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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Agency
Client
Title
Category
Annual ID
Cheetos Pants
Agency: IMPACT BBDO / Dubai + BBDO / New York + Omnicom Studios / New York
Client: Cheetos Category: Physical Items
Antenaguila
Agency: DAVID / Buenos Aires + DAVID / Bogotá
Client: AGUILA Category: Out of Home / Billboards & Transit
A.i. Irresponsibly
Agency: BLKJ Havas Pte Ltd / Singapore
Client: Brewlander Category: Out of Home / Billboards & Transit
The Hot Dog Connection
Agency: Lola USA + Smithfield Foods + Nathan’s Famous + Red Comma Media / Madison, WI
Client: Nathan's Famous Category: Out of Home / Billboards & Transit
Windows of Opportunity
Agency: Ogilvy / Chicago
Client: Windex Category: Experiential / Brand Installations
Shades of Red
Agency: DAVID / Madrid
Client: The Coca-Cola Company Category: Experiential / Brand Installations
Karangahape Returns
Agency: Motion Sickness / Auckland + Karangahape Business Association
Client: Karaghape Business Association Category: Experiential / Brand Installations
AEROMEXICANOS
Agency: Ogilvy / Mexico City
Client: Aeromexico Category: Experiential / Virtual & Hybrid Events
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Experiential / Virtual & Hybrid Events
Winter Delivery Fleet
Agency: Courage Inc. / Toronto + Skip / Toronto
Client: SKIP Category: Experiential / Customer Experience / CX
Bedtime Donations
Agency: INNOCEAN / Berlin + Royal Society for Blind Children / London + Buzzwoo / Berlin + DaHouse Audio / Los Angeles
Client: Royal Society for Blind Children Category: Digital & Online / Websites & Mobile
Name This OREO
Agency: VML / New York
Client: Mondelez / OREO Category: Digital & Online / Websites & Mobile
Gamers on Duty
Agency: Leo India / Mumbai + Lenovo India Pvt Ltd / Bengaluru
Client: Lenovo Category: Digital & Online / Gaming
Pope Yes
Agency: GUT / Miami + Popeyes Louisiana Kitchen
Client: Popeyes Louisiana Kitchen Category: Social Media / Social Post - Single or Series
Abracadabra: From Fan to Featured
Agency: McCann XBC / New York
Client: Mastercard Category: Social Media / Social Post - Single or Series
From a Crocodile to the GOAT
Agency: BETC / Paris + Prose on Pixels (POP) + GUM / Paris
Client: Lacoste Category: Social Media / Social Post - Single or Series
Name This OREO
Agency: VML / New York
Client: Mondelez / OREO Category: Social Media / Creator-Driven Engagement
Winter Delivery Fleet
Agency: Courage Inc. / Toronto + Skip / Toronto
Client: SKIP Category: Non-traditional & Guerrilla Marketing
Deliver the Rainbow
Agency: TBWA\Chiat\Day / Chicago
Client: Skittles Category: Non-traditional & Guerrilla Marketing
The Kidney Pass
Agency: NORD + Way Out West + House
Client: Way Out West Category: Non-traditional & Guerrilla Marketing
Antenaguila
Agency: DAVID / Buenos Aires + DAVID / Bogotá
Client: AGUILA Category: Non-traditional & Guerrilla Marketing
One More Question
Agency: Grey Argentina / Buenos Aires + Ninch / Buenos Aires
Client: Lalcec Category: Non-traditional & Guerrilla Marketing
Stranger King
Agency: AlmapBBDO / Sao Paulo + Cabaret / Sao Paulo
Client: Burger King Category: Non-traditional & Guerrilla Marketing
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Non-traditional & Guerrilla Marketing
[Censored Truth]
Agency: BBH USA / New York
Client: PATRÓN Tequila Category: Non-traditional & Guerrilla Marketing
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Integrated / Omnichannel Campaign
Let It Fly
Agency: Saatchi & Saatchi UAE / Dubai + Publicis KSA / Jeddah + Believe TV / Santiago + Twist Productions / Dubai
Client: SAUDIA AIRLINES Category: Commerce
The Sound of Divorce
Agency: Ogilvy Argentina / Buenos Aires
Client: Calm es Simple Category: Commerce
Starring Bars
Agency: LePub / Milan + LePub / Singapore
Client: Heineken Category: B2B Communications
Baitboards
Agency: GUT / Buenos Aires + ECLOUD / Buenos Aires + IMAXEN / Buenos Aires
Client: Mercado Libre/Mercado Ads Category: B2B Communications
Hero Gum
Agency: Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client: Gift of Life Category: Direct Marketing for Good
Pedigree Caramelo
Agency: AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Raw Audio / Sao Paulo + Surreal Hotel Arts / Sao Paulo
Client: Mars Category: Direct Marketing for Good
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa Category: Direct Marketing for Good
Stranger Things in Search
Agency: Google Creative Team / Mountain View + Netflix / Los Angeles
Client: Google + Netflix Category: Brand Partnerships
Telethon for Hawkins
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Brand Partnerships
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Brand Partnerships
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: Craft / Use of Technology
Obstructed Brews
Agency: Droga5, part of Accenture Song / New York + Molson Coors Beverage Company / Chicago + Alison Brod Marketing + Communications / New York + Sounds Fun / Atlanta
Client: Coors Light Category: Craft / Data-Driven Personalization
Obstructed Brews
Agency: Droga5, part of Accenture Song / New York + Molson Coors Beverage Company / Chicago + Alison Brod Marketing + Communications / New York + Sounds Fun / Atlanta
Client: Coors Light Category: Innovation / New Ideas in Direct Marketing
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: Innovation / New Ideas in Direct Marketing
Unwanted Sites
Agency: Promise / Johannesburg
Client: AfriSam Category: Innovation / Use of Media in Direct Marketing
Firecatchers
Agency: Havas Play
Client: Sapeurs Pompiers de France Category: Innovation / Use of Media in Direct Marketing
Award:
2026 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Kraft Heinz
Client:
Kraft Heinz
Title:
Heinz Dipper
Category:
Physical Items
Annual ID:
OS26_DM031M
Award:
2026 Direct Marketing Merit Award
Agency:
IMPACT BBDO / Dubai + BBDO / New York + Omnicom Studios / New York
Client:
Cheetos
Title:
Cheetos Pants
Category:
Physical Items
Annual ID:
OS26_DM032M
Award:
2026 Direct Marketing Merit Award
Agency:
BBH USA / New York
Client:
PATRÓN Tequila
Title:
[Censored Truth]
Category:
Product Packaging
Annual ID:
OS26_DM033M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Buenos Aires + DAVID / Bogotá
Client:
AGUILA
Title:
Antenaguila
Category:
Out of Home / Billboards & Transit
Annual ID:
OS26_DM034M
Award:
2026 Direct Marketing Merit Award
Agency:
BLKJ Havas Pte Ltd / Singapore
Client:
Brewlander
Title:
A.i. Irresponsibly
Category:
Out of Home / Billboards & Transit
Annual ID:
OS26_DM035M
Award:
2026 Direct Marketing 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:
Out of Home / Billboards & Transit
Annual ID:
OS26_DM036M
Award:
2026 Direct Marketing Merit Award
Agency:
VML UK / London
Client:
Diageo
Title:
Glassphemy
Category:
Out of Home / Billboards & Transit
Annual ID:
OS26_DM037M
Award:
2026 Direct Marketing Merit Award
Agency:
Ogilvy / Chicago
Client:
Windex
Title:
Windows of Opportunity
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM038M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Madrid
Client:
The Coca-Cola Company
Title:
Shades of Red
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM039M
Award:
2026 Direct Marketing Merit Award
Agency:
Motion Sickness / Auckland + Karangahape Business Association
Client:
Karaghape Business Association
Title:
Karangahape Returns
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM040M
Award:
2026 Direct Marketing Merit Award
Agency:
LePub / Milan
Client:
Heineken
Title:
Bar Excuses
Category:
Experiential / In-Person Events
Annual ID:
OS26_DM041M
Award:
2026 Direct Marketing Merit Award
Agency:
Ogilvy / Mexico City
Client:
Aeromexico
Title:
AEROMEXICANOS
Category:
Experiential / Virtual & Hybrid Events
Annual ID:
OS26_DM042M
Award:
2026 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Experiential / Virtual & Hybrid Events
Annual ID:
OS26_DM043M
Award:
2026 Direct Marketing Merit Award
Agency:
Courage Inc. / Toronto + Skip / Toronto
Client:
SKIP
Title:
Winter Delivery Fleet
Category:
Experiential / Customer Experience / CX
Annual ID:
OS26_DM044M
Award:
2026 Direct Marketing Merit Award
Agency:
INNOCEAN / Berlin + Royal Society for Blind Children / London + Buzzwoo / Berlin + DaHouse Audio / Los Angeles
Client:
Royal Society for Blind Children
Title:
Bedtime Donations
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS26_DM045M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
Name This OREO
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS26_DM046M
Award:
2026 Direct Marketing Merit Award
Agency:
Leo India / Mumbai + Lenovo India Pvt Ltd / Bengaluru
Client:
Lenovo
Title:
Gamers on Duty
Category:
Digital & Online / Gaming
Annual ID:
OS26_DM047M
Award:
2026 Direct Marketing Merit Award
Agency:
GUT / Miami + Popeyes Louisiana Kitchen
Client:
Popeyes Louisiana Kitchen
Title:
Pope Yes
Category:
Social Media / Social Post - Single or Series
Annual ID:
OS26_DM048M
Award:
2026 Direct Marketing Merit Award
Agency:
McCann XBC / New York
Client:
Mastercard
Title:
Abracadabra: From Fan to Featured
Category:
Social Media / Social Post - Single or Series
Annual ID:
OS26_DM049M
Award:
2026 Direct Marketing Merit Award
Agency:
BETC / Paris + Prose on Pixels (POP) + GUM / Paris
Client:
Lacoste
Title:
From a Crocodile to the GOAT
Category:
Social Media / Social Post - Single or Series
Annual ID:
OS26_DM050M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
Name This OREO
Category:
Social Media / Creator-Driven Engagement
Annual ID:
OS26_DM051M
Award:
2026 Direct Marketing Merit Award
Agency:
Courage Inc. / Toronto + Skip / Toronto
Client:
SKIP
Title:
Winter Delivery Fleet
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM052M
Award:
2026 Direct Marketing Merit Award
Agency:
TBWA\Chiat\Day / Chicago
Client:
Skittles
Title:
Deliver the Rainbow
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM053M
Award:
2026 Direct Marketing Merit Award
Agency:
NORD + Way Out West + House
Client:
Way Out West
Title:
The Kidney Pass
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM054M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Buenos Aires + DAVID / Bogotá
Client:
AGUILA
Title:
Antenaguila
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM055M
Award:
2026 Direct Marketing Merit Award
Agency:
Grey Argentina / Buenos Aires + Ninch / Buenos Aires
Client:
Lalcec
Title:
One More Question
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM056M
Award:
2026 Direct Marketing Merit Award
Agency:
AlmapBBDO / Sao Paulo + Cabaret / Sao Paulo
Client:
Burger King
Title:
Stranger King
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM057M
Award:
2026 Direct Marketing Merit Award
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM058M
Award:
2026 Direct Marketing Merit Award
Agency:
BBH USA / New York
Client:
PATRÓN Tequila
Title:
[Censored Truth]
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM059M
Award:
2026 Direct Marketing Merit Award
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_DM060M
Award:
2026 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi UAE / Dubai + Publicis KSA / Jeddah + Believe TV / Santiago + Twist Productions / Dubai
Client:
SAUDIA AIRLINES
Title:
Let It Fly
Category:
Commerce
Annual ID:
OS26_DM061M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Bogotá
Client:
AGUILA LIGHT
Title:
UNMELTING LOYALTY
Category:
Commerce
Annual ID:
OS26_DM062M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
Name This OREO
Category:
Commerce
Annual ID:
OS26_DM063M
Award:
2026 Direct Marketing Merit Award
Agency:
Ogilvy Argentina / Buenos Aires
Client:
Calm es Simple
Title:
The Sound of Divorce
Category:
Commerce
Annual ID:
OS26_DM064M
Award:
2026 Direct Marketing Merit Award
Agency:
LePub / Milan + LePub / Singapore
Client:
Heineken
Title:
Starring Bars
Category:
B2B Communications
Annual ID:
OS26_DM065M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Madrid
Client:
The Coca-Cola Company
Title:
Shades of Red
Category:
B2B Communications
Annual ID:
OS26_DM066M
Award:
2026 Direct Marketing Merit Award
Agency:
DAVID / Bogotá
Client:
AGUILA LIGHT
Title:
UNMELTING LOYALTY
Category:
B2B Communications
Annual ID:
OS26_DM067M
Award:
2026 Direct Marketing Merit Award
Agency:
GUT / Buenos Aires + ECLOUD / Buenos Aires + IMAXEN / Buenos Aires
Client:
Mercado Libre/Mercado Ads
Title:
Baitboards
Category:
B2B Communications
Annual ID:
OS26_DM068M
Award:
2026 Direct Marketing Merit Award
Agency:
Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client:
Gift of Life
Title:
Hero Gum
Category:
Direct Marketing for Good
Annual ID:
OS26_DM069M
Award:
2026 Direct Marketing Merit Award
Agency:
AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Raw Audio / Sao Paulo + Surreal Hotel Arts / Sao Paulo
Client:
Mars
Title:
Pedigree Caramelo
Category:
Direct Marketing for Good
Annual ID:
OS26_DM070M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / Montevideo + WPP Media / Montevideo
Client:
TaTa
Title:
The Rewards Bag
Category:
Direct Marketing for Good
Annual ID:
OS26_DM071M
Award:
2026 Direct Marketing 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_DM072M
Award:
2026 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Telethon for Hawkins
Category:
Brand Partnerships
Annual ID:
OS26_DM073M
Award:
2026 Direct Marketing Merit Award
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Brand Partnerships
Annual ID:
OS26_DM074M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Use of Technology
Annual ID:
OS26_DM075M
Award:
2026 Direct Marketing Merit Award
Agency:
Droga5, part of Accenture Song / New York + Molson Coors Beverage Company / Chicago + Alison Brod Marketing + Communications / New York + Sounds Fun / Atlanta
Client:
Coors Light
Title:
Obstructed Brews
Category:
Craft / Data-Driven Personalization
Annual ID:
OS26_DM076M
Award:
2026 Direct Marketing Merit Award
Agency:
Droga5, part of Accenture Song / New York + Molson Coors Beverage Company / Chicago + Alison Brod Marketing + Communications / New York + Sounds Fun / Atlanta
Client:
Coors Light
Title:
Obstructed Brews
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS26_DM077M
Award:
2026 Direct Marketing 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:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS26_DM078M
Award:
2026 Direct Marketing Merit Award
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS26_DM079M
Award:
2026 Direct Marketing Merit Award
Agency:
Havas Play
Client:
Sapeurs Pompiers de France
Title:
Firecatchers
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS26_DM080M
