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.
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Consumer Products
Award
Agency
Client
Title
Category
Annual ID
Cashmere UltraLuxe Bathroom Guide
Agency: Lifelong Crush + Kruger Products Inc.
Client: Kruger Products Inc. / Cashmere UltraLuxe Category: Creative Effectiveness
If You Can Take It, It's Yours
Agency: Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client: Selleys - Dulux Group Category: Print & Out of Home
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
It's Dettol Time
Agency: Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client: Dettol Category: Long Form Video / Single
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Platform Feature Innovation
Tiffany Wonder
Agency: L&C / New York + Commission Studio / London
Client: Tiffany & Co. Category: Craft / Art Direction
Polaroid Flip Campaign
Agency: Polaroid International B.V. / Amsterdam
Client: Polaroid International B.V. Category: Out of Home
For Winning Tomatoes, It Has To Be HEINZ.
Agency: Heaven&Hell / Shanghai + Heinz / Shanghai + Illusion CGI Studio / Bangkok
Client: Heinz Category: Creative Effectiveness / Consumer Products
Kleenex Score
Agency: VML / New York
Client: Kimberly-Clark / Kleenex Category: Creative Effectiveness / Consumer Products
It's Dettol Time
Agency: Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client: Dettol Category: TV, VOD, & Online / Over 90 Seconds - Single
Unloved
Agency: Wizz@Quad / Clichy + DIVINE / Paris + Illogic / Montpellier
Client: Intermarché Category: Animation / Single
Possible Lives Here
Agency: Zulu Alpha Kilo / Toronto + President’s Choice
Client: President's Choice Category: Special / Practical Effects / Single
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Inventive Feature Use or Modification
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Innovation / Use of Media in Social Media
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Craft / Illustration
If You Can Take It, It's Yours
Agency: Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client: Selleys - Dulux Group Category: Experiential / Immersive / Events
Tiffany Wonder
Agency: L&C / New York + Commission Studio / London
Client: Tiffany & Co. Category: Experiential / Immersive / Events
If You Can Take It, It's Yours
Agency: Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client: Selleys - Dulux Group Category: Direct Marketing
The Art of Undoing
Agency: Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client: Tombow MONO Zero Category: Print & Out of Home
e.l.f. presenta: Melisa
Agency: 72andSunny / Amsterdam + PRETTYBIRD + Arcade Edit + Etc London
Client: e.l.f. Category: Multicultural Impact
Unwanted Sites
Agency: Promise / Johannesburg
Client: AfriSam Category: Innovation / Use of Media in Direct Marketing
Unwanted Sites
Agency: Promise / Johannesburg
Client: AfriSam Category: Experiential & Immersive for Good
Unwanted Sites
Agency: Promise / Johannesburg
Client: AfriSam Category: Innovation / Use of Media in Experiential & Immersive
Tech Shift
Agency: CALLEN / Austin, TX + We Are Walker / Santa Monica, CA + CARTEL / Los Angeles, CA + Kevin VFX, Inc. / Los Angeles, CA
Client: Sandisk Category: TV, VOD, & Online / 30 Seconds and Under - Series
Bad Idea
Agency: Wieden+Kennedy / Portland + YETI / Austin, TX + Cartel / Los Angeles + Love Song
Client: YETI Category: TV, VOD, & Online / 31-60 Seconds - Single
DARE TO STEP
Agency: YDM Thailand / Bangkok + Suneta House / Bangkok
Client: Big Star Co., Ltd. / Gambol Category: TV, VOD, & Online / Over 90 Seconds - Series
Possible Lives Here
Agency: Zulu Alpha Kilo / Toronto + President’s Choice
Client: President's Choice Category: Production Design
All Body Billboards
Agency: VML Argentina / Buenos Aires + Unilever / Buenos Aires + Checco Studio / Buenos Aires + Mama Hungara / Buenos Aires
Client: Dove Men Care Category: Billboards & Transit / Series
Polaroid Flip Campaign
Agency: Polaroid International B.V. / Amsterdam
Client: Polaroid International B.V. Category: Billboards & Transit / Series
The Pull
Agency: Havas Germany / Havas Social
Client: Lidl Stiftung & Co. KG/ Parkside Category: Reputation Management
Kleenex Score
Agency: VML / New York
Client: Kimberly-Clark / Kleenex Category: Innovation / Use of Media in Public Relations
Dirty Mouth Sponsorship
Agency: Droga5, part of Accenture Song / São Paulo
Client: CIF Category: Brand Partnerships / Creator / Brand Collaboration
Downy's Almost Scandalously Soft Stories
Agency: Saatchi & Saatchi / New York + Procter & Gamble, Downy / Cincinnati + Mbooth / New York
Client: Downy Category: Craft / Storytelling
The Heaviest Jersey
Agency: LePub / São Paulo
Client: New Balance Category: Best of Interactive, Online & Mobile
The Vluit Project
Agency: Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client: AfriSam Category: Experiential Audio
Shot on Faber-Castell
Agency: DAVID / São Paulo + Faber-Castell / SAO PAULO
Client: Faber-Castell Category: Craft / Illustration
DOOM Mowers
Agency: Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + B-reel Films / Stockholm
Client: Husqvarna Category: Innovation / Use of Media in Public Relations
Award:
2026 The Indies Gold Pencil
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Print & Out of Home
Annual ID:
OS26_ID009G
Award:
2026 The Indies Silver Pencil
Agency:
Lifelong Crush + Kruger Products Inc.
Client:
Kruger Products Inc. / Cashmere UltraLuxe
Title:
Cashmere UltraLuxe Bathroom Guide
Category:
Creative Effectiveness
Annual ID:
OS26_ID015S
Award:
2026 The Indies Silver Pencil
Agency:
Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client:
Selleys - Dulux Group
Title:
If You Can Take It, It's Yours
Category:
Print & Out of Home
Annual ID:
OS26_ID021S
Award:
2026 The Indies Silver Pencil
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_ID027S
Award:
2026 Branded Entertainment Silver Pencil
Agency:
Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client:
Dettol
Title:
It's Dettol Time
Category:
Long Form Video / Single
Annual ID:
OS26_BE008S
Award:
2026 Creator Content Bronze Pencil
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Platform Feature Innovation
Annual ID:
OS26_CC007B
Award:
2026 The Indies Bronze Pencil
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Direct Marketing
Annual ID:
OS26_ID037B
Award:
2026 The Indies Bronze Pencil
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Campaigns for Good
Annual ID:
OS26_ID051B
Award:
2026 The Indies Bronze Pencil
Agency:
L&C / New York + Commission Studio / London
Client:
Tiffany & Co.
Title:
Tiffany Wonder
Category:
Craft / Art Direction
Annual ID:
OS26_ID055B
Award:
2026 Brand-Side / In-House Bronze Pencil
Agency:
Polaroid International B.V. / Amsterdam
Client:
Polaroid International B.V.
Title:
Polaroid Flip Campaign
Category:
Out of Home
Annual ID:
OS26_BS015B
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
Heaven&Hell / Shanghai + Heinz / Shanghai + Illusion CGI Studio / Bangkok
Client:
Heinz
Title:
For Winning Tomatoes, It Has To Be HEINZ.
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE009B
Award:
2026 Creative Effectiveness Bronze Pencil
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE010B
Award:
2026 Film & Video Bronze Pencil
Agency:
Sour Bangkok + Going Up Studio / Bangkok + Matad Editing House / Bangkok + Phenomena / Bangkok
Client:
Dettol
Title:
It's Dettol Time
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS26_FI026B
Award:
2026 Moving Image Craft & Production Bronze Pencil
Agency:
Somesuch + Apple Marcom
Client:
Apple
Title:
I'm Not Remarkable
Category:
Direction / Single
Annual ID:
OS26_MI021B
Award:
2026 Moving Image Craft & Production Bronze Pencil
Agency:
Wizz@Quad / Clichy + DIVINE / Paris + Illogic / Montpellier
Client:
Intermarché
Title:
Unloved
Category:
Animation / Single
Annual ID:
OS26_MI029B
Award:
2026 Moving Image Craft & Production Bronze Pencil
Agency:
Zulu Alpha Kilo / Toronto + President’s Choice
Client:
President's Choice
Title:
Possible Lives Here
Category:
Special / Practical Effects / Single
Annual ID:
OS26_MI031B
Award:
2026 Music & Sound Craft Bronze Pencil
Agency:
Somesuch + Apple Marcom
Client:
Apple
Title:
Big Man
Category:
Artist / Brand Collaboration
Annual ID:
OS26_MS010B
Award:
2026 Public Relations Bronze Pencil
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Brand Voice
Annual ID:
OS26_PR014B
Award:
2026 Social Media Bronze Pencil
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Inventive Feature Use or Modification
Annual ID:
OS26_SM023B
Award:
2026 Social Media Bronze Pencil
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS26_SM030B
Award:
2026 Design in Advertising Merit Award
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_DA038M
Award:
2026 Design & Branding Merit Award
Agency:
Bedow / Stockholm
Client:
PostNord
Title:
A Century of Sporty Types
Category:
Typography / Static
Annual ID:
OS26_DE042M
Award:
2026 Design & Branding Merit Award
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Craft / Illustration
Annual ID:
OS26_DE068M
Award:
2026 The Indies Merit Award
Agency:
Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client:
Selleys - Dulux Group
Title:
If You Can Take It, It's Yours
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID065M
Award:
2026 The Indies Merit Award
Agency:
L&C / New York + Commission Studio / London
Client:
Tiffany & Co.
Title:
Tiffany Wonder
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID068M
Award:
2026 The Indies Merit Award
Agency:
Howatson+Company + Selleys + IPG Mediabrands / Sydney + Scoundrel / Sydney
Client:
Selleys - Dulux Group
Title:
If You Can Take It, It's Yours
Category:
Direct Marketing
Annual ID:
OS26_ID082M
Award:
2026 The Indies Merit Award
Agency:
Muma Malaysia / Petaling Jaya + Czip Lee / Kuala Lumpur
Client:
Tombow MONO Zero
Title:
The Art of Undoing
Category:
Print & Out of Home
Annual ID:
OS26_ID093M
Award:
2026 Cultural Driver Merit Award
Agency:
72andSunny / Amsterdam + PRETTYBIRD + Arcade Edit + Etc London
Client:
e.l.f.
Title:
e.l.f. presenta: Melisa
Category:
Multicultural Impact
Annual ID:
OS26_CD030M
Award:
2026 Creative Use of Data Merit Award
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Commerce
Annual ID:
OS26_CU022M
Award:
2026 Direct Marketing Merit Award
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS26_DM079M
Award:
2026 Experiential & Immersive Merit Award
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Experiential & Immersive for Good
Annual ID:
OS26_EX037M
Award:
2026 Experiential & Immersive Merit Award
Agency:
Promise / Johannesburg
Client:
AfriSam
Title:
Unwanted Sites
Category:
Innovation / Use of Media in Experiential & Immersive
Annual ID:
OS26_EX046M
Award:
2026 Film & Video Merit Award
Agency:
CALLEN / Austin, TX + We Are Walker / Santa Monica, CA + CARTEL / Los Angeles, CA + Kevin VFX, Inc. / Los Angeles, CA
Client:
Sandisk
Title:
Tech Shift
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS26_FI045M
Award:
2026 Film & Video Merit Award
Agency:
Wieden+Kennedy / Portland + YETI / Austin, TX + Cartel / Los Angeles + Love Song
Client:
YETI
Title:
Bad Idea
Category:
TV, VOD, & Online / 31-60 Seconds - Single
Annual ID:
OS26_FI049M
Award:
2026 Film & Video Merit Award
Agency:
YDM Thailand / Bangkok + Suneta House / Bangkok
Client:
Big Star Co., Ltd. / Gambol
Title:
DARE TO STEP
Category:
TV, VOD, & Online / Over 90 Seconds - Series
Annual ID:
OS26_FI077M
Award:
2026 Moving Image Craft & Production Merit Award
Agency:
Somesuch + Apple Marcom
Client:
Apple
Title:
I'm Not Remarkable
Category:
Cinematography / Single
Annual ID:
OS26_MI056M
Award:
2026 Moving Image Craft & Production Merit Award
Agency:
Zulu Alpha Kilo / Toronto + President’s Choice
Client:
President's Choice
Title:
Possible Lives Here
Category:
Production Design
Annual ID:
OS26_MI076M
Award:
2026 Out of Home Merit Award
Agency:
VML Argentina / Buenos Aires + Unilever / Buenos Aires + Checco Studio / Buenos Aires + Mama Hungara / Buenos Aires
Client:
Dove Men Care
Title:
All Body Billboards
Category:
Billboards & Transit / Series
Annual ID:
OS26_OH046M
Award:
2026 Out of Home Merit Award
Agency:
Polaroid International B.V. / Amsterdam
Client:
Polaroid International B.V.
Title:
Polaroid Flip Campaign
Category:
Billboards & Transit / Series
Annual ID:
OS26_OH049M
Award:
2026 Out of Home Merit Award
Agency:
Wieden+Kennedy / Toronto
Client:
McDonald’s Canada
Title:
McDavid's
Category:
Brand Installations
Annual ID:
OS26_OH057M
Award:
2026 Public Relations Merit Award
Agency:
Havas Germany / Havas Social
Client:
Lidl Stiftung & Co. KG/ Parkside
Title:
The Pull
Category:
Reputation Management
Annual ID:
OS26_PR031M
Award:
2026 Public Relations Merit Award
Agency:
VML / New York
Client:
Kimberly-Clark / Kleenex
Title:
Kleenex Score
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS26_PR048M
Award:
2026 Radio & Audio-First Merit Award
Agency:
Droga5, part of Accenture Song / São Paulo
Client:
CIF
Title:
Dirty Mouth Sponsorship
Category:
Brand Partnerships / Creator / Brand Collaboration
Annual ID:
OS26_RA022M
Award:
2026 Radio & Audio-First Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble, Downy / Cincinnati + Mbooth / New York
Client:
Downy
Title:
Downy's Almost Scandalously Soft Stories
Category:
Craft / Storytelling
Annual ID:
OS26_RA027M
Award:
2025 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS25_IN000G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Commerce
Annual ID:
OS25_IN003G
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Promise / Johannesburg + The Kinetic / Johannesburg + Hey Papa Legend / Johannesburg
Client:
AfriSam
Title:
The Vluit Project
Category:
Experiential Audio
Annual ID:
OS25_EX009S
Award:
2025 Out of Home Silver Pencil
Agency:
DAVID / São Paulo + Faber-Castell / SAO PAULO
Client:
Faber-Castell
Title:
Shot on Faber-Castell
Category:
Craft / Illustration
Annual ID:
OS25_OH023S
Award:
2025 Public Relations Silver Pencil
Agency:
Dentsu Creative / New York
Client:
Crayola
Title:
Returning Creativity
Category:
Brand Voice
Annual ID:
OS25_PR010S
Award:
2025 Public Relations Bronze Pencil
Agency:
Prime Weber Shandwick / Stockholm + Husqvarna / Stockholm + B-reel Films / Stockholm
Client:
Husqvarna
Title:
DOOM Mowers
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR025B
