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
Space Trash Signs
Agency: SERVICEPLAN GERMANY / Munich
Client: Privateer Space, Inc. Category: Green Pencil
Rockseeds
Agency: Change an FCB alliance / Paris + FCB Global / New York
Client: TBS - UNESCO - ONE OCEAN Category: Green Pencil
Nano Cooling Film
Agency: Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client: Hyundai Category: Green Pencil
Seeding Songs
Agency: VML / Kansas City + VML / New York
Client: Veja x FarFarm Category: Green Pencil
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential / Immersive / Events
First Coversation
Agency: BETC / Paris + Fondation Falret / Paris + Audio Network France / Paris + Sovage / Paris
Client: Heetch Category: Experiential / Immersive / Events
Missed Birthdays
Agency: adam&eveDDB / London + CALM + ITV
Client: CALM x ITV Category: Experiential / Immersive / Events
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
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Experiential Audio
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: Experiential Audio
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
Hellmann's Club Classic
Agency: Ogilvy UK / London
Client: Hellmann’s Category: Packaging / Promotional
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Packaging / Promotional
Spring has Arrived
Agency: Fictionist Studio / KUALA LUMPUR
Client: atmos Malaysia Category: Packaging / Promotional
Five Seconds of Magic
Agency: CALLEN / Austin + Stoopid Buddy Stoodios
Client: Disney Category: Packaging / Promotional
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
The Wardrobe Refresh Hotline
Agency: TBWA\Chiat\Day NY / New York + Henkel / Stamford CT
Client: Henkel Category: Livestream
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Livestream
Turf Finder
Agency: Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client: Gatorade Category: Experiential / Brand Installations
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: Experiential / Brand Installations
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Experiential / Brand Installations
Twisted
Agency: Ogilvy / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Single
Squashed
Agency: Ogilvy / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Single
Other Hand
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Billboards & Transit / Single
The World's Most Famous Hand Model
Agency: GUT / Miami
Client: Stella Artois Category: Billboards & Transit / Single
The Spot
Agency: Ogilvy Australia / Sydney + The Glue Society / Sydney
Client: Bristol Myers Squibb and La Roche Posay Category: Public Relations
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Storytelling
The Truth Should Be Ordinary
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Storytelling
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Storytelling
So Many Dicks
Agency: OBERLAND / New York + e.l.f. Beauty + Office of Development & Design
Client: e.l.f. Beauty Category: Storytelling
MIDNIGHT RAINBOWS
Agency: SHISEIDO CREATIVE / Tokyo + AOI Pro. Inc. / Tokyo
Client: SHISEIDO Category: Campaigns for Good
5-Star Theater with Adam Driver
Agency: Amazon XCM + Caviar
Client: Amazon Category: Branded Content
Megan Thee [____]
Agency: Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client: Amazon Category: Branded Content
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Custom Content
SupportBelt
Agency: VML / Detroit
Client: Ford Motor Company Category: Innovation / New Ideas in Design
Award:
2025 Green Pencil Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Privateer Space, Inc.
Title:
Space Trash Signs
Category:
Green Pencil
Annual ID:
OS25_GP004M
Award:
2025 Green Pencil Merit Award
Agency:
Change an FCB alliance / Paris + FCB Global / New York
Client:
TBS - UNESCO - ONE OCEAN
Title:
Rockseeds
Category:
Green Pencil
Annual ID:
OS25_GP005M
Award:
2025 Green Pencil Merit Award
Agency:
Paulus / Seoul + KPR & Associates / Seoul + SeeMe Productions / Karachi
Client:
Hyundai
Title:
Nano Cooling Film
Category:
Green Pencil
Annual ID:
OS25_GP006M
Award:
2025 Green Pencil Merit Award
Agency:
VML / Kansas City + VML / New York
Client:
Veja x FarFarm
Title:
Seeding Songs
Category:
Green Pencil
Annual ID:
OS25_GP007M
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:
Experiential / Immersive / Events
Annual ID:
OS25_HW038M
Award:
2025 Health & Wellness Merit Award
Agency:
BETC / Paris + Fondation Falret / Paris + Audio Network France / Paris + Sovage / Paris
Client:
Heetch
Title:
First Coversation
Category:
Experiential / Immersive / Events
Annual ID:
OS25_HW039M
Award:
2025 Health & Wellness Merit Award
Agency:
adam&eveDDB / London + CALM + ITV
Client:
CALM x ITV
Title:
Missed Birthdays
Category:
Experiential / Immersive / Events
Annual ID:
OS25_HW040M
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 Experiential & Immersive Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Experiential Audio
Annual ID:
OS25_EX059M
Award:
2025 Experiential & Immersive 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:
Experiential Audio
Annual ID:
OS25_EX060M
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 Design Merit Award
Agency:
Ogilvy UK / London
Client:
Hellmann’s
Title:
Hellmann's Club Classic
Category:
Packaging / Promotional
Annual ID:
OS25_DE080M
Award:
2025 Design Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Packaging / Promotional
Annual ID:
OS25_DE081M
Award:
2025 Design Merit Award
Agency:
Fictionist Studio / KUALA LUMPUR
Client:
atmos Malaysia
Title:
Spring has Arrived
Category:
Packaging / Promotional
Annual ID:
OS25_DE082M
Award:
2025 Design Merit Award
Agency:
CALLEN / Austin + Stoopid Buddy Stoodios
Client:
Disney
Title:
Five Seconds of Magic
Category:
Packaging / Promotional
Annual ID:
OS25_DE083M
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 Social Media Merit Award
Agency:
TBWA\Chiat\Day NY / New York + Henkel / Stamford CT
Client:
Henkel
Title:
The Wardrobe Refresh Hotline
Category:
Livestream
Annual ID:
OS25_SM038M
Award:
2025 Social Media Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Livestream
Annual ID:
OS25_SM039M
Award:
2025 Direct Marketing Merit Award
Agency:
Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client:
Gatorade
Title:
Turf Finder
Category:
Experiential / Brand Installations
Annual ID:
OS25_DM053M
Award:
2025 Direct Marketing Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
Experiential / Brand Installations
Annual ID:
OS25_DM054M
Award:
2025 Direct Marketing Merit Award
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Experiential / Brand Installations
Annual ID:
OS25_DM055M
Award:
2025 Out of Home Merit Award
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Twisted
Category:
Billboards & Transit / Single
Annual ID:
OS25_OH051M
Award:
2025 Out of Home Merit Award
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Squashed
Category:
Billboards & Transit / Single
Annual ID:
OS25_OH052M
Award:
2025 Out of Home Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Billboards & Transit / Single
Annual ID:
OS25_OH053M
Award:
2025 Out of Home Merit Award
Agency:
GUT / Miami
Client:
Stella Artois
Title:
The World's Most Famous Hand Model
Category:
Billboards & Transit / Single
Annual ID:
OS25_OH054M
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:
Public Relations
Annual ID:
OS25_PH016M
Award:
2025 Creative Use of Data Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Storytelling
Annual ID:
OS25_CU021M
Award:
2025 Creative Use of Data Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Truth Should Be Ordinary
Category:
Storytelling
Annual ID:
OS25_CU022M
Award:
2025 Creative Use of Data Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Storytelling
Annual ID:
OS25_CU023M
Award:
2025 Creative Use of Data Merit Award
Agency:
OBERLAND / New York + e.l.f. Beauty + Office of Development & Design
Client:
e.l.f. Beauty
Title:
So Many Dicks
Category:
Storytelling
Annual ID:
OS25_CU024M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
SHISEIDO CREATIVE / Tokyo + AOI Pro. Inc. / Tokyo
Client:
SHISEIDO
Title:
MIDNIGHT RAINBOWS
Category:
Campaigns for Good
Annual ID:
OS25_BS042M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Branded Content
Annual ID:
OS25_BS029M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Apple Marcom
Client:
Apple
Title:
The Relay
Category:
Branded Content
Annual ID:
OS25_BS030M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client:
Amazon
Title:
Megan Thee [____]
Category:
Branded Content
Annual ID:
OS25_BS031M
Award:
2025 Music & Sound Craft Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Custom Content
Annual ID:
OS25_MS030M
Award:
2025 Design Merit Award
Agency:
VML / Detroit
Client:
Ford Motor Company
Title:
SupportBelt
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE145M