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
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79 results found
Award
Agency
Client
Title
Category
Annual ID
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Gaming
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Public Relations
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Games / Gaming
Year: 2025 
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Use of Gaming as a Tool
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Innovation / New Ideas in Gaming
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Integrated / Omnichannel Campaign
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Year: 2025
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Game Marketing
Year: 2025 
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Brand Partnerships
Year: 2025 
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Stunts & Activations
Year: 2025 
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Year: 2025
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Brand Partnerships
Year: 2025
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Brand Partnerships
Year: 2025
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Innovation in Branded Entertainment
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Cross-Channel UX / UI / Digital / Physical
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Promotional Items / Booklets & Brochures
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Integrated Campaign
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Co-Promotions
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Integrated Digital & Physical Product
Year: 2020
Feel the Power
Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / Iconoclast / London + The Mill / London
Client: Sony Interactive Entertainment Category: Television & VOD / Long Form - Campaign
Year: 2020
Jojo Rabbit (main titles)
Agency: Assembly / Auckland + Defender Films / Los Angeles + Piki Films / Auckland
Client: Fox Searchlight Category: Title Sequences
Year: 2020
The Birth of Gaming Tourism
Agency: McCann / London + Craft/McCann / London + Momentum / London
Client: Xbox / Microsoft Category: Brand Transformation
Year: 2020
Feel The Power of Pro
Agency: Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / London + The Mill / London
Client: Sony Interactive Entertainment Category: Craft - Direction / Single
Year: 2020
A World Without Y
Agency: Skin and Bones Film Company Inc. / Toronto
Client: YMCA of Greater Toronto Category: Craft - Direction / Single
Year: 2020
Oat the Goat
Agency: Assembly / Auckland + FCB New Zealand / Auckland
Client: Ministry of Education Category: Craft / Art Direction
Year: 2019
We Rise
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Cinematography / Campaign
Year: 2019
Oat the Goat
Agency: Assembly / Auckland + FCB New Zealand / Auckland
Client: Ministry of Education Category: Craft - Visual & Audio Craft / Animation
Year: 2019
Anthem
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Cinematography / Single
Year: 2019
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Cinema Advertising
Year: 2019
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Television & VOD / Long Form - Single
Year: 2019
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Online Films & Video / Long Form - Single
Year: 2019
The Boy & The Piano
Agency: Academy Films / London + adam&eveDDB / London + MPC / London
Client: John Lewis & Partners Category: Craft - Direction / Single
Year: 2019
We Rise
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Writing / Campaign
Year: 2019
Oat the Goat
Agency: FCB New Zealand / Auckland + Assembly / Auckland
Client: Ministry of Education NZ Category: Craft - Visual & Audio Craft / Sound
Year: 2019
The Boy & The Piano
Agency: Academy Films / London + adam&eveDDB / London + MPC / London
Client: John Lewis & Partners Category: Craft - Cinematography / Single
Year: 2019
Pride In London - Somewhere Over The Rainbow
Agency: BMB / London + Academy Films / London + SoundTree / London + The Assembly Rooms / London
Client: Pride Category: Craft - Use of Music / Licensed / Adapted Music
Year: 2019
Oat the Goat
Agency: FCB New Zealand / Auckland + Assembly / Auckland
Client: Ministry of Education NZ Category: Online Video / Interactive Video
Year: 2019
Soldier
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Direction / Single
Year: 2019
Oat the Goat
Agency: FCB New Zealand / Auckland + Assembly / Auckland
Client: Ministry of Education NZ Category: Innovation in Film
Year: 2019
We Rise
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Direction / Campaign
Year: 2019
Soldier
Agency: BBDO / Toronto
Client: Right To Play Category: Craft - Cinematography / Single
Year: 2019
Oat the Goat
Agency: FCB New Zealand / Auckland + Assembly / Auckland
Client: Ministry of Education NZ Category: Craft / Writing
Year: 2019
Anthem
Agency: BBDO / Toronto
Client: Right To Play Category: Television & VOD / Long Form - Single
Year: 2019
Anchor Milk Slams
Agency: Colenso BBDO / Auckland + Assembly / Auckland
Client: Fonterra Brands NZ Category: Craft - Writing / Campaign
Year: 2018
Geoff
Agency: Kraft Heinz Australia / Melbourne + Y&R New Zealand / Auckland + Assembly / Auckland
Client: Kraft Heinz Australia Category: Online / Long Form - Single
Year: 2018
Geoff
Agency: Assembly / Auckland
Client: Heinz Category: Craft / Animation - Single or Series
Year: 2018
Award:
2025 Gaming Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Gaming
Annual ID:
OS25_GA000G
Award:
2025 Public Relations Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Public Relations
Annual ID:
OS25_PR000G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Games / Gaming
Annual ID:
OS25_BE002G
Award:
2025 Gaming Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Use of Gaming as a Tool
Annual ID:
OS25_GA002G
Award:
2025 Gaming Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA004G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG001G
Award:
2025 Public Relations Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_PR002G
Award:
2025 Gaming Silver Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Game Marketing
Annual ID:
OS25_GA005S
Award:
2025 Public Relations Bronze Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_PR022B
Award:
2025 Social Media Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Stunts & Activations
Annual ID:
OS25_SM048M
Award:
2025 Gaming Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_GA015M
Award:
2025 Social Media Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_SM084M
Award:
2025 IP & Product Design Merit Award
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Cheeky Controller
Category:
Brand Partnerships
Annual ID:
OS25_IP023M
Award:
2020 Branded Entertainment Gold Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_034G
Award:
2020 Digital Craft Silver Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Cross-Channel UX / UI / Digital / Physical
Annual ID:
OS_DC20_007S
Award:
2020 Print Silver Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Promotional Items / Booklets & Brochures
Annual ID:
OS_PT20_014S
Award:
2020 Direct Marketing Silver Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Campaign
Annual ID:
OS_DI20_029S
Award:
2020 Integrated Bronze Pencil
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Co-Promotions
Annual ID:
OS_IG20_014B
Award:
2020 IP & Products Merit Award
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Integrated Digital & Physical Product
Annual ID:
OS_IP20_025M
Award:
2020 Film Merit Award
Agency:
Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / Iconoclast / London + The Mill / London
Client:
Sony Interactive Entertainment
Title:
Feel the Power
Category:
Television & VOD / Long Form - Campaign
Annual ID:
OS_FI20_071M
Award:
2020 Moving Image Craft Merit Award
Agency:
Assembly / Auckland + Defender Films / Los Angeles + Piki Films / Auckland
Client:
Fox Searchlight
Title:
Jojo Rabbit (main titles)
Category:
Title Sequences
Annual ID:
OS_MI20_089M
Award:
2020 Integrated Merit Award
Agency:
McCann / London + Craft/McCann / London + Momentum / London
Client:
Xbox / Microsoft
Title:
The Birth of Gaming Tourism
Category:
Brand Transformation
Annual ID:
OS_IG20_036M
Award:
2020 Moving Image Craft Merit Award
Agency:
Sony Interactive Entertainment / San Mateo + adam&eveDDB / London + Academy Films / London + The Mill / London
Client:
Sony Interactive Entertainment
Title:
Feel The Power of Pro
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_053M
Award:
2020 Moving Image Craft Merit Award
Agency:
Skin and Bones Film Company Inc. / Toronto
Client:
YMCA of Greater Toronto
Title:
A World Without Y
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_058M
Award:
2019 Interactive & Online Gold Pencil
Agency:
Assembly / Auckland + FCB New Zealand / Auckland
Client:
Ministry of Education
Title:
Oat the Goat
Category:
Craft / Art Direction
Annual ID:
OS_IN19020G
Award:
2019 Moving Image Craft Gold Pencil
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
We Rise
Category:
Craft - Cinematography / Campaign
Annual ID:
OS_MI19029G
Award:
2019 Digital Craft Gold Pencil
Agency:
Assembly / Auckland + FCB New Zealand / Auckland
Client:
Ministry of Education
Title:
Oat the Goat
Category:
Craft - Visual & Audio Craft / Animation
Annual ID:
OS_DC19012G
Award:
2019 Moving Image Craft Gold Pencil
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Anthem
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI19024G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Cinema Advertising
Annual ID:
OS_FI19031G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI19003G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI19018G
Award:
2019 Moving Image Craft Silver Pencil
Agency:
Academy Films / London + adam&eveDDB / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Craft - Direction / Single
Annual ID:
OS_MI19004S
Award:
2019 Moving Image Craft Silver Pencil
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
We Rise
Category:
Craft - Writing / Campaign
Annual ID:
OS_MI19017S
Award:
2019 Digital Craft Silver Pencil
Agency:
FCB New Zealand / Auckland + Assembly / Auckland
Client:
Ministry of Education NZ
Title:
Oat the Goat
Category:
Craft - Visual & Audio Craft / Sound
Annual ID:
OS_DC19015S
Award:
2019 Moving Image Craft Bronze Pencil
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Anthem
Category:
Craft - Direction / Single
Annual ID:
OS_MI19009B
Award:
2019 Moving Image Craft Bronze Pencil
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Anthem
Category:
Craft - Writing / Single
Annual ID:
OS_MI19015B
Award:
2019 Moving Image Craft Bronze Pencil
Agency:
Academy Films / London + adam&eveDDB / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI19028B
Award:
2019 Moving Image Craft Bronze Pencil
Agency:
BMB / London + Academy Films / London + SoundTree / London + The Assembly Rooms / London
Client:
Pride
Title:
Pride In London - Somewhere Over The Rainbow
Category:
Craft - Use of Music / Licensed / Adapted Music
Annual ID:
OS_MI19049B
Award:
2019 Interactive & Online Bronze Pencil
Agency:
FCB New Zealand / Auckland + Assembly / Auckland
Client:
Ministry of Education NZ
Title:
Oat the Goat
Category:
Online Video / Interactive Video
Annual ID:
OS_IN19010B
Award:
2019 Moving Image Craft Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Soldier
Category:
Craft - Direction / Single
Annual ID:
OS_MI19065M
Award:
2019 Moving Image Craft Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Soldier
Category:
Craft - Writing / Single
Annual ID:
OS_MI19073M
Award:
2019 Film Merit Award
Agency:
FCB New Zealand / Auckland + Assembly / Auckland
Client:
Ministry of Education NZ
Title:
Oat the Goat
Category:
Innovation in Film
Annual ID:
OS_FI19124M
Award:
2019 Moving Image Craft Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
We Rise
Category:
Craft - Direction / Campaign
Annual ID:
OS_MI19068M
Award:
2019 Moving Image Craft Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Soldier
Category:
Craft - Cinematography / Single
Annual ID:
OS_MI19089M
Award:
2019 Branded Entertainment Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Anthem
Category:
Short Form Video / Single
Annual ID:
OS_BE19056M
Award:
2019 Interactive & Online Merit Award
Agency:
FCB New Zealand / Auckland + Assembly / Auckland
Client:
Ministry of Education NZ
Title:
Oat the Goat
Category:
Craft / Writing
Annual ID:
OS_IN19076M
Award:
2019 Film Merit Award
Agency:
BBDO / Toronto
Client:
Right To Play
Title:
Anthem
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI19058M
Award:
2018 Moving Image Craft Gold Pencil
Agency:
Colenso BBDO / Auckland + Assembly / Auckland
Client:
Fonterra Brands NZ
Title:
Anchor Milk Slams
Category:
Craft - Writing / Campaign
Annual ID:
OS_MI18015G
Award:
2018 Branded Entertainment Merit Award
Agency:
Kraft Heinz Australia / Melbourne + Y&R New Zealand / Auckland + Assembly / Auckland
Client:
Kraft Heinz Australia
Title:
Geoff
Category:
Online / Long Form - Single
Annual ID:
OS_BE18082M
Award:
2018 Design Merit Award
Agency:
Assembly / Auckland
Client:
Heinz
Title:
Geoff
Category:
Craft / Animation - Single or Series
Annual ID:
OS_DE18205M
