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
BATTLEFIELD 6: Destruction Receipts
Agency: Sid Lee + Electronic Arts & Battlefield Studios
Client: Electronic Arts & Battlefield Studios Category: Branded AI / Campaign
BATTLEFIELD 6: Destruction Receipts
Agency: Sid Lee + Electronic Arts & Battlefield Studios
Client: Electronic Arts & Battlefield Studios Category: Creative Use of Data
Hello Humpback
Agency: Target / St. John's + Newfoundland and Labrador Tourism / St. John's
Client: Newfoundland and Labrador Tourism Category: Creative Use of Data
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: AI Craft / Art & Visual Design
Last Broadcast
Agency: TBWA\SMP / Makati City + KBP, Kapisanan Ng Mga Brodkaster Ng Pilipinas / Makati City
Client: KBP, Kapisanan Ng Mga Brodkaster Ng Pilipinas Category: AI Craft / Sound
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: AI Craft / Storytelling
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: Innovation in AI
Award:
2026 Creative Use of AI Merit Award
Agency:
Sid Lee + Electronic Arts & Battlefield Studios
Client:
Electronic Arts & Battlefield Studios
Title:
BATTLEFIELD 6: Destruction Receipts
Category:
Branded AI / Campaign
Annual ID:
OS26_AI011M
Award:
2026 Creative Use of AI Merit Award
Agency:
Sid Lee + Electronic Arts & Battlefield Studios
Client:
Electronic Arts & Battlefield Studios
Title:
BATTLEFIELD 6: Destruction Receipts
Category:
Creative Use of Data
Annual ID:
OS26_AI012M
Award:
2026 Creative Use of AI Merit Award
Agency:
Target / St. John's + Newfoundland and Labrador Tourism / St. John's
Client:
Newfoundland and Labrador Tourism
Title:
Hello Humpback
Category:
Creative Use of Data
Annual ID:
OS26_AI013M
Award:
2026 Creative Use of AI Merit Award
Agency:
R/GA Argentina
Client:
AB InBev
Title:
TaDa Abandoned Nights
Category:
Creative Use of Data
Annual ID:
OS26_AI014M
Award:
2026 Creative Use of AI Merit Award
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
AI Craft / Art & Visual Design
Annual ID:
OS26_AI015M
Award:
2026 Creative Use of AI Merit Award
Agency:
TBWA\SMP / Makati City + KBP, Kapisanan Ng Mga Brodkaster Ng Pilipinas / Makati City
Client:
KBP, Kapisanan Ng Mga Brodkaster Ng Pilipinas
Title:
Last Broadcast
Category:
AI Craft / Sound
Annual ID:
OS26_AI016M
Award:
2026 Creative Use of AI Merit Award
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
AI Craft / Storytelling
Annual ID:
OS26_AI017M
Award:
2026 Creative Use of AI Merit Award
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
Innovation in AI
Annual ID:
OS26_AI018M
Award:
2026 Creative Use of AI Merit Award
Agency:
VML Spain + VML / New York
Client:
Aritium
Title:
PainVisible
Category:
Innovation in AI
Annual ID:
OS26_AI019M