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
Can't Unsee It
Agency: Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client: Kraft Heinz Category: Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Creative Effectiveness / Consumer Products
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + PHD + O Positive
Client: Uber Eats Category: Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Cars to Work
Agency: Publicis Conseil / Paris + Firm + Prodigious + Division
Client: Renault Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
How Dove took on a new era of toxic beauty
Agency: Ogilvy UK / London
Client: Dove Category: Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Child Wedding Cards
Agency: IMPACT BBDO / Dubai + Shiny Toy Guns / Karachi + Karma Kollective / Karachi
Client: UN Women Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Food Deserves Pepsi
Agency: BBDO / New York + PepsiCo + The Acceleration
Client: Pepsi Category: Creative Effectiveness / Beverages - Non-Alcoholic Drinks
For Winning Tomatoes, It Has To Be HEINZ.
Agency: Heaven&Hell / Shanghai + Heinz / Shanghai + Illusion CGI Studio / Bangkok
Client: Heinz Category: Creative Effectiveness / Consumer Products
Kleenex Score
Agency: VML / New York
Client: Kimberly-Clark / Kleenex Category: Creative Effectiveness / Consumer Products
Save our stay (SOS)
Agency: TBWA\ Hunt Lascaris / Johannesburg + Post Modern + Darling Films / Sandton
Client: City Lodge Hotels Category: Creative Effectiveness / Tourism / Travel / Transportation
MINI: No Basic Offers
Agency: TBWA\China / Shanghai
Client: MINI China Category: Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Case of the Mondays
Agency: Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client: Coors Light Category: Creative Effectiveness / Beverages - Alcoholic Drinks
See My Name
Agency: Rethink / Toronto + Molson Coors Beverage Company
Client: Molson Coors Beverage Company Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Shades of Red
Agency: DAVID / Madrid
Client: The Coca-Cola Company Category: Creative Effectiveness / Beverages - Non-Alcoholic Drinks
Met Replica
Agency: Verizon / New York, NY + The Metropolitan Museum of Art / New York, NY
Client: Verizon Category: Creative Effectiveness / Gaming - Digital / Console / Online / Mobile
Badge of Honor
Agency: OLIXIR / New York + Studio RX / New York + ALMA11:11 / São Paulo
Client: Sanofi Category: Creative Effectiveness / Health & Wellness / Pharmaceuticals
Ink Of Democracy
Agency: Havas Creative India / Mumbai + The Times of India / Mumbai
Client: The Times of India Category: Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
The Ink Of Democracy
Agency: Havas Creative India / Mumbai + The Times of India / Mumbai
Client: TOI Category: Creative Effectiveness / Publications & Media / Books / News
Never Become a Former New Yorker
Agency: Mother / New York + StreetEasy
Client: StreetEasy Category: Creative Effectiveness / Real Estate
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Creative Effectiveness / Restaurants / Fast Food Outlets
Three Letter Heist
Agency: Leo / Shanghai + Leo / Hong Kong
Client: McDonald’s Category: Creative Effectiveness / Restaurants / Fast Food Outlets
Alcaraz Tattoo Reveal
Agency: DAVID / Madrid
Client: NETFLIX SPAIN Category: Creative Effectiveness / Sports / Fitness / Sports Apparel
AEROMEXICANOS
Agency: Ogilvy / Mexico City
Client: Aeromexico Category: Creative Effectiveness / Tourism / Travel / Transportation
Award:
2026 Creative Effectiveness Gold Pencil
Agency:
Rethink / Toronto + Kraft Heinz + Marvel Studios Partnerships
Client:
Kraft Heinz
Title:
Can't Unsee It
Category:
Creative Effectiveness / Consumer Packaged Goods / Food / Candy / Snacks
Annual ID:
OS26_CE001G
Award:
2026 Creative Effectiveness Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE002G
Award:
2026 Creative Effectiveness Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Creative Effectiveness / Retail
Annual ID:
OS26_CE003G
Award:
2026 Creative Effectiveness Gold Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + PHD + O Positive
Client:
Uber Eats
Title:
Football is for Food
Category:
Creative Effectiveness / Technology Software - Internet / Telecommunications / Software & Apps
Annual ID:
OS26_CE004G
Award:
2026 Creative Effectiveness Silver Pencil
Agency:
Publicis Conseil / Paris + Firm + Prodigious + Division
Client:
Renault
Title:
Cars to Work
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS26_CE005S
Award:
2026 Creative Effectiveness Silver Pencil
Agency:
Ogilvy UK / London
Client:
Dove
Title:
How Dove took on a new era of toxic beauty
Category:
Creative Effectiveness / Beauty / Cosmetics / Toiletries / Personal Care
Annual ID:
OS26_CE006S
Award:
2026 Creative Effectiveness Silver Pencil
Agency:
IMPACT BBDO / Dubai + Shiny Toy Guns / Karachi + Karma Kollective / Karachi
Client:
UN Women
Title:
Child Wedding Cards
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS26_CE007S
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
BBDO / New York + PepsiCo + The Acceleration
Client:
Pepsi
Title:
Food Deserves Pepsi
Category:
Creative Effectiveness / Beverages - Non-Alcoholic Drinks
Annual ID:
OS26_CE008B
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
Heaven&Hell / Shanghai + Heinz / Shanghai + Illusion CGI Studio / Bangkok
Client:
Heinz
Title:
For Winning Tomatoes, It Has To Be HEINZ.
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE009B
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE010B
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
TBWA\ Hunt Lascaris / Johannesburg + Post Modern + Darling Films / Sandton
Client:
City Lodge Hotels
Title:
Save our stay (SOS)
Category:
Creative Effectiveness / Tourism / Travel / Transportation
Annual ID:
OS26_CE011B
Award:
2026 Creative Effectiveness Merit Award
Agency:
TBWA\China / Shanghai
Client:
MINI China
Title:
MINI: No Basic Offers
Category:
Creative Effectiveness / Automotive / Cars / Motorcycles / Trucks
Annual ID:
OS26_CE012M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client:
Coors Light
Title:
Case of the Mondays
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS26_CE013M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Rethink / Toronto + Molson Coors Beverage Company
Client:
Molson Coors Beverage Company
Title:
See My Name
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Annual ID:
OS26_CE014M
Award:
2026 Creative Effectiveness Merit Award
Agency:
DAVID / Madrid
Client:
The Coca-Cola Company
Title:
Shades of Red
Category:
Creative Effectiveness / Beverages - Non-Alcoholic Drinks
Annual ID:
OS26_CE015M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Verizon / New York, NY + The Metropolitan Museum of Art / New York, NY
Client:
Verizon
Title:
Met Replica
Category:
Creative Effectiveness / Gaming - Digital / Console / Online / Mobile
Annual ID:
OS26_CE016M
Award:
2026 Creative Effectiveness Merit Award
Agency:
OLIXIR / New York + Studio RX / New York + ALMA11:11 / São Paulo
Client:
Sanofi
Title:
Badge of Honor
Category:
Creative Effectiveness / Health & Wellness / Pharmaceuticals
Annual ID:
OS26_CE017M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Havas Creative India / Mumbai + The Times of India / Mumbai
Client:
The Times of India
Title:
Ink Of Democracy
Category:
Creative Effectiveness / Non-Profit Organizations / Charities / Education / Government
Annual ID:
OS26_CE018M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Havas Creative India / Mumbai + The Times of India / Mumbai
Client:
TOI
Title:
The Ink Of Democracy
Category:
Creative Effectiveness / Publications & Media / Books / News
Annual ID:
OS26_CE019M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Mother / New York + StreetEasy
Client:
StreetEasy
Title:
Never Become a Former New Yorker
Category:
Creative Effectiveness / Real Estate
Annual ID:
OS26_CE020M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Creative Effectiveness / Restaurants / Fast Food Outlets
Annual ID:
OS26_CE021M
Award:
2026 Creative Effectiveness Merit Award
Agency:
Leo / Shanghai + Leo / Hong Kong
Client:
McDonald’s
Title:
Three Letter Heist
Category:
Creative Effectiveness / Restaurants / Fast Food Outlets
Annual ID:
OS26_CE022M
Award:
2026 Creative Effectiveness Merit Award
Agency:
DAVID / Madrid
Client:
NETFLIX SPAIN
Title:
Alcaraz Tattoo Reveal
Category:
Creative Effectiveness / Sports / Fitness / Sports Apparel
Annual ID:
OS26_CE023M