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
ANCESTRA
Agency: Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client: Google Category: Use of AI / Visuals
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: Use of AI / Visuals
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA Category: Technology as a Creative Tool
The Shakespeare Bic
Agency: VML / São Paulo
Client: BIC Brasil Category: Technology as a Creative Tool
The Thrift That Got Away
Agency: BarkleyOKRP / Kansas City
Client: The Salvation Army Thrift Store Category: Creative Use of Data
Air Raid Alarm Clock
Agency: Officer & Gentleman / Madrid + Arriba! / Kharkiv + Fabs Robotics / Madrid + Razom for Ukraine / New York City
Client: Razom for Ukraine Category: Creative Use of Data
Wildfire Watchtowers
Agency: Publicis / Toronto + ThePub Productions / Toronto + Grayson Music / Toronto
Client: Rogers Communications Category: Technology for Good
The Philipstown WireCar Grand Prix
Agency: Accenture Song South Africa + Accenture Song UK + Accenture Song Content CGI Studio / Hamburg
Client: The Philipstown WireCar Foundation Category: Technology for Good
Waves of Will powered by NTT
Agency: NTT, Inc./ NTT Human Informatics Laboratories / Tokyo + DENTSU INC. / Tokyo + Dentsu Lab / Tokyo + Dentsu Creative / Amsterdam
Client: NTT Category: Technology for Good
Streaming Out Loud
Agency: TOPic & Loong / Beijing + Kuaishou / Beijing
Client: Kuaishou Category: Commerce
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: Commerce
Hero Gum
Agency: Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client: Gift of Life Category: Brand Partnerships
Stranger Things in Search
Agency: Google Creative Team / Mountain View + Netflix / Los Angeles
Client: Google + Netflix Category: Brand Partnerships
Ford x Google Maps
Agency: Wieden+Kennedy / New York + Google + WPP Media + Artemis Strategies
Client: Ford Category: Brand Partnerships
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: Innovation / New Ideas in Technology
Hero Gum
Agency: Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client: Gift of Life Category: Innovation / New Ideas in Technology
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Innovation / Execution in Technology
Award:
2026 Creative Use of Technology Merit Award
Agency:
Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client:
Google
Title:
ANCESTRA
Category:
Use of AI / Visuals
Annual ID:
OS26_CT012M
Award:
2026 Creative Use of Technology Merit Award
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Use of AI / Visuals
Annual ID:
OS26_CT013M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + Melt Studio / Dubai
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Technology as a Creative Tool
Annual ID:
OS26_CT014M
Award:
2026 Creative Use of Technology Merit Award
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Technology as a Creative Tool
Annual ID:
OS26_CT015M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Ogilvy Spain / Barcelona
Client:
Audi
Title:
Audi Reader
Category:
Digital Product
Annual ID:
OS26_CT016M
Award:
2026 Creative Use of Technology Merit Award
Agency:
BarkleyOKRP / Kansas City
Client:
The Salvation Army Thrift Store
Title:
The Thrift That Got Away
Category:
Creative Use of Data
Annual ID:
OS26_CT017M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Officer & Gentleman / Madrid + Arriba! / Kharkiv + Fabs Robotics / Madrid + Razom for Ukraine / New York City
Client:
Razom for Ukraine
Title:
Air Raid Alarm Clock
Category:
Creative Use of Data
Annual ID:
OS26_CT018M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Publicis / Toronto + ThePub Productions / Toronto + Grayson Music / Toronto
Client:
Rogers Communications
Title:
Wildfire Watchtowers
Category:
Technology for Good
Annual ID:
OS26_CT019M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Accenture Song South Africa + Accenture Song UK + Accenture Song Content CGI Studio / Hamburg
Client:
The Philipstown WireCar Foundation
Title:
The Philipstown WireCar Grand Prix
Category:
Technology for Good
Annual ID:
OS26_CT020M
Award:
2026 Creative Use of Technology Merit Award
Agency:
NTT, Inc./ NTT Human Informatics Laboratories / Tokyo + DENTSU INC. / Tokyo + Dentsu Lab / Tokyo + Dentsu Creative / Amsterdam
Client:
NTT
Title:
Waves of Will powered by NTT
Category:
Technology for Good
Annual ID:
OS26_CT021M
Award:
2026 Creative Use of Technology Merit Award
Agency:
TOPic & Loong / Beijing + Kuaishou / Beijing
Client:
Kuaishou
Title:
Streaming Out Loud
Category:
Commerce
Annual ID:
OS26_CT022M
Award:
2026 Creative Use of Technology 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:
Commerce
Annual ID:
OS26_CT023M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client:
Gift of Life
Title:
Hero Gum
Category:
Brand Partnerships
Annual ID:
OS26_CT024M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Google Creative Team / Mountain View + Netflix / Los Angeles
Client:
Google + Netflix
Title:
Stranger Things in Search
Category:
Brand Partnerships
Annual ID:
OS26_CT025M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Wieden+Kennedy / New York + Google + WPP Media + Artemis Strategies
Client:
Ford
Title:
Ford x Google Maps
Category:
Brand Partnerships
Annual ID:
OS26_CT026M
Award:
2026 Creative Use of Technology Merit Award
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
Innovation / New Ideas in Technology
Annual ID:
OS26_CT027M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client:
Gift of Life
Title:
Hero Gum
Category:
Innovation / New Ideas in Technology
Annual ID:
OS26_CT028M