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.
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Agency
Client
Title
Category
Annual ID
The Dr Pepper Jingle
Agency: Deutsch / Los Angeles + Caya / Los Angeles + MSL Group / New York + Omnicom Production / Los Angeles
Client: Dr Pepper Category: Creator-Led Content / Single
Iconic Home
Agency: BBH USA / New York
Client: Dunkin' at home Category: Out of Home / Single or Series
Ghost Town
Agency: CarrefourSA / Istanbul + TBWA\Istanbul
Client: CarrefourSA Category: Out of Home / Brand Installations & Environments
Teaching Archives
Agency: Mulan Wang / Xi 'an + Xi'an Academy of Fine Arts / Xi 'an + Tianjin People's Fine Arts Publishing House / Tianjin
Client: Xi'an Academy of Fine Arts Category: Editorial / Books
To See In White
Agency: hanqingtang
Client: Jiangsu Phoenix Fine Arts Publishing Category: Editorial / Books
Drawn to D&AD
Agency: Jones Knowles Ritchie / London + Studio DRAMA / London
Client: D&AD Category: Typography / Dynamic / In Motion
Tsingtao Beer - White Beer Series
Agency: Shenzhen Tigerpan Design Co., Ltd. / Shenzhen
Client: Tsingtao Beer Co., Ltd. Category: Packaging / Mass-market
The Art of Survival
Agency: 22Feet Tribal Worldwide / Mumbai + McCann India / Mumbai + Diageo / Mumbai + Butterfly Cannon / London
Client: Diageo Godawan Single Malt Category: Packaging / Specialty / Limited Edition
FUELED BY IMAGINATION
Agency: DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo + SEIBIDO Co.,Ltd. / Tokyo
Client: Japan Aerospace Exploration Agency Category: Posters / Series
MOVING LANDSCAPES
Agency: SERVICEPLAN SPAIN / Madrid
Client: BMW Spain Category: Craft / Photography
18 Months
Agency: Klick Health / Toronto + Jamute + Zombie Animation
Client: Second Nurture Category: Craft / Animation
Cashmere UltraLuxe Bathroom Guide
Agency: Lifelong Crush + Kruger Products Inc.
Client: Kruger Products Inc. / Cashmere UltraLuxe Category: Creative Effectiveness
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Creative Effectiveness
Fridge Label
Agency: LG2 / Quebec + Circonflex + Nova Film
Client: MAG mayonnaise Category: Products
“Love”
Agency: SpecialGuest / Brooklyn + OK Go / Los Angeles + Ray-Ban Meta / Menlo Park
Client: OK Go & Ray-Ban Meta Category: Film & Video
Earworm
Agency: Don't Panic / London + Shelter / London + Partizan / London + Framestore / London
Client: Shelter Category: Film & Video
Sydney's Bathwater Bliss
Agency: Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client: Dr. Squatch Category: Social Media & Creator Content
If You Can Take It, It's Yours
Agency: Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client: Selleys - Dulux Group Category: Print & Out of Home
1837 Tiffany Blue Conservation
Agency: L&C / New York City
Client: Tiffany & Co. Category: Campaigns for Good
Batman vs. Bateman
Agency: Highdive + Cutters Studios + State Farm + Hungry Man
Client: State Farm® Category: Craft / Use of Humor
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
I'll Marry When I Want
Agency: DUDE / Milano + ActionAid / Milano + Darling Films SA / Johannesburg + DUDE / Milano
Client: ActionAid Category: Craft / Cinematography
Developed Through Time
Agency: Zulu Alpha Kilo / Toronto + Henry of Pelham
Client: Henry of Pelham Category: Craft / Photography
The Official Thingertips of Cheetos
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Integrated / Omnichannel Campaign
Let's End Fast Tech
Agency: Marcel / Paris + Back Market / Paris
Client: Back Market Category: Integrated / Omnichannel Campaigns for Good
Pedigree Caramelo
Agency: AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client: Mars Category: Integrated / Omnichannel Campaigns for Good
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Partnerships / Multi-Brand
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Brand Partnerships / Celebrity / Brand Collaboration
The Philipstown WireCar Grand Prix
Agency: Accenture Song South Africa + Accenture Song + Accenture Song Content CGI Studio Hamburg / Hamburg
Client: The Philipstown WireCar Foundation Category: Craft / Use of Technology
It's Dettol Time
Agency: Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client: Dettol Category: Long Form Video / Single
FruitHead
Agency: General Mills / Minneapolis + Imagine Entertainment / Los Angeles + Lord Danger / Los Angeles + Modern Logic / Los Angeles
Client: General Mills Gushers Category: Long Form Video / Single
I'm Not Remarkable
Agency: Apple Marcom + Somesuch + Trim Editing + Wave Studios
Client: Apple Category: Music Videos / Brand
Kyikatejê
Agency: Area 23 / New York
Client: Gavião Kyikatejê Futebol Clube Category: B2B Communications
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Branded Entertainment for Good
For Papa!
Agency: McCann / New York + BBDO / Chicago + Local Produce
Client: Instacart Category: Craft / Use of Humor
See It Differently
Agency: Uncommon Creative Studio / London + Tenthree / London + Blinkink / London
Client: BRITBOX Category: Craft / Art Direction
Sosegá
Agency: LLYC / Madrid
Client: Cervezas Alhambra Category: Innovation / New Ideas in Branded Entertainment
ANCESTRA
Agency: Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client: Google Category: AI Craft / Storytelling
Solving Everyday Design Dramas
Agency: Canva + OMD UK + Stink Studios
Client: Canva Category: Out of Home
Award:
2026 Creator Content Silver Pencil
Agency:
Deutsch / Los Angeles + Caya / Los Angeles + MSL Group / New York + Omnicom Production / Los Angeles
Client:
Dr Pepper
Title:
The Dr Pepper Jingle
Category:
Creator-Led Content / Single
Annual ID:
OS26_CC003S
Award:
2026 Design in Advertising Silver Pencil
Agency:
BBH USA / New York
Client:
Dunkin' at home
Title:
Iconic Home
Category:
Out of Home / Single or Series
Annual ID:
OS26_DA006S
Award:
2026 Design in Advertising Silver Pencil
Agency:
CarrefourSA / Istanbul + TBWA\Istanbul
Client:
CarrefourSA
Title:
Ghost Town
Category:
Out of Home / Brand Installations & Environments
Annual ID:
OS26_DA007S
Award:
2026 Design in Advertising Silver Pencil
Agency:
Grey / London
Client:
Stella Artois
Title:
Claustrobars
Category:
Craft / Photography
Annual ID:
OS26_DA008S
Award:
2026 Design in Advertising Silver Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Craft / Typography
Annual ID:
OS26_DA009S
Award:
2026 Design & Branding Silver Pencil
Agency:
Mulan Wang / Xi 'an + Xi'an Academy of Fine Arts / Xi 'an + Tianjin People's Fine Arts Publishing House / Tianjin
Client:
Xi'an Academy of Fine Arts
Title:
Teaching Archives
Category:
Editorial / Books
Annual ID:
OS26_DE008S
Award:
2026 Design & Branding Silver Pencil
Agency:
hanqingtang
Client:
Jiangsu Phoenix Fine Arts Publishing
Title:
To See In White
Category:
Editorial / Books
Annual ID:
OS26_DE009S
Award:
2026 Design & Branding Silver Pencil
Agency:
Jones Knowles Ritchie / London + Studio DRAMA / London
Client:
D&AD
Title:
Drawn to D&AD
Category:
Typography / Dynamic / In Motion
Annual ID:
OS26_DE010S
Award:
2026 Design & Branding Silver Pencil
Agency:
Shenzhen Tigerpan Design Co., Ltd. / Shenzhen
Client:
Tsingtao Beer Co., Ltd.
Title:
Tsingtao Beer - White Beer Series
Category:
Packaging / Mass-market
Annual ID:
OS26_DE011S
Award:
2026 Design & Branding Silver Pencil
Agency:
22Feet Tribal Worldwide / Mumbai + McCann India / Mumbai + Diageo / Mumbai + Butterfly Cannon / London
Client:
Diageo Godawan Single Malt
Title:
The Art of Survival
Category:
Packaging / Specialty / Limited Edition
Annual ID:
OS26_DE012S
Award:
2026 Design & Branding Silver Pencil
Agency:
DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo + SEIBIDO Co.,Ltd. / Tokyo
Client:
Japan Aerospace Exploration Agency
Title:
FUELED BY IMAGINATION
Category:
Posters / Series
Annual ID:
OS26_DE013S
Award:
2026 Design & Branding Silver Pencil
Agency:
SERVICEPLAN SPAIN / Madrid
Client:
BMW Spain
Title:
MOVING LANDSCAPES
Category:
Craft / Photography
Annual ID:
OS26_DE014S
Award:
2026 Design & Branding Silver Pencil
Agency:
Klick Health / Toronto + Jamute + Zombie Animation
Client:
Second Nurture
Title:
18 Months
Category:
Craft / Animation
Annual ID:
OS26_DE015S
Award:
2026 The Indies Silver Pencil
Agency:
Lifelong Crush + Kruger Products Inc.
Client:
Kruger Products Inc. / Cashmere UltraLuxe
Title:
Cashmere UltraLuxe Bathroom Guide
Category:
Creative Effectiveness
Annual ID:
OS26_ID015S
Award:
2026 The Indies Silver Pencil
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Creative Effectiveness
Annual ID:
OS26_ID016S
Award:
2026 The Indies Silver Pencil
Agency:
LG2 / Quebec + Circonflex + Nova Film
Client:
MAG mayonnaise
Title:
Fridge Label
Category:
Products
Annual ID:
OS26_ID017S
Award:
2026 The Indies Silver Pencil
Agency:
SpecialGuest / Brooklyn + OK Go / Los Angeles + Ray-Ban Meta / Menlo Park
Client:
OK Go & Ray-Ban Meta
Title:
“Love”
Category:
Film & Video
Annual ID:
OS26_ID018S
Award:
2026 The Indies Silver Pencil
Agency:
Don't Panic / London + Shelter / London + Partizan / London + Framestore / London
Client:
Shelter
Title:
Earworm
Category:
Film & Video
Annual ID:
OS26_ID019S
Award:
2026 The Indies Silver Pencil
Agency:
Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client:
Dr. Squatch
Title:
Sydney's Bathwater Bliss
Category:
Social Media & Creator Content
Annual ID:
OS26_ID020S
Award:
2026 The Indies Silver Pencil
Agency:
Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client:
Selleys - Dulux Group
Title:
If You Can Take It, It's Yours
Category:
Print & Out of Home
Annual ID:
OS26_ID021S
Award:
2026 The Indies Silver Pencil
Agency:
No Fixed Address
Client:
Maple Leaf Foods
Title:
Look for the Leaf
Category:
Public Relations
Annual ID:
OS26_ID022S
Award:
2026 The Indies Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Radio, Audio & Podcasts
Annual ID:
OS26_ID023S
Award:
2026 The Indies Silver Pencil
Agency:
L&C / New York City
Client:
Tiffany & Co.
Title:
1837 Tiffany Blue Conservation
Category:
Campaigns for Good
Annual ID:
OS26_ID024S
Award:
2026 The Indies Silver Pencil
Agency:
Highdive + Cutters Studios + State Farm + Hungry Man
Client:
State Farm®
Title:
Batman vs. Bateman
Category:
Craft / Use of Humor
Annual ID:
OS26_ID025S
Award:
2026 The Indies Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Craft / Use of Humor
Annual ID:
OS26_ID026S
Award:
2026 The Indies Silver Pencil
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_ID027S
Award:
2026 The Indies Silver Pencil
Agency:
DUDE / Milano + ActionAid / Milano + Darling Films SA / Johannesburg + DUDE / Milano
Client:
ActionAid
Title:
I'll Marry When I Want
Category:
Craft / Cinematography
Annual ID:
OS26_ID028S
Award:
2026 The Indies Silver Pencil
Agency:
Zulu Alpha Kilo / Toronto + Henry of Pelham
Client:
Henry of Pelham
Title:
Developed Through Time
Category:
Craft / Photography
Annual ID:
OS26_ID029S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
The Official Thingertips of Cheetos
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG005S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Marcel / Paris + Back Market / Paris
Client:
Back Market
Title:
Let's End Fast Tech
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG006S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client:
Mars
Title:
Pedigree Caramelo
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG007S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Brand Partnerships / Multi-Brand
Annual ID:
OS26_IG008S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Brand Partnerships / Celebrity / Brand Collaboration
Annual ID:
OS26_IG009S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_IG010S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Accenture Song South Africa + Accenture Song + Accenture Song Content CGI Studio Hamburg / Hamburg
Client:
The Philipstown WireCar Foundation
Title:
The Philipstown WireCar Grand Prix
Category:
Craft / Use of Technology
Annual ID:
OS26_IG011S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client:
Dettol
Title:
It's Dettol Time
Category:
Long Form Video / Single
Annual ID:
OS26_BE008S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
General Mills / Minneapolis + Imagine Entertainment / Los Angeles + Lord Danger / Los Angeles + Modern Logic / Los Angeles
Client:
General Mills Gushers
Title:
FruitHead
Category:
Long Form Video / Single
Annual ID:
OS26_BE009S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Apple Marcom + Somesuch + Trim Editing + Wave Studios
Client:
Apple
Title:
I'm Not Remarkable
Category:
Music Videos / Brand
Annual ID:
OS26_BE010S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
CANADA
Client:
Rosalia
Title:
Berghain
Category:
Music Videos / Artist
Annual ID:
OS26_BE011S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Area 23 / New York
Client:
Gavião Kyikatejê Futebol Clube
Title:
Kyikatejê
Category:
B2B Communications
Annual ID:
OS26_BE012S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Branded Entertainment for Good
Annual ID:
OS26_BE013S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
McCann / New York + BBDO / Chicago + Local Produce
Client:
Instacart
Title:
For Papa!
Category:
Craft / Use of Humor
Annual ID:
OS26_BE014S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Scholz & Friends / Berlin
Client:
GOT BAG
Title:
GOATS GOT BAG
Category:
Craft / Use of Humor
Annual ID:
OS26_BE015S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Uncommon Creative Studio / London + Tenthree / London + Blinkink / London
Client:
BRITBOX
Title:
See It Differently
Category:
Craft / Art Direction
Annual ID:
OS26_BE016S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
LLYC / Madrid
Client:
Cervezas Alhambra
Title:
Sosegá
Category:
Innovation / New Ideas in Branded Entertainment
Annual ID:
OS26_BE017S
Award:
2026 Creative Use of AI Silver Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Creative Use of Data
Annual ID:
OS26_AI003S
Award:
2026 Creative Use of AI Silver Pencil
Agency:
GForce Grey / Almaty
Client:
Citix
Title:
Saltanat Light
Category:
Creative Use of Data
Annual ID:
OS26_AI004S
Award:
2026 Creative Use of AI Silver Pencil
Agency:
Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client:
Google
Title:
ANCESTRA
Category:
AI Craft / Storytelling
Annual ID:
OS26_AI005S
Award:
2026 Brand-Side / In-House Silver Pencil
Agency:
Evolved By Nature
Client:
Evolved By Nature
Title:
Leather Landscapes
Category:
Print
Annual ID:
OS26_BS006S
Award:
2026 Brand-Side / In-House Silver Pencil
Agency:
Canva + OMD UK + Stink Studios
Client:
Canva
Title:
Solving Everyday Design Dramas
Category:
Out of Home
Annual ID:
OS26_BS007S
