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
Death Wishes
Agency: adam&eve\TBWA / London + Academy Film
Client: Columbia Sportswear Category: Integrated / Omnichannel Campaign
Telethon for Hawkins
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Integrated / Omnichannel Campaign
Just Enough Bank
Agency: Bear Meets Eagle On Fire / Sydney + Bankwest / Perth + 3&7 / Wellington + Rumble Studios / Sydney
Client: Bankwest Category: Integrated / Omnichannel Campaign
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Integrated / Omnichannel Campaign
The Guild
Agency: 72andSunny / Los Angeles
Client: Activision | Call of Duty Category: Integrated / Omnichannel Campaign
Sleep Talk Reviews
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Brand Transformation / Repositioning
[Censored Truth]
Agency: BBH USA / New York
Client: PATRÓN Tequila Category: Brand Transformation / Repositioning
Build Your Own Super Bowl Commercial
Agency: Special US / Los Angeles + Uber Eats / San Francisco + Biscuit Filmworks / Los Angeles + Exile Edit / Los Angeles
Client: Uber Eats Category: Customer Experience / CX
Hero Gum
Agency: Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client: Gift of Life Category: Integrated / Omnichannel Campaigns for Good
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Integrated / Omnichannel Campaigns for Good
The Hot Dog Connection
Agency: Lola USA + Smithfield Foods + Nathan’s Famous + Red Comma Media / Madison, WI
Client: Nathan's Famous Category: Brand Partnerships / Multi-Brand
Apple Music x Kendrick Lamar | SB Halftime Show
Agency: Apple Marcom
Client: Apple Category: Brand Partnerships / Celebrity / Brand Collaboration
#TryJanuary
Agency: TBWA\ Hunt Lascaris / Johannesburg + Darling Films / Sandton + Injozi / Johannesburg + Post Modern
Client: Heineken Beverages South Africa Category: Craft / Use of Humor
For Papa!
Agency: McCann / New York + BBDO / Chicago + Local Produce
Client: Instacart Category: Craft / Use of Humor
Progresso Soup Drops
Agency: Edelman / Chicago + The Social Lights / Minneapolis, MN + Maureen Momoko Fritz / Chicago
Client: Progresso Category: Craft / Use of Humor
New Zealand's One Big Ad
Agency: Saatchi & Saatchi New Zealand / Auckland + Scoundrel / Sydney + Digitas New Zealand / Auckland + Spark Foundry New Zealand / Auckland
Client: Toyota New Zealand Category: Craft / Use of Humor
No Labels
Agency: DENTSU INC. / Tokyo
Client: ASAHI BREWERIES, LTD. / THE NIKKA WHISKY DISTILLING CO. LTD / NIKKA WHISKY Category: Craft / Art Direction
Foot-Thing (Pezinho)
Agency: Nubank Creative Hub Brasil / São Paulo + Netflix Brand Partnerships / São Paulo / Ciudad de Mexico + Nubank Creative Hub Mexico / Ciudad de Mexico
Client: Nubank Category: Craft / Storytelling
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
adam&eve\TBWA / London + Academy Film
Client:
Columbia Sportswear
Title:
Death Wishes
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG025M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Telethon for Hawkins
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG026M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Bear Meets Eagle On Fire / Sydney + Bankwest / Perth + 3&7 / Wellington + Rumble Studios / Sydney
Client:
Bankwest
Title:
Just Enough Bank
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG027M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG028M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
72andSunny / Los Angeles
Client:
Activision | Call of Duty
Title:
The Guild
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG029M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Brand Transformation / Repositioning
Annual ID:
OS26_IG030M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
BBH USA / New York
Client:
PATRÓN Tequila
Title:
[Censored Truth]
Category:
Brand Transformation / Repositioning
Annual ID:
OS26_IG031M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + Biscuit Filmworks / Los Angeles + Exile Edit / Los Angeles
Client:
Uber Eats
Title:
Build Your Own Super Bowl Commercial
Category:
Customer Experience / CX
Annual ID:
OS26_IG032M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client:
Gift of Life
Title:
Hero Gum
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG033M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG034M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Lola USA + Smithfield Foods + Nathan’s Famous + Red Comma Media / Madison, WI
Client:
Nathan's Famous
Title:
The Hot Dog Connection
Category:
Brand Partnerships / Multi-Brand
Annual ID:
OS26_IG035M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Apple Marcom
Client:
Apple
Title:
Apple Music x Kendrick Lamar | SB Halftime Show
Category:
Brand Partnerships / Celebrity / Brand Collaboration
Annual ID:
OS26_IG036M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
TBWA\ Hunt Lascaris / Johannesburg + Darling Films / Sandton + Injozi / Johannesburg + Post Modern
Client:
Heineken Beverages South Africa
Title:
#TryJanuary
Category:
Craft / Use of Humor
Annual ID:
OS26_IG037M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
McCann / New York + BBDO / Chicago + Local Produce
Client:
Instacart
Title:
For Papa!
Category:
Craft / Use of Humor
Annual ID:
OS26_IG038M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Edelman / Chicago + The Social Lights / Minneapolis, MN + Maureen Momoko Fritz / Chicago
Client:
Progresso
Title:
Progresso Soup Drops
Category:
Craft / Use of Humor
Annual ID:
OS26_IG039M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Saatchi & Saatchi New Zealand / Auckland + Scoundrel / Sydney + Digitas New Zealand / Auckland + Spark Foundry New Zealand / Auckland
Client:
Toyota New Zealand
Title:
New Zealand's One Big Ad
Category:
Craft / Use of Humor
Annual ID:
OS26_IG040M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
BBH USA / New York
Client:
Dunkin' at home
Title:
Iconic Home
Category:
Craft / Art Direction
Annual ID:
OS26_IG041M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
ASAHI BREWERIES, LTD. / THE NIKKA WHISKY DISTILLING CO. LTD / NIKKA WHISKY
Title:
No Labels
Category:
Craft / Art Direction
Annual ID:
OS26_IG042M