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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Gaming - Digital / Console / Online / Mobile
Award
Agency
Client
Title
Category
Annual ID
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Public Relations
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Use of Gaming as a Tool
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Innovation / New Ideas in Gaming
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Integrated / Omnichannel Campaign
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Games / Gaming
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Mobile Gaming
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Integrated / Omnichannel Campaign
The Cheeky Controller
Agency: McCann / London
Client: Microsoft / XBOX Category: Stunts & Activations
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Hammerless
Agency: DAVID / New York + Supercell / Helsinki + Duotone Audio Group / New York + Digital Banana Studio / Paris
Client: Supercell Category: Online / Branded Podcast
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Innovation / New Ideas in Gaming
The Replacer
Agency: 72andSunny / Los Angeles
Client: Call of Duty | Activision Category: Game Marketing
The Toxicity Rating
Agency: Leo / Toronto + MSL / Toronto + North Strategic / Toronto + Angus Reid Group / Toronto
Client: Melanin Gamers Category: Websites
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Events / Virtual
Haaland Payback Time
Agency: DAVID / New York + Supercell / Helsinki
Client: Supercell Category: Innovation / New Ideas in Public Relations
Clash Puzzles
Agency: DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client: Clash of Clans Category: Mobile Gaming
Play Has No Limits feat. King Gnu
Agency: SIX inc. / Tokyo
Client: Sony Interactive Entertainment / PlayStation Category: Craft / VFX & Animation
Unlocking Merge Mansion
Agency: Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client: Metacore / Merge Mansion Category: Games / Gaming
No Going Back
Agency: CUBO CX / New York + HALAL / Amsterdam
Client: Wargaming/ World of Tanks Category: TV, VOD, & Online / Over 90 Seconds - Single
Clash Puzzles
Agency: DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client: Clash of Clans Category: Brand Partnerships
Clash Puzzles
Agency: DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client: Clash of Clans Category: Billboards & Transit / Series
EA Sports FC
Agency: Uncommon Creative Studio / London + EA Sports FC / Vancouver
Client: EA Sports FC Category: Brand Identity / Logo
Cyberpunk 2077: Phantom Liberty — Trailer
Agency: Juice + Goodbye Kansas Studios + CD PROJEKT RED / Warsaw
Client: CD PROJEKT RED Category: Sound Design
Diablo IV
Agency: 72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client: Blizzard Entertainment Category: Game Marketing
Hell Station
Agency: Cheil Worldwide / Seoul + BMT / Seoul
Client: Blizzard Entertainment Category: Game Marketing
Starfield - Wild Imagination
Agency: AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client: Starfield Category: Game Marketing
Starfield Launch Campaign
Agency: AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client: Starfield Category: Game Marketing
Town Hall for Sale
Agency: DAVID / New York + Supercell / Helsinki
Client: Clash of Clans Category: Game Marketing
Unlocking Merge Mansion
Agency: Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client: Metacore / Merge Mansion Category: Game Marketing
Diablo IV
Agency: 72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client: Blizzard Entertainment Category: Artist / Brand Collaboration
EA Sports FC
Agency: Uncommon Creative Studio / London + EA Sports FC / Vancouver
Client: EA Sports FC Category: Brand Identity / Rebranding
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Best of Gaming
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Game Marketing
Switch Voices
Agency: BBDO Argentina / Buenos Aires + Women in Games / Buenos Aires
Client: Women in Games Category: Use of Technology
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Visual Craft / Art Direction
FIFA 23 x TED LASSO
Agency: EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team
Client: EA Sports + Apple Category: Games / Gaming
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Games / Gaming
FIFA 23 x TED LASSO
Agency: EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team
Client: EA Sports + Apple Category: Brand Partnerships
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Community Building
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Craft / Art Direction
Clash from the Past
Agency: Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client: Supercell / Clash of Clans Category: Long Form Video / Single
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 Design Silver Pencil
Agency:
COLLINS / New York
Client:
The Sims
Title:
The Sims
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE012S
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 Branded Entertainment Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Games / Gaming
Annual ID:
OS25_BE024B
Award:
2025 Gaming Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Mobile Gaming
Annual ID:
OS25_GA007B
Award:
2025 Integrated / Omnichannel Bronze Pencil
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG016B
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 Radio & Audio-First Merit Award
Agency:
DAVID / New York + Supercell / Helsinki + Duotone Audio Group / New York + Digital Banana Studio / Paris
Client:
Supercell
Title:
Hammerless
Category:
Online / Branded Podcast
Annual ID:
OS25_RA020M
Award:
2025 Gaming Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Innovation / New Ideas in Gaming
Annual ID:
OS25_GA027M
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:
2025 Gaming Merit Award
Agency:
72andSunny / Los Angeles
Client:
Call of Duty | Activision
Title:
The Replacer
Category:
Game Marketing
Annual ID:
OS25_GA020M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Leo / Toronto + MSL / Toronto + North Strategic / Toronto + Angus Reid Group / Toronto
Client:
Melanin Gamers
Title:
The Toxicity Rating
Category:
Websites
Annual ID:
OS25_IN034M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Events / Virtual
Annual ID:
OS25_EX037M
Award:
2025 Public Relations Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Supercell
Title:
Haaland Payback Time
Category:
Innovation / New Ideas in Public Relations
Annual ID:
OS25_PR067M
Award:
2024 Gaming Silver Pencil
Agency:
DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client:
Clash of Clans
Title:
Clash Puzzles
Category:
Mobile Gaming
Annual ID:
OS24_GA006S
Award:
2024 Gaming Silver Pencil
Agency:
SIX inc. / Tokyo
Client:
Sony Interactive Entertainment / PlayStation
Title:
Play Has No Limits feat. King Gnu
Category:
Craft / VFX & Animation
Annual ID:
OS24_GA008S
Award:
2024 Branded Entertainment Merit Award
Agency:
Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client:
Metacore / Merge Mansion
Title:
Unlocking Merge Mansion
Category:
Games / Gaming
Annual ID:
OS24_BE058M
Award:
2024 Film & Video Merit Award
Agency:
CUBO CX / New York + HALAL / Amsterdam
Client:
Wargaming/ World of Tanks
Title:
No Going Back
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS24_FI072M
Award:
2024 Out of Home Merit Award
Agency:
DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client:
Clash of Clans
Title:
Clash Puzzles
Category:
Brand Partnerships
Annual ID:
OS24_OH091M
Award:
2024 Out of Home Merit Award
Agency:
DAVID / New York + Supercell / Helsinki + Wavemaker / Miami
Client:
Clash of Clans
Title:
Clash Puzzles
Category:
Billboards & Transit / Series
Annual ID:
OS24_OH060M
Award:
2024 Design Merit Award
Agency:
Uncommon Creative Studio / London + EA Sports FC / Vancouver
Client:
EA Sports FC
Title:
EA Sports FC
Category:
Brand Identity / Logo
Annual ID:
OS24_DE053M
Award:
2024 Music & Sound Craft Merit Award
Agency:
Juice + Goodbye Kansas Studios + CD PROJEKT RED / Warsaw
Client:
CD PROJEKT RED
Title:
Cyberpunk 2077: Phantom Liberty — Trailer
Category:
Sound Design
Annual ID:
OS24_MS049M
Award:
2024 Gaming Merit Award
Agency:
72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client:
Blizzard Entertainment
Title:
Diablo IV
Category:
Game Marketing
Annual ID:
OS24_GA027M
Award:
2024 Gaming Merit Award
Agency:
Cheil Worldwide / Seoul + BMT / Seoul
Client:
Blizzard Entertainment
Title:
Hell Station
Category:
Game Marketing
Annual ID:
OS24_GA028M
Award:
2024 Gaming Merit Award
Agency:
AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client:
Starfield
Title:
Starfield - Wild Imagination
Category:
Game Marketing
Annual ID:
OS24_GA029M
Award:
2024 Gaming Merit Award
Agency:
AKQA / Washington, DC + Bethesda Softworks / Rockville + Microsoft / Redmond
Client:
Starfield
Title:
Starfield Launch Campaign
Category:
Game Marketing
Annual ID:
OS24_GA030M
Award:
2024 Gaming Merit Award
Agency:
DAVID / New York + Supercell / Helsinki
Client:
Clash of Clans
Title:
Town Hall for Sale
Category:
Game Marketing
Annual ID:
OS24_GA032M
Award:
2024 Gaming Merit Award
Agency:
Reaktor + R&CPMK / Los Angeles, CA, USA + Jack Morton Worldwide / Los Angeles, CA, USA + Bacon / Copenhagen
Client:
Metacore / Merge Mansion
Title:
Unlocking Merge Mansion
Category:
Game Marketing
Annual ID:
OS24_GA033M
Award:
2024 Music & Sound Craft Merit Award
Agency:
72andSunny / Los Angeles + Activision Blizzard + Dissidence / Paris + Work Editorial
Client:
Blizzard Entertainment
Title:
Diablo IV
Category:
Artist / Brand Collaboration
Annual ID:
OS24_MS046M
Award:
2024 Design Merit Award
Agency:
Uncommon Creative Studio / London + EA Sports FC / Vancouver
Client:
EA Sports FC
Title:
EA Sports FC
Category:
Brand Identity / Rebranding
Annual ID:
OS24_DE064M
Award:
2023 Gaming Best of Discipline Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Best of Gaming
Annual ID:
OS23_GA000G
Award:
2023 Gaming Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Game Marketing
Annual ID:
OS23_GA001G
Award:
2023 Music & Sound Craft Gold Pencil
Agency:
BBDO Argentina / Buenos Aires + Women in Games / Buenos Aires
Client:
Women in Games
Title:
Switch Voices
Category:
Use of Technology
Annual ID:
OS23_MS006G
Award:
2023 Interactive & Mobile Craft Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Visual Craft / Art Direction
Annual ID:
OS23_IC002G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Games / Gaming
Annual ID:
OS23_BE005G
Award:
2023 Branded Entertainment Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Games / Gaming
Annual ID:
OS23_BE006G
Award:
2023 Integrated Gold Pencil
Agency:
EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Brand Partnerships
Annual ID:
OS23_IG007G
Award:
2023 Gaming Gold Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Community Building
Annual ID:
OS23_GA003G
Award:
2023 Integrated Silver Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Craft / Art Direction
Annual ID:
OS23_IG016S
Award:
2023 Branded Entertainment Silver Pencil
Agency:
Wieden+Kennedy / Portland + Supercell / San Francisco + Spark & Riot / New York
Client:
Supercell / Clash of Clans
Title:
Clash from the Past
Category:
Long Form Video / Single
Annual ID:
OS23_BE018S
Award:
2023 Gaming Silver Pencil
Agency:
EA Sports + Apple
Client:
EA Sports + Apple
Title:
FIFA 23 x TED LASSO
Category:
Brand Integration
Annual ID:
OS23_GA007S
