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
Agency Rankings
McCann / London
Client
Title
Category
Award
Points
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Innovation in Branded Entertainment
Points: 25.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Promotional Items / Booklets & Brochures
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Cross-Channel UX / UI / Digital / Physical
Points: 15.0
40,000 Strong
Agency: McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London
Client: Help for Heroes
Category: Experiential & Installations / Brand Installations
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Integrated Campaign
Points: 15.0
The Non-Issue
Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London
Client: L'Oréal Paris
Category: Co-Promotions
Points: 10.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Co-Promotions
Points: 10.0
40,000 Strong
Agency: McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London
Client: Help for Heroes
Category: Out of Home / Brand Installations
Points: 10.0
My Carer
Agency: McCann / London + McCann Europe / London + MRM//McCann / Frankfurt + Skilled.app / London
Client: Alzheimer's Society
Category: Digital & Online / Use of Smart Devices & Voice Assistants
Points: 10.0
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client: Vice UK
Category: Targeted Video / Targeted Online Video
Points: 10.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Brand Transformation
Points: 2.0
The Non-Issue
Agency: McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London
Client: L'Oréal Paris
Category: Editorial / Magazines & Newspapers
Points: 2.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Integrated Digital & Physical Product
Points: 2.0
Everyday Escape
Agency: McCann / London + Craft/McCann / London + MRM//McCann / London + Microsoft / Reading
Client: Xbox / Microsoft
Category: Billboards & Transit / Dynamic Billboards & Transit
Points: 2.0
40,000 Strong
Agency: McCann / London + McCann Enterprise / London + Eight Engines / Manchester + Facebook / London
Client: Help for Heroes
Category: Brand Installations
Points: 2.0
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client: Vice UK
Category: Stunts & Activations
Points: 2.0
My Carer
Agency: McCann / London + McCann Europe / London + MRM//McCann / Frankfurt + Skilled.app / London
Client: Alzheimer's Society
Category: Use of Smart Devices & Voice Assistants
Points: 2.0
LoFI Beats Suicide
Agency: McCann / London + Vice UK / London + College Music / Reading + Craft/McCann / London
Client: Vice UK
Category: Direct Marketing
Points: 2.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Innovation in Branded Entertainment
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Promotional Items / Booklets & Brochures
Award:
2020 Print Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Cross-Channel UX / UI / Digital / Physical
Award:
2020 Digital Craft Silver Pencil
Points:
15.0
Client:
Help for Heroes
Title:
40,000 Strong
Category:
Experiential & Installations / Brand Installations
Award:
2020 Out of Home Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Campaign
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
L'Oréal Paris
Title:
The Non-Issue
Category:
Co-Promotions
Award:
2020 Public Relations Bronze Pencil
Points:
10.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Co-Promotions
Award:
2020 Integrated Bronze Pencil
Points:
10.0
Client:
Help for Heroes
Title:
40,000 Strong
Category:
Out of Home / Brand Installations
Award:
2020 Design Bronze Pencil
Points:
10.0
Client:
Alzheimer's Society
Title:
My Carer
Category:
Digital & Online / Use of Smart Devices & Voice Assistants
Award:
2020 Direct Marketing Bronze Pencil
Points:
10.0
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Targeted Video / Targeted Online Video
Award:
2020 Direct Marketing Bronze Pencil
Points:
10.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Brand Transformation
Award:
2020 Integrated Merit Award
Points:
2.0
Client:
L'Oréal Paris
Title:
The Non-Issue
Category:
Editorial / Magazines & Newspapers
Award:
2020 Design Merit Award
Points:
2.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Digital & Physical Product
Award:
2020 IP & Products Merit Award
Points:
2.0
Client:
Xbox / Microsoft
Title:
Everyday Escape
Category:
Billboards & Transit / Dynamic Billboards & Transit
Award:
2020 Out of Home Merit Award
Points:
2.0
Client:
Help for Heroes
Title:
40,000 Strong
Category:
Brand Installations
Award:
2020 Experiential & Immersive Merit Award
Points:
2.0
Client:
Vice UK
Title:
LoFI Beats Suicide
Category:
Stunts & Activations
Award:
2020 Social Media Merit Award
Points:
2.0
Client:
Alzheimer's Society
Title:
My Carer
Category:
Use of Smart Devices & Voice Assistants
Award:
2020 Digital Craft Merit Award
Points:
2.0