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.
Learn more about The One Show 2026
Year
#
One Show
Most Awarded Work Rankings
Client
Title
Category
Award
Points
Teddy Gun
Agency: FCB / Chicago
Client: Illinois Council Against Handgun Violence
Category: Guerrilla Marketing
Points: 2.0
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors
Category: Craft / Art Direction - Single or Campaign
Points: 2.0
Trash Isles
Agency: AMV BBDO / London + LADbible / London
Client: LADbible & Plastic Ocean
Category: Guerrilla Marketing
Points: 2.0
#Blood Normal Underwear
Agency: AMV BBDO / London + Anais Albar / Paris + Dessu / Paris
Client: Essity Libresse Bodyform
Category: Guerrilla Marketing
Points: 2.0
#Blood Normal Pad
Agency: AMV BBDO / London + Fraser Muggeridge Studio / London
Client: Essity Libresse Bodyform
Category: Guerrilla Marketing
Points: 2.0
Unsuccessful ticket sample
Agency: INGO / Stockholm
Client: Folkoperan
Category: Guerrilla Marketing
Points: 2.0
Safe Cap
Agency: GTB Brasil / São Paulo
Client: Ford Motor Company
Category: Guerrilla Marketing
Points: 2.0
Sweet Change
Agency: McCann Worldgroup India / Mumbai
Client: Paytm
Category: Guerrilla Marketing
Points: 2.0
The Biggest Sports Endorsement Deal of All Time
Agency: FCB / Chicago
Client: Archer+Wolf, LLC
Category: Guerrilla Marketing
Points: 2.0
Unseen Stars
Agency: BBDO / New York + ObscuraDigital
Client: GE
Category: Craft / Art Direction - Single or Campaign
Points: 2.0
The Immunity Charm
Agency: McCann Worldgroup India / Mumbai + McCann Health / Delhi
Client: Ministry of Public Health, Afghanistan
Category: Guerrilla Marketing
Points: 2.0
Search
Agency: We Are Unlimited / Chicago + DDB, New York / New York
Client: McDonald's Corporation
Category: Digital / Social Media & Viral Marketing - Campaign
Points: 2.0
The World's First Baby Marathon
Agency: Ogilvy / Johannesburg
Client: Kimberly-Clark (Huggies)
Category: Digital / Social Media & Viral Marketing - Campaign
Points: 2.0
Responsibly the beer
Agency: McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Craft / London + Think Cattleya / Milan
Client: Ubrew
Category: Digital / Social Media & Viral Marketing - Campaign
Points: 2.0
Music Liberates Music
Agency: BBDO / New York + PhantoscopicLtd
Client: Bacardi
Category: Digital / Social Media & Viral Marketing - Campaign
Points: 2.0
Say It Tika
Agency: FCB New Zealand / Auckland & Wellington
Client: Vodafone New Zealand
Category: Digital / Social Media & Viral Marketing - Single
Points: 2.0
Live Moment of Silence
Agency: BBDO / New York
Client: Sandy Hook Promise
Category: Digital / Social Media & Viral Marketing - Single
Points: 2.0
One Book For Peace
Agency: Y&R / Dubai
Client: Interreligious Council in Bosnia & Herzegovina
Category: Print / Flat & Dimensional
Points: 2.0
YOURNALIST
Agency: The Cyranos // McCann / Barcelona + Xavi's Lab // Glassworks / Barcelona + Oxígeno / Barcelona
Client: EITB - Euskal Irrati Telebista
Category: Craft / Data-Driven Personalization - Single or Campaign
Points: 2.0
Make Your Next Move
Agency: JohnXHannes / New York + Squarespace / New York + Smuggler / New York
Client: Squarespace
Category: Innovation in Direct
Points: 2.0
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions
Category: Innovation in Direct
Points: 2.0
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland
Category: Innovation in Direct
Points: 2.0
The Hearing Test in Disguise
Agency: CHE Proximity / Australia + Revolver/Will O'Rourke / Sydney
Client: Cochlear
Category: Innovation in Direct
Points: 2.0
IKEA Pee Ad
Agency: Akestam Holst / Stockholm
Client: IKEA Sweden
Category: Innovation in Direct
Points: 2.0
The Original Brushes of Edvard Munch
Agency: Abby Priest / Stockholm
Client: Adobe
Category: Innovation in Direct
Points: 2.0
Fearless Girl
Agency: McCann / New York + Visbal Sculpture, Inc / Delaware + Traction Creative / New York
Client: State Street Global Advisors
Category: Innovation in Direct
Points: 2.0
Swear Like a Mother
Agency: CP+B / Boulder + Hungry Man / New York
Client: Kraft Heinz
Category: Digital / Social Media & Viral Marketing - Single
Points: 2.0
Anonymous Friend
Agency: J.Walter Thompson / Sao Paulo
Client: Alcoholics Anonymous
Category: Craft / Data-Driven Personalization - Single or Campaign
Points: 2.0
NEIGHBORHOODS
Agency: GOOD / Moscow + Hype production / Moscow + Dentsu Smart / Moscow + Segmento / Moscow
Client: Sberbank of Russia
Category: Craft / Data-Driven Personalization - Single or Campaign
Points: 2.0
#Whatmakesgreat
Agency: Ogilvy UK / London
Client: IBM
Category: Craft / Use of Digital Technology - Single or Campaign
Points: 2.0
JFK - Unsilenced
Agency: Rothco | Accenture Interactive / Dublin
Client: The Times/News UK and Ireland
Category: Craft / Use of Digital Technology - Single or Campaign
Points: 2.0
The Colour of Corruption
Agency: GREY / SAO PAULO + GREY / LATAM + GREY / -
Client: Reclame Aqui
Category: Craft / Use of Digital Technology - Single or Campaign
Points: 2.0
The Edible Business Card
Agency: Geometry Global Japan / Tokyo
Client: Saga City
Category: Craft / Printing / Production - Single or Campaign
Points: 2.0
Weight Tag
Agency: AC mcgarrybowen / Mexico City + Americhip / Mexico City
Client: Samsonite
Category: Craft / Printing / Production - Single or Campaign
Points: 2.0
The Book of Rock
Agency: AlmapBBDO / São Paulo
Client: Kiss FM
Category: Craft / Art Direction - Single or Campaign
Points: 2.0
Libé des réfugiés
Agency: FF / PARIS
Client: Libération
Category: Print / Flat & Dimensional
Points: 2.0
IKEA´s response to Balenciaga
Agency: ACNE / Stockholm + Ikea Creative Hub / Stockholm
Client: IKEA
Category: Digital / Social Media & Viral Marketing - Single
Points: 2.0
Volvo Survivor Sales Agents
Agency: We Believers / New York
Client: Volvo North Miami
Category: Ambient Media / Experiential & Installations
Points: 2.0
THE VIRTUAL CRASH BILLBOARD
Agency: SERVICEPLAN FRANCE / Courbevoie + TRINITY FILMS / Courbevoie + COMPTOIR DU SON / Paris
Client: DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Category: Ambient Media / Experiential & Installations
Points: 2.0
Dead Whale
Agency: Dentsu Jayme Syfu / Makati City
Client: Greenpeace Philippines
Category: Ambient Media / Experiential & Installations
Points: 2.0
Break Bread Smash Stigma
Agency: Bensimon Byrne / Toronto + Narrative / Toronto + OneMethod / Toronto
Client: Casey House
Category: Ambient Media / Experiential & Installations
Points: 2.0
The right vegetables
Agency: Romance / Paris
Client: Intermarché
Category: Ambient Media / Billboards & Transit - Campaign
Points: 2.0
Fight for Territory
Agency: DDB Group New Zealand / Auckland
Client: Lion
Category: Ambient Media / Billboards & Transit - Campaign
Points: 2.0
LLORENTE - The Unframed Story
Agency: DDB WORLDWIDE COLOMBIA / BOGOTA
Client: CANON COLOMBIA
Category: Ambient Media / P.O.P. & In-Store - Single
Points: 2.0
Bulletproof Posters
Agency: Ogilvy & Mather / Chicago
Client: Americans for Responsible Solutions
Category: Ambient Media / Experiential & Installations
Points: 2.0
Never Unsanitary Pads
Agency: Joe Public (Pty) Ltd / Bryanston
Client: One School At A Time
Category: Print / Flat & Dimensional
Points: 2.0
The Refugee Résumé
Agency: Jung von Matt / Hamburg
Client: Social-Bee
Category: Print / Flat & Dimensional
Points: 2.0
Skolors
Agency: F/Nazca Saatchi & Saatchi / São Paulo
Client: Skol
Category: Print / Flat & Dimensional
Points: 2.0
Client:
Illinois Council Against Handgun Violence
Title:
Teddy Gun
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Craft / Art Direction - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
LADbible & Plastic Ocean
Title:
Trash Isles
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Underwear
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Essity Libresse Bodyform
Title:
#Blood Normal Pad
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
HONDA
Title:
#hondanextdoor
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Folkoperan
Title:
Unsuccessful ticket sample
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Ford Motor Company
Title:
Safe Cap
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Paytm
Title:
Sweet Change
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Archer+Wolf, LLC
Title:
The Biggest Sports Endorsement Deal of All Time
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
GE
Title:
Unseen Stars
Category:
Craft / Art Direction - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Ministry of Public Health, Afghanistan
Title:
The Immunity Charm
Category:
Guerrilla Marketing
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
McDonald's Corporation
Title:
Search
Category:
Digital / Social Media & Viral Marketing - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Kimberly-Clark (Huggies)
Title:
The World's First Baby Marathon
Category:
Digital / Social Media & Viral Marketing - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Ubrew
Title:
Responsibly the beer
Category:
Digital / Social Media & Viral Marketing - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Bacardi
Title:
Music Liberates Music
Category:
Digital / Social Media & Viral Marketing - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Vodafone New Zealand
Title:
Say It Tika
Category:
Digital / Social Media & Viral Marketing - Single
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Sandy Hook Promise
Title:
Live Moment of Silence
Category:
Digital / Social Media & Viral Marketing - Single
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Interreligious Council in Bosnia & Herzegovina
Title:
One Book For Peace
Category:
Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
EITB - Euskal Irrati Telebista
Title:
YOURNALIST
Category:
Craft / Data-Driven Personalization - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Squarespace
Title:
Make Your Next Move
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Cochlear
Title:
The Hearing Test in Disguise
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
IKEA Sweden
Title:
IKEA Pee Ad
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Adobe
Title:
The Original Brushes of Edvard Munch
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
AXA Polska
Title:
Smart Bell
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
State Street Global Advisors
Title:
Fearless Girl
Category:
Innovation in Direct
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Kraft Heinz
Title:
Swear Like a Mother
Category:
Digital / Social Media & Viral Marketing - Single
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Alcoholics Anonymous
Title:
Anonymous Friend
Category:
Craft / Data-Driven Personalization - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Sberbank of Russia
Title:
NEIGHBORHOODS
Category:
Craft / Data-Driven Personalization - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
IBM
Title:
#Whatmakesgreat
Category:
Craft / Use of Digital Technology - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
The Times/News UK and Ireland
Title:
JFK - Unsilenced
Category:
Craft / Use of Digital Technology - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Reclame Aqui
Title:
The Colour of Corruption
Category:
Craft / Use of Digital Technology - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Saga City
Title:
The Edible Business Card
Category:
Craft / Printing / Production - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Samsonite
Title:
Weight Tag
Category:
Craft / Printing / Production - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Kiss FM
Title:
The Book of Rock
Category:
Craft / Art Direction - Single or Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Libération
Title:
Libé des réfugiés
Category:
Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
IKEA
Title:
IKEA´s response to Balenciaga
Category:
Digital / Social Media & Viral Marketing - Single
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Volvo North Miami
Title:
Volvo Survivor Sales Agents
Category:
Ambient Media / Experiential & Installations
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
DRIEA / PARISIAN ROAD SAFETY AUTHORITY
Title:
THE VIRTUAL CRASH BILLBOARD
Category:
Ambient Media / Experiential & Installations
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Greenpeace Philippines
Title:
Dead Whale
Category:
Ambient Media / Experiential & Installations
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Casey House
Title:
Break Bread Smash Stigma
Category:
Ambient Media / Experiential & Installations
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Intermarché
Title:
The right vegetables
Category:
Ambient Media / Billboards & Transit - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Lion
Title:
Fight for Territory
Category:
Ambient Media / Billboards & Transit - Campaign
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
CANON COLOMBIA
Title:
LLORENTE - The Unframed Story
Category:
Ambient Media / P.O.P. & In-Store - Single
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Americans for Responsible Solutions
Title:
Bulletproof Posters
Category:
Ambient Media / Experiential & Installations
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
One School At A Time
Title:
Never Unsanitary Pads
Category:
Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Social-Bee
Title:
The Refugee Résumé
Category:
Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Points:
2.0
Client:
Skol
Title:
Skolors
Category:
Print / Flat & Dimensional
Award:
2018 Direct Marketing Merit Award
Points:
2.0
