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
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Innovation / Use of Media in Public Relations
DOOM Mowers
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + B-reel Films / Stockholm
Client: Husqvarna Category: Innovation / Use of Media in Public Relations
Filter Caps
Agency: Ogilvy Colombia / Bogotá
Client: Filsa Category: Innovation / Execution in Design
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Technology
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Innovation / Execution in Film
The Athletes Code
Agency: Ogilvy / New York
Client: Powerade Category: Innovation / New Ideas in Health & Wellness
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client: Samsung Spain Category: Innovation / New Ideas in Health & Wellness
Duo's Big Game Reminder
Agency: Duolingo / Pittsburgh
Client: Duolingo Category: Innovation / Use of Media in Brand-Side / In-House
Sugarcane Vinyl
Agency: BBDO / New York + BACARDI + OMD USA + Cabin Editing Company
Client: BACARDÍ Category: Innovation / New Ideas in IP & Product Design
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Innovation / Use of Media in Radio & Audio
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
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 Branded Entertainment
Night Fishing
Agency: INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client: Hyundai Motor Company Category: Innovation / Use of Media in Branded Entertainment
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: Innovation / New Ideas in Out of Home
Eye Test Menu
Agency: Ogilvy / Bengaluru
Client: Titan Eye + Category: Innovation / New Ideas in Out of Home
Just Give a F*ck
Agency: Valtech Radon / Stockholm + RFSU AB / Stockholm
Client: RFSU Category: Innovation / Use of Media in Social Media
The Call Back Service
Agency: Special / New Zealand + Dentsu Creative Aotearoa / Auckland + RSA Films
Client: DB Breweries Category: Innovation / Use of Media in Interactive, Online, & Mobile
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Radio & Audio
Rock DNA
Agency: AlmapBBDO / Sao Paulo + Acaca / Sao Paulo + Punch Audio / Sao Paulo + 20DASH / Sao Paulo
Client: Billboard Category: Innovation / New Ideas in Radio & Audio
THE INTERRUPTED GOAL
Agency: Leo / Sao Paulo + FIAT / Sao Paulo
Client: FIAT Category: Innovation / Use of Media in Film
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / New Ideas in Creative Use of Data
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid
Client: Samsung Spain Category: Innovation / New Ideas in Technology
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Technology
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Execution in Radio & Audio
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Creative Use of Data
Award:
2025 Public Relations Bronze Pencil
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR024B
Award:
2025 Public Relations Bronze Pencil
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + B-reel Films / Stockholm
Client:
Husqvarna
Title:
DOOM Mowers
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR025B
Award:
2025 Design Bronze Pencil
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Innovation / Execution in Design
Annual ID:
OS25_DE044B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Technology
Annual ID:
OS25_CT022B
Award:
2025 Film & Video Bronze Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Innovation / Execution in Film
Annual ID:
OS25_FI044B
Award:
2025 Health & Wellness Bronze Pencil
Agency:
Ogilvy / New York
Client:
Powerade
Title:
The Athletes Code
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW030B
Award:
2025 Health & Wellness Bronze Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW031B
Award:
2025 Brand-Side / In-House Bronze Pencil
Agency:
Duolingo / Pittsburgh
Client:
Duolingo
Title:
Duo's Big Game Reminder
Category:
Innovation / Use of Media in Brand-Side / In-House
Annual ID:
OS25_BS025B
Award:
2025 IP & Product Design Bronze Pencil
Agency:
BBDO / New York + BACARDI + OMD USA + Cabin Editing Company
Client:
BACARDÍ
Title:
Sugarcane Vinyl
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP010B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Innovation / Use of Media in Radio & Audio
Annual ID:
OS25_RA018B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT020B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT021B
Award:
2025 Branded Entertainment Bronze 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 Branded Entertainment
Annual ID:
OS25_BE031B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
INNOCEAN / Seoul + Hyundai Motor Company / Seoul + Markenfilm Asia / Seoul + Stannum / Seoul
Client:
Hyundai Motor Company
Title:
Night Fishing
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE032B
Award:
2025 Out of Home Bronze Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
Innovation / New Ideas in Out of Home
Annual ID:
OS25_OH043B
Award:
2025 Out of Home Bronze Pencil
Agency:
Ogilvy / Bengaluru
Client:
Titan Eye +
Title:
Eye Test Menu
Category:
Innovation / New Ideas in Out of Home
Annual ID:
OS25_OH044B
Award:
2025 Social Media Bronze Pencil
Agency:
Valtech Radon / Stockholm + RFSU AB / Stockholm
Client:
RFSU
Title:
Just Give a F*ck
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM033B
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Agency:
Special / New Zealand + Dentsu Creative Aotearoa / Auckland + RSA Films
Client:
DB Breweries
Title:
The Call Back Service
Category:
Innovation / Use of Media in Interactive, Online, & Mobile
Annual ID:
OS25_IN031B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS25_RA015B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
AlmapBBDO / Sao Paulo + Acaca / Sao Paulo + Punch Audio / Sao Paulo + 20DASH / Sao Paulo
Client:
Billboard
Title:
Rock DNA
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS25_RA016B
Award:
2025 Film & Video Bronze Pencil
Agency:
Leo / Sao Paulo + FIAT / Sao Paulo
Client:
FIAT
Title:
THE INTERRUPTED GOAL
Category:
Innovation / Use of Media in Film
Annual ID:
OS25_FI045B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS25_CU017B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT018B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT019B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Radio & Audio
Annual ID:
OS25_RA017B