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
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Craft / Art Direction
Trails Will Blaze
Agency: NOMINT / London + BBC Creative / London
Client: BBC Category: Craft / Animation
Fascinating
Agency: The Nine / Shanghai
Client: Shenzhen Tourism Bureau, China Category: Craft / Photography
CRAFTMAN.SHIPS
Agency: HAKUHODO Gravity Inc. / Tokyo + HAKUHODO CABIN Inc. / Tokyo
Client: SHIPS LTD. Category: Craft / Animation
Desi Oon
Agency: Studio Eeksaurus Productions Pvt. Ltd. / Mumbai + Centre for Pastoralism / New Delhi
Client: Centre for Pastoralism Category: Craft / Animation / Motion Design
Original Forever
Agency: Johannes Leonardo / New York + adidas UK + ProdCo + Meets Small World
Client: adidas Originals Category: Craft / Sound Design & Music
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Craft / Use of Humor
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Craft / Art Direction
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: Craft / Storytelling
A TI, ¿QUIÉN TE ESPERA?
Agency: Wieden+Kennedy Mexico + Victoria / CDMX + Colossal / Curitiba + The Youth / Curitiba
Client: Cerveza Victoria Category: Craft / Art Direction
Autism Rocks
Agency: Area 23 / New York + Bodega Studios / New York + Canja Audio Culture / Curitiba + Storefront Music / New York
Client: Eurofarma / Unicorns & Unicorns / Cherab Foundation Category: Craft / Music
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Craft / Use of Humor
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Craft / Art Direction
Annual ID:
OS26_DA004G
Award:
2026 Design in Advertising Gold Pencil
Agency:
NOMINT / London + BBC Creative / London
Client:
BBC
Title:
Trails Will Blaze
Category:
Craft / Animation
Annual ID:
OS26_DA005G
Award:
2026 Design & Branding Gold Pencil
Agency:
The Nine / Shanghai
Client:
Shenzhen Tourism Bureau, China
Title:
Fascinating
Category:
Craft / Photography
Annual ID:
OS26_DE006G
Award:
2026 Design & Branding Gold Pencil
Agency:
HAKUHODO Gravity Inc. / Tokyo + HAKUHODO CABIN Inc. / Tokyo
Client:
SHIPS LTD.
Title:
CRAFTMAN.SHIPS
Category:
Craft / Animation
Annual ID:
OS26_DE007G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_ID012G
Award:
2026 The Indies Gold Pencil
Agency:
Studio Eeksaurus Productions Pvt. Ltd. / Mumbai + Centre for Pastoralism / New Delhi
Client:
Centre for Pastoralism
Title:
Desi Oon
Category:
Craft / Animation / Motion Design
Annual ID:
OS26_ID013G
Award:
2026 The Indies Gold Pencil
Agency:
Johannes Leonardo / New York + adidas UK + ProdCo + Meets Small World
Client:
adidas Originals
Title:
Original Forever
Category:
Craft / Sound Design & Music
Annual ID:
OS26_ID014G
Award:
2026 Integrated / Omnichannel Gold Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Craft / Use of Humor
Annual ID:
OS26_IG003G
Award:
2026 Integrated / Omnichannel Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Craft / Art Direction
Annual ID:
OS26_IG004G
Award:
2026 Branded Entertainment 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:
Craft / Storytelling
Annual ID:
OS26_BE005G
Award:
2026 Branded Entertainment Gold Pencil
Agency:
Wieden+Kennedy Mexico + Victoria / CDMX + Colossal / Curitiba + The Youth / Curitiba
Client:
Cerveza Victoria
Title:
A TI, ¿QUIÉN TE ESPERA?
Category:
Craft / Art Direction
Annual ID:
OS26_BE006G
Award:
2026 Interactive, Online & Mobile Gold Pencil
Agency:
Area 23 / New York + Bodega Studios / New York + Canja Audio Culture / Curitiba + Storefront Music / New York
Client:
Eurofarma / Unicorns & Unicorns / Cherab Foundation
Title:
Autism Rocks
Category:
Craft / Music
Annual ID:
OS26_IN003G