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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Non-Profit
Award
Agency
Client
Title
Category
Annual ID
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client: Japan Blind Judo Federation Category: Technology for Good
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Branded Game
Redesigning Sex Ed
Agency: loved / Hamburg + thjnk AG / Hamburg
Client: FAQ – The better health Group Category: Brand Identity
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Radio & Audio for Good
Call Glenn
Agency: VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client: Child Focus Category: Radio & Audio for Good
The Antiracist Bag
Agency: Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client: University Zumbi dos Palmares Category: Products for Good
Weather Kids
Agency: United Nations Development Programme / New York + Activista LA / Los Angeles + The Artery / New York
Client: United Nations Development Programme Category: Green Pencil
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential / Immersive / Events
TEST-ICLES
Agency: Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
Client: Fundación de Alba Category: Innovation / New Ideas in Health & Wellness
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Experiential Audio
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Storytelling
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Digital Design
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Craft / Sound Design
Opera
Agency: Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client: Royal Ontario Museum (ROM) Category: Animation / Single
Tutu Academy
Agency: Design Army / Washington DC
Client: Hong Kong Ballet Category: Craft / Photography
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Brand Partnerships
Sayakaboshi Elementary School
Agency: Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client: Sayakaboshi Elementary School Category: Posters / Series
Sanlian Humanistic Vernacular Season
Agency: another design / Guangzhou
Client: Sanlian City for Humanity Category: Posters / Series
It works.
Agency: DENTSU INC. / Tokyo
Client: THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO Category: Posters / Series
DIARY OF GLORY
Agency: DENTSU INC. / Tokyo
Client: The Dentsu Advertising Awards 76th Anniversary Category: Posters / Series
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Experiential Music & Sound
The Day a Country Stood Still
Agency: McCann / Prague + Hero & Outlaw / Prague
Client: Czech Insurance Association Category: Events / In-Person
The Game-Changing Announcement
Agency: adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client: The International Paralympic Committee Category: Influencer Marketing / Single Channel
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Innovation / New Ideas in Out of Home
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Non-traditional & Guerrilla Marketing
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Brand Partnerships
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Innovation / Use of Media in Direct Marketing
Codes for Inclusion
Agency: Archer Troy / Mexico City + Google México / Mexico City + Techo México / Mexico City
Client: Google / TECHO Category: Out of Home for Good
Unsilence the Violence
Agency: Scholz & Friends / Germany + 2030 Kommunikation
Client: TERRE DES FEMMES Category: Out of Home for Good
Hutukara Carnaval Parade
Agency: DM9 / Sao Paulo
Client: URIHI YANOMAMI Category: Out of Home for Good
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Out of Home for Good
Olympic Games Opening Ceremony Paris 2024
Agency: Paname 24 / Paris
Client: Paris 2024 Category: Out of Home for Good
The full picture
Agency: Saatchi & Saatchi Germany / Düsseldorf
Client: yeswecan!cer Category: Craft / Art Direction
It works.
Agency: DENTSU INC. / Tokyo
Client: THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO Category: Craft / Art Direction
Sayakaboshi Elementary School
Agency: Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client: Sayakaboshi Elementary School Category: Craft / Illustration
American Cancer Story
Agency: Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client: Change the Ref Category: Long Form Video / Single
The Black Dog(s)
Agency: BETC / Paris
Client: Seconde Chance Category: Digital & Online / Websites & Mobile
Putting the Society back into the RSPCA
Agency: Jones Knowles Ritchie + Studio Drama / London
Client: RSPCA Category: Brand Identity / Rebranding
First Street Foundation Rebranding
Agency: View Source / Brooklyn
Client: First Street Foundation Category: Brand Identity / Rebranding
Signs: AI Powered Sign Language Education
Agency: Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client: NVIDIA, American Society for Deaf Children Category: Branded AI / Experiential
The Final Exam
Agency: Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client: Change The Ref Category: Design for Good
Life-saving Bathhouse
Agency: INNOCEAN / Seoul + GUBO Architects / Seoul + Assemble In / Seoul + studio Delyte / Seoul
Client: World Vision Category: Design for Good
Pin It On Them
Agency: luquire / Charlotte + Company 3 / Atlanta
Client: Change The Ref Category: Design for Good
In Transit
Agency: Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client: Callen-Lorde, MTA, NYC LGBT Historic Sites Project Category: Innovation / New Ideas in Direct Marketing
VISIONGRAM
Agency: DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client: Japan Blind Judo Federation Category: Data for Good
Sights of Tomorrow
Agency: Demner, Merlicek & Bergmann / DMB. / Vienna + Letzte Generation Austria / Vienna
Client: Die letzte Generation Austria Category: Branded AI / Other
Award:
2025 Creative Use of Technology Merit Award
Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client:
Japan Blind Judo Federation
Title:
VISIONGRAM
Category:
Technology for Good
Annual ID:
OS25_CT034M
Award:
2025 Gaming Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Branded Game
Annual ID:
OS25_GA012M
Award:
2025 Health & Wellness Merit Award
Agency:
loved / Hamburg + thjnk AG / Hamburg
Client:
FAQ – The better health Group
Title:
Redesigning Sex Ed
Category:
Brand Identity
Annual ID:
OS25_HW042M
Award:
2025 Film & Video Merit Award
Agency:
NOMINT / London
Client:
WWF
Title:
In Hot Water
Category:
Innovation / Execution in Film
Annual ID:
OS25_FI127M
Award:
2025 Print & Promotional Merit Award
Agency:
alma DDB / Miami
Client:
Change the Ref
Title:
Wrong Candidates
Category:
Newspaper / Series
Annual ID:
OS25_PT028M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Radio & Audio for Good
Annual ID:
OS25_RA035M
Award:
2025 Radio & Audio-First Merit Award
Agency:
VML Belgium / Antwerp + Child Focus / Brussels + AKA De Mensen / Zaventem
Client:
Child Focus
Title:
Call Glenn
Category:
Radio & Audio for Good
Annual ID:
OS25_RA036M
Award:
2025 IP & Product Design Merit Award
Agency:
Grey Brasil / São Paulo + University Zumbi dos Palmares / Sao Paulo
Client:
University Zumbi dos Palmares
Title:
The Antiracist Bag
Category:
Products for Good
Annual ID:
OS25_IP019M
Award:
2025 Green Pencil Merit Award
Agency:
United Nations Development Programme / New York + Activista LA / Los Angeles + The Artery / New York
Client:
United Nations Development Programme
Title:
Weather Kids
Category:
Green Pencil
Annual ID:
OS25_GP003M
Award:
2025 Health & Wellness Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Experiential / Immersive / Events
Annual ID:
OS25_HW038M
Award:
2025 Health & Wellness Merit Award
Agency:
Ogilvy Mexico / Mexico City + Ogilvy Health / New York + Fundación De Alba / Mexico City + Estudios Machina
Client:
Fundación de Alba
Title:
TEST-ICLES
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW078M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Experiential Audio
Annual ID:
OS25_EX060M
Award:
2025 Creative Use of Data Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Storytelling
Annual ID:
OS25_CU021M
Award:
2025 Design Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Digital Design
Annual ID:
OS25_DE090M
Award:
2025 Gaming Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Craft / Sound Design
Annual ID:
OS25_GA025M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Broken Heart Love Affair / Toronto + Royal Ontario Museum (ROM) / Toronto + Chemistry Film / Copenhagen + Revolver Films / Toronto
Client:
Royal Ontario Museum (ROM)
Title:
Opera
Category:
Animation / Single
Annual ID:
OS25_MI093M
Award:
2025 Design Merit Award
Agency:
Design Army / Washington DC
Client:
Hong Kong Ballet
Title:
Tutu Academy
Category:
Craft / Photography
Annual ID:
OS25_DE137M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Brand Partnerships
Annual ID:
OS25_BE074M
Award:
2025 Health & Wellness Merit Award
Agency:
alma DDB / Miami
Client:
Change the Ref
Title:
Wrong Candidates
Category:
Print
Annual ID:
OS25_HW057M
Award:
2025 Design Merit Award
Agency:
Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client:
Sayakaboshi Elementary School
Title:
Sayakaboshi Elementary School
Category:
Posters / Series
Annual ID:
OS25_DE096M
Award:
2025 Design Merit Award
Agency:
another design / Guangzhou
Client:
Sanlian City for Humanity
Title:
Sanlian Humanistic Vernacular Season
Category:
Posters / Series
Annual ID:
OS25_DE099M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO
Title:
It works.
Category:
Posters / Series
Annual ID:
OS25_DE100M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
The Dentsu Advertising Awards 76th Anniversary
Title:
DIARY OF GLORY
Category:
Posters / Series
Annual ID:
OS25_DE101M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
NOMINT / London
Client:
WWF
Title:
In Hot Water
Category:
Use of Technology
Annual ID:
OS25_MI121M
Award:
2025 Music & Sound Craft Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Experiential Music & Sound
Annual ID:
OS25_MS029M
Award:
2025 Experiential & Immersive Merit Award
Agency:
McCann / Prague + Hero & Outlaw / Prague
Client:
Czech Insurance Association
Title:
The Day a Country Stood Still
Category:
Events / In-Person
Annual ID:
OS25_EX031M
Award:
2025 Social Media Merit Award
Agency:
adam&eveDDB / New York + adam&eveStudios / London + International Paralympic Committee / Bonn + Blinkink / London
Client:
The International Paralympic Committee
Title:
The Game-Changing Announcement
Category:
Influencer Marketing / Single Channel
Annual ID:
OS25_SM064M
Award:
2025 Out of Home Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Innovation / New Ideas in Out of Home
Annual ID:
OS25_OH111M
Award:
2025 Direct Marketing Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM070M
Award:
2025 Health & Wellness Merit Award
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Brand Partnerships
Annual ID:
OS25_HW067M
Award:
2025 Direct Marketing Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS25_DM125M
Award:
2025 Out of Home Merit Award
Agency:
Archer Troy / Mexico City + Google México / Mexico City + Techo México / Mexico City
Client:
Google / TECHO
Title:
Codes for Inclusion
Category:
Out of Home for Good
Annual ID:
OS25_OH079M
Award:
2025 Out of Home Merit Award
Agency:
Scholz & Friends / Germany + 2030 Kommunikation
Client:
TERRE DES FEMMES
Title:
Unsilence the Violence
Category:
Out of Home for Good
Annual ID:
OS25_OH082M
Award:
2025 Out of Home Merit Award
Agency:
DM9 / Sao Paulo
Client:
URIHI YANOMAMI
Title:
Hutukara Carnaval Parade
Category:
Out of Home for Good
Annual ID:
OS25_OH084M
Award:
2025 Out of Home Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Out of Home for Good
Annual ID:
OS25_OH085M
Award:
2025 Out of Home Merit Award
Agency:
Paname 24 / Paris
Client:
Paris 2024
Title:
Olympic Games Opening Ceremony Paris 2024
Category:
Out of Home for Good
Annual ID:
OS25_OH086M
Award:
2025 Design Merit Award
Agency:
Saatchi & Saatchi Germany / Düsseldorf
Client:
yeswecan!cer
Title:
The full picture
Category:
Craft / Art Direction
Annual ID:
OS25_DE128M
Award:
2025 Design Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
THE YOSHIDA HIDEO MEMORIAL FOUNDATION / AD MUSEUM TOKYO
Title:
It works.
Category:
Craft / Art Direction
Annual ID:
OS25_DE130M
Award:
2025 Design Merit Award
Agency:
Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music / Tokyo + Aoi Pro. Inc. / Tokyo
Client:
Sayakaboshi Elementary School
Title:
Sayakaboshi Elementary School
Category:
Craft / Illustration
Annual ID:
OS25_DE136M
Award:
2025 Branded Entertainment Merit Award
Agency:
Klick Health / Toronto + AudioInk + BUF Company + Taking Over Films
Client:
Change the Ref
Title:
American Cancer Story
Category:
Long Form Video / Single
Annual ID:
OS25_BE041M
Award:
2025 Direct Marketing Merit Award
Agency:
BETC / Paris
Client:
Seconde Chance
Title:
The Black Dog(s)
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM063M
Award:
2025 Design Merit Award
Agency:
Jones Knowles Ritchie + Studio Drama / London
Client:
RSPCA
Title:
Putting the Society back into the RSPCA
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE053M
Award:
2025 Design Merit Award
Agency:
View Source / Brooklyn
Client:
First Street Foundation
Title:
First Street Foundation Rebranding
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE056M
Award:
2025 Creative Use of AI Merit Award
Agency:
Hello Monday/DEPT® / Aarhus + American Society of Deaf Children + NVIDIA
Client:
NVIDIA, American Society for Deaf Children
Title:
Signs: AI Powered Sign Language Education
Category:
Branded AI / Experiential
Annual ID:
OS25_AI009M
Award:
2025 Design Merit Award
Agency:
Energy BBDO / Chicago + Webcore Games + Flutu Music + Druid Creative Gaming
Client:
Change The Ref
Title:
The Final Exam
Category:
Design for Good
Annual ID:
OS25_DE119M
Award:
2025 Design Merit Award
Agency:
INNOCEAN / Seoul + GUBO Architects / Seoul + Assemble In / Seoul + studio Delyte / Seoul
Client:
World Vision
Title:
Life-saving Bathhouse
Category:
Design for Good
Annual ID:
OS25_DE120M
Award:
2025 Design Merit Award
Agency:
luquire / Charlotte + Company 3 / Atlanta
Client:
Change The Ref
Title:
Pin It On Them
Category:
Design for Good
Annual ID:
OS25_DE125M
Award:
2025 Direct Marketing Merit Award
Agency:
Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Client:
Callen-Lorde, MTA, NYC LGBT Historic Sites Project
Title:
In Transit
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM117M
Award:
2025 Creative Use of Data Merit Award
Agency:
DENTSU INC. / Tokyo + Pyramid Film Quadra Inc. / Tokyo + SHINDII, LLC. / Yokohama
Client:
Japan Blind Judo Federation
Title:
VISIONGRAM
Category:
Data for Good
Annual ID:
OS25_CU043M
Award:
2025 Creative Use of AI Merit Award
Agency:
Demner, Merlicek & Bergmann / DMB. / Vienna + Letzte Generation Austria / Vienna
Client:
Die letzte Generation Austria
Title:
Sights of Tomorrow
Category:
Branded AI / Other
Annual ID:
OS25_AI012M