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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Award
Agency
Client
Title
Category
Annual ID
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
Corona Extra Lime: The Company
Agency: David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client: AB InBev / Corona Category: Business Transformation
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Craft / Use of Sound
Most Searched Playground: Paris 2024
Agency: Google / Mountain View
Client: Google Category: Digital Design
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Digital Design
Space Trash Signs
Agency: SERVICEPLAN GERMANY / Munich
Client: Privateer Space, Inc. Category: Digital Design
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Writing / Single
Unstoppable Dreams
Agency: RPA + Morton Jankel Zander, Inc. / Los Angeles + Kinema / Mexico City + Arts Academy / Portland
Client: American Honda Motor Co., Inc. Category: Writing / Single
Family-Proof Your Family: Coffin
Agency: ALTO NY / New York + MJZ / New York
Client: Life 360 | Tile Category: Writing / Single
Wrong Kind of Busy
Agency: Accenture Song / New York + HP Inc. / Palo Alto + Prettybird
Client: HP Category: Writing / Single
The Frontline of Freedom
Agency: FCB / London
Client: HM Government Category: User-Generated Content (UGC)
Heinz Egg
Agency: Kraft Heinz / Shanghai + Goodidea / Shanghai
Client: Heinz Category: Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Sound Design
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
Sleep with Rain
Agency: West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client: AT&T Business Category: B2B Communications
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Gaming for Good
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: Gaming for Good
The Balancing Act
Agency: VML UK / London + La Boutique 77 / Madrid
Client: AstraZeneca Category: Craft / Art Direction
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Radio & Audio
PRICE PACKS
Agency: SERVICEPLAN GERMANY / Munich
Client: PENNY Category: Creative Effectiveness / Retail
Don't Drink & Dive
Agency: Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client: Malibu Category: Brand Partnerships
Black Lights
Agency: AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client: Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA Category: Books / Booklets / Brochures
Opera
Agency: Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client: Royal Ontario Museum (ROM) Category: Animation / Single
Tap
Agency: Accenture Song / New York + HP Inc. / Palo Alto + ProdCo / Culver City
Client: HP Category: Animation / Single
Tutu Academy
Agency: Design Army / Washington DC
Client: Hong Kong Ballet Category: Craft / Photography
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Cost of Beauty
Agency: Ogilvy Canada / Toronto
Client: Dove Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
A Million Logos
Agency: Ogilvy / Kuala Lumpur
Client: Colgate-Palmolive Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
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
Square Cookie
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: Oreo Category: Brand Partnerships
Royalties For Nature
Agency: VML / New York
Client: General Mills / Nature Valley Category: Brand Partnerships
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Brand Partnerships
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Brand Partnerships
More Popular Than
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: B2B Communications
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
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 Public Relations Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Business Transformation
Annual ID:
OS25_PR044M
Award:
2025 Public Relations Merit Award
Agency:
David / Bogota + Draftline / Shanghai + TBWA\Group China / Shanghai
Client:
AB InBev / Corona
Title:
Corona Extra Lime: The Company
Category:
Business Transformation
Annual ID:
OS25_PR045M
Award:
2025 Experiential & Immersive 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:
Craft / Use of Sound
Annual ID:
OS25_EX079M
Award:
2025 Design Merit Award
Agency:
Google / Mountain View
Client:
Google
Title:
Most Searched Playground: Paris 2024
Category:
Digital Design
Annual ID:
OS25_DE089M
Award:
2025 Design Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Digital Design
Annual ID:
OS25_DE090M
Award:
2025 Design Merit Award
Agency:
R/GA US
Client:
Google
Title:
Circle To Search
Category:
Digital Design
Annual ID:
OS25_DE091M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital Design
Annual ID:
OS25_DE092M
Award:
2025 Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Privateer Space, Inc.
Title:
Space Trash Signs
Category:
Digital Design
Annual ID:
OS25_DE093M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Writing / Single
Annual ID:
OS25_MI072M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
RPA + Morton Jankel Zander, Inc. / Los Angeles + Kinema / Mexico City + Arts Academy / Portland
Client:
American Honda Motor Co., Inc.
Title:
Unstoppable Dreams
Category:
Writing / Single
Annual ID:
OS25_MI073M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
ALTO NY / New York + MJZ / New York
Client:
Life 360 | Tile
Title:
Family-Proof Your Family: Coffin
Category:
Writing / Single
Annual ID:
OS25_MI074M
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:
Writing / Single
Annual ID:
OS25_MI075M
Award:
2025 Film & Video Merit Award
Agency:
FCB / London
Client:
HM Government
Title:
The Frontline of Freedom
Category:
User-Generated Content (UGC)
Annual ID:
OS25_FI098M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML UK / London + VML / New York
Client:
Diageo / Baileys
Title:
Sound Scales
Category:
Commerce
Annual ID:
OS25_RA032M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Kraft Heinz / Shanghai + Goodidea / Shanghai
Client:
Heinz
Title:
Heinz Egg
Category:
Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
Annual ID:
OS25_CE022M
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:
Craft / Sound Design
Annual ID:
OS25_GA025M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Havas Middle East / Dubai
Client:
adidas
Title:
The Desert Runner
Category:
Craft / Art Direction
Annual ID:
OS25_EX075M
Award:
2025 Experiential & Immersive Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Craft / Art Direction
Annual ID:
OS25_EX076M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_IG034M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
West BBDO / Los Angeles + Critical Mass / Calgary + Work Editorial / New York
Client:
AT&T Business
Title:
Sleep with Rain
Category:
B2B Communications
Annual ID:
OS25_IG035M
Award:
2025 Gaming Merit Award
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Gaming for Good
Annual ID:
OS25_GA023M
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:
Gaming for Good
Annual ID:
OS25_GA024M
Award:
2025 Pharma Merit Award
Agency:
VML UK / London + La Boutique 77 / Madrid
Client:
AstraZeneca
Title:
The Balancing Act
Category:
Craft / Art Direction
Annual ID:
OS25_PH017M
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 Effectiveness Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Creative Effectiveness / Retail
Annual ID:
OS25_CE034M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client:
Malibu
Title:
Don't Drink & Dive
Category:
Brand Partnerships
Annual ID:
OS25_IG037M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Ogilvy / Taipei
Client:
Luckin Coffee
Title:
Moutai Latte
Category:
Brand Partnerships
Annual ID:
OS25_IG038M
Award:
2025 Print & Promotional 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:
Books / Booklets / Brochures
Annual ID:
OS25_PT030M
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:
Animation / Single
Annual ID:
OS25_MI093M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Accenture Song / New York + HP Inc. / Palo Alto + ProdCo / Culver City
Client:
HP
Title:
Tap
Category:
Animation / Single
Annual ID:
OS25_MI094M
Award:
2025 IP & Product Design Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_IP023M
Award:
2025 Design Merit Award
Agency:
Design Army / Washington DC
Client:
Hong Kong Ballet
Title:
Tutu Academy
Category:
Craft / Photography
Annual ID:
OS25_DE137M
Award:
2025 Design Merit Award
Agency:
Ogilvy / Shanghai
Client:
Viagra
Title:
MAKE LOVE LAST
Category:
Craft / Photography
Annual ID:
OS25_DE138M
Award:
2025 Design Merit Award
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_DE139M
Award:
2025 Design Merit Award
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Photography
Annual ID:
OS25_DE140M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy Canada / Toronto
Client:
Dove
Title:
Cost of Beauty
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE016M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Kuala Lumpur
Client:
Colgate-Palmolive
Title:
A Million Logos
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE017M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS25_CE018M
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 Branded Entertainment Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
Oreo
Title:
Square Cookie
Category:
Brand Partnerships
Annual ID:
OS25_BE070M
Award:
2025 Branded Entertainment Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Brand Partnerships
Annual ID:
OS25_BE071M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / New York
Client:
General Mills / Nature Valley
Title:
Royalties For Nature
Category:
Brand Partnerships
Annual ID:
OS25_BE072M
Award:
2025 Branded Entertainment Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Brand Partnerships
Annual ID:
OS25_BE073M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Brand Partnerships
Annual ID:
OS25_BE074M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
More Popular Than
Category:
B2B Communications
Annual ID:
OS25_FI099M
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