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
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Innovation / Use of Media in Public Relations
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Interactive, Online, & Mobile
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Pharma
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Innovation / New Ideas in Pharma
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Innovation / New Ideas in Gaming
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
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / New Ideas in Health & Wellness
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Innovation / New Ideas in IP & Product Design
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / Execution in Out of Home
One Second Ads
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Innovation / Use of Media in Social Media
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Branded Entertainment
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Direct Marketing
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Technology
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
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 Design Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Design
Annual ID:
OS25_DE010G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Interactive, Online, & Mobile
Annual ID:
OS25_IN008G
Award:
2025 Pharma Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH002G
Award:
2025 Pharma Gold 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:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH003G
Award:
2025 Gaming Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA004G
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 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:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW009G
Award:
2025 IP & Product Design Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP003G
Award:
2025 Out of Home Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Innovation / Execution in Out of Home
Annual ID:
OS25_OH011G
Award:
2025 Design Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Design
Annual ID:
OS25_DE011G
Award:
2025 Social Media Gold Pencil
Agency:
Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client:
Budweiser
Title:
One Second Ads
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM009G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE009G
Award:
2025 Film & Video Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Film
Annual ID:
OS25_FI006G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM011G
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:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT005G