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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Award
Agency
Client
Title
Category
Annual ID
Firecatchers
Agency: Havas Play
Client: Sapeurs Pompiers de France Category: Social Channel / Single Platform
LA Loves A Sequel
Agency: Wieden+Kennedy / Portland + Nike / Portland + Church Edit / Los Angeles + JOINT Editorial / Portland
Client: Nike Category: Social Post / Real-time Response
All In For Macario
Agency: LePub Mexico + Tecate by Heineken México + New Brand By Story
Client: Tecate by Heineken Mexico Category: Social Post / Real-time Response
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Livestream
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Community Engagement
The Password Heist
Agency: BETC/BETC Fullsix
Client: Leroy Merlin Category: Social Media Stunts & Activations
Minivan Mom Stigma
Agency: Saatchi & Saatchi / El Segundo + Toyota Motor North America / Plano
Client: Toyota Category: Influencer Marketing / Use of Celebrity
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Inventive Feature Use or Modification
Game guardian
Agency: VML Argentina / Buenos Aires + LADOBLE / Buenos Aires
Client: Movistar Category: Social Media for Good
Pedigree Caramelo
Agency: AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client: Mars Category: Social Media for Good
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Social Media for Good
The Kidney Pass
Agency: NORD + Way Out West + House
Client: Way Out West Category: Social Media for Good
Mentos Re-Freshmaker
Agency: Highdive + Butter Music + Sound / New York City + Cut+Run + Tool of NA / Los Angeles
Client: Perfetti Van Melle - Mentos Category: Craft / Use of Humor
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Innovation / Use of Media in Social Media
Firecatchers
Agency: Havas Play
Client: Sapeurs Pompiers de France Category: Innovation / Use of Media in Social Media
Award:
2026 Social Media Bronze Pencil
Agency:
Havas Play
Client:
Sapeurs Pompiers de France
Title:
Firecatchers
Category:
Social Channel / Single Platform
Annual ID:
OS26_SM014B
Award:
2026 Social Media Bronze Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Portland + Church Edit / Los Angeles + JOINT Editorial / Portland
Client:
Nike
Title:
LA Loves A Sequel
Category:
Social Post / Real-time Response
Annual ID:
OS26_SM015B
Award:
2026 Social Media Bronze Pencil
Agency:
LePub Mexico + Tecate by Heineken México + New Brand By Story
Client:
Tecate by Heineken Mexico
Title:
All In For Macario
Category:
Social Post / Real-time Response
Annual ID:
OS26_SM016B
Award:
2026 Social Media Bronze Pencil
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Livestream
Annual ID:
OS26_SM017B
Award:
2026 Social Media Bronze Pencil
Agency:
VML / Dallas
Client:
U.S. Navy
Title:
Navy SubReddit Hunt
Category:
Community Engagement
Annual ID:
OS26_SM018B
Award:
2026 Social Media Bronze Pencil
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Community Engagement
Annual ID:
OS26_SM019B
Award:
2026 Social Media Bronze Pencil
Agency:
VML Canada
Client:
Volkswagen
Title:
Buzzcodes
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM020B
Award:
2026 Social Media Bronze Pencil
Agency:
BETC/BETC Fullsix
Client:
Leroy Merlin
Title:
The Password Heist
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM021B
Award:
2026 Social Media Bronze Pencil
Agency:
Saatchi & Saatchi / El Segundo + Toyota Motor North America / Plano
Client:
Toyota
Title:
Minivan Mom Stigma
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS26_SM022B
Award:
2026 Social Media Bronze Pencil
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Inventive Feature Use or Modification
Annual ID:
OS26_SM023B
Award:
2026 Social Media Bronze Pencil
Agency:
VML Argentina / Buenos Aires + LADOBLE / Buenos Aires
Client:
Movistar
Title:
Game guardian
Category:
Social Media for Good
Annual ID:
OS26_SM024B
Award:
2026 Social Media Bronze Pencil
Agency:
AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client:
Mars
Title:
Pedigree Caramelo
Category:
Social Media for Good
Annual ID:
OS26_SM025B
Award:
2026 Social Media Bronze Pencil
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Social Media for Good
Annual ID:
OS26_SM026B
Award:
2026 Social Media Bronze Pencil
Agency:
NORD + Way Out West + House
Client:
Way Out West
Title:
The Kidney Pass
Category:
Social Media for Good
Annual ID:
OS26_SM027B
Award:
2026 Social Media Bronze Pencil
Agency:
HBO Max + Razorfish
Client:
HBO Max
Title:
The Re-Rebrand
Category:
Craft / Use of Humor
Annual ID:
OS26_SM028B
Award:
2026 Social Media Bronze Pencil
Agency:
Highdive + Butter Music + Sound / New York City + Cut+Run + Tool of NA / Los Angeles
Client:
Perfetti Van Melle - Mentos
Title:
Mentos Re-Freshmaker
Category:
Craft / Use of Humor
Annual ID:
OS26_SM029B
Award:
2026 Social Media Bronze Pencil
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS26_SM030B