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
Winning Isn't Comfortable
Agency: Wieden+Kennedy / Portland + Nike / Beaverton + Primo
Client: Nike Running Category: Integrated / Omnichannel Campaign
Returning Creativity
Agency: Dentsu Creative / New York
Client: Crayola Category: Integrated / Omnichannel Campaign
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Integrated / Omnichannel Campaign
Refugee Olympic Team
Agency: Wieden+Kennedy / Amsterdam + 100%
Client: Nike Category: TV, VOD, & Online / Varying Length Series
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: TV, VOD, & Online / Varying Length Series
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: B2B Communications
Hirate Kindergarten
Agency: 6D-K co.,Ltd / Tokyo + JAKUETS Inc. / Fukui
Client: Hirate Kindergarten Category: Spatial Design / Wayfinding
Makeup Payment
Agency: MRM BRAZIL / São Paulo + Mastercard Brazil / São Paulo
Client: Mastercard Category: Commerce
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: In-Market / Digital Product
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Art Direction
No Sweat
Agency: TBWA\Media Arts Lab / Los Angeles + ICONOCLAST / Los Angeles + Electric Theatre Collective + Final Cut
Client: Apple Category: Craft / Art Direction
Sunset O'clock
Agency: David / Bogota + AB InBev / Bogotá
Client: AB InBev / Corona Category: B2B Communications
The Replacer
Agency: 72andSunny / Los Angeles
Client: Call of Duty | Activision Category: Game Marketing
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Promotional / Integrated Digital & Physical Product
Kleenex Brand Typeface Design
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Typography / Typeface Design
Designed to Be Read, Built to Stand Out
Agency: Jones Knowles Ritchie + Studio Drama / London
Client: Mozilla Category: Typography / Typeface Design
Inflation Cookbook
Agency: Dentsu Creative Canada / Toronto + Skip
Client: Skip Category: Creative Effectiveness / Consumer Services
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Craft / Illustration
The Philharmonic Prints
Agency: Scholz & Friends / Germany
Client: Berliner Philharmonie Category: Craft / Illustration
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Illustration
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Use of Humor
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB Category: Use of Humor
Welcome to Melbourne
Agency: TBWA\Melbourne / Melbourne + Specsavers ANZ / Melbourne + Initiative / Melbourne + Health Haus Communications / Melbourne
Client: Specsavers Category: Use of Humor
Never Become a Former New York
Agency: Mother / New York + StreetEasy / New York + Canvas Worldwide / New York
Client: StreetEasy Category: Use of Humor
The Philharmonic Prints
Agency: Scholz & Friends / Germany
Client: Berliner Philharmonie Category: Posters / Series
Sayakaboshi Elementary School
Agency: Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client: Sayakaboshi Elementary School Category: Posters / Series
Doki Doki: Posters You Can Hear
Agency: No Fixed Address / Toronto
Client: Doki Doki Category: Posters / Series
BEYOND THE STORM CLOUDS
Agency: DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo
Client: JAXA Category: Posters / Series
Sanlian Humanistic Vernacular Season
Agency: another design / Guangzhou
Client: Sanlian City for Humanity Category: Posters / Series
It works.
Agency: DENTSU INC. / Tokyo
Client: THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO Category: Posters / Series
DIARY OF GLORY
Agency: DENTSU INC. / Tokyo
Client: The Dentsu Advertising Awards 76th Anniversary Category: Posters / Series
LIVE! YOURSELF
Agency: SHA inc. / Tokyo + PARADOX inc. / Tokyo
Client: AFURI Category: Posters / Series
Maratón CDMX 2024
Agency: Wieden+Kennedy México / Mexico City + Nike / Mexico City
Client: Nike Category: Craft / Storytelling
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Use of Technology
Coors Light Coors Light
Agency: Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client: Molson Coors Beverage Company Category: Social Post / Real-time Response
For Every Slice of Sun
Agency: DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client: Corona Category: Social Post / Real-time Response
Following Wildfire
Agency: Dentsu Creative Canada / Toronto + tentree / Vancouver
Client: tentree Category: Social Media
Imagine With Petacos
Agency: BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client: AB InBev Colombia / Poker Beer Category: Innovation / Execution in Out of Home
mieux
Agency: SECAI Inc. / Kyoto + Yu Inoue / Tokyo + Toru Sharyo / Tokyo
Client: Nakaume Woven Labels.Co., ltd. Category: Craft / Printing & Paper Craft
Black Lights
Agency: AlmapBBDO / Sao Paulo + Dialeto Studio / Sao Paulo + Raw Audio / Sao Paulo
Client: Bradesco Seguros & Empregue Afro/GOMA & Museu Afro-UFBA Category: Craft / Printing & Paper Craft
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Interactive, Online, & Mobile
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Interactive, Online, & Mobile
Award:
2025 Direct Marketing Merit Award
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton + Primo
Client:
Nike Running
Title:
Winning Isn't Comfortable
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM078M
Award:
2025 Direct Marketing Merit Award
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM079M
Award:
2025 Direct Marketing Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_DM080M
Award:
2025 Film & Video Merit Award
Agency:
Wieden+Kennedy / Amsterdam + 100%
Client:
Nike
Title:
Refugee Olympic Team
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI088M
Award:
2025 Film & Video Merit Award
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI089M
Award:
2025 Creative Use of Technology Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
B2B Communications
Annual ID:
OS25_CT037M
Award:
2025 Public Relations Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
B2B Communications
Annual ID:
OS25_PR054M
Award:
2025 Design Merit Award
Agency:
6D-K co.,Ltd / Tokyo + JAKUETS Inc. / Fukui
Client:
Hirate Kindergarten
Title:
Hirate Kindergarten
Category:
Spatial Design / Wayfinding
Annual ID:
OS25_DE113M
Award:
2025 IP & Product Design Merit Award
Agency:
MRM BRAZIL / São Paulo + Mastercard Brazil / São Paulo
Client:
Mastercard
Title:
Makeup Payment
Category:
Commerce
Annual ID:
OS25_IP018M
Award:
2025 IP & Product Design Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
In-Market / Digital Product
Annual ID:
OS25_IP015M
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:
Craft / Art Direction
Annual ID:
OS25_IN061M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + ICONOCLAST / Los Angeles + Electric Theatre Collective + Final Cut
Client:
Apple
Title:
No Sweat
Category:
Craft / Art Direction
Annual ID:
OS25_IN062M
Award:
2025 Direct Marketing Merit Award
Agency:
David / Bogota + AB InBev / Bogotá
Client:
AB InBev / Corona
Title:
Sunset O'clock
Category:
B2B Communications
Annual ID:
OS25_DM089M
Award:
2025 Direct Marketing Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
PLUG-INN FOR BUSINESS
Category:
B2B Communications
Annual ID:
OS25_DM090M
Award:
2025 Gaming Merit Award
Agency:
72andSunny / Los Angeles
Client:
Call of Duty | Activision
Title:
The Replacer
Category:
Game Marketing
Annual ID:
OS25_GA020M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Craft / Use of Technology
Annual ID:
OS25_BE080M
Award:
2025 IP & Product Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Promotional / Integrated Digital & Physical Product
Annual ID:
OS25_IP013M
Award:
2025 Health & Wellness Merit Award
Agency:
alma DDB / Miami
Client:
Change the Ref
Title:
Wrong Candidates
Category:
Print
Annual ID:
OS25_HW057M
Award:
2025 Design Merit Award
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Typeface Design
Category:
Typography / Typeface Design
Annual ID:
OS25_DE065M
Award:
2025 Design Merit Award
Agency:
Jones Knowles Ritchie + Studio Drama / London
Client:
Mozilla
Title:
Designed to Be Read, Built to Stand Out
Category:
Typography / Typeface Design
Annual ID:
OS25_DE066M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Dentsu Creative Canada / Toronto + Skip
Client:
Skip
Title:
Inflation Cookbook
Category:
Creative Effectiveness / Consumer Services
Annual ID:
OS25_CE023M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Craft / Illustration
Annual ID:
OS25_OH101M
Award:
2025 Out of Home Merit Award
Agency:
Scholz & Friends / Germany
Client:
Berliner Philharmonie
Title:
The Philharmonic Prints
Category:
Craft / Illustration
Annual ID:
OS25_OH102M
Award:
2025 Out of Home Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Illustration
Annual ID:
OS25_OH103M
Award:
2025 Out of Home Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Use of Humor
Annual ID:
OS25_OH090M
Award:
2025 Out of Home Merit Award
Agency:
Droga5 / London + Lidl GB + OMD UK + The Romans
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Use of Humor
Annual ID:
OS25_OH091M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Melbourne / Melbourne + Specsavers ANZ / Melbourne + Initiative / Melbourne + Health Haus Communications / Melbourne
Client:
Specsavers
Title:
Welcome to Melbourne
Category:
Use of Humor
Annual ID:
OS25_OH092M
Award:
2025 Out of Home Merit Award
Agency:
Mother / New York + StreetEasy / New York + Canvas Worldwide / New York
Client:
StreetEasy
Title:
Never Become a Former New York
Category:
Use of Humor
Annual ID:
OS25_OH093M
Award:
2025 Out of Home Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Use of Humor
Annual ID:
OS25_OH094M
Award:
2025 Out of Home Merit Award
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Use of Humor
Annual ID:
OS25_OH095M
Award:
2025 Design Merit Award
Agency:
Scholz & Friends / Germany
Client:
Berliner Philharmonie
Title:
The Philharmonic Prints
Category:
Posters / Series
Annual ID:
OS25_DE095M
Award:
2025 Design Merit Award
Agency:
Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client:
Sayakaboshi Elementary School
Title:
Sayakaboshi Elementary School
Category:
Posters / Series
Annual ID:
OS25_DE096M
Award:
2025 Design Merit Award
Agency:
No Fixed Address / Toronto
Client:
Doki Doki
Title:
Doki Doki: Posters You Can Hear
Category:
Posters / Series
Annual ID:
OS25_DE097M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo
Client:
JAXA
Title:
BEYOND THE STORM CLOUDS
Category:
Posters / Series
Annual ID:
OS25_DE098M
Award:
2025 Design Merit Award
Agency:
another design / Guangzhou
Client:
Sanlian City for Humanity
Title:
Sanlian Humanistic Vernacular Season
Category:
Posters / Series
Annual ID:
OS25_DE099M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO
Title:
It works.
Category:
Posters / Series
Annual ID:
OS25_DE100M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
The Dentsu Advertising Awards 76th Anniversary
Title:
DIARY OF GLORY
Category:
Posters / Series
Annual ID:
OS25_DE101M
Award:
2025 Design Merit Award
Agency:
SHA inc. / Tokyo + PARADOX inc. / Tokyo
Client:
AFURI
Title:
LIVE! YOURSELF
Category:
Posters / Series
Annual ID:
OS25_DE102M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Wieden+Kennedy México / Mexico City + Nike / Mexico City
Client:
Nike
Title:
Maratón CDMX 2024
Category:
Craft / Storytelling
Annual ID:
OS25_EX078M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Use of Technology
Annual ID:
OS25_MI120M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
NOMINT / London
Client:
WWF
Title:
In Hot Water
Category:
Use of Technology
Annual ID:
OS25_MI121M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company + Droga5 New York, part of Accenture Song / New York
Client:
Molson Coors Beverage Company
Title:
Coors Light Coors Light
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM036M
Award:
2025 Social Media Merit Award
Agency:
DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client:
Corona
Title:
For Every Slice of Sun
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM037M
Award:
2025 Creative Use of Data Merit Award
Agency:
Dentsu Creative Canada / Toronto + tentree / Vancouver
Client:
tentree
Title:
Following Wildfire
Category:
Social Media
Annual ID:
OS25_CU025M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Dubai
Client:
HungerStation
Title:
The Social Feed
Category:
Social Media
Annual ID:
OS25_CU026M
Award:
2025 Out of Home Merit Award
Agency:
BUENTIPO / Bogotá D.C. + DDB Colombia / Bogotá D.C.
Client:
AB InBev Colombia / Poker Beer
Title:
Imagine With Petacos
Category:
Innovation / Execution in Out of Home
Annual ID:
OS25_OH113M
Award:
2025 Design Merit Award
Agency:
SECAI Inc. / Kyoto + Yu Inoue / Tokyo + Toru Sharyo / Tokyo
Client:
Nakaume Woven Labels.Co., ltd.
Title:
mieux
Category:
Craft / Printing & Paper Craft
Annual ID:
OS25_DE141M
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:
Craft / Printing & Paper Craft
Annual ID:
OS25_DE142M
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 / New Ideas in Interactive, Online, & Mobile
Annual ID:
OS25_IN063M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Interactive, Online, & Mobile
Annual ID:
OS25_IN064M