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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Household Goods / Cleaning Products
Award
Agency
Client
Title
Category
Annual ID
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Best of Interactive, Online & Mobile
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Creative Effectiveness / Consumer Products
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Partnerships / Multi-Brand
Preserved Promos
Agency: VML / New York
Client: SC Johnson / Ziploc Category: Innovation / New Ideas in Direct Marketing
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Partnerships
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Integrated / Omnichannel Campaign
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Partnerships
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Brand Universe and Franchise
Windows of Opportunity
Agency: Ogilvy / Chicago
Client: Windex Category: Experiential / Brand Installations
Tide Collateral Stains
Agency: Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client: Tide Category: Social Channel / Multi-Platform
Kleenex Brand Identity Refresh
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Brand Identity / Rebranding
The Rewear Chair
Agency: Uncommon Creative Studio / London
Client: Ecover Category: Promotional / Physical Product
More Than Just Clothes Book
Agency: Havas / London + Jump Design & Print / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Craft / Printing / Production
Kleenex Brand Typeface Design
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Typography / Typeface Design
Kleenex Brand Identity Refresh - System
Agency: Turner Duckworth / New York + Kimberly-Clark
Client: Kleenex Category: Brand Identity / System
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Integrated / Omnichannel Campaign
Winnie-The-Pooh: The Deforested Edition
Agency: TBWA\Melbourne + Eleven / Melbourne + Who Gives a Crap + Fanclub PR / London
Client: Who Gives a Crap Category: Public Relations for Good
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: Influencer Marketing / Use of Celebrity
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: User-Generated Content (UGC)
The Cleft Choir
Agency: BBDO / Bangkok + Unboxnow / Bangkok + Mellow Tunes / Bangkok + The flying Tomato Music / Bangkok
Client: Johnson & Johnson Consumer (Thailand) Ltd. / Listerine Category: Music Adaptation / Song
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Innovation / Use of Media in Social Media
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Film
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Innovation / Use of Media in Film
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Film & Video for Good
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Casting
Me, My Autism and I
Agency: 750mph / London + Havas London / London + SMUGGLER / London + White House Post / London
Client: Vanish Category: Sound Mixing
Winnie-The-Pooh: The Deforested Edition
Agency: TBWA\Melbourne + Eleven / Melbourne + Who Gives a Crap + Fanclub PR / London
Client: Who Gives a Crap Category: Design for Good
Wash Away the Taboo
Agency: LOLA-MULLENLOWE S.L.U / Madrid + MullenLowe UK / London
Client: Persil Category: Craft / Photography
Gonna Need More Tide
Agency: Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client: Tide Category: Popular Culture Impact
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Popular Culture Impact
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Sound Design
Hair Hair Everywhere
Agency: Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client: Procter & Gamble Category: Digital & Online / Banners & Pop-ups
Me, My Autism & I
Agency: Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client: Reckitt / Vanish x Ambitious About Autism Category: Integrated / Omnichannel Campaigns for Good
See Equal #ShareTheLoad
Agency: BBDO India / Mumbai + Procter & Gamble / Mumbai
Client: P&G India / Ariel Category: Single Region or Market / Consumer / Brand
See Equal #ShareTheLoad
Agency: BBDO India / Mumbai + Procter & Gamble / Mumbai
Client: P&G India / Ariel Category: Integrated Campaign
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Social Video / Over 15 Seconds
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Social Media Post / Single
Tide Lucky Jersey
Agency: Saatchi & Saatchi NY / New York
Client: Procter & Gamble - Tide Category: Integrated Campaign
Tide x Marvel Teaser or Tide Ad?
Agency: Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client: Procter & Gamble - Tide Category: Brand Partnerships
Tide Lucky Jersey
Agency: Saatchi & Saatchi NY / New York
Client: Procter & Gamble - Tide Category: Brand Partnerships
Boysen Plants
Agency: TBWA\Santiago Mangada Puno / Makati + Pacific Paint (Boysen) Phils / Manila
Client: Pacific Paint (Boysen) Philippines, Inc Category: P.O.P. & In-Store / Series
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 Creative Effectiveness Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Creative Effectiveness / Consumer Products
Annual ID:
OS26_CE002G
Award:
2026 Direct Marketing Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_DM004G
Award:
2026 Direct Marketing Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Brand Partnerships
Annual ID:
OS26_DM006G
Award:
2026 Interactive, Online & Mobile Gold Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_IN001G
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Brand Partnerships / Multi-Brand
Annual ID:
OS26_IG008S
Award:
2026 Creative Use of Technology Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_CT005S
Award:
2026 Creative Use of Data Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Commerce
Annual ID:
OS26_CU006S
Award:
2026 Direct Marketing Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS26_DM015S
Award:
2026 Interactive, Online & Mobile Silver Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Brand Partnerships
Annual ID:
OS26_IN007S
Award:
2026 Social Media Silver Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Brand Partnerships
Annual ID:
OS26_SM011S
Award:
2026 Integrated / Omnichannel Bronze Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_IG018B
Award:
2026 Branded Entertainment Bronze Pencil
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Brand Partnerships
Annual ID:
OS26_BE025B
Award:
2026 Creative Use of Data Bronze Pencil
Agency:
VML / New York
Client:
SC Johnson / Ziploc
Title:
Preserved Promos
Category:
Brand Partnerships
Annual ID:
OS26_CU013B
Award:
2026 Branded Entertainment Merit Award
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Brand Universe and Franchise
Annual ID:
OS26_BE053M
Award:
2026 Direct Marketing Merit Award
Agency:
Ogilvy / Chicago
Client:
Windex
Title:
Windows of Opportunity
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM038M
Award:
2026 Social Media Merit Award
Agency:
Saatchi & Saatchi NY / New York + O Positive / New York + MSL / New York + Procter & Gamble / Cincinnati
Client:
Tide
Title:
Tide Collateral Stains
Category:
Social Channel / Multi-Platform
Annual ID:
OS26_SM032M
Award:
2025 Design Bronze Pencil
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Identity Refresh
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE026B
Award:
2025 IP & Product Design Merit Award
Agency:
Uncommon Creative Studio / London
Client:
Ecover
Title:
The Rewear Chair
Category:
Promotional / Physical Product
Annual ID:
OS25_IP011M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas / London + Jump Design & Print / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
More Than Just Clothes Book
Category:
Craft / Printing / Production
Annual ID:
OS25_DM112M
Award:
2025 Design Merit Award
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Typeface Design
Category:
Typography / Typeface Design
Annual ID:
OS25_DE065M
Award:
2025 Design Merit Award
Agency:
Turner Duckworth / New York + Kimberly-Clark
Client:
Kleenex
Title:
Kleenex Brand Identity Refresh - System
Category:
Brand Identity / System
Annual ID:
OS25_DE047M
Award:
2024 Film & Video Gold Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_FI006G
Award:
2024 Social Media Gold Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_SM003G
Award:
2024 Health & Wellness Silver Pencil
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_HW015S
Award:
2024 Public Relations Bronze Pencil
Agency:
TBWA\Melbourne + Eleven / Melbourne + Who Gives a Crap + Fanclub PR / London
Client:
Who Gives a Crap
Title:
Winnie-The-Pooh: The Deforested Edition
Category:
Public Relations for Good
Annual ID:
OS24_PR032B
Award:
2024 Social Media Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS24_SM036B
Award:
2024 Creative Use of Technology Bronze Pencil
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
User-Generated Content (UGC)
Annual ID:
OS24_CT019B
Award:
2024 Music & Sound Craft Merit Award
Agency:
BBDO / Bangkok + Unboxnow / Bangkok + Mellow Tunes / Bangkok + The flying Tomato Music / Bangkok
Client:
Johnson & Johnson Consumer (Thailand) Ltd. / Listerine
Title:
The Cleft Choir
Category:
Music Adaptation / Song
Annual ID:
OS24_MS034M
Award:
2024 Social Media Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM122M
Award:
2024 Health & Wellness Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Film
Annual ID:
OS24_HW055M
Award:
2024 Film & Video Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI133M
Award:
2024 Film & Video Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Film & Video for Good
Annual ID:
OS24_FI102M
Award:
2024 Moving Image Craft & Production Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Casting
Annual ID:
OS24_MI111M
Award:
2024 Music & Sound Craft Merit Award
Agency:
750mph / London + Havas London / London + SMUGGLER / London + White House Post / London
Client:
Vanish
Title:
Me, My Autism and I
Category:
Sound Mixing
Annual ID:
OS24_MS054M
Award:
2024 Design Merit Award
Agency:
TBWA\Melbourne + Eleven / Melbourne + Who Gives a Crap + Fanclub PR / London
Client:
Who Gives a Crap
Title:
Winnie-The-Pooh: The Deforested Edition
Category:
Design for Good
Annual ID:
OS24_DE134M
Award:
2024 Out of Home Merit Award
Agency:
LOLA-MULLENLOWE S.L.U / Madrid + MullenLowe UK / London
Client:
Persil
Title:
Wash Away the Taboo
Category:
Craft / Photography
Annual ID:
OS24_OH105M
Award:
2024 Cultural Driver Merit Award
Agency:
Saatchi & Saatchi / New York + Procter & Gamble / Cincinnati + Saatchi & Saatchi X / Cincinnati + Marina Maher Communications / New York
Client:
Tide
Title:
Gonna Need More Tide
Category:
Popular Culture Impact
Annual ID:
OS24_CD013M
Award:
2024 Cultural Driver Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Popular Culture Impact
Annual ID:
OS24_CD015M
Award:
2024 Music & Sound Craft Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Sound Design
Annual ID:
OS24_MS051M
Award:
2024 Direct Marketing Merit Award
Agency:
Leo Burnett / Toronto + The Pub Productions / Toronto + Saatchi & Saatchi / New York
Client:
Procter & Gamble
Title:
Hair Hair Everywhere
Category:
Digital & Online / Banners & Pop-ups
Annual ID:
OS24_DM070M
Award:
2024 Integrated / Omnichannel Merit Award
Agency:
Havas London / London + 750mph / London + Whitehouse / London + SMUGGLER / London
Client:
Reckitt / Vanish x Ambitious About Autism
Title:
Me, My Autism & I
Category:
Integrated / Omnichannel Campaigns for Good
Annual ID:
OS24_IG040M
Award:
2023 Creative Effectiveness Silver Pencil
Agency:
BBDO India / Mumbai + Procter & Gamble / Mumbai
Client:
P&G India / Ariel
Title:
See Equal #ShareTheLoad
Category:
Single Region or Market / Consumer / Brand
Annual ID:
OS23_CE006S
Award:
2023 Integrated Bronze Pencil
Agency:
BBDO India / Mumbai + Procter & Gamble / Mumbai
Client:
P&G India / Ariel
Title:
See Equal #ShareTheLoad
Category:
Integrated Campaign
Annual ID:
OS23_IG019B
Award:
2023 Social Media Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Social Video / Over 15 Seconds
Annual ID:
OS23_SM063M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Social Media Post / Single
Annual ID:
OS23_DM086M
Award:
2023 Integrated Merit Award
Agency:
Saatchi & Saatchi NY / New York
Client:
Procter & Gamble - Tide
Title:
Tide Lucky Jersey
Category:
Integrated Campaign
Annual ID:
OS23_IG039M
Award:
2023 Film & Video Merit Award
Agency:
Saatchi & Saatchi NY / New York + Procter & Gamble / Cincinnati
Client:
Procter & Gamble - Tide
Title:
Tide x Marvel Teaser or Tide Ad?
Category:
Brand Partnerships
Annual ID:
OS23_FI126M
Award:
2023 Direct Marketing Merit Award
Agency:
Saatchi & Saatchi NY / New York
Client:
Procter & Gamble - Tide
Title:
Tide Lucky Jersey
Category:
Brand Partnerships
Annual ID:
OS23_DM117M
Award:
2023 Out of Home Merit Award
Agency:
TBWA\Santiago Mangada Puno / Makati + Pacific Paint (Boysen) Phils / Manila
Client:
Pacific Paint (Boysen) Philippines, Inc
Title:
Boysen Plants
Category:
P.O.P. & In-Store / Series
Annual ID:
OS23_OH038M
