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
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: B2B Communications
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: B2B Communications
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Install Our Logo
Agency: Leo Mexico / Mexico City + GATO / Mexico City
Client: ADT Security Category: Creative Effectiveness / Consumer Services
Move forward.
Agency: DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Posters / Series
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
Uncle KFC's Rice Bowl
Agency: Wolf BKK / Bangkok + Suneta House / Bangkok
Client: KFC Thailand Category: Use of Humor
One Second Ads
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Innovation / Use of Media in Social Media
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Craft / Art Direction
Change Your World
Agency: Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client: Squarespace Category: Craft / Art Direction
SATO 2531
Agency: Dentsu Digital Inc. / Tokyo + Platinum, Inc. / Tokyo + TAIYO KIKAKU Co., Ltd. / Tokyo
Client: Asuniwa Association / Think Name Project Category: Popular Culture Impact
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Social Channel / Single Platform
Nutter Butter, You Good?
Agency: Dentsu Creative / New York
Client: Mondelēz International / Nutter Butter Category: Social Channel / Single Platform
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Audio
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Branded Entertainment
Hey Jude
Agency: Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client: adidas Category: Social Post / Single
Olympic Curry
Agency: DDB Paris / Paris + McDonald's / Paris
Client: McDonald's Category: Social Post / Single
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Out of Home for Good
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Experiential / In-person
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client: Samsung Spain Category: Innovation in AI
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Film & Video
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Gaming / Online
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Digital & Online / Websites & Mobile
Better On a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client: Telstra Category: Animation / Series
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Design for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Direct Marketing
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
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Physical Products & Apparel
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Use of Drama
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Moving Image / Single
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Integrated / Omnichannel Campaign
Other Hand
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Integrated / Omnichannel Campaign
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Integrated / Omnichannel Campaign
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Technology
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Craft / Art Direction
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Out of Home / Series
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Award:
2025 Direct Marketing 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_DM006G
Award:
2025 Direct Marketing Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_DM007G
Award:
2025 Direct Marketing Gold Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
B2B Communications
Annual ID:
OS25_DM008G
Award:
2025 Branded Entertainment Gold 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_BE008G
Award:
2025 Creative Effectiveness Gold Pencil
Agency:
Leo Mexico / Mexico City + GATO / Mexico City
Client:
ADT Security
Title:
Install Our Logo
Category:
Creative Effectiveness / Consumer Services
Annual ID:
OS25_CE003G
Award:
2025 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Move forward.
Category:
Posters / Series
Annual ID:
OS25_DE001G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Use of Technology
Annual ID:
OS25_MI011G
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 Moving Image Craft & Production Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation in Moving Image Craft
Annual ID:
OS25_MI012G
Award:
2025 Direct Marketing Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Digital & Online / Email & Newsletters
Annual ID:
OS25_DM004G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Wolf BKK / Bangkok + Suneta House / Bangkok
Client:
KFC Thailand
Title:
Uncle KFC's Rice Bowl
Category:
Use of Humor
Annual ID:
OS25_BE006G
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 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Craft / Art Direction
Annual ID:
OS25_BS005G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client:
Squarespace
Title:
Change Your World
Category:
Craft / Art Direction
Annual ID:
OS25_BS006G
Award:
2025 Cultural Driver 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:
Popular Culture Impact
Annual ID:
OS25_CD001G
Award:
2025 Social Media Gold Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Social Channel / Single Platform
Annual ID:
OS25_SM001G
Award:
2025 Social Media Gold Pencil
Agency:
Dentsu Creative / New York
Client:
Mondelēz International / Nutter Butter
Title:
Nutter Butter, You Good?
Category:
Social Channel / Single Platform
Annual ID:
OS25_SM002G
Award:
2025 Branded Entertainment 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:
Audio
Annual ID:
OS25_BE001G
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 Social Media Gold Pencil
Agency:
Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client:
adidas
Title:
Hey Jude
Category:
Social Post / Single
Annual ID:
OS25_SM003G
Award:
2025 Social Media Gold Pencil
Agency:
DDB Paris / Paris + McDonald's / Paris
Client:
McDonald's
Title:
Olympic Curry
Category:
Social Post / Single
Annual ID:
OS25_SM004G
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:
Out of Home for Good
Annual ID:
OS25_OH007G
Award:
2025 Design Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Art Direction
Annual ID:
OS25_DE008G
Award:
2025 Print & Promotional Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Product Packaging
Annual ID:
OS25_PT003G
Award:
2025 Direct Marketing Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Technology
Annual ID:
OS25_DM010G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Experiential / In-person
Annual ID:
OS25_CT002G
Award:
2025 Creative Use of AI Gold Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation in AI
Annual ID:
OS25_AI002G
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 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Film & Video
Annual ID:
OS25_BS002G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Gaming / Online
Annual ID:
OS25_IN001G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM003G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client:
Telstra
Title:
Better On a Better Mobile Network
Category:
Animation / Series
Annual ID:
OS25_MI006G
Award:
2025 Design Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Design for Good
Annual ID:
OS25_DE007G
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 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 Branded Entertainment Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_BE004G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Ogilvy Canada / Toronto
Client:
Dove
Title:
Most Likely To
Category:
Direction / Single
Annual ID:
OS25_MI001G
Award:
2025 Print & Promotional Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Physical Products & Apparel
Annual ID:
OS25_PT002G
Award:
2025 Film & Video Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Use of Drama
Annual ID:
OS25_FI005G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation in Music & Sound Craft
Annual ID:
OS25_MS006G
Award:
2025 Design Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Moving Image / Single
Annual ID:
OS25_DE004G
Award:
2025 Out of Home Gold Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Art Direction
Annual ID:
OS25_OH009G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG001G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG002G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG003G
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
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Craft / Art Direction
Annual ID:
OS25_BE007G
Award:
2025 Design Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Out of Home / Series
Annual ID:
OS25_DE002G
Award:
2025 Public Relations Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_PR002G