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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Award
Agency
Client
Title
Category
Annual ID
The Heart Surgeon’s Cookbook
Agency: Forsman & Bodenfors / Gothenburg + F&B Studios / Gothenburg
Client: Getinge Category: Innovation / New Ideas in Pharma
The Peeing People
Agency: VML / Milan + Hogarth Spain / Madrid + Racoon Studios / Milan
Client: Merck Category: Out of Home
A Beautiful Sight
Agency: Grey Health NY / New York + Roof Studio / New York
Client: VABYSMO - Genentech Category: Film & Video
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Products for Good
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Innovation / New Ideas in Health & Wellness
Airquity
Agency: Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client: EarSwitch Category: Innovation / New Ideas in IP & Product Design
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Storytelling
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Craft / Use of Sound
The Balancing Act
Agency: VML UK / London + La Boutique 77 / Madrid
Client: AstraZeneca Category: Craft / Art Direction
Welcome to Melbourne
Agency: TBWA\Melbourne / Melbourne + Specsavers ANZ / Melbourne + Initiative / Melbourne + Health Haus Communications / Melbourne
Client: Specsavers Category: Use of Humor
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Experiential & Immersive
Magnetic Stories
Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client: Siemens Healthineers Category: Innovation / New Ideas in Radio & Audio
Voice 2 Diabetes
Agency: Klick Health / Toronto
Client: KVI Brave Fund INC Category: Creative Use of Data
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Best of Experiential & Immersive
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Best of Pharma
EVERYTHING THEY DIDN’T TELL YOU
Agency: Area 23, an IPG Health Company / New York + Black Women for Wellness / Los Angeles
Client: Black Women for Wellness LA Category: Fusion Pencil
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Online & Mobile
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Immersive Spaces
Paper Organs
Agency: Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
Client: Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center Category: Products for Good
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Craft / Use of Technology
The Most Beautiful Sound
Agency: Grey Health NY
Client: American Society of Clinical Oncology (ASCO) Category: Radio & Audio
Dogs Without Borders
Agency: VML / New York + VML / Madrid + VML / São Paulo
Client: SFBO (Sociedade Franco Brasileira de Oncología) Category: Multicultural Impact
Dogs Without Borders
Agency: VML / New York + VML / Madrid + Digital 21 / São Paulo + My Props Factory / Rio de Janeiro
Client: SFBO (French-Brazilian Society of Oncology) Category: Innovation / New Ideas in Pharma
The Most Beautiful Sound
Agency: Grey Health NY
Client: American Society of Clinical Oncology (ASCO) Category: Creative Use of Data
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Social Media
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Innovation / Use of Media in Social Media
Healing the Healers: Ask a Doctor
Agency: Havas Lynx / Manchester
Client: Doctors in Distress Category: Film
The Most Beautiful Sound
Agency: Grey Health NY
Client: American Society of Clinical Oncology (ASCO) Category: Innovation / Execution in Pharma
Solo: There's Magic in All of Us
Agency: Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client: Montefiore Einstein Category: Casting
Ashe Versus
Agency: TBWA\Health Collective + The Youth + Satelite Audio + Colossal
Client: Moderna Category: Craft / Art Direction
Inequality You Can't Ignore
Agency: Eversana Intouch / New York + Chrysalis Initiative / Philadelphia + Ritmika Audio Arts / São Paulo + Dalmatian Cow / Los Angeles
Client: The Chrysalis Initiative Category: Craft / Art Direction
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Innovation / New Ideas in Health & Wellness
Waiting to Live
Agency: VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client: NHS Blood & Transplant Category: Innovation / New Ideas in Public Relations
Waiting to Live
Agency: VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client: NHS Blood & Transplant Category: Out of Home
The Misheard Version
Agency: Golin + Manning Gottlieb OMD / London, UK + Tangerine
Client: Specsavers Category: Public Relations
DiagnostiCookies
Agency: Horaios / São Paulo + VML / New York + BCW / New York
Client: Horaios Dermatology Clinic Category: Promotional Items
Solo: There's Magic in All of Us
Agency: Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client: Montefiore Einstein Category: Film
Bed Test
Agency: Leo Burnett Chicago / Chicago + Visionworks / San Antonio + PXP Studios / Chicago
Client: Visionworks Category: Innovation / Use of Media in Film
Working with Cancer Pledge
Agency: Publicis Groupe / New York + Le Truc / New York + Publicis Conseil / Paris + Saatchi & Saatchi Health / New York
Client: Memorial Sloan Kettering Cancer Center + Working with Cancer Category: Creative Effectiveness / Non-Profit / Charity
The Sweet Truth
Agency: Brand David Communications / Mumbai
Client: Colgate Palmolive India Category: Film & Video for Good
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Innovation / Use of Media in Pharma
Trucss
Agency: Africa Creative / São Paulo + Trucss / São Paulo + Mosaico Filmes / São Paulo + Mission Music / São Paulo
Client: Trucss Category: Products for Good
Scrolling Therapy
Agency: Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client: Eurofarma Category: Craft / Use of Technology
Toxic Portraits
Agency: Area 23, an IPG Health Company / New York
Client: Horizon Therapeutics Category: Craft / Art Direction
Ashe Versus
Agency: TBWA\Health Collective + The Youth + Satelite Audio + Colossal
Client: Moderna Category: Film
Paper Organs
Agency: Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
Client: Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center Category: Physical Products
The DiversiTree Project
Agency: Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client: Bayer Consumer Health / Claritin Category: Non-traditional & Guerrilla Marketing
Award:
2025 Pharma Merit Award
Agency:
Forsman & Bodenfors / Gothenburg + F&B Studios / Gothenburg
Client:
Getinge
Title:
The Heart Surgeon’s Cookbook
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS25_PH019M
Award:
2025 Pharma Merit Award
Agency:
VML / Milan + Hogarth Spain / Madrid + Racoon Studios / Milan
Client:
Merck
Title:
The Peeing People
Category:
Out of Home
Annual ID:
OS25_PH014M
Award:
2025 Pharma Merit Award
Agency:
VML / Chicago
Client:
Abbott / Libre
Title:
Above the Bias
Category:
Film & Video
Annual ID:
OS25_PH011M
Award:
2025 Pharma Merit Award
Agency:
Grey Health NY / New York + Roof Studio / New York
Client:
VABYSMO - Genentech
Title:
A Beautiful Sight
Category:
Film & Video
Annual ID:
OS25_PH013M
Award:
2025 IP & Product Design Merit Award
Agency:
Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client:
EarSwitch
Title:
Airquity
Category:
Products for Good
Annual ID:
OS25_IP020M
Award:
2025 Health & Wellness Merit Award
Agency:
Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client:
EarSwitch
Title:
Airquity
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS25_HW079M
Award:
2025 IP & Product Design Merit Award
Agency:
Havas Lynx / Manchester + Prose on Pixels / Manchester + EarSwitch / Manchester + Realise Design / Bristol
Client:
EarSwitch
Title:
Airquity
Category:
Innovation / New Ideas in IP & Product Design
Annual ID:
OS25_IP027M
Award:
2025 Creative Use of Data Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Storytelling
Annual ID:
OS25_CU023M
Award:
2025 Experiential & Immersive Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Craft / Use of Sound
Annual ID:
OS25_EX079M
Award:
2025 Pharma Merit Award
Agency:
VML UK / London + La Boutique 77 / Madrid
Client:
AstraZeneca
Title:
The Balancing Act
Category:
Craft / Art Direction
Annual ID:
OS25_PH017M
Award:
2025 Out of Home Merit Award
Agency:
TBWA\Melbourne / Melbourne + Specsavers ANZ / Melbourne + Initiative / Melbourne + Health Haus Communications / Melbourne
Client:
Specsavers
Title:
Welcome to Melbourne
Category:
Use of Humor
Annual ID:
OS25_OH092M
Award:
2025 Creative Use of Data Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Experiential & Immersive
Annual ID:
OS25_CU027M
Award:
2025 Radio & Audio-First Merit Award
Agency:
Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw
Client:
Siemens Healthineers
Title:
Magnetic Stories
Category:
Innovation / New Ideas in Radio & Audio
Annual ID:
OS25_RA044M
Award:
2025 Creative Use of Data Merit Award
Agency:
FCB New Zealand
Client:
Green Cross Health
Title:
Awkboards
Category:
Brand Partnerships
Annual ID:
OS25_CU044M
Award:
2025 Creative Use of AI Merit Award
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Creative Use of Data
Annual ID:
OS25_AI013M
Award:
2024 Experiential & Immersive Best of Discipline Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Best of Experiential & Immersive
Annual ID:
OS24_EX000G
Award:
2024 Pharma Best of Discipline Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Best of Pharma
Annual ID:
OS24_PH000G
Award:
2024 Fusion Pencil Fusion Pencil
Agency:
Area 23, an IPG Health Company / New York + Black Women for Wellness / Los Angeles
Client:
Black Women for Wellness LA
Title:
EVERYTHING THEY DIDN’T TELL YOU
Category:
Fusion Pencil
Annual ID:
OS24_FP002F
Award:
2024 Pharma Gold Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Online & Mobile
Annual ID:
OS24_PH001G
Award:
2024 Experiential & Immersive Gold Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Immersive Spaces
Annual ID:
OS24_EX001G
Award:
2024 IP & Product Design Gold Pencil
Agency:
Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
Client:
Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
Title:
Paper Organs
Category:
Products for Good
Annual ID:
OS24_IP003G
Award:
2024 Pharma Gold Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Craft / Use of Technology
Annual ID:
OS24_PH004G
Award:
2024 Pharma Gold Pencil
Agency:
Grey Health NY
Client:
American Society of Clinical Oncology (ASCO)
Title:
The Most Beautiful Sound
Category:
Radio & Audio
Annual ID:
OS24_PH003G
Award:
2024 Cultural Driver Gold Pencil
Agency:
VML / New York + VML / Madrid + VML / São Paulo
Client:
SFBO (Sociedade Franco Brasileira de Oncología)
Title:
Dogs Without Borders
Category:
Multicultural Impact
Annual ID:
OS24_CD004G
Award:
2024 Pharma Gold Pencil
Agency:
VML / New York + VML / Madrid + Digital 21 / São Paulo + My Props Factory / Rio de Janeiro
Client:
SFBO (French-Brazilian Society of Oncology)
Title:
Dogs Without Borders
Category:
Innovation / New Ideas in Pharma
Annual ID:
OS24_PH005G
Award:
2024 Pharma Gold Pencil
Agency:
Grey Health NY
Client:
American Society of Clinical Oncology (ASCO)
Title:
The Most Beautiful Sound
Category:
Creative Use of Data
Annual ID:
OS24_PH002G
Award:
2024 Pharma Silver Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Social Media
Annual ID:
OS24_PH007S
Award:
2024 Social Media Silver Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM023S
Award:
2024 Health & Wellness Silver Pencil
Agency:
Havas Lynx / Manchester
Client:
Doctors in Distress
Title:
Healing the Healers: Ask a Doctor
Category:
Film
Annual ID:
OS24_HW011S
Award:
2024 Pharma Silver Pencil
Agency:
Grey Health NY
Client:
American Society of Clinical Oncology (ASCO)
Title:
The Most Beautiful Sound
Category:
Innovation / Execution in Pharma
Annual ID:
OS24_PH012S
Award:
2024 Moving Image Craft & Production Silver Pencil
Agency:
Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client:
Montefiore Einstein
Title:
Solo: There's Magic in All of Us
Category:
Casting
Annual ID:
OS24_MI027S
Award:
2024 Pharma Silver Pencil
Agency:
TBWA\Health Collective + The Youth + Satelite Audio + Colossal
Client:
Moderna
Title:
Ashe Versus
Category:
Craft / Art Direction
Annual ID:
OS24_PH010S
Award:
2024 Pharma Silver Pencil
Agency:
Eversana Intouch / New York + Chrysalis Initiative / Philadelphia + Ritmika Audio Arts / São Paulo + Dalmatian Cow / Los Angeles
Client:
The Chrysalis Initiative
Title:
Inequality You Can't Ignore
Category:
Craft / Art Direction
Annual ID:
OS24_PH011S
Award:
2024 Health & Wellness Silver Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Innovation / New Ideas in Health & Wellness
Annual ID:
OS24_HW018S
Award:
2024 Public Relations Silver Pencil
Agency:
VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client:
NHS Blood & Transplant
Title:
Waiting to Live
Category:
Innovation / New Ideas in Public Relations
Annual ID:
OS24_PR021S
Award:
2024 Pharma Silver Pencil
Agency:
VML UK / London + NHS Blood and Transplant / Bristol + Wavemaker / London + BCW / London
Client:
NHS Blood & Transplant
Title:
Waiting to Live
Category:
Out of Home
Annual ID:
OS24_PH008S
Award:
2024 Health & Wellness Silver Pencil
Agency:
Golin + Manning Gottlieb OMD / London, UK + Tangerine
Client:
Specsavers
Title:
The Misheard Version
Category:
Public Relations
Annual ID:
OS24_HW014S
Award:
2024 Pharma Silver Pencil
Agency:
Horaios / São Paulo + VML / New York + BCW / New York
Client:
Horaios Dermatology Clinic
Title:
DiagnostiCookies
Category:
Promotional Items
Annual ID:
OS24_PH006S
Award:
2024 Branded Entertainment Bronze Pencil
Agency:
The Monkeys Aotearoa / Auckland
Client:
ASB
Title:
Bagels by BENEE
Category:
Music Videos
Annual ID:
OS24_BE025B
Award:
2024 Health & Wellness Bronze Pencil
Agency:
Alto New York + Montefiore Einstein / Bronx + SMUGGLER / New York
Client:
Montefiore Einstein
Title:
Solo: There's Magic in All of Us
Category:
Film
Annual ID:
OS24_HW024B
Award:
2024 Film & Video Bronze Pencil
Agency:
Leo Burnett Chicago / Chicago + Visionworks / San Antonio + PXP Studios / Chicago
Client:
Visionworks
Title:
Bed Test
Category:
Innovation / Use of Media in Film
Annual ID:
OS24_FI039B
Award:
2024 Creative Effectiveness Bronze Pencil
Agency:
Publicis Groupe / New York + Le Truc / New York + Publicis Conseil / Paris + Saatchi & Saatchi Health / New York
Client:
Memorial Sloan Kettering Cancer Center + Working with Cancer
Title:
Working with Cancer Pledge
Category:
Creative Effectiveness / Non-Profit / Charity
Annual ID:
OS24_CE013B
Award:
2024 Film & Video Bronze Pencil
Agency:
Brand David Communications / Mumbai
Client:
Colgate Palmolive India
Title:
The Sweet Truth
Category:
Film & Video for Good
Annual ID:
OS24_FI037B
Award:
2024 Pharma Bronze Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Innovation / Use of Media in Pharma
Annual ID:
OS24_PH020B
Award:
2024 IP & Product Design Bronze Pencil
Agency:
Africa Creative / São Paulo + Trucss / São Paulo + Mosaico Filmes / São Paulo + Mission Music / São Paulo
Client:
Trucss
Title:
Trucss
Category:
Products for Good
Annual ID:
OS24_IP014B
Award:
2024 Experiential & Immersive Bronze Pencil
Agency:
Dentsu Creative Argentina + Dentsu Creative Chicago + Dentsu Creative New York
Client:
Eurofarma
Title:
Scrolling Therapy
Category:
Craft / Use of Technology
Annual ID:
OS24_EX040B
Award:
2024 Pharma Bronze Pencil
Agency:
Area 23, an IPG Health Company / New York
Client:
Horizon Therapeutics
Title:
Toxic Portraits
Category:
Craft / Art Direction
Annual ID:
OS24_PH018B
Award:
2024 Pharma Bronze Pencil
Agency:
TBWA\Health Collective + The Youth + Satelite Audio + Colossal
Client:
Moderna
Title:
Ashe Versus
Category:
Film
Annual ID:
OS24_PH016B
Award:
2024 Experiential & Immersive Bronze Pencil
Agency:
Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
Client:
Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
Title:
Paper Organs
Category:
Physical Products
Annual ID:
OS24_EX033B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Energy BBDO / Chicago + CANJA Audio Culture + Coyne PR + twelvenote
Client:
Bayer Consumer Health / Claritin
Title:
The DiversiTree Project
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS24_DM039B