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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Consumer / Brand
Award
Agency
Client
Title
Category
Annual ID
Other Hand
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Best of Integrated / Omnichannel
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Best of Radio & Audio-First
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Best of Health & Wellness
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Best of Social Media
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Public Relations
Move forward.
Agency: DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Best of Design
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Best of IP & Product Design
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Best of Experiential & Immersive
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Best of Music & Sound Craft
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Best of Brand-Side / In-House
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Best of Creative Use of Technology
The Heaviest Jersey
Agency: LePub / São Paulo
Client: New Balance Category: Best of Interactive, Online & Mobile
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Best of Cultural Driver
PRICE PACKS
Agency: SERVICEPLAN GERMANY / Munich
Client: PENNY Category: Best of Print & Promotional
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: Best of Film & Video
From Beer to Entertainment
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Penta Pencil
A Piece of Me
Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client: KPN Category: CMO Pencil
The Princess and The Crown
Agency: Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client: Unilever - Seda (Sunsilk) Category: Fusion Pencil
So Many Dicks
Agency: OBERLAND / New York + Office of Development & Design + e.l.f. Beauty
Client: e.l.f. Beauty Category: Fusion Pencil
36 Months
Agency: 36 Months / Sydney + FINCH / Sydney + Supermassive / Sydney
Client: 36 Months Category: Sustainable Development Goals
Pink Chip
Agency: AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco
Client: DEGIRO & UN Women NL Category: Sustainable Development Goals
LEGO Tuxedo Cat Launch
Agency: Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client: The LEGO Group Category: Social Post / Single Platform Series
Daisy vs Scammers
Agency: VCCP / London + faith / London + Girl&Bear
Client: Virgin Media O2 Category: Branded AI / Campaign
Alcaraz Signs
Agency: DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client: Netflix Category: Stunts & Activations
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: B2B Communications
Stop Working Out in the Past
Agency: Pulse Films / Los Angeles + Quality Experience / New York
Client: Tonal Category: Cinematography / Single
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Innovation / Use of Media in Public Relations
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Visual Effects / Single
A Life in Sound
Agency: Uncommon Creative Studio / London + SiriusXM / New York
Client: SiriusXM Category: Use of Licensed Music
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Brand Partnerships
Severance - The Cube
Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client: Apple Category: Experiential / Immersive / Events
Thanks for Coke-Creating
Agency: VML / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Series
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Multicultural Impact
THE MET REPLICA
Agency: Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client: Verizon Category: Online & Mobile
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Craft / Storytelling
CARS TO WORK
Agency: Publicis Conseil / Paris
Client: RENAULT Category: Experiential / Customer Experience / CX
LONG LASTING RVIEWS
Agency: Publicis Conseil / Paris
Client: DARTY Category: Experiential / Customer Experience / CX
No Smiles
Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client: McDonald’s Japan Category: Artist / Brand Collaboration
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Out of Home
Heinz Mustard X Mustard
Agency: The Kitchen North America + Cashmere
Client: Kraft Heinz Mustard Category: Integrated / Omnichannel Campaign
MorumBIS
Agency: DAVID / São Paulo + Mondelēz / São Paulo + Hogarth Worldwide / São Paulo + PROS / São Paulo
Client: Mondelēz International Category: Brand Partnerships
Never Just A Period
Agency: AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client: Essity /Bodyform Category: Editing / Single
Award:
2025 Integrated / Omnichannel Best of Discipline Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Best of Integrated / Omnichannel
Annual ID:
OS25_IG000G
Award:
2025 Radio & Audio-First Best of Discipline Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Best of Radio & Audio-First
Annual ID:
OS25_RA000G
Award:
2025 Health & Wellness Best of Discipline Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Best of Health & Wellness
Annual ID:
OS25_HW000G
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 Pharma Best of Discipline Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Best of Pharma
Annual ID:
OS25_PH000G
Award:
2025 Social Media Best of Discipline Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Best of Social Media
Annual ID:
OS25_SM000G
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 Design Best of Discipline Pencil
Agency:
DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Move forward.
Category:
Best of Design
Annual ID:
OS25_DE000G
Award:
2025 IP & Product Design Best of Discipline Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Best of IP & Product Design
Annual ID:
OS25_IP000G
Award:
2025 Experiential & Immersive Best of Discipline Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Best of Experiential & Immersive
Annual ID:
OS25_EX000G
Award:
2025 Music & Sound Craft Best of Discipline Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Best of Music & Sound Craft
Annual ID:
OS25_MS000G
Award:
2025 Brand-Side / In-House Best of Discipline Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Best of Brand-Side / In-House
Annual ID:
OS25_BS000G
Award:
2025 Creative Use of Technology Best of Discipline Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Best of Creative Use of Technology
Annual ID:
OS25_CT000G
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 Cultural Driver Best of Discipline Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Best of Cultural Driver
Annual ID:
OS25_CD000G
Award:
2025 Print & Promotional Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Best of Print & Promotional
Annual ID:
OS25_PT000G
Award:
2025 Film & Video Best of Discipline Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Best of Film & Video
Annual ID:
OS25_FI000G
Award:
2025 Penta Pencil Penta Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
From Beer to Entertainment
Category:
Penta Pencil
Annual ID:
OS25_PP001P
Award:
2025 CMO Pencil CMO Pencil
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
CMO Pencil
Annual ID:
OS25_CM001G
Award:
2025 Fusion Pencil Fusion Pencil
Agency:
Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client:
Unilever - Seda (Sunsilk)
Title:
The Princess and The Crown
Category:
Fusion Pencil
Annual ID:
OS25_FP001F
Award:
2025 Fusion Pencil Fusion Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Fusion Pencil
Annual ID:
OS25_FP002F
Award:
2025 Fusion Pencil Fusion Pencil
Agency:
OBERLAND / New York + Office of Development & Design + e.l.f. Beauty
Client:
e.l.f. Beauty
Title:
So Many Dicks
Category:
Fusion Pencil
Annual ID:
OS25_FP003F
Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
36 Months / Sydney + FINCH / Sydney + Supermassive / Sydney
Client:
36 Months
Title:
36 Months
Category:
Sustainable Development Goals
Annual ID:
OS25_SD001D
Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco
Client:
DEGIRO & UN Women NL
Title:
Pink Chip
Category:
Sustainable Development Goals
Annual ID:
OS25_SD003D
Award:
2025 Social Media Gold Pencil
Agency:
Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
LEGO Tuxedo Cat Launch
Category:
Social Post / Single Platform Series
Annual ID:
OS25_SM005G
Award:
2025 Creative Use of AI Gold Pencil
Agency:
VCCP / London + faith / London + Girl&Bear
Client:
Virgin Media O2
Title:
Daisy vs Scammers
Category:
Branded AI / Campaign
Annual ID:
OS25_AI001G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Use of Humor
Annual ID:
OS25_IG004G
Award:
2025 Social Media Gold Pencil
Agency:
DAVID / Madrid + Netflix / Madrid + Morena Films / Madrid + Sistema del Solar / Valencia
Client:
Netflix
Title:
Alcaraz Signs
Category:
Stunts & Activations
Annual ID:
OS25_SM006G
Award:
2025 Design Gold Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
B2B Communications
Annual ID:
OS25_DE006G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Pulse Films / Los Angeles + Quality Experience / New York
Client:
Tonal
Title:
Stop Working Out in the Past
Category:
Cinematography / Single
Annual ID:
OS25_MI005G
Award:
2025 Public Relations Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR008G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Visual Effects / Single
Annual ID:
OS25_MI007G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
Uncommon Creative Studio / London + SiriusXM / New York
Client:
SiriusXM
Title:
A Life in Sound
Category:
Use of Licensed Music
Annual ID:
OS25_MS002G
Award:
2025 Print & Promotional Gold Pencil
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_PT005G
Award:
2025 Print & Promotional Gold Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Photography
Annual ID:
OS25_PT006G
Award:
2025 Out of Home Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Brand Partnerships
Annual ID:
OS25_OH008G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Experiential / Immersive / Events
Annual ID:
OS25_BS001G
Award:
2025 Out of Home Gold Pencil
Agency:
VML / New York
Client:
The Coca-Cola Company
Title:
Thanks for Coke-Creating
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH003G
Award:
2025 Cultural Driver Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Multicultural Impact
Annual ID:
OS25_CD002G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Verizon / New York + The Metropolitan Museum of Art / New York + Unit9 / London + Roblox / San Mateo
Client:
Verizon
Title:
THE MET REPLICA
Category:
Online & Mobile
Annual ID:
OS25_BS003G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Craft / Storytelling
Annual ID:
OS25_IG006G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
750mph / London
Client:
Netflix
Title:
You're Not Ready
Category:
Sound Mixing
Annual ID:
OS25_MS004G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
RENAULT
Title:
CARS TO WORK
Category:
Experiential / Customer Experience / CX
Annual ID:
OS25_DM001G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Publicis Conseil / Paris
Client:
DARTY
Title:
LONG LASTING RVIEWS
Category:
Experiential / Customer Experience / CX
Annual ID:
OS25_DM002G
Award:
2025 Music & Sound Craft Gold Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Artist / Brand Collaboration
Annual ID:
OS25_MS003G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_CT003G
Award:
2025 Health & Wellness Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Out of Home
Annual ID:
OS25_HW007G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_BS004G
Award:
2025 Public Relations Gold Pencil
Agency:
DAVID / São Paulo + Mondelēz / São Paulo + Hogarth Worldwide / São Paulo + PROS / São Paulo
Client:
Mondelēz International
Title:
MorumBIS
Category:
Brand Partnerships
Annual ID:
OS25_PR007G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
AMVBBDO / London + Soundtree / London + Framestore / London + Smuggler / London
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Editing / Single
Annual ID:
OS25_MI004G
