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
BATTLEFIELD 6: Destruction Receipts
Agency: Sid Lee + Electronic Arts & Battlefield Studios
Client: Electronic Arts & Battlefield Studios Category: Creative Use of Data
Hello Humpback
Agency: Target / St. John's + Newfoundland and Labrador Tourism / St. John's
Client: Newfoundland and Labrador Tourism Category: Creative Use of Data
Curry on Curry
Agency: Google Creative Team / Mountain View
Client: Google Category: Creative Use of Data
The Thrift That Got Away
Agency: BarkleyOKRP / Kansas City
Client: The Salvation Army Thrift Store Category: Creative Use of Data
Air Raid Alarm Clock
Agency: Officer & Gentleman / Madrid + Arriba! / Kharkiv + Fabs Robotics / Madrid + Razom for Ukraine / New York City
Client: Razom for Ukraine Category: Creative Use of Data
TAILOR TEST
Agency: Leo India / Mumbai + ACKO General Insurance Ltd / Bangalore + Minikin DGWorks / Bangalore
Client: ACKO General Insurance Ltd Category: Creative Use of Data
Breastmilk Money
Agency: SERVICEPLAN GERMANY / Munich
Client: Herconomy Category: Creative Use of Data
Health Tracker
Agency: VML Argentina / Buenos Aires + Oruga Films / Buenos Aires
Client: Elea Laboratories Category: Creative Use of Data
Award:
2026 Creative Use of AI Merit Award
Agency:
Sid Lee + Electronic Arts & Battlefield Studios
Client:
Electronic Arts & Battlefield Studios
Title:
BATTLEFIELD 6: Destruction Receipts
Category:
Creative Use of Data
Annual ID:
OS26_AI012M
Award:
2026 Creative Use of AI Merit Award
Agency:
Target / St. John's + Newfoundland and Labrador Tourism / St. John's
Client:
Newfoundland and Labrador Tourism
Title:
Hello Humpback
Category:
Creative Use of Data
Annual ID:
OS26_AI013M
Award:
2026 Creative Use of AI Merit Award
Agency:
R/GA Argentina
Client:
AB InBev
Title:
TaDa Abandoned Nights
Category:
Creative Use of Data
Annual ID:
OS26_AI014M
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Google Creative Team / Mountain View
Client:
Google
Title:
Curry on Curry
Category:
Creative Use of Data
Annual ID:
OS26_BS033M
Award:
2026 Creative Use of Technology Merit Award
Agency:
BarkleyOKRP / Kansas City
Client:
The Salvation Army Thrift Store
Title:
The Thrift That Got Away
Category:
Creative Use of Data
Annual ID:
OS26_CT017M
Award:
2026 Creative Use of Technology Merit Award
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:
Creative Use of Data
Annual ID:
OS26_CT018M
Award:
2026 Health & Wellness Merit Award
Agency:
Leo India / Mumbai + ACKO General Insurance Ltd / Bangalore + Minikin DGWorks / Bangalore
Client:
ACKO General Insurance Ltd
Title:
TAILOR TEST
Category:
Creative Use of Data
Annual ID:
OS26_HW029M
Award:
2026 Interactive, Online & Mobile Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Creative Use of Data
Annual ID:
OS26_IN023M
Award:
2026 Pharma Merit Award
Agency:
VML Argentina / Buenos Aires + Oruga Films / Buenos Aires
Client:
Elea Laboratories
Title:
Health Tracker
Category:
Creative Use of Data
Annual ID:
OS26_PH017M