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
Hus of FRAKTA
Agency: Mother / London + IKEA / London
Client: IKEA Category: Spatial Design / Experiential & Immersive
WINTER TAKES ON COLORS
Agency: DDB Warszawa
Client: McDonald’s Category: Spatial Design / Experiential & Immersive
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: Spatial Design / Experiential & Immersive
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Spatial Design / Experiential & Immersive
The iconic playlist
Agency: TBWA\Paris / Boulogne-Billancourt + team x (OMNICOM Group: Proximity) / Boulogne-Billancourt + Universal Music France / A&R Studios / Paris
Client: Mercedes Benz France Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
VW 70 Years Campaign
Agency: AlmapBBDO / Sao Paulo + Boiler / Filmes + Flow Effects / Sao Paulo + Raw Audio / Sao Paulo
Client: Volkswagen Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Game
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Real-Time Data
The Shaded Route
Agency: VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client: Hungerstation Category: Real-Time Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Real-Time Data
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: AI Craft / Art & Design
Heineken Heidden in Plain Sight
Agency: Leo / Kuala Lumpur
Client: Heineken Category: Craft / Typography
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Typography
IDENTITY BUILDER
Agency: Area 23, an IPG Health Company / New York + StudioRx, an IPG Health Company / New York + Black Madre / Sao Paulo + Shanghai Wanlong Cultural Communication Company / Guangzhong
Client: Zhejiang University Category: Brand Identity
Redesigning Sex Ed
Agency: loved / Hamburg + thjnk AG / Hamburg
Client: FAQ – The better health Group Category: Brand Identity
Buzzkill
Agency: LG2 / Toronto + Ontario Cannabis Store / Toronto + Nimble Content / Toronto + Recess Post / Toronto
Client: Ontario Cannabis Store Category: Brand Identity
100 Reasons To Rise
Agency: Uncommon Creative Studio / London + Quaker / London
Client: Quaker Category: Craft / Photography
The Princess and The Crown
Agency: Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client: Unilever - Seda (Sunsilk) Category: Brand Partnerships
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Brand Partnerships
Oreo Empire
Agency: Dentsu Creative / Chicago
Client: Mondelēz International / Oreo Category: Brand Partnerships
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Brand Partnerships
It's Possible
Agency: Pinterest House of Creative + Cabin Editorial / Santa Monica + ICONOCLAST / Los Angeles + Noise VFX / Venice
Client: Pinterest Category: Special / Practical Effects / Series
Change Your World
Agency: Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client: Squarespace Category: Special / Practical Effects / Series
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Radio & Audio for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Radio & Audio for Good
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Radio & Audio for Good
Call Glenn
Agency: VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client: Child Focus Category: Radio & Audio for Good
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Use of Drama
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
BSF Brand Redesign
Agency: R/GA EMEA
Client: Banque Saudi Fransi Category: Craft - UX / UI / Interface Design
Putting The Power Back In Your Hands
Agency: Dash Digital / Cape Town
Client: Enpower Trading Category: Craft - UX / UI / Interface Design
Better On a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client: Telstra Category: Casting / Real People
Everything or Nothing
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Casting / Real People
The Antiracist Bag
Agency: Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client: University Zumbi dos Palmares Category: Products for Good
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Products for Good
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Products for Good
The Parental Leave Mortgage
Agency: NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client: Nordea Category: Products for Good
ECOSAVER MORTGAGE
Agency: Folk VML / Dublin + Bank Of Ireland / Dublin
Client: Bank Of Ireland Category: Green Pencil
Weather Kids
Agency: United Nations Development Programme / New York + Activista LA / Los Angeles + The Artery / New York
Client: United Nations Development Programme Category: Green Pencil
Award:
2025 Design Merit Award
Agency:
Mother / London + IKEA / London
Client:
IKEA
Title:
Hus of FRAKTA
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE108M
Award:
2025 Design Merit Award
Agency:
DDB Warszawa
Client:
McDonald’s
Title:
WINTER TAKES ON COLORS
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE109M
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:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE110M
Award:
2025 Design Merit Award
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE111M
Award:
2025 Creative Effectiveness Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + team x (OMNICOM Group: Proximity) / Boulogne-Billancourt + Universal Music France / A&R Studios / Paris
Client:
Mercedes Benz France
Title:
The iconic playlist
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS25_CE013M
Award:
2025 Creative Effectiveness Merit Award
Agency:
AlmapBBDO / Sao Paulo + Boiler / Filmes + Flow Effects / Sao Paulo + Raw Audio / Sao Paulo
Client:
Volkswagen
Title:
VW 70 Years Campaign
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS25_CE014M
Award:
2025 Gaming Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Game
Annual ID:
OS25_GA012M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Real-Time Data
Annual ID:
OS25_CU028M
Award:
2025 Creative Use of Data Merit Award
Agency:
Doner / Detroit
Client:
Saucony
Title:
The Marathumb Challenge
Category:
Real-Time Data
Annual ID:
OS25_CU029M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client:
Hungerstation
Title:
The Shaded Route
Category:
Real-Time Data
Annual ID:
OS25_CU030M
Award:
2025 Creative Use of Data Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Real-Time Data
Annual ID:
OS25_CU031M
Award:
2025 Creative Use of AI Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
AI Craft / Art & Design
Annual ID:
OS25_AI015M
Award:
2025 Creative Use of AI Merit Award
Agency:
Google
Client:
Google
Title:
Infinite Wonderland
Category:
AI Craft / Art & Design
Annual ID:
OS25_AI016M
Award:
2025 Out of Home Merit Award
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Typography
Annual ID:
OS25_OH106M
Award:
2025 Out of Home Merit Award
Agency:
Leo / Kuala Lumpur
Client:
Heineken
Title:
Heineken Heidden in Plain Sight
Category:
Craft / Typography
Annual ID:
OS25_OH107M
Award:
2025 Out of Home Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Typography
Annual ID:
OS25_OH108M
Award:
2025 Health & Wellness Merit Award
Agency:
Area 23, an IPG Health Company / New York + StudioRx, an IPG Health Company / New York + Black Madre / Sao Paulo + Shanghai Wanlong Cultural Communication Company / Guangzhong
Client:
Zhejiang University
Title:
IDENTITY BUILDER
Category:
Brand Identity
Annual ID:
OS25_HW041M
Award:
2025 Health & Wellness Merit Award
Agency:
loved / Hamburg + thjnk AG / Hamburg
Client:
FAQ – The better health Group
Title:
Redesigning Sex Ed
Category:
Brand Identity
Annual ID:
OS25_HW042M
Award:
2025 Health & Wellness Merit Award
Agency:
LG2 / Toronto + Ontario Cannabis Store / Toronto + Nimble Content / Toronto + Recess Post / Toronto
Client:
Ontario Cannabis Store
Title:
Buzzkill
Category:
Brand Identity
Annual ID:
OS25_HW043M
Award:
2025 Out of Home Merit Award
Agency:
BBH / London
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Craft / Photography
Annual ID:
OS25_OH104M
Award:
2025 Out of Home Merit Award
Agency:
Uncommon Creative Studio / London + Quaker / London
Client:
Quaker
Title:
100 Reasons To Rise
Category:
Craft / Photography
Annual ID:
OS25_OH105M
Award:
2025 Gaming Merit Award
Agency:
Edelman / London
Client:
Dove/Unilever
Title:
Code My Crown
Category:
B2B Communications
Annual ID:
OS25_GA022M
Award:
2025 Out of Home Merit Award
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
P.O.P. & In-Store / Series
Annual ID:
OS25_OH045M
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 Social Media Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_SM084M
Award:
2025 Social Media Merit Award
Agency:
Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client:
Unilever - Seda (Sunsilk)
Title:
The Princess and The Crown
Category:
Brand Partnerships
Annual ID:
OS25_SM085M
Award:
2025 Social Media Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Brand Partnerships
Annual ID:
OS25_SM086M
Award:
2025 Social Media Merit Award
Agency:
Dentsu Creative / Chicago
Client:
Mondelēz International / Oreo
Title:
Oreo Empire
Category:
Brand Partnerships
Annual ID:
OS25_SM087M
Award:
2025 Social Media Merit Award
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Brand Partnerships
Annual ID:
OS25_SM088M
Award:
2025 Print & Promotional Merit Award
Agency:
alma DDB / Miami
Client:
Change the Ref
Title:
Wrong Candidates
Category:
Newspaper / Series
Annual ID:
OS25_PT028M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Pinterest House of Creative + Cabin Editorial / Santa Monica + ICONOCLAST / Los Angeles + Noise VFX / Venice
Client:
Pinterest
Title:
It's Possible
Category:
Special / Practical Effects / Series
Annual ID:
OS25_MI104M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client:
Squarespace
Title:
Change Your World
Category:
Special / Practical Effects / Series
Annual ID:
OS25_MI105M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Radio & Audio for Good
Annual ID:
OS25_RA033M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Radio & Audio for Good
Annual ID:
OS25_RA034M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Radio & Audio for Good
Annual ID:
OS25_RA035M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client:
Child Focus
Title:
Call Glenn
Category:
Radio & Audio for Good
Annual ID:
OS25_RA036M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Use of Drama
Annual ID:
OS25_BE079M
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 Interactive, Online & Mobile Merit Award
Agency:
R/GA EMEA
Client:
Banque Saudi Fransi
Title:
BSF Brand Redesign
Category:
Craft - UX / UI / Interface Design
Annual ID:
OS25_IN059M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Dash Digital / Cape Town
Client:
Enpower Trading
Title:
Putting The Power Back In Your Hands
Category:
Craft - UX / UI / Interface Design
Annual ID:
OS25_IN060M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client:
Telstra
Title:
Better On a Better Mobile Network
Category:
Casting / Real People
Annual ID:
OS25_MI114M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Everything or Nothing
Category:
Casting / Real People
Annual ID:
OS25_MI115M
Award:
2025 IP & Product Design Merit Award
Agency:
Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client:
University Zumbi dos Palmares
Title:
The Antiracist Bag
Category:
Products for Good
Annual ID:
OS25_IP019M
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:
Products for Good
Annual ID:
OS25_IP020M
Award:
2025 IP & Product Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Products for Good
Annual ID:
OS25_IP021M
Award:
2025 IP & Product Design Merit Award
Agency:
NORD DDB / Helsinki + NORD DDB / Stockholm + NORD DDB / Copenhagen
Client:
Nordea
Title:
The Parental Leave Mortgage
Category:
Products for Good
Annual ID:
OS25_IP022M
Award:
2025 Green Pencil Merit Award
Agency:
Folk VML / Dublin + Bank Of Ireland / Dublin
Client:
Bank Of Ireland
Title:
ECOSAVER MORTGAGE
Category:
Green Pencil
Annual ID:
OS25_GP002M
Award:
2025 Green Pencil Merit Award
Agency:
United Nations Development Programme / New York + Activista LA / Los Angeles + The Artery / New York
Client:
United Nations Development Programme
Title:
Weather Kids
Category:
Green Pencil
Annual ID:
OS25_GP003M