
Award:
2025 Experiential & Immersive Merit Award
Agency:
FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client:
Arla
Title:
Selfless Shelves
Category:
Brand Partnerships
Annual ID:
OS25_EX071M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Brand Partnerships
Annual ID:
OS25_EX072M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Brand Partnerships
Annual ID:
OS25_EX073M
Award:
2025 Experiential & Immersive Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Brand Partnerships
Annual ID:
OS25_EX074M
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
