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.
Filter
Award
Agency
Client
Title
Category
Annual ID
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Best of Social Media
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best Use of TikTok
The Password Heist
Agency: BETC/BETC Fullsix
Client: Leroy Merlin Category: Social Post / Real-time Response
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Community Engagement
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Social Media Stunts & Activations
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Craft / Use of Humor
Navy SubReddit Hunt
Agency: VML / Dallas
Client: U.S. Navy Category: Social Post / Single Platform Series
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Community Building
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Social Media Stunts & Activations
Abracadabra: From Fan to Featured
Agency: McCann XBC / New York
Client: Mastercard Category: Influencer Marketing / Use of Celebrity
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Partnerships
A Critter Carol
Agency: TBWA\Media Arts Lab / Los Angeles + Smuggler + Untold Stories + Racket Club
Client: Apple Category: Craft / Use of Humor
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
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
Award:
2026 Social Media Best of Discipline Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Best of Social Media
Annual ID:
OS26_SM000G
Award:
2026 Social Media Best Use of TikTok Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best Use of TikTok
Annual ID:
OS26_SMT001T
Award:
2026 Social Media Gold Pencil
Agency:
BETC/BETC Fullsix
Client:
Leroy Merlin
Title:
The Password Heist
Category:
Social Post / Real-time Response
Annual ID:
OS26_SM001G
Award:
2026 Social Media Gold Pencil
Agency:
Havas Play
Client:
Sapeurs Pompiers de France
Title:
Firecatchers
Category:
Livestream
Annual ID:
OS26_SM002G
Award:
2026 Social Media Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Community Engagement
Annual ID:
OS26_SM003G
Award:
2026 Social Media Gold Pencil
Agency:
LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM004G
Award:
2026 Social Media Gold Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Craft / Use of Humor
Annual ID:
OS26_SM005G
Award:
2026 Social Media Silver Pencil
Agency:
VML South Africa
Client:
Vaseline
Title:
Mntana Ka Gogo
Category:
Social Post / Single
Annual ID:
OS26_SM006S
Award:
2026 Social Media Silver Pencil
Agency:
VML / Dallas
Client:
U.S. Navy
Title:
Navy SubReddit Hunt
Category:
Social Post / Single Platform Series
Annual ID:
OS26_SM007S
Award:
2026 Social Media Silver Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Community Building
Annual ID:
OS26_SM008S
Award:
2026 Social Media Silver Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM009S
Award:
2026 Social Media Silver Pencil
Agency:
McCann XBC / New York
Client:
Mastercard
Title:
Abracadabra: From Fan to Featured
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS26_SM010S
Award:
2026 Social Media 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
Annual ID:
OS26_SM011S
Award:
2026 Social Media Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Smuggler + Untold Stories + Racket Club
Client:
Apple
Title:
A Critter Carol
Category:
Craft / Use of Humor
Annual ID:
OS26_SM012S
Award:
2026 Social Media Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_SM013S
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
Award:
2026 Social Media Bronze Pencil
Agency:
Havas Play
Client:
Sapeurs Pompiers de France
Title:
Firecatchers
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS26_SM031B
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
