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
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Design for Good
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / New Ideas in Direct Marketing
CARS TO WORK
Agency: Publicis Conseil / Paris
Client: RENAULT Category: Innovation / Execution in Direct Marketing
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Direct Marketing
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ Category: Innovation / Execution in Direct Marketing
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Direction / Single
Let There Be Cake
Agency: Carbon Films / Cape Town + Bananas / Johannesburg + Taprod / Bangkok
Client: KFC Thailand Category: Direction / Single
When You’ve Done Enough - Evil’d Enough
Agency: Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client: Uber/Uber Eats Category: Direction / Single
A Piece of Me
Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client: KPN Category: Original Music / Song
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Brand Voice
Blood Aid
Agency: DM9 / Sao Paulo
Client: DASA Health Diagnostics Category: Physical Products & Apparel
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Physical Products & Apparel
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
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Craft / Art Direction
The Philharmonic Prints
Agency: Scholz & Friends / Germany
Client: Berliner Philharmonie Category: Craft / Art Direction
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Art Direction
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Integrated / Omnichannel Campaign
Winning Isn't for Everyone
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: Integrated / Omnichannel Campaign
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Integrated / Omnichannel Campaign
Pinterest Predicts
Agency: Pinterest House of Creative + Mojo Supermarket / New York + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client: Pinterest Category: Creative Use of Data
Menopause Mode
Agency: AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client: LG Brasil Category: Use of Smart Devices & Voice Assistants
Better On a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client: Telstra Category: TV, VOD, & Online / 30 Seconds and Under - Series
When Thungry Get Naked
Agency: FIG + Naked Smoothies
Client: Naked Category: TV, VOD, & Online / 30 Seconds and Under - Series
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Interactive & Mobile for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Interactive & Mobile for Good
Squad Up
Agency: Uncommon Creative Studio / London + Supercell
Client: Supercell Category: Casting / Celebrity / Influencer
Stop Working Out in the Past
Agency: Pulse Films / Los Angeles + Quality Experience / New York
Client: Tonal Category: Production Design
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Production Design
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Production Design
Better on a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + Revolver / Sydney + Biscuit Filmworks / Los Angeles + Telstra / Sydney
Client: Telstra Category: Production Design
Everything or Nothing
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Production Design
Tormenta
Agency: AlmapBBDO / Sao Paulo + MyMama Entertainment / Sao Paulo + Satelite Audio / Sao Paulo + NASH / Sao Paulo
Client: O Boticário Category: Production Design
The First Speech
Agency: INNOCEAN / Berlin + Reporters Without Borders Germany / Berlin + Stink Berlin / Berlin
Client: Reporters Without Borders Category: TV, VOD, & Online / 61-90 Seconds - Series
Shot on iPhone ¡Suerte!
Agency: TBWA\Media Arts Lab / Los Angeles + Exile / Los Angeles + Pariah Creative / Los Angeles + Landia / Mexico City
Client: Apple Category: Craft / Art Direction
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Public Relations
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Customer Experience / CX
WINTER TAKES ON COLORS
Agency: DDB Warszawa
Client: McDonald’s Category: Experiential & Installations / Experiential & Immersive
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Experiential & Installations / Experiential & Immersive
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Experiential & Installations / Experiential & Immersive
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Direct Marketing for Good
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Direct Marketing for Good
Award:
2025 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Design for Good
Annual ID:
OS25_DE019S
Award:
2025 Direct Marketing Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM024S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS25_DM025S
Award:
2025 Direct Marketing Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS25_DM026S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Innovation / Execution in Direct Marketing
Annual ID:
OS25_DM027S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Direction / Single
Annual ID:
OS25_MI013S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Carbon Films / Cape Town + Bananas / Johannesburg + Taprod / Bangkok
Client:
KFC Thailand
Title:
Let There Be Cake
Category:
Direction / Single
Annual ID:
OS25_MI014S
Award:
2025 Moving Image Craft & Production Silver 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:
Direction / Single
Annual ID:
OS25_MI015S
Award:
2025 Music & Sound Craft Silver Pencil
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
Original Music / Song
Annual ID:
OS25_MS013S
Award:
2025 Public Relations Silver Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Brand Voice
Annual ID:
OS25_PR009S
Award:
2025 Public Relations Silver Pencil
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Brand Voice
Annual ID:
OS25_PR010S
Award:
2025 Print & Promotional Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
DASA Health Diagnostics
Title:
Blood Aid
Category:
Physical Products & Apparel
Annual ID:
OS25_PT008S
Award:
2025 Print & Promotional Silver Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Physical Products & Apparel
Annual ID:
OS25_PT009S
Award:
2025 Design Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Moving Image / Single
Annual ID:
OS25_DE016S
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 Out of Home Silver Pencil
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
Windows
Category:
Craft / Art Direction
Annual ID:
OS25_OH019S
Award:
2025 Out of Home Silver Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Art Direction
Annual ID:
OS25_OH020S
Award:
2025 Out of Home Silver Pencil
Agency:
Scholz & Friends / Germany
Client:
Berliner Philharmonie
Title:
The Philharmonic Prints
Category:
Craft / Art Direction
Annual ID:
OS25_OH021S
Award:
2025 Out of Home Silver Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Art Direction
Annual ID:
OS25_OH022S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG007S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Winning Isn't for Everyone
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG008S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG009S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
Pinterest House of Creative + Mojo Supermarket / New York + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client:
Pinterest
Title:
Pinterest Predicts
Category:
Creative Use of Data
Annual ID:
OS25_BS008S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client:
LG Brasil
Title:
Menopause Mode
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS25_IN013S
Award:
2025 Film & Video Silver 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:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI007S
Award:
2025 Film & Video Silver Pencil
Agency:
FIG + Naked Smoothies
Client:
Naked
Title:
When Thungry Get Naked
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI008S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Interactive & Mobile for Good
Annual ID:
OS25_IN016S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Interactive & Mobile for Good
Annual ID:
OS25_IN017S
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 Moving Image Craft & Production Silver Pencil
Agency:
Uncommon Creative Studio / London + Supercell
Client:
Supercell
Title:
Squad Up
Category:
Casting / Celebrity / Influencer
Annual ID:
OS25_MI030S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Pulse Films / Los Angeles + Quality Experience / New York
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
Production Design
Annual ID:
OS25_MI023S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Production Design
Annual ID:
OS25_MI024S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Production Design
Annual ID:
OS25_MI025S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Bear Meets Eagle On Fire / Sydney + Revolver / Sydney + Biscuit Filmworks / Los Angeles + Telstra / Sydney
Client:
Telstra
Title:
Better on a Better Mobile Network
Category:
Production Design
Annual ID:
OS25_MI026S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Everything or Nothing
Category:
Production Design
Annual ID:
OS25_MI027S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
AlmapBBDO / Sao Paulo + MyMama Entertainment / Sao Paulo + Satelite Audio / Sao Paulo + NASH / Sao Paulo
Client:
O Boticário
Title:
Tormenta
Category:
Production Design
Annual ID:
OS25_MI028S
Award:
2025 Film & Video Silver Pencil
Agency:
INNOCEAN / Berlin + Reporters Without Borders Germany / Berlin + Stink Berlin / Berlin
Client:
Reporters Without Borders
Title:
The First Speech
Category:
TV, VOD, & Online / 61-90 Seconds - Series
Annual ID:
OS25_FI009S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Exile / Los Angeles + Pariah Creative / Los Angeles + Landia / Mexico City
Client:
Apple
Title:
Shot on iPhone ¡Suerte!
Category:
Craft / Art Direction
Annual ID:
OS25_BE019S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Public Relations
Annual ID:
OS25_BS010S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client:
Airbnb
Title:
Icons
Category:
Customer Experience / CX
Annual ID:
OS25_IG010S
Award:
2025 Out of Home Silver Pencil
Agency:
DDB Warszawa
Client:
McDonald’s
Title:
WINTER TAKES ON COLORS
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS25_OH015S
Award:
2025 Out of Home Silver Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS25_OH016S
Award:
2025 Out of Home Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS25_OH017S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Direct Marketing for Good
Annual ID:
OS25_DM021S