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
Winning Isn't for Everyone
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: Craft / Writing
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Use of Technology
When You’ve Done Enough - Evil’d Enough
Agency: Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client: Uber/Uber Eats Category: Casting / Actor
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Use of Gaming as a Tool
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Content at the Speed of Culture
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: TV, VOD, & Online / Over 90 Seconds - Single
This is not a game
Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client: Telefonica Movistar Category: TV, VOD, & Online / Over 90 Seconds - Single
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Branded Content
What the fast!
Agency: Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client: Krungsri Frist Choice Category: Use of Humor
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Pharma
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Innovation / New Ideas in Pharma
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Use of Humor
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Technology as a Creative Tool
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Use of Humor
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Innovation / New Ideas in Gaming
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential Radio & Audio
Introducing Immersive Video on Apple Vision Pro
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Innovation / Execution in Experiential & Immersive
Most Likely To
Agency: Ogilvy Canada / Toronto + Unilver + Smuggler @ Soft Citizen
Client: Dove Category: Casting / Real People
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Products for Good
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Experiential / Immersive / Events
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / New Ideas in Health & Wellness
Transition Body Lotion
Agency: Ogilvy / Singapore
Client: Vaseline Category: Innovation / New Ideas in IP & Product Design
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Custom Content
Winning Isn't for Everyone
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: Writing / Single
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client: Apple Category: Craft / Art Direction
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Spatial Design / Wayfinding
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Craft / Use of Technology
Move forward.
Agency: DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Posters / Series
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Innovation / Execution in Out of Home
Uncle KFC's Rice Bowl
Agency: Wolf BKK / Bangkok + Suneta House / Bangkok
Client: KFC Thailand Category: Use of Humor
One Second Ads
Agency: Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client: Budweiser Category: Innovation / Use of Media in Social Media
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Craft / Art Direction
Change Your World
Agency: Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client: Squarespace Category: Craft / Art Direction
Wendy's Enters The Chat
Agency: VML / Kansas City + The Wendy's Company / Dublin OH
Client: The Wendy's Company Category: Social Channel / Single Platform
Nutter Butter, You Good?
Agency: Dentsu Creative / New York
Client: Mondelēz International / Nutter Butter Category: Social Channel / Single Platform
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Audio
Hey Jude
Agency: Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client: adidas Category: Social Post / Single
Olympic Curry
Agency: DDB Paris / Paris + McDonald's / Paris
Client: McDonald's Category: Social Post / Single
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Out of Home for Good
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 Integrated / Omnichannel Gold Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Winning Isn't for Everyone
Category:
Craft / Writing
Annual ID:
OS25_IG005G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Use of Technology
Annual ID:
OS25_CU002G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Mother / London + O Positive / Santa Monica + EssenceMediacom + Uber Eats / London
Client:
Uber/Uber Eats
Title:
When You’ve Done Enough - Evil’d Enough
Category:
Casting / Actor
Annual ID:
OS25_MI008G
Award:
2025 Health & Wellness Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Products
Annual ID:
OS25_HW003G
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 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 Cultural Driver Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD003G
Award:
2025 Film & Video Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS25_FI002G
Award:
2025 Film & Video Gold Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS25_FI003G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_EX001G
Award:
2025 Experiential & Immersive 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_EX002G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Commerce
Annual ID:
OS25_DM005G
Award:
2025 Health & Wellness Gold Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Branded Content
Annual ID:
OS25_HW001G
Award:
2025 Film & Video Gold Pencil
Agency:
Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client:
Krungsri Frist Choice
Title:
What the fast!
Category:
Use of Humor
Annual ID:
OS25_FI004G
Award:
2025 Pharma Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH002G
Award:
2025 Pharma Gold 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:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH003G
Award:
2025 Health & Wellness Gold Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Use of Humor
Annual ID:
OS25_HW008G
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:
Technology as a Creative Tool
Annual ID:
OS25_CT001G
Award:
2025 Interactive, Online & Mobile Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Craft / Use of Technology
Annual ID:
OS25_IN007G
Award:
2025 Social Media Gold Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Use of Humor
Annual ID:
OS25_SM008G
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 Radio & Audio-First Gold 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:
Experiential Radio & Audio
Annual ID:
OS25_RA001G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Innovation / Execution in Experiential & Immersive
Annual ID:
OS25_EX005G
Award:
2025 Out of Home Gold Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Photography
Annual ID:
OS25_OH010G
Award:
2025 Out of Home Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
P.O.P. & In-Store / Series
Annual ID:
OS25_OH001G
Award:
2025 Print & Promotional Gold Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Newspaper / Series
Annual ID:
OS25_PT001G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Ogilvy Canada / Toronto + Unilver + Smuggler @ Soft Citizen
Client:
Dove
Title:
Most Likely To
Category:
Casting / Real People
Annual ID:
OS25_MI009G
Award:
2025 IP & Product Design Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Products for Good
Annual ID:
OS25_IP001G
Award:
2025 IP & Product Design Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Products for Good
Annual ID:
OS25_IP002G
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:
Experiential / Immersive / Events
Annual ID:
OS25_HW002G
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:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW009G
Award:
2025 IP & Product Design Gold Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP003G
Award:
2025 Music & Sound Craft Gold 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:
Custom Content
Annual ID:
OS25_MS001G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Winning Isn't for Everyone
Category:
Writing / Single
Annual ID:
OS25_MI002G
Award:
2025 Experiential & Immersive Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles + The Sweetshop
Client:
Apple
Title:
Submerged
Category:
Craft / Art Direction
Annual ID:
OS25_EX004G
Award:
2025 Design Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Spatial Design / Wayfinding
Annual ID:
OS25_DE003G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Craft / Use of Technology
Annual ID:
OS25_BE008G
Award:
2025 Design Gold 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:
Posters / Series
Annual ID:
OS25_DE001G
Award:
2025 Out of Home Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Innovation / Execution in Out of Home
Annual ID:
OS25_OH011G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Wolf BKK / Bangkok + Suneta House / Bangkok
Client:
KFC Thailand
Title:
Uncle KFC's Rice Bowl
Category:
Use of Humor
Annual ID:
OS25_BE006G
Award:
2025 Social Media Gold Pencil
Agency:
Africa Creative / Sao Paulo + Budweiser / Sao Paulo
Client:
Budweiser
Title:
One Second Ads
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM009G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Craft / Art Direction
Annual ID:
OS25_BS005G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + ICONOCLAST / Los Angeles + Cartel Editorial + Electric Theatre Collective
Client:
Squarespace
Title:
Change Your World
Category:
Craft / Art Direction
Annual ID:
OS25_BS006G
Award:
2025 Social Media Gold Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Social Channel / Single Platform
Annual ID:
OS25_SM001G
Award:
2025 Social Media Gold Pencil
Agency:
Dentsu Creative / New York
Client:
Mondelēz International / Nutter Butter
Title:
Nutter Butter, You Good?
Category:
Social Channel / Single Platform
Annual ID:
OS25_SM002G
Award:
2025 Branded Entertainment Gold 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:
Audio
Annual ID:
OS25_BE001G
Award:
2025 Social Media Gold Pencil
Agency:
Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client:
adidas
Title:
Hey Jude
Category:
Social Post / Single
Annual ID:
OS25_SM003G
Award:
2025 Social Media Gold Pencil
Agency:
DDB Paris / Paris + McDonald's / Paris
Client:
McDonald's
Title:
Olympic Curry
Category:
Social Post / Single
Annual ID:
OS25_SM004G
Award:
2025 Out of Home 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 for Good
Annual ID:
OS25_OH007G