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
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Social Channel / Multi-Platform
Pope Yes
Agency: GUT / Miami + Popeyes Louisiana Kitchen
Client: Popeyes Louisiana Kitchen Category: Social Post / Single
Abracadabra: From Fan to Featured
Agency: McCann XBC / New York
Client: Mastercard Category: Community Building
The Kidney Pass
Agency: NORD + Way Out West + House
Client: Way Out West Category: Community Engagement
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Social Media Stunts & Activations
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Social Media Stunts & Activations
The Big Redemption
Agency: BarkleyOKRP / Kansas City
Client: Frontier Category: Social Media Stunts & Activations
The Unofficial Official Sound of F1
Agency: Leo India / Mumbai + PepsiCo International / Dublin
Client: PepsiCo Category: Influencer Marketing
Any Tequila
Agency: DAVID / New York
Client: Cointreau Category: Influencer Marketing / Use of Celebrity
The Self Lawsuit
Agency: Sancho BBDO / Bogota + Netflix / Bogota + Dentsu Creative Colombia / Bogota + Flare / Bogota
Client: Netflix Category: Influencer Marketing / Use of Celebrity
Battlefield 6 Live Action Launch Campaign
Agency: Mother / Los Angeles + Electronic Arts
Client: Electronic Arts Category: Influencer Marketing / Use of Celebrity
Falling Coupons
Agency: Publicis / Toronto + dentsu X / Toronto
Client: Dairy Queen Category: Inventive Feature Use or Modification
Falling Coupons
Agency: Publicis / Toronto + dentsu X / Toronto
Client: Dairy Queen Category: Commerce
Seat with a View
Agency: VML / Riyadh + flynas / Riyadh + RATTEL L.L.C. / Beirut + Blue Elephant / Riyadh
Client: flynas Category: Commerce
Show Ghana Love
Agency: The Odd Number / Johannesburg
Client: Previdar Category: Social Media for Good
Abracadabra: From Fan to Featured
Agency: McCann XBC / New York
Client: Mastercard Category: Best Use of TikTok
Bestsmeller
Agency: Edelman / New York + Village Marketing / New York + The Sasha Group / New York + Gas Company
Client: Unilever / Hellmann's Category: Best Use of TikTok
Mentos Re-Freshmaker
Agency: Highdive + Butter Music + Sound / New York City + Cut+Run + Tool of NA / Los Angeles
Client: Perfetti Van Melle - Mentos Category: Best Use of TikTok
Audi TikTok Test Drive
Agency: Ogilvy South Africa + PHD Media / Johannesburg
Client: Audi South Africa Category: Best Use of TikTok
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Best Use of TikTok
Navy SubReddit Hunt
Agency: VML / Dallas
Client: U.S. Navy Category: Innovation / New Ideas in Social Media
TikTok Timestamp
Agency: NoA | Bob the Robot / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client: Haaga-Helia University of Applied Sciences Category: Innovation / Use of Media in Social Media
Unfinished Legacies
Agency: BarkleyOKRP / Kansas City + Primary Color Music + The Post Haus + Company 3
Client: City of Kansas City Category: Innovation / Use of Media in Social Media
Award:
2026 Social Media Merit Award
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Social Channel / Multi-Platform
Annual ID:
OS26_SM032M
Award:
2026 Social Media Merit Award
Agency:
GUT / Miami + Popeyes Louisiana Kitchen
Client:
Popeyes Louisiana Kitchen
Title:
Pope Yes
Category:
Social Post / Single
Annual ID:
OS26_SM033M
Award:
2026 Social Media Merit Award
Agency:
Mother / London
Client:
Meta
Title:
SuperSized Stream
Category:
Livestream
Annual ID:
OS26_SM034M
Award:
2026 Social Media Merit Award
Agency:
McCann XBC / New York
Client:
Mastercard
Title:
Abracadabra: From Fan to Featured
Category:
Community Building
Annual ID:
OS26_SM035M
Award:
2026 Social Media Merit Award
Agency:
Havas Play
Client:
Sapeurs Pompiers de France
Title:
Firecatchers
Category:
Community Engagement
Annual ID:
OS26_SM036M
Award:
2026 Social Media Merit Award
Agency:
NORD + Way Out West + House
Client:
Way Out West
Title:
The Kidney Pass
Category:
Community Engagement
Annual ID:
OS26_SM037M
Award:
2026 Social Media Merit Award
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
Name This OREO
Category:
Community Engagement
Annual ID:
OS26_SM038M
Award:
2026 Social Media Merit Award
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM039M
Award:
2026 Social Media Merit Award
Agency:
LePub / Milan
Client:
Toblerone
Title:
Tantrum Girl
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM040M
Award:
2026 Social Media Merit Award
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM041M
Award:
2026 Social Media Merit Award
Agency:
BarkleyOKRP / Kansas City
Client:
Frontier
Title:
The Big Redemption
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM042M
Award:
2026 Social Media Merit Award
Agency:
Leo India / Mumbai + PepsiCo International / Dublin
Client:
PepsiCo
Title:
The Unofficial Official Sound of F1
Category:
Influencer Marketing
Annual ID:
OS26_SM043M
Award:
2026 Social Media Merit Award
Agency:
DAVID / New York
Client:
Cointreau
Title:
Any Tequila
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS26_SM044M
Award:
2026 Social Media Merit Award
Agency:
Sancho BBDO / Bogota + Netflix / Bogota + Dentsu Creative Colombia / Bogota + Flare / Bogota
Client:
Netflix
Title:
The Self Lawsuit
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS26_SM045M
Award:
2026 Social Media Merit Award
Agency:
Mother / Los Angeles + Electronic Arts
Client:
Electronic Arts
Title:
Battlefield 6 Live Action Launch Campaign
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS26_SM046M
Award:
2026 Social Media Merit Award
Agency:
Publicis / Toronto + dentsu X / Toronto
Client:
Dairy Queen
Title:
Falling Coupons
Category:
Inventive Feature Use or Modification
Annual ID:
OS26_SM047M
Award:
2026 Social Media Merit Award
Agency:
Publicis / Toronto + dentsu X / Toronto
Client:
Dairy Queen
Title:
Falling Coupons
Category:
Commerce
Annual ID:
OS26_SM048M
Award:
2026 Social Media Merit Award
Agency:
VML / Riyadh + flynas / Riyadh + RATTEL L.L.C. / Beirut + Blue Elephant / Riyadh
Client:
flynas
Title:
Seat with a View
Category:
Commerce
Annual ID:
OS26_SM049M
Award:
2026 Social Media Merit Award
Agency:
Stendahls / Gothenburg
Client:
RFSL
Title:
The Human Writes Font
Category:
Social Media for Good
Annual ID:
OS26_SM050M
Award:
2026 Social Media Merit Award
Agency:
The Odd Number / Johannesburg
Client:
Previdar
Title:
Show Ghana Love
Category:
Social Media for Good
Annual ID:
OS26_SM051M
Award:
2026 Social Media Merit Award
Agency:
McCann XBC / New York
Client:
Mastercard
Title:
Abracadabra: From Fan to Featured
Category:
Best Use of TikTok
Annual ID:
OS26_SM052M
Award:
2026 Social Media Merit Award
Agency:
Edelman / New York + Village Marketing / New York + The Sasha Group / New York + Gas Company
Client:
Unilever / Hellmann's
Title:
Bestsmeller
Category:
Best Use of TikTok
Annual ID:
OS26_SM053M
Award:
2026 Social Media Merit Award
Agency:
Hatch / Palo Alto
Client:
Hatch
Title:
DemonTok Viral Moment
Category:
Best Use of TikTok
Annual ID:
OS26_SM054M
Award:
2026 Social Media Merit Award
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:
Best Use of TikTok
Annual ID:
OS26_SM055M
Award:
2026 Social Media Merit Award
Agency:
Ogilvy South Africa + PHD Media / Johannesburg
Client:
Audi South Africa
Title:
Audi TikTok Test Drive
Category:
Best Use of TikTok
Annual ID:
OS26_SM056M
Award:
2026 Social Media Merit Award
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Best Use of TikTok
Annual ID:
OS26_SM057M
Award:
2026 Social Media Merit Award
Agency:
BETC/BETC Fullsix
Client:
Leroy Merlin
Title:
The Password Heist
Category:
Craft / Use of Humor
Annual ID:
OS26_SM058M
Award:
2026 Social Media Merit Award
Agency:
VML Canada
Client:
Volkswagen
Title:
Buzzcodes
Category:
Craft / Use of Visuals
Annual ID:
OS26_SM059M
Award:
2026 Social Media Merit Award
Agency:
VML / Dallas
Client:
U.S. Navy
Title:
Navy SubReddit Hunt
Category:
Innovation / New Ideas in Social Media
Annual ID:
OS26_SM060M
Award:
2026 Social Media Merit Award
Agency:
NoA | Bob the Robot / Helsinki + Haaga-Helia University of Applied Sciences / Helsinki + ToinenPHD / Helsinki + Pictures Helsinki / Helsinki
Client:
Haaga-Helia University of Applied Sciences
Title:
TikTok Timestamp
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS26_SM061M