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
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Best of Integrated / Omnichannel
The Final Copy of Ilon Specht
Agency: McCann / Paris + Beauty-Co Lab / New York + Breakwater Studios / Los Angeles + Traverse32 / New York
Client: L'Oréal Paris Category: Integrated / Omnichannel Campaigns for Good
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: Integrated / Omnichannel Campaigns for Good
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Craft / Use of Humor
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Craft / Art Direction
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
Engineered For Whatever
Agency: adam&eve\TBWA / London + Final Cut / London + Framestore / London + Smuggler
Client: Columbia Sportswear Category: Integrated / Omnichannel Campaign
Shades of Red
Agency: DAVID / Madrid
Client: The Coca-Cola Company Category: Integrated / Omnichannel Campaign
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Integrated / Omnichannel Campaign
[Censored Truth]
Agency: BBH USA / New York
Client: PATRÓN Tequila Category: Integrated / Omnichannel Campaign
You can't have fries without Heinz
Agency: Rethink / Toronto + Kraft Heinz
Client: Kraft Heinz Category: Integrated / Omnichannel Campaign
A.i. Irresponsibly
Agency: BLKJ Havas Pte Ltd / Singapore
Client: Brewlander Category: Integrated / Omnichannel Campaign
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Integrated / Omnichannel Campaign
You can't have fries without Heinz
Agency: Rethink / Toronto + Kraft Heinz
Client: Kraft Heinz Category: Customer Experience / CX
The Official Thingertips of Cheetos
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Brand Partnerships / Multi-Brand
We're Here
Agency: TBWA\Chiat\Day LA / Los Angeles + Instacart / San Francisco + Small Girls PR / New York + Tinuiti / New York
Client: Instacart Category: Brand Partnerships / Multi-Brand
Telethon for Hawkins
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Brand Partnerships / Celebrity / Brand Collaboration
Any Tequila
Agency: DAVID / New York
Client: Cointreau Category: Brand Partnerships / Celebrity / Brand Collaboration
The Last Hater
Agency: Deutsch / Los Angeles + Spark / Washington DC + Edelman / Los Angeles + Omnicom Production / Los Angeles
Client: Taco Bell Category: Brand Partnerships / Celebrity / Brand Collaboration
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 Best of Discipline Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Best of Integrated / Omnichannel
Annual ID:
OS26_IG000G
Award:
2026 Integrated / Omnichannel Gold Pencil
Agency:
McCann / Paris + Beauty-Co Lab / New York + Breakwater Studios / Los Angeles + Traverse32 / New York
Client:
L'Oréal Paris
Title:
The Final Copy of Ilon Specht
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG001G
Award:
2026 Integrated / Omnichannel Gold 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:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG002G
Award:
2026 Integrated / Omnichannel Gold Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Craft / Use of Humor
Annual ID:
OS26_IG003G
Award:
2026 Integrated / Omnichannel Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Craft / Art Direction
Annual ID:
OS26_IG004G
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 Integrated / Omnichannel Bronze Pencil
Agency:
adam&eve\TBWA / London + Final Cut / London + Framestore / London + Smuggler
Client:
Columbia Sportswear
Title:
Engineered For Whatever
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG012B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
DAVID / Madrid
Client:
The Coca-Cola Company
Title:
Shades of Red
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG013B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG014B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
BBH USA / New York
Client:
PATRÓN Tequila
Title:
[Censored Truth]
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG015B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Rethink / Toronto + Kraft Heinz
Client:
Kraft Heinz
Title:
You can't have fries without Heinz
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG016B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
BLKJ Havas Pte Ltd / Singapore
Client:
Brewlander
Title:
A.i. Irresponsibly
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG017B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG018B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Rethink / Toronto + Kraft Heinz
Client:
Kraft Heinz
Title:
You can't have fries without Heinz
Category:
Customer Experience / CX
Annual ID:
OS26_IG019B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
The Official Thingertips of Cheetos
Category:
Brand Partnerships / Multi-Brand
Annual ID:
OS26_IG020B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
TBWA\Chiat\Day LA / Los Angeles + Instacart / San Francisco + Small Girls PR / New York + Tinuiti / New York
Client:
Instacart
Title:
We're Here
Category:
Brand Partnerships / Multi-Brand
Annual ID:
OS26_IG021B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Telethon for Hawkins
Category:
Brand Partnerships / Celebrity / Brand Collaboration
Annual ID:
OS26_IG022B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
DAVID / New York
Client:
Cointreau
Title:
Any Tequila
Category:
Brand Partnerships / Celebrity / Brand Collaboration
Annual ID:
OS26_IG023B
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Deutsch / Los Angeles + Spark / Washington DC + Edelman / Los Angeles + Omnicom Production / Los Angeles
Client:
Taco Bell
Title:
The Last Hater
Category:
Brand Partnerships / Celebrity / Brand Collaboration
Annual ID:
OS26_IG024B
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