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 / Brand
Award
Agency
Client
Title
Category
Annual ID
Three Words
Agency: Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client: AXA Category: Best of Show
The Count
Agency: FCB Canada (TBWA\Canada) / Toronto
Client: SickKids Foundation Category: Best of Non-Profit
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best of Creator Content
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Best of Design in Advertising
Case of the Mondays
Agency: Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client: Coors Light Category: Best of The Indies
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Best of Integrated / Omnichannel
The Final Copy of Ilon Specht
Agency: McCann / Paris + Beauty-Co Lab / New York + Breakwater Studios / Los Angeles + Traverse32 / New York
Client: L'Oréal Paris Category: Best of Branded Entertainment
LEGO® SMART Play™
Agency: The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client: The LEGO Group Category: Best of Brand-Side / In-House
Gulf of Mexico (Bar)
Agency: LePub Mexico + Tecate by Heineken México / Mexico City + Monks Mexico / CDMX + LANDIA / Mexico City
Client: Tecate by Heineken Group Category: Best of Cultural Driver
Caption with Intention
Agency: Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client: Rakish Entertainment Category: Best of Creative Use of Technology
Breastmilk Money
Agency: SERVICEPLAN GERMANY / Munich
Client: Herconomy Category: Best of Creative Use of Data
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best of Direct Marketing
I WOOL SURVIVE
Agency: SERVICEPLAN GERMANY / Munich
Client: Grindr Category: Best of Experiential & Immersive
The shooting
Agency: Grey México / Mexico City + Oriental Films / Mexico City
Client: La Unión newspaper and Articulo 19 Category: Best of Film & Video
Delivered by Tetris
Agency: BETC / Paris + Prose on Pixels (POP) / Paris + GUM / Paris
Client: La Poste Category: Best of Gaming
Three Words
Agency: Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client: AXA Category: Best of Health & Wellness
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Best of Interactive, Online & Mobile
Beyond Labels
Agency: HERALBONY Co., Ltd / Morioka + DENTSU INC. / Tokyo
Client: HERALBONY Category: Best of IP & Product Design
No Project without Drama
Agency: HeimatTBWA\ Berlin
Client: HORNBACH Category: Best of Moving Image Craft & Production
The shooting
Agency: Grey México / Mexico City + Oriental Films / Mexico City
Client: La Unión newspaper and Articulo 19 Category: Best of Music & Sound Craft
KitKat Phone Break
Agency: VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client: Nestlé / KitKat Category: Best of Out of Home
PainVisible
Agency: VML Health Spain + VML / New York + Aritium + WideLabs
Client: Aritium Category: Best of Pharma
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best of Public Relations
Wherever life goes
Agency: NoA | Åkestam Holst / Stockholm
Client: IKEA Category: Best of Print & Promotional
Expedition Impossible
Agency: adam&eve\TBWA / London + Smuggler
Client: Columbia Sportswear Category: Best of Social Media
A Decade of Partnership and Trust
Agency: TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Penta Pencil
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Creative Marketer
Three Words
Agency: Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client: AXA Category: Sustainable Development Goals
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Best Use of TikTok
A Time And A Place
Agency: Mother / London + Biscuit Filmworks / London + Edelman / New York
Client: Anthropic Category: Members Choice
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Multi-Creator Collaboration
Vaseline Verified
Agency: Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client: Vaseline Category: Community Activation
THE GRIT & THE GLITTER
Agency: Uncommon Creative Studio / London
Client: London Museum Category: Campaign Identity
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Posters / Series
The Mosaic
Agency: Leo Italia / Milan
Client: McDonald's Category: Out of Home / Brand Installations & Environments
Reflections
Agency: Uncommon Creative Studio / London
Client: British Airways Category: Craft / Art Direction
CRAFTMAN.SHIPS
Agency: HAKUHODO Gravity Inc. / Tokyo + HAKUHODO CABIN Inc. / Tokyo
Client: SHIPS LTD. Category: Craft / Animation
Kyle F*cking Connor
Agency: Courage Inc. / Toronto + KFC Canada / Toronto
Client: KFC Canada Category: Experiential / Immersive / Events
Wienie 500
Agency: Johannes Leonardo / New York + The Kitchen North America + Oztech
Client: Oscar Mayer Category: Experiential / Immersive / Events
THE SWEAT SIDE OF SPONSORSHIP
Agency: ISLA / Sao Paulo + ALETA / Buenos Aires + PepsiCo / COLOMBIA + ISLA / Buenos Aires
Client: PEPSICO Category: Creative Effectiveness
Case of the Mondays
Agency: Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client: Coors Light Category: Creative Effectiveness
1837 Tiffany Blue Conservation
Agency: L&C / New York + Tiffany & Co. / New York
Client: Tiffany & Co. Category: Design
Sydney's Bathwater Bliss
Agency: Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client: Dr. Squatch Category: Products
Sydney's Bathwater Bliss
Agency: Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client: Dr. Squatch Category: Public Relations
Sleep Talk Reviews
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Integrated / Omnichannel Campaign
Original Forever
Agency: Johannes Leonardo / New York + adidas UK + ProdCo + Meets Small World
Client: adidas Originals Category: Craft / Sound Design & Music
Award:
2026 Best of Show Best of Show Pencil
Agency:
Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client:
AXA
Title:
Three Words
Category:
Best of Show
Annual ID:
OS26_BOS000G
Award:
2026 Best of Non-Profit Best of Non-Profit Pencil
Agency:
FCB Canada (TBWA\Canada) / Toronto
Client:
SickKids Foundation
Title:
The Count
Category:
Best of Non-Profit
Annual ID:
OS26_BONP001G
Award:
2026 Creator Content Best of Discipline Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best of Creator Content
Annual ID:
OS26_CC000G
Award:
2026 Design in Advertising Best of Discipline Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Best of Design in Advertising
Annual ID:
OS26_DA000G
Award:
2026 The Indies Best of Discipline Pencil
Agency:
Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client:
Coors Light
Title:
Case of the Mondays
Category:
Best of The Indies
Annual ID:
OS26_ID000G
Award:
2026 Integrated / Omnichannel Best of Discipline Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Best of Integrated / Omnichannel
Annual ID:
OS26_IG000G
Award:
2026 Branded Entertainment Best of Discipline Pencil
Agency:
McCann / Paris + Beauty-Co Lab / New York + Breakwater Studios / Los Angeles + Traverse32 / New York
Client:
L'Oréal Paris
Title:
The Final Copy of Ilon Specht
Category:
Best of Branded Entertainment
Annual ID:
OS26_BE000G
Award:
2026 Brand-Side / In-House Best of Discipline Pencil
Agency:
The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client:
The LEGO Group
Title:
LEGO® SMART Play™
Category:
Best of Brand-Side / In-House
Annual ID:
OS26_BS000G
Award:
2026 Cultural Driver Best of Discipline Pencil
Agency:
LePub Mexico + Tecate by Heineken México / Mexico City + Monks Mexico / CDMX + LANDIA / Mexico City
Client:
Tecate by Heineken Group
Title:
Gulf of Mexico (Bar)
Category:
Best of Cultural Driver
Annual ID:
OS26_CD000G
Award:
2026 Creative Use of Technology Best of Discipline Pencil
Agency:
Omnicom / Chicago + Omnicom Production / Chicago + Pes Motion Studio / Chicago
Client:
Rakish Entertainment
Title:
Caption with Intention
Category:
Best of Creative Use of Technology
Annual ID:
OS26_CT000G
Award:
2026 Creative Use of Data Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Herconomy
Title:
Breastmilk Money
Category:
Best of Creative Use of Data
Annual ID:
OS26_CU000G
Award:
2026 Direct Marketing Best of Discipline Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best of Direct Marketing
Annual ID:
OS26_DM000G
Award:
2026 Experiential & Immersive Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Grindr
Title:
I WOOL SURVIVE
Category:
Best of Experiential & Immersive
Annual ID:
OS26_EX000G
Award:
2026 Film & Video Best of Discipline Pencil
Agency:
Grey México / Mexico City + Oriental Films / Mexico City
Client:
La Unión newspaper and Articulo 19
Title:
The shooting
Category:
Best of Film & Video
Annual ID:
OS26_FI000G
Award:
2026 Gaming Best of Discipline Pencil
Agency:
BETC / Paris + Prose on Pixels (POP) / Paris + GUM / Paris
Client:
La Poste
Title:
Delivered by Tetris
Category:
Best of Gaming
Annual ID:
OS26_GA000G
Award:
2026 Health & Wellness Best of Discipline Pencil
Agency:
Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client:
AXA
Title:
Three Words
Category:
Best of Health & Wellness
Annual ID:
OS26_HW000G
Award:
2026 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS26_IN000G
Award:
2026 IP & Product Design Best of Discipline Pencil
Agency:
HERALBONY Co., Ltd / Morioka + DENTSU INC. / Tokyo
Client:
HERALBONY
Title:
Beyond Labels
Category:
Best of IP & Product Design
Annual ID:
OS26_IP000G
Award:
2026 Moving Image Craft & Production Best of Discipline Pencil
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Best of Moving Image Craft & Production
Annual ID:
OS26_MI000G
Award:
2026 Music & Sound Craft Best of Discipline Pencil
Agency:
Grey México / Mexico City + Oriental Films / Mexico City
Client:
La Unión newspaper and Articulo 19
Title:
The shooting
Category:
Best of Music & Sound Craft
Annual ID:
OS26_MS000G
Award:
2026 Out of Home Best of Discipline Pencil
Agency:
VML Czechia / Prague + Mindshare / Prague + B612 Studio / Milan
Client:
Nestlé / KitKat
Title:
KitKat Phone Break
Category:
Best of Out of Home
Annual ID:
OS26_OH000G
Award:
2026 Pharma Best of Discipline Pencil
Agency:
VML Health Spain + VML / New York + Aritium + WideLabs
Client:
Aritium
Title:
PainVisible
Category:
Best of Pharma
Annual ID:
OS26_PH000G
Award:
2026 Public Relations Best of Discipline Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best of Public Relations
Annual ID:
OS26_PR000G
Award:
2026 Print & Promotional Best of Discipline Pencil
Agency:
NoA | Åkestam Holst / Stockholm
Client:
IKEA
Title:
Wherever life goes
Category:
Best of Print & Promotional
Annual ID:
OS26_PT000G
Award:
2026 Radio & Audio-First Best of Discipline Pencil
Agency:
VML / New York
Client:
Mondelez / OREO
Title:
Name This OREO
Category:
Best of Radio & Audio-First
Annual ID:
OS26_RA000G
Award:
2026 Social Media Best of Discipline Pencil
Agency:
adam&eve\TBWA / London + Smuggler
Client:
Columbia Sportswear
Title:
Expedition Impossible
Category:
Best of Social Media
Annual ID:
OS26_SM000G
Award:
2026 Penta Pencil Penta Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
A Decade of Partnership and Trust
Category:
Penta Pencil
Annual ID:
OS26_PP001P
Award:
2026 Creative Marketer Creative Marketer Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Creative Marketer
Annual ID:
OS26_CM001G
Award:
2026 Sustainable Development Goals Pencil SDG Pencil
Agency:
Publicis Conseil / Paris + Prodigious / Paris + Publicis Consultants / Paris
Client:
AXA
Title:
Three Words
Category:
Sustainable Development Goals
Annual ID:
OS26_SD002D
Award:
2026 Social Media Best Use of TikTok Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Best Use of TikTok
Annual ID:
OS26_SMT001T
Award:
2026 Members Choice Members Choice Pencil
Agency:
Mother / London + Biscuit Filmworks / London + Edelman / New York
Client:
Anthropic
Title:
A Time And A Place
Category:
Members Choice
Annual ID:
OS26_MC001G
Award:
2026 Creator Content Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Multi-Creator Collaboration
Annual ID:
OS26_CC001G
Award:
2026 Creator Content Gold Pencil
Agency:
Ogilvy / Singapore + Ogilvy South Africa + Ogilvy UK / London + Ogilvy / New York
Client:
Vaseline
Title:
Vaseline Verified
Category:
Community Activation
Annual ID:
OS26_CC002G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
London Museum
Title:
THE GRIT & THE GLITTER
Category:
Campaign Identity
Annual ID:
OS26_DA001G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Posters / Series
Annual ID:
OS26_DA002G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Leo Italia / Milan
Client:
McDonald's
Title:
The Mosaic
Category:
Out of Home / Brand Installations & Environments
Annual ID:
OS26_DA003G
Award:
2026 Design in Advertising Gold Pencil
Agency:
Uncommon Creative Studio / London
Client:
British Airways
Title:
Reflections
Category:
Craft / Art Direction
Annual ID:
OS26_DA004G
Award:
2026 Design & Branding Gold Pencil
Agency:
HAKUHODO Gravity Inc. / Tokyo + HAKUHODO CABIN Inc. / Tokyo
Client:
SHIPS LTD.
Title:
CRAFTMAN.SHIPS
Category:
Craft / Animation
Annual ID:
OS26_DE007G
Award:
2026 The Indies Gold Pencil
Agency:
Courage Inc. / Toronto + KFC Canada / Toronto
Client:
KFC Canada
Title:
Kyle F*cking Connor
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID001G
Award:
2026 The Indies Gold Pencil
Agency:
Johannes Leonardo / New York + The Kitchen North America + Oztech
Client:
Oscar Mayer
Title:
Wienie 500
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID002G
Award:
2026 The Indies Gold Pencil
Agency:
ISLA / Sao Paulo + ALETA / Buenos Aires + PepsiCo / COLOMBIA + ISLA / Buenos Aires
Client:
PEPSICO
Title:
THE SWEAT SIDE OF SPONSORSHIP
Category:
Creative Effectiveness
Annual ID:
OS26_ID003G
Award:
2026 The Indies Gold Pencil
Agency:
Mischief @ No Fixed Address / Brooklyn + Coors Light + MJZ
Client:
Coors Light
Title:
Case of the Mondays
Category:
Creative Effectiveness
Annual ID:
OS26_ID004G
Award:
2026 The Indies Gold Pencil
Agency:
L&C / New York + Tiffany & Co. / New York
Client:
Tiffany & Co.
Title:
1837 Tiffany Blue Conservation
Category:
Design
Annual ID:
OS26_ID005G
Award:
2026 The Indies Gold Pencil
Agency:
Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client:
Dr. Squatch
Title:
Sydney's Bathwater Bliss
Category:
Products
Annual ID:
OS26_ID006G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Direct Marketing
Annual ID:
OS26_ID007G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Social Media & Creator Content
Annual ID:
OS26_ID008G
Award:
2026 The Indies Gold Pencil
Agency:
Dr. Squatch / Los Angeles + Made You Feel / Los Angeles + Public Display of Affection (PDA) / New York + NoLie Communications / New York
Client:
Dr. Squatch
Title:
Sydney's Bathwater Bliss
Category:
Public Relations
Annual ID:
OS26_ID010G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_ID011G
Award:
2026 The Indies Gold Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_ID012G
Award:
2026 The Indies Gold Pencil
Agency:
Johannes Leonardo / New York + adidas UK + ProdCo + Meets Small World
Client:
adidas Originals
Title:
Original Forever
Category:
Craft / Sound Design & Music
Annual ID:
OS26_ID014G
