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 Showroom Hotels
Agency: FRED & FARID / Paris + La Redoute / Roubaix
Client: La Redoute Category: Ecommerce
Files of Freedom
Agency: GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo
Client: Mercado Livre Category: Active Engagement / Call to Action
Urban Miners
Agency: NORD DDB / Oslo + NORD DDB / Stockholm
Client: Elkjøp Category: Brand Partnerships
Lu from Magalu
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Creative Effectiveness / Consumer / Brand
Dream Transfer
Agency: McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London
Client: eBay UK Category: Experiential / Hybrid Events
The World is Your Cart
Agency: Droga5 / New York + Instacart + Electric Theatre Collective + Imperial Woodpecker
Client: Instacart Category: Production Design
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Best of Integrated
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Fusion Pencil
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Experiential Radio & Audio
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client: Burger King Category: Broadcast / Series
The Breakaway
Agency: BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client: Decathlon Category: Experiential / Virtual Events
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Integrated Branding Campaign
Bedtime Stories
Agency: FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client: Walmart Category: Mobile Apps
Bedtime Stories
Agency: FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client: Walmart Category: Custom Content
Shopping Inside Songs
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Digital & Online / Ecommerce
Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York
Client: Burger King Category: Online Films & Video / Long Form - Single
NEW ICONIC KISSES
Agency: GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client: Mercado Livre (Ebazar) Category: Online Films & Video / Long Form - Single
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Utility / Ecommerce
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Online & Mobile Video / Online-only Video - Single
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Craft / Art Direction
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Innovation & Transformation / Innovation in Music & Sound Craft
Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York
Client: Burger King Category: Writing / Single
Buy Back Friday
Agency: Edelman / London + Ingka Group / The Hague
Client: IKEA Category: Events & Experiential
Even More Confusing Times
Agency: DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client: Burger King Category: Craft / Writing - Series
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Moving Image / Single
Shopping Inside Songs
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Experiential Radio & Audio
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Music Videos
Repurposeful Instructions
Agency: Rethink / Toronto + IKEA
Client: IKEA Canada Category: Integrated Digital & Physical Product / In-Market
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Online & Mobile Video / Interactive Video
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Use of Technology
Meat?
Agency: DAVID / Madrid + LundLund / Stockholm
Client: Burger King Category: Craft / Photography
NEW ICONIC KISSES
Agency: GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client: Mercado Livre (Ebazar) Category: Integrated Branding Campaign
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Innovation & Transformation / Innovation in Radio & Audio
Shopping Inside Songs
Agency: Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client: Magazine Luiza Category: Brand Partnerships
Black Business Beats
Agency: GUT / São Paulo + HEFTY / São Paulo + Magma / São Paulo
Client: Mercado Livre (Ebazar) Category: Brand Partnerships
Ability Signs
Agency: Rethink / Toronto + Decathlon
Client: Decathlon Canada Category: Spatial Design / Wayfinding
Bedtime Stories
Agency: FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client: Walmart Category: Experiential Audio
Black-Owned Friday
Agency: BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client: Google Category: Artist / Brand Collaboration
Green Screen Shirt
Agency: Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client: Harry Rosen Category: Innovation & Transformation / Innovation in Lockdown
Cardboard Media
Agency: Yandex Magic Camp / Moscow
Client: Yandex Market Category: Experiential / Customer Experience / CX
Award:
2023 Experiential & Immersive Merit Award
Agency:
FRED & FARID / Paris + La Redoute / Roubaix
Client:
La Redoute
Title:
The Showroom Hotels
Category:
Ecommerce
Annual ID:
OS23_EX051M
Award:
2023 Social Media Merit Award
Agency:
Amazon / Seattle
Client:
Amazon
Title:
A Holiday Classic Returns
Category:
Craft / Writing
Annual ID:
OS23_SM112M
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:
Active Engagement / Call to Action
Annual ID:
OS23_SM081M
Award:
2023 Experiential & Immersive Merit Award
Agency:
NORD DDB / Oslo + NORD DDB / Stockholm
Client:
Elkjøp
Title:
Urban Miners
Category:
Brand Partnerships
Annual ID:
OS23_EX077M
Award:
2023 Creative Effectiveness Merit Award
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Lu from Magalu
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS23_CE014M
Award:
2023 Direct Marketing Merit Award
Agency:
McCann / London + MediaCom / London + Weber Shandwick / London + Craft / London
Client:
eBay UK
Title:
Dream Transfer
Category:
Experiential / Hybrid Events
Annual ID:
OS23_DM074M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Rift
Category:
Production Design
Annual ID:
OS23_MI096M
Award:
2023 Moving Image Craft & Production Merit Award
Agency:
Droga5 / New York + Instacart + Electric Theatre Collective + Imperial Woodpecker
Client:
Instacart
Title:
The World is Your Cart
Category:
Production Design
Annual ID:
OS23_MI100M
Award:
2022 Moving Image Craft Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Best of Moving Image Craft
Annual ID:
OS22_MI001G
Award:
2022 Integrated Best of Discipline Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Best of Integrated
Annual ID:
OS22_IG001G
Award:
2022 Fusion Pencil Fusion Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Fusion Pencil
Annual ID:
OS22_FP001F
Award:
2022 Radio & Audio Gold Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA006G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Cinematography / Single
Annual ID:
OS22_MI001G
Award:
2022 Moving Image Craft Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Direction / Single
Annual ID:
OS22_MI003G
Award:
2022 Radio & Audio Gold Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client:
Burger King
Title:
Even More Confusing Times
Category:
Broadcast / Series
Annual ID:
OS22_RA002G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
BBDO Belgium / Brussels + Walkie Talkie / Gent + Fledge.tv / Sint-Niklaas + Red Eagle Productions / Dordrecht
Client:
Decathlon
Title:
The Breakaway
Category:
Experiential / Virtual Events
Annual ID:
OS22_BE006G
Award:
2022 Integrated Gold Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG001G
Award:
2022 Branded Entertainment Gold Pencil
Agency:
FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client:
Walmart
Title:
Bedtime Stories
Category:
Mobile Apps
Annual ID:
OS22_BE004G
Award:
2022 Radio & Audio Gold Pencil
Agency:
FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago
Client:
Walmart
Title:
Bedtime Stories
Category:
Custom Content
Annual ID:
OS22_RA004G
Award:
2022 Direct Marketing Gold Pencil
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Shopping Inside Songs
Category:
Digital & Online / Ecommerce
Annual ID:
OS22_DM009G
Award:
2022 Film Silver Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York
Client:
Burger King
Title:
Confusing Times
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI020S
Award:
2022 Film Silver Pencil
Agency:
GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client:
Mercado Livre (Ebazar)
Title:
NEW ICONIC KISSES
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS22_FI021S
Award:
2022 Interactive, Online & Mobile Silver Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Utility / Ecommerce
Annual ID:
OS22_IN012S
Award:
2022 Interactive, Online & Mobile Silver Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Online & Mobile Video / Online-only Video - Single
Annual ID:
OS22_IN016S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Craft / Art Direction
Annual ID:
OS22_BE019S
Award:
2022 Music & Sound Craft Silver Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Innovation & Transformation / Innovation in Music & Sound Craft
Annual ID:
OS22_MS011S
Award:
2022 Branded Entertainment Silver Pencil
Agency:
Amazon / Seattle
Client:
Amazon
Title:
New Logo Design
Category:
User-Generated Content
Annual ID:
OS22_BE017S
Award:
2022 Moving Image Craft Silver Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + MJZ / Los Angeles + Pickle Music / New York
Client:
Burger King
Title:
Confusing Times
Category:
Writing / Single
Annual ID:
OS22_MI025S
Award:
2022 Public Relations Silver Pencil
Agency:
Edelman / London + Ingka Group / The Hague
Client:
IKEA
Title:
Buy Back Friday
Category:
Events & Experiential
Annual ID:
OS22_PR009S
Award:
2022 Radio & Audio Silver Pencil
Agency:
DAVID / Madrid + BURGER KING / Miami + Pickle Music / New York
Client:
Burger King
Title:
Even More Confusing Times
Category:
Craft / Writing - Series
Annual ID:
OS22_RA010S
Award:
2022 Design Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Moving Image / Single
Annual ID:
OS22_DE046B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Shopping Inside Songs
Category:
Experiential Radio & Audio
Annual ID:
OS22_RA016B
Award:
2022 Branded Entertainment Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Music Videos
Annual ID:
OS22_BE027B
Award:
2022 IP & Products Bronze Pencil
Agency:
Rethink / Toronto + IKEA
Client:
IKEA Canada
Title:
Repurposeful Instructions
Category:
Integrated Digital & Physical Product / In-Market
Annual ID:
OS22_IP011B
Award:
2022 Interactive, Online & Mobile Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Online & Mobile Video / Interactive Video
Annual ID:
OS22_IN022B
Award:
2022 Interactive & Mobile Craft Bronze Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Use of Technology
Annual ID:
OS22_IC012B
Award:
2022 Print Bronze Pencil
Agency:
DAVID / Madrid + LundLund / Stockholm
Client:
Burger King
Title:
Meat?
Category:
Craft / Photography
Annual ID:
OS22_PT022B
Award:
2022 Integrated Bronze Pencil
Agency:
GUT / São Paulo + Saigon Filmes / São Paulo + LOUD + / São Paulo
Client:
Mercado Livre (Ebazar)
Title:
NEW ICONIC KISSES
Category:
Integrated Branding Campaign
Annual ID:
OS22_IG011B
Award:
2022 Moving Image Craft Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Writing / Single
Annual ID:
OS22_MI046B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Innovation & Transformation / Innovation in Radio & Audio
Annual ID:
OS22_RA018B
Award:
2022 Radio & Audio Bronze Pencil
Agency:
Ogilvy Brasil / São Paulo + Magazine Luiza / São Paulo
Client:
Magazine Luiza
Title:
Shopping Inside Songs
Category:
Brand Partnerships
Annual ID:
OS22_RA017B
Award:
2022 Branded Entertainment Bronze Pencil
Agency:
GUT / São Paulo + HEFTY / São Paulo + Magma / São Paulo
Client:
Mercado Livre (Ebazar)
Title:
Black Business Beats
Category:
Brand Partnerships
Annual ID:
OS22_BE034B
Award:
2022 Film Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Cinema Advertising
Annual ID:
OS22_FI035B
Award:
2022 Moving Image Craft Bronze Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
The Wish
Category:
Casting
Annual ID:
OS22_MI057B
Award:
2022 Public Relations Bronze Pencil
Agency:
Hjaltelin Stahl / Copenhagen
Client:
IKEA
Title:
CIRKULÄR
Category:
Events & Experiential
Annual ID:
OS22_PR018B
Award:
2022 Design Bronze Pencil
Agency:
Rethink / Toronto + Decathlon
Client:
Decathlon Canada
Title:
Ability Signs
Category:
Spatial Design / Wayfinding
Annual ID:
OS22_DE045B
Award:
2022 Experiential & Immersive Bronze Pencil
Agency:
FCB / Chicago + Lord + Thomas / Chicago + FCB/SIX / Toronto
Client:
Walmart
Title:
Bedtime Stories
Category:
Experiential Audio
Annual ID:
OS22_EX023B
Award:
2022 Music & Sound Craft Bronze Pencil
Agency:
BBH USA / New York + Google / Mountain View + Anonymous Content / Los Angeles + Cabin / New York
Client:
Google
Title:
Black-Owned Friday
Category:
Artist / Brand Collaboration
Annual ID:
OS22_MS018B
Award:
2022 Direct Marketing Merit Award
Agency:
Zulu Alpha Kilo / Toronto + Harry Rosen / Toronto + Zulubot / Toronto
Client:
Harry Rosen
Title:
Green Screen Shirt
Category:
Innovation & Transformation / Innovation in Lockdown
Annual ID:
OS22_DM110M
Award:
2022 Direct Marketing Merit Award
Agency:
Yandex Magic Camp / Moscow
Client:
Yandex Market
Title:
Cardboard Media
Category:
Experiential / Customer Experience / CX
Annual ID:
OS22_DM065M