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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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: Film & Video
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Film & Video
Finish It
Agency: Diamond + Terry Fox Foundation
Client: Terry Fox Foundation Category: Film & Video
Missed Birthdays
Agency: adam&eveDDB / London + CALM + ITV
Client: CALM x ITV Category: Film & Video
The Impossible Choice
Agency: Ogilvy / Mumbai
Client: St. Jude India ChildCare Centres Category: Film & Video
Obsession
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Visual Effects / Single
Earth Defender
Agency: Heckler / Singapore + Studio Birthplace / Bali
Client: Novo Amor/Believe Category: Visual Effects / Single
WINNING ISN’T FOR EVERYONE | AM I A BAD PERSON?
Agency: a52 / Los Angeles
Client: Nike Category: Visual Effects / Single
The Rewear Chair
Agency: Uncommon Creative Studio / London
Client: Ecover Category: Promotional / Physical Product
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Promotional / Physical Product
Obsession
Agency: BigTime Creative Shop / Riyadh
Client: General Entertainment Authority Category: Short Form Video / Single
Princesses on Periods
Agency: MullenLowe UK / London + Bayer / Basel + BIG Studios / Sao Paulo
Client: Bayer / Dorival Category: Short Form Video / Single
Brian Cox Goes to College
Agency: Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client: Uber One Category: Short Form Video / Single
Winning Isn't Comfortable
Agency: Wieden+Kennedy / Portland + Nike / Beaverton + Joint Editorial / Portland + Walker Music Company
Client: Nike Running Category: Use of Licensed Music
Reproductive Refrain
Agency: Duotone Audio Group / New York + Tall Poppy / New York + Forward Midwifery / Washington DC
Client: Forward Midwifery Category: Use of Licensed Music
The Shotline
Agency: MullenLowe U.S.
Client: Change The Ref & March For Our Lives Category: Use of AI / Other
IDENTITY BUILDER
Agency: Area 23, an IPG Health Company / New York + StudioRx, an IPG Health Company / New York + Black Madre / Sao Paulo + Shanghai Wanlong Cultural Communication Company / Guangzhong
Client: Zhejiang University Category: Online & Mobile
Motorola Deep Connect
Agency: Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client: Motorola Category: Online & Mobile
CAMDOM
Agency: INNOCEAN / Berlin + BILLY BOY + Jung & Billig + PAY4BRAIN
Client: BILLY BOY Category: Online & Mobile
Mayo Haters
Agency: GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client: NotCo Kraft Heinz Category: Events / Hybrid
The Menu Game
Agency: PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client: KFC & Netflix Category: Events / Hybrid
TouchBoards Discount
Agency: Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client: Itaú Category: Events / Hybrid
For Every Slice of Sun
Agency: DAVID / Miami + Corona Brasil / Sao Paulo + Corona Global / New York + Corona Studios / New York
Client: Corona Category: Craft / Photography
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Brand Partnerships
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Brand Partnerships
Shark Week
Agency: TBWA\Sydney / Sydney + Fabric / Sydney + Eleven PR / Sydney + FINCH / Sydney
Client: Modibodi Category: Influencer Marketing / Multi-Channel
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Brand Partnerships
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Brand Partnerships
Hot Wheels x Daniel Arsham: The Legends Archive
Agency: Mattel / Mattel Creations + Mattel Creations x Daniel Arsham
Client: Mattel Creations Category: Experiential / Immersive / Events
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
Youth Honours Board
Agency: Joe Public + Darling Films / Johannesburg + Sterling Sound / Johannesburg + Post Modern / Johannesburg
Client: Nedbank Category: Low Budget
No Click, No Prompt
Agency: Dentsu Creative Brasil / Sao Paulo + Canon Brasil / Sao Paulo + Blend Audio / Sao Paulo + Take 2 / Sao Paulo
Client: Canon Brasil Category: Low Budget
The full picture
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: yeswecan!cer Category: Low Budget
The Robbery
Agency: La Despensa / Madrid + Rebolucion / Madrid
Client: Amnistía Internacional Category: Low Budget
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Full Length Video / Single
Group Therapy
Agency: VML / Paris + GroupM Motion Entertainment / Los Angeles + Wavemaker / Paris + Hartbeat / West Hollywood
Client: Axa Category: Full Length Video / Single
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
See Them for Real
Agency: BUZZMAN / PARIS
Client: Musée de l'Armée Category: Billboards & Transit / Series
Maratón CDMX 2024
Agency: Wieden+Kennedy México / Mexico City + Nike / Mexico City
Client: Nike Category: Billboards & Transit / Series
Winning Isn't Comfortable
Agency: Wieden+Kennedy / Portland + Nike / Beaverton + Primo
Client: Nike Running Category: Billboards & Transit / Series
A British Original
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Guilty Pets
Agency: INGO / Hamburg + IKEA Al-Futtaim / Dubai + The Producer / Madrid + HOOKED Music / Hamburg
Client: IKEA Category: Billboards & Transit / Series
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Billboards & Transit / Series
Buchanan’s ZIP Codes
Agency: GALE / New York + Diageo/Buchanan's + PHD / New York + HUNTER / New York
Client: Buchanan’s Whisky Category: Billboards & Transit / Series
Made to Share
Agency: VCCP / London + Girl&Bear + Mondelēz International / Uxbridge + Bulletproof / London
Client: Cadbury / Mondelēz Category: Billboards & Transit / Series
Award:
2025 Health & Wellness 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:
Film & Video
Annual ID:
OS25_HW047M
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:
Film & Video
Annual ID:
OS25_HW048M
Award:
2025 Health & Wellness Merit Award
Agency:
Diamond + Terry Fox Foundation
Client:
Terry Fox Foundation
Title:
Finish It
Category:
Film & Video
Annual ID:
OS25_HW049M
Award:
2025 Health & Wellness Merit Award
Agency:
adam&eveDDB / London + CALM + ITV
Client:
CALM x ITV
Title:
Missed Birthdays
Category:
Film & Video
Annual ID:
OS25_HW050M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy / Mumbai
Client:
St. Jude India ChildCare Centres
Title:
The Impossible Choice
Category:
Film & Video
Annual ID:
OS25_HW052M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Obsession
Category:
Visual Effects / Single
Annual ID:
OS25_MI097M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Heckler / Singapore + Studio Birthplace / Bali
Client:
Novo Amor/Believe
Title:
Earth Defender
Category:
Visual Effects / Single
Annual ID:
OS25_MI098M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
THE CLIMB
Category:
Visual Effects / Single
Annual ID:
OS25_MI099M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Visual Effects / Single
Annual ID:
OS25_MI100M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
a52 / Los Angeles
Client:
Nike
Title:
WINNING ISN’T FOR EVERYONE | AM I A BAD PERSON?
Category:
Visual Effects / Single
Annual ID:
OS25_MI101M
Award:
2025 IP & Product Design Merit Award
Agency:
Uncommon Creative Studio / London
Client:
Ecover
Title:
The Rewear Chair
Category:
Promotional / Physical Product
Annual ID:
OS25_IP011M
Award:
2025 IP & Product Design Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Promotional / Physical Product
Annual ID:
OS25_IP012M
Award:
2025 Branded Entertainment Merit Award
Agency:
BigTime Creative Shop / Riyadh
Client:
General Entertainment Authority
Title:
Obsession
Category:
Short Form Video / Single
Annual ID:
OS25_BE033M
Award:
2025 Branded Entertainment Merit Award
Agency:
MullenLowe UK / London + Bayer / Basel + BIG Studios / Sao Paulo
Client:
Bayer / Dorival
Title:
Princesses on Periods
Category:
Short Form Video / Single
Annual ID:
OS25_BE034M
Award:
2025 Branded Entertainment Merit Award
Agency:
Special US / Los Angeles + Uber One / San Francisco + O Positive / Los Angeles
Client:
Uber One
Title:
Brian Cox Goes to College
Category:
Short Form Video / Single
Annual ID:
OS25_BE035M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton + Joint Editorial / Portland + Walker Music Company
Client:
Nike Running
Title:
Winning Isn't Comfortable
Category:
Use of Licensed Music
Annual ID:
OS25_MS031M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Apple Marcom
Client:
Apple
Title:
Don't Let Me Go
Category:
Use of Licensed Music
Annual ID:
OS25_MS032M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Duotone Audio Group / New York + Tall Poppy / New York + Forward Midwifery / Washington DC
Client:
Forward Midwifery
Title:
Reproductive Refrain
Category:
Use of Licensed Music
Annual ID:
OS25_MS033M
Award:
2025 Creative Use of Technology Merit Award
Agency:
MullenLowe U.S.
Client:
Change The Ref & March For Our Lives
Title:
The Shotline
Category:
Use of AI / Other
Annual ID:
OS25_CT023M
Award:
2025 Health & Wellness Merit Award
Agency:
Area 23, an IPG Health Company / New York + StudioRx, an IPG Health Company / New York + Black Madre / Sao Paulo + Shanghai Wanlong Cultural Communication Company / Guangzhong
Client:
Zhejiang University
Title:
IDENTITY BUILDER
Category:
Online & Mobile
Annual ID:
OS25_HW053M
Award:
2025 Health & Wellness Merit Award
Agency:
Dentsu Creative / Gurugram + Dentsu Creative Iberia / Lisbon + Morphedo Technologies / Noida + Useful Garbage Creations / Mumbai
Client:
Motorola
Title:
Motorola Deep Connect
Category:
Online & Mobile
Annual ID:
OS25_HW054M
Award:
2025 Health & Wellness Merit Award
Agency:
INNOCEAN / Berlin + BILLY BOY + Jung & Billig + PAY4BRAIN
Client:
BILLY BOY
Title:
CAMDOM
Category:
Online & Mobile
Annual ID:
OS25_HW055M
Award:
2025 Experiential & Immersive Merit Award
Agency:
GUT / Miami + Division 7 / Los Angeles + Cosmo Street / Santa Monica + Animal Music / Miami
Client:
NotCo Kraft Heinz
Title:
Mayo Haters
Category:
Events / Hybrid
Annual ID:
OS25_EX038M
Award:
2025 Experiential & Immersive Merit Award
Agency:
PS21 / Madrid + Arena Media / Madrid + Andtonic / Madrid + Cabal / Madrid
Client:
KFC & Netflix
Title:
The Menu Game
Category:
Events / Hybrid
Annual ID:
OS25_EX039M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Africa Creative / Sao Paulo + Itaú Unibanco / Sao Paulo
Client:
Itaú
Title:
TouchBoards Discount
Category:
Events / Hybrid
Annual ID:
OS25_EX040M
Award:
2025 Print & Promotional 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:
Craft / Photography
Annual ID:
OS25_PT043M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy / New York
Client:
Verizon
Title:
Can't B Broken
Category:
Brand Partnerships
Annual ID:
OS25_DM103M
Award:
2025 Direct Marketing Merit Award
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Brand Partnerships
Annual ID:
OS25_DM104M
Award:
2025 Direct Marketing Merit Award
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Brand Partnerships
Annual ID:
OS25_DM105M
Award:
2025 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Brand Partnerships
Annual ID:
OS25_DM106M
Award:
2025 Social Media Merit Award
Agency:
TBWA\Sydney / Sydney + Fabric / Sydney + Eleven PR / Sydney + FINCH / Sydney
Client:
Modibodi
Title:
Shark Week
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS25_SM067M
Award:
2025 Out of Home Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Brand Partnerships
Annual ID:
OS25_OH088M
Award:
2025 Out of Home Merit Award
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Brand Partnerships
Annual ID:
OS25_OH089M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Mattel / Mattel Creations + Mattel Creations x Daniel Arsham
Client:
Mattel Creations
Title:
Hot Wheels x Daniel Arsham: The Legends Archive
Category:
Experiential / Immersive / Events
Annual ID:
OS25_BS032M
Award:
2025 Out of Home Merit Award
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_OH078M
Award:
2025 Film & Video Merit Award
Agency:
Joe Public + Darling Films / Johannesburg + Sterling Sound / Johannesburg + Post Modern / Johannesburg
Client:
Nedbank
Title:
Youth Honours Board
Category:
Low Budget
Annual ID:
OS25_FI094M
Award:
2025 Film & Video Merit Award
Agency:
Dentsu Creative Brasil / Sao Paulo + Canon Brasil / Sao Paulo + Blend Audio / Sao Paulo + Take 2 / Sao Paulo
Client:
Canon Brasil
Title:
No Click, No Prompt
Category:
Low Budget
Annual ID:
OS25_FI095M
Award:
2025 Film & Video Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
yeswecan!cer
Title:
The full picture
Category:
Low Budget
Annual ID:
OS25_FI096M
Award:
2025 Film & Video Merit Award
Agency:
La Despensa / Madrid + Rebolucion / Madrid
Client:
Amnistía Internacional
Title:
The Robbery
Category:
Low Budget
Annual ID:
OS25_FI097M
Award:
2025 Branded Entertainment Merit Award
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Full Length Video / Single
Annual ID:
OS25_BE046M
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:
Full Length Video / Single
Annual ID:
OS25_BE047M
Award:
2025 Gaming Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_GA015M
Award:
2025 Out of Home Merit Award
Agency:
BUZZMAN / PARIS
Client:
Musée de l'Armée
Title:
See Them for Real
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH055M
Award:
2025 Out of Home Merit Award
Agency:
Wieden+Kennedy México / Mexico City + Nike / Mexico City
Client:
Nike
Title:
Maratón CDMX 2024
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH056M
Award:
2025 Out of Home Merit Award
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton + Primo
Client:
Nike Running
Title:
Winning Isn't Comfortable
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH057M
Award:
2025 Out of Home Merit Award
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
A British Original
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH058M
Award:
2025 Out of Home Merit Award
Agency:
INGO / Hamburg + IKEA Al-Futtaim / Dubai + The Producer / Madrid + HOOKED Music / Hamburg
Client:
IKEA
Title:
Guilty Pets
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH059M
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:
Billboards & Transit / Series
Annual ID:
OS25_OH060M
Award:
2025 Out of Home Merit Award
Agency:
GALE / New York + Diageo/Buchanan's + PHD / New York + HUNTER / New York
Client:
Buchanan’s Whisky
Title:
Buchanan’s ZIP Codes
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH061M
Award:
2025 Out of Home Merit Award
Agency:
VCCP / London + Girl&Bear + Mondelēz International / Uxbridge + Bulletproof / London
Client:
Cadbury / Mondelēz
Title:
Made to Share
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH062M
