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
I hope this email finds you well
Agency: Publicis One Touch
Client: Beiersdorf Category: Craft / Writing
The Comeback
Agency: ALTO NY / New York + Exile + Radical Media + Truform Media
Client: Montefiore Einstein Category: Craft / Writing
The Impossible Choice
Agency: Ogilvy / Mumbai
Client: St. Jude India ChildCare Centres Category: Craft / Writing
BKFC : The Impossible Collab'
Agency: BUZZMAN / PARIS + Burger King France / PARIS + KFC / PARIS + Havas / Paris
Client: Burger King France Category: Commerce
Fit My Feet
Agency: McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client: Buckaroo Footwear Category: Commerce
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: Commerce
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Commerce
The Rarest Stars Shine Brightest
Agency: ALTO NY / New York + Montefiore Einstein / New York + Biscuit Filmworks + Truform Media
Client: Montefiore Einstein Category: Branded Content
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Content
A Piece of Me
Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client: KPN Category: Branded Content
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Branded Content
The orange
Agency: LG2 / Montreal + Rodeo FX + Circonflex + FAAV Studio
Client: Fondation CHU Sainte-Justine Category: Branded Content
The Comeback
Agency: ALTO NY / New York + Exile + Radical Media + Truform Media
Client: Montefiore Einstein Category: Branded Content
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / Execution in Interactive, Online, & Mobile
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Promotional / Print Advertisements
Fight for Thais' Gut : Health Scams : Acne
Agency: Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client: Dutchie Category: Use of Humor
Fight for Thais' Gut : Health Scams : Muscle
Agency: Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client: Dutchie Category: Use of Humor
Fight for Thais' Gut : Health Scams : Constipated
Agency: Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client: Dutchie Category: Use of Humor
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Use of Humor
Free for Everyone
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: Use of Humor
Fight for Thais' Gut : Health Scams
Agency: Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client: Dutchie Category: Use of Humor
Long Live The King
Agency: VML / Madrid + Burger King + Roma
Client: Burger King Category: Use of Humor
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Use of Humor
No One Has to Know: Caroler
Agency: Superette, the Creative Studio at DoorDash / San Francisco + MikeTeeVee
Client: DoorDash Category: Use of Humor
Family-Proof Your Family
Agency: ALTO NY / New York + MJZ / New York
Client: Life 360 | Tile Category: Use of Humor
The Haunted Marketplace
Agency: Creative X, Meta + Mojo Supermarket / New York
Client: Meta / Facebook Category: Social Media
The Heart Surgeon’s Cookbook
Agency: Forsman & Bodenfors / Gothenburg + F&B Studios / Gothenburg
Client: Getinge Category: Innovation / New Ideas in Pharma
Don’t Sleep on Saquon
Agency: The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client: Unisom Category: Digital & Online
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Craft / Casting
The Peeing People
Agency: VML / Milan + Hogarth Spain / Madrid + Racoon Studios / Milan
Client: Merck Category: Out of Home
The Spot
Agency: Ogilvy Australia / Sydney + The Glue Society / Sydney
Client: Bristol Myers Squibb and La Roche Posay Category: Out of Home
Black Lights
Agency: AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client: Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA Category: Promotional / Booklets, Books & Brochures
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Craft / Printing / Production
More Than Just Clothes Book
Agency: Havas / London + Jump Design & Print / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Craft / Printing / Production
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Craft / Art Direction
Memory Shots
Agency: Happiness / an FCB alliance / Brussels + BLISS Interactive / Ho Chi Minh City + AMOK / Mechelen
Client: Kodak Category: Craft / Use of Technology
Menopause Mode
Agency: AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client: LG Brasil Category: Craft / Use of Technology
CAMDOM
Agency: INNOCEAN / Berlin + BILLY BOY + Jung & Billig + PAY4BRAIN
Client: BILLY BOY Category: Craft / Use of Technology
Youth Honours Board
Agency: Joe Public + Sterling Sound / Johannesburg + Post Modern / Johannesburg + Darling Films / Johannesburg
Client: Nedbank Category: Music Adaptation / Instrumental
Curious Beginnings
Agency: Fold7 / London + String & Tins / London + Electric Theatre Collective / London + Magna Studios / London
Client: Carlsberg Category: Music Adaptation / Instrumental
Award:
2025 Health & Wellness Merit Award
Agency:
Publicis One Touch
Client:
Beiersdorf
Title:
I hope this email finds you well
Category:
Craft / Writing
Annual ID:
OS25_HW070M
Award:
2025 Health & Wellness Merit Award
Agency:
ALTO NY / New York + Exile + Radical Media + Truform Media
Client:
Montefiore Einstein
Title:
The Comeback
Category:
Craft / Writing
Annual ID:
OS25_HW071M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy / Mumbai
Client:
St. Jude India ChildCare Centres
Title:
The Impossible Choice
Category:
Craft / Writing
Annual ID:
OS25_HW072M
Award:
2025 Direct Marketing Merit Award
Agency:
BUZZMAN / PARIS + Burger King France / PARIS + KFC / PARIS + Havas / Paris
Client:
Burger King France
Title:
BKFC : The Impossible Collab'
Category:
Commerce
Annual ID:
OS25_DM081M
Award:
2025 Direct Marketing Merit Award
Agency:
McCann Worldgroup India / Gurugram + Buckaroo Footwear / Mumbai
Client:
Buckaroo Footwear
Title:
Fit My Feet
Category:
Commerce
Annual ID:
OS25_DM082M
Award:
2025 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris
Client:
DARTY
Title:
LONG LASTING RVIEWS
Category:
Commerce
Annual ID:
OS25_DM083M
Award:
2025 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Commerce
Annual ID:
OS25_DM084M
Award:
2025 Direct Marketing Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
Commerce
Annual ID:
OS25_DM085M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Commerce
Annual ID:
OS25_DM086M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas HOY / Mexico City
Client:
Volaris Airlines
Title:
W1ng Cod3s
Category:
Commerce
Annual ID:
OS25_DM087M
Award:
2025 Direct Marketing Merit Award
Agency:
BETC / Paris + Soldats / Paris
Client:
Heetch
Title:
Choose Uber
Category:
Commerce
Annual ID:
OS25_DM088M
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:
Branded Content
Annual ID:
OS25_HW032M
Award:
2025 Health & Wellness Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Content
Annual ID:
OS25_HW033M
Award:
2025 Health & Wellness Merit Award
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
Branded Content
Annual ID:
OS25_HW034M
Award:
2025 Health & Wellness Merit Award
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Branded Content
Annual ID:
OS25_HW035M
Award:
2025 Health & Wellness Merit Award
Agency:
LG2 / Montreal + Rodeo FX + Circonflex + FAAV Studio
Client:
Fondation CHU Sainte-Justine
Title:
The orange
Category:
Branded Content
Annual ID:
OS25_HW036M
Award:
2025 Health & Wellness Merit Award
Agency:
ALTO NY / New York + Exile + Radical Media + Truform Media
Client:
Montefiore Einstein
Title:
The Comeback
Category:
Branded Content
Annual ID:
OS25_HW037M
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 Design Merit Award
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Promotional / Print Advertisements
Annual ID:
OS25_DE069M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client:
Dutchie
Title:
Fight for Thais' Gut : Health Scams : Acne
Category:
Use of Humor
Annual ID:
OS25_FI107M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client:
Dutchie
Title:
Fight for Thais' Gut : Health Scams : Muscle
Category:
Use of Humor
Annual ID:
OS25_FI108M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client:
Dutchie
Title:
Fight for Thais' Gut : Health Scams : Constipated
Category:
Use of Humor
Annual ID:
OS25_FI109M
Award:
2025 Film & Video Merit Award
Agency:
Bananas / Johannesburg
Client:
KFC (YUM BRANDS)
Title:
Let There Be Cake
Category:
Use of Humor
Annual ID:
OS25_FI110M
Award:
2025 Film & Video Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Use of Humor
Annual ID:
OS25_FI111M
Award:
2025 Film & Video Merit Award
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Use of Humor
Annual ID:
OS25_FI112M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
Free for Everyone
Category:
Use of Humor
Annual ID:
OS25_FI113M
Award:
2025 Film & Video Merit Award
Agency:
Ogilvy / Bangkok + Dutch Mill Co., Ltd. / Bangkok + Suneta House / Bangkok + Positive4 / Bangkok
Client:
Dutchie
Title:
Fight for Thais' Gut : Health Scams
Category:
Use of Humor
Annual ID:
OS25_FI114M
Award:
2025 Film & Video Merit Award
Agency:
VML / Madrid + Burger King + Roma
Client:
Burger King
Title:
Long Live The King
Category:
Use of Humor
Annual ID:
OS25_FI115M
Award:
2025 Film & Video Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Use of Humor
Annual ID:
OS25_FI116M
Award:
2025 Film & Video Merit Award
Agency:
BUZZMAN / PARIS + Wero
Client:
Wero
Title:
10 Seconds
Category:
Use of Humor
Annual ID:
OS25_FI117M
Award:
2025 Film & Video Merit Award
Agency:
Superette, the Creative Studio at DoorDash / San Francisco + MikeTeeVee
Client:
DoorDash
Title:
No One Has to Know: Caroler
Category:
Use of Humor
Annual ID:
OS25_FI118M
Award:
2025 Film & Video Merit Award
Agency:
ALTO NY / New York + MJZ / New York
Client:
Life 360 | Tile
Title:
Family-Proof Your Family
Category:
Use of Humor
Annual ID:
OS25_FI119M
Award:
2025 Film & Video Merit Award
Agency:
Havas / New York
Client:
Mike's Amazing
Title:
Never Order Diner Tilapia
Category:
Use of Humor
Annual ID:
OS25_FI120M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Duolingo / Pittsburgh
Client:
Duolingo
Title:
Duo's Big Game Reminder
Category:
Social Media
Annual ID:
OS25_BS037M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Creative X, Meta + Mojo Supermarket / New York
Client:
Meta / Facebook
Title:
The Haunted Marketplace
Category:
Social Media
Annual ID:
OS25_BS038M
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 Public Relations Merit Award
Agency:
The Martin Agency / Richmond + Opella + Lippe Taylor + Havas Media Group
Client:
Unisom
Title:
Don’t Sleep on Saquon
Category:
Digital & Online
Annual ID:
OS25_PR029M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Craft / Casting
Annual ID:
OS25_RA043M
Award:
2025 Pharma Merit Award
Agency:
VML / Milan + Hogarth Spain / Madrid + Racoon Studios / Milan
Client:
Merck
Title:
The Peeing People
Category:
Out of Home
Annual ID:
OS25_PH014M
Award:
2025 Pharma Merit Award
Agency:
Ogilvy Australia / Sydney + The Glue Society / Sydney
Client:
Bristol Myers Squibb and La Roche Posay
Title:
The Spot
Category:
Out of Home
Annual ID:
OS25_PH015M
Award:
2025 Design Merit Award
Agency:
AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client:
Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA
Title:
Black Lights
Category:
Promotional / Booklets, Books & Brochures
Annual ID:
OS25_DE070M
Award:
2025 Direct Marketing Merit Award
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Craft / Printing / Production
Annual ID:
OS25_DM111M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas / London + Jump Design & Print / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
More Than Just Clothes Book
Category:
Craft / Printing / Production
Annual ID:
OS25_DM112M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Craft / Art Direction
Annual ID:
OS25_DM107M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Craft / Art Direction
Annual ID:
OS25_DM108M
Award:
2025 Health & Wellness Merit Award
Agency:
Happiness / an FCB alliance / Brussels + BLISS Interactive / Ho Chi Minh City + AMOK / Mechelen
Client:
Kodak
Title:
Memory Shots
Category:
Craft / Use of Technology
Annual ID:
OS25_HW073M
Award:
2025 Health & Wellness Merit Award
Agency:
AlmapBBDO / Sao Paulo + Compañia / São Paulo + Ganso Music / São Paulo + 20DASH / Sao Paulo
Client:
LG Brasil
Title:
Menopause Mode
Category:
Craft / Use of Technology
Annual ID:
OS25_HW074M
Award:
2025 Health & Wellness Merit Award
Agency:
INNOCEAN / Berlin + BILLY BOY + Jung & Billig + PAY4BRAIN
Client:
BILLY BOY
Title:
CAMDOM
Category:
Craft / Use of Technology
Annual ID:
OS25_HW075M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Joe Public + Sterling Sound / Johannesburg + Post Modern / Johannesburg + Darling Films / Johannesburg
Client:
Nedbank
Title:
Youth Honours Board
Category:
Music Adaptation / Instrumental
Annual ID:
OS25_MS034M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Fold7 / London + String & Tins / London + Electric Theatre Collective / London + Magna Studios / London
Client:
Carlsberg
Title:
Curious Beginnings
Category:
Music Adaptation / Instrumental
Annual ID:
OS25_MS035M