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
Beer Retirement Account
Agency: Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client: AB InBev Colombia Category: Multicultural Impact
Selfless Shelves
Agency: FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client: Arla Category: Multicultural Impact
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Multicultural Impact
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Multicultural Impact
Reviews
Agency: Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client: Heinz Category: Multicultural Impact
Kentucky Fly Chicken
Agency: Ogilvy Australia / Sydney
Client: Kentucky Fried Chicken Category: Commerce
CAN YOU KFC IT?
Agency: McCann Worldgroup Romania / Bucharest + MRM Romania / Bucharest + UM Romania / Bucharest
Client: KFC Romania Category: Commerce
Sport the Fight
Agency: Wieden+Kennedy / São Paulo + MugShot / São Paulo + Ideal Axicom / São Paulo + Kaus / São Paulo
Client: Nike Brazil Category: Commerce
The Haunted Marketplace
Agency: Mojo Supermarket / New York + Creative X, Meta
Client: Meta / Facebook Category: Commerce
PRICE PACKS
Agency: SERVICEPLAN GERMANY / Munich
Client: PENNY Category: In-Market / Physical Product
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Out of Home / Billboards & Transit
The World's Most Famous Hand Model
Agency: GUT / Miami
Client: Stella Artois Category: Out of Home / Billboards & Transit
Maratón CDMX 2024
Agency: Wieden+Kennedy México / Mexico City
Client: Nike Category: Out of Home / Billboards & Transit
A Piece of Me
Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client: KPN Category: Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Can't B Broken
Agency: Ogilvy / New York
Client: Verizon Category: Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Wendy's Frosty Fix
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Creative Use of Data
THE INTERRUPTED GOAL
Agency: Leo / Sao Paulo + FIAT / Sao Paulo
Client: FIAT Category: Reputation Management
BK® Taste Lawyers
Agency: AlmapBBDO / Sao Paulo + Sentimental Filme / Sao Paulo + Jamute / Sao Paulo
Client: Burger King Category: Reputation Management
FIRST BODA
Agency: Ogilvy / Nairobi
Client: MyDawa & Kenya Red Cross Category: Creative Effectiveness / Health & Wellness / Pharmaceuticals
Stop Working Out in the Past
Agency: Quality Experience / New York + Rock Paper Scissors / New York + The Mill / Los Angeles + Pulse Films / Los Angeles
Client: Tonal Category: TV, VOD, & Online / 30 Seconds and Under - Single
Love Your Boys
Agency: Pereira O'Dell / New York + Manscaped / San Diego + Twentyfour Seven + Ruckus Films / Los Angeles
Client: Manscaped Category: TV, VOD, & Online / 30 Seconds and Under - Single
Steak-cation
Agency: Mischief @ No Fixed Address / New York
Client: Outback Steakhouse Category: TV, VOD, & Online / 30 Seconds and Under - Single
Never Order Diner Tilapia
Agency: Havas / New York
Client: Mike's Amazing Category: TV, VOD, & Online / 30 Seconds and Under - Single
creatures in embroidery 刺绣中的动物。每一只你都惹不起
Agency: Qiong Xiong熊琼 / 北京 + Chengji Ma马成继 / 北京
Client: Huashan Literature and Art Publishing House花山文艺出版社 Category: Editorial / Books
The story of photo studio
Agency: T-Change Design Studio / Nanjing
Client: Shanghai People's Fine Arts Publishing House Category: Editorial / Books
Durian Durian
Agency: TEN BUTTONS / Guangzhou
Client: The First T-SEAsia Triennial 2021 Category: Editorial / Books
ShiQi's Calligraphy
Agency: Bai Fengkun / Beijing
Client: Beijing Times Chinese Press Category: Editorial / Books
Doritos in Space
Agency: D3 (PepsiCo Foods) In-House Ad Agency / Plano TX + PepsiCo Foods U.S. + OMD USA + Ketchum
Client: Doritos Category: Brand Partnerships
The 100th Edition
Agency: Scholz & Friends / Germany
Client: Frankfurter Allgemeine Zeitung Category: Craft / Art Direction
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Craft / Art Direction
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Craft / Art Direction
Become The Knight
Agency: ALTO NY / New York + RESET + Meta Reality Labs / San Francisco
Client: Meta Reality Labs Category: Trailers & Teasers
You're Not Ready
Agency: Wieden+Kennedy / Portland + Netflix / Los Angeles + ICONOCLAST + Final Cut / Los Angeles
Client: Netflix Category: Trailers & Teasers
Crunchyroll - Sonic Branding
Agency: Antfood Music & Sound Design
Client: Crunchyroll Category: Sonic Branding / Branded Audio
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Craft / Storytelling
SAVE US FROM THE USA
Agency: Stream and Tough Guy / Lisbon + Atlantic New York
Client: Change The Ref Category: Integrated / Omnichannel Campaigns for Good
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + Smuggler + House of Parliament
Client: Apple Category: Sound Mixing
Snickers AI
Agency: T&Pm / London + Mars Wrigley + Helo
Client: Mars Category: Craft / Craft - Use of Technology - AI
Burger King - Million Dollar Whopper
Agency: Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client: Burger King Category: Craft / Craft - Use of Technology - AI
Could it be this easy?
Agency: SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client: Sandoz Deutschland / Hexal AG Category: Radio & 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: Radio & Audio
Room for Everyone
Agency: McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client: Mastercard Category: Experiential & Immersive for Good
Rockseeds
Agency: Change an FCB alliance / Paris + FCB Global / New York
Client: TBS - UNESCO - ONE OCEAN Category: Experiential & Immersive for Good
Award:
2025 Cultural Driver Merit Award
Agency:
Monks / Bogota + Draftline / Bogota + ABinBev / Bogota
Client:
AB InBev Colombia
Title:
Beer Retirement Account
Category:
Multicultural Impact
Annual ID:
OS25_CD018M
Award:
2025 Cultural Driver Merit Award
Agency:
FP7 McCann Dubai / Dubai + Current Global / Dubai + Craft / Dubai
Client:
Arla
Title:
Selfless Shelves
Category:
Multicultural Impact
Annual ID:
OS25_CD019M
Award:
2025 Cultural Driver Merit Award
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Multicultural Impact
Annual ID:
OS25_CD020M
Award:
2025 Cultural Driver Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Multicultural Impact
Annual ID:
OS25_CD021M
Award:
2025 Cultural Driver Merit Award
Agency:
Africa Creative / Sao Paulo + Kraft Heinz / Sao Paulo
Client:
Heinz
Title:
Reviews
Category:
Multicultural Impact
Annual ID:
OS25_CD022M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Ogilvy Australia / Sydney
Client:
Kentucky Fried Chicken
Title:
Kentucky Fly Chicken
Category:
Commerce
Annual ID:
OS25_IG030M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
McCann Worldgroup Romania / Bucharest + MRM Romania / Bucharest + UM Romania / Bucharest
Client:
KFC Romania
Title:
CAN YOU KFC IT?
Category:
Commerce
Annual ID:
OS25_IG031M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Wieden+Kennedy / São Paulo + MugShot / São Paulo + Ideal Axicom / São Paulo + Kaus / São Paulo
Client:
Nike Brazil
Title:
Sport the Fight
Category:
Commerce
Annual ID:
OS25_IG032M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Mojo Supermarket / New York + Creative X, Meta
Client:
Meta / Facebook
Title:
The Haunted Marketplace
Category:
Commerce
Annual ID:
OS25_IG033M
Award:
2025 IP & Product Design Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
In-Market / Physical Product
Annual ID:
OS25_IP014M
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:
Out of Home / Billboards & Transit
Annual ID:
OS25_DM049M
Award:
2025 Direct Marketing Merit Award
Agency:
GUT / Miami
Client:
Stella Artois
Title:
The World's Most Famous Hand Model
Category:
Out of Home / Billboards & Transit
Annual ID:
OS25_DM050M
Award:
2025 Direct Marketing Merit Award
Agency:
Wieden+Kennedy México / Mexico City
Client:
Nike
Title:
Maratón CDMX 2024
Category:
Out of Home / Billboards & Transit
Annual ID:
OS25_DM051M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Annual ID:
OS25_CE035M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Annual ID:
OS25_CE036M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Frosty Fix
Category:
Creative Use of Data
Annual ID:
OS25_IN051M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Leo Germany / Frankfurt am Main
Client:
Samsung
Title:
Galaxy Time
Category:
Creative Use of Data
Annual ID:
OS25_IN052M
Award:
2025 Public Relations Merit Award
Agency:
Leo / Sao Paulo + FIAT / Sao Paulo
Client:
FIAT
Title:
THE INTERRUPTED GOAL
Category:
Reputation Management
Annual ID:
OS25_PR046M
Award:
2025 Public Relations Merit Award
Agency:
AlmapBBDO / Sao Paulo + Sentimental Filme / Sao Paulo + Jamute / Sao Paulo
Client:
Burger King
Title:
BK® Taste Lawyers
Category:
Reputation Management
Annual ID:
OS25_PR047M
Award:
2025 Creative Effectiveness Merit Award
Agency:
Ogilvy / Nairobi
Client:
MyDawa & Kenya Red Cross
Title:
FIRST BODA
Category:
Creative Effectiveness / Health & Wellness / Pharmaceuticals
Annual ID:
OS25_CE026M
Award:
2025 Film & Video Merit Award
Agency:
Quality Experience / New York + Rock Paper Scissors / New York + The Mill / Los Angeles + Pulse Films / Los Angeles
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
TV, VOD, & Online / 30 Seconds and Under - Single
Annual ID:
OS25_FI046M
Award:
2025 Film & Video Merit Award
Agency:
Pereira O'Dell / New York + Manscaped / San Diego + Twentyfour Seven + Ruckus Films / Los Angeles
Client:
Manscaped
Title:
Love Your Boys
Category:
TV, VOD, & Online / 30 Seconds and Under - Single
Annual ID:
OS25_FI047M
Award:
2025 Film & Video Merit Award
Agency:
Mischief @ No Fixed Address / New York
Client:
Outback Steakhouse
Title:
Steak-cation
Category:
TV, VOD, & Online / 30 Seconds and Under - Single
Annual ID:
OS25_FI048M
Award:
2025 Film & Video Merit Award
Agency:
Havas / New York
Client:
Mike's Amazing
Title:
Never Order Diner Tilapia
Category:
TV, VOD, & Online / 30 Seconds and Under - Single
Annual ID:
OS25_FI049M
Award:
2025 Design Merit Award
Agency:
Qiong Xiong熊琼 / 北京 + Chengji Ma马成继 / 北京
Client:
Huashan Literature and Art Publishing House花山文艺出版社
Title:
creatures in embroidery 刺绣中的动物。每一只你都惹不起
Category:
Editorial / Books
Annual ID:
OS25_DE058M
Award:
2025 Design Merit Award
Agency:
T-Change Design Studio / Nanjing
Client:
Shanghai People's Fine Arts Publishing House
Title:
The story of photo studio
Category:
Editorial / Books
Annual ID:
OS25_DE059M
Award:
2025 Design Merit Award
Agency:
TEN BUTTONS / Guangzhou
Client:
The First T-SEAsia Triennial 2021
Title:
Durian Durian
Category:
Editorial / Books
Annual ID:
OS25_DE060M
Award:
2025 Design Merit Award
Agency:
Bai Fengkun / Beijing
Client:
Beijing Times Chinese Press
Title:
ShiQi's Calligraphy
Category:
Editorial / Books
Annual ID:
OS25_DE061M
Award:
2025 Design Merit Award
Agency:
Mint Design / Beijing
Client:
BIFT
Title:
Ritornello–BIFT 2024
Category:
Editorial / Books
Annual ID:
OS25_DE062M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
D3 (PepsiCo Foods) In-House Ad Agency / Plano TX + PepsiCo Foods U.S. + OMD USA + Ketchum
Client:
Doritos
Title:
Doritos in Space
Category:
Brand Partnerships
Annual ID:
OS25_BS043M
Award:
2025 Design Merit Award
Agency:
LiaoDesign
Client:
KAN TAI-KEUNG DESIGN AWARD
Title:
KTK 2024
Category:
Posters / Single
Annual ID:
OS25_DE094M
Award:
2025 Print & Promotional Merit Award
Agency:
Scholz & Friends / Germany
Client:
Frankfurter Allgemeine Zeitung
Title:
The 100th Edition
Category:
Craft / Art Direction
Annual ID:
OS25_PT038M
Award:
2025 Print & Promotional Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Craft / Art Direction
Annual ID:
OS25_PT039M
Award:
2025 Print & Promotional Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Craft / Art Direction
Annual ID:
OS25_PT040M
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:
Trailers & Teasers
Annual ID:
OS25_MI118M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Wieden+Kennedy / Portland + Netflix / Los Angeles + ICONOCLAST + Final Cut / Los Angeles
Client:
Netflix
Title:
You're Not Ready
Category:
Trailers & Teasers
Annual ID:
OS25_MI119M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Antfood Music & Sound Design
Client:
Crunchyroll
Title:
Crunchyroll - Sonic Branding
Category:
Sonic Branding / Branded Audio
Annual ID:
OS25_MS028M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Commerce
Annual ID:
OS25_EX061M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Commerce
Annual ID:
OS25_EX062M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Craft / Storytelling
Annual ID:
OS25_IG044M
Award:
2025 Integrated / Omnichannel Merit Award
Agency:
Stream and Tough Guy / Lisbon + Atlantic New York
Client:
Change The Ref
Title:
SAVE US FROM THE USA
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS25_IG036M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Bensimon Byrne / Toronto
Client:
White Ribbon
Title:
My Friend, Max Hate
Category:
Sound Mixing
Annual ID:
OS25_MS051M
Award:
2025 Music & Sound Craft Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + Smuggler + House of Parliament
Client:
Apple
Title:
Flock
Category:
Sound Mixing
Annual ID:
OS25_MS052M
Award:
2025 Social Media Merit Award
Agency:
T&Pm / London + Mars Wrigley + Helo
Client:
Mars
Title:
Snickers AI
Category:
Craft / Craft - Use of Technology - AI
Annual ID:
OS25_SM092M
Award:
2025 Social Media Merit Award
Agency:
Monks / Toronto + BarkleyOKRP / Chicago + Burger King / Miami
Client:
Burger King
Title:
Burger King - Million Dollar Whopper
Category:
Craft / Craft - Use of Technology - AI
Annual ID:
OS25_SM093M
Award:
2025 Health & Wellness Merit Award
Agency:
SERVICEPLAN GERMANY / Munich + SERVICEPLAN BELGIUM
Client:
Sandoz Deutschland / Hexal AG
Title:
Could it be this easy?
Category:
Radio & Audio
Annual ID:
OS25_HW064M
Award:
2025 Health & Wellness 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:
Radio & Audio
Annual ID:
OS25_HW065M
Award:
2025 Social Media Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_SM040M
Award:
2025 Experiential & Immersive Merit Award
Agency:
McCann Poland / Warsaw + McCann Worldgroup Romania / Bucharest + Mastercard / Warsaw
Client:
Mastercard
Title:
Room for Everyone
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX063M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Change an FCB alliance / Paris + FCB Global / New York
Client:
TBS - UNESCO - ONE OCEAN
Title:
Rockseeds
Category:
Experiential & Immersive for Good
Annual ID:
OS25_EX064M