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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Award
Agency
Client
Title
Category
Annual ID
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB Category: Content at the Speed of Culture
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Billboards & Transit / Series
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Craft / Craft - Use of Technology - AI
Megan Thee [____]
Agency: Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client: Amazon Category: Artist / Brand Collaboration
GamePay
Agency: Leo / Stockholm + Frame / Stockholm + Elgiganten / Stockholm + More Digital Studios / Stockholm
Client: Elgiganten Category: Commerce
Writing and Drawing
Agency: Day Day Up Design Consultancy
Client: Tianzhen Hall Category: Promotional / Booklets, Books & Brochures
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Storytelling
5-Star Theater with Adam Driver
Agency: Amazon XCM + Caviar
Client: Amazon Category: TV, VOD, & Online / Varying Length Series
Back to Discount
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Aldi France Category: Social Post / Real-time Response
Amazon Brand Architecture
Agency: Amazon XCM + Koto
Client: Amazon Category: Brand Identity / Rebranding
Living Stories
Agency: Rethink / Toronto + Penguin Books Random House
Client: Penguin Books Random House Category: Use of Smart Devices & Voice Assistants
The Gifting Hour
Agency: Riff Raff Films / London
Client: John Lewis Category: Cinematography / Single
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Experiential / Customer Experience / CX
Back to Discount
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client: Aldi France Category: Commerce
Hus of FRAKTA
Agency: Mother / London + IKEA / London
Client: IKEA Category: Spatial Design / Experiential & Immersive
The Shaded Route
Agency: VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client: Hungerstation Category: Real-Time Data
5-Star Theater with Adam Driver
Agency: Amazon XCM + Caviar
Client: Amazon Category: Branded Content
Megan Thee [____]
Agency: Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client: Amazon Category: Branded Content
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Innovation / New Ideas in Design
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Promotional / Integrated Digital & Physical Product
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB Category: Use of Humor
Following Wildfire
Agency: Dentsu Creative Canada / Toronto + tentree / Vancouver
Client: tentree Category: Social Media
Obey Your Hands.
Agency: HeimatTBWA\ Germany
Client: HORNBACH Baumarkt AG Category: Special / Practical Effects / Single
U up?
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Innovation / Use of Media in Social Media
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Non-traditional & Guerrilla Marketing
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Digital & Online / Websites & Mobile
Audience Delivery
Agency: DM9 / Sao Paulo
Client: iFood Category: Digital & Online / Websites & Mobile
Obey Your Hands.
Agency: HeimatTBWA\ Germany + Tony Petersen Film / Berlin + Revolver / Sydney
Client: HORNBACH Baumarkt AG Category: Direction / Single
Amazon Brand Architecture
Agency: Amazon XCM + Koto
Client: Amazon Category: Brand Identity / System
Icons
Agency: BBH / London + Rare / London + Wellcom / London
Client: Tesco Category: Out of Home / Series
Award:
2025 Print & Promotional Gold Pencil
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_PT005G
Award:
2025 Public Relations Silver Pencil
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Public Relations for Good
Annual ID:
OS25_PR011S
Award:
2025 Cultural Driver Silver Pencil
Agency:
Droga5 / London + Lidl GB + OMD UK + The Romans
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Content at the Speed of Culture
Annual ID:
OS25_CD005S
Award:
2025 Out of Home Bronze Pencil
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH032B
Award:
2025 Social Media Bronze Pencil
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Craft / Craft - Use of Technology - AI
Annual ID:
OS25_SM032B
Award:
2025 Music & Sound Craft Bronze Pencil
Agency:
Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client:
Amazon
Title:
Megan Thee [____]
Category:
Artist / Brand Collaboration
Annual ID:
OS25_MS024B
Award:
2025 Creative Use of Technology Bronze Pencil
Agency:
Leo / Stockholm + Frame / Stockholm + Elgiganten / Stockholm + More Digital Studios / Stockholm
Client:
Elgiganten
Title:
GamePay
Category:
Commerce
Annual ID:
OS25_CT017B
Award:
2025 Direct Marketing Bronze Pencil
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Commerce
Annual ID:
OS25_DM038B
Award:
2025 Design Bronze Pencil
Agency:
Day Day Up Design Consultancy
Client:
Tianzhen Hall
Title:
Writing and Drawing
Category:
Promotional / Booklets, Books & Brochures
Annual ID:
OS25_DE031B
Award:
2025 Creative Use of Data Bronze Pencil
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Storytelling
Annual ID:
OS25_CU013B
Award:
2025 Film & Video Bronze Pencil
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
TV, VOD, & Online / Varying Length Series
Annual ID:
OS25_FI035B
Award:
2025 Social Media Bronze Pencil
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Aldi France
Title:
Back to Discount
Category:
Social Post / Real-time Response
Annual ID:
OS25_SM020B
Award:
2025 Design Bronze Pencil
Agency:
Amazon XCM + Koto
Client:
Amazon
Title:
Amazon Brand Architecture
Category:
Brand Identity / Rebranding
Annual ID:
OS25_DE027B
Award:
2025 Interactive, Online & Mobile Bronze Pencil
Agency:
Rethink / Toronto + Penguin Books Random House
Client:
Penguin Books Random House
Title:
Living Stories
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS25_IN026B
Award:
2025 Social Media Merit Award
Agency:
McCann / San José
Client:
Gollo
Title:
Le Gollé
Category:
Stunts & Activations
Annual ID:
OS25_SM054M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Riff Raff Films / London
Client:
John Lewis
Title:
The Gifting Hour
Category:
Cinematography / Single
Annual ID:
OS25_MI088M
Award:
2025 Social Media Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_SM040M
Award:
2025 Direct Marketing Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Experiential / Customer Experience / CX
Annual ID:
OS25_DM059M
Award:
2025 IP & Product Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
AI Integration in New Products
Annual ID:
OS25_IP017M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Active Engagement / Call to Action
Annual ID:
OS25_SM041M
Award:
2025 Sustainable Development Goals Pencil Merit Award
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Sustainable Development Goals
Annual ID:
OS25_SD009M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Customer Experience / CX
Annual ID:
OS25_IN042M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Casting / Actor
Annual ID:
OS25_MI110M
Award:
2025 Creative Use of Technology Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
User-Generated Content (UGC)
Annual ID:
OS25_CT032M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Commerce
Annual ID:
OS25_IN053M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Commerce
Annual ID:
OS25_IN055M
Award:
2025 Interactive, Online & Mobile Merit Award
Agency:
VML / Bogotá
Client:
Makro Supermarkets
Title:
Adscan
Category:
Commerce
Annual ID:
OS25_IN056M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Commerce
Annual ID:
OS25_SM074M
Award:
2025 Social Media Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt
Client:
Aldi France
Title:
Back to Discount
Category:
Commerce
Annual ID:
OS25_SM077M
Award:
2025 Film & Video Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Use of Humor
Annual ID:
OS25_FI111M
Award:
2025 Design Merit Award
Agency:
Mother / London + IKEA / London
Client:
IKEA
Title:
Hus of FRAKTA
Category:
Spatial Design / Experiential & Immersive
Annual ID:
OS25_DE108M
Award:
2025 Creative Use of Data Merit Award
Agency:
VML / Riyadh + HungerStation / Riyadh + Blue Elephant / Riyadh
Client:
Hungerstation
Title:
The Shaded Route
Category:
Real-Time Data
Annual ID:
OS25_CU030M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Branded Content
Annual ID:
OS25_BS029M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client:
Amazon
Title:
Megan Thee [____]
Category:
Branded Content
Annual ID:
OS25_BS031M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE148M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital Design
Annual ID:
OS25_DE092M
Award:
2025 Design Merit Award
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_DE139M
Award:
2025 IP & Product Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Promotional / Integrated Digital & Physical Product
Annual ID:
OS25_IP013M
Award:
2025 Out of Home Merit Award
Agency:
Droga5 / London + Lidl GB + OMD UK + The Romans
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Use of Humor
Annual ID:
OS25_OH091M
Award:
2025 Creative Use of Data Merit Award
Agency:
Dentsu Creative Canada / Toronto + tentree / Vancouver
Client:
tentree
Title:
Following Wildfire
Category:
Social Media
Annual ID:
OS25_CU025M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Special / Practical Effects / Single
Annual ID:
OS25_MI103M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM096M
Award:
2025 Direct Marketing Merit Award
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM077M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Film & Video
Annual ID:
OS25_BS034M
Award:
2025 Direct Marketing Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM061M
Award:
2025 Direct Marketing Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM062M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany + Tony Petersen Film / Berlin + Revolver / Sydney
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Direction / Single
Annual ID:
OS25_MI060M
Award:
2025 Design Merit Award
Agency:
Amazon XCM + Koto
Client:
Amazon
Title:
Amazon Brand Architecture
Category:
Brand Identity / System
Annual ID:
OS25_DE051M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Events / Virtual
Annual ID:
OS25_EX036M
Award:
2025 Design Merit Award
Agency:
BBH / London + Rare / London + Wellcom / London
Client:
Tesco
Title:
Icons
Category:
Out of Home / Series
Annual ID:
OS25_DE106M
