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
Shark Week
Agency: TBWA\Sydney / Sydney + Fabric / Sydney + Eleven PR / Sydney + FINCH / Sydney
Client: Modibodi Category: Influencer Marketing / Multi-Channel
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Influencer Marketing / Single Channel
Bad Date Rebate
Agency: 72andSunny / Los Angeles
Client: Venmo | PayPal Category: Influencer Marketing / Single Channel
The Game-Changing Announcement
Agency: adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client: The International Paralympic Committee Category: Influencer Marketing / Single Channel
Not Not a Big Mac
Agency: Wieden+Kennedy / New York + Golin / Chicago
Client: McDonald's Category: Influencer Marketing / Single Channel
Hennessy x LeBron
Agency: Wieden+Kennedy / Amsterdam + La Pac
Client: Hennessy Category: Influencer Marketing / Single Channel
Trolled By Rock N Roll
Agency: Ogilvy / Chicago + Workday / Pleasanton
Client: Workday Category: Influencer Marketing / Use of Celebrity
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Influencer Marketing / Use of Celebrity
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Influencer Marketing / Use of Celebrity
Sleep With Rain
Agency: West BBDO / Los Angeles + AT&T + Critical Mass / Calgary + Smuggler
Client: AT&T Business Category: Influencer Marketing / Use of Celebrity
Oreo Empire
Agency: Dentsu Creative / Chicago
Client: Mondelēz International / Oreo Category: Influencer Marketing / Use of Celebrity
Don't Drink & Dive
Agency: Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client: Malibu Category: Influencer Marketing / Use of Celebrity
Award:
2025 Social Media Merit Award
Agency:
TBWA\Sydney / Sydney + Fabric / Sydney + Eleven PR / Sydney + FINCH / Sydney
Client:
Modibodi
Title:
Shark Week
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS25_SM067M
Award:
2025 Social Media Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM062M
Award:
2025 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Venmo | PayPal
Title:
Bad Date Rebate
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM063M
Award:
2025 Social Media Merit Award
Agency:
adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client:
The International Paralympic Committee
Title:
The Game-Changing Announcement
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM064M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / New York + Golin / Chicago
Client:
McDonald's
Title:
Not Not a Big Mac
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM065M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / Amsterdam + La Pac
Client:
Hennessy
Title:
Hennessy x LeBron
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM066M
Award:
2025 Social Media Merit Award
Agency:
Ogilvy / Chicago + Workday / Pleasanton
Client:
Workday
Title:
Trolled By Rock N Roll
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM068M
Award:
2025 Social Media Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM069M
Award:
2025 Social Media Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM070M
Award:
2025 Social Media Merit Award
Agency:
West BBDO / Los Angeles + AT&T + Critical Mass / Calgary + Smuggler
Client:
AT&T Business
Title:
Sleep With Rain
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM071M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative / Chicago
Client:
Mondelēz International / Oreo
Title:
Oreo Empire
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS25_SM072M