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
Pressed
Agency: Ogilvy / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Single
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Direct Marketing
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Storytelling
Love the Racks
Agency: WoW Studios / Chicago + Whirlpool Corporation / Benton Harbor
Client: KitchenAid Category: Branded Content
Google — Year in Search 2024
Agency: Google / Mountain View
Client: Google Category: Branded Content
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Digital Design
The Comments Section
Agency: Droga5 ANZ, part of Accenture Song / Sydney + The Sweetshop + ALT VFX
Client: Meat & Livestock Australia Category: Writing / Single
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Craft / Art Direction
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
Sleep with Rain
Agency: West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client: AT&T Business Category: B2B Communications
Samsung ThrowBack Deals
Agency: MRM BRAZIL / São Paulo + Samsung Brazil / São Paulo
Client: Samsung Category: Creative Effectiveness / Retail
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Brand Partnerships
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Brand Partnerships
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Animation / Single
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Animation / Single
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Art Direction
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Craft / Art Direction
Magnificent
Agency: The Nine / Shanghai
Client: Yotkan Ancient City in Xinjiang, China Category: Craft / Photography
For Every Slice of Sun
Agency: DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client: Corona Category: Craft / Photography
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
The Call Back Service
Agency: Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client: DB Breweries Category: Integrated / Omnichannel Campaign
5-Star Theater with Adam Driver
Agency: Amazon XCM + Caviar
Client: Amazon Category: TV, VOD, & Online / Varying Length Series
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Branded Content
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Craft / Use of Technology
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Craft / Use of Technology - AI
CHECOLAND
Agency: Wieden+Kennedy México / Mexico City + Uber Eats México / CDMX
Client: Uber Eats Category: Use of Humor
Tell Your Universe
Agency: DENTSU INC. / Tokyo
Client: Nikkei Inc. / The Nikkei Hoshi Awards Category: Posters / Series
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Storytelling
Back to Discount
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Aldi France Category: Social Post / Real-time Response
Honest Packaging
Agency: Bedow / Stockholm
Client: GBGT Box Category: Craft / Printing & Paper Craft
Tremors vs. Tremors
Agency: INNOCEAN / Berlin + University College London - Queen Square Institute of Neurology / London + DaHouse Audio / Berlin + STORIES2TELL / Düsseldorf
Client: University College London Category: Experiential Music & Sound
The Sound of Violence
Agency: Cheil Hong Kong
Client: Save the Children Hong Kong Category: Experiential Music & Sound
Better on a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + Revolver / Sydney + Biscuit Filmworks / Los Angeles + Telstra / Sydney
Client: Telstra Category: Direction / Series
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Brand Placement / In Game
Missing Articles
Agency: Mother / New York + Mother / London + The Wall Street Journal + eg+
Client: The Wall Street Journal Category: Editorial / Magazines & Newspapers
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
No Sweat
Agency: TBWA\Media Arts Lab / Los Angeles + Electric Theatre Collective + Final Cut + ICONOCLAST / Los Angeles
Client: Apple Category: Special / Practical Effects / Single
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
It's Possible
Agency: Pinterest House of Creative + Cabin Editorial / Santa Monica + ICONOCLAST / Los Angeles + Noise VFX / Venice
Client: Pinterest Category: Craft / Art Direction
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Non-traditional & Guerrilla Marketing
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Creative Use of Data
Award:
2025 Out of Home Bronze Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Pressed
Category:
Billboards & Transit / Single
Annual ID:
OS25_OH031B
Award:
2025 Health & Wellness Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Direct Marketing
Annual ID:
OS25_HW019B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Storytelling
Annual ID:
OS25_CU013B
Award:
2025 Brand-Side / In-House Bronze Pencil
Agency:
WoW Studios / Chicago + Whirlpool Corporation / Benton Harbor
Client:
KitchenAid
Title:
Love the Racks
Category:
Branded Content
Annual ID:
OS25_BS014B
Award:
2025 Brand-Side / In-House Bronze Pencil
Agency:
Google / Mountain View
Client:
Google
Title:
Google — Year in Search 2024
Category:
Branded Content
Annual ID:
OS25_BS015B
Award:
2025 Design Bronze Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Digital Design
Annual ID:
OS25_DE034B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
Droga5 ANZ, part of Accenture Song / Sydney + The Sweetshop + ALT VFX
Client:
Meat & Livestock Australia
Title:
The Comments Section
Category:
Writing / Single
Annual ID:
OS25_MI036B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Craft / Art Direction
Annual ID:
OS25_EX027B
Award:
2025 Gaming Bronze Pencil
Agency:
Edelman / London
Client:
Dove/Unilever
Title:
Code My Crown
Category:
Gaming for Good
Annual ID:
OS25_GA010B
Award:
2025 Pharma Bronze Pencil
Agency:
Ogilvy / Shanghai
Client:
Viagra
Title:
MAKE LOVE LAST
Category:
Craft / Art Direction
Annual ID:
OS25_PH009B
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 Interactive, Online & Mobile Bronze Pencil
Agency:
West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client:
AT&T Business
Title:
Sleep with Rain
Category:
B2B Communications
Annual ID:
OS25_IN027B
Award:
2025 Creative Effectiveness Bronze Pencil
Agency:
MRM BRAZIL / São Paulo + Samsung Brazil / São Paulo
Client:
Samsung
Title:
Samsung ThrowBack Deals
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE012B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Brand Partnerships
Annual ID:
OS25_IG019B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Brand Partnerships
Annual ID:
OS25_IG020B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Animation / Single
Annual ID:
OS25_MI042B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Animation / Single
Annual ID:
OS25_MI043B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Art Direction
Annual ID:
OS25_IG023B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Craft / Art Direction
Annual ID:
OS25_IG024B
Award:
2025 Design Bronze Pencil
Agency:
The Nine / Shanghai
Client:
Yotkan Ancient City in Xinjiang, China
Title:
Magnificent
Category:
Craft / Photography
Annual ID:
OS25_DE041B
Award:
2025 Design Bronze Pencil
Agency:
DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client:
Corona
Title:
For Every Slice of Sun
Category:
Craft / Photography
Annual ID:
OS25_DE042B
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 Direct Marketing Bronze Pencil
Agency:
Special / New Zealand + RSA Films + Dentsu Creative Aotearoa / Auckland
Client:
DB Breweries
Title:
The Call Back Service
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM037B
Award:
2025 Film & Video Bronze Pencil
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI035B
Award:
2025 Pharma 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:
Branded Content
Annual ID:
OS25_PH006B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_DM039B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_DM040B
Award:
2025 Branded Entertainment Bronze Pencil
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Craft / Use of Technology
Annual ID:
OS25_BE030B
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Craft / Use of Technology - AI
Annual ID:
OS25_IN030B
Award:
2025 Out of Home Bronze Pencil
Agency:
DM9 / Sao Paulo
Client:
KFC
Title:
Prize On The Bone
Category:
Use of Humor
Annual ID:
OS25_OH039B
Award:
2025 Out of Home Bronze Pencil
Agency:
Wieden+Kennedy México / Mexico City + Uber Eats México / CDMX
Client:
Uber Eats
Title:
CHECOLAND
Category:
Use of Humor
Annual ID:
OS25_OH040B
Award:
2025 Design Bronze Pencil
Agency:
DENTSU INC. / Tokyo
Client:
Nikkei Inc. / The Nikkei Hoshi Awards
Title:
Tell Your Universe
Category:
Posters / Series
Annual ID:
OS25_DE035B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Craft / Storytelling
Annual ID:
OS25_EX029B
Award:
2025 Social Media Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Aldi France
Title:
Back to Discount
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM020B
Award:
2025 Design Bronze Pencil
Agency:
Bedow / Stockholm
Client:
GBGT Box
Title:
Honest Packaging
Category:
Craft / Printing & Paper Craft
Annual ID:
OS25_DE043B
Award:
2025 Music & Sound Craft Bronze Pencil
Agency:
INNOCEAN / Berlin + University College London - Queen Square Institute of Neurology / London + DaHouse Audio / Berlin + STORIES2TELL / Düsseldorf
Client:
University College London
Title:
Tremors vs. Tremors
Category:
Experiential Music & Sound
Annual ID:
OS25_MS018B
Award:
2025 Music & Sound Craft Bronze Pencil
Agency:
Cheil Hong Kong
Client:
Save the Children Hong Kong
Title:
The Sound of Violence
Category:
Experiential Music & Sound
Annual ID:
OS25_MS019B
Award:
2025 Moving Image Craft & Production Bronze 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:
Direction / Series
Annual ID:
OS25_MI035B
Award:
2025 Gaming Bronze Pencil
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Brand Placement / In Game
Annual ID:
OS25_GA006B
Award:
2025 Design Bronze Pencil
Agency:
Mother / New York + Mother / London + The Wall Street Journal + eg+
Client:
The Wall Street Journal
Title:
Missing Articles
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS25_DE029B
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 Moving Image Craft & Production Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Electric Theatre Collective + Final Cut + ICONOCLAST / Los Angeles
Client:
Apple
Title:
No Sweat
Category:
Special / Practical Effects / Single
Annual ID:
OS25_MI044B
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 Brand-Side / In-House Bronze Pencil
Agency:
Pinterest House of Creative + Cabin Editorial / Santa Monica + ICONOCLAST / Los Angeles + Noise VFX / Venice
Client:
Pinterest
Title:
It's Possible
Category:
Craft / Art Direction
Annual ID:
OS25_BS024B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM036B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Creative Use of Data
Annual ID:
OS25_CT016B