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
Change The Compliment
Agency: Zulu Alpha Kilo / New York + Zulu Alpha Kilo / Toronto + Dove
Client: Dove Category: Creator-Led Content / Series
Minivan Mom Stigma
Agency: Saatchi & Saatchi / El Segundo + Toyota Motor North America / Plano
Client: Toyota Category: Narrative / Character-Led
The Self Lawsuit
Agency: Sancho BBDO / Bogota + Netflix / Bogota + Dentsu Creative Colombia / Bogota + Flare / Bogota
Client: Netflix Category: Narrative / Character-Led
Nissan Patrol. It's Out There.
Agency: TBWA\Melbourne
Client: Nissan Australia Category: Community Activation
Think You Can Do Better?
Agency: Goodby Silverstein & Partners
Client: Doritos Category: Community Activation
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Community Activation
Cheetos Pants
Agency: IMPACT BBDO / Dubai + BBDO / New York + Omnicom Studios / New York
Client: Cheetos Category: Promotional / Physical Items
Developed Through Time
Agency: Zulu Alpha Kilo / Toronto + Henry of Pelham
Client: Henry of Pelham Category: Packaging / Promotional / Campaign
The Revealing Pour
Agency: Joe Public / Sandton + SAB (AB-InBev)
Client: Castle Milk Stout Category: Print Advertisements
Because you move forward.
Agency: DENTSU INC. / Tokyo + WOIL inc. / Tokyo + SHOEI Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Posters / Series
Fractional Window Shopping
Agency: Ogilvy Canada / Toronto
Client: TD Bank Category: Out of Home / Single or Series
Drops of Hope
Agency: FCB / New York + Kimberly-Clark / Chicago + Weber Shandwick / Chicago + Narrative / Los Angeles
Client: Kimberly Clark Poise Category: Service Design / Customer Experience (CX)
Absolut Tabasco
Agency: Wieden+Kennedy / London + THE ABSOLUT GROUP + ProdCo + Time Based Arts / London
Client: Absolut Category: Film & Video / Single or Series
Ghost Town
Agency: CarrefourSA / Istanbul + TBWA\Istanbul
Client: CarrefourSA Category: Design for Good
Glowing Relief
Agency: de la Cruz - Ogilvy / San Juan + Ogilvy Health / New York
Client: Alivia Health Category: Design for Good
Because you move forward.
Agency: DENTSU INC. / Tokyo + WOIL inc. / Tokyo + SHOEI Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Craft / Art Direction
The Periodic Fable
Agency: Uncommon Creative Studio / London
Client: The Ordinary Category: Craft / Art Direction
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
Who’s waiting for you?
Agency: Wieden+Kennedy Mexico + Victoria / CDMX + Colossal / Curitiba + The Youth / Curitiba
Client: Cerveza Victoria Category: Craft / Illustration
FUELED BY IMAGINATION
Agency: DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo + SEIBIDO Co.,Ltd. / Tokyo
Client: Japan Aerospace Exploration Agency Category: Craft / Illustration
Fascinating
Agency: The Nine / Shanghai
Client: Shenzhen Tourism Bureau, China Category: Craft / Photography
The Bound Books Project
Agency: BBDO Nordics / Stockholm + Dawit Isaak Library / Malmö + Malmö stad / Malmö
Client: Malmö stad Category: Craft / Printing & Paper Craft
Developed Through Time
Agency: Zulu Alpha Kilo / Toronto + Henry of Pelham
Client: Henry of Pelham Category: Craft / Printing & Paper Craft
Coca-Cola Classic
Agency: VML / New York + VML / São Paulo
Client: The Coca-Cola Company / Coca-Cola Category: Craft / Printing & Paper Craft
The Shakespeare Bic
Agency: VML / São Paulo
Client: BIC Brasil Category: Craft / Printing & Paper Craft
Human Nature
Agency: Coinbase Creative Studio + Aardman Animations
Client: Coinbase Creative Studio Category: Craft / Animation
A typeface engineered for safety
Agency: Volvo Cars / Goteborg + F&B Happy / Goteborg + Carl Engberg / Goteborg + Dalton Maag / London
Client: Volvo Cars Category: Craft / Typography
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Innovation / New Ideas in Campaign Design
Rooftop Revival
Agency: LePub / Singapore + LePub / Milan + Heineken / Amsterdam + Heineken Korea / Seoul
Client: Heineken Category: Innovation / New Ideas in Campaign Design
Tree Correspondents
Agency: BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client: Hyundai Motor Company Category: Innovation / New Ideas in Campaign Design
BILLBOARDS THE SIZE OF YOUR HOME
Agency: Buentipo / Bogota
Client: MUEBLES TUGÓ Category: Innovation / Use of Media in Campaign Design
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry Category: Innovation / Use of Media in Campaign Design
Modelo Cero
Agency: GUT Design / São Paulo + Modelo Cero
Client: Modelo Cero Category: Brand Identity / Logo
QSAM
Agency: M-N Associates / Ho Chi Minh City
Client: Quang San Art Museum Category: Brand Identity / System
Tiroler Festspiele Erl Brand Design
Agency: Scholz & Friends / Vienna + Scholz & Friends / Berlin
Client: Tiroler Festspiele Erl Category: Brand Identity / System
SNBC Iconic Brand Family
Agency: Zulu Alpha Kilo / Vancouver + Destination BC / Vancouver
Client: Destination BC Category: Brand Identity / System
Unbelievably Real
Agency: beierarbeit / Bielefeld
Client: Theater Bielefeld Category: Brand Identity / System
Domino's Global Brand Refresh
Agency: WorkInProgress / Boulder
Client: Domino's Category: Brand Identity / Rebranding
Where There are Problems, There is Art
Agency: Mint Design / Beijing + UCCA Kids / Beijing
Client: UCCA尤伦斯当代艺术中心 Category: Editorial / Books
Endangered Species AR Bird Watching Newspaper
Agency: DENTSU INC. / Tokyo + drawrope / Nagoya + Cloud CIRCUS / Tokyo
Client: Chunichi Shimbun Co.,Ltd. Category: Editorial / Magazines & Newspapers
Heinz Love Letters
Agency: Jones Knowles Ritchie / London + Studio DRAMA / London
Client: Heinz Category: Typography / Typeface Design
MY KNOWTEBOOK
Agency: Hakuhodo / Tokyo + NIKKEI PRINTING INC. + Shinohara Shiko Ltd.
Client: Hakuhodo Inc. Category: Collateral / Booklets, Books & Brochures
Award:
2026 Creator Content Merit Award
Agency:
Zulu Alpha Kilo / New York + Zulu Alpha Kilo / Toronto + Dove
Client:
Dove
Title:
Change The Compliment
Category:
Creator-Led Content / Series
Annual ID:
OS26_CC008M
Award:
2026 Creator Content Merit Award
Agency:
Saatchi & Saatchi / El Segundo + Toyota Motor North America / Plano
Client:
Toyota
Title:
Minivan Mom Stigma
Category:
Narrative / Character-Led
Annual ID:
OS26_CC009M
Award:
2026 Creator Content Merit Award
Agency:
Sancho BBDO / Bogota + Netflix / Bogota + Dentsu Creative Colombia / Bogota + Flare / Bogota
Client:
Netflix
Title:
The Self Lawsuit
Category:
Narrative / Character-Led
Annual ID:
OS26_CC010M
Award:
2026 Creator Content Merit Award
Agency:
TBWA\Melbourne
Client:
Nissan Australia
Title:
Nissan Patrol. It's Out There.
Category:
Community Activation
Annual ID:
OS26_CC011M
Award:
2026 Creator Content Merit Award
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Title:
Think You Can Do Better?
Category:
Community Activation
Annual ID:
OS26_CC012M
Award:
2026 Creator Content Merit Award
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Community Activation
Annual ID:
OS26_CC013M
Award:
2026 Design in Advertising Merit Award
Agency:
BBH USA / New York
Client:
PATRÓN Tequila
Title:
[Censored Truth]
Category:
Campaign Identity
Annual ID:
OS26_DA022M
Award:
2026 Design in Advertising Merit Award
Agency:
IMPACT BBDO / Dubai + BBDO / New York + Omnicom Studios / New York
Client:
Cheetos
Title:
Cheetos Pants
Category:
Promotional / Physical Items
Annual ID:
OS26_DA023M
Award:
2026 Design in Advertising Merit Award
Agency:
Zulu Alpha Kilo / Toronto + Henry of Pelham
Client:
Henry of Pelham
Title:
Developed Through Time
Category:
Packaging / Promotional / Campaign
Annual ID:
OS26_DA024M
Award:
2026 Design in Advertising Merit Award
Agency:
Joe Public / Sandton + SAB (AB-InBev)
Client:
Castle Milk Stout
Title:
The Revealing Pour
Category:
Print Advertisements
Annual ID:
OS26_DA025M
Award:
2026 Design in Advertising Merit Award
Agency:
DENTSU INC. / Tokyo + WOIL inc. / Tokyo + SHOEI Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Because you move forward.
Category:
Posters / Series
Annual ID:
OS26_DA026M
Award:
2026 Design in Advertising Merit Award
Agency:
BBH USA / New York
Client:
Dunkin' at home
Title:
Iconic Home
Category:
Posters / Series
Annual ID:
OS26_DA027M
Award:
2026 Design in Advertising Merit Award
Agency:
Grey / London
Client:
Stella Artois
Title:
Claustrobars
Category:
Out of Home / Single or Series
Annual ID:
OS26_DA028M
Award:
2026 Design in Advertising Merit Award
Agency:
Ogilvy Canada / Toronto
Client:
TD Bank
Title:
Fractional Window Shopping
Category:
Out of Home / Single or Series
Annual ID:
OS26_DA029M
Award:
2026 Design in Advertising Merit Award
Agency:
FCB / New York + Kimberly-Clark / Chicago + Weber Shandwick / Chicago + Narrative / Los Angeles
Client:
Kimberly Clark Poise
Title:
Drops of Hope
Category:
Service Design / Customer Experience (CX)
Annual ID:
OS26_DA030M
Award:
2026 Design in Advertising Merit Award
Agency:
Wieden+Kennedy / London + THE ABSOLUT GROUP + ProdCo + Time Based Arts / London
Client:
Absolut
Title:
Absolut Tabasco
Category:
Film & Video / Single or Series
Annual ID:
OS26_DA031M
Award:
2026 Design in Advertising Merit Award
Agency:
DAVID / Madrid
Client:
The Coca-Cola Company
Title:
Shades of Red
Category:
B2B Communications
Annual ID:
OS26_DA032M
Award:
2026 Design in Advertising Merit Award
Agency:
CarrefourSA / Istanbul + TBWA\Istanbul
Client:
CarrefourSA
Title:
Ghost Town
Category:
Design for Good
Annual ID:
OS26_DA033M
Award:
2026 Design in Advertising Merit Award
Agency:
de la Cruz - Ogilvy / San Juan + Ogilvy Health / New York
Client:
Alivia Health
Title:
Glowing Relief
Category:
Design for Good
Annual ID:
OS26_DA034M
Award:
2026 Design in Advertising Merit Award
Agency:
DENTSU INC. / Tokyo + WOIL inc. / Tokyo + SHOEI Inc. / Tokyo + ROBOT COMMUNICATIONS INC. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Because you move forward.
Category:
Craft / Art Direction
Annual ID:
OS26_DA035M
Award:
2026 Design in Advertising Merit Award
Agency:
Uncommon Creative Studio / London
Client:
Instagram
Title:
Button
Category:
Craft / Art Direction
Annual ID:
OS26_DA036M
Award:
2026 Design in Advertising Merit Award
Agency:
Uncommon Creative Studio / London
Client:
The Ordinary
Title:
The Periodic Fable
Category:
Craft / Art Direction
Annual ID:
OS26_DA037M
Award:
2026 Design in Advertising Merit Award
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_DA038M
Award:
2026 Design in Advertising Merit Award
Agency:
Wieden+Kennedy Mexico + Victoria / CDMX + Colossal / Curitiba + The Youth / Curitiba
Client:
Cerveza Victoria
Title:
Who’s waiting for you?
Category:
Craft / Illustration
Annual ID:
OS26_DA039M
Award:
2026 Design in Advertising Merit Award
Agency:
DENTSU INC. / Tokyo + Dentsu Creative Pictures Inc. / Tokyo + SEIBIDO Co.,Ltd. / Tokyo
Client:
Japan Aerospace Exploration Agency
Title:
FUELED BY IMAGINATION
Category:
Craft / Illustration
Annual ID:
OS26_DA040M
Award:
2026 Design in Advertising Merit Award
Agency:
The Nine / Shanghai
Client:
Shenzhen Tourism Bureau, China
Title:
Fascinating
Category:
Craft / Photography
Annual ID:
OS26_DA041M
Award:
2026 Design in Advertising Merit Award
Agency:
BBDO Nordics / Stockholm + Dawit Isaak Library / Malmö + Malmö stad / Malmö
Client:
Malmö stad
Title:
The Bound Books Project
Category:
Craft / Printing & Paper Craft
Annual ID:
OS26_DA042M
Award:
2026 Design in Advertising Merit Award
Agency:
Zulu Alpha Kilo / Toronto + Henry of Pelham
Client:
Henry of Pelham
Title:
Developed Through Time
Category:
Craft / Printing & Paper Craft
Annual ID:
OS26_DA043M
Award:
2026 Design in Advertising Merit Award
Agency:
VML / New York + VML / São Paulo
Client:
The Coca-Cola Company / Coca-Cola
Title:
Coca-Cola Classic
Category:
Craft / Printing & Paper Craft
Annual ID:
OS26_DA044M
Award:
2026 Design in Advertising Merit Award
Agency:
VML / São Paulo
Client:
BIC Brasil
Title:
The Shakespeare Bic
Category:
Craft / Printing & Paper Craft
Annual ID:
OS26_DA045M
Award:
2026 Design in Advertising Merit Award
Agency:
Coinbase Creative Studio + Aardman Animations
Client:
Coinbase Creative Studio
Title:
Human Nature
Category:
Craft / Animation
Annual ID:
OS26_DA046M
Award:
2026 Design in Advertising Merit Award
Agency:
Volvo Cars / Goteborg + F&B Happy / Goteborg + Carl Engberg / Goteborg + Dalton Maag / London
Client:
Volvo Cars
Title:
A typeface engineered for safety
Category:
Craft / Typography
Annual ID:
OS26_DA047M
Award:
2026 Design in Advertising Merit Award
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Innovation / New Ideas in Campaign Design
Annual ID:
OS26_DA048M
Award:
2026 Design in Advertising Merit Award
Agency:
LePub / Singapore + LePub / Milan + Heineken / Amsterdam + Heineken Korea / Seoul
Client:
Heineken
Title:
Rooftop Revival
Category:
Innovation / New Ideas in Campaign Design
Annual ID:
OS26_DA049M
Award:
2026 Design in Advertising Merit Award
Agency:
BBDO / New York + Hyundai Motor Company / Seoul + Uncharted Limbo Collective / London
Client:
Hyundai Motor Company
Title:
Tree Correspondents
Category:
Innovation / New Ideas in Campaign Design
Annual ID:
OS26_DA050M
Award:
2026 Design in Advertising Merit Award
Agency:
Buentipo / Bogota
Client:
MUEBLES TUGÓ
Title:
BILLBOARDS THE SIZE OF YOUR HOME
Category:
Innovation / Use of Media in Campaign Design
Annual ID:
OS26_DA051M
Award:
2026 Design in Advertising Merit Award
Agency:
VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Innovation / Use of Media in Campaign Design
Annual ID:
OS26_DA052M
Award:
2026 Design & Branding Merit Award
Agency:
GUT Design / São Paulo + Modelo Cero
Client:
Modelo Cero
Title:
Modelo Cero
Category:
Brand Identity / Logo
Annual ID:
OS26_DE032M
Award:
2026 Design & Branding Merit Award
Agency:
M-N Associates / Ho Chi Minh City
Client:
Quang San Art Museum
Title:
QSAM
Category:
Brand Identity / System
Annual ID:
OS26_DE033M
Award:
2026 Design & Branding Merit Award
Agency:
Scholz & Friends / Vienna + Scholz & Friends / Berlin
Client:
Tiroler Festspiele Erl
Title:
Tiroler Festspiele Erl Brand Design
Category:
Brand Identity / System
Annual ID:
OS26_DE034M
Award:
2026 Design & Branding Merit Award
Agency:
Zulu Alpha Kilo / Vancouver + Destination BC / Vancouver
Client:
Destination BC
Title:
SNBC Iconic Brand Family
Category:
Brand Identity / System
Annual ID:
OS26_DE035M
Award:
2026 Design & Branding Merit Award
Agency:
COLLINS / New York
Client:
OFFF
Title:
OFFF
Category:
Brand Identity / System
Annual ID:
OS26_DE036M
Award:
2026 Design & Branding Merit Award
Agency:
beierarbeit / Bielefeld
Client:
Theater Bielefeld
Title:
Unbelievably Real
Category:
Brand Identity / System
Annual ID:
OS26_DE037M
Award:
2026 Design & Branding Merit Award
Agency:
WorkInProgress / Boulder
Client:
Domino's
Title:
Domino's Global Brand Refresh
Category:
Brand Identity / Rebranding
Annual ID:
OS26_DE038M
Award:
2026 Design & Branding Merit Award
Agency:
Mint Design / Beijing + UCCA Kids / Beijing
Client:
UCCA尤伦斯当代艺术中心
Title:
Where There are Problems, There is Art
Category:
Editorial / Books
Annual ID:
OS26_DE039M
Award:
2026 Design & Branding Merit Award
Agency:
DENTSU INC. / Tokyo + drawrope / Nagoya + Cloud CIRCUS / Tokyo
Client:
Chunichi Shimbun Co.,Ltd.
Title:
Endangered Species AR Bird Watching Newspaper
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS26_DE040M
Award:
2026 Design & Branding Merit Award
Agency:
Jones Knowles Ritchie / London + Studio DRAMA / London
Client:
Heinz
Title:
Heinz Love Letters
Category:
Typography / Typeface Design
Annual ID:
OS26_DE041M
Award:
2026 Design & Branding Merit Award
Agency:
Bedow / Stockholm
Client:
PostNord
Title:
A Century of Sporty Types
Category:
Typography / Static
Annual ID:
OS26_DE042M
Award:
2026 Design & Branding Merit Award
Agency:
Hakuhodo / Tokyo + NIKKEI PRINTING INC. + Shinohara Shiko Ltd.
Client:
Hakuhodo Inc.
Title:
MY KNOWTEBOOK
Category:
Collateral / Booklets, Books & Brochures
Annual ID:
OS26_DE043M
Award:
2026 Design & Branding Merit Award
Agency:
DAVID / Bogotá
Client:
AGUILA
Title:
BRAND OF THE MATCH
Category:
Collateral / Physical Items
Annual ID:
OS26_DE044M
