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
Mattel Creations Hot Wheels x MSCHF Not Wheels
Agency: Mattel / Mattel Creations + Mattel Creations x MSCHF
Client: Mattel Creations Category: Popular Culture Impact
Bundles of Joy
Agency: BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client: Burger King UK Category: Popular Culture Impact
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Popular Culture Impact
The Realest Ad
Agency: We Are Social / Paris
Client: Avène Category: Social Channel / Single Platform
The postal changing rooms
Agency: BETC / Paris + Carré Noir / Paris
Client: La Poste Category: P.O.P. & In-Store / Single
Tail Orchestra
Agency: BBDO / New York + Pedigree + Machine + FCNY
Client: Pedigree Category: Use of Humor
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
UnCrush
Agency: BBH USA / New York + Samsung Electronics America / Plano TX + Harbor Picture Company + No Face Studio
Client: Samsung Electronics America Category: Social Post / Single
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Out of Home for Good
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Art Direction
Heaven Fish
Agency: Ogilvy Honduras / Tegucigalpa + Regal Springs / Tegucigalpa
Client: Regal Springs Category: Product Packaging
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
Family-Proof Your Family
Agency: ALTO NY / New York + MJZ / New York
Client: Life 360 | Tile Category: TV, VOD, & Online / 31-60 Seconds - Series
Ink Of Democracy
Agency: Havas Creative India / Mumbai + Bennett Coleman & Co Ltd / Mumbai + Mr Pink Music / Sao Paulo + Galloping Horse Production Pvt Ltd / Mumbai
Client: The Times Of India Category: Print
THE INTERRUPTED GOAL
Agency: Leo / Sao Paulo + FIAT / Sao Paulo
Client: FIAT Category: Innovation / Use of Media in Film
Don't Let Me Go
Agency: Apple Marcom + ICONOCLAST / Los Angeles
Client: Apple Category: Film & Video
Change Your World
Agency: Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client: Squarespace Category: Film & Video
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Gaming / Online
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Digital & Online / Websites & Mobile
The Missing PortrAIts
Agency: Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client: Piracanjuba Category: Creative Use of Data
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Mobile Gaming
A new visual system for the future of finance
Agency: Robinhood + Porto Rocha
Client: Robinhood Category: Brand Identity / Rebranding
Kleenex Brand Identity Refresh
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Brand Identity / Rebranding
Amazon Brand Architecture
Agency: Amazon XCM + Koto
Client: Amazon Category: Brand Identity / Rebranding
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: Branded AI / Experiential
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Art Direction
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Design for Good
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Data for Good
Turf Finder
Agency: Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client: Gatorade Category: Experiential & Installations / Brand Installations
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Influencer Marketing / Use of Celebrity
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Smuggler / London + Soundtree / London
Client: Essity /Bodyform Category: Direction / Single
Obsession
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Direction / Single
Opera
Agency: Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client: Royal Ontario Museum (ROM) Category: Direction / Single
Brian Cox Goes to College
Agency: Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client: Uber/Uber One Category: Direction / Single
The Antiracist Bag
Agency: Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client: University Zumbi dos Palmares Category: Physical Products & Apparel
Rainbow Wool
Agency: SERVICEPLAN GERMANY / Munich
Client: Schäferei Stücke Category: Physical Products & Apparel
OpenAI brand film
Agency: Studio Dumbar/DEPT® + OpenAI Design Studio
Client: OpenAI Category: Moving Image / Single
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / New Ideas in Creative Use of Data
Bundles of Joy
Agency: BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client: Burger King UK Category: Integrated / Omnichannel Campaign
Paid Through Parents
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Integrated / Omnichannel Campaign
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Integrated / Omnichannel Campaign
Choose Uber
Agency: BETC / Paris + Soldats / Paris
Client: Heetch Category: Integrated / Omnichannel Campaign
Living Stories
Agency: Rethink / Toronto + Penguin Books Random House
Client: Penguin Books Random House Category: Use of Smart Devices & Voice Assistants
Massage, Tennis, Board Game, Lawnmower
Agency: Biscuit Filmworks + Wieden+Kennedy / Amsterdam
Client: Hennessy Category: TV, VOD, & Online / 30 Seconds and Under - Series
Award:
2025 Cultural Driver Bronze Pencil
Agency:
Mattel / Mattel Creations + Mattel Creations x MSCHF
Client:
Mattel Creations
Title:
Mattel Creations Hot Wheels x MSCHF Not Wheels
Category:
Popular Culture Impact
Annual ID:
OS25_CD006B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Popular Culture Impact
Annual ID:
OS25_CD007B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Popular Culture Impact
Annual ID:
OS25_CD008B
Award:
2025 Social Media Bronze Pencil
Agency:
We Are Social / Paris
Client:
Avène
Title:
The Realest Ad
Category:
Social Channel / Single Platform
Annual ID:
OS25_SM016B
Award:
2025 Out of Home Bronze Pencil
Agency:
BETC / Paris + Carré Noir / Paris
Client:
La Poste
Title:
The postal changing rooms
Category:
P.O.P. & In-Store / Single
Annual ID:
OS25_OH027B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
BBDO / New York + Pedigree + Machine + FCNY
Client:
Pedigree
Title:
Tail Orchestra
Category:
Use of Humor
Annual ID:
OS25_RA011B
Award:
2025 Radio & Audio-First Bronze Pencil
Agency:
Joe Public
Client:
AB InBev / Hansa Pilsener
Title:
There's a beer for you
Category:
Use of Humor
Annual ID:
OS25_RA012B
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 Social Media Bronze 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 / Single
Annual ID:
OS25_SM017B
Award:
2025 Out of Home Bronze Pencil
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Out of Home for Good
Annual ID:
OS25_OH038B
Award:
2025 Design Bronze Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Art Direction
Annual ID:
OS25_DE040B
Award:
2025 Print & Promotional Bronze Pencil
Agency:
Ogilvy Honduras / Tegucigalpa + Regal Springs / Tegucigalpa
Client:
Regal Springs
Title:
Heaven Fish
Category:
Product Packaging
Annual ID:
OS25_PT021B
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:
ALTO NY / New York + MJZ / New York
Client:
Life 360 | Tile
Title:
Family-Proof Your Family
Category:
TV, VOD, & Online / 31-60 Seconds - Series
Annual ID:
OS25_FI024B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
Havas Creative India / Mumbai + Bennett Coleman & Co Ltd / Mumbai + Mr Pink Music / Sao Paulo + Galloping Horse Production Pvt Ltd / Mumbai
Client:
The Times Of India
Title:
Ink Of Democracy
Category:
Print
Annual ID:
OS25_DM028B
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 Brand-Side / In-House Bronze Pencil
Agency:
Apple Marcom + ICONOCLAST / Los Angeles
Client:
Apple
Title:
Don't Let Me Go
Category:
Film & Video
Annual ID:
OS25_BS019B
Award:
2025 Brand-Side / In-House Bronze Pencil
Agency:
Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client:
Squarespace
Title:
Change Your World
Category:
Film & Video
Annual ID:
OS25_BS020B
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Gaming / Online
Annual ID:
OS25_IN024B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM035B
Award:
2025 Experiential & Immersive Bronze Pencil
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Physical Products
Annual ID:
OS25_EX018B
Award:
2025 Creative Use of AI Bronze Pencil
Agency:
Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client:
Piracanjuba
Title:
The Missing PortrAIts
Category:
Creative Use of Data
Annual ID:
OS25_AI005B
Award:
2025 Creative Use of AI Bronze Pencil
Agency:
GUT / Miami
Client:
NotCo
Title:
NotTurtle
Category:
Creative Use of Data
Annual ID:
OS25_AI006B
Award:
2025 Gaming Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Mobile Gaming
Annual ID:
OS25_GA007B
Award:
2025 Design Bronze Pencil
Agency:
Robinhood + Porto Rocha
Client:
Robinhood
Title:
A new visual system for the future of finance
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE025B
Award:
2025 Design Bronze Pencil
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Identity Refresh
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE026B
Award:
2025 Design Bronze Pencil
Agency:
Amazon XCM + Koto
Client:
Amazon
Title:
Amazon Brand Architecture
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE027B
Award:
2025 Creative Use of AI Bronze Pencil
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
Branded AI / Experiential
Annual ID:
OS25_AI004B
Award:
2025 Gaming Bronze Pencil
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Craft / Art Direction
Annual ID:
OS25_GA011B
Award:
2025 Design Bronze Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Design for Good
Annual ID:
OS25_DE038B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Publicis Conseil / Paris
Client:
SOLAR IMPULSE
Title:
AI. IMPULSE
Category:
Data for Good
Annual ID:
OS25_CU015B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Data for Good
Annual ID:
OS25_CU016B
Award:
2025 Out of Home Bronze Pencil
Agency:
Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client:
Gatorade
Title:
Turf Finder
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS25_OH036B
Award:
2025 Social Media Bronze Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM027B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
AMVBBDO / London + Framestore / London + Smuggler / London + Soundtree / London
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Direction / Single
Annual ID:
OS25_MI031B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Obsession
Category:
Direction / Single
Annual ID:
OS25_MI032B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client:
Royal Ontario Museum (ROM)
Title:
Opera
Category:
Direction / Single
Annual ID:
OS25_MI033B
Award:
2025 Moving Image Craft & Production Bronze Pencil
Agency:
Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client:
Uber/Uber One
Title:
Brian Cox Goes to College
Category:
Direction / Single
Annual ID:
OS25_MI034B
Award:
2025 Print & Promotional Bronze Pencil
Agency:
Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client:
University Zumbi dos Palmares
Title:
The Antiracist Bag
Category:
Physical Products & Apparel
Annual ID:
OS25_PT018B
Award:
2025 Print & Promotional Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Physical Products & Apparel
Annual ID:
OS25_PT019B
Award:
2025 Print & Promotional Bronze Pencil
Agency:
DM9 / Sao Paulo
Client:
KFC
Title:
Prize On The Bone
Category:
Physical Products & Apparel
Annual ID:
OS25_PT020B
Award:
2025 Design Bronze Pencil
Agency:
Studio Dumbar/DEPT® + OpenAI Design Studio
Client:
OpenAI
Title:
OpenAI brand film
Category:
Moving Image / Single
Annual ID:
OS25_DE037B
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 Integrated / Omnichannel Bronze Pencil
Agency:
BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG014B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
Paid Through Parents
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG015B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG016B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
BETC / Paris + Soldats / Paris
Client:
Heetch
Title:
Choose Uber
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG017B
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Agency:
Rethink / Toronto + Penguin Books Random House
Client:
Penguin Books Random House
Title:
Living Stories
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS25_IN026B
Award:
2025 Film & Video Bronze Pencil
Agency:
Biscuit Filmworks + Wieden+Kennedy / Amsterdam
Client:
Hennessy
Title:
Massage, Tennis, Board Game, Lawnmower
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS25_FI022B