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.
Year
#
One Show
Network Rankings
GroupM
Client
Title
Category
Award
Points
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Best of Out of Home
Points: 45.00
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Magazine / Series
Points: 22.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Billboards & Transit / Series
Points: 22.50
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa
Category: Commerce
Points: 10.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Craft / Use of Humor
Points: 10.50
Ford x Google Maps
Agency: Wieden+Kennedy / New York + Google + WPP Media + Artemis Strategies
Client: Ford
Category: Brand Partnerships
Points: 10.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Out of Home
Points: 10.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Craft / Use of Humor
Points: 10.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Craft / Photography
Points: 4.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Out of Home / Billboards & Transit
Points: 4.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Craft / Art Direction
Points: 4.50
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA
Category: Online & Mobile
Points: 4.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Posters / Series
Points: 4.50
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat
Category: Craft / Photography
Points: 4.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Craft / Use of Technology
Points: 4.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Craft / Use of Technology
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: AI Craft / Art & Visual Design
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Use of AI / Visuals
Points: 1.50
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA
Category: Technology as a Creative Tool
Points: 1.50
Ford x Google Maps
Agency: Wieden+Kennedy / New York + Google + WPP Media + Artemis Strategies
Client: Ford
Category: Brand Partnerships
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Innovation / Use of Media in Campaign Design
Points: 1.50
Not every smile starts as a smile
Agency: VML / Paris + Wavemaker / London + BIRTH Productions / Paris
Client: Colgate
Category: Magazine / Series
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Billboards & Transit / Series
Points: 1.50
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa
Category: Direct Marketing for Good
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Craft / Art Direction
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Innovation / Use of Media in Direct Marketing
Points: 1.50
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa
Category: Innovation / Use of Media in Direct Marketing
Points: 1.50
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA
Category: Physical Products
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Innovation / Use of Media in Health & Wellness
Points: 1.50
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA
Category: Direct Marketing
Points: 1.50
The Hidden Eye Test
Agency: VML / Sydney + 1001 Optometry / Sydney + Wavemaker / Sydney + Burson / Sydney
Client: 1001 Optometry
Category: Integration of AI
Points: 1.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Best of Out of Home
Award:
2026 Out of Home Best of Discipline Pencil
Points:
45.00
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Magazine / Series
Award:
2026 Print & Promotional Gold Pencil
Points:
22.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Billboards & Transit / Series
Award:
2026 Out of Home Gold Pencil
Points:
22.50
Client:
TaTa
Title:
The Rewards Bag
Category:
Commerce
Award:
2026 Direct Marketing Silver Pencil
Points:
10.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Use of Humor
Award:
2026 Print & Promotional Silver Pencil
Points:
10.50
Client:
Ford
Title:
Ford x Google Maps
Category:
Brand Partnerships
Award:
2026 Experiential & Immersive Silver Pencil
Points:
10.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Out of Home
Award:
2026 Health & Wellness Silver Pencil
Points:
10.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Use of Humor
Award:
2026 Out of Home Silver Pencil
Points:
10.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Photography
Award:
2026 Print & Promotional Bronze Pencil
Points:
4.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Out of Home / Billboards & Transit
Award:
2026 Direct Marketing Bronze Pencil
Points:
4.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Art Direction
Award:
2026 Direct Marketing Bronze Pencil
Points:
4.50
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Online & Mobile
Award:
2026 Health & Wellness Bronze Pencil
Points:
4.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Posters / Series
Award:
2026 Out of Home Bronze Pencil
Points:
4.50
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Craft / Photography
Award:
2026 Out of Home Bronze Pencil
Points:
4.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Use of Technology
Award:
2026 Out of Home Bronze Pencil
Points:
4.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Use of Technology
Award:
2026 Direct Marketing Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
AI Craft / Art & Visual Design
Award:
2026 Creative Use of AI Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Use of AI / Visuals
Award:
2026 Creative Use of Technology Merit Award
Points:
1.50
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Technology as a Creative Tool
Award:
2026 Creative Use of Technology Merit Award
Points:
1.50
Client:
Ford
Title:
Ford x Google Maps
Category:
Brand Partnerships
Award:
2026 Creative Use of Technology Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Innovation / Use of Media in Campaign Design
Award:
2026 Design in Advertising Merit Award
Points:
1.50
Client:
Colgate
Title:
Not every smile starts as a smile
Category:
Magazine / Series
Award:
2026 Print & Promotional Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Billboards & Transit / Series
Award:
2026 Out of Home Merit Award
Points:
1.50
Client:
TaTa
Title:
The Rewards Bag
Category:
Direct Marketing for Good
Award:
2026 Direct Marketing Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Craft / Art Direction
Award:
2026 Health & Wellness Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Innovation / Use of Media in Direct Marketing
Award:
2026 Direct Marketing Merit Award
Points:
1.50
Client:
TaTa
Title:
The Rewards Bag
Category:
Innovation / Use of Media in Direct Marketing
Award:
2026 Direct Marketing Merit Award
Points:
1.50
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Physical Products
Award:
2026 Experiential & Immersive Merit Award
Points:
1.50
Client:
1001 Optometry
Title:
The Hidden Eye Test
Category:
Innovation / Use of Media in Health & Wellness
Award:
2026 Health & Wellness Merit Award
Points:
1.50
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Direct Marketing
Award:
2026 Health & Wellness Merit Award
Points:
1.50