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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Agency
Client
Title
Category
Annual ID
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Data Visualization / Dynamic / Responsive
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Use of Technology
SATO 2531
Agency: Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client: Asuniwa Association / Think Name Project Category: Data for Good
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + Nexus Studios / London + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland
Client: Mars NZ Category: Innovation / Use of Media in Creative Use of Data
Room for Everyone
Agency: McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client: Mastercard Category: B2B Communications
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Real-Time Data
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Creative Use of Data
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Targeting
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Experiential & Immersive
4th Judge
Agency: BigTime Creative Shop / Riyadh
Client: the ring magazine Category: Innovation / New Ideas in Creative Use of Data
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Creative Use of Data
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid
Client: Samsung Spain Category: Use of Technology
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Storytelling
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Data for Good
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / New Ideas in Creative Use of Data
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Creative Use of Data
Blood Aid
Agency: DM9 / Sao Paulo
Client: DASA Health Diagnostics Category: Data-Driven Personalization
Skin Like Me
Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client: Bepanthen Category: Data-Driven Personalization
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Kanagawa
Client: JAPAN BLIND JUDO FEDERATION Category: Use of Technology
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Use of Technology
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Use of Technology
The Missing PortrAIts
Agency: Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client: Piracanjuba Category: Data Visualization / Static
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Real-Time Data
The Shaded Route
Agency: VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client: Hungerstation Category: Real-Time Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Real-Time Data
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Storytelling
The Truth Should Be Ordinary
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Storytelling
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Storytelling
So Many Dicks
Agency: OBERLAND / New York + e.l.f. Beauty + Office of Development & Design
Client: e.l.f. Beauty Category: Storytelling
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Innovation / Execution in Creative Use of Data
Following Wildfire
Agency: Dentsu Creative Canada / Toronto + tentree / Vancouver
Client: tentree Category: Social Media
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Targeting
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential & Immersive
Rainbow Washing Detector
Agency: DDB MEXICO SA DE CV / México + Estudios Machina / Colombia + Porter Novelli / México + Habitant Productions / Mexico City
Client: Capaxia Category: Data for Good
Lethal Trends Warning System
Agency: TBWA\Helsinki / Helsinki + Inuits / Helsinki
Client: Mannerheim League for Child Welfare Category: Data for Good
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client: Japan Blind Judo Federation Category: Data for Good
Award:
2025 Creative Use of Data Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Creative Use of Data
Annual ID:
OS25_CU000G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Data Visualization / Dynamic / Responsive
Annual ID:
OS25_CU001G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Use of Technology
Annual ID:
OS25_CU002G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_CU003G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client:
Asuniwa Association / Think Name Project
Title:
SATO 2531
Category:
Data for Good
Annual ID:
OS25_CU004G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
Colenso BBDO / Auckland + Nexus Studios / London + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS25_CU005G
Award:
2025 Creative Use of Data Silver Pencil
Agency:
McCann Poland / Warsaw + Mastercard / Warsaw + McCann Worldgroup Romania / Bucharest
Client:
Mastercard
Title:
Room for Everyone
Category:
B2B Communications
Annual ID:
OS25_CU009S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Real-Time Data
Annual ID:
OS25_CU008S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Creative Use of Data
Annual ID:
OS25_CU012S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Targeting
Annual ID:
OS25_CU006S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Experiential & Immersive
Annual ID:
OS25_CU007S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
BigTime Creative Shop / Riyadh
Client:
the ring magazine
Title:
4th Judge
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS25_CU010S
Award:
2025 Creative Use of Data Silver Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS25_CU011S
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Use of Technology
Annual ID:
OS25_CU014B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Storytelling
Annual ID:
OS25_CU013B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Publicis Conseil / Paris
Client:
SOLAR IMPULSE
Title:
AI. IMPULSE
Category:
Data for Good
Annual ID:
OS25_CU015B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Data for Good
Annual ID:
OS25_CU016B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS25_CU017B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS25_CU018B
Award:
2025 Creative Use of Data Merit Award
Agency:
DM9 / Sao Paulo
Client:
DASA Health Diagnostics
Title:
Blood Aid
Category:
Data-Driven Personalization
Annual ID:
OS25_CU036M
Award:
2025 Creative Use of Data Merit Award
Agency:
Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client:
Bepanthen
Title:
Skin Like Me
Category:
Data-Driven Personalization
Annual ID:
OS25_CU037M
Award:
2025 Creative Use of Data Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
PLUG-INN FOR BUSINESS
Category:
Commerce
Annual ID:
OS25_CU038M
Award:
2025 Creative Use of Data Merit Award
Agency:
Publicis Conseil / Paris
Client:
DARTY
Title:
LONG LASTING RVIEWS
Category:
Commerce
Annual ID:
OS25_CU039M
Award:
2025 Creative Use of Data Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Use of Technology
Annual ID:
OS25_CU032M
Award:
2025 Creative Use of Data Merit Award
Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Kanagawa
Client:
JAPAN BLIND JUDO FEDERATION
Title:
VISIONGRAM
Category:
Use of Technology
Annual ID:
OS25_CU033M
Award:
2025 Creative Use of Data Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Use of Technology
Annual ID:
OS25_CU034M
Award:
2025 Creative Use of Data Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Use of Technology
Annual ID:
OS25_CU035M
Award:
2025 Creative Use of Data Merit Award
Agency:
Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client:
Piracanjuba
Title:
The Missing PortrAIts
Category:
Data Visualization / Static
Annual ID:
OS25_CU019M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Real-Time Data
Annual ID:
OS25_CU028M
Award:
2025 Creative Use of Data Merit Award
Agency:
Doner / Detroit
Client:
Saucony
Title:
The Marathumb Challenge
Category:
Real-Time Data
Annual ID:
OS25_CU029M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client:
Hungerstation
Title:
The Shaded Route
Category:
Real-Time Data
Annual ID:
OS25_CU030M
Award:
2025 Creative Use of Data Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Real-Time Data
Annual ID:
OS25_CU031M
Award:
2025 Creative Use of Data Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Storytelling
Annual ID:
OS25_CU021M
Award:
2025 Creative Use of Data Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Truth Should Be Ordinary
Category:
Storytelling
Annual ID:
OS25_CU022M
Award:
2025 Creative Use of Data 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:
Storytelling
Annual ID:
OS25_CU023M
Award:
2025 Creative Use of Data Merit Award
Agency:
OBERLAND / New York + e.l.f. Beauty + Office of Development & Design
Client:
e.l.f. Beauty
Title:
So Many Dicks
Category:
Storytelling
Annual ID:
OS25_CU024M
Award:
2025 Creative Use of Data Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Innovation / Execution in Creative Use of Data
Annual ID:
OS25_CU046M
Award:
2025 Creative Use of Data Merit Award
Agency:
Dentsu Creative Canada / Toronto + tentree / Vancouver
Client:
tentree
Title:
Following Wildfire
Category:
Social Media
Annual ID:
OS25_CU025M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Dubai
Client:
HungerStation
Title:
The Social Feed
Category:
Social Media
Annual ID:
OS25_CU026M
Award:
2025 Creative Use of Data Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Targeting
Annual ID:
OS25_CU020M
Award:
2025 Creative Use of Data 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:
Experiential & Immersive
Annual ID:
OS25_CU027M
Award:
2025 Creative Use of Data Merit Award
Agency:
FCB New Zealand
Client:
Green Cross Health
Title:
Awkboards
Category:
Brand Partnerships
Annual ID:
OS25_CU044M
Award:
2025 Creative Use of Data Merit Award
Agency:
PS21 / Madrid
Client:
KFC
Title:
KFC Drive Thru Grand Prix
Category:
Brand Partnerships
Annual ID:
OS25_CU045M
Award:
2025 Creative Use of Data Merit Award
Agency:
DDB MEXICO SA DE CV / México + Estudios Machina / Colombia + Porter Novelli / México + Habitant Productions / Mexico City
Client:
Capaxia
Title:
Rainbow Washing Detector
Category:
Data for Good
Annual ID:
OS25_CU040M
Award:
2025 Creative Use of Data Merit Award
Agency:
TBWA\Helsinki / Helsinki + Inuits / Helsinki
Client:
Mannerheim League for Child Welfare
Title:
Lethal Trends Warning System
Category:
Data for Good
Annual ID:
OS25_CU041M
Award:
2025 Creative Use of Data Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Data for Good
Annual ID:
OS25_CU042M