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.
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Toys & Games
Award
Agency
Client
Title
Category
Annual ID
LEGO® SMART Play™
Agency: The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client: The LEGO Group Category: Best of Brand-Side / In-House
LEGO® SMART Play™
Agency: The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client: The LEGO Group Category: Products
The LEGO® Group x Formula 1® - Build the Thrill
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Brand Partnerships
Hello, Is It Play You're Looking For?
Agency: Our LEGO Agency / Billund + Droga5, part of Accenture Song / Dublin + Zauberberg Productions / Berlin
Client: The LEGO Group Category: Film & Video
SHE BUILT THAT
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Integrated / Omnichannel Campaign
The Galaxy Plays Back
Agency: Our LEGO Agency / Billund + Sphere Studios / Los Angeles
Client: The LEGO Group Category: Responsive Environments
The LEGO® Formula 1® Drivers Parade
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Events / In-Person
LEGO® SMART Play™
Agency: The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client: The LEGO Group Category: In-Market / Physical Product
The Galaxy Plays Back
Agency: Our LEGO Agency / Billund + Sphere Studios / Los Angeles
Client: The LEGO Group Category: Experiential / Immersive / Events
The LEGO® Formula 1® Drivers Parade
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Experiential / Immersive / Events
Never Stop Playing
Agency: Our LEGO Agency / Billund + Biscuit Filmworks / London + Chaos x Magic / Amsterdam
Client: The LEGO Group Category: Film & Video
The LEGO® Group x Formula 1® - Build the Thrill
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Brand Partnerships
The LEGO® Formula 1® Drivers Parade
Agency: Our LEGO Agency / Billund
Client: The LEGO Group Category: Innovation / New Ideas in Experiential & Immersive
LEGO Tuxedo Cat Launch
Agency: Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client: The LEGO Group Category: Social Post / Single Platform Series
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Print
LEGO Tuxedo Cat Launch
Agency: Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client: The LEGO Group Category: Social Media
Mattel Creations Hot Wheels x MSCHF Not Wheels
Agency: Mattel / Mattel Creations + Mattel Creations x MSCHF
Client: Mattel Creations Category: Popular Culture Impact
Hot Wheels x Daniel Arsham: The Legends Archive
Agency: Mattel / Mattel Creations + Mattel Creations x Daniel Arsham
Client: Mattel Creations Category: Experiential / Immersive / Events
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Promotional / Print Advertisements
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Agency: Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client: LEGO Category: Editorial / Magazines & Newspapers
Diss-Mas
Agency: VIRTUE Worldwide + MGA Entertainment + Barking Owl + PULSE Films
Client: MGA Entertainment Category: Creative Effectiveness / Toys & Games
Mattel Creations Hot Wheels x MSCHF Not Wheels
Agency: Mattel / Mattel Creations + Mattel Creations x MSCHF
Client: Mattel Creations Category: Products
Pokémon WONDER
Agency: SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client: The Pokémon Company Category: Experiential & Immersive Games
Green Instructions
Agency: Ogilvy Poland / Warsaw
Client: LEGO Category: Single Country or Region / Consumer / Brand
Green Instructions
Agency: Ogilvy Poland / Warsaw
Client: LEGO Category: Creative Effectiveness / Consumer / Brand
Chicharron Run
Agency: DDB / Paris + Machine Sound / London + Important Looking Pirates / Stockholm + Stink Films / Paris
Client: Ubisoft / Far Cry 6 Category: Animation / Single
LEGO Playwaves
Agency: Akcelo / Sydney + Otis Studios / Sydney + Otis Studios / Sydney
Client: LEGO Australia Category: Experiential Music & Sound
Rebuild The World - Holidays
Agency: Stink Films / Paris
Client: LEGO Category: Visual Effects / Single
Rebuild The World
Agency: Married To Giants + Fela
Client: LEGO Category: Television & VOD / Long Form - Single
Spaceship
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Posters / Single
Dragon
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Posters / Single
Empire States
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Posters / Single
Rebuild the world
Agency: BETC / Paris + Lego agency / Paris
Client: Lego Category: Television & VOD / Long Form - Single
Let's Be Kids
Agency: Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client: Fisher-Price Category: Online Films & Video / Varying Length Campaign
For every imagination
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Posters / Campaign
We All Can Take Care
Agency: Ogilvy Brasil / São Paulo
Client: Hasbro Category: Social Post / Single
Let's Be Kids
Agency: Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client: Fisher-Price Category: Television & VOD / Varying Length Campaign
For every imagination
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Newspaper / Campaign
Dragon
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Newspaper / Single
Spaceship
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Newspaper / Single
Empire States
Agency: Ogilvy Group Thailand / Bangkok
Client: DKSH (Thailand) Limited Category: Newspaper / Single
Rebuild the world
Agency: BETC / Paris + Lego agency / Paris
Client: Lego Category: Craft - Direction / Single
Ninjago Dragon Cam
Agency: R/GA / New York + LEGO Systems / Enfield
Client: LEGO Systems Category: Livestream
Travel Ads
Agency: FCB / Chicago + Lord + Thomas / Chicago
Client: Radio Flyer Category: Craft / Writing - Campaign
Never Gets Old
Agency: Grey MENA / Dubai
Client: The LEGO Group Category: Publishing / Newspaper - Campaign
Travel Posters
Agency: FCB / Chicago
Client: Radio Flyer, Inc. Category: Craft / Illustration - Single or Campaign
Cozmo Lost in Reddit
Agency: W+K Lodge / Portland + Uncle Toad's Media Group / Los Angeles + Bent Image Lab / Portland + Joint Editorial / Portland
Client: Anki Category: Innovation in Interactive / Gaming
Travel Posters
Agency: FCB / Chicago
Client: Radio Flyer, Inc. Category: Promotional / Collateral / Posters - Campaign
Award:
2026 Brand-Side / In-House Best of Discipline Pencil
Agency:
The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client:
The LEGO Group
Title:
LEGO® SMART Play™
Category:
Best of Brand-Side / In-House
Annual ID:
OS26_BS000G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client:
The LEGO Group
Title:
LEGO® SMART Play™
Category:
Products
Annual ID:
OS26_BS001G
Award:
2026 Brand-Side / In-House Gold Pencil
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Group x Formula 1® - Build the Thrill
Category:
Brand Partnerships
Annual ID:
OS26_BS005G
Award:
2026 Brand-Side / In-House Silver Pencil
Agency:
Our LEGO Agency / Billund + Droga5, part of Accenture Song / Dublin + Zauberberg Productions / Berlin
Client:
The LEGO Group
Title:
Hello, Is It Play You're Looking For?
Category:
Film & Video
Annual ID:
OS26_BS008S
Award:
2026 Brand-Side / In-House Silver Pencil
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
SHE BUILT THAT
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS26_BS009S
Award:
2026 Experiential & Immersive Silver Pencil
Agency:
Our LEGO Agency / Billund + Sphere Studios / Los Angeles
Client:
The LEGO Group
Title:
The Galaxy Plays Back
Category:
Responsive Environments
Annual ID:
OS26_EX008S
Award:
2026 Experiential & Immersive Bronze Pencil
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Formula 1® Drivers Parade
Category:
Events / In-Person
Annual ID:
OS26_EX012B
Award:
2026 IP & Product Design Bronze Pencil
Agency:
The LEGO Group / Billund + Cambridge Consultants / Cambridge
Client:
The LEGO Group
Title:
LEGO® SMART Play™
Category:
In-Market / Physical Product
Annual ID:
OS26_IP007B
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO Wish Stream
Category:
Out of Home
Annual ID:
OS26_BS023M
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Our LEGO Agency / Billund + Sphere Studios / Los Angeles
Client:
The LEGO Group
Title:
The Galaxy Plays Back
Category:
Experiential / Immersive / Events
Annual ID:
OS26_BS026M
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Formula 1® Drivers Parade
Category:
Experiential / Immersive / Events
Annual ID:
OS26_BS027M
Award:
2026 Brand-Side / In-House Merit Award
Agency:
Our LEGO Agency / Billund + Biscuit Filmworks / London + Chaos x Magic / Amsterdam
Client:
The LEGO Group
Title:
Never Stop Playing
Category:
Film & Video
Annual ID:
OS26_BS035M
Award:
2026 Experiential & Immersive Merit Award
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Group x Formula 1® - Build the Thrill
Category:
Brand Partnerships
Annual ID:
OS26_EX040M
Award:
2026 Experiential & Immersive Merit Award
Agency:
Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
The LEGO® Formula 1® Drivers Parade
Category:
Innovation / New Ideas in Experiential & Immersive
Annual ID:
OS26_EX044M
Award:
2025 Social Media Gold Pencil
Agency:
Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
LEGO Tuxedo Cat Launch
Category:
Social Post / Single Platform Series
Annual ID:
OS25_SM005G
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Print
Annual ID:
OS25_BS007S
Award:
2025 Brand-Side / In-House Bronze Pencil
Agency:
Our LEGO Agency / Singapore + Our LEGO Agency / Billund
Client:
The LEGO Group
Title:
LEGO Tuxedo Cat Launch
Category:
Social Media
Annual ID:
OS25_BS022B
Award:
2025 Cultural Driver Bronze Pencil
Agency:
Mattel / Mattel Creations + Mattel Creations x MSCHF
Client:
Mattel Creations
Title:
Mattel Creations Hot Wheels x MSCHF Not Wheels
Category:
Popular Culture Impact
Annual ID:
OS25_CD006B
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Mattel / Mattel Creations + Mattel Creations x Daniel Arsham
Client:
Mattel Creations
Title:
Hot Wheels x Daniel Arsham: The Legends Archive
Category:
Experiential / Immersive / Events
Annual ID:
OS25_BS032M
Award:
2025 Design Merit Award
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Promotional / Print Advertisements
Annual ID:
OS25_DE069M
Award:
2025 Design Merit Award
Agency:
Our LEGO Agency / Shanghai + STUFF STUDIO / Shanghai
Client:
LEGO
Title:
THE WORLD’S FIRST BUILDABLE MAGAZINE COVER
Category:
Editorial / Magazines & Newspapers
Annual ID:
OS25_DE064M
Award:
2025 Creative Effectiveness Merit Award
Agency:
VIRTUE Worldwide + MGA Entertainment + Barking Owl + PULSE Films
Client:
MGA Entertainment
Title:
Diss-Mas
Category:
Creative Effectiveness / Toys & Games
Annual ID:
OS25_CE037M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Mattel / Mattel Creations + Mattel Creations x MSCHF
Client:
Mattel Creations
Title:
Mattel Creations Hot Wheels x MSCHF Not Wheels
Category:
Products
Annual ID:
OS25_BS027M
Award:
2022 Gaming Gold Pencil
Agency:
SIX INC. / Tokyo + RIDDLER / Tokyo + ZEAL ASSOCIATES / Tokyo + Nippon Design Center, Inc. / Tokyo
Client:
The Pokémon Company
Title:
Pokémon WONDER
Category:
Experiential & Immersive Games
Annual ID:
OS22_GA003G
Award:
2022 Creative Effectiveness Bronze Pencil
Agency:
Ogilvy Poland / Warsaw
Client:
LEGO
Title:
Green Instructions
Category:
Single Country or Region / Consumer / Brand
Annual ID:
OS22_CE013B
Award:
2022 Creative Effectiveness Bronze Pencil
Agency:
Ogilvy Poland / Warsaw
Client:
LEGO
Title:
Green Instructions
Category:
Creative Effectiveness / Consumer / Brand
Annual ID:
OS22_CE010B
Award:
2022 Moving Image Craft Merit Award
Agency:
DDB / Paris + Machine Sound / London + Important Looking Pirates / Stockholm + Stink Films / Paris
Client:
Ubisoft / Far Cry 6
Title:
Chicharron Run
Category:
Animation / Single
Annual ID:
OS22_MI115M
Award:
2022 Music & Sound Craft Merit Award
Agency:
Akcelo / Sydney + Otis Studios / Sydney + Otis Studios / Sydney
Client:
LEGO Australia
Title:
LEGO Playwaves
Category:
Experiential Music & Sound
Annual ID:
OS22_MS025M
Award:
2022 Moving Image Craft Merit Award
Agency:
Stink Films / Paris
Client:
LEGO
Title:
Rebuild The World - Holidays
Category:
Visual Effects / Single
Annual ID:
OS22_MI124M
Award:
2022 Film Merit Award
Agency:
Married To Giants + Fela
Client:
LEGO
Title:
Rebuild The World
Category:
Television & VOD / Long Form - Single
Annual ID:
OS22_FI059M
Award:
2020 Print Bronze Pencil
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Spaceship
Category:
Posters / Single
Annual ID:
OS_PT20_009B
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Dragon
Category:
Posters / Single
Annual ID:
OS_PT20_053M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Empire States
Category:
Posters / Single
Annual ID:
OS_PT20_054M
Award:
2020 Film Merit Award
Agency:
BETC / Paris + Lego agency / Paris
Client:
Lego
Title:
Rebuild the world
Category:
Television & VOD / Long Form - Single
Annual ID:
OS_FI20_064M
Award:
2020 Film Merit Award
Agency:
Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client:
Fisher-Price
Title:
Let's Be Kids
Category:
Online Films & Video / Varying Length Campaign
Annual ID:
OS_FI20_108M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
For every imagination
Category:
Posters / Campaign
Annual ID:
OS_PT20_057M
Award:
2020 Social Media Merit Award
Agency:
Ogilvy Brasil / São Paulo
Client:
Hasbro
Title:
We All Can Take Care
Category:
Social Post / Single
Annual ID:
OS_SM20_047M
Award:
2020 Film Merit Award
Agency:
Fisher-Price / East Aurora, NY + Wieden+Kennedy / Portland
Client:
Fisher-Price
Title:
Let's Be Kids
Category:
Television & VOD / Varying Length Campaign
Annual ID:
OS_FI20_074M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
For every imagination
Category:
Newspaper / Campaign
Annual ID:
OS_PT20_042M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Dragon
Category:
Newspaper / Single
Annual ID:
OS_PT20_036M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Spaceship
Category:
Newspaper / Single
Annual ID:
OS_PT20_037M
Award:
2020 Print Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
DKSH (Thailand) Limited
Title:
Empire States
Category:
Newspaper / Single
Annual ID:
OS_PT20_038M
Award:
2020 Moving Image Craft Merit Award
Agency:
BETC / Paris + Lego agency / Paris
Client:
Lego
Title:
Rebuild the world
Category:
Craft - Direction / Single
Annual ID:
OS_MI20_045M
Award:
2019 Social Media Merit Award
Agency:
R/GA / New York + LEGO Systems / Enfield
Client:
LEGO Systems
Title:
Ninjago Dragon Cam
Category:
Livestream
Annual ID:
OS_SM19049M
Award:
2019 Radio & Audio Merit Award
Agency:
FCB / Chicago + Lord + Thomas / Chicago
Client:
Radio Flyer
Title:
Travel Ads
Category:
Craft / Writing - Campaign
Annual ID:
OS_RA19048M
Award:
2019 Print & Outdoor Merit Award
Agency:
Grey MENA / Dubai
Client:
The LEGO Group
Title:
Never Gets Old
Category:
Publishing / Newspaper - Campaign
Annual ID:
OS_PO19071M
Award:
2018 Public Relations Silver Pencil
Agency:
Weber Shandwick / New York
Client:
Mattel Barbie
Title:
Ticket to Play
Category:
Media Relations
Annual ID:
OS_PR18003S
Award:
2018 Print & Outdoor Merit Award
Agency:
FCB / Chicago
Client:
Radio Flyer, Inc.
Title:
Travel Posters
Category:
Craft / Illustration - Single or Campaign
Annual ID:
OS_PO18178M
Award:
2018 Interactive Merit Award
Agency:
W+K Lodge / Portland + Uncle Toad's Media Group / Los Angeles + Bent Image Lab / Portland + Joint Editorial / Portland
Client:
Anki
Title:
Cozmo Lost in Reddit
Category:
Innovation in Interactive / Gaming
Annual ID:
OS_IN180102M
Award:
2018 Print & Outdoor Merit Award
Agency:
FCB / Chicago
Client:
Radio Flyer, Inc.
Title:
Travel Posters
Category:
Promotional / Collateral / Posters - Campaign
Annual ID:
OS_PO18120M
