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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consumer / brand
Award
Agency
Client
Title
Category
Annual ID
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Experiential / In-person
A Tale As Old As Websites
Agency: Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client: Squarespace Category: Film & Video
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Digital & Online / Websites & Mobile
Better On a Better Mobile Network
Agency: Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client: Telstra Category: Animation / Series
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Design for Good
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Innovation / New Ideas in Direct Marketing
Submerged
Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
Consul Clean Sponsorship
Agency: DM9 / Sao Paulo
Client: Consul Appliances Category: Physical Products & Apparel
Flock
Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client: Apple Category: Use of Drama
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Moving Image / Single
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Integrated / Omnichannel Campaign
Other Hand
Agency: Goodby Silverstein & Partners
Client: Cheetos Category: Integrated / Omnichannel Campaign
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Integrated / Omnichannel Campaign
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Innovation / New Ideas in Technology
47
Agency: Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client: Café Joyeux Category: Craft / Art Direction
855-HOW-TO-QUIT-(OPIOIDS)
Agency: SERVICEPLAN GERMANY / Munich
Client: Anzen Health Category: Out of Home / Series
The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Community Building
Adoptable. By PEDIGREE.
Agency: Colenso BBDO / Auckland + Nexus Studios / London + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland
Client: Mars NZ Category: Innovation / Use of Media in Creative Use of Data
SIGHTWALKS
Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client: UNACEM - Cemento Sol Category: Experiential & Installations / Experiential & Immersive
Pub Museums
Agency: LePub / Milan + Publicis / Dublin
Client: Heineken Category: Experiential & Installations / Experiential & Immersive
Winning Isn't for Everyone
Agency: Wieden+Kennedy / Portland + Nike / Beaverton
Client: Nike Category: TV, VOD, & Online / 61-90 Seconds - Single
Not Just Stockholm Film Festival
Agency: Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client: Stockholm International Film Festival Category: Low Budget
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Radio & Audio
Moments
Agency: Stendahls / Gothenburg + New Land / Stockholm
Client: Volvo Cars Category: Cinematography / Single
Reprinting Nica
Agency: Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client: La Prensa Newspaper Category: Newspaper / Single
Never Just A Period
Agency: AMVBBDO / London + Framestore / London + Tenthree / London + Smuggler / London
Client: Essity /Bodyform Category: Film & Video
The Last Barf Bag
Agency: FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client: Dramamine Category: Film & Video
IMPOSSIBLE JOURNEY
Agency: Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client: ASTER Category: Film & Video
Hey Jude
Agency: Johannes Leonardo / New York + Spindle / London + Blacksmith / New York + Barking Owl / New York
Client: adidas Category: Use of Licensed Music
Icons
Agency: Weber Shandwick / Los Angeles + VERB / New York + DKC / New York + Hogwash / New York
Client: Airbnb Category: Creative Effectiveness / Tourism / Travel / Transportation
Lap of Legends
Agency: FCB / New York + AB InBev - Michelob Ultra
Client: AB InBev / Michelob ULTRA Category: Events / Hybrid
Magnificent
Agency: The Nine / Shanghai
Client: Yotkan Ancient City in Xinjiang, China Category: Craft / Photography
Football is for Food
Agency: Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client: Uber Eats Category: Brand Partnerships
What the fast!
Agency: Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client: Krungsri Frist Choice Category: Low Budget
Windows
Agency: Uncommon Creative Studio / London + British Airways / London
Client: British Airways Category: Billboards & Transit / Series
Recycle Me
Agency: Ogilvy / New York
Client: The Coca-Cola Company Category: Billboards & Transit / Series
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
Animal Alerts
Agency: SERVICEPLAN GERMANY / Munich + L&C / New York
Client: PetPace Ltd. Category: Creative Use of Data
Casket Cooler
Agency: YETI / Austin + Liquid Death / Los Angeles
Client: YETI x Liquid Death Category: Brand Partnerships
Rice of Glory
Agency: Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client: Super Extra Category: Commerce
Award:
2025 Print & Promotional Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Product Packaging
Annual ID:
OS25_PT003G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Experiential / In-person
Annual ID:
OS25_CT002G
Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Squarespace + Biscuit Filmworks + Work Editorial + Kevin
Client:
Squarespace
Title:
A Tale As Old As Websites
Category:
Film & Video
Annual ID:
OS25_BS002G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM003G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Bear Meets Eagle On Fire / Sydney + +61 / Sydney + Revolver / Sydney + Rumble Studios / Sydney
Client:
Telstra
Title:
Better On a Better Mobile Network
Category:
Animation / Series
Annual ID:
OS25_MI006G
Award:
2025 Design Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Design for Good
Annual ID:
OS25_DE007G
Award:
2025 Direct Marketing Gold Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Innovation / New Ideas in Direct Marketing
Annual ID:
OS25_DM011G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Submerged
Category:
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID:
OS25_BE004G
Award:
2025 Moving Image Craft & Production Gold Pencil
Agency:
Ogilvy Canada / Toronto
Client:
Dove
Title:
Most Likely To
Category:
Direction / Single
Annual ID:
OS25_MI001G
Award:
2025 Print & Promotional Gold Pencil
Agency:
DM9 / Sao Paulo
Client:
Consul Appliances
Title:
Consul Clean Sponsorship
Category:
Physical Products & Apparel
Annual ID:
OS25_PT002G
Award:
2025 Film & Video Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
Use of Drama
Annual ID:
OS25_FI005G
Award:
2025 Design Gold Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Moving Image / Single
Annual ID:
OS25_DE004G
Award:
2025 Out of Home Gold Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Art Direction
Annual ID:
OS25_OH009G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG001G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG002G
Award:
2025 Integrated / Omnichannel Gold Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS25_IG003G
Award:
2025 Creative Use of Technology Gold Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Innovation / New Ideas in Technology
Annual ID:
OS25_CT005G
Award:
2025 Branded Entertainment Gold Pencil
Agency:
Klick Health / Toronto + Canja Audio Culture + Zombie Studio
Client:
Café Joyeux
Title:
47
Category:
Craft / Art Direction
Annual ID:
OS25_BE007G
Award:
2025 Design Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Anzen Health
Title:
855-HOW-TO-QUIT-(OPIOIDS)
Category:
Out of Home / Series
Annual ID:
OS25_DE002G
Award:
2025 Public Relations Gold Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Community Building
Annual ID:
OS25_PR002G
Award:
2025 Creative Use of Data Gold Pencil
Agency:
Colenso BBDO / Auckland + Nexus Studios / London + EssenceMediacom / Auckland + GRC Partners + Porter Novelli / Auckland
Client:
Mars NZ
Title:
Adoptable. By PEDIGREE.
Category:
Innovation / Use of Media in Creative Use of Data
Annual ID:
OS25_CU005G
Award:
2025 Out of Home Gold Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS25_OH004G
Award:
2025 Out of Home Gold Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Experiential & Installations / Experiential & Immersive
Annual ID:
OS25_OH005G
Award:
2025 Film & Video Gold Pencil
Agency:
Wieden+Kennedy / Portland + Nike / Beaverton
Client:
Nike
Title:
Winning Isn't for Everyone
Category:
TV, VOD, & Online / 61-90 Seconds - Single
Annual ID:
OS25_FI001G
Award:
2025 Branded Entertainment Silver Pencil
Agency:
Rocket—Science / Geelmuyden Keise / Stockholm + Geelmuyden Kiese / Stockholm + BleckOut / Stockholm + Gangsters / Stockholm
Client:
Stockholm International Film Festival
Title:
Not Just Stockholm Film Festival
Category:
Low Budget
Annual ID:
OS25_BE016S
Award:
2025 Pharma Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Radio & Audio
Annual ID:
OS25_PH005S
Award:
2025 Social Media Silver Pencil
Agency:
DM9 / Sao Paulo
Client:
Burger King
Title:
The Whopper Island
Category:
Stunts & Activations
Annual ID:
OS25_SM014S
Award:
2025 Moving Image Craft & Production Silver Pencil
Agency:
Stendahls / Gothenburg + New Land / Stockholm
Client:
Volvo Cars
Title:
Moments
Category:
Cinematography / Single
Annual ID:
OS25_MI020S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Havas Costa Rica / Heredia + BETC HAVAS / Sao Paulo
Client:
La Prensa Newspaper
Title:
Reprinting Nica
Category:
Newspaper / Single
Annual ID:
OS25_PT007S
Award:
2025 Health & Wellness Silver Pencil
Agency:
AMVBBDO / London + Framestore / London + Tenthree / London + Smuggler / London
Client:
Essity /Bodyform
Title:
Never Just A Period
Category:
Film & Video
Annual ID:
OS25_HW011S
Award:
2025 Health & Wellness Silver Pencil
Agency:
FCB / Chicago + Rakish / Los Angeles + 456 Studios / Chicago
Client:
Dramamine
Title:
The Last Barf Bag
Category:
Film & Video
Annual ID:
OS25_HW012S
Award:
2025 Health & Wellness Silver Pencil
Agency:
Area 23, an IPG Health Company / New York + The Youth / Curitiba
Client:
ASTER
Title:
IMPOSSIBLE JOURNEY
Category:
Film & Video
Annual ID:
OS25_HW013S
Award:
2025 Music & Sound Craft Silver Pencil
Agency:
Johannes Leonardo / New York + Spindle / London + Blacksmith / New York + Barking Owl / New York
Client:
adidas
Title:
Hey Jude
Category:
Use of Licensed Music
Annual ID:
OS25_MS008S
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 Experiential & Immersive Silver Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Events / Hybrid
Annual ID:
OS25_EX008S
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 Direct Marketing Silver Pencil
Agency:
Special US / Los Angeles + Uber Eats / San Francisco + O Positive / Los Angeles
Client:
Uber Eats
Title:
Football is for Food
Category:
Brand Partnerships
Annual ID:
OS25_DM023S
Award:
2025 Film & Video Silver Pencil
Agency:
Leo Thailand / Bangkok + Krungsri First Choice / Bangkok + FACTORY01 Co.,Ltd. / Bangkok
Client:
Krungsri Frist Choice
Title:
What the fast!
Category:
Low Budget
Annual ID:
OS25_FI012S
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 Out of Home Silver Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Billboards & Transit / Series
Annual ID:
OS25_OH014S
Award:
2025 Cultural Driver Silver Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Multicultural Impact
Annual ID:
OS25_CD004S
Award:
2025 Design Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Packaging / Mass-market
Annual ID:
OS25_DE014S
Award:
2025 Interactive, Online & Mobile Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_IN014S
Award:
2025 Health & Wellness Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich + L&C / New York
Client:
PetPace Ltd.
Title:
Animal Alerts
Category:
Creative Use of Data
Annual ID:
OS25_HW010S
Award:
2025 Brand-Side / In-House Silver Pencil
Agency:
YETI / Austin + Liquid Death / Los Angeles
Client:
YETI x Liquid Death
Title:
Casket Cooler
Category:
Brand Partnerships
Annual ID:
OS25_BS012S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Ogilvy / New York
Client:
The Coca-Cola Company
Title:
Recycle Me
Category:
Craft / Art Direction
Annual ID:
OS25_PT012S
Award:
2025 Print & Promotional Silver Pencil
Agency:
Leo / Dubai
Client:
NBA India
Title:
The Great Indian Dunk
Category:
Craft / Art Direction
Annual ID:
OS25_PT013S
Award:
2025 Print & Promotional Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Craft / Art Direction
Annual ID:
OS25_PT014S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Commerce
Annual ID:
OS25_EX010S
Award:
2025 Experiential & Immersive Silver Pencil
Agency:
Grey / Buenos Aires + Maruri / Guayaquil + Grey Brasil / São Paulo
Client:
Super Extra
Title:
Rice of Glory
Category:
Commerce
Annual ID:
OS25_EX011S