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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Retail / Fashion
Award
Agency
Client
Title
Category
Annual ID
#OptOutside
Agency: Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Santa Monica
Client: REI Category: Consumer - Applications & Sites / Social Networks / Community
Now in Soho
Agency: BBH / London + Black Sheep Studios / London + Factory Sound / London + Nice & Polite / London
Client: British Fashion Council Category: Craft - Writing / Writing
Spare the Act - Lap Top
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single
#OptOutside
Agency: Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Client: REI Category: Consumer - Websites / Social Networks / Community
#OptOutside
Agency: Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Santa Monica
Client: REI Category: Consumer - Digital / Social Media & Viral Marketing
Spare the Act
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Television / Commercials of Varying Length - Campaign
Mog's Christmas Calamity
Agency: AMV BBDO / London
Client: Sainsbury's Category: Craft - Animation / Animation
The Freshest Orange Juice Brand
Agency: Marcel / Paris
Client: Intermarché Category: Innovation - Brand Transformation / Brand Transformation
The Letter
Agency: HEIMAT / Berlin
Client: OTTO Category: Craft - Animation - Single or Series / Animation - Single or Series
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: CSR - Cinema Advertising / Cinema Advertising
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: CSR - Television / Television (Any Length) - Single
Read Better Stories - Gym
Agency: FCB New Zealand / Auckland
Client: Paper Plus Group Category: Craft - Writing / Writing
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: CSR - Online Films & Video / Online Films & Video
Like Brands. Only Cheaper I
Agency: BMF / Sydney + Rabbit Content / Sydney
Client: ALDI Australia Category: Consumer - Television / 20 Second & Under - Campaign
Spare The Act - Cooker
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Online Films & Video / Short Form - Single
Spare The Act - Laptop
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Online Films & Video / Short Form - Single
The Letter
Agency: HEIMAT / Berlin
Client: OTTO Category: Consumer - Online Films & Video / Short Form - Single
Share The Force
Agency: Deutsch / Los Angeles + MediaMonks / Los Angeles
Client: Target Category: Craft - Website Design / Website Design
Procrastination
Agency: Impact BBDO / Dubai
Client: BHV Category: Consumer - Advertising - Single / Advertising - Single
Target Vogue
Agency: Mother New York / New York City
Client: Target Category: Innovation - Print / Print
Procrastination
Agency: Impact BBDO / Dubai
Client: BHV Category: Craft - Music / Sound / Music / Sound
Spare the Act - Nespresso
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
The Letter
Agency: HEIMAT / Berlin
Client: OTTO Category: Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Spur Museum of Mode
Agency: DENTSU INC. / Tokyo + TAKI CORPORATION / Tokyo
Client: Isetan Mitsukoshi Category: Consumer - Collateral Design / P.O.P. & In-Store - Series
The Other Letter
Agency: McCann / Madrid
Client: Ikea Category: CSR - Cinema Advertising / Cinema Advertising
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: Consumer - Brands, Products & Services / Integrated Campaign
Mog's Christmas Calamity
Agency: AMV BBDO / London
Client: Sainsbury's Category: Craft - Writing / Writing
Spare the Act - Lap Top
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Television / Over 60 Second - Single
Spare the Act - Nespresso
Agency: AMV BBDO / London
Client: Curry's PC World Category: Consumer - Television / Over 60 Second - Single
Share The Force
Agency: Deutsch / Los Angeles + MediaMonks / Los Angeles
Client: Target Category: Consumer - Websites / Durable Goods
Home for Christmas
Agency: Jung von Matt AG / Hamburg
Client: EDEKA Zentrale Category: CSR - Integrated Branding / Integrated Branding
Plastique
Agency: CP+B / Boulder
Client: Fruit of the Loom Category: Consumer - Integrated Branding / Integrated Branding
The Professionals Collection
Agency: CP+B / Boulder
Client: Fruit of the Loom Category: Consumer - Collateral Design / Promotional Items - Single or Series
Fashion Intelligence Index
Agency: McCANN & SPENCER / Hong Kong
Client: Hang Lung Properties Category: Consumer - Data Visualization / User Generated Content
Award:
2016 Mobile Gold Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Santa Monica
Client:
REI
Title:
#OptOutside
Category:
Consumer - Applications & Sites / Social Networks / Community
Annual ID:
MO16007G
Award:
2016 Film Gold Pencil
Agency:
BBH / London + Black Sheep Studios / London + Factory Sound / London + Nice & Polite / London
Client:
British Fashion Council
Title:
Now in Soho
Category:
Craft - Writing / Writing
Annual ID:
FI16076G
Award:
2016 Film Silver Pencil
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act - Lap Top
Category:
Consumer - Cinema Advertising / Over 90 Seconds (Long Form) - Single
Annual ID:
FI16034S
Award:
2016 Interactive Silver Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Client:
REI
Title:
#OptOutside
Category:
Consumer - Websites / Social Networks / Community
Annual ID:
IN16016S
Award:
2016 Direct Silver Pencil
Agency:
Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Santa Monica
Client:
REI
Title:
#OptOutside
Category:
Consumer - Digital / Social Media & Viral Marketing
Annual ID:
DI16018S
Award:
2016 Film Silver Pencil
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act
Category:
Consumer - Television / Commercials of Varying Length - Campaign
Annual ID:
FI16026S
Award:
2016 Film Silver Pencil
Agency:
AMV BBDO / London
Client:
Sainsbury's
Title:
Mog's Christmas Calamity
Category:
Craft - Animation / Animation
Annual ID:
FI16093S
Award:
2016 Cross-Platform Bronze Pencil
Agency:
Marcel / Paris
Client:
Intermarché
Title:
The Freshest Orange Juice Brand
Category:
Innovation - Brand Transformation / Brand Transformation
Annual ID:
CP16027B
Award:
2016 Design Bronze Pencil
Agency:
HEIMAT / Berlin
Client:
OTTO
Title:
The Letter
Category:
Craft - Animation - Single or Series / Animation - Single or Series
Annual ID:
DE16078B
Award:
2016 Film Bronze Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
CSR - Cinema Advertising / Cinema Advertising
Annual ID:
FI16055B
Award:
2016 Film Bronze Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
CSR - Television / Television (Any Length) - Single
Annual ID:
FI16053B
Award:
2016 Print & Outdoor Bronze Pencil
Agency:
FCB New Zealand / Auckland
Client:
Paper Plus Group
Title:
Read Better Stories - Gym
Category:
Craft - Writing / Writing
Annual ID:
PO16073B
Award:
2016 Film Bronze Pencil
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
CSR - Online Films & Video / Online Films & Video
Annual ID:
FI16057B
Award:
2016 Film Merit Award
Agency:
BMF / Sydney + Rabbit Content / Sydney
Client:
ALDI Australia
Title:
Like Brands. Only Cheaper I
Category:
Consumer - Television / 20 Second & Under - Campaign
Annual ID:
FI16142M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare The Act - Cooker
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16175M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare The Act - Laptop
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16176M
Award:
2016 Film Merit Award
Agency:
HEIMAT / Berlin
Client:
OTTO
Title:
The Letter
Category:
Consumer - Online Films & Video / Short Form - Single
Annual ID:
FI16182M
Award:
2016 Interactive Merit Award
Agency:
Deutsch / Los Angeles + MediaMonks / Los Angeles
Client:
Target
Title:
Share The Force
Category:
Craft - Website Design / Website Design
Annual ID:
IN16120M
Award:
2016 Radio Merit Award
Agency:
Impact BBDO / Dubai
Client:
BHV
Title:
Procrastination
Category:
Consumer - Advertising - Single / Advertising - Single
Annual ID:
RA16017M
Award:
2016 Print & Outdoor Merit Award
Agency:
Mother New York / New York City
Client:
Target
Title:
Target Vogue
Category:
Innovation - Print / Print
Annual ID:
PO16211M
Award:
2016 Radio Merit Award
Agency:
Impact BBDO / Dubai
Client:
BHV
Title:
Procrastination
Category:
Craft - Music / Sound / Music / Sound
Annual ID:
RA16037M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act - Nespresso
Category:
Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Annual ID:
FI16159M
Award:
2016 Film Merit Award
Agency:
HEIMAT / Berlin
Client:
OTTO
Title:
The Letter
Category:
Consumer - Cinema Advertising / 90 Seconds & Under (Short Form) - Single
Annual ID:
FI16163M
Award:
2016 Design Merit Award
Agency:
DENTSU INC. / Tokyo + TAKI CORPORATION / Tokyo
Client:
Isetan Mitsukoshi
Title:
Spur Museum of Mode
Category:
Consumer - Collateral Design / P.O.P. & In-Store - Series
Annual ID:
DE16095M
Award:
2016 Film Merit Award
Agency:
McCann / Madrid
Client:
Ikea
Title:
The Other Letter
Category:
CSR - Cinema Advertising / Cinema Advertising
Annual ID:
FI16216M
Award:
2016 Public Relations Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
Consumer - Brands, Products & Services / Integrated Campaign
Annual ID:
PR16040M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Sainsbury's
Title:
Mog's Christmas Calamity
Category:
Craft - Writing / Writing
Annual ID:
FI16252M
Award:
2016 Film Merit Award
Agency:
BBDO / New York
Client:
Foot Locker
Title:
Fly Your Own Way
Category:
Craft - Writing / Writing
Annual ID:
FI16253M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act - Lap Top
Category:
Consumer - Television / Over 60 Second - Single
Annual ID:
FI16145M
Award:
2016 Film Merit Award
Agency:
AMV BBDO / London
Client:
Curry's PC World
Title:
Spare the Act - Nespresso
Category:
Consumer - Television / Over 60 Second - Single
Annual ID:
FI16146M
Award:
2016 Interactive Merit Award
Agency:
Deutsch / Los Angeles + MediaMonks / Los Angeles
Client:
Target
Title:
Share The Force
Category:
Consumer - Websites / Durable Goods
Annual ID:
IN16046M
Award:
2016 Cross-Platform Merit Award
Agency:
Jung von Matt AG / Hamburg
Client:
EDEKA Zentrale
Title:
Home for Christmas
Category:
CSR - Integrated Branding / Integrated Branding
Annual ID:
CP16073M
Award:
2016 Cross-Platform Merit Award
Agency:
CP+B / Boulder
Client:
Fruit of the Loom
Title:
Plastique
Category:
Consumer - Integrated Branding / Integrated Branding
Annual ID:
CP16055M
Award:
2016 Design Merit Award
Agency:
CP+B / Boulder
Client:
Fruit of the Loom
Title:
The Professionals Collection
Category:
Consumer - Collateral Design / Promotional Items - Single or Series
Annual ID:
DE16102M
Award:
2016 Print & Outdoor Merit Award
Agency:
BBDO / New York
Client:
Midtown Comics
Title:
Browser Stories
Category:
Craft - Writing / Writing
Annual ID:
PO16231M
Award:
2016 Film Merit Award
Agency:
HEIMAT / Berlin
Client:
OTTO
Title:
The Letter
Category:
Craft - Animation / Animation
Annual ID:
FI16280M