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: Multi-Creator Collaboration
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Community Activation
THE GRIT & THE GLITTER
Agency: Uncommon Creative Studio / London
Client: London Museum Category: Campaign Identity
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Posters / Series
The Mosaic
Agency: Leo Italia / Milan
Client: McDonald's Category: Out of Home / Brand Installations & Environments
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
GDC Award 2025
Agency: BY-ENJOY / FUJIAN + Shenzhen Graphic Design Association / SHENZHEN
Client: GDC Award Category: Brand Identity / System
Drawn to D&AD
Agency: Jones Knowles Ritchie / London + Studio DRAMA / London
Client: D&AD Category: Brand Identity / System
The Branch Museum of Design Visual Identity
Agency: MullenLowe Design Studio / New York + MullenLowe U.S. / New York
Client: The Branch Museum of Design Category: Brand Identity / Rebranding
18 Months
Agency: Klick Health / Toronto + Jamute + Zombie Animation
Client: Second Nurture Category: Design for Good
Maremoto for Good
Agency: Champions Design / New York + Maremoto / Chicago
Client: Maremoto Category: Design for Good
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
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Experiential / Immersive / Events
Wienie 500
Agency: Johannes Leonardo / New York + The Kitchen North America + Oztech
Client: Oscar Mayer Category: Experiential / Immersive / Events
THE SWEAT SIDE OF SPONSORSHIP
Agency: ISLA / Sao Paulo + ALETA / Buenos Aires + PepsiCo / COLOMBIA + ISLA / Buenos Aires
Client: PEPSICO Category: Creative Effectiveness
Case of the Mondays
Agency: Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client: Coors Light Category: Creative Effectiveness
1837 Tiffany Blue Conservation
Agency: L&C / New York + Tiffany & Co. / New York
Client: Tiffany & Co. Category: Design
Sydney's Bathwater Bliss
Agency: Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client: Dr. Squatch Category: Products
Sydney's Bathwater Bliss
Agency: Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client: Dr. Squatch Category: Public Relations
Sleep Talk Reviews
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Integrated / Omnichannel Campaign
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
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: Integrated / Omnichannel Campaigns 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: Integrated / Omnichannel Campaigns for Good
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: Long Form Video / Single
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México / Mexico City + Monks Mexico / CDMX + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Experiential / Brand Installations
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: Branded Entertainment for Good
Bricks on Track
Agency: JustSo + LEGO Global Entertainment Partners & Content / Los Angeles
Client: The LEGO Group Category: Brand Partnerships
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
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Innovation / Execution in Branded Entertainment
The Shakespeare Bic
Agency: VML / São Paulo
Client: BIC Brasil Category: AI Craft / Art & Visual Design
ANCESTRA
Agency: Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client: Google Category: AI Craft / Motion
LEGO® SMART Play™
Agency: The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client: The LEGO Group Category: Products
Learn Korean or Else
Agency: Duolingo / Pittsburgh + Netflix / Los Angeles
Client: Duolingo Category: Brand Partnerships
The LEGO® Group x Formula 1® - Build the Thrill
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Brand Partnerships
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 / Mexico City + Monks Mexico / CDMX + 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
Award:
2026 Creator Content Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Multi-Creator Collaboration
Annual ID:
OS26_CC001G
Award:
2026 Creator Content Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Community Activation
Annual ID:
OS26_CC002G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
London Museum
Title:
THE GRIT & THE GLITTER
Category:
Campaign Identity
Annual ID:
OS26_DA001G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Posters / Series
Annual ID:
OS26_DA002G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Leo Italia / Milan
Client:
McDonald's
Title:
The Mosaic
Category:
Out of Home / Brand Installations & Environments
Annual ID:
OS26_DA003G
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:
BY-ENJOY / FUJIAN + Shenzhen Graphic Design Association / SHENZHEN
Client:
GDC Award
Title:
GDC Award 2025
Category:
Brand Identity / System
Annual ID:
OS26_DE001G
Award:
2026 Design & Branding Gold Pencil
Agency:
Jones Knowles Ritchie / London + Studio DRAMA / London
Client:
D&AD
Title:
Drawn to D&AD
Category:
Brand Identity / System
Annual ID:
OS26_DE002G
Award:
2026 Design & Branding Gold Pencil
Agency:
MullenLowe Design Studio / New York + MullenLowe U.S. / New York
Client:
The Branch Museum of Design
Title:
The Branch Museum of Design Visual Identity
Category:
Brand Identity / Rebranding
Annual ID:
OS26_DE003G
Award:
2026 Design & Branding Gold Pencil
Agency:
Klick Health / Toronto + Jamute + Zombie Animation
Client:
Second Nurture
Title:
18 Months
Category:
Design for Good
Annual ID:
OS26_DE004G
Award:
2026 Design & Branding Gold Pencil
Agency:
Champions Design / New York + Maremoto / Chicago
Client:
Maremoto
Title:
Maremoto for Good
Category:
Design for Good
Annual ID:
OS26_DE005G
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:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID001G
Award:
2026 The Indies Gold Pencil
Agency:
Johannes Leonardo / New York + The Kitchen North America + Oztech
Client:
Oscar Mayer
Title:
Wienie 500
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID002G
Award:
2026 The Indies Gold Pencil
Agency:
ISLA / Sao Paulo + ALETA / Buenos Aires + PepsiCo / COLOMBIA + ISLA / Buenos Aires
Client:
PEPSICO
Title:
THE SWEAT SIDE OF SPONSORSHIP
Category:
Creative Effectiveness
Annual ID:
OS26_ID003G
Award:
2026 The Indies Gold Pencil
Agency:
Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client:
Coors Light
Title:
Case of the Mondays
Category:
Creative Effectiveness
Annual ID:
OS26_ID004G
Award:
2026 The Indies Gold Pencil
Agency:
L&C / New York + Tiffany & Co. / New York
Client:
Tiffany & Co.
Title:
1837 Tiffany Blue Conservation
Category:
Design
Annual ID:
OS26_ID005G
Award:
2026 The Indies Gold Pencil
Agency:
Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client:
Dr. Squatch
Title:
Sydney's Bathwater Bliss
Category:
Products
Annual ID:
OS26_ID006G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Direct Marketing
Annual ID:
OS26_ID007G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Social Media & Creator Content
Annual ID:
OS26_ID008G
Award:
2026 The Indies Gold Pencil
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Print & Out of Home
Annual ID:
OS26_ID009G
Award:
2026 The Indies Gold Pencil
Agency:
Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client:
Dr. Squatch
Title:
Sydney's Bathwater Bliss
Category:
Public Relations
Annual ID:
OS26_ID010G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_ID011G
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:
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:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG001G
Award:
2026 Integrated / Omnichannel Gold Pencil
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:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS26_IG002G
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:
Long Form Video / Single
Annual ID:
OS26_BE001G
Award:
2026 Branded Entertainment Gold Pencil
Agency:
LePub Mexico + Tecate by Heineken México / Mexico City + Monks Mexico / CDMX + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Experiential / Brand Installations
Annual ID:
OS26_BE002G
Award:
2026 Branded Entertainment Gold Pencil
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:
Branded Entertainment for Good
Annual ID:
OS26_BE003G
Award:
2026 Branded Entertainment Gold Pencil
Agency:
JustSo + LEGO Global Entertainment Partners & Content / Los Angeles
Client:
The LEGO Group
Title:
Bricks on Track
Category:
Brand Partnerships
Annual ID:
OS26_BE004G
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 Branded Entertainment Gold Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS26_BE007G
Award:
2026 Creative Use of AI Gold Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
AI Craft / Art & Visual Design
Annual ID:
OS26_AI001G
Award:
2026 Creative Use of AI Gold Pencil
Agency:
Google Creative Team / Mountain View + Chromista / Camden + Primordial Soup / Los Angeles + Google DeepMind / Mountain View
Client:
Google
Title:
ANCESTRA
Category:
AI Craft / Motion
Annual ID:
OS26_AI002G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client:
The LEGO Group
Title:
LEGO® SMART Play™
Category:
Products
Annual ID:
OS26_BS001G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
Duolingo / Pittsburgh
Client:
Duolingo
Title:
The Death of Duo
Category:
Social Media
Annual ID:
OS26_BS002G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
Local Produce
Client:
Instacart
Title:
Los Angeles Emergency
Category:
Campaigns for Good
Annual ID:
OS26_BS003G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
Duolingo / Pittsburgh + Netflix / Los Angeles
Client:
Duolingo
Title:
Learn Korean or Else
Category:
Brand Partnerships
Annual ID:
OS26_BS004G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Group x Formula 1® - Build the Thrill
Category:
Brand Partnerships
Annual ID:
OS26_BS005G
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 / Mexico City + Monks Mexico / CDMX + 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
