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
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / Execution in Film
Fit My Feet
Agency: McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client: Buckaroo Footwear Category: Products for Good
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Dynamic Data Visualization
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
The Vluit Project
Agency: Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client: AfriSam Category: Experiential Audio
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in IP & Product Design
Brian Cox Goes to College
Agency: Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client: Uber One Category: Writing / Single
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: B2B Communications
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: B2B Communications
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Radio & Audio
World Cup Delivery
Agency: GUT / Buenos Aires + PedidosYa / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client: Delivery Hero/ PedidosYa Category: Creative Effectiveness / Retail
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Craft / Photography
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Creative Use of Data
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Brand Partnerships
Most Likely To
Agency: Ogilvy Canada / Toronto
Client: Dove Category: Integrated / Omnichannel Campaign
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Integrated / Omnichannel Campaign
Coors Light Coors Light
Agency: Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client: Molson Coors Beverage Company 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
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: B2B Communications
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Craft / Use of Technology
Shot on Faber-Castell
Agency: DAVID / São Paulo + Faber-Castell / SAO PAULO
Client: Faber-Castell Category: Craft / Illustration
UnCrush
Agency: BBH USA / New York + Samsung Electronics America / Plano TX + Harbor Picture Company + No Face Studio
Client: Samsung Electronics America Category: Social Post / Real-time Response
Windows Break
Agency: Courage Inc. / Toronto + KitKat / Nestlé Canada / Toronto + Thrive Media / Toronto + Alter Ego / Toronto
Client: KitKat Category: Social Post / Real-time Response
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential Music & Sound
Massage, Tennis, Board Game, Lawnmower
Agency: Biscuit Filmworks + Wieden+Kennedy / Amsterdam
Client: Hennessy Category: Direction / Series
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Targeting
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Craft / Use of Technology
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Experiential & Immersive
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ Category: Innovation / New Ideas in Out of Home
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Creative Use of Data
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Innovation / Use of Media in Out of Home
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ Category: Out of Home for Good
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Craft / Art Direction
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Craft / Art Direction
Motorola Deep Connect
Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client: Motorola Category: Experiential / In-person
Signs: AI Powered Sign Language Education
Agency: Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client: NVIDIA, American Society for Deaf Children Category: Innovation in AI
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Craft / Illustration
Uncle KFC's Rice Bowl
Agency: Wolf BKK / Bangkok + Suneta House / Bangkok
Client: KFC Thailand Category: Long Form Video / Single
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Long Form Video / Single
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 / Events
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Experiential / Brand Installations
Genius of Form and Substance
Agency: Landor / Milan
Client: Imperia Category: Brand Identity / Rebranding
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / New Ideas in Experiential & Immersive
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Design for Good
Award:
2025 Film & Video Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / Execution in Film
Annual ID:
OS25_FI020S
Award:
2025 IP & Product Design Silver Pencil
Agency:
McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client:
Buckaroo Footwear
Title:
Fit My Feet
Category:
Products for Good
Annual ID:
OS25_IP005S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Craft / Dynamic Data Visualization
Annual ID:
OS25_EX015S
Award:
2025 IP & Product Design Silver Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_IP004S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client:
AfriSam
Title:
The Vluit Project
Category:
Experiential Audio
Annual ID:
OS25_EX009S
Award:
2025 IP & Product Design Silver Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP006S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client:
Uber One
Title:
Brian Cox Goes to College
Category:
Writing / Single
Annual ID:
OS25_MI017S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
B2B Communications
Annual ID:
OS25_IG011S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
B2B Communications
Annual ID:
OS25_IG012S
Award:
2025 Radio & Audio-First Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Radio & Audio
Annual ID:
OS25_RA009S
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
GUT / Buenos Aires + PedidosYa / Buenos Aires + Lanzallamas / Buenos Aires + Paisanos.io / Buenos Aires
Client:
Delivery Hero/ PedidosYa
Title:
World Cup Delivery
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE007S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Animation / Single
Annual ID:
OS25_MI021S
Award:
2025 Design Silver Pencil
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Craft / Photography
Annual ID:
OS25_DE023S
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 Branded Entertainment Silver Pencil
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Brand Partnerships
Annual ID:
OS25_BE018S
Award:
2025 Film & Video Silver Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_FI013S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Ogilvy Canada / Toronto
Client:
Dove
Title:
Most Likely To
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM015S
Award:
2025 Direct Marketing 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_DM016S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client:
Molson Coors Beverage Company
Title:
Coors Light Coors Light
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM017S
Award:
2025 Direct Marketing Silver 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_DM018S
Award:
2025 Direct Marketing Silver Pencil
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
B2B Communications
Annual ID:
OS25_DM020S
Award:
2025 Gaming Silver Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Game Marketing
Annual ID:
OS25_GA005S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Craft / Use of Technology
Annual ID:
OS25_BE020S
Award:
2025 Out of Home Silver Pencil
Agency:
DAVID / São Paulo + Faber-Castell / SAO PAULO
Client:
Faber-Castell
Title:
Shot on Faber-Castell
Category:
Craft / Illustration
Annual ID:
OS25_OH023S
Award:
2025 Social Media Silver Pencil
Agency:
BBH USA / New York + Samsung Electronics America / Plano TX + Harbor Picture Company + No Face Studio
Client:
Samsung Electronics America
Title:
UnCrush
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM010S
Award:
2025 Social Media Silver Pencil
Agency:
Courage Inc. / Toronto + KitKat / Nestlé Canada / Toronto + Thrive Media / Toronto + Alter Ego / Toronto
Client:
KitKat
Title:
Windows Break
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM011S
Award:
2025 Music & Sound Craft Silver 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:
Experiential Music & Sound
Annual ID:
OS25_MS007S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Biscuit Filmworks + Wieden+Kennedy / Amsterdam
Client:
Hennessy
Title:
Massage, Tennis, Board Game, Lawnmower
Category:
Direction / Series
Annual ID:
OS25_MI016S
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 Brand-Side / In-House Silver Pencil
Agency:
Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client:
Verizon
Title:
THE MET REPLICA
Category:
Craft / Use of Technology
Annual ID:
OS25_BS013S
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 Out of Home 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 / New Ideas in Out of Home
Annual ID:
OS25_OH025S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Creative Use of Data
Annual ID:
OS25_CT009S
Award:
2025 Out of Home Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS25_OH026S
Award:
2025 Interactive, Online & Mobile Silver 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_IN012S
Award:
2025 Out of Home Silver Pencil
Agency:
Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Out of Home for Good
Annual ID:
OS25_OH018S
Award:
2025 Design Silver Pencil
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Craft / Art Direction
Annual ID:
OS25_DE020S
Award:
2025 Design Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Craft / Art Direction
Annual ID:
OS25_DE021S
Award:
2025 Creative Use of Technology Silver Pencil
Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client:
Motorola
Title:
Motorola Deep Connect
Category:
Experiential / In-person
Annual ID:
OS25_CT007S
Award:
2025 Creative Use of AI Silver Pencil
Agency:
Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client:
NVIDIA, American Society for Deaf Children
Title:
Signs: AI Powered Sign Language Education
Category:
Innovation in AI
Annual ID:
OS25_AI003S
Award:
2025 Design Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Craft / Illustration
Annual ID:
OS25_DE022S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Wolf BKK / Bangkok + Suneta House / Bangkok
Client:
KFC Thailand
Title:
Uncle KFC's Rice Bowl
Category:
Long Form Video / Single
Annual ID:
OS25_BE010S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Long Form Video / Single
Annual ID:
OS25_BE011S
Award:
2025 Pharma Silver 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:
Experiential / Immersive / Events
Annual ID:
OS25_PH004S
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Experiential / Brand Installations
Annual ID:
OS25_BE015S
Award:
2025 Design Silver Pencil
Agency:
COLLINS / New York
Client:
The Sims
Title:
The Sims
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE012S
Award:
2025 Design Silver Pencil
Agency:
Landor / Milan
Client:
Imperia
Title:
Genius of Form and Substance
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE013S
Award:
2025 Experiential & Immersive Silver 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 Experiential & Immersive
Annual ID:
OS25_EX016S
Award:
2025 Design Silver Pencil
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Design for Good
Annual ID:
OS25_DE017S
Award:
2025 Design Silver Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Design for Good
Annual ID:
OS25_DE018S