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
LEGO Tuxedo Cat Launch
Agency: Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client: The LEGO Group Category: Social Post / Single Platform Series
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
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Branded AI / Campaign
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Stunts & Activations
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
Stop Working Out in the Past
Agency: Pulse Films / Los Angeles + Quality Experience / New York
Client: Tonal Category: Cinematography / Single
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Innovation / Use of Media in Public Relations
Assume That I Can
Agency: SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client: Coordown Category: Film & Video
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Visual Effects / Single
A Life in Sound
Agency: Uncommon Creative Studio / London + SiriusXM / New York
Client: SiriusXM Category: Use of Licensed Music
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Brand Partnerships
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Experiential / Immersive / Events
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: B2B Communications
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Series
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Multicultural Impact
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Online & Mobile
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Craft / Storytelling
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: Posters / Series
CARS TO WORK
Agency: Publicis Conseil / Paris
Client: RENAULT Category: Experiential / Customer Experience / CX
LONG LASTING RVIEWS
Agency: Publicis Conseil / Paris
Client: DARTY Category: Experiential / Customer Experience / CX
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Artist / Brand Collaboration
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Public Relations for Good
SATO 2531
Agency: Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client: Asuniwa Association / Think Name Project Category: Public Relations for Good
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Address Change
Agency: LG2 / Quebec + Dans La Rue + Circonflex + OKOK
Client: Dans La Rue Category: Social Media for Good
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Out of Home
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Data Visualization / Dynamic / Responsive
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Integrated / Omnichannel Campaign
MorumBIS
Agency: DAVID / São Paulo + Mondelēz / São Paulo + Hogarth Worldwide / São Paulo + PROS / São Paulo
Client: Mondelēz International Category: Brand Partnerships
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: Creative Effectiveness / Publications & Media / Books / News
Assume That I Can
Agency: SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client: Coordown Category: Social Media
Never Just A Period
Agency: AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client: Essity /Bodyform Category: Editing / Single
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Games / Gaming
Winning Isn't for Everyone
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: Craft / Writing
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Use of Technology
When You’ve Done Enough - Evil’d Enough
Agency: Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client: Uber/Uber Eats Category: Casting / Actor
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Use of Gaming as a Tool
Award:
2025 Social Media Gold Pencil
Agency:
Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
LEGO Tuxedo Cat Launch
Category:
Social Post / Single Platform Series
Annual ID:
OS25_SM005G
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 Use of AI Gold Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Branded AI / Campaign
Annual ID:
OS25_AI001G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Use of Humor
Annual ID:
OS25_IG004G
Award:
2025 Social Media Gold Pencil
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Stunts & Activations
Annual ID:
OS25_SM006G
Award:
2025 Design Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_DE005G
Award:
2025 Design Gold Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_DE006G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Pulse Films / Los Angeles + Quality Experience / New York
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
Cinematography / Single
Annual ID:
OS25_MI005G
Award:
2025 Public Relations Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR008G
Award:
2025 Health & Wellness Gold Pencil
Agency:
SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client:
Coordown
Title:
Assume That I Can
Category:
Film & Video
Annual ID:
OS25_HW005G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Visual Effects / Single
Annual ID:
OS25_MI007G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
Uncommon Creative Studio / London + SiriusXM / New York
Client:
SiriusXM
Title:
A Life in Sound
Category:
Use of Licensed Music
Annual ID:
OS25_MS002G
Award:
2025 Print & Promotional Gold Pencil
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_PT005G
Award:
2025 Print & Promotional Gold Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Photography
Annual ID:
OS25_PT006G
Award:
2025 Out of Home Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Brand Partnerships
Annual ID:
OS25_OH008G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Experiential / Immersive / Events
Annual ID:
OS25_BS001G
Award:
2025 Out of Home Gold Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
B2B Communications
Annual ID:
OS25_OH006G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Use of Technology
Annual ID:
OS25_MS005G
Award:
2025 Out of Home Gold Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH003G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_EX003G
Award:
2025 Cultural Driver Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Multicultural Impact
Annual ID:
OS25_CD002G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Creative Use of Data
Annual ID:
OS25_IN002G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client:
Verizon
Title:
THE MET REPLICA
Category:
Online & Mobile
Annual ID:
OS25_BS003G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Craft / Storytelling
Annual ID:
OS25_IG006G
Award:
2025 Design Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Design
Annual ID:
OS25_DE010G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
750mph / London
Client:
Netflix
Title:
You're Not Ready
Category:
Sound Mixing
Annual ID:
OS25_MS004G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_BE005G
Award:
2025 Out of Home Gold Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
Posters / Series
Annual ID:
OS25_OH002G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Experiential / Customer Experience / CX
Annual ID:
OS25_DM001G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
DARTY
Title:
LONG LASTING RVIEWS
Category:
Experiential / Customer Experience / CX
Annual ID:
OS25_DM002G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Artist / Brand Collaboration
Annual ID:
OS25_MS003G
Award:
2025 Public Relations Gold Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Public Relations for Good
Annual ID:
OS25_PR005G
Award:
2025 Public Relations 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:
Public Relations for Good
Annual ID:
OS25_PR006G
Award:
2025 Creative Use of Technology 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_CT003G
Award:
2025 Social Media Gold Pencil
Agency:
LG2 / Quebec + Dans La Rue + Circonflex + OKOK
Client:
Dans La Rue
Title:
Address Change
Category:
Social Media for Good
Annual ID:
OS25_SM007G
Award:
2025 Health & Wellness Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Out of Home
Annual ID:
OS25_HW007G
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 Brand-Side / In-House Gold Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_BS004G
Award:
2025 Public Relations Gold Pencil
Agency:
DAVID / São Paulo + Mondelēz / São Paulo + Hogarth Worldwide / São Paulo + PROS / São Paulo
Client:
Mondelēz International
Title:
MorumBIS
Category:
Brand Partnerships
Annual ID:
OS25_PR007G
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 Health & Wellness Gold Pencil
Agency:
SMALL / New York + Coordown / Rome + Indiana Production / Milan
Client:
Coordown
Title:
Assume That I Can
Category:
Social Media
Annual ID:
OS25_HW006G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Editing / Single
Annual ID:
OS25_MI004G
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 Integrated / Omnichannel Gold Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Winning Isn't for Everyone
Category:
Craft / Writing
Annual ID:
OS25_IG005G
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 Moving Image Craft & Production Gold Pencil
Agency:
Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client:
Uber/Uber Eats
Title:
When You’ve Done Enough - Evil’d Enough
Category:
Casting / Actor
Annual ID:
OS25_MI008G
Award:
2025 Health & Wellness Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Products
Annual ID:
OS25_HW003G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Commerce
Annual ID:
OS25_IN003G
Award:
2025 Gaming Gold Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA001G
