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
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation in Moving Image Craft
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential Music & Sound
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Direction / Series
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Targeting
Eclipsed Legacies
Agency: TombrasNiña / Buenos Aires
Client: AB InBev / Bodega Dante Robino Category: Craft / Use of Technology
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential & Immersive
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Events / In-Person
The Day a Country Stood Still
Agency: McCann / Prague + Hero & Outlaw / Prague
Client: Czech Insurance Association Category: Events / In-Person
Ed-Ible Autographs
Agency: DAVID / Madrid + Kraft Heinz / London + Uncovered / London + Wonderland Comms / London
Client: Kraft Heinz Category: Events / In-Person
Pizzaria Di Yesterday
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Events / In-Person
The Spot
Agency: Ogilvy Australia / Sydney
Client: Bristol Myers Squibb and La Roche Posay Category: Events / In-Person
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Editorial / Magazines & Newspapers
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Editorial / Magazines & Newspapers
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
Smile 2 Watch
Agency: Loop / Brooklyn + Paramount Pictures / Los Angeles
Client: Paramount Pictures Category: Innovation / New Ideas in Branded Entertainment
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Innovation / New Ideas in Branded Entertainment
Brian Cox Goes to College
Agency: Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client: Uber/Uber One Category: Use of Humor
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Use of Humor
Group Therapy
Agency: VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client: Axa Category: Use of Humor
Feel It. Find It.
Agency: Rethink / New York + Epidemic Sound / Stockholm
Client: Epidemic Sound Category: Craft / Writing
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Craft / Writing
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Streaming and Influencer
That Should Be A Tubi Movie
Agency: Mischief @ No Fixed Address / New York
Client: Tubi Category: Innovation / Use of Media in Branded Entertainment
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Innovation / Use of Media in Branded Entertainment
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Innovation / Use of Media in Branded Entertainment
Royalties For Nature
Agency: VML / New York
Client: General Mills / Nature Valley Category: Innovation / Use of Media in Branded Entertainment
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Innovation / Use of Media in Branded Entertainment
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / Use of Media in Design
The Spot
Agency: Ogilvy Australia / Sydney + The Glue Society / Sydney
Client: Bristol Myers Squibb and La Roche Posay Category: Innovation / Use of Media in Design
Become The Knight
Agency: ALTO NY / New York + RESET + Meta Reality Labs / San Francisco
Client: Meta Reality Labs Category: Special / Practical Effects / Single
Obey Your Hands.
Agency: HeimatTBWA\ Germany
Client: HORNBACH Baumarkt AG Category: Special / Practical Effects / Single
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 Health & Wellness
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Influencer Marketing / Single Channel
Bad Date Rebate
Agency: 72andSunny / Los Angeles
Client: Venmo | PayPal Category: Influencer Marketing / Single Channel
The Game-Changing Announcement
Agency: adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client: The International Paralympic Committee Category: Influencer Marketing / Single Channel
Not Not a Big Mac
Agency: Wieden+Kennedy / New York + Golin / Chicago
Client: McDonald's Category: Influencer Marketing / Single Channel
Hennessy x LeBron
Agency: Wieden+Kennedy / Amsterdam + La Pac
Client: Hennessy Category: Influencer Marketing / Single Channel
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: Innovation / New Ideas in Out of Home
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Innovation / New Ideas in Out of Home
U up?
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Innovation / Use of Media in Social Media
TikTok University
Agency: Bob the Robot / NoA / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client: Haaga-Helia University of Applied Sciences Category: Innovation / Use of Media in Social Media
mio Streaming Energy
Agency: The Kitchen North America + Kraft Heinz
Client: Kraft Heinz / Mio Category: Innovation / Use of Media in Social Media
Open All Ages
Agency: Ogilvy / Shanghai + Hongguan Art Lab / Shanghai + The Mill / Shanghai + Red Horse / Shanghai
Client: Shanghai Science and Technology Elderly Service Center Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Giving a Voice to the Unheard
Agency: Farner | Team Farner
Client: National Council Islam Alijaj Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Pinterest Predicts
Agency: Pinterest House of Creative + Mojo Supermarket / New York + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client: Pinterest Category: Craft / Art Direction
Squarespace Collection: Jeff Koons
Agency: Squarespace + Jeff Koons Studio + ManvsMachine / London + Rare Medium
Client: Squarespace Category: Craft / Art Direction
Love the Racks
Agency: WoW Studios / Chicago + Whirlpool Corporation / Benton Harbor
Client: KitchenAid Category: Craft / Art Direction
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Non-traditional & Guerrilla Marketing
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:
Innovation in Moving Image Craft
Annual ID:
OS25_MI127M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Experiential Music & Sound
Annual ID:
OS25_MS029M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Direction / Series
Annual ID:
OS25_MI071M
Award:
2025 Creative Use of Data Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Targeting
Annual ID:
OS25_CU020M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
TombrasNiña / Buenos Aires
Client:
AB InBev / Bodega Dante Robino
Title:
Eclipsed Legacies
Category:
Craft / Use of Technology
Annual ID:
OS25_BS048M
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:
Experiential & Immersive
Annual ID:
OS25_CU027M
Award:
2025 Experiential & Immersive Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Events / In-Person
Annual ID:
OS25_EX030M
Award:
2025 Experiential & Immersive Merit Award
Agency:
McCann / Prague + Hero & Outlaw / Prague
Client:
Czech Insurance Association
Title:
The Day a Country Stood Still
Category:
Events / In-Person
Annual ID:
OS25_EX031M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DAVID / Madrid + Kraft Heinz / London + Uncovered / London + Wonderland Comms / London
Client:
Kraft Heinz
Title:
Ed-Ible Autographs
Category:
Events / In-Person
Annual ID:
OS25_EX032M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Pizzaria Di Yesterday
Category:
Events / In-Person
Annual ID:
OS25_EX033M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Bristol Myers Squibb and La Roche Posay
Title:
The Spot
Category:
Events / In-Person
Annual ID:
OS25_EX034M
Award:
2025 Design Merit Award
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS25_DE063M
Award:
2025 Design Merit Award
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS25_DE064M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE081M
Award:
2025 Branded Entertainment Merit Award
Agency:
Loop / Brooklyn + Paramount Pictures / Los Angeles
Client:
Paramount Pictures
Title:
Smile 2 Watch
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE082M
Award:
2025 Branded Entertainment Merit Award
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS25_BE083M
Award:
2025 Design Merit Award
Agency:
Hornet / New York + Apple
Client:
Apple
Title:
Evergreen
Category:
Moving Image / Series
Annual ID:
OS25_DE116M
Award:
2025 Branded Entertainment Merit Award
Agency:
Special US / Los Angeles + O Positive / Santa Monica + Uber Eats / San Francisco
Client:
Uber/Uber One
Title:
Brian Cox Goes to College
Category:
Use of Humor
Annual ID:
OS25_BE075M
Award:
2025 Branded Entertainment 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_BE076M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client:
Axa
Title:
Group Therapy
Category:
Use of Humor
Annual ID:
OS25_BE077M
Award:
2025 Branded Entertainment Merit Award
Agency:
Ogilvy / Mumbai
Client:
Cadbury 5 Star
Title:
Erase Valentine’s Day
Category:
Use of Humor
Annual ID:
OS25_BE078M
Award:
2025 Direct Marketing Merit Award
Agency:
Rethink / New York + Epidemic Sound / Stockholm
Client:
Epidemic Sound
Title:
Feel It. Find It.
Category:
Craft / Writing
Annual ID:
OS25_DM109M
Award:
2025 Direct Marketing Merit Award
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Craft / Writing
Annual ID:
OS25_DM110M
Award:
2025 Gaming Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Streaming and Influencer
Annual ID:
OS25_GA014M
Award:
2025 Branded Entertainment Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Tubi
Title:
That Should Be A Tubi Movie
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE086M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE087M
Award:
2025 Branded Entertainment Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE088M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / New York
Client:
General Mills / Nature Valley
Title:
Royalties For Nature
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE089M
Award:
2025 Branded Entertainment Merit Award
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Innovation / Use of Media in Branded Entertainment
Annual ID:
OS25_BE090M
Award:
2025 Design Merit Award
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Innovation / Use of Media in Design
Annual ID:
OS25_DE149M
Award:
2025 Design Merit Award
Agency:
Ogilvy Australia / Sydney + The Glue Society / Sydney
Client:
Bristol Myers Squibb and La Roche Posay
Title:
The Spot
Category:
Innovation / Use of Media in Design
Annual ID:
OS25_DE150M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
ALTO NY / New York + RESET + Meta Reality Labs / San Francisco
Client:
Meta Reality Labs
Title:
Become The Knight
Category:
Special / Practical Effects / Single
Annual ID:
OS25_MI102M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Special / Practical Effects / Single
Annual ID:
OS25_MI103M
Award:
2025 Health & Wellness 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 Health & Wellness
Annual ID:
OS25_HW081M
Award:
2025 Social Media Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM062M
Award:
2025 Social Media Merit Award
Agency:
72andSunny / Los Angeles
Client:
Venmo | PayPal
Title:
Bad Date Rebate
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM063M
Award:
2025 Social Media Merit Award
Agency:
adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client:
The International Paralympic Committee
Title:
The Game-Changing Announcement
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM064M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / New York + Golin / Chicago
Client:
McDonald's
Title:
Not Not a Big Mac
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM065M
Award:
2025 Social Media Merit Award
Agency:
Wieden+Kennedy / Amsterdam + La Pac
Client:
Hennessy
Title:
Hennessy x LeBron
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM066M
Award:
2025 Out of Home 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:
Innovation / New Ideas in Out of Home
Annual ID:
OS25_OH111M
Award:
2025 Out of Home Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Innovation / New Ideas in Out of Home
Annual ID:
OS25_OH112M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM096M
Award:
2025 Social Media Merit Award
Agency:
Bob the Robot / NoA / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client:
Haaga-Helia University of Applied Sciences
Title:
TikTok University
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM097M
Award:
2025 Social Media Merit Award
Agency:
The Kitchen North America + Kraft Heinz
Client:
Kraft Heinz / Mio
Title:
mio Streaming Energy
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM098M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Shanghai + Hongguan Art Lab / Shanghai + The Mill / Shanghai + Red Horse / Shanghai
Client:
Shanghai Science and Technology Elderly Service Center
Title:
Open All Ages
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS25_CE028M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Farner | Team Farner
Client:
National Council Islam Alijaj
Title:
Giving a Voice to the Unheard
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS25_CE029M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Pinterest House of Creative + Mojo Supermarket / New York + Ways & Means / Los Angeles + Copenhagen Visual / Copenhagen
Client:
Pinterest
Title:
Pinterest Predicts
Category:
Craft / Art Direction
Annual ID:
OS25_BS044M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Squarespace + Jeff Koons Studio + ManvsMachine / London + Rare Medium
Client:
Squarespace
Title:
Squarespace Collection: Jeff Koons
Category:
Craft / Art Direction
Annual ID:
OS25_BS045M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
WoW Studios / Chicago + Whirlpool Corporation / Benton Harbor
Client:
KitchenAid
Title:
Love the Racks
Category:
Craft / Art Direction
Annual ID:
OS25_BS046M
Award:
2025 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM070M