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
Breastmilk Money
Agency: SERVICEPLAN GERMANY / Munich
Client: Herconomy Category: Best of Creative Use of Data
Haven
Agency: Leo Australia / Sydney + Le Polish Bureau / Poland + OMD / Sydney + Hogarth / Sydney
Client: Suncorp Insurance Category: Data-Driven Personalization
Breastmilk Money
Agency: SERVICEPLAN GERMANY / Munich
Client: Herconomy Category: Data-Driven Personalization
The Philipstown WireCar Grand Prix
Agency: Accenture Song South Africa + Accenture Song + Accenture Song Content CGI Studio Hamburg / Hamburg + Giant Films
Client: The Philipstown WireCar Foundation Category: Data for Good
DARESCORE
Agency: Leo India / Mumbai + PepsiCo India / Delhi
Client: Mountain Dew Category: Brand Partnerships
Road Test Royale
Agency: BBDO / Chicago + Spool Marketing / Chicago + Publicis Collective / Chicago
Client: The General Insurance Category: Experiential & Immersive
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: Use of Technology
Haven
Agency: Leo Australia / Sydney + OMD / Sydney + Hogarth / Sydney + Le Polish Bureau / Poland
Client: Suncorp Insurance Category: Data for Good
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: Innovation / New Ideas in Creative Use of Data
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: Targeting
Humanimal Tourism
Agency: DDB Colombia (TBWA\Colombia) / Bogotá
Client: ProColombia Category: Real-Time Data
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: Data-Driven Personalization
Design your sleep while you sleep
Agency: MRM Spain / Madrid + ShutEye / Singapore
Client: IKEA/IKEA Family Category: Data-Driven Personalization
Zip Code Exam
Agency: Area 23 / New York + Dalmatian Cow / Los Angeles + Bumblebeat / São Paulo
Client: Equality Health Foundation Category: Data-Driven Personalization
Wildfire Watchtowers
Agency: Publicis / Toronto + ThePub Productions / Toronto + Grayson Music / Toronto
Client: Rogers Communications Category: Data for Good
Stranger Things in Search
Agency: Google Creative Team / Mountain View + Netflix / Los Angeles
Client: Google + Netflix Category: Brand Partnerships
Award:
2026 Creative Use of Data Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Best of Creative Use of Data
Annual ID:
OS26_CU000G
Award:
2026 Creative Use of Data Gold Pencil
Agency:
AMV BBDO / London
Client:
Mars Pet - Sheba
Title:
The Pharaoh's Lost Cat
Category:
Storytelling
Annual ID:
OS26_CU001G
Award:
2026 Creative Use of Data Gold Pencil
Agency:
Leo Australia / Sydney + Le Polish Bureau / Poland + OMD / Sydney + Hogarth / Sydney
Client:
Suncorp Insurance
Title:
Haven
Category:
Data-Driven Personalization
Annual ID:
OS26_CU002G
Award:
2026 Creative Use of Data Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Data for Good
Annual ID:
OS26_CU003G
Award:
2026 Creative Use of Data Silver Pencil
Agency:
VML / Dallas
Client:
U.S. Navy
Title:
Navy SubReddit Hunt
Category:
Targeting
Annual ID:
OS26_CU004S
Award:
2026 Creative Use of Data Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Data-Driven Personalization
Annual ID:
OS26_CU005S
Award:
2026 Creative Use of Data Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_CU006S
Award:
2026 Creative Use of Data Silver Pencil
Agency:
Accenture Song South Africa + Accenture Song + Accenture Song Content CGI Studio Hamburg / Hamburg + Giant Films
Client:
The Philipstown WireCar Foundation
Title:
The Philipstown WireCar Grand Prix
Category:
Data for Good
Annual ID:
OS26_CU007S
Award:
2026 Creative Use of Data Silver Pencil
Agency:
Leo India / Mumbai + PepsiCo India / Delhi
Client:
Mountain Dew
Title:
DARESCORE
Category:
Brand Partnerships
Annual ID:
OS26_CU008S
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
BBDO / Chicago + Spool Marketing / Chicago + Publicis Collective / Chicago
Client:
The General Insurance
Title:
Road Test Royale
Category:
Experiential & Immersive
Annual ID:
OS26_CU009B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
Use of Technology
Annual ID:
OS26_CU010B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Use of Technology
Annual ID:
OS26_CU011B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
Leo Australia / Sydney + OMD / Sydney + Hogarth / Sydney + Le Polish Bureau / Poland
Client:
Suncorp Insurance
Title:
Haven
Category:
Data for Good
Annual ID:
OS26_CU012B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Brand Partnerships
Annual ID:
OS26_CU013B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
Innovation / New Ideas in Creative Use of Data
Annual ID:
OS26_CU014B
Award:
2026 Creative Use of Data 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:
Targeting
Annual ID:
OS26_CU015M
Award:
2026 Creative Use of Data Merit Award
Agency:
VML / Dallas
Client:
U.S. Navy
Title:
Navy SubReddit Hunt
Category:
Social Media
Annual ID:
OS26_CU016M
Award:
2026 Creative Use of Data Merit Award
Agency:
INNOCEAN / Berlin
Client:
Kia
Title:
Kia Soundscapes
Category:
Experiential & Immersive
Annual ID:
OS26_CU017M
Award:
2026 Creative Use of Data Merit Award
Agency:
DDB Colombia (TBWA\Colombia) / Bogotá
Client:
ProColombia
Title:
Humanimal Tourism
Category:
Real-Time Data
Annual ID:
OS26_CU018M
Award:
2026 Creative Use of Data 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:
Data-Driven Personalization
Annual ID:
OS26_CU019M
Award:
2026 Creative Use of Data Merit Award
Agency:
MRM Spain / Madrid + ShutEye / Singapore
Client:
IKEA/IKEA Family
Title:
Design your sleep while you sleep
Category:
Data-Driven Personalization
Annual ID:
OS26_CU020M
Award:
2026 Creative Use of Data Merit Award
Agency:
Area 23 / New York + Dalmatian Cow / Los Angeles + Bumblebeat / São Paulo
Client:
Equality Health Foundation
Title:
Zip Code Exam
Category:
Data-Driven Personalization
Annual ID:
OS26_CU021M
Award:
2026 Creative Use of Data Merit Award
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Commerce
Annual ID:
OS26_CU022M
Award:
2026 Creative Use of Data Merit Award
Agency:
Ogilvy / Mexico City
Client:
HEINEKEN
Title:
PAY IT FORWARD
Category:
Commerce
Annual ID:
OS26_CU023M
Award:
2026 Creative Use of Data Merit Award
Agency:
Special / Sydney
Client:
Pepsi
Title:
Recycle Rethink
Category:
Commerce
Annual ID:
OS26_CU024M
Award:
2026 Creative Use of Data Merit Award
Agency:
Publicis / Toronto + ThePub Productions / Toronto + Grayson Music / Toronto
Client:
Rogers Communications
Title:
Wildfire Watchtowers
Category:
Data for Good
Annual ID:
OS26_CU025M