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
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Non-traditional & Guerrilla Marketing
Hellmann's Club Classic
Agency: Ogilvy UK / London
Client: Hellmann’s Category: Non-traditional & Guerrilla Marketing
Burger to King
Agency: Happiness / an FCB alliance / Brussels
Client: Burger King Category: Non-traditional & Guerrilla Marketing
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Non-traditional & Guerrilla Marketing
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Non-traditional & Guerrilla Marketing
See Them for Real
Agency: BUZZMAN / PARIS
Client: Musée de l'Armée Category: Non-traditional & Guerrilla Marketing
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Non-traditional & Guerrilla Marketing
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Creative Use of Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Popular Culture Impact
Turf Finder
Agency: Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client: Gatorade Category: Popular Culture Impact
We Buy Your Vote
Agency: DAVID / São Paulo + CarbonoSoundLab / São Paulo + Mol / São Paulo
Client: Burger King Category: Popular Culture Impact
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Popular Culture Impact
Rainbow Wool
Agency: SERVICEPLAN GERMANY / Munich
Client: Schäferei Stücke Category: Popular Culture Impact
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Popular Culture Impact
Rockstar Status
Agency: Ogilvy / Singapore + Sauce Universe / Jakarta
Client: Artotel Group Category: Popular Culture Impact
Sounds of the Land
Agency: SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client: Billboard Arabia Category: Audio
UninterruptAd
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Audio
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Brand Installations
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Brand Installations
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Brand Installations
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Brand Installations
Designing Paris 2024
Agency: W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client: PARIS 2024 COJOP Category: Brand Installations
The postal changing rooms
Agency: BETC / Paris + Carré Noir / Paris
Client: La Poste Category: Brand Installations
The Spot
Agency: Ogilvy Australia / Sydney + The Glue Society / Sydney
Client: Bristol Myers Squibb and La Roche Posay Category: Brand Installations
Skin Like Me
Agency: Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client: Bepanthen Category: Online & Mobile Video / Interactive Video
Could it be this easy?
Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client: Sandoz Deutschland / Hexal AG Category: Use of Humor
How to Feed Your Human: Emotional Support Humans
Agency: Leo / Chicago
Client: Special K Category: Use of Humor
Smile 2 Watch
Agency: Loop / Brooklyn + Paramount Pictures / Los Angeles
Client: Paramount Pictures Category: Innovation / Execution in Branded Entertainment
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Innovation / Execution in Branded Entertainment
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: Innovation / Use of Media in Out of Home
CHECOLAND
Agency: Wieden+Kennedy México / Mexico City + Uber Eats México / CDMX
Client: Uber Eats Category: Innovation / Use of Media in Out of Home
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela Category: Innovation / Execution in Integrated / Omnichannel
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Innovation / Execution in Integrated / Omnichannel
AntiBan-Ad
Agency: GUT / Buenos Aires + Genosha / Buenos Aires
Client: The Coca-Cola Company / Sprite Category: Digital & Online / Banners & Pop-ups
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Brand Partnerships
TikTok Creator Configurator
Agency: INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client: Kia Motor America Category: Innovation / New Ideas in Social Media
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Innovation / Use of Media in Direct Marketing
Can't B Broken
Agency: Ogilvy / New York
Client: Verizon Category: Innovation / Use of Media in Direct Marketing
Returning Creativity
Agency: Dentsu Creative / New York
Client: Crayola Category: Innovation / Use of Media in Direct Marketing
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Innovation / Use of Media in Direct Marketing
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Innovation / Use of Media in Direct Marketing
Award:
2025 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM071M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy UK / London
Client:
Hellmann’s
Title:
Hellmann's Club Classic
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM072M
Award:
2025 Direct Marketing Merit Award
Agency:
Happiness / an FCB alliance / Brussels
Client:
Burger King
Title:
Burger to King
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM073M
Award:
2025 Direct Marketing Merit Award
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM074M
Award:
2025 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM075M
Award:
2025 Direct Marketing Merit Award
Agency:
BUZZMAN / PARIS
Client:
Musée de l'Armée
Title:
See Them for Real
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM076M
Award:
2025 Direct Marketing Merit Award
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM077M
Award:
2025 Creative Use of Technology Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Creative Use of Data
Annual ID:
OS25_CT029M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Creative Use of Data
Annual ID:
OS25_CT030M
Award:
2025 Creative Use of Technology Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_CT031M
Award:
2025 Cultural Driver Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Popular Culture Impact
Annual ID:
OS25_CD010M
Award:
2025 Cultural Driver Merit Award
Agency:
Leo India / Mumbai + Pepsico India Holding Pvt Ltd / mumbai
Client:
Gatorade
Title:
Turf Finder
Category:
Popular Culture Impact
Annual ID:
OS25_CD011M
Award:
2025 Cultural Driver Merit Award
Agency:
DAVID / São Paulo + CarbonoSoundLab / São Paulo + Mol / São Paulo
Client:
Burger King
Title:
We Buy Your Vote
Category:
Popular Culture Impact
Annual ID:
OS25_CD012M
Award:
2025 Cultural Driver Merit Award
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Popular Culture Impact
Annual ID:
OS25_CD013M
Award:
2025 Cultural Driver Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Popular Culture Impact
Annual ID:
OS25_CD014M
Award:
2025 Cultural Driver Merit Award
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Popular Culture Impact
Annual ID:
OS25_CD015M
Award:
2025 Cultural Driver Merit Award
Agency:
Ogilvy / Singapore + Sauce Universe / Jakarta
Client:
Artotel Group
Title:
Rockstar Status
Category:
Popular Culture Impact
Annual ID:
OS25_CD016M
Award:
2025 Cultural Driver Merit Award
Agency:
Ogilvy / New York
Client:
Powerade
Title:
The Athletes Code
Category:
Popular Culture Impact
Annual ID:
OS25_CD017M
Award:
2025 Branded Entertainment Merit Award
Agency:
SRMG Labs / Riyadh + DaHouse Audio / Los Angeles + Piloto / Sao Paulo
Client:
Billboard Arabia
Title:
Sounds of the Land
Category:
Audio
Annual ID:
OS25_BE049M
Award:
2025 Branded Entertainment Merit Award
Agency:
VML / Kansas City + VML / New York
Client:
Veja x FarFarm
Title:
Seeding Songs
Category:
Audio
Annual ID:
OS25_BE050M
Award:
2025 Branded Entertainment Merit Award
Agency:
Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client:
Budweiser
Title:
UninterruptAd
Category:
Audio
Annual ID:
OS25_BE051M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Brand Installations
Annual ID:
OS25_EX041M
Award:
2025 Experiential & Immersive Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Brand Installations
Annual ID:
OS25_EX042M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Brand Installations
Annual ID:
OS25_EX043M
Award:
2025 Experiential & Immersive Merit Award
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Brand Installations
Annual ID:
OS25_EX044M
Award:
2025 Experiential & Immersive Merit Award
Agency:
adam&eveDDB / London + IAMS
Client:
IAMS
Title:
Waylon
Category:
Brand Installations
Annual ID:
OS25_EX045M
Award:
2025 Experiential & Immersive Merit Award
Agency:
W Conran Design / Boulogne-Billancourt + Paris 2024 COJOP / Paris
Client:
PARIS 2024 COJOP
Title:
Designing Paris 2024
Category:
Brand Installations
Annual ID:
OS25_EX046M
Award:
2025 Experiential & Immersive Merit Award
Agency:
BETC / Paris + Carré Noir / Paris
Client:
La Poste
Title:
The postal changing rooms
Category:
Brand Installations
Annual ID:
OS25_EX047M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Ogilvy Australia / Sydney + The Glue Society / Sydney
Client:
Bristol Myers Squibb and La Roche Posay
Title:
The Spot
Category:
Brand Installations
Annual ID:
OS25_EX048M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Energy BBDO / Chicago + Liquo Audio + Kollectiff + Pinguim Content
Client:
Bepanthen
Title:
Skin Like Me
Category:
Online & Mobile Video / Interactive Video
Annual ID:
OS25_IN046M
Award:
2025 Radio & Audio-First Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client:
Sandoz Deutschland / Hexal AG
Title:
Could it be this easy?
Category:
Use of Humor
Annual ID:
OS25_RA037M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Leo / Chicago
Client:
Special K
Title:
How to Feed Your Human: Emotional Support Humans
Category:
Use of Humor
Annual ID:
OS25_RA038M
Award:
2025 Branded Entertainment Merit Award
Agency:
Loop / Brooklyn + Paramount Pictures / Los Angeles
Client:
Paramount Pictures
Title:
Smile 2 Watch
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE084M
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:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE085M
Award:
2025 Out of Home 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:
Innovation / Use of Media in Out of Home
Annual ID:
OS25_OH114M
Award:
2025 Out of Home Merit Award
Agency:
Wieden+Kennedy México / Mexico City + Uber Eats México / CDMX
Client:
Uber Eats
Title:
CHECOLAND
Category:
Innovation / Use of Media in Out of Home
Annual ID:
OS25_OH115M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client:
Sela
Title:
Unsilence the Crowd
Category:
Innovation / Execution in Integrated / Omnichannel
Annual ID:
OS25_IG047M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Innovation / Execution in Integrated / Omnichannel
Annual ID:
OS25_IG048M
Award:
2025 Direct Marketing Merit Award
Agency:
GUT / Buenos Aires + Genosha / Buenos Aires
Client:
The Coca-Cola Company / Sprite
Title:
AntiBan-Ad
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS25_DM065M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Cartel
Client:
Squarespace
Title:
Muscles, Bakery, Scuba
Category:
Editing / Series
Annual ID:
OS25_MI084M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy / New York
Client:
Powerade
Title:
The Vault
Category:
Brand Partnerships
Annual ID:
OS25_HW066M
Award:
2025 Health & Wellness 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_HW067M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Brand Partnerships
Annual ID:
OS25_HW068M
Award:
2025 Social Media Merit Award
Agency:
Apple Marcom
Client:
Apple
Title:
When football ends, fútbol begins
Category:
Social Post / Single
Annual ID:
OS25_SM034M
Award:
2025 Social Media Merit Award
Agency:
INNOCEAN USA / Huntington Beach + Kia Motor America / Irvine
Client:
Kia Motor America
Title:
TikTok Creator Configurator
Category:
Innovation / New Ideas in Social Media
Annual ID:
OS25_SM094M
Award:
2025 Direct Marketing Merit Award
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM120M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM121M
Award:
2025 Direct Marketing Merit Award
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM122M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM123M
Award:
2025 Direct Marketing Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM124M