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
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Sustainable Development Goals
Nano Cooling Film
Agency: Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client: Hyundai Category: Sustainable Development Goals
Finish It
Agency: Diamond + Terry Fox Foundation
Client: Terry Fox Foundation Category: Craft / Use of Technology
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: Craft / Use of Technology
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Customer Experience / CX
TouchBoards Discount
Agency: Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client: Itaú Category: Customer Experience / CX
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: AI Craft / Storytelling
Stop Working Out in the Past
Agency: Rock Paper Scissors / New York + Quality Experience / New York + Pulse Films / Los Angeles + Barking Owl / Los Angeles
Client: Tonal Category: Editing / Single
All it takes is a Yes.
Agency: SERVICEPLAN GERMANY / Munich
Client: Deutsche Lufthansa AG Category: Editing / Single
Ticket to Dream
Agency: Nimiopere Film Editorial / Toronto + FCB Canada / Toronto + Air Canada / Montreal + Scouts Honour / Toronto
Client: Air Canada Category: Editing / 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: Editing / Single
Awaken Your Madness
Agency: Wieden+Kennedy / London + Nike / Beaverton + Magna Studios / London + Trim Editing / London
Client: Nike Category: Editing / Single
Wrong Kind of Busy
Agency: Accenture Song / New York + HP Inc. / Palo Alto + Prettybird
Client: HP Category: Editing / Single
Stop Working Out in the Past
Agency: Barking Owl + Quality Experience / New York + Pulse Films + Sound Lounge
Client: Tonal Category: Original Music / Score - Short Form
Mission Talita
Agency: Åkestam Holst NoA / Stockholm
Client: Talita Category: Guerilla / Game Modification
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Brand Partnerships
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Kanagawa
Client: JAPAN BLIND JUDO FEDERATION Category: Use of Technology
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Use of Technology
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Use of Technology
A Life in Sound
Agency: Uncommon Creative Studio / London + SiriusXM / New York
Client: SiriusXM Category: Casting / Actor
SleepBound
Agency: Dentsu Creative Taiwan / Taipei + DJ FILM PRODUCTION / Taipei
Client: HeySong - Wincafe Category: Casting / Actor
Pudding
Agency: Apple + O Positive / Santa Monica + Apple Marcom
Client: Apple Category: Casting / Actor
The Tale of Mr. Tight Ass
Agency: West BBDO / Los Angeles
Client: Getty PST ART Category: Casting / Actor
Makeup Calligraphy
Agency: SHISEIDO CREATIVE / Tokyo
Client: Shiseido Creative Category: Typography / Static
Braided History
Agency: DDB Latina Puerto Rico / Guaynabo + L'Oréal Caribe / Guaynabo
Client: L'Oréal Caribe / Mizani Category: Craft / Writing
The Missing PortrAIts
Agency: Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client: Piracanjuba Category: Data Visualization / Static
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Commerce
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Commerce
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Typography
Square Cookie
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: Oreo Category: Use of Gaming as a Tool
Flying Guardians
Agency: AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client: Planet Labs PBC & Greenpeace Category: Use of Gaming as a Tool
First Drive
Agency: VML / Madrid + Ford Motor Company + Hogarth
Client: Ford Category: Use of Gaming as a Tool
Gamer Loan
Agency: Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client: Banco del Pacífico Category: Use of Gaming as a Tool
SiriusXM x Howard University
Agency: Uncommon Creative Studio / London
Client: SiriusXM Category: Brand Partnerships
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Online Advertising / Native Ads
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Craft / Use of Technology
Award:
2025 Sustainable Development Goals Pencil Merit Award
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Sustainable Development Goals
Annual ID:
OS25_SD010M
Award:
2025 Sustainable Development Goals Pencil Merit Award
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Sustainable Development Goals
Annual ID:
OS25_SD011M
Award:
2025 Sustainable Development Goals Pencil Merit Award
Agency:
Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client:
Hyundai
Title:
Nano Cooling Film
Category:
Sustainable Development Goals
Annual ID:
OS25_SD012M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Diamond + Terry Fox Foundation
Client:
Terry Fox Foundation
Title:
Finish It
Category:
Craft / Use of Technology
Annual ID:
OS25_IG042M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
Craft / Use of Technology
Annual ID:
OS25_IG043M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Customer Experience / CX
Annual ID:
OS25_IN041M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Customer Experience / CX
Annual ID:
OS25_IN042M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client:
Itaú
Title:
TouchBoards Discount
Category:
Customer Experience / CX
Annual ID:
OS25_IN043M
Award:
2025 Creative Use of AI Merit Award
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
AI Craft / Storytelling
Annual ID:
OS25_AI018M
Award:
2025 Health & Wellness Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
My Friend, Max Hate
Category:
Social Media
Annual ID:
OS25_HW056M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Rock Paper Scissors / New York + Quality Experience / New York + Pulse Films / Los Angeles + Barking Owl / Los Angeles
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
Editing / Single
Annual ID:
OS25_MI078M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Deutsche Lufthansa AG
Title:
All it takes is a Yes.
Category:
Editing / Single
Annual ID:
OS25_MI079M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Nimiopere Film Editorial / Toronto + FCB Canada / Toronto + Air Canada / Montreal + Scouts Honour / Toronto
Client:
Air Canada
Title:
Ticket to Dream
Category:
Editing / Single
Annual ID:
OS25_MI080M
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:
Editing / Single
Annual ID:
OS25_MI081M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Wieden+Kennedy / London + Nike / Beaverton + Magna Studios / London + Trim Editing / London
Client:
Nike
Title:
Awaken Your Madness
Category:
Editing / Single
Annual ID:
OS25_MI082M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Accenture Song / New York + HP Inc. / Palo Alto + Prettybird
Client:
HP
Title:
Wrong Kind of Busy
Category:
Editing / Single
Annual ID:
OS25_MI083M
Award:
2025 Branded Entertainment Merit Award
Agency:
PS21 / Madrid
Client:
KFC
Title:
KFC Drive Thru Grand Prix
Category:
Games / Gaming
Annual ID:
OS25_BE052M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Barking Owl + Quality Experience / New York + Pulse Films + Sound Lounge
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
Original Music / Score - Short Form
Annual ID:
OS25_MS039M
Award:
2025 Gaming Merit Award
Agency:
Åkestam Holst NoA / Stockholm
Client:
Talita
Title:
Mission Talita
Category:
Guerilla / Game Modification
Annual ID:
OS25_GA021M
Award:
2025 Interactive, Online & Mobile 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:
Brand Partnerships
Annual ID:
OS25_IN058M
Award:
2025 Creative Use of Data Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Use of Technology
Annual ID:
OS25_CU032M
Award:
2025 Creative Use of Data Merit Award
Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Kanagawa
Client:
JAPAN BLIND JUDO FEDERATION
Title:
VISIONGRAM
Category:
Use of Technology
Annual ID:
OS25_CU033M
Award:
2025 Creative Use of Data Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Use of Technology
Annual ID:
OS25_CU034M
Award:
2025 Creative Use of Data Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Use of Technology
Annual ID:
OS25_CU035M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Uncommon Creative Studio / London + SiriusXM / New York
Client:
SiriusXM
Title:
A Life in Sound
Category:
Casting / Actor
Annual ID:
OS25_MI109M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Casting / Actor
Annual ID:
OS25_MI110M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Dentsu Creative Taiwan / Taipei + DJ FILM PRODUCTION / Taipei
Client:
HeySong - Wincafe
Title:
SleepBound
Category:
Casting / Actor
Annual ID:
OS25_MI111M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Apple + O Positive / Santa Monica + Apple Marcom
Client:
Apple
Title:
Pudding
Category:
Casting / Actor
Annual ID:
OS25_MI112M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
West BBDO / Los Angeles
Client:
Getty PST ART
Title:
The Tale of Mr. Tight Ass
Category:
Casting / Actor
Annual ID:
OS25_MI113M
Award:
2025 Design Merit Award
Agency:
SHISEIDO CREATIVE / Tokyo
Client:
Shiseido Creative
Title:
Makeup Calligraphy
Category:
Typography / Static
Annual ID:
OS25_DE067M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_CT032M
Award:
2025 Print & Promotional Merit Award
Agency:
DDB Latina Puerto Rico / Guaynabo + L'Oréal Caribe / Guaynabo
Client:
L'Oréal Caribe / Mizani
Title:
Braided History
Category:
Craft / Writing
Annual ID:
OS25_PT041M
Award:
2025 Creative Use of Data Merit Award
Agency:
Ampfy / Sao Paulo + A9 Sound / Sao Paulo + Piloto / Sao Paulo + Fiteiro / Sao Paulo
Client:
Piracanjuba
Title:
The Missing PortrAIts
Category:
Data Visualization / Static
Annual ID:
OS25_CU019M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Music Videos
Annual ID:
OS25_BE048M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Commerce
Annual ID:
OS25_CT038M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Commerce
Annual ID:
OS25_IN053M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Commerce
Annual ID:
OS25_IN054M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Commerce
Annual ID:
OS25_IN055M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
VML / Bogotá
Client:
Makro Supermarkets
Title:
Adscan
Category:
Commerce
Annual ID:
OS25_IN056M
Award:
2025 Print & Promotional Merit Award
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Typography
Annual ID:
OS25_PT044M
Award:
2025 Print & Promotional Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Craft / Typography
Annual ID:
OS25_PT045M
Award:
2025 Print & Promotional Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Typography
Annual ID:
OS25_PT046M
Award:
2025 Gaming Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
Oreo
Title:
Square Cookie
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA016M
Award:
2025 Gaming Merit Award
Agency:
AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Client:
Planet Labs PBC & Greenpeace
Title:
Flying Guardians
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA017M
Award:
2025 Gaming Merit Award
Agency:
VML / Madrid + Ford Motor Company + Hogarth
Client:
Ford
Title:
First Drive
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA018M
Award:
2025 Gaming Merit Award
Agency:
Paradais DDB / Guayaquil + YEPETO / Guayaquil
Client:
Banco del Pacífico
Title:
Gamer Loan
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA019M
Award:
2025 Design Merit Award
Agency:
Uncommon Creative Studio / London
Client:
SiriusXM
Title:
SiriusXM x Howard University
Category:
Brand Partnerships
Annual ID:
OS25_DE127M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Online Advertising / Native Ads
Annual ID:
OS25_IN044M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
OREO Menu
Category:
Online Advertising / Native Ads
Annual ID:
OS25_IN045M
Award:
2025 Out of Home Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Craft / Use of Technology
Annual ID:
OS25_OH110M