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
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best of Direct Marketing
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Social Media / Creator-Driven Engagement
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Social Media / Influencer Marketing
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Non-traditional & Guerrilla Marketing
Three Words
Agency: Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client: AXA Category: Commerce
Potty-tunities
Agency: Grey / New York + Georgia Pacific / Atlanta, GA + OMD / New York + Burson / New York
Client: Angel Soft Category: Innovation / Use of Media in Direct Marketing
Bad Luck Reverser
Agency: NAME / Bogota + VML / New York
Client: Refisal / Brinsa Category: Product Packaging
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Experiential / Brand Installations
The Kimberly Price
Agency: Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client: Plaza Vea Category: Commerce
Pub Succession
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: B2B Communications
Heinz Dipper
Agency: Rethink / Toronto + Kraft Heinz
Client: Kraft Heinz Category: B2B Communications
FICTIONAL INSURANCE
Agency: DDB Colombia (TBWA\Colombia) / Bogotá
Client: RCN/ SEGUROS DEL ESTADO Category: Brand Partnerships
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Innovation / New Ideas in Direct Marketing
Glowing Relief
Agency: de la Cruz - Ogilvy / San Juan + Ogilvy Health / New York
Client: Alivia Health Category: Product Packaging
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: Out of Home / Billboards & Transit
Deliver the Rainbow
Agency: TBWA\Chiat\Day / Chicago
Client: Skittles Category: Experiential / In-Person Events
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Experiential / In-Person Events
Buzzcodes
Agency: VML Canada
Client: Volkswagen Category: Social Media / Social Post - Single or Series
The Big Redemption
Agency: BarkleyOKRP / Kansas City
Client: Frontier Category: Non-traditional & Guerrilla Marketing
FICTIONAL INSURANCE
Agency: DDB Colombia (TBWA\Colombia) / Bogotá
Client: RCN/ SEGUROS DEL ESTADO 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
Bedtime Donations
Agency: INNOCEAN / Berlin + Royal Society for Blind Children / London + Buzzwoo / Berlin + DaHouse Audio / Los Angeles
Client: Royal Society for Blind Children Category: Direct Marketing for Good
Life Donor Card
Agency: MRM Germany + McCann / London + Mastercard / Frankfurt
Client: Mastercard Category: Direct Marketing for Good
Too True Crime
Agency: Rethink / Toronto + Canadian Femicide Observatory of Justice & Accountability / Guelph
Client: Canadian Femicide Observatory of Justice & Accountability Category: Direct Marketing for Good
Let's End Fast Tech
Agency: Marcel / Paris + Back Market / Paris
Client: Back Market Category: Direct Marketing for Good
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: Craft / Art Direction
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: Craft / Use of Technology
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
Award:
2026 Direct Marketing Best of Discipline Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best of Direct Marketing
Annual ID:
OS26_DM000G
Award:
2026 Direct Marketing Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Social Media / Creator-Driven Engagement
Annual ID:
OS26_DM001G
Award:
2026 Direct Marketing Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Social Media / Influencer Marketing
Annual ID:
OS26_DM002G
Award:
2026 Direct Marketing Gold Pencil
Agency:
LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM003G
Award:
2026 Direct Marketing Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_DM004G
Award:
2026 Direct Marketing Gold Pencil
Agency:
Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client:
AXA
Title:
Three Words
Category:
Commerce
Annual ID:
OS26_DM005G
Award:
2026 Direct Marketing Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Brand Partnerships
Annual ID:
OS26_DM006G
Award:
2026 Direct Marketing Gold Pencil
Agency:
Grey / New York + Georgia Pacific / Atlanta, GA + OMD / New York + Burson / New York
Client:
Angel Soft
Title:
Potty-tunities
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS26_DM007G
Award:
2026 Direct Marketing Silver Pencil
Agency:
NAME / Bogota + VML / New York
Client:
Refisal / Brinsa
Title:
Bad Luck Reverser
Category:
Product Packaging
Annual ID:
OS26_DM008S
Award:
2026 Direct Marketing Silver Pencil
Agency:
LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM009S
Award:
2026 Direct Marketing Silver Pencil
Agency:
VML / Montevideo + WPP Media / Montevideo
Client:
TaTa
Title:
The Rewards Bag
Category:
Commerce
Annual ID:
OS26_DM010S
Award:
2026 Direct Marketing Silver Pencil
Agency:
Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client:
Plaza Vea
Title:
The Kimberly Price
Category:
Commerce
Annual ID:
OS26_DM011S
Award:
2026 Direct Marketing Silver Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Succession
Category:
B2B Communications
Annual ID:
OS26_DM012S
Award:
2026 Direct Marketing Silver Pencil
Agency:
Rethink / Toronto + Kraft Heinz
Client:
Kraft Heinz
Title:
Heinz Dipper
Category:
B2B Communications
Annual ID:
OS26_DM013S
Award:
2026 Direct Marketing Silver Pencil
Agency:
DDB Colombia (TBWA\Colombia) / Bogotá
Client:
RCN/ SEGUROS DEL ESTADO
Title:
FICTIONAL INSURANCE
Category:
Brand Partnerships
Annual ID:
OS26_DM014S
Award:
2026 Direct Marketing Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS26_DM015S
Award:
2026 Direct Marketing Bronze Pencil
Agency:
de la Cruz - Ogilvy / San Juan + Ogilvy Health / New York
Client:
Alivia Health
Title:
Glowing Relief
Category:
Product Packaging
Annual ID:
OS26_DM016B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Out of Home / Billboards & Transit
Annual ID:
OS26_DM017B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
TBWA\Chiat\Day / Chicago
Client:
Skittles
Title:
Deliver the Rainbow
Category:
Experiential / In-Person Events
Annual ID:
OS26_DM018B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Experiential / In-Person Events
Annual ID:
OS26_DM019B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
VML Canada
Client:
Volkswagen
Title:
Buzzcodes
Category:
Social Media / Social Post - Single or Series
Annual ID:
OS26_DM020B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
BarkleyOKRP / Kansas City
Client:
Frontier
Title:
The Big Redemption
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS26_DM021B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
DDB Colombia (TBWA\Colombia) / Bogotá
Client:
RCN/ SEGUROS DEL ESTADO
Title:
FICTIONAL INSURANCE
Category:
Commerce
Annual ID:
OS26_DM022B
Award:
2026 Direct Marketing Bronze Pencil
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_DM023B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
TBWA\Chiat\Day / Chicago
Client:
Skittles
Title:
Deliver the Rainbow
Category:
Commerce
Annual ID:
OS26_DM024B
Award:
2026 Direct Marketing Bronze Pencil
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:
Direct Marketing for Good
Annual ID:
OS26_DM025B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
MRM Germany + McCann / London + Mastercard / Frankfurt
Client:
Mastercard
Title:
Life Donor Card
Category:
Direct Marketing for Good
Annual ID:
OS26_DM026B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
Rethink / Toronto + Canadian Femicide Observatory of Justice & Accountability / Guelph
Client:
Canadian Femicide Observatory of Justice & Accountability
Title:
Too True Crime
Category:
Direct Marketing for Good
Annual ID:
OS26_DM027B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
Marcel / Paris + Back Market / Paris
Client:
Back Market
Title:
Let's End Fast Tech
Category:
Direct Marketing for Good
Annual ID:
OS26_DM028B
Award:
2026 Direct Marketing Bronze Pencil
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Art Direction
Annual ID:
OS26_DM029B
Award:
2026 Direct Marketing Bronze Pencil
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:
Craft / Use of Technology
Annual ID:
OS26_DM030B
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
