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
MOVING LANDSCAPES
Agency: SERVICEPLAN SPAIN / Madrid
Client: BMW Spain Category: Craft / Photography
18 Months
Agency: Klick Health / Toronto + Jamute + Zombie Animation
Client: Second Nurture Category: Craft / Animation
Batman vs. Bateman
Agency: Highdive + Cutters Studios + State Farm + Hungry Man
Client: State Farm® Category: Craft / Use of Humor
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
I'll Marry When I Want
Agency: DUDE / Milano + ActionAid / Milano + Darling Films SA / Johannesburg + DUDE / Milano
Client: ActionAid Category: Craft / Cinematography
Developed Through Time
Agency: Zulu Alpha Kilo / Toronto + Henry of Pelham
Client: Henry of Pelham Category: Craft / Photography
The Philipstown WireCar Grand Prix
Agency: Accenture Song South Africa + Accenture Song UK + Accenture Song Content CGI Studio / Hamburg
Client: The Philipstown WireCar Foundation Category: Craft / Use of Technology
For Papa!
Agency: McCann / New York + BBDO / Chicago + Local Produce
Client: Instacart Category: Craft / Use of Humor
See It Differently
Agency: Uncommon Creative Studio / London + Tenthree / London + Blinkink / London
Client: BRITBOX Category: Craft / Art Direction
Unavailable
Agency: Squarespace + One of Us + Trim Editing + Superprime
Client: Squarespace Category: Craft / Art Direction
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Craft / Use of Technology
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Craft / Art Direction
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Craft / Use of Technology
Zip Code Exam
Agency: Area 23 / New York + Dalmatian Cow / Los Angeles + Bumblebeat / São Paulo
Client: Equality Health Foundation Category: Craft / Data-Driven Personalization
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat Category: Craft / Use of Humor
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Craft / Art Direction
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat Category: Craft / Use of Humor
Air Raid Alarm Clock
Agency: Officer & Gentleman / Madrid + Arriba! / Kharkiv + Fabs Robotics / Madrid + Razom for Ukraine / New York City
Client: Razom for Ukraine Category: Craft / Use of Technology
A Critter Carol
Agency: TBWA\Media Arts Lab / Los Angeles + Smuggler + Untold Stories + Racket Club
Client: Apple Category: Craft / Use of Humor
Award:
2026 Design in Advertising Silver Pencil
Agency:
Grey / London
Client:
Stella Artois
Title:
Claustrobars
Category:
Craft / Photography
Annual ID:
OS26_DA008S
Award:
2026 Design in Advertising Silver Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Craft / Typography
Annual ID:
OS26_DA009S
Award:
2026 Design & Branding Silver Pencil
Agency:
SERVICEPLAN SPAIN / Madrid
Client:
BMW Spain
Title:
MOVING LANDSCAPES
Category:
Craft / Photography
Annual ID:
OS26_DE014S
Award:
2026 Design & Branding Silver Pencil
Agency:
Klick Health / Toronto + Jamute + Zombie Animation
Client:
Second Nurture
Title:
18 Months
Category:
Craft / Animation
Annual ID:
OS26_DE015S
Award:
2026 The Indies Silver Pencil
Agency:
Highdive + Cutters Studios + State Farm + Hungry Man
Client:
State Farm®
Title:
Batman vs. Bateman
Category:
Craft / Use of Humor
Annual ID:
OS26_ID025S
Award:
2026 The Indies Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Craft / Use of Humor
Annual ID:
OS26_ID026S
Award:
2026 The Indies Silver Pencil
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_ID027S
Award:
2026 The Indies Silver Pencil
Agency:
DUDE / Milano + ActionAid / Milano + Darling Films SA / Johannesburg + DUDE / Milano
Client:
ActionAid
Title:
I'll Marry When I Want
Category:
Craft / Cinematography
Annual ID:
OS26_ID028S
Award:
2026 The Indies Silver Pencil
Agency:
Zulu Alpha Kilo / Toronto + Henry of Pelham
Client:
Henry of Pelham
Title:
Developed Through Time
Category:
Craft / Photography
Annual ID:
OS26_ID029S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_IG010S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Accenture Song South Africa + Accenture Song UK + Accenture Song Content CGI Studio / Hamburg
Client:
The Philipstown WireCar Foundation
Title:
The Philipstown WireCar Grand Prix
Category:
Craft / Use of Technology
Annual ID:
OS26_IG011S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
McCann / New York + BBDO / Chicago + Local Produce
Client:
Instacart
Title:
For Papa!
Category:
Craft / Use of Humor
Annual ID:
OS26_BE014S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Scholz & Friends / Berlin
Client:
GOT BAG
Title:
GOATS GOT BAG
Category:
Craft / Use of Humor
Annual ID:
OS26_BE015S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Uncommon Creative Studio / London + Tenthree / London + Blinkink / London
Client:
BRITBOX
Title:
See It Differently
Category:
Craft / Art Direction
Annual ID:
OS26_BE016S
Award:
2026 Brand-Side / In-House Silver Pencil
Agency:
Squarespace + One of Us + Trim Editing + Superprime
Client:
Squarespace
Title:
Unavailable
Category:
Craft / Art Direction
Annual ID:
OS26_BS011S
Award:
2026 Experiential & Immersive Silver Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Craft / Use of Technology
Annual ID:
OS26_EX011S
Award:
2026 Health & Wellness Silver Pencil
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Craft / Art Direction
Annual ID:
OS26_HW012S
Award:
2026 Health & Wellness Silver Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Craft / Use of Technology
Annual ID:
OS26_HW013S
Award:
2026 Health & Wellness Silver Pencil
Agency:
Area 23 / New York + Dalmatian Cow / Los Angeles + Bumblebeat / São Paulo
Client:
Equality Health Foundation
Title:
Zip Code Exam
Category:
Craft / Data-Driven Personalization
Annual ID:
OS26_HW014S
Award:
2026 Out of Home Silver Pencil
Agency:
VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Use of Humor
Annual ID:
OS26_OH011S
Award:
2026 Out of Home Silver Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Craft / Art Direction
Annual ID:
OS26_OH012S
Award:
2026 Pharma Silver Pencil
Agency:
VML Spain + VML / New York
Client:
Aritium
Title:
PainVisible
Category:
Craft / Use of Technology
Annual ID:
OS26_PH008S
Award:
2026 Print & Promotional Silver Pencil
Agency:
VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Use of Humor
Annual ID:
OS26_PT006S
Award:
2026 Print & Promotional Silver Pencil
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Craft / Art Direction
Annual ID:
OS26_PT007S
Award:
2026 Print & Promotional Silver Pencil
Agency:
Ogilvy / New York
Client:
Dove
Title:
Get Unready
Category:
Craft / Art Direction
Annual ID:
OS26_PT008S
Award:
2026 Print & Promotional Silver Pencil
Agency:
Grey / London
Client:
Stella Artois
Title:
Claustrobars
Category:
Craft / Photography
Annual ID:
OS26_PT009S
Award:
2026 Radio & Audio-First Silver Pencil
Agency:
Officer & Gentleman / Madrid + Arriba! / Kharkiv + Fabs Robotics / Madrid + Razom for Ukraine / New York City
Client:
Razom for Ukraine
Title:
Air Raid Alarm Clock
Category:
Craft / Use of Technology
Annual ID:
OS26_RA005S
Award:
2026 Social Media Silver Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Smuggler + Untold Stories + Racket Club
Client:
Apple
Title:
A Critter Carol
Category:
Craft / Use of Humor
Annual ID:
OS26_SM012S