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
Excitable Edgar
Agency: adam&eveDDB / London + Blink Productions / London + Untold Studios / London + MPC / London
Client: John Lewis & Partners and Waitrose & Partners Category: Cinema Advertising
Iconic Stacks
Agency: Leo Burnett / London
Client: McDonald's Category: Promotional / Posters - Series
Pocket Franchise
Agency: Accenture Interactive China / Shanghai
Client: Yum China Category: Innovation in Branded Entertainment
The Crash Sale
Agency: Edelman / New York + eBay / San Jose
Client: eBay Category: Integrated PR Campaign
Stop At Nothing
Agency: Wieden+Kennedy / London + Park Pictures / London
Client: Nike Category: Craft - Sound Design / Single
Soffa Sans
Agency: Proximity / London + Hope & Glory / London
Client: IKEA UK Category: Craft / Art Direction
Voice of Hunger
Agency: Dentsu Webchutney / Bengaluru
Client: Swiggy (Bundl Technologies Private Limited) Category: Innovation in Social Media
Book of Dreams
Agency: The&Partnership / London + Stink / London + MPC / London + Grand Central Recording Studio / London
Client: Argos Category: Television & VOD / Long Form - Single
C'est magnifique
Agency: Romance / Paris + Intermarché / Paris
Client: Intermarché Category: Television & VOD / Long Form - Single
Excitable Edgar
Agency: adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client: John Lewis & Partners and Waitrose & Partners Category: Television & VOD / Long Form - Single
Nicholas the Sweep
Agency: Sainsbury's / London + Wieden+Kennedy / London
Client: Sainsbury's Category: Television & VOD / Long Form - Single
Iconic Stacks
Agency: Leo Burnett / London
Client: McDonald's Category: Billboards & Transit / Campaign
Don't Take Your Hair for Granted
Agency: TBWA\Chiat\Day / Los Angeles
Client: Supercuts Category: Television & VOD / Short Form - Campaign
The Drawing
Agency: DDB Group Italy / Milan + Karen Film / Milan
Client: IKEA Italy Category: Experiential / Brand Installations
IKEA Bedtime
Agency: Rethink / Toronto + FRANK / Toronto + Jungle Media / Toronto
Client: IKEA Canada Category: Creative Use of Data / Targeting
Excitable Edgar
Agency: adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client: John Lewis & Partners and Waitrose & Partners Category: Integrated Branding Campaign
Flipkart Hagglebot
Agency: Dentsu Webchutney / Bengaluru
Client: Flipkart Internet Private Limited Category: Use of Smart Devices & Voice Assistants
Hot & Spicy (Season 2)
Agency: Ogilvy / Hong Kong
Client: KFC Hong Kong, Jardine Restaurant Group Category: Posters / Campaign
Eyes Say More Than Words
Agency: Design Army / Washington
Client: Georgetown Optician Category: Moving Image / Single
Hot & Spicy (Season 2)
Agency: Ogilvy / Hong Kong
Client: KFC Hong Kong, Jardine Restaurant Group Category: Craft / Art Direction
Beauty Mark
Agency: Digitas / Boston + CVS Health / Boston + Endeavor / New York
Client: CVS Health Category: Reputation Management
MENstruation
Agency: BBDO / New York + Biscuit / New York
Client: THINX Category: Short Form Video / Single
"Democratic Art – An Ai Weiwei for everybody."
Agency: HEIMAT / Berlin + NEUTRAL / Zürich + LIESEL Filmproduktion GmbH / Berlin + Loft Tonstudios GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Innovation in Integrated Branding
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Social Post / Real-time Response
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Active Engagement
Pocket Franchise
Agency: Accenture Interactive China / Shanghai
Client: Yum China Category: Social Channel / Single Platform
HORNBACH "Smell of Spring"
Agency: HEIMAT / Berlin + ANORAK Film / Berlin + Slaughterhouse / Berlin + LOFT Studios GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Online Films & Video / Short Form - Single
Bootiques
Agency: Ogilvy / London + Geometry / London
Client: Boots Category: Experiential / Brand Installations
AMAZON BINGE SHOPPING
Agency: Herezie Group / Paris
Client: AMAZON PRIME VIDEO Category: Digital & Online / Social Media Post - Single
Inside Muses
Agency: Toby Ng Design / Hong Kong
Client: K11 MUSEA Category: Promotional / Booklets & Brochures
Santa Girl
Agency: BBDO / New York + RESET Content / New york
Client: Macy's Category: Craft - Direction / Single
MENstruation
Agency: BBDO / New York + Biscuit / New York
Client: THINX Category: Craft - Direction / Single
Christmas by John Lewis & Partners
Agency: John Lewis & Partners / London + adam&eveDDB / London
Client: John Lewis & Partners Category: Penta Pencil
Bohemian Rhapsody
Agency: John Lewis & Partners + Waitrose & Partners / London + adam&eveDDB / London + Blink / London + Moving Picture Company / London
Client: John Lewis & Partners / Waitrose & Partners Category: Long Form Video / Single
Black Supermarket
Agency: Carrefour / Massy + Marcel / Paris
Client: Carrefour Category: Events & Competitions
The Boy & The Piano
Agency: MPC / London + adam&eveDDB / London + Academy Films / London
Client: John Lewis & Partners Category: Craft - Visual Effects / Single
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Cinema Advertising
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Television & VOD / Long Form - Single
The Boy & The Piano
Agency: John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client: John Lewis & Partners Category: Online Films & Video / Long Form - Single
The Boy & The Piano
Agency: Academy Films / London + adam&eveDDB / London + MPC / London
Client: John Lewis & Partners Category: Craft - Direction / Single
House of Innovation Shanghai 001 Center Court Digital Interactive Experience
Agency: Studio NOWHERE / Shanghai + Nike | Greater China / Shanghai
Client: Nike Greater China Category: Experiential / Environmental / Indoor Spaces
Black Supermarket
Agency: Carrefour / Massy + Marcel / Paris
Client: Carrefour Category: Creative Effectiveness
Block Wish
Agency: HOK-Elanto / Helsinki + SOK Media / Helsinki + Carat Finland / Helsinki + Accenture / Helsinki
Client: HOK-Elanto Category: Utility
Fresh Prints
Agency: McCann / Spain + Aldi / Barcelona
Client: Aldi Category: Innovation in Print & Outdoor
Black Supermarket
Agency: Carrefour / Massy + Marcel / Paris
Client: Carrefour Category: Reputation Management
Black Supermarket
Agency: Carrefour / Massy + Marcel / Paris
Client: Carrefour Category: Spaces & Immersive / Brand Installations
Award:
2020 Film Merit Award
Agency:
adam&eveDDB / London + Blink Productions / London + Untold Studios / London + MPC / London
Client:
John Lewis & Partners and Waitrose & Partners
Title:
Excitable Edgar
Category:
Cinema Advertising
Annual ID:
OS_FI20_115M
Award:
2020 Design Merit Award
Agency:
Leo Burnett / London
Client:
McDonald's
Title:
Iconic Stacks
Category:
Promotional / Posters - Series
Annual ID:
OS_DE20_115M
Award:
2020 Branded Entertainment Merit Award
Agency:
Accenture Interactive China / Shanghai
Client:
Yum China
Title:
Pocket Franchise
Category:
Innovation in Branded Entertainment
Annual ID:
OS_BE20_114M
Award:
2020 Public Relations Merit Award
Agency:
Edelman / New York + eBay / San Jose
Client:
eBay
Title:
The Crash Sale
Category:
Integrated PR Campaign
Annual ID:
OS_PR20_071M
Award:
2020 Moving Image Craft Merit Award
Agency:
Wieden+Kennedy / London + Park Pictures / London
Client:
Nike
Title:
Stop At Nothing
Category:
Craft - Sound Design / Single
Annual ID:
OS_MI20_097M
Award:
2020 Interactive & Online Merit Award
Agency:
Proximity / London + Hope & Glory / London
Client:
IKEA UK
Title:
Soffa Sans
Category:
Craft / Art Direction
Annual ID:
OS_IN20_067M
Award:
2020 Social Media Merit Award
Agency:
Dentsu Webchutney / Bengaluru
Client:
Swiggy (Bundl Technologies Private Limited)
Title:
Voice of Hunger
Category:
Innovation in Social Media
Annual ID:
OS_SM20_109M
Award:
2020 Film Merit Award
Agency:
The&Partnership / London + Stink / London + MPC / London + Grand Central Recording Studio / London
Client:
Argos
Title:
Book of Dreams
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_058M
Award:
2020 Film Merit Award
Agency:
Romance / Paris + Intermarché / Paris
Client:
Intermarché
Title:
C'est magnifique
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_061M
Award:
2020 Film Merit Award
Agency:
adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client:
John Lewis & Partners and Waitrose & Partners
Title:
Excitable Edgar
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_062M
Award:
2020 Film Merit Award
Agency:
Sainsbury's / London + Wieden+Kennedy / London
Client:
Sainsbury's
Title:
Nicholas the Sweep
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_067M
Award:
2020 Out of Home Merit Award
Agency:
Leo Burnett / London
Client:
McDonald's
Title:
Iconic Stacks
Category:
Billboards & Transit / Campaign
Annual ID:
OS_OH20_041M
Award:
2020 Film Merit Award
Agency:
TBWA\Chiat\Day / Los Angeles
Client:
Supercuts
Title:
Don't Take Your Hair for Granted
Category:
Television & VOD / Short Form - Campaign
Annual ID:
OS_FI20_051M
Award:
2020 Branded Entertainment Merit Award
Agency:
DDB Group Italy / Milan + Karen Film / Milan
Client:
IKEA Italy
Title:
The Drawing
Category:
Experiential / Brand Installations
Annual ID:
OS_BE20_079M
Award:
2020 Creative Use of Data Merit Award
Agency:
Rethink / Toronto + FRANK / Toronto + Jungle Media / Toronto
Client:
IKEA Canada
Title:
IKEA Bedtime
Category:
Creative Use of Data / Targeting
Annual ID:
OS_CU20_018M
Award:
2020 Integrated Merit Award
Agency:
adam&eveDDB / London + Blink Productions / London + Untold Studios / London
Client:
John Lewis & Partners and Waitrose & Partners
Title:
Excitable Edgar
Category:
Integrated Branding Campaign
Annual ID:
OS_IG20_027M
Award:
2020 Digital Craft Merit Award
Agency:
Dentsu Webchutney / Bengaluru
Client:
Flipkart Internet Private Limited
Title:
Flipkart Hagglebot
Category:
Use of Smart Devices & Voice Assistants
Annual ID:
OS_DC20_028M
Award:
2020 Print Merit Award
Agency:
Ogilvy / Hong Kong
Client:
KFC Hong Kong, Jardine Restaurant Group
Title:
Hot & Spicy (Season 2)
Category:
Posters / Campaign
Annual ID:
OS_PT20_059M
Award:
2020 Print Merit Award
Agency:
BBDO Belgium / Brussels
Client:
Lidl Belgium
Title:
vote for meAL
Category:
Posters / Campaign
Annual ID:
OS_PT20_060M
Award:
2020 Design Merit Award
Agency:
Design Army / Washington
Client:
Georgetown Optician
Title:
Eyes Say More Than Words
Category:
Moving Image / Single
Annual ID:
OS_DE20_183M
Award:
2020 Out of Home Merit Award
Agency:
Ogilvy / Hong Kong
Client:
KFC Hong Kong, Jardine Restaurant Group
Title:
Hot & Spicy (Season 2)
Category:
Craft / Art Direction
Annual ID:
OS_OH20_075M
Award:
2020 Public Relations Merit Award
Agency:
Digitas / Boston + CVS Health / Boston + Endeavor / New York
Client:
CVS Health
Title:
Beauty Mark
Category:
Reputation Management
Annual ID:
OS_PR20_056M
Award:
2020 Direct Marketing Merit Award
Agency:
INGO / Stockholm
Client:
Burger King
Title:
50/50
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS_DI20_102M
Award:
2020 Branded Entertainment Merit Award
Agency:
BBDO / New York + Biscuit / New York
Client:
THINX
Title:
MENstruation
Category:
Short Form Video / Single
Annual ID:
OS_BE20_039M
Award:
2020 Integrated Merit Award
Agency:
HEIMAT / Berlin + NEUTRAL / Zürich + LIESEL Filmproduktion GmbH / Berlin + Loft Tonstudios GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
"Democratic Art – An Ai Weiwei for everybody."
Category:
Innovation in Integrated Branding
Annual ID:
OS_IG20_048M
Award:
2020 Design Merit Award
Agency:
Leo Burnett / London
Client:
McDonald's
Title:
Iconic Stacks
Category:
Out of Home / Series
Annual ID:
OS_DE20_157M
Award:
2020 Social Media Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Social Post / Real-time Response
Annual ID:
OS_SM20_052M
Award:
2020 Social Media Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Active Engagement
Annual ID:
OS_SM20_065M
Award:
2020 Social Media Merit Award
Agency:
Accenture Interactive China / Shanghai
Client:
Yum China
Title:
Pocket Franchise
Category:
Social Channel / Single Platform
Annual ID:
OS_SM20_041M
Award:
2020 Film Merit Award
Agency:
HEIMAT / Berlin + ANORAK Film / Berlin + Slaughterhouse / Berlin + LOFT Studios GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
HORNBACH "Smell of Spring"
Category:
Online Films & Video / Short Form - Single
Annual ID:
OS_FI20_078M
Award:
2020 Direct Marketing Merit Award
Agency:
Ogilvy / London + Geometry / London
Client:
Boots
Title:
Bootiques
Category:
Experiential / Brand Installations
Annual ID:
OS_DI20_064M
Award:
2020 Direct Marketing Merit Award
Agency:
Herezie Group / Paris
Client:
AMAZON PRIME VIDEO
Title:
AMAZON BINGE SHOPPING
Category:
Digital & Online / Social Media Post - Single
Annual ID:
OS_DI20_087M
Award:
2020 Print Merit Award
Agency:
Leo Burnett / London
Client:
McDonald's
Title:
Iconic Stacks
Category:
Newspaper / Campaign
Annual ID:
OS_PT20_044M
Award:
2020 Design Merit Award
Agency:
Toby Ng Design / Hong Kong
Client:
K11 MUSEA
Title:
Inside Muses
Category:
Promotional / Booklets & Brochures
Annual ID:
OS_DE20_119M
Award:
2020 Moving Image Craft Merit Award
Agency:
BBDO / New York + RESET Content / New york
Client:
Macy's
Title:
Santa Girl
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_046M
Award:
2020 Moving Image Craft Merit Award
Agency:
BBDO / New York + Biscuit / New York
Client:
THINX
Title:
MENstruation
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_054M
Award:
2019 Penta Pencil Penta Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London
Client:
John Lewis & Partners
Title:
Christmas by John Lewis & Partners
Category:
Penta Pencil
Annual ID:
OS_PP19001P
Award:
2019 Branded Entertainment Gold Pencil
Agency:
John Lewis & Partners + Waitrose & Partners / London + adam&eveDDB / London + Blink / London + Moving Picture Company / London
Client:
John Lewis & Partners / Waitrose & Partners
Title:
Bohemian Rhapsody
Category:
Long Form Video / Single
Annual ID:
OS_BE19011G
Award:
2019 Experiential & Immersive Gold Pencil
Agency:
Carrefour / Massy + Marcel / Paris
Client:
Carrefour
Title:
Black Supermarket
Category:
Events & Competitions
Annual ID:
OS_EX19002G
Award:
2019 Moving Image Craft Gold Pencil
Agency:
MPC / London + adam&eveDDB / London + Academy Films / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Craft - Visual Effects / Single
Annual ID:
OS_MI19035G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Cinema Advertising
Annual ID:
OS_FI19031G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI19003G
Award:
2019 Film Gold Pencil
Agency:
John Lewis & Partners / London + adam&eveDDB / London + Academy Films / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Online Films & Video / Long Form - Single
Annual ID:
OS_FI19018G
Award:
2019 Moving Image Craft Silver Pencil
Agency:
Academy Films / London + adam&eveDDB / London + MPC / London
Client:
John Lewis & Partners
Title:
The Boy & The Piano
Category:
Craft - Direction / Single
Annual ID:
OS_MI19004S
Award:
2019 Design Silver Pencil
Agency:
Studio NOWHERE / Shanghai + Nike | Greater China / Shanghai
Client:
Nike Greater China
Title:
House of Innovation Shanghai 001 Center Court Digital Interactive Experience
Category:
Experiential / Environmental / Indoor Spaces
Annual ID:
OS_DE19053S
Award:
2019 Creative Effectiveness Silver Pencil
Agency:
Carrefour / Massy + Marcel / Paris
Client:
Carrefour
Title:
Black Supermarket
Category:
Creative Effectiveness
Annual ID:
OS_CE19004S
Award:
2019 Mobile Silver Pencil
Agency:
HOK-Elanto / Helsinki + SOK Media / Helsinki + Carat Finland / Helsinki + Accenture / Helsinki
Client:
HOK-Elanto
Title:
Block Wish
Category:
Utility
Annual ID:
OS_MO19004S
Award:
2019 Print & Outdoor Silver Pencil
Agency:
McCann / Spain + Aldi / Barcelona
Client:
Aldi
Title:
Fresh Prints
Category:
Innovation in Print & Outdoor
Annual ID:
OS_PO19058S
Award:
2019 Public Relations Silver Pencil
Agency:
Carrefour / Massy + Marcel / Paris
Client:
Carrefour
Title:
Black Supermarket
Category:
Reputation Management
Annual ID:
OS_PR19021S
Award:
2019 Experiential & Immersive Silver Pencil
Agency:
Carrefour / Massy + Marcel / Paris
Client:
Carrefour
Title:
Black Supermarket
Category:
Spaces & Immersive / Brand Installations
Annual ID:
OS_EX19011S