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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Award
Agency
Client
Title
Category
Annual ID
No Project without Drama
Agency: HeimatTBWA\ Berlin
Client: HORNBACH Category: Best of Moving Image Craft & Production
Sleep Talk Reviews
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Integrated / Omnichannel Campaign
The Password Heist
Agency: BETC/BETC Fullsix
Client: Leroy Merlin Category: Social Post / Real-time Response
Ghost Town
Agency: CarrefourSA / Istanbul + TBWA\Istanbul
Client: CarrefourSA Category: Out of Home / Brand Installations & Environments
The Kimberly Price
Agency: Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client: Plaza Vea Category: Commerce
Bring a book to life
Agency: Droga5, part of Accenture Song / London + Amazon + Biscuit Filmworks / London + Work Editorial / London
Client: Amazon Books Category: Cinema Advertising
No Project without Drama
Agency: HeimatTBWA\ Berlin
Client: HORNBACH Category: Special / Practical Effects / Single
Yes, JCP
Agency: Mischief @ No Fixed Address / Brooklyn + JCPenney
Client: JCPenney Category: Creative Effectiveness
Merry Birthday
Agency: FIG / New York City + Park Pictures / New York + Small Girls PR / New York
Client: Publix Category: Products
Bring a book to life
Agency: Droga5, part of Accenture Song / London + Time Based Arts / London + Work Editorial / London + Biscuit Filmworks / London
Client: Amazon Books Category: TV, VOD, & Online / 61-90 Seconds - Single
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA Category: Online & Mobile
Ghost Town
Agency: CarrefourSA / Istanbul + TBWA\Istanbul
Client: CarrefourSA Category: Brand Installations
Boxed Ads
Agency: GUT / Buenos Aires + Mercado Libre / Buenos Aires + Publicidad Sarmiento / Buenos Aires
Client: Mercado Libre Category: Brand Partnerships
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Community Engagement
The Password Heist
Agency: BETC/BETC Fullsix
Client: Leroy Merlin Category: Social Media Stunts & Activations
TikTok Currency
Agency: NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client: Verkkokauppa.com Category: Community Activation
Ghost Town
Agency: CarrefourSA / Istanbul + TBWA\Istanbul
Client: CarrefourSA Category: Design for Good
BILLBOARDS THE SIZE OF YOUR HOME
Agency: Buentipo / Bogota
Client: MUEBLES TUGÓ Category: Innovation / Use of Media in Campaign Design
Hyakuyozu, Daimaru Matsuzakaya
Agency: mount inc. / Tokyo + Nippon Design Center, Inc. / Tokyo
Client: Daimaru Matsuzakaya Department Stores Co.Ltd. Category: Digital Design
Karangahape Returns
Agency: Motion Sickness / Auckland + Karangahape Business Association
Client: Karaghape Business Association Category: Experiential / Immersive / Events
Karangahape Returns
Agency: Motion Sickness / Auckland + Karangahape Business Association
Client: Karaghape Business Association Category: Direct Marketing
Sleep Talk Reviews
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Brand Transformation / Repositioning
Five Star Theater Starring Benedict Cumberbatch
Agency: Amazon XCM
Client: Amazon Category: Branded Content
The Kimberly Price
Agency: Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client: Plaza Vea Category: Popular Culture Impact
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA Category: Technology as a Creative Tool
The Thrift That Got Away
Agency: BarkleyOKRP / Kansas City
Client: The Salvation Army Thrift Store Category: Creative Use of Data
Karangahape Returns
Agency: Motion Sickness / Auckland + Karangahape Business Association
Client: Karaghape Business Association Category: Experiential / Brand Installations
Baitboards
Agency: GUT / Buenos Aires + ECLOUD / Buenos Aires + IMAXEN / Buenos Aires
Client: Mercado Libre/Mercado Ads Category: B2B Communications
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa Category: Direct Marketing for Good
The Rewards Bag
Agency: VML / Montevideo + WPP Media / Montevideo
Client: TaTa Category: Innovation / Use of Media in Direct Marketing
IKEA Phone Sleep Collection
Agency: Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client: Al-Futtaim IKEA Category: Physical Products
Irmela vs. Nazis
Agency: Scholz & Friends / Berlin
Client: toom DIY market Category: TV, VOD, & Online / 30 Seconds and Under - Series
No Project without Drama
Agency: HeimatTBWA\ Berlin
Client: HORNBACH Category: TV, VOD, & Online / Over 90 Seconds - Single
Unloved
Agency: Romance / Paris + Wizz@Quad / Clichy + Intermarché / Paris + DIVINE / Paris
Client: Intermarché Category: TV, VOD, & Online / Over 90 Seconds - Single
Unloved
Agency: Romance / Paris + Wizz@Quad / Clichy + Intermarché / Paris + DIVINE / Paris
Client: Intermarché Category: Cinema Advertising
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 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:
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 Moving Image Craft & Production Gold Pencil
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Direction / Single
Annual ID:
OS26_MI001G
Award:
2026 Social Media Gold Pencil
Agency:
BETC/BETC Fullsix
Client:
Leroy Merlin
Title:
The Password Heist
Category:
Social Post / Real-time Response
Annual ID:
OS26_SM001G
Award:
2026 Design in Advertising Silver Pencil
Agency:
CarrefourSA / Istanbul + TBWA\Istanbul
Client:
CarrefourSA
Title:
Ghost Town
Category:
Out of Home / Brand Installations & Environments
Annual ID:
OS26_DA007S
Award:
2026 The Indies Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Radio, Audio & Podcasts
Annual ID:
OS26_ID023S
Award:
2026 The Indies Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Craft / Use of Humor
Annual ID:
OS26_ID026S
Award:
2026 Integrated / Omnichannel Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_IG010S
Award:
2026 Direct Marketing Silver Pencil
Agency:
VML / Montevideo + WPP Media / Montevideo
Client:
TaTa
Title:
The Rewards Bag
Category:
Commerce
Annual ID:
OS26_DM010S
Award:
2026 Direct Marketing Silver Pencil
Agency:
Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client:
Plaza Vea
Title:
The Kimberly Price
Category:
Commerce
Annual ID:
OS26_DM011S
Award:
2026 Film & Video Silver Pencil
Agency:
Droga5, part of Accenture Song / London + Amazon + Biscuit Filmworks / London + Work Editorial / London
Client:
Amazon Books
Title:
Bring a book to life
Category:
Cinema Advertising
Annual ID:
OS26_FI015S
Award:
2026 Moving Image Craft & Production Silver Pencil
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Special / Practical Effects / Single
Annual ID:
OS26_MI014S
Award:
2026 Moving Image Craft & Production Silver Pencil
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Production Design
Annual ID:
OS26_MI015S
Award:
2026 Social Media Silver Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Craft / Use of Humor
Annual ID:
OS26_SM013S
Award:
2026 The Indies Bronze Pencil
Agency:
Mischief @ No Fixed Address / Brooklyn + JCPenney
Client:
JCPenney
Title:
Yes, JCP
Category:
Creative Effectiveness
Annual ID:
OS26_ID033B
Award:
2026 The Indies Bronze Pencil
Agency:
FIG / New York City + Park Pictures / New York + Small Girls PR / New York
Client:
Publix
Title:
Merry Birthday
Category:
Products
Annual ID:
OS26_ID035B
Award:
2026 Film & Video Bronze Pencil
Agency:
Droga5, part of Accenture Song / London + Time Based Arts / London + Work Editorial / London + Biscuit Filmworks / London
Client:
Amazon Books
Title:
Bring a book to life
Category:
TV, VOD, & Online / 61-90 Seconds - Single
Annual ID:
OS26_FI025B
Award:
2026 Health & Wellness Bronze Pencil
Agency:
Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Online & Mobile
Annual ID:
OS26_HW019B
Award:
2026 Moving Image Craft & Production Bronze Pencil
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Editing / Single
Annual ID:
OS26_MI022B
Award:
2026 Out of Home Bronze Pencil
Agency:
CarrefourSA / Istanbul + TBWA\Istanbul
Client:
CarrefourSA
Title:
Ghost Town
Category:
Brand Installations
Annual ID:
OS26_OH019B
Award:
2026 Out of Home Bronze Pencil
Agency:
Ogilvy / Amsterdam
Client:
Loods 5
Title:
Showroom on Ice
Category:
Experiential & Installations
Annual ID:
OS26_OH021B
Award:
2026 Out of Home Bronze Pencil
Agency:
GUT / Buenos Aires + Mercado Libre / Buenos Aires + Publicidad Sarmiento / Buenos Aires
Client:
Mercado Libre
Title:
Boxed Ads
Category:
Brand Partnerships
Annual ID:
OS26_OH025B
Award:
2026 Public Relations Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Digital & Online
Annual ID:
OS26_PR010B
Award:
2026 Social Media Bronze Pencil
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Community Engagement
Annual ID:
OS26_SM019B
Award:
2026 Social Media Bronze Pencil
Agency:
BETC/BETC Fullsix
Client:
Leroy Merlin
Title:
The Password Heist
Category:
Social Media Stunts & Activations
Annual ID:
OS26_SM021B
Award:
2026 Creator Content Merit Award
Agency:
NoA | Bob the Robot / Helsinki + Verkkokauppa.com + OMG Finland / Helsinki + Pictures Helsinki / Helsinki
Client:
Verkkokauppa.com
Title:
TikTok Currency
Category:
Community Activation
Annual ID:
OS26_CC013M
Award:
2026 Design in Advertising Merit Award
Agency:
CarrefourSA / Istanbul + TBWA\Istanbul
Client:
CarrefourSA
Title:
Ghost Town
Category:
Design for Good
Annual ID:
OS26_DA033M
Award:
2026 Design in Advertising Merit Award
Agency:
Buentipo / Bogota
Client:
MUEBLES TUGÓ
Title:
BILLBOARDS THE SIZE OF YOUR HOME
Category:
Innovation / Use of Media in Campaign Design
Annual ID:
OS26_DA051M
Award:
2026 Design & Branding Merit Award
Agency:
mount inc. / Tokyo + Nippon Design Center, Inc. / Tokyo
Client:
Daimaru Matsuzakaya Department Stores Co.Ltd.
Title:
Hyakuyozu, Daimaru Matsuzakaya
Category:
Digital Design
Annual ID:
OS26_DE056M
Award:
2026 The Indies Merit Award
Agency:
Motion Sickness / Auckland + Karangahape Business Association
Client:
Karaghape Business Association
Title:
Karangahape Returns
Category:
Experiential / Immersive / Events
Annual ID:
OS26_ID067M
Award:
2026 The Indies Merit Award
Agency:
Motion Sickness / Auckland + Karangahape Business Association
Client:
Karaghape Business Association
Title:
Karangahape Returns
Category:
Direct Marketing
Annual ID:
OS26_ID084M
Award:
2026 Integrated / Omnichannel Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Sleep Talk Reviews
Category:
Brand Transformation / Repositioning
Annual ID:
OS26_IG030M
Award:
2026 Creative Use of AI Merit Award
Agency:
R/GA Argentina
Client:
AB InBev
Title:
TaDa Abandoned Nights
Category:
Creative Use of Data
Annual ID:
OS26_AI014M
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Amazon XCM
Client:
Amazon
Title:
Five Star Theater Starring Benedict Cumberbatch
Category:
Branded Content
Annual ID:
OS26_BS025M
Award:
2026 Cultural Driver Merit Award
Agency:
Fahrenheit DDB / Lima + Kazoo Audio / Lima + Grecia Studios / Lima + Canica Films / Lima
Client:
Plaza Vea
Title:
The Kimberly Price
Category:
Popular Culture Impact
Annual ID:
OS26_CD018M
Award:
2026 Creative Use of Technology Merit Award
Agency:
Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Technology as a Creative Tool
Annual ID:
OS26_CT014M
Award:
2026 Creative Use of Technology Merit Award
Agency:
BarkleyOKRP / Kansas City
Client:
The Salvation Army Thrift Store
Title:
The Thrift That Got Away
Category:
Creative Use of Data
Annual ID:
OS26_CT017M
Award:
2026 Direct Marketing Merit Award
Agency:
Motion Sickness / Auckland + Karangahape Business Association
Client:
Karaghape Business Association
Title:
Karangahape Returns
Category:
Experiential / Brand Installations
Annual ID:
OS26_DM040M
Award:
2026 Direct Marketing Merit Award
Agency:
GUT / Buenos Aires + ECLOUD / Buenos Aires + IMAXEN / Buenos Aires
Client:
Mercado Libre/Mercado Ads
Title:
Baitboards
Category:
B2B Communications
Annual ID:
OS26_DM068M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / Montevideo + WPP Media / Montevideo
Client:
TaTa
Title:
The Rewards Bag
Category:
Direct Marketing for Good
Annual ID:
OS26_DM071M
Award:
2026 Direct Marketing Merit Award
Agency:
VML / Montevideo + WPP Media / Montevideo
Client:
TaTa
Title:
The Rewards Bag
Category:
Innovation / Use of Media in Direct Marketing
Annual ID:
OS26_DM082M
Award:
2026 Experiential & Immersive Merit Award
Agency:
Memac Ogilvy UAE / Dubai + Al-Futtaim IKEA / Dubai + WPP Media | Essencemediacom / Dubai + Melt Studio / Dubai
Client:
Al-Futtaim IKEA
Title:
IKEA Phone Sleep Collection
Category:
Physical Products
Annual ID:
OS26_EX031M
Award:
2026 Film & Video Merit Award
Agency:
Scholz & Friends / Berlin
Client:
toom DIY market
Title:
Irmela vs. Nazis
Category:
TV, VOD, & Online / 30 Seconds and Under - Series
Annual ID:
OS26_FI046M
Award:
2026 Film & Video Merit Award
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS26_FI067M
Award:
2026 Film & Video Merit Award
Agency:
Romance / Paris + Wizz@Quad / Clichy + Intermarché / Paris + DIVINE / Paris
Client:
Intermarché
Title:
Unloved
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS26_FI076M
Award:
2026 Film & Video Merit Award
Agency:
HeimatTBWA\ Berlin
Client:
HORNBACH
Title:
No Project without Drama
Category:
Cinema Advertising
Annual ID:
OS26_FI083M
Award:
2026 Film & Video Merit Award
Agency:
Romance / Paris + Wizz@Quad / Clichy + Intermarché / Paris + DIVINE / Paris
Client:
Intermarché
Title:
Unloved
Category:
Cinema Advertising
Annual ID:
OS26_FI085M
