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
Country Rankings
United Kingdom
Client
Title
Category
Award
Points
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Best of Public Relations
Points: 90.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Best of Gaming
Points: 90.00
The Move to -15
Agency: Edelman / London
Client: DP World
Category: Sustainable Development Goals
Points: 90.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Games / Gaming
Points: 45.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Community Building
Points: 45.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Use of Gaming as a Tool
Points: 45.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Innovation / New Ideas in Gaming
Points: 45.00
Never Just A Period
Agency: AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client: Essity /Bodyform
Category: Editing / Single
Points: 45.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Integrated / Omnichannel Campaign
Points: 45.00
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2
Category: Branded AI / Campaign
Points: 45.00
A Life in Sound
Agency: Uncommon Creative Studio / London + SiriusXM / New York
Client: SiriusXM
Category: Use of Licensed Music
Points: 22.50
When You’ve Done Enough - Evil’d Enough
Agency: Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client: Uber/Uber Eats
Category: Casting / Actor
Points: 22.50
If you're into it, it's in the V&A
Agency: adam&eveDDB / London + Victoria & Albert Museum
Client: Victoria & Albert Museum
Category: Physical Items
Points: 21.00
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB
Category: Content at the Speed of Culture
Points: 21.00
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways
Category: Billboards & Transit / Series
Points: 21.00
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways
Category: Craft / Art Direction
Points: 21.00
Never Just A Period
Agency: AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client: Essity /Bodyform
Category: Music Adaptation / Instrumental
Points: 21.00
Paralympics 2024 - Considering What?
Agency: Factory Studios / London + SIREN / London + 4creative / London + Work Editorial
Client: Channel 4
Category: Sound Design
Points: 21.00
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX
Category: Game Marketing
Points: 21.00
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Tenthree / London + Smuggler / London
Client: Essity /Bodyform
Category: Film & Video
Points: 21.00
Squad Up
Agency: Uncommon Creative Studio / London + Supercell
Client: Supercell
Category: Casting / Celebrity / Influencer
Points: 21.00
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2
Category: Technology for Good
Points: 21.00
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2
Category: Creative Use of Data
Points: 21.00
Anatomy of a Champion
Agency: KO Music / Manchester + FIGS / Santa Monica + Mother / London + ProdCo / London
Client: FIGS
Category: Music Adaptation / Song
Points: 15.75
Hey Jude
Agency: Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client: adidas
Category: Social Post / Single
Points: 11.25
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + Nexus Studios / London + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland
Client: Mars NZ
Category: Innovation / Use of Media in Creative Use of Data
Points: 11.25
When You’ve Done Enough - Evil’d Enough
Agency: Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client: Uber/Uber Eats
Category: Direction / Single
Points: 10.50
Every Sauce
Agency: Wieden+Kennedy / London + The Kraft Heinz Company / London + NOT Wieden+Kennedy / London + WracK / London
Client: Heinz
Category: Stunts & Activations
Points: 9.00
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX
Category: Brand Partnerships
Points: 9.00
Waylon
Agency: adam&eveDDB / London + IAMS
Client: IAMS
Category: Events & Experiential
Points: 9.00
Bundles of Joy
Agency: BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client: Burger King UK
Category: Popular Culture Impact
Points: 9.00
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways
Category: Craft / Photography
Points: 9.00
Respect
Agency: AMVBBDO / London + Soundtree / London + Untold Studios / London + Somesuch / London
Client: RSPCA
Category: Music Adaptation / Song
Points: 9.00
Never Just A Period
Agency: AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client: Essity /Bodyform
Category: Sound Design
Points: 9.00
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2
Category: Craft / Use of Technology - AI
Points: 9.00
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch
Category: Products
Points: 9.00
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Smuggler / London + Soundtree / London
Client: Essity /Bodyform
Category: TV, VOD, & Online / Over 90 Seconds - Single
Points: 9.00
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Smuggler / London + Soundtree / London
Client: Essity /Bodyform
Category: Direction / Single
Points: 9.00
Bundles of Joy
Agency: BBH / London + Magna Studios / London + ELMNTL + Black Sheep Music
Client: Burger King UK
Category: Integrated / Omnichannel Campaign
Points: 9.00
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2
Category: Use of AI / Writing
Points: 9.00
Paris Paralympics: 2024 Considering What
Agency: Biscuit Filmworks + Revolver + 4creative / London
Client: Channel 4
Category: TV, VOD, & Online / Over 90 Seconds - Single
Points: 7.00
Paris Paralympics: 2024 Considering What
Agency: Biscuit Filmworks + Revolver + 4creative / London
Client: Channel 4
Category: Editing / Single
Points: 7.00
Unsilence the Crowd
Agency: Sela X Newcastle United / Jeddah + VML UK / London + Spectacle Partners / London + CuteCircuit / London
Client: Sela
Category: Craft / Use of Technology
Points: 6.75
Feliz St Patrick's Day
Agency: Wieden+Kennedy / London + Pernod Ricard / Stockholm + WracK / London
Client: Kahlúa
Category: Creative Effectiveness / Beverages - Alcoholic Drinks
Points: 6.00
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ
Category: Innovation / Execution in Direct Marketing
Points: 5.25
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland + Nexus Studios / London
Client: Mars NZ
Category: Out of Home for Good
Points: 5.25
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Public Relations
Award:
2025 Public Relations Best of Discipline Pencil
Points:
90.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Gaming
Award:
2025 Gaming Best of Discipline Pencil
Points:
90.00
Client:
DP World
Title:
The Move to -15
Category:
Sustainable Development Goals
Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Points:
90.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Games / Gaming
Award:
2025 Branded Entertainment Gold Pencil
Points:
45.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Award:
2025 Public Relations Gold Pencil
Points:
45.00
Client:
Netflix
Title:
You're Not Ready
Category:
Sound Mixing
Award:
2025 Music & Sound Craft Gold Pencil
Points:
45.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Use of Gaming as a Tool
Award:
2025 Gaming Gold Pencil
Points:
45.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Innovation / New Ideas in Gaming
Award:
2025 Gaming Gold Pencil
Points:
45.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Editing / Single
Award:
2025 Moving Image Craft & Production Gold Pencil
Points:
45.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Integrated / Omnichannel Campaign
Award:
2025 Integrated / Omnichannel Gold Pencil
Points:
45.00
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Branded AI / Campaign
Award:
2025 Creative Use of AI Gold Pencil
Points:
45.00
Client:
SiriusXM
Title:
A Life in Sound
Category:
Use of Licensed Music
Award:
2025 Music & Sound Craft Gold Pencil
Points:
22.50
Client:
Uber/Uber Eats
Title:
When You’ve Done Enough - Evil’d Enough
Category:
Casting / Actor
Award:
2025 Moving Image Craft & Production Gold Pencil
Points:
22.50
Client:
Victoria & Albert Museum
Title:
If you're into it, it's in the V&A
Category:
Physical Items
Award:
2025 Direct Marketing Silver Pencil
Points:
21.00
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Content at the Speed of Culture
Award:
2025 Cultural Driver Silver Pencil
Points:
21.00
Client:
British Airways
Title:
Windows
Category:
Billboards & Transit / Series
Award:
2025 Out of Home Silver Pencil
Points:
21.00
Client:
British Airways
Title:
Windows
Category:
Craft / Art Direction
Award:
2025 Out of Home Silver Pencil
Points:
21.00
Client:
FIGS
Title:
Anatomy Of A Champion
Category:
Sound Editing
Award:
2025 Music & Sound Craft Silver Pencil
Points:
21.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Music Adaptation / Instrumental
Award:
2025 Music & Sound Craft Silver Pencil
Points:
21.00
Client:
Channel 4
Title:
Paralympics 2024 - Considering What?
Category:
Sound Design
Award:
2025 Music & Sound Craft Silver Pencil
Points:
21.00
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Game Marketing
Award:
2025 Gaming Silver Pencil
Points:
21.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Film & Video
Award:
2025 Health & Wellness Silver Pencil
Points:
21.00
Client:
Supercell
Title:
Squad Up
Category:
Casting / Celebrity / Influencer
Award:
2025 Moving Image Craft & Production Silver Pencil
Points:
21.00
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Technology for Good
Award:
2025 Creative Use of Technology Silver Pencil
Points:
21.00
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Creative Use of Data
Award:
2025 Creative Use of Technology Silver Pencil
Points:
21.00
Client:
FIGS
Title:
Anatomy of a Champion
Category:
Music Adaptation / Song
Award:
2025 Music & Sound Craft Silver Pencil
Points:
15.75
Client:
adidas
Title:
Hey Jude
Category:
Social Post / Single
Award:
2025 Social Media Gold Pencil
Points:
11.25
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Innovation / Use of Media in Creative Use of Data
Award:
2025 Creative Use of Data Gold Pencil
Points:
11.25
Client:
Uber/Uber Eats
Title:
When You’ve Done Enough - Evil’d Enough
Category:
Direction / Single
Award:
2025 Moving Image Craft & Production Silver Pencil
Points:
10.50
Client:
Heinz
Title:
Every Sauce
Category:
Stunts & Activations
Award:
2025 Social Media Bronze Pencil
Points:
9.00
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Award:
2025 Public Relations Bronze Pencil
Points:
9.00
Client:
IAMS
Title:
Waylon
Category:
Events & Experiential
Award:
2025 Public Relations Bronze Pencil
Points:
9.00
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Popular Culture Impact
Award:
2025 Cultural Driver Bronze Pencil
Points:
9.00
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Posters / Series
Award:
2025 Out of Home Bronze Pencil
Points:
9.00
Client:
British Airways
Title:
Windows
Category:
Craft / Photography
Award:
2025 Out of Home Bronze Pencil
Points:
9.00
Client:
RSPCA
Title:
Respect
Category:
Music Adaptation / Song
Award:
2025 Music & Sound Craft Bronze Pencil
Points:
9.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Sound Design
Award:
2025 Music & Sound Craft Bronze Pencil
Points:
9.00
Client:
Dove/Unilever
Title:
Code My Crown
Category:
Gaming for Good
Award:
2025 Gaming Bronze Pencil
Points:
9.00
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Craft / Use of Technology - AI
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Points:
9.00
Client:
EarSwitch
Title:
Airquity
Category:
Products
Award:
2025 Pharma Bronze Pencil
Points:
9.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Award:
2025 Film & Video Bronze Pencil
Points:
9.00
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Direction / Single
Award:
2025 Moving Image Craft & Production Bronze Pencil
Points:
9.00
Client:
Burger King UK
Title:
Bundles of Joy
Category:
Integrated / Omnichannel Campaign
Award:
2025 Integrated / Omnichannel Bronze Pencil
Points:
9.00
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Use of AI / Writing
Award:
2025 Creative Use of Technology Bronze Pencil
Points:
9.00
Client:
Channel 4
Title:
Paris Paralympics: 2024 Considering What
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Award:
2025 Film & Video Silver Pencil
Points:
7.00
Client:
Channel 4
Title:
Paris Paralympics: 2024 Considering What
Category:
Editing / Single
Award:
2025 Moving Image Craft & Production Silver Pencil
Points:
7.00
Client:
Sela
Title:
Unsilence the Crowd
Category:
Craft / Use of Technology
Award:
2025 Branded Entertainment Bronze Pencil
Points:
6.75
Client:
Kahlúa
Title:
Feliz St Patrick's Day
Category:
Creative Effectiveness / Beverages - Alcoholic Drinks
Award:
2025 Creative Effectiveness Bronze Pencil
Points:
6.00
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Innovation / Execution in Direct Marketing
Award:
2025 Direct Marketing Silver Pencil
Points:
5.25
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Out of Home for Good
Award:
2025 Out of Home Silver Pencil
Points:
5.25
