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.
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Award
Agency
Client
Title
Category
Annual ID
The Third Nipple
Agency: Droga5 New York, part of Accenture Song / New York + Perky / San Antonio
Client: Perky Category: Social Post / Single Platform Series
Sunny - Opening Title Sequence
Agency: Elastic / Los Angeles
Client: Apple TV Category: Title Sequences
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Blood Aid
Agency: DM9 / Sao Paulo
Client: DASA Health Diagnostics Category: Data-Driven Personalization
Skin Like Me
Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client: Bepanthen Category: Data-Driven Personalization
There's a beer for you
Agency: Joe Public
Client: AB InBev / Hansa Pilsener Category: Broadcast / Series
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Low Budget
Snickers AI
Agency: T&Pm / London + Mars Wrigley + Helo
Client: Mars Category: Branded AI / Campaign
The Dareful Handle
Agency: Saatchi & Saatchi / El Segundo + Le Truc / New York + Arcade Edit / Los Angeles + Radical Media / Santa Monica
Client: Toyota Category: Use of Humor
Call of the Mustaches
Agency: FCB / New York + Pringles | Kellanova
Client: Pringles Category: Use of Humor
Unbecoming Your Parents in Paris
Agency: Arnold Worldwide / Boston + Progressive Insurance / Cleveland + Formula + Havas Street
Client: Progressive Insurance Category: Use of Humor
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Stunts & Activations
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Stunts & Activations
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Stunts & Activations
Cheat on Your Cheeseburger
Agency: Leo / Toronto + MERCHANT / Toronto + Outsider Editorial / Toronto + Fort York VFX / Toronto
Client: Pizza Hut Canada Category: Stunts & Activations
Oreo Empire
Agency: Dentsu Creative / Chicago
Client: Mondelēz International / Oreo Category: Stunts & Activations
Finger Lickin' Open Endorsement
Agency: Courage Inc. / Toronto + KFC / Toronto
Client: KFC Category: Stunts & Activations
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Stunts & Activations
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Stunts & Activations
The Haunted Marketplace
Agency: Mojo Supermarket / New York + Creative X, Meta
Client: Meta / Facebook Category: Stunts & Activations
Heineken Heidden in Plain Sight
Agency: Leo / Kuala Lumpur
Client: Heineken Category: Stunts & Activations
Address Change
Agency: LG2 / Quebec + Dans La Rue + Circonflex + OKOK
Client: Dans La Rue Category: Stunts & Activations
The Pen to Right History
Agency: McCann / New York + Last Prisoner Project
Client: Last Prisoner Project Category: Public Relations
FAKE MARRIAGE
Agency: Dentsu Creative Taiwan / Taipei + dentsu X Taiwan / Taipei + JILE PRODUCTION / Taipei
Client: Awakening Foundation Category: Public Relations
Don’t Sleep on Saquon
Agency: The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client: Unisom Category: Public Relations
36 Months 'Raise the age'
Agency: Supermassive / Sydney + FINCH / Sydney
Client: 36 Months Category: Public Relations
The Parental Leave Mortgage
Agency: NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client: Nordea Category: Public Relations
Pinterest Predicts
Agency: Pinterest House of Creative + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client: Pinterest Category: B2B Communications
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: B2B Communications
Paris Paralympics: 2024 Considering What
Agency: Biscuit Filmworks + Revolver + 4creative / London
Client: Channel 4 Category: Cinematography / Single
Youth Honours Board
Agency: Joe Public + Darling Films / Johannesburg
Client: Nedbank Category: Cinematography / Single
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Cinematography / Single
The Gifting Hour
Agency: Riff Raff Films / London
Client: John Lewis Category: Cinematography / Single
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Cinematography / Single
Jindal Steel - The Steel of India
Agency: Early Man Film / Mumbai + Kondurkar Studio / New Delhi + Jindal Steel and Power / New Delhi
Client: Jindal Steel and Power Category: Cinematography / 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: Cinematography / Single
Jovem MK – Meu Karma
Agency: Africa Creative / Sao Paulo + KondZilla / Sao Paulo + Czar / Sao Paulo
Client: KondZilla Category: Cinematography / Single
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Newspaper / Single
Trollboards
Agency: Courage Inc. / Toronto + Skyscanner / Edinburgh + Rebel & Thorn / Toronto + Joswin Media / Los Angeles
Client: Skyscanner Category: Innovation / Use of Media in Public Relations
Turf Finder
Agency: Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client: Gatorade Category: Craft / Data-Driven Personalization
Corona Extra Lime: The Company
Agency: David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client: AB InBev / Corona Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: Creative Effectiveness / Beverages - Alcoholic Drinks
The Rarest Stars Shine Brightest
Agency: ALTO NY / New York + Montefiore Einstein / New York + Biscuit Filmworks + Truform Media
Client: Montefiore Einstein Category: Film & Video
I hope this email finds you well
Agency: Publicis One Touch
Client: Beiersdorf Category: Film & Video
Award:
2025 Radio & Audio-First Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Music
Annual ID:
OS25_RA042M
Award:
2025 Social Media Merit Award
Agency:
Droga5 New York, part of Accenture Song / New York + Perky / San Antonio
Client:
Perky
Title:
The Third Nipple
Category:
Social Post / Single Platform Series
Annual ID:
OS25_SM035M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Elastic / Los Angeles
Client:
Apple TV
Title:
Sunny - Opening Title Sequence
Category:
Title Sequences
Annual ID:
OS25_MI117M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Creative Effectiveness / Banking / Financial Services / Insurance / Investment
Annual ID:
OS25_CE015M
Award:
2025 Creative Use of Data Merit Award
Agency:
DM9 / Sao Paulo
Client:
DASA Health Diagnostics
Title:
Blood Aid
Category:
Data-Driven Personalization
Annual ID:
OS25_CU036M
Award:
2025 Creative Use of Data Merit Award
Agency:
Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client:
Bepanthen
Title:
Skin Like Me
Category:
Data-Driven Personalization
Annual ID:
OS25_CU037M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Joe Public
Client:
AB InBev / Hansa Pilsener
Title:
There's a beer for you
Category:
Broadcast / Series
Annual ID:
OS25_RA019M
Award:
2025 Branded Entertainment Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Low Budget
Annual ID:
OS25_BE059M
Award:
2025 Creative Use of AI Merit Award
Agency:
T&Pm / London + Mars Wrigley + Helo
Client:
Mars
Title:
Snickers AI
Category:
Branded AI / Campaign
Annual ID:
OS25_AI008M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Saatchi & Saatchi / El Segundo + Le Truc / New York + Arcade Edit / Los Angeles + Radical Media / Santa Monica
Client:
Toyota
Title:
The Dareful Handle
Category:
Use of Humor
Annual ID:
OS25_IG039M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
FCB / New York + Pringles | Kellanova
Client:
Pringles
Title:
Call of the Mustaches
Category:
Use of Humor
Annual ID:
OS25_IG040M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Arnold Worldwide / Boston + Progressive Insurance / Cleveland + Formula + Havas Street
Client:
Progressive Insurance
Title:
Unbecoming Your Parents in Paris
Category:
Use of Humor
Annual ID:
OS25_IG041M
Award:
2025 Social Media Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Stunts & Activations
Annual ID:
OS25_SM047M
Award:
2025 Social Media Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Stunts & Activations
Annual ID:
OS25_SM048M
Award:
2025 Social Media Merit Award
Agency:
DSB + Accenture Song Nordics
Client:
DSB
Title:
The Techno Train
Category:
Stunts & Activations
Annual ID:
OS25_SM049M
Award:
2025 Social Media Merit Award
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Stunts & Activations
Annual ID:
OS25_SM050M
Award:
2025 Social Media Merit Award
Agency:
Leo / Toronto + MERCHANT / Toronto + Outsider Editorial / Toronto + Fort York VFX / Toronto
Client:
Pizza Hut Canada
Title:
Cheat on Your Cheeseburger
Category:
Stunts & Activations
Annual ID:
OS25_SM051M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative / Chicago
Client:
Mondelēz International / Oreo
Title:
Oreo Empire
Category:
Stunts & Activations
Annual ID:
OS25_SM052M
Award:
2025 Social Media Merit Award
Agency:
Courage Inc. / Toronto + KFC / Toronto
Client:
KFC
Title:
Finger Lickin' Open Endorsement
Category:
Stunts & Activations
Annual ID:
OS25_SM053M
Award:
2025 Social Media Merit Award
Agency:
McCann / San José
Client:
Gollo
Title:
Le Gollé
Category:
Stunts & Activations
Annual ID:
OS25_SM054M
Award:
2025 Social Media Merit Award
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Stunts & Activations
Annual ID:
OS25_SM055M
Award:
2025 Social Media Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
IKEA
Title:
Sleepfluencers
Category:
Stunts & Activations
Annual ID:
OS25_SM056M
Award:
2025 Social Media Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Stunts & Activations
Annual ID:
OS25_SM057M
Award:
2025 Social Media Merit Award
Agency:
Mojo Supermarket / New York + Creative X, Meta
Client:
Meta / Facebook
Title:
The Haunted Marketplace
Category:
Stunts & Activations
Annual ID:
OS25_SM058M
Award:
2025 Social Media Merit Award
Agency:
Leo / Kuala Lumpur
Client:
Heineken
Title:
Heineken Heidden in Plain Sight
Category:
Stunts & Activations
Annual ID:
OS25_SM059M
Award:
2025 Social Media Merit Award
Agency:
DM9 / Sao Paulo
Client:
KFC
Title:
Prize On The Bone
Category:
Stunts & Activations
Annual ID:
OS25_SM060M
Award:
2025 Social Media Merit Award
Agency:
LG2 / Quebec + Dans La Rue + Circonflex + OKOK
Client:
Dans La Rue
Title:
Address Change
Category:
Stunts & Activations
Annual ID:
OS25_SM061M
Award:
2025 Health & Wellness Merit Award
Agency:
McCann / New York + Last Prisoner Project
Client:
Last Prisoner Project
Title:
The Pen to Right History
Category:
Public Relations
Annual ID:
OS25_HW059M
Award:
2025 Health & Wellness Merit Award
Agency:
Dentsu Creative Taiwan / Taipei + dentsu X Taiwan / Taipei + JILE PRODUCTION / Taipei
Client:
Awakening Foundation
Title:
FAKE MARRIAGE
Category:
Public Relations
Annual ID:
OS25_HW060M
Award:
2025 Health & Wellness Merit Award
Agency:
The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client:
Unisom
Title:
Don’t Sleep on Saquon
Category:
Public Relations
Annual ID:
OS25_HW061M
Award:
2025 Health & Wellness Merit Award
Agency:
Supermassive / Sydney + FINCH / Sydney
Client:
36 Months
Title:
36 Months 'Raise the age'
Category:
Public Relations
Annual ID:
OS25_HW062M
Award:
2025 Health & Wellness Merit Award
Agency:
NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client:
Nordea
Title:
The Parental Leave Mortgage
Category:
Public Relations
Annual ID:
OS25_HW063M
Award:
2025 Design Merit Award
Agency:
Pinterest House of Creative + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client:
Pinterest
Title:
Pinterest Predicts
Category:
B2B Communications
Annual ID:
OS25_DE117M
Award:
2025 Design Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
B2B Communications
Annual ID:
OS25_DE118M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Biscuit Filmworks + Revolver + 4creative / London
Client:
Channel 4
Title:
Paris Paralympics: 2024 Considering What
Category:
Cinematography / Single
Annual ID:
OS25_MI085M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Joe Public + Darling Films / Johannesburg
Client:
Nedbank
Title:
Youth Honours Board
Category:
Cinematography / Single
Annual ID:
OS25_MI086M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Cinematography / Single
Annual ID:
OS25_MI087M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Riff Raff Films / London
Client:
John Lewis
Title:
The Gifting Hour
Category:
Cinematography / Single
Annual ID:
OS25_MI088M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Cinematography / Single
Annual ID:
OS25_MI089M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Early Man Film / Mumbai + Kondurkar Studio / New Delhi + Jindal Steel and Power / New Delhi
Client:
Jindal Steel and Power
Title:
Jindal Steel - The Steel of India
Category:
Cinematography / Single
Annual ID:
OS25_MI090M
Award:
2025 Moving Image Craft & Production Merit Award
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:
Cinematography / Single
Annual ID:
OS25_MI091M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Africa Creative / Sao Paulo + KondZilla / Sao Paulo + Czar / Sao Paulo
Client:
KondZilla
Title:
Jovem MK – Meu Karma
Category:
Cinematography / Single
Annual ID:
OS25_MI092M
Award:
2025 Print & Promotional Merit Award
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Newspaper / Single
Annual ID:
OS25_PT026M
Award:
2025 Print & Promotional Merit Award
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Newspaper / Single
Annual ID:
OS25_PT027M
Award:
2025 Public Relations Merit Award
Agency:
Courage Inc. / Toronto + Skyscanner / Edinburgh + Rebel & Thorn / Toronto + Joswin Media / Los Angeles
Client:
Skyscanner
Title:
Trollboards
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR068M
Award:
2025 Direct Marketing Merit Award
Agency:
Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client:
Gatorade
Title:
Turf Finder
Category:
Craft / Data-Driven Personalization
Annual ID:
OS25_DM115M
Award:
2025 Creative Effectiveness Merit Award
Agency:
David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client:
AB InBev / Corona
Title:
Corona Extra Lime: The Company
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE019M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS25_CE020M
Award:
2025 Health & Wellness Merit Award
Agency:
ALTO NY / New York + Montefiore Einstein / New York + Biscuit Filmworks + Truform Media
Client:
Montefiore Einstein
Title:
The Rarest Stars Shine Brightest
Category:
Film & Video
Annual ID:
OS25_HW045M
Award:
2025 Health & Wellness Merit Award
Agency:
Publicis One Touch
Client:
Beiersdorf
Title:
I hope this email finds you well
Category:
Film & Video
Annual ID:
OS25_HW046M
