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
Other Hand
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Best of Integrated / Omnichannel
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Best of Radio & Audio-First
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Best of Health & Wellness
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Best of Social Media
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Public Relations
Move forward.
Agency: DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Best of Design
Meet Marina Prieto
Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client: JCDecaux Category: Best of Out of Home
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Best of IP & Product Design
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Best of Experiential & Immersive
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Best of Music & Sound Craft
Spreadbeats
Agency: FCB / New York
Client: Spotify Category: Best of Moving Image Craft & Production
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Best of Brand-Side / In-House
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Best of Creative Use of Technology
The Heaviest Jersey
Agency: LePub / São Paulo
Client: New Balance Category: Best of Interactive, Online & Mobile
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Best of Cultural Driver
PRICE PACKS
Agency: SERVICEPLAN GERMANY / Munich
Client: PENNY Category: Best of Print & Promotional
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Best of Film & Video
Award:
2025 Integrated / Omnichannel Best of Discipline Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Best of Integrated / Omnichannel
Annual ID:
OS25_IG000G
Award:
2025 Radio & Audio-First Best of Discipline Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Best of Radio & Audio-First
Annual ID:
OS25_RA000G
Award:
2025 Health & Wellness Best of Discipline Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Best of Health & Wellness
Annual ID:
OS25_HW000G
Award:
2025 Gaming Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Gaming
Annual ID:
OS25_GA000G
Award:
2025 Pharma Best of Discipline Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Best of Pharma
Annual ID:
OS25_PH000G
Award:
2025 Social Media Best of Discipline Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Best of Social Media
Annual ID:
OS25_SM000G
Award:
2025 Creative Effectiveness Best of Discipline Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Best of Creative Effectiveness
Annual ID:
OS25_CE000G
Award:
2025 Public Relations Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Public Relations
Annual ID:
OS25_PR000G
Award:
2025 Design Best of Discipline Pencil
Agency:
DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Move forward.
Category:
Best of Design
Annual ID:
OS25_DE000G
Award:
2025 Out of Home Best of Discipline Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
Best of Out of Home
Annual ID:
OS25_OH000G
Award:
2025 Branded Entertainment Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Branded Entertainment
Annual ID:
OS25_BE000G
Award:
2025 IP & Product Design Best of Discipline Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Best of IP & Product Design
Annual ID:
OS25_IP000G
Award:
2025 Experiential & Immersive Best of Discipline Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Best of Experiential & Immersive
Annual ID:
OS25_EX000G
Award:
2025 Music & Sound Craft Best of Discipline Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Best of Music & Sound Craft
Annual ID:
OS25_MS000G
Award:
2025 Moving Image Craft & Production Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Moving Image Craft & Production
Annual ID:
OS25_MI000G
Award:
2025 Creative Use of Data Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Creative Use of Data
Annual ID:
OS25_CU000G
Award:
2025 Brand-Side / In-House Best of Discipline Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Best of Brand-Side / In-House
Annual ID:
OS25_BS000G
Award:
2025 Direct Marketing Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Direct Marketing
Annual ID:
OS25_DM000G
Award:
2025 Creative Use of Technology Best of Discipline Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Best of Creative Use of Technology
Annual ID:
OS25_CT000G
Award:
2025 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS25_IN000G
Award:
2025 Cultural Driver Best of Discipline Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Best of Cultural Driver
Annual ID:
OS25_CD000G
Award:
2025 Print & Promotional Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Best of Print & Promotional
Annual ID:
OS25_PT000G