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
Trollboards
Agency: Courage Inc. / Toronto + Skyscanner / Edinburgh + Rebel & Thorn / Toronto + Joswin Media / Los Angeles
Client: Skyscanner Category: Innovation / Use of Media in Public Relations
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Use of Media in Technology
Animal Alerts
Agency: L&C / New York + SERVICEPLAN GERMANY / Munich
Client: PetPace Category: Innovation / Use of Media in Integrated / Omnichannel
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Innovation / Use of Media in Integrated / Omnichannel
Returning Creativity
Agency: Dentsu Creative / New York
Client: Crayola Category: Innovation / Use of Media in Integrated / Omnichannel
Coors Light Coors Light
Agency: Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client: Molson Coors Beverage Company Category: Innovation / Use of Media in Integrated / Omnichannel
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Innovation / New Ideas in Brand-Side / In-House
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Innovation / Execution in Brand-Side / In-House
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / New Ideas in Film
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Innovation / New Ideas in Film
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / Execution in Interactive, Online, & Mobile
The Heart Surgeon’s Cookbook
Agency: Forsman & Bodenfors / Gothenburg + F&B Studios / Gothenburg
Client: Getinge Category: Innovation / New Ideas in Pharma
THE MISSING REVIEW
Agency: Republica Havas / Miami
Client: AMIGOS FOR KIDS Category: Innovation / Execution in Social Media
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Innovation / New Ideas in Gaming
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Innovation / New Ideas in Gaming
The Billboard Run
Agency: Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client: adidas Category: Innovation / Use of Media in Experiential & Immersive
The Whopper Island
Agency: DM9 / Sao Paulo
Client: Burger King Category: Innovation / Use of Media in Experiential & Immersive
Screensaver Saver
Agency: Goodby Silverstein & Partners
Client: Zaxbys Category: Innovation / Use of Media in Experiential & Immersive
Fit My Feet
Agency: McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client: Buckaroo Footwear Category: Innovation / New Ideas in Health & Wellness
TEST-ICLES
Agency: Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
Client: Fundación de Alba Category: Innovation / New Ideas in Health & Wellness
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Innovation / New Ideas in Health & Wellness
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Innovation / New Ideas in Health & Wellness
Raise Your Banners
Agency: Giant Spoon / New York + HBO Max + Empire State Realty Trust / New York
Client: HBO Max Category: Innovation / New Ideas in Integrated / Omnichannel
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Innovation / New Ideas in Integrated / Omnichannel
WhatsApp F1 Button
Agency: Creative X, Meta + Monster Films
Client: WhatsApp Category: Innovation / Use of Media in Brand-Side / In-House
mio Streaming Energy
Agency: The Kitchen North America + Kraft Heinz
Client: Kraft Heinz / Mio Category: Innovation / Use of Media in Brand-Side / In-House
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Innovation / Use of Media in Brand-Side / In-House
Fit My Feet
Agency: McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client: Buckaroo Footwear Category: Innovation / New Ideas in IP & Product Design
ECOSAVER MORTGAGE
Agency: Folk VML / Dublin + Bank Of Ireland / Dublin
Client: Bank Of Ireland Category: Innovation / New Ideas in IP & Product Design
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in IP & Product Design
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Innovation / New Ideas in IP & Product Design
Filter Caps
Agency: Ogilvy Colombia / Bogotá
Client: Filsa Category: Innovation / New Ideas in IP & Product Design
Motorola Deep Connect
Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client: Motorola Category: Innovation / New Ideas in IP & Product Design
Nano Cooling Film
Agency: Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client: Hyundai Category: Innovation / New Ideas in IP & Product Design
Supercube
Agency: Weber Shandwick / Cologne + Tally Ho / Stockholm + MullenLowe UK / London + Mindshare / Stockholm
Client: Knorr Category: Innovation / New Ideas in IP & Product Design
SupportBelt
Agency: VML / Detroit
Client: Ford Motor Company Category: Innovation / New Ideas in Design
Copper Skin
Agency: VML / Bogotá
Client: Telefónica Movistar Category: Innovation / New Ideas in Design
Impulse
Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client: Samsung Spain Category: Innovation / New Ideas in Design
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Innovation / New Ideas in Design
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Radio & Audio
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Innovation / Execution in Creative Use of Data
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Technology
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Innovation / Execution in Technology
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: Innovation / Execution in Out of Home
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Interactive, Online, & Mobile
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Interactive, Online, & Mobile
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
Smile 2 Watch
Agency: Loop / Brooklyn + Paramount Pictures / Los Angeles
Client: Paramount Pictures Category: Innovation / New Ideas in Branded Entertainment
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
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 Creative Use of Technology Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Use of Media in Technology
Annual ID:
OS25_CT042M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
L&C / New York + SERVICEPLAN GERMANY / Munich
Client:
PetPace
Title:
Animal Alerts
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS25_IG049M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS25_IG050M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS25_IG051M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client:
Molson Coors Beverage Company
Title:
Coors Light Coors Light
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS25_IG052M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client:
Verizon
Title:
THE MET REPLICA
Category:
Innovation / New Ideas in Brand-Side / In-House
Annual ID:
OS25_BS049M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client:
Verizon
Title:
THE MET REPLICA
Category:
Innovation / Execution in Brand-Side / In-House
Annual ID:
OS25_BS050M
Award:
2025 Film & Video Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / New Ideas in Film
Annual ID:
OS25_FI125M
Award:
2025 Film & Video Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Innovation / New Ideas in Film
Annual ID:
OS25_FI126M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / Execution in Interactive, Online, & Mobile
Annual ID:
OS25_IN065M
Award:
2025 Pharma Merit Award
Agency:
Forsman & Bodenfors / Gothenburg + F&B Studios / Gothenburg
Client:
Getinge
Title:
The Heart Surgeon’s Cookbook
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH019M
Award:
2025 Social Media Merit Award
Agency:
Republica Havas / Miami
Client:
AMIGOS FOR KIDS
Title:
THE MISSING REVIEW
Category:
Innovation / Execution in Social Media
Annual ID:
OS25_SM095M
Award:
2025 Gaming Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA026M
Award:
2025 Gaming Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA027M
Award:
2025 Film & Video Merit Award
Agency:
NOMINT / London
Client:
WWF
Title:
In Hot Water
Category:
Innovation / Execution in Film
Annual ID:
OS25_FI127M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Accenture Song Nordics + Ocean Outdoor / Stockholm + Quality Think / Gothenburg + Slutet är Nära / Stockholm
Client:
adidas
Title:
The Billboard Run
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX081M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX082M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Zaxbys
Title:
Screensaver Saver
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS25_EX083M
Award:
2025 Health & Wellness Merit Award
Agency:
McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client:
Buckaroo Footwear
Title:
Fit My Feet
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW077M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
Client:
Fundación de Alba
Title:
TEST-ICLES
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW078M
Award:
2025 Health & Wellness Merit Award
Agency:
Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client:
EarSwitch
Title:
Airquity
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW079M
Award:
2025 Health & Wellness Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW080M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Giant Spoon / New York + HBO Max + Empire State Realty Trust / New York
Client:
HBO Max
Title:
Raise Your Banners
Category:
Innovation / New Ideas in Integrated / Omnichannel
Annual ID:
OS25_IG045M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Innovation / New Ideas in Integrated / Omnichannel
Annual ID:
OS25_IG046M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Creative X, Meta + Monster Films
Client:
WhatsApp
Title:
WhatsApp F1 Button
Category:
Innovation / Use of Media in Brand-Side / In-House
Annual ID:
OS25_BS051M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
The Kitchen North America + Kraft Heinz
Client:
Kraft Heinz / Mio
Title:
mio Streaming Energy
Category:
Innovation / Use of Media in Brand-Side / In-House
Annual ID:
OS25_BS052M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Innovation / Use of Media in Brand-Side / In-House
Annual ID:
OS25_BS053M
Award:
2025 IP & Product Design Merit Award
Agency:
McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client:
Buckaroo Footwear
Title:
Fit My Feet
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP024M
Award:
2025 IP & Product Design Merit Award
Agency:
Folk VML / Dublin + Bank Of Ireland / Dublin
Client:
Bank Of Ireland
Title:
ECOSAVER MORTGAGE
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP025M
Award:
2025 IP & Product Design Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP026M
Award:
2025 IP & Product Design Merit Award
Agency:
Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client:
EarSwitch
Title:
Airquity
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP027M
Award:
2025 IP & Product Design Merit Award
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP028M
Award:
2025 IP & Product Design Merit Award
Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client:
Motorola
Title:
Motorola Deep Connect
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP029M
Award:
2025 IP & Product Design Merit Award
Agency:
Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client:
Hyundai
Title:
Nano Cooling Film
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP030M
Award:
2025 IP & Product Design Merit Award
Agency:
Weber Shandwick / Cologne + Tally Ho / Stockholm + MullenLowe UK / London + Mindshare / Stockholm
Client:
Knorr
Title:
Supercube
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP031M
Award:
2025 Design Merit Award
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE145M
Award:
2025 Design Merit Award
Agency:
VML / Bogotá
Client:
Telefónica Movistar
Title:
Copper Skin
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE146M
Award:
2025 Design Merit Award
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE147M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE148M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Innovation / Use of Media in Radio & Audio
Annual ID:
OS25_RA046M
Award:
2025 Creative Use of Data Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Innovation / Execution in Creative Use of Data
Annual ID:
OS25_CU046M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT040M
Award:
2025 Creative Use of Technology Merit Award
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Innovation / Execution in Technology
Annual ID:
OS25_CT041M
Award:
2025 Out of Home Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
Innovation / Execution in Out of Home
Annual ID:
OS25_OH113M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / New Ideas in Interactive, Online, & Mobile
Annual ID:
OS25_IN063M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Interactive, Online, & Mobile
Annual ID:
OS25_IN064M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE081M
Award:
2025 Branded Entertainment Merit Award
Agency:
Loop / Brooklyn + Paramount Pictures / Los Angeles
Client:
Paramount Pictures
Title:
Smile 2 Watch
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE082M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE083M
