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
Client Rankings
microsoft
Client
Title
Category
Award
Points
An Empowering Partnership
Agency: McCann / New York + McCann Worldgroup + Microsoft / Seattle
Client: Microsoft
Category: Penta Pencil
Points: 75.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Design
Points: 50.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Games / Digital & Physical
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: 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: Innovation in Branded Entertainment
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: CMO Pencil
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Design
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Non-traditional & Guerrilla Marketing
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Experiential
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Products
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Health & Wellness
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Brand Transformation
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Physical Product
Points: 25.0
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
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Branding / Branded Item
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
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Reputation Management
Points: 15.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Promotional Items / Booklets & Brochures
Points: 15.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Packaging / Specialty
Points: 10.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Integrated Branding Campaign
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
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Cultural Driver
Points: 2.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Responsive Environments
Points: 2.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Packaging
Points: 2.0
Microsoft and Netflix: A Big Strange Partnership
Agency: CMD / Portland + Wasserman Media Group / Los Angeles
Client: Microsoft
Category: Integrated Branding Campaign
Points: 2.0
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft
Category: Brand Transformation
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
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Community Building
Points: 2.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Sustainable Development Goals
Points: 2.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Influencer Marketing / Single Channel
Points: 2.0
Client:
Microsoft
Title:
An Empowering Partnership
Category:
Penta Pencil
Award:
2020 Penta Pencil Penta Pencil
Points:
75.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Award:
2020 Design Best of Discipline Pencil
Points:
50.0
Client:
Microsoft
Title:
Changing the Game
Category:
Games / Digital & Physical
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Branded Entertainment
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Innovation in Branded Entertainment
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
CMO Pencil
Award:
2020 CMO Pencil CMO Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Award:
2020 Design Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Non-traditional & Guerrilla Marketing
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Experiential
Award:
2020 Experiential & Immersive Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Products
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Health & Wellness
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Brand Transformation
Award:
2020 Integrated Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Physical Product
Award:
2020 IP & Products Gold Pencil
Points:
25.0
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:
Microsoft
Title:
Changing the Game
Category:
Branding / Branded Item
Award:
2020 Design 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:
Microsoft
Title:
Changing the Game
Category:
Reputation Management
Award:
2020 Public Relations Silver Pencil
Points:
15.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Promotional Items / Booklets & Brochures
Award:
2020 Print Silver Pencil
Points:
15.0
Client:
Microsoft
Title:
Changing the Game
Category:
Packaging / Specialty
Award:
2020 Design Bronze Pencil
Points:
10.0
Client:
Microsoft
Title:
Changing the Game
Category:
Integrated Branding Campaign
Award:
2020 Integrated 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:
Microsoft
Title:
Changing the Game
Category:
Cultural Driver
Award:
2020 Cultural Driver Merit Award
Points:
2.0
Client:
Microsoft
Title:
Changing the Game
Category:
Responsive Environments
Award:
2020 Experiential & Immersive Merit Award
Points:
2.0
Client:
Microsoft
Title:
Changing the Game
Category:
Packaging
Award:
2020 Health, Wellness & Pharma Merit Award
Points:
2.0
Client:
Microsoft
Title:
Microsoft and Netflix: A Big Strange Partnership
Category:
Integrated Branding Campaign
Award:
2020 Integrated Merit Award
Points:
2.0
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Brand Transformation
Award:
2020 Integrated 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:
Microsoft
Title:
Changing the Game
Category:
Community Building
Award:
2020 Public Relations Merit Award
Points:
2.0
Client:
Microsoft
Title:
Changing the Game
Category:
Sustainable Development Goals
Award:
2020 Sustainable Development Goals Pencil Merit Award
Points:
2.0