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
Award
Agency
Client
Title
Category
Annual ID
The Best-seller Constitution
Agency: GUT / São Paulo + Hefty / São Paulo
Client: Mercado Livre Category: Current Event Response
Window Shopping
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Experiential & Installations / Brand Installations
Trapped in the 90s
Agency: McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client: IKEA Category: Influencer Marketing / Multi-Channel
The Troll
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Television & VOD / Over 60 Seconds - Single
Real Street Style
Agency: GUT / Buenos Aires
Client: Mercado Libre Category: Digital & Online / Ecommerce
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Brand Building / Brand Personality
Get Almost Almost Anything
Agency: Special / Sydney + Mediacom / Sydney + Hello Social / Sydney + Herd MSL / Sydney
Client: Uber Eats Category: Craft / Writing
Urban Miners
Agency: NORD DDB / Oslo + NORD DDB / Stockholm
Client: Elkjøp Category: Gaming for Good
The Eye Tracker
Agency: De La Cruz/Ogilvy / Guaynabo
Client: Supermax Online Category: Real-Time Data
The Fresh System
Agency: Ogilvy / Bogotá + Carulla / Medellín
Client: Carulla Category: Customer Experience / CX / In-Person
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Brand-Side / External Agency Collaboration
The Eye Tracker
Agency: De La Cruz/Ogilvy / Guaynabo
Client: Supermax Online Category: Websites / Mobile-only
Girls In White
Agency: Wolf BKK / Bangkok + Central Retail / Bangkok + Factory01 / Bangkok
Client: Central Department Store Category: Online-only Films & Video / Over 60 Seconds - Single
Don't Run Out
Agency: Kamp Grizzly / Portland
Client: Uber Eats Category: Online-only Films & Video / Over 60 Seconds - Single
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Influencer Marketing / Multi-Channel
The Jewellers
Agency: CHEP Network / Brisbane + Larchmont / Auckland + The Editors + Sonar Music / Sydney
Client: Michael Hill Jeweller Category: Online-only Films & Video / Varying Length Series
The Friendly Break Up Collection
Agency: Wunderman Thompson / Lima + Fontenla / BUENOS AIRES
Client: Fontenla Category: Innovation & Transformation / Innovation in Public Relations
Urban Miners
Agency: NORD DDB / Oslo + NORD DDB / Stockholm
Client: Elkjøp Category: Use of Gaming as a Tool
Trapped in the 90s
Agency: McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client: IKEA Category: Experiential / In-Person Events
Inflation-Proof
Agency: INGO / Hamburg + INGO / Stockholm
Client: IKEA Al-Futtaim Category: Magazine / Series
The Eye Tracker
Agency: De La Cruz/Ogilvy / Guaynabo
Client: Supermax Online Category: Utility / Ecommerce
Mannequin Spectators
Agency: Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima
Client: Oechsle Category: Experiential / Brand Installations
Files of Freedom
Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client: Mercado Livre Category: Custom / User-Generated Content
Anti High-jack Ads
Agency: VMLY&R South Africa / Johannesburg + Carat / Johannesburg
Client: Vodacom Category: Innovation & Transformation / Innovation in Data
The Real Self Checkout
Agency: Havas / London + Havas Studios / London
Client: ASDA / Breast Cancer Now / CoppaFeel! Category: Out of Home / P.O.P. & In-Store
BallerCard
Agency: CHEP Network / Sydney + IKEA Australia
Client: IKEA Category: Promotional / Physical Items
Files of Freedom
Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client: Mercado Livre Category: User-Generated Content
Wear 'Em Out Store
Agency: Edelman / New York + United Entertainment Group / New York
Client: eBay Category: Events / In-Person
Inflation-Proof
Agency: INGO / Hamburg + INGO / Stockholm
Client: IKEA Al-Futtaim Category: Newspaper / Series
The Showroom Hotels
Agency: FRED & FARID / Paris + La Redoute / Roubaix
Client: La Redoute Category: Brand Partnerships
Urban Miners
Agency: NORD DDB / Oslo + NORD DDB / Stockholm
Client: Elkjøp Category: Brand Partnerships
Deforestation Field
Agency: We Are Social / Milano + Dubit / Leeds
Client: Lavazza Foundation Category: Games / Gaming
The Eye Tracker
Agency: De La Cruz/Ogilvy / Guaynabo
Client: Supermax Online Category: Data Visualization / Dynamic / Responsive
The Eye Tracker
Agency: De La Cruz/Ogilvy / Guaynabo
Client: Supermax Online Category: UX / UI / Utility / Ecommerce
The Showroom Hotels
Agency: FRED & FARID / Paris + La Redoute / Roubaix
Client: La Redoute Category: Brand Partnerships
The Best-seller Constitution
Agency: GUT / São Paulo + Hefty / São Paulo
Client: Mercado Livre Category: Brand Voice
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Brand Voice
The Best-seller Constitution
Agency: GUT / São Paulo + Hefty / São Paulo
Client: Mercado Livre Category: Social Post / Real-time Response
Flip
Agency: Uncommon Creative Studio / London + Pulse Films / London
Client: B&Q Category: Innovation & Transformation / Innovation in Moving Image Craft
Inflation-Proof
Agency: INGO / Hamburg + INGO / Stockholm
Client: IKEA Al-Futtaim Category: P.O.P. & In-Store / Series
Award:
2023 Moving Image Craft & Production Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Rift
Category:
Direction / Single
Annual ID:
OS23_MI014S
Award:
2023 Public Relations Silver Pencil
Agency:
GUT / São Paulo + Hefty / São Paulo
Client:
Mercado Livre
Title:
The Best-seller Constitution
Category:
Current Event Response
Annual ID:
OS23_PR017S
Award:
2023 Out of Home Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Window Shopping
Category:
Experiential & Installations / Brand Installations
Annual ID:
OS23_OH025B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
Rethink + IKEA
Client:
IKEA
Title:
The Troll
Category:
Visual Effects / Single
Annual ID:
OS23_MI037B
Award:
2023 Social Media Bronze Pencil
Agency:
McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client:
IKEA
Title:
Trapped in the 90s
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS23_SM038B
Award:
2023 Film & Video Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
The Troll
Category:
Television & VOD / Over 60 Seconds - Single
Annual ID:
OS23_FI032B
Award:
2023 Direct Marketing Bronze Pencil
Agency:
GUT / Buenos Aires
Client:
Mercado Libre
Title:
Real Street Style
Category:
Digital & Online / Ecommerce
Annual ID:
OS23_DM043B
Award:
2023 Music & Sound Craft Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Rift
Category:
Sound Design
Annual ID:
OS23_MS020B
Award:
2023 Brand-Side / In-House Bronze Pencil
Agency:
Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Brand Building / Brand Personality
Annual ID:
OS23_BS012B
Award:
2023 Moving Image Craft & Production Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Rift
Category:
Casting
Annual ID:
OS23_MI039B
Award:
2023 Out of Home Bronze Pencil
Agency:
Special / Sydney + Mediacom / Sydney + Hello Social / Sydney + Herd MSL / Sydney
Client:
Uber Eats
Title:
Get Almost Almost Anything
Category:
Craft / Writing
Annual ID:
OS23_OH031B
Award:
2023 Gaming Bronze Pencil
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Gaming for Good
Annual ID:
OS23_GA013B
Award:
2023 Creative Use of Data Bronze Pencil
Agency:
De La Cruz/Ogilvy / Guaynabo
Client:
Supermax Online
Title:
The Eye Tracker
Category:
Real-Time Data
Annual ID:
OS23_CU013B
Award:
2023 Experiential & Immersive Merit Award
Agency:
Ogilvy / Bogotá + Carulla / Medellín
Client:
Carulla
Title:
The Fresh System
Category:
Customer Experience / CX / In-Person
Annual ID:
OS23_EX048M
Award:
2023 Brand-Side / In-House Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magalu Content Studio Team / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Brand-Side / External Agency Collaboration
Annual ID:
OS23_BS029M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
De La Cruz/Ogilvy / Guaynabo
Client:
Supermax Online
Title:
The Eye Tracker
Category:
Websites / Mobile-only
Annual ID:
OS23_IN037M
Award:
2023 Experiential & Immersive Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
Window Shopping
Category:
Brand Installations
Annual ID:
OS23_EX054M
Award:
2023 Film & Video Merit Award
Agency:
Wolf BKK / Bangkok + Central Retail / Bangkok + Factory01 / Bangkok
Client:
Central Department Store
Title:
Girls In White
Category:
Online-only Films & Video / Over 60 Seconds - Single
Annual ID:
OS23_FI088M
Award:
2023 Film & Video Merit Award
Agency:
Kamp Grizzly / Portland
Client:
Uber Eats
Title:
Don't Run Out
Category:
Online-only Films & Video / Over 60 Seconds - Single
Annual ID:
OS23_FI104M
Award:
2023 Design Merit Award
Agency:
L3branding / Beijing
Client:
AYAts
Title:
AYAts
Category:
Brand Identity / System
Annual ID:
OS23_DE071M
Award:
2023 Social Media Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS23_SM104M
Award:
2023 Social Media Merit Award
Agency:
Amazon / Seattle
Client:
Amazon
Title:
Dorm Roomz
Category:
Influencer Marketing / Multi-Channel
Annual ID:
OS23_SM105M
Award:
2023 Film & Video Merit Award
Agency:
CHEP Network / Brisbane + Larchmont / Auckland + The Editors + Sonar Music / Sydney
Client:
Michael Hill Jeweller
Title:
The Jewellers
Category:
Online-only Films & Video / Varying Length Series
Annual ID:
OS23_FI109M
Award:
2023 Public Relations Merit Award
Agency:
Wunderman Thompson / Lima + Fontenla / BUENOS AIRES
Client:
Fontenla
Title:
The Friendly Break Up Collection
Category:
Innovation & Transformation / Innovation in Public Relations
Annual ID:
OS23_PR083M
Award:
2023 Gaming Merit Award
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Use of Gaming as a Tool
Annual ID:
OS23_GA022M
Award:
2023 Branded Entertainment Merit Award
Agency:
McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid
Client:
IKEA
Title:
Trapped in the 90s
Category:
Experiential / In-Person Events
Annual ID:
OS23_BE077M
Award:
2023 Print & Promotional Merit Award
Agency:
INGO / Hamburg + INGO / Stockholm
Client:
IKEA Al-Futtaim
Title:
Inflation-Proof
Category:
Magazine / Series
Annual ID:
OS23_PT033M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
De La Cruz/Ogilvy / Guaynabo
Client:
Supermax Online
Title:
The Eye Tracker
Category:
Utility / Ecommerce
Annual ID:
OS23_IN047M
Award:
2023 Direct Marketing Merit Award
Agency:
Fahrenheit DDB / Lima + Oechsle / Lima + Creasonica / Lima + Playroom / Lima
Client:
Oechsle
Title:
Mannequin Spectators
Category:
Experiential / Brand Installations
Annual ID:
OS23_DM070M
Award:
2023 Green Pencil Merit Award
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Green Pencil
Annual ID:
OS23_GP003M
Award:
2023 Music & Sound Craft Merit Award
Agency:
GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client:
Mercado Livre
Title:
Files of Freedom
Category:
Custom / User-Generated Content
Annual ID:
OS23_MS025M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Rift
Category:
Cinematography / Single
Annual ID:
OS23_MI086M
Award:
2023 Creative Use of Data Merit Award
Agency:
VMLY&R South Africa / Johannesburg + Carat / Johannesburg
Client:
Vodacom
Title:
Anti High-jack Ads
Category:
Innovation & Transformation / Innovation in Data
Annual ID:
OS23_CU043M
Award:
2023 Direct Marketing Merit Award
Agency:
Havas / London + Havas Studios / London
Client:
ASDA / Breast Cancer Now / CoppaFeel!
Title:
The Real Self Checkout
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS23_DM063M
Award:
2023 Design Merit Award
Agency:
CHEP Network / Sydney + IKEA Australia
Client:
IKEA
Title:
BallerCard
Category:
Promotional / Physical Items
Annual ID:
OS23_DE105M
Award:
2023 Social Media Merit Award
Agency:
GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client:
Mercado Livre
Title:
Files of Freedom
Category:
User-Generated Content
Annual ID:
OS23_SM069M
Award:
2023 Social Media Merit Award
Agency:
Amazon / Seattle + m ss ng p eces
Client:
Amazon
Title:
Prime Night
Category:
Livestream
Annual ID:
OS23_SM066M
Award:
2023 Experiential & Immersive Merit Award
Agency:
Edelman / New York + United Entertainment Group / New York
Client:
eBay
Title:
Wear 'Em Out Store
Category:
Events / In-Person
Annual ID:
OS23_EX039M
Award:
2023 Print & Promotional Merit Award
Agency:
INGO / Hamburg + INGO / Stockholm
Client:
IKEA Al-Futtaim
Title:
Inflation-Proof
Category:
Newspaper / Series
Annual ID:
OS23_PT027M
Award:
2023 Direct Marketing Merit Award
Agency:
FRED & FARID / Paris + La Redoute / Roubaix
Client:
La Redoute
Title:
The Showroom Hotels
Category:
Brand Partnerships
Annual ID:
OS23_DM114M
Award:
2023 Direct Marketing Merit Award
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Brand Partnerships
Annual ID:
OS23_DM115M
Award:
2023 Branded Entertainment Merit Award
Agency:
We Are Social / Milano + Dubit / Leeds
Client:
Lavazza Foundation
Title:
Deforestation Field
Category:
Games / Gaming
Annual ID:
OS23_BE071M
Award:
2023 Creative Use of Data Merit Award
Agency:
De La Cruz/Ogilvy / Guaynabo
Client:
Supermax Online
Title:
The Eye Tracker
Category:
Data Visualization / Dynamic / Responsive
Annual ID:
OS23_CU015M
Award:
2023 Interactive & Mobile Craft Merit Award
Agency:
De La Cruz/Ogilvy / Guaynabo
Client:
Supermax Online
Title:
The Eye Tracker
Category:
UX / UI / Utility / Ecommerce
Annual ID:
OS23_IC021M
Award:
2023 Interactive, Online & Mobile Merit Award
Agency:
FRED & FARID / Paris + La Redoute / Roubaix
Client:
La Redoute
Title:
The Showroom Hotels
Category:
Brand Partnerships
Annual ID:
OS23_IN073M
Award:
2023 Public Relations Merit Award
Agency:
GUT / São Paulo + Hefty / São Paulo
Client:
Mercado Livre
Title:
The Best-seller Constitution
Category:
Brand Voice
Annual ID:
OS23_PR067M
Award:
2023 Public Relations Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Brand Voice
Annual ID:
OS23_PR068M
Award:
2023 Social Media Merit Award
Agency:
GUT / São Paulo + Hefty / São Paulo
Client:
Mercado Livre
Title:
The Best-seller Constitution
Category:
Social Post / Real-time Response
Annual ID:
OS23_SM055M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
Uncommon Creative Studio / London + Pulse Films / London
Client:
B&Q
Title:
Flip
Category:
Innovation & Transformation / Innovation in Moving Image Craft
Annual ID:
OS23_MI129M
Award:
2023 Out of Home Merit Award
Agency:
INGO / Hamburg + INGO / Stockholm
Client:
IKEA Al-Futtaim
Title:
Inflation-Proof
Category:
P.O.P. & In-Store / Series
Annual ID:
OS23_OH040M