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
Network Rankings
McCann Worldgroup
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
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
Category: Innovation in Design
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Design
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Short Form Video / Single
Points: 25.0
5B
Agency: UM Studios / New York + Johnson & Johnson / New Brunswick + Verizon Media / RYOT / New York + Rogers & Cowan / Los Angeles
Client: Johnson & Johnson
Category: Full Length Video / Single
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Games / Digital & Physical
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Experiential / Live Events
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
Generation Lockdown
Agency: Hungry Man Productions / New York City + McCann / New York
Client: March For Our Lives
Category: Television & VOD / Long Form - Single
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Online Films & Video / Long Form - Single
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Under 100K Budget
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California
Category: Non-traditional & Guerrilla Marketing
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Non-traditional & Guerrilla Marketing
Points: 25.0
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client: Nestlé Purina Pet Care
Category: Craft / Data-Driven Personalization
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California
Category: Innovation in Direct Marketing
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Products
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
Category: Products
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Innovation in Health & Wellness
Points: 25.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
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
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
Category: Innovation in Integrated Branding
Points: 25.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Online-only Video / Single
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: CMO Pencil
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Physical Product
Points: 25.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California
Category: Innovation in Out of Home
Points: 25.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Branding / Branded Item
Points: 15.0
The Most Metal Scratch-Off
Agency: Lottery / New York + McCann / New York + JSM Music / New York
Client: New York Lottery
Category: Craft / Writing
Points: 15.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
Category: Community Building
Points: 15.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Reputation Management
Points: 15.0
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client: Nestlé Purina Pet Care
Category: Out of Home / Billboards & Transit
Points: 15.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Digital & Online / Social Media Post - Single
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
Street-Vet
Agency: McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Client: Nestlé Purina Pet Care
Category: Innovation in Direct Marketing
Points: 15.0
ThisAbles
Agency: McCann / Tel Aviv + McCann Worldgroup
Client: IKEA
Category: Innovation in Direct Marketing
Points: 15.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California
Category: Out of Home / Health & Wellness
Points: 15.0
Second Chances
Agency: McCann / New York + McCann Canada / Toronto + Casanova // McCann / Costa Mesa
Client: Donate Life California
Category: Public Relations
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
The Most Metal Scratch-Off
Agency: Lottery / New York + McCann / New York + JSM Music / New York
Client: New York Lottery
Category: Visual & Audio Craft / Music
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: Promotional Items / Booklets & Brochures
Points: 15.0
Acceptance Street
Agency: Mastercard / Purchase + McCann / New York
Client: Mastercard
Category: Branding / Corporate Communications
Points: 10.0
Changing the Game
Agency: McCann / New York + Microsoft / Seattle
Client: Microsoft
Category: Packaging / Specialty
Points: 10.0
Acceptance Street
Agency: Mastercard / Purchase + McCann / New York
Client: Mastercard
Category: Out of Home / Single
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
Railroad Ties
Agency: Weber Shandwick / New York
Client: Ancestry
Category: Full Length Video / Single
Points: 10.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Social Post / Single
Points: 10.0
Generation Lockdown
Agency: McCann / New York + March For Our Lives / Parkland
Client: March For Our Lives
Category: Stunts & Activations
Points: 10.0
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:
IKEA
Title:
ThisAbles
Category:
Innovation in Design
Award:
2020 Design Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Innovation in Design
Award:
2020 Design Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Short Form Video / Single
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Johnson & Johnson
Title:
5B
Category:
Full Length Video / Single
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Games / Digital & Physical
Award:
2020 Branded Entertainment Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Experiential / Live Events
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:
March For Our Lives
Title:
Generation Lockdown
Category:
Television & VOD / Long Form - Single
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Online Films & Video / Long Form - Single
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Under 100K Budget
Award:
2020 Film Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Non-traditional & Guerrilla Marketing
Award:
2020 Direct Marketing 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:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Craft / Data-Driven Personalization
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Products
Award:
2020 Health, Wellness & Pharma Gold Pencil
Points:
25.0
Client:
IKEA
Title:
ThisAbles
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:
IKEA
Title:
ThisAbles
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:
IKEA
Title:
ThisAbles
Category:
Innovation in Integrated Branding
Award:
2020 Integrated Gold Pencil
Points:
25.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Online-only Video / Single
Award:
2020 Interactive & Online 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:
CMO Pencil
Award:
2020 CMO Pencil CMO Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Physical Product
Award:
2020 IP & Products Gold Pencil
Points:
25.0
Client:
Donate Life California
Title:
Second Chances
Category:
Innovation in Out of Home
Award:
2020 Out of Home Gold Pencil
Points:
25.0
Client:
Microsoft
Title:
Changing the Game
Category:
Branding / Branded Item
Award:
2020 Design Silver Pencil
Points:
15.0
Client:
New York Lottery
Title:
The Most Metal Scratch-Off
Category:
Craft / Writing
Award:
2020 Mobile Silver Pencil
Points:
15.0
Client:
IKEA
Title:
ThisAbles
Category:
Community Building
Award:
2020 Public Relations Silver Pencil
Points:
15.0
Client:
Microsoft
Title:
Changing the Game
Category:
Reputation Management
Award:
2020 Public Relations Silver Pencil
Points:
15.0
Client:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Out of Home / Billboards & Transit
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Digital & Online / Social Media Post - Single
Award:
2020 Direct Marketing 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:
Nestlé Purina Pet Care
Title:
Street-Vet
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
IKEA
Title:
ThisAbles
Category:
Innovation in Direct Marketing
Award:
2020 Direct Marketing Silver Pencil
Points:
15.0
Client:
Donate Life California
Title:
Second Chances
Category:
Out of Home / Health & Wellness
Award:
2020 Health, Wellness & Pharma Silver Pencil
Points:
15.0
Client:
Donate Life California
Title:
Second Chances
Category:
Public Relations
Award:
2020 Health, Wellness & Pharma 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:
New York Lottery
Title:
The Most Metal Scratch-Off
Category:
Visual & Audio Craft / Music
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:
Promotional Items / Booklets & Brochures
Award:
2020 Print Silver Pencil
Points:
15.0
Client:
Mastercard
Title:
Acceptance Street
Category:
Branding / Corporate Communications
Award:
2020 Design Bronze Pencil
Points:
10.0
Client:
Microsoft
Title:
Changing the Game
Category:
Packaging / Specialty
Award:
2020 Design Bronze Pencil
Points:
10.0
Client:
Mastercard
Title:
Acceptance Street
Category:
Out of Home / Single
Award:
2020 Design 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:
Ancestry
Title:
Railroad Ties
Category:
Full Length Video / Single
Award:
2020 Branded Entertainment Bronze Pencil
Points:
10.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Social Post / Single
Award:
2020 Social Media Bronze Pencil
Points:
10.0
Client:
March For Our Lives
Title:
Generation Lockdown
Category:
Stunts & Activations
Award:
2020 Social Media Bronze Pencil
Points:
10.0
