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
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Best of Cultural Driver
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: Popular Culture Impact
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Creator / Brand Collaboration
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Multicultural Impact
Three Words
Agency: Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client: AXA Category: Cultural Driver for Good
I WOOL SURVIVE
Agency: SERVICEPLAN GERMANY / Munich
Client: Grindr Category: Cultural Driver for Good
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Popular Culture Impact
Pub Succession
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Multicultural Impact
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: Cultural Driver for Good
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Content at the Speed of Culture
Someday
Agency: TBWA\Media Arts Lab / Los Angeles + MJZ + Squeak E. Clean + Final Cut
Client: Apple Category: Popular Culture Impact
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Creator / Brand Collaboration
Welcome Card
Agency: Publicis / Toronto + ThePub Productions / Toronto
Client: Rogers Communications Category: Multicultural Impact
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Cultural Driver for Good
Too True Crime
Agency: Rethink / Toronto + Canadian Femicide Observatory of Justice & Accountability / Guelph
Client: Canadian Femicide Observatory of Justice & Accountability Category: Cultural Driver for Good
Pedigree Caramelo
Agency: AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client: Mars Category: Cultural Driver for Good
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Popular Culture Impact
The Kimberly Price
Agency: Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client: Plaza Vea Category: Popular Culture Impact
Abracadabra: From Fan to Featured
Agency: McCann XBC / New York
Client: Mastercard Category: Popular Culture Impact
ATV Rebrand
Agency: TBWA\Media Arts Lab / Los Angeles + Apple Marcom + OYOY + Optical Arts
Client: Apple Category: Popular Culture Impact
Better in Denim
Agency: Invisible Dynamics / Los Angeles
Client: Gap Category: Popular Culture Impact
Progresso Soup Drops
Agency: Edelman / Chicago + The Social Lights / Minneapolis, MN + Maureen Momoko Fritz / Chicago
Client: Progresso Category: Popular Culture Impact
REIIMAGINE
Agency: TBWA\Chiat\Day LA / Los Angeles + Levi Strauss & Co. / San Francisco
Client: Levi's Category: Popular Culture Impact
All In For Macario
Agency: LePub Mexico + Tecate by Heineken México + New Brand By Story
Client: Tecate by Heineken Mexico Category: Creator / Brand Collaboration
The Official Thingertips of Cheetos
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Creator / Brand Collaboration
The Dr Pepper Jingle
Agency: Deutsch / Los Angeles + Caya / Los Angeles + MSL Group / New York + Omnicom Production / Los Angeles
Client: Dr Pepper Category: Creator / Brand Collaboration
Shot on iPhone | Red Bull Island Hopper
Agency: TBWA\Media Arts Lab / Los Angeles + Red Bull Media House + Trafik
Client: Apple Category: Creator / Brand Collaboration
The Hot Dog Connection
Agency: Lola USA + Smithfield Foods + Nathan’s Famous + Red Comma Media / Madison, WI
Client: Nathan's Famous Category: Creator / Brand Collaboration
e.l.f. presenta: Melisa
Agency: 72andSunny / Amsterdam + PRETTYBIRD + Arcade Edit + Etc London
Client: e.l.f. Category: Multicultural Impact
The Bound Books Project
Agency: BBDO Nordics / Stockholm + Malmö stad / Malmö
Client: Malmö stad Category: Cultural Driver for Good
Hero Gum
Agency: Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client: Gift of Life Category: Cultural Driver for Good
The Untaught History Edition
Agency: IMPACT BBDO / Dubai + IMPACT BBDO / Beirut
Client: AnNahar Newspaper Category: Cultural Driver for Good
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Cultural Driver for Good
The Missing Issue
Agency: Havas / New York + the harris project + Us Weekly
Client: Us Weekly x the harris project Category: Cultural Driver for Good
The Māori Roll Call
Agency: Motion Sickness / Auckland + Whānau Ora + Liquid Studios + Loupe
Client: Whānau Ora Category: Cultural Driver 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: Cultural Driver for Good
Birds Never Forget To Fly
Agency: Playmakers / Tbilisi + Heima Production / Tbilisi + Enkeny Films / Tbilisi
Client: PSP Category: Cultural Driver for Good
Let's End Fast Tech
Agency: Marcel / Paris + Back Market / Paris
Client: Back Market Category: Cultural Driver for Good
Breastmilk Money
Agency: SERVICEPLAN GERMANY / Munich
Client: Herconomy Category: Cultural Driver for Good
Welcome Card
Agency: Publicis / Toronto + ThePub Productions / Toronto
Client: Rogers Communications Category: Cultural Driver for Good
Beyond Labels
Agency: HERALBONY Co., Ltd / Morioka + DENTSU INC. / Tokyo
Client: HERALBONY Category: Cultural Driver for Good
The Hot Dog Connection
Agency: Lola USA + Smithfield Foods + Nathan’s Famous + Red Comma Media / Madison, WI
Client: Nathan's Famous Category: Content at the Speed of Culture
Protest March Of The Penguins
Agency: Rethink / Toronto + Penguins International
Client: Penguins International Category: Content at the Speed of Culture
Award:
2026 Cultural Driver Best of Discipline Pencil
Agency:
LePub Mexico + Tecate by Heineken México + Monks Mexico + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Best of Cultural Driver
Annual ID:
OS26_CD000G
Award:
2026 Cultural Driver 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:
Popular Culture Impact
Annual ID:
OS26_CD001G
Award:
2026 Cultural Driver Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD002G
Award:
2026 Cultural Driver 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:
Multicultural Impact
Annual ID:
OS26_CD003G
Award:
2026 Cultural Driver Gold Pencil
Agency:
Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client:
AXA
Title:
Three Words
Category:
Cultural Driver for Good
Annual ID:
OS26_CD004G
Award:
2026 Cultural Driver Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Grindr
Title:
I WOOL SURVIVE
Category:
Cultural Driver for Good
Annual ID:
OS26_CD005G
Award:
2026 Cultural Driver Silver Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Popular Culture Impact
Annual ID:
OS26_CD006S
Award:
2026 Cultural Driver Silver Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Succession
Category:
Multicultural Impact
Annual ID:
OS26_CD007S
Award:
2026 Cultural Driver Silver 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:
Cultural Driver for Good
Annual ID:
OS26_CD008S
Award:
2026 Cultural Driver 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:
Content at the Speed of Culture
Annual ID:
OS26_CD009S
Award:
2026 Cultural Driver Bronze Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + MJZ + Squeak E. Clean + Final Cut
Client:
Apple
Title:
Someday
Category:
Popular Culture Impact
Annual ID:
OS26_CD010B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD011B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
Publicis / Toronto + ThePub Productions / Toronto
Client:
Rogers Communications
Title:
Welcome Card
Category:
Multicultural Impact
Annual ID:
OS26_CD012B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
Rethink / Toronto + Penguins International
Client:
Penguins International
Title:
Protest March Of The Penguins
Category:
Cultural Driver for Good
Annual ID:
OS26_CD013B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
Rethink / Toronto + Canadian Femicide Observatory of Justice & Accountability / Guelph
Client:
Canadian Femicide Observatory of Justice & Accountability
Title:
Too True Crime
Category:
Cultural Driver for Good
Annual ID:
OS26_CD014B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
AlmapBBDO / Sao Paulo + Black Madre / Sao Paulo + Surreal Hotel Arts / Sao Paulo + Raw Audio / Sao Paulo
Client:
Mars
Title:
Pedigree Caramelo
Category:
Cultural Driver for Good
Annual ID:
OS26_CD015B
Award:
2026 Cultural Driver Bronze Pencil
Agency:
Wieden+Kennedy / London + NIKE
Client:
Nike
Title:
IIOME
Category:
Content at the Speed of Culture
Annual ID:
OS26_CD016B
Award:
2026 Cultural Driver Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Popular Culture Impact
Annual ID:
OS26_CD017M
Award:
2026 Cultural Driver Merit Award
Agency:
Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client:
Plaza Vea
Title:
The Kimberly Price
Category:
Popular Culture Impact
Annual ID:
OS26_CD018M
Award:
2026 Cultural Driver Merit Award
Agency:
McCann XBC / New York
Client:
Mastercard
Title:
Abracadabra: From Fan to Featured
Category:
Popular Culture Impact
Annual ID:
OS26_CD019M
Award:
2026 Cultural Driver Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Apple Marcom + OYOY + Optical Arts
Client:
Apple
Title:
ATV Rebrand
Category:
Popular Culture Impact
Annual ID:
OS26_CD020M
Award:
2026 Cultural Driver Merit Award
Agency:
Invisible Dynamics / Los Angeles
Client:
Gap
Title:
Better in Denim
Category:
Popular Culture Impact
Annual ID:
OS26_CD021M
Award:
2026 Cultural Driver Merit Award
Agency:
Canva + Asteroide / São Paulo
Client:
Canva
Title:
GracyOvos
Category:
Popular Culture Impact
Annual ID:
OS26_CD022M
Award:
2026 Cultural Driver Merit Award
Agency:
Edelman / Chicago + The Social Lights / Minneapolis, MN + Maureen Momoko Fritz / Chicago
Client:
Progresso
Title:
Progresso Soup Drops
Category:
Popular Culture Impact
Annual ID:
OS26_CD023M
Award:
2026 Cultural Driver Merit Award
Agency:
TBWA\Chiat\Day LA / Los Angeles + Levi Strauss & Co. / San Francisco
Client:
Levi's
Title:
REIIMAGINE
Category:
Popular Culture Impact
Annual ID:
OS26_CD024M
Award:
2026 Cultural Driver Merit Award
Agency:
LePub Mexico + Tecate by Heineken México + New Brand By Story
Client:
Tecate by Heineken Mexico
Title:
All In For Macario
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD025M
Award:
2026 Cultural Driver Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
The Official Thingertips of Cheetos
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD026M
Award:
2026 Cultural Driver Merit Award
Agency:
Deutsch / Los Angeles + Caya / Los Angeles + MSL Group / New York + Omnicom Production / Los Angeles
Client:
Dr Pepper
Title:
The Dr Pepper Jingle
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD027M
Award:
2026 Cultural Driver Merit Award
Agency:
TBWA\Media Arts Lab / Los Angeles + Red Bull Media House + Trafik
Client:
Apple
Title:
Shot on iPhone | Red Bull Island Hopper
Category:
Creator / Brand Collaboration
Annual ID:
OS26_CD028M
Award:
2026 Cultural Driver 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:
Creator / Brand Collaboration
Annual ID:
OS26_CD029M
Award:
2026 Cultural Driver Merit Award
Agency:
72andSunny / Amsterdam + PRETTYBIRD + Arcade Edit + Etc London
Client:
e.l.f.
Title:
e.l.f. presenta: Melisa
Category:
Multicultural Impact
Annual ID:
OS26_CD030M
Award:
2026 Cultural Driver Merit Award
Agency:
BBDO Nordics / Stockholm + Malmö stad / Malmö
Client:
Malmö stad
Title:
The Bound Books Project
Category:
Cultural Driver for Good
Annual ID:
OS26_CD031M
Award:
2026 Cultural Driver Merit Award
Agency:
Lola USA + Gift Of Life + Mars Doublemint + Labcorp
Client:
Gift of Life
Title:
Hero Gum
Category:
Cultural Driver for Good
Annual ID:
OS26_CD032M
Award:
2026 Cultural Driver Merit Award
Agency:
IMPACT BBDO / Dubai + IMPACT BBDO / Beirut
Client:
AnNahar Newspaper
Title:
The Untaught History Edition
Category:
Cultural Driver for Good
Annual ID:
OS26_CD033M
Award:
2026 Cultural Driver Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Cultural Driver for Good
Annual ID:
OS26_CD034M
Award:
2026 Cultural Driver Merit Award
Agency:
Havas / New York + the harris project + Us Weekly
Client:
Us Weekly x the harris project
Title:
The Missing Issue
Category:
Cultural Driver for Good
Annual ID:
OS26_CD035M
Award:
2026 Cultural Driver Merit Award
Agency:
Motion Sickness / Auckland + Whānau Ora + Liquid Studios + Loupe
Client:
Whānau Ora
Title:
The Māori Roll Call
Category:
Cultural Driver for Good
Annual ID:
OS26_CD036M
Award:
2026 Cultural Driver Merit Award
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:
Cultural Driver for Good
Annual ID:
OS26_CD037M
Award:
2026 Cultural Driver Merit Award
Agency:
Playmakers / Tbilisi + Heima Production / Tbilisi + Enkeny Films / Tbilisi
Client:
PSP
Title:
Birds Never Forget To Fly
Category:
Cultural Driver for Good
Annual ID:
OS26_CD038M
Award:
2026 Cultural Driver Merit Award
Agency:
Marcel / Paris + Back Market / Paris
Client:
Back Market
Title:
Let's End Fast Tech
Category:
Cultural Driver for Good
Annual ID:
OS26_CD039M
Award:
2026 Cultural Driver Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Cultural Driver for Good
Annual ID:
OS26_CD040M
Award:
2026 Cultural Driver Merit Award
Agency:
Publicis / Toronto + ThePub Productions / Toronto
Client:
Rogers Communications
Title:
Welcome Card
Category:
Cultural Driver for Good
Annual ID:
OS26_CD041M
Award:
2026 Cultural Driver Merit Award
Agency:
HERALBONY Co., Ltd / Morioka + DENTSU INC. / Tokyo
Client:
HERALBONY
Title:
Beyond Labels
Category:
Cultural Driver for Good
Annual ID:
OS26_CD042M
Award:
2026 Cultural Driver Merit Award
Agency:
Saatchi & Saatchi France / Paris
Client:
OMNI
Title:
Omnilivery
Category:
Cultural Driver for Good
Annual ID:
OS26_CD043M
Award:
2026 Cultural Driver 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:
Content at the Speed of Culture
Annual ID:
OS26_CD044M