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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Tourism / Travel / Transportation
Award
Agency
Client
Title
Category
Annual ID
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Creative Effectiveness / Tourism / Travel / Transportation
Magnificent
Agency: The Nine / Shanghai
Client: Yotkan Ancient City in Xinjiang, China Category: Craft / Photography
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Craft / Writing
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Craft / Art Direction
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Customer Experience / CX
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Craft / Photography
Magnificent
Agency: The Nine / Shanghai
Client: Yotkan Ancient City in Xinjiang, China Category: Craft / Photography
Trollboards
Agency: Courage Inc. / Toronto + Skyscanner / Edinburgh + Rebel & Thorn / Toronto + Joswin Media / Los Angeles
Client: Skyscanner Category: Innovation / Use of Media in Public Relations
A British Original
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Billboards & Transit / Series
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Craft / Art Direction
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Posters / Series
All it takes is a Yes.
Agency: SERVICEPLAN GERMANY / Munich
Client: Deutsche Lufthansa AG Category: Original Music / Score - Long Form
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Craft / Illustration
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Custom Content
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Craft / Writing - Series
All it takes is a Yes.
Agency: SERVICEPLAN GERMANY / Munich
Client: Deutsche Lufthansa AG Category: Editing / Single
Ticket to Dream
Agency: Nimiopere Film Editorial / Toronto + FCB Canada / Toronto + Air Canada / Montreal + Scouts Honour / Toronto
Client: Air Canada Category: Editing / Single
First Coversation
Agency: BETC / Paris + Fondation Falret / Paris + Audio Network France / Paris + Sovage / Paris
Client: Heetch Category: Experiential / Immersive / Events
Bedtime Stories for Business People
Agency: TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client: City Lodge Hotels Category: Custom Content
Disconnect
Agency: TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client: Air France Holidays Category: Craft / Illustration
Rockstar Status
Agency: Ogilvy / Singapore + Sauce Universe / Jakarta
Client: Artotel Group Category: Popular Culture Impact
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Best of Design
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Craft / Art Direction
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Craft / Art Direction
Whoops
Agency: Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client: Metroselskabet Category: Writing / Single
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Promotional / Physical Items
Every story starts with a Yes
Agency: SERVICEPLAN GERMANY / Munich
Client: Lufthansa Category: Direction / Single
A Train of Memories
Agency: SIX inc. / Tokyo + good design company / Tokyo
Client: Sotetsu Holdings Category: Special Effects / Single
Every story starts with a Yes
Agency: SERVICEPLAN GERMANY / Munich
Client: Lufthansa Category: Cinematography / Single
Whoops
Agency: Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client: Metroselskabet Category: Casting
A Train of Memories
Agency: SIX inc. / Tokyo + good design company / Tokyo
Client: Sotetsu Holdings Category: TV, VOD, & Online / Over 90 Seconds - Single
Every story starts with a Yes
Agency: SERVICEPLAN GERMANY / Munich
Client: Lufthansa Category: Writing / Single
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Out of Home / Brand Installations
Whoops
Agency: Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client: Metroselskabet Category: Direction / Single
Every story starts with a Yes
Agency: SERVICEPLAN GERMANY / Munich
Client: Lufthansa Category: Editing / Single
ProtecTasbih
Agency: Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client: SAUDIA Category: Promotional Items
A Train of Memories
Agency: SIX inc. / Tokyo + good design company / Tokyo
Client: Sotetsu Holdings Category: Production Design
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Visual Craft / Art Direction
MY JAPAN RAILWAY
Agency: DENTSU INC. / Tokyo
Client: JR GROUP / Japan Railway 150th Anniversary Campaign Category: Craft / Art Direction
Capa vs. War
Agency: INNOCEAN Berlin / Berlin + Robert Capa Contemporary Photography Center / Budapest + Havas Media Germany / Frankfurt am Main + Havas Media Italy / Milan
Client: Robert Capa Contemporary Photography Center Category: Craft / Writing
ProtecTasbih
Agency: Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client: SAUDIA Category: Physical Items
The Black Forest Sneakers
Agency: SAINT ELMO'S GERMANY / Munich
Client: Schwarzwald Tourismus GmbH Category: Brand Partnerships
Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
Edelman / London
Client:
DP World
Title:
The Move to -15
Category:
Sustainable Development Goals
Annual ID:
OS25_SD002D
Award:
2025 Creative Effectiveness Silver Pencil
Agency:
Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client:
Airbnb
Title:
Icons
Category:
Creative Effectiveness / Tourism / Travel / Transportation
Annual ID:
OS25_CE008S
Award:
2025 Print & Promotional Silver Pencil
Agency:
The Nine / Shanghai
Client:
Yotkan Ancient City in Xinjiang, China
Title:
Magnificent
Category:
Craft / Photography
Annual ID:
OS25_PT015S
Award:
2025 Out of Home Silver Pencil
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
Windows
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH013S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Craft / Writing
Annual ID:
OS25_IN019S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
Havas HOY / Mexico City
Client:
Volaris Airlines
Title:
W1ng Cod3s
Category:
Commerce
Annual ID:
OS25_IN015S
Award:
2025 Out of Home Silver Pencil
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
Windows
Category:
Craft / Art Direction
Annual ID:
OS25_OH019S
Award:
2025 Integrated / Omnichannel Silver Pencil
Agency:
Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client:
Airbnb
Title:
Icons
Category:
Customer Experience / CX
Annual ID:
OS25_IG010S
Award:
2025 Social Media Bronze Pencil
Agency:
Havas HOY / Mexico City
Client:
Volaris Airlines
Title:
W1ng Cod3s
Category:
Commerce
Annual ID:
OS25_SM029B
Award:
2025 Out of Home Bronze Pencil
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
Windows
Category:
Craft / Photography
Annual ID:
OS25_OH041B
Award:
2025 Design Bronze Pencil
Agency:
The Nine / Shanghai
Client:
Yotkan Ancient City in Xinjiang, China
Title:
Magnificent
Category:
Craft / Photography
Annual ID:
OS25_DE041B
Award:
2025 Social Media Merit Award
Agency:
DSB + Accenture Song Nordics
Client:
DSB
Title:
The Techno Train
Category:
Stunts & Activations
Annual ID:
OS25_SM049M
Award:
2025 Public Relations Merit Award
Agency:
Courage Inc. / Toronto + Skyscanner / Edinburgh + Rebel & Thorn / Toronto + Joswin Media / Los Angeles
Client:
Skyscanner
Title:
Trollboards
Category:
Innovation / Use of Media in Public Relations
Annual ID:
OS25_PR068M
Award:
2025 Out of Home Merit Award
Agency:
Uncommon Creative Studio / London + British Airways / London
Client:
British Airways
Title:
A British Original
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH058M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH060M
Award:
2025 Print & Promotional Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Craft / Art Direction
Annual ID:
OS25_PT039M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Posters / Series
Annual ID:
OS25_OH047M
Award:
2025 Music & Sound Craft Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Deutsche Lufthansa AG
Title:
All it takes is a Yes.
Category:
Original Music / Score - Long Form
Annual ID:
OS25_MS040M
Award:
2025 Print & Promotional Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Craft / Illustration
Annual ID:
OS25_PT042M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Custom Content
Annual ID:
OS25_RA022M
Award:
2025 Radio & Audio-First Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Craft / Writing - Series
Annual ID:
OS25_RA041M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Deutsche Lufthansa AG
Title:
All it takes is a Yes.
Category:
Editing / Single
Annual ID:
OS25_MI079M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
Nimiopere Film Editorial / Toronto + FCB Canada / Toronto + Air Canada / Montreal + Scouts Honour / Toronto
Client:
Air Canada
Title:
Ticket to Dream
Category:
Editing / Single
Annual ID:
OS25_MI080M
Award:
2025 Direct Marketing Merit Award
Agency:
Havas HOY / Mexico City
Client:
Volaris Airlines
Title:
W1ng Cod3s
Category:
Commerce
Annual ID:
OS25_DM087M
Award:
2025 Health & Wellness Merit Award
Agency:
BETC / Paris + Fondation Falret / Paris + Audio Network France / Paris + Sovage / Paris
Client:
Heetch
Title:
First Coversation
Category:
Experiential / Immersive / Events
Annual ID:
OS25_HW039M
Award:
2025 Music & Sound Craft Merit Award
Agency:
TBWA Hunt Lascaris / Johannesburg + Sterling Sound / Johannesburg
Client:
City Lodge Hotels
Title:
Bedtime Stories for Business People
Category:
Custom Content
Annual ID:
OS25_MS030M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Client:
Air France Holidays
Title:
Disconnect
Category:
Craft / Illustration
Annual ID:
OS25_OH101M
Award:
2025 Cultural Driver Merit Award
Agency:
Ogilvy / Singapore + Sauce Universe / Jakarta
Client:
Artotel Group
Title:
Rockstar Status
Category:
Popular Culture Impact
Annual ID:
OS25_CD016M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
BUCK
Client:
Airbnb
Title:
Get an Airbnb
Category:
Animation / Series
Annual ID:
OS25_MI096M
Award:
2024 Design Best of Discipline Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Best of Design
Annual ID:
OS24_DE000G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Craft / Art Direction
Annual ID:
OS24_DE012G
Award:
2024 Print & Promotional Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Craft / Art Direction
Annual ID:
OS24_PT009G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client:
Metroselskabet
Title:
Whoops
Category:
Writing / Single
Annual ID:
OS24_MI005G
Award:
2024 Design Gold Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Promotional / Physical Items
Annual ID:
OS24_DE001G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Lufthansa
Title:
Every story starts with a Yes
Category:
Direction / Single
Annual ID:
OS24_MI002G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
SIX inc. / Tokyo + good design company / Tokyo
Client:
Sotetsu Holdings
Title:
A Train of Memories
Category:
Special Effects / Single
Annual ID:
OS24_MI008G
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Lufthansa
Title:
Every story starts with a Yes
Category:
Cinematography / Single
Annual ID:
OS24_MI023S
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client:
Metroselskabet
Title:
Whoops
Category:
Casting
Annual ID:
OS24_MI028S
Award:
2024 Film & Video Silver Pencil
Agency:
SIX inc. / Tokyo + good design company / Tokyo
Client:
Sotetsu Holdings
Title:
A Train of Memories
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS24_FI012S
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Lufthansa
Title:
Every story starts with a Yes
Category:
Writing / Single
Annual ID:
OS24_MI018S
Award:
2024 Design Silver Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Out of Home / Brand Installations
Annual ID:
OS24_DE022S
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
Accenture Song Brand Denmark A/S / Copenhagen + Accenture Song Production Studios Denmark / Copenhagen
Client:
Metroselskabet
Title:
Whoops
Category:
Direction / Single
Annual ID:
OS24_MI017S
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Lufthansa
Title:
Every story starts with a Yes
Category:
Editing / Single
Annual ID:
OS24_MI020S
Award:
2024 Health & Wellness Bronze Pencil
Agency:
Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client:
SAUDIA
Title:
ProtecTasbih
Category:
Promotional Items
Annual ID:
OS24_HW022B
Award:
2024 Moving Image Craft & Production Bronze Pencil
Agency:
SIX inc. / Tokyo + good design company / Tokyo
Client:
Sotetsu Holdings
Title:
A Train of Memories
Category:
Production Design
Annual ID:
OS24_MI047B
Award:
2024 Interactive & Mobile Craft Bronze Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Visual Craft / Art Direction
Annual ID:
OS24_IC010B
Award:
2024 Experiential & Immersive Bronze Pencil
Agency:
DENTSU INC. / Tokyo
Client:
JR GROUP / Japan Railway 150th Anniversary Campaign
Title:
MY JAPAN RAILWAY
Category:
Craft / Art Direction
Annual ID:
OS24_EX039B
Award:
2024 Out of Home Bronze Pencil
Agency:
INNOCEAN Berlin / Berlin + Robert Capa Contemporary Photography Center / Budapest + Havas Media Germany / Frankfurt am Main + Havas Media Italy / Milan
Client:
Robert Capa Contemporary Photography Center
Title:
Capa vs. War
Category:
Craft / Writing
Annual ID:
OS24_OH043B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Leo Burnett KSA / Jeddah + Saatchi & Saatchi ME / Dubai
Client:
SAUDIA
Title:
ProtecTasbih
Category:
Physical Items
Annual ID:
OS24_DM031B
Award:
2024 Design Bronze Pencil
Agency:
SAINT ELMO'S GERMANY / Munich
Client:
Schwarzwald Tourismus GmbH
Title:
The Black Forest Sneakers
Category:
Brand Partnerships
Annual ID:
OS24_DE045B
