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
Megan Thee [____]
Agency: Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client: Amazon Category: Branded Content
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Innovation / New Ideas in Design
Yoga Village
Agency: TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client: adidas China Category: Craft / Photography
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Promotional / Integrated Digital & Physical Product
Lidl Jacket
Agency: Droga5 / London + Lidl GB + OMD UK + The Romans
Client: Lidl GB Category: Use of Humor
Following Wildfire
Agency: Dentsu Creative Canada / Toronto + tentree / Vancouver
Client: tentree Category: Social Media
Obey Your Hands.
Agency: HeimatTBWA\ Germany
Client: HORNBACH Baumarkt AG Category: Special / Practical Effects / Single
U up?
Agency: Rethink / Toronto + IKEA
Client: IKEA Category: Innovation / Use of Media in Social Media
IKEA Hidden Tags
Agency: Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client: IKEA Category: Non-traditional & Guerrilla Marketing
Lidlize
Agency: Marcel / Paris + Lidl / Paris
Client: Lidl Category: Digital & Online / Websites & Mobile
Audience Delivery
Agency: DM9 / Sao Paulo
Client: iFood Category: Digital & Online / Websites & Mobile
Obey Your Hands.
Agency: HeimatTBWA\ Germany + Tony Petersen Film / Berlin + Revolver / Sydney
Client: HORNBACH Baumarkt AG Category: Direction / Single
Amazon Brand Architecture
Agency: Amazon XCM + Koto
Client: Amazon Category: Brand Identity / System
Icons
Agency: BBH / London + Rare / London + Wellcom / London
Client: Tesco Category: Out of Home / Series
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Sustainable Development Goals
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Green Pencil
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Data Visualization / Static
The Square Meter
Agency: HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Production Design
Snoop Goes Smokeless
Agency: The Martin Agency + Even/Odd / Los Angeles, CA, USA
Client: Solo Stove Category: Influencer Marketing / Use of Celebrity
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Innovation / Use of Media in Integrated / Omnichannel
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Brand Partnerships
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Design for Good
Freedom Comes in all sizes
Agency: GUT / Buenos Aires + Mercado Libre / Buenos Aires + Rebolucion / Buenos Aires + BAMBA / Buenos Aires
Client: Mercado Libre Category: Customer Experience / CX
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Product Packaging
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: P.O.P. & In-Store / Series
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Integrated / Omnichannel Campaign
The Square Meter
Agency: HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Moving Image / Single
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Brand Partnerships
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Out of Home / P.O.P. & In-Store
Boonthavorn Live Our Way
Agency: VML / Bangkok + Suneta House / Bangkok + Boonthavorn / Bangkok
Client: Boonthavorn Category: Use of Drama
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Brand Partnerships
The Air drummer
Agency: Wolf BKK / Bangkok + Happy Ending Film / Bangkok
Client: Robinson Department Store Category: Cinema Advertising
It's All a Little Confusing
Agency: DAVID / Madrid + Blur / Madrid + Pickle Music / Madrid
Client: Burger King Category: Craft / Writing - Series
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Packaging / Sustainable
Smart Plants
Agency: McCann London + McCann Health London, an IPG Health Company / London + Craft London + Weber Shandwick / London
Client: Plant Drop Category: Data Visualization / Static
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Innovation / Use of Media in Social Media
Trending 2 Table
Agency: FCB Canada / Toronto + Voilà / Toronto
Client: Voila Category: Innovation / Use of Media in Social Media
The Square Meter
Agency: HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client: HORNBACH Baumarkt AG Category: Craft / Art Direction
LIFE EXTENDING STICKERS
Agency: VML Colombia / Bogotá + Grey Colombia / Bogotá
Client: MAKRO COLOMBIA Category: Innovation / Execution in Out of Home
I'm Dying Inside
Agency: FINCH / Sydney + Howatson+Company / Sydney + Mosaic Music and Sound / Surry Hills
Client: Modibodi Category: Short Form Video / Series / Episodic
Redesigning for E-nclusion
Agency: Fahrenheit DDB / Lima + Quechua Films / Lima
Client: Plaza Vea Category: Commerce
Snapper: The Perfect Tree
Agency: Saatchi & Saatchi London / London
Client: John Lewis Category: Original Music / Score - Short Form
Next to Stok'd
Agency: Angry Butterfly / Toronto + Nimble / Toronto
Client: Stok'd Category: Integrated / Omnichannel Campaign
RomCommerce
Agency: Fallon + Digitas + Publicis NY + the community + Contender
Client: Walmart Category: Commerce
The Air drummer
Agency: Wolf BKK / Bangkok + Happy Ending Film / Bangkok
Client: Robinson Department Store Category: Use of Humor
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Megan Thee Stallion + The Den Editorial + Radical Media
Client:
Amazon
Title:
Megan Thee [____]
Category:
Branded Content
Annual ID:
OS25_BS031M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Innovation / New Ideas in Design
Annual ID:
OS25_DE148M
Award:
2025 Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital Design
Annual ID:
OS25_DE092M
Award:
2025 Design Merit Award
Agency:
TBWA\Group China / Shanghai + Shanghai SHIBEI Media Co.,Ltd. / Shanghai
Client:
adidas China
Title:
Yoga Village
Category:
Craft / Photography
Annual ID:
OS25_DE139M
Award:
2025 IP & Product Design Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Promotional / Integrated Digital & Physical Product
Annual ID:
OS25_IP013M
Award:
2025 Out of Home Merit Award
Agency:
Droga5 / London + Lidl GB + OMD UK + The Romans
Client:
Lidl GB
Title:
Lidl Jacket
Category:
Use of Humor
Annual ID:
OS25_OH091M
Award:
2025 Creative Use of Data Merit Award
Agency:
Dentsu Creative Canada / Toronto + tentree / Vancouver
Client:
tentree
Title:
Following Wildfire
Category:
Social Media
Annual ID:
OS25_CU025M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Special / Practical Effects / Single
Annual ID:
OS25_MI103M
Award:
2025 Social Media Merit Award
Agency:
Rethink / Toronto + IKEA
Client:
IKEA
Title:
U up?
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS25_SM096M
Award:
2025 Direct Marketing Merit Award
Agency:
Uzina / Lisbon + Playground / Lisbon + Mute Sound Design / Lisbon
Client:
IKEA
Title:
IKEA Hidden Tags
Category:
Non-traditional & Guerrilla Marketing
Annual ID:
OS25_DM077M
Award:
2025 Brand-Side / In-House Merit Award
Agency:
Amazon XCM + Caviar
Client:
Amazon
Title:
5-Star Theater with Adam Driver
Category:
Film & Video
Annual ID:
OS25_BS034M
Award:
2025 Direct Marketing Merit Award
Agency:
Marcel / Paris + Lidl / Paris
Client:
Lidl
Title:
Lidlize
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM061M
Award:
2025 Direct Marketing Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Digital & Online / Websites & Mobile
Annual ID:
OS25_DM062M
Award:
2025 Moving Image Craft & Production Merit Award
Agency:
HeimatTBWA\ Germany + Tony Petersen Film / Berlin + Revolver / Sydney
Client:
HORNBACH Baumarkt AG
Title:
Obey Your Hands.
Category:
Direction / Single
Annual ID:
OS25_MI060M
Award:
2025 Design Merit Award
Agency:
Amazon XCM + Koto
Client:
Amazon
Title:
Amazon Brand Architecture
Category:
Brand Identity / System
Annual ID:
OS25_DE051M
Award:
2025 Experiential & Immersive Merit Award
Agency:
DM9 / Sao Paulo
Client:
iFood
Title:
Audience Delivery
Category:
Events / Virtual
Annual ID:
OS25_EX036M
Award:
2025 Design Merit Award
Agency:
BBH / London + Rare / London + Wellcom / London
Client:
Tesco
Title:
Icons
Category:
Out of Home / Series
Annual ID:
OS25_DE106M
Award:
2025 Direct Marketing Merit Award
Agency:
Edelman Canada / Toronto
Client:
IKEA Canada
Title:
SHT
Category:
Direct Marketing for Good
Annual ID:
OS25_DM094M
Award:
2024 Sustainable Development Goals Pencil SDG Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Sustainable Development Goals
Annual ID:
OS24_SD001D
Award:
2024 Green Pencil Green Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Green Pencil
Annual ID:
OS24_GP001E
Award:
2024 Creative Use of Data Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Data Visualization / Static
Annual ID:
OS24_CU002G
Award:
2024 Moving Image Craft & Production Gold Pencil
Agency:
HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The Square Meter
Category:
Production Design
Annual ID:
OS24_MI011G
Award:
2024 Social Media Gold Pencil
Agency:
The Martin Agency + Even/Odd / Los Angeles, CA, USA
Client:
Solo Stove
Title:
Snoop Goes Smokeless
Category:
Influencer Marketing / Use of Celebrity
Annual ID:
OS24_SM007G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Innovation / Use of Media in Integrated / Omnichannel
Annual ID:
OS24_IG009G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Brand Partnerships
Annual ID:
OS24_IG006G
Award:
2024 Design Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Design for Good
Annual ID:
OS24_DE010G
Award:
2024 Integrated / Omnichannel Gold Pencil
Agency:
GUT / Buenos Aires + Mercado Libre / Buenos Aires + Rebolucion / Buenos Aires + BAMBA / Buenos Aires
Client:
Mercado Libre
Title:
Freedom Comes in all sizes
Category:
Customer Experience / CX
Annual ID:
OS24_IG003G
Award:
2024 Direct Marketing Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Product Packaging
Annual ID:
OS24_DM002G
Award:
2024 Out of Home Gold Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
P.O.P. & In-Store / Series
Annual ID:
OS24_OH002G
Award:
2024 Integrated / Omnichannel Silver Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_IG010S
Award:
2024 Design Silver Pencil
Agency:
HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The Square Meter
Category:
Moving Image / Single
Annual ID:
OS24_DE023S
Award:
2024 Direct Marketing Silver Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Brand Partnerships
Annual ID:
OS24_DM026S
Award:
2024 Direct Marketing Silver Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Out of Home / P.O.P. & In-Store
Annual ID:
OS24_DM014S
Award:
2024 Film & Video Silver Pencil
Agency:
VML / Bangkok + Suneta House / Bangkok + Boonthavorn / Bangkok
Client:
Boonthavorn
Title:
Boonthavorn Live Our Way
Category:
Use of Drama
Annual ID:
OS24_FI022S
Award:
2024 Social Media Silver Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Brand Partnerships
Annual ID:
OS24_SM022S
Award:
2024 Film & Video Silver Pencil
Agency:
Wolf BKK / Bangkok + Happy Ending Film / Bangkok
Client:
Robinson Department Store
Title:
The Air drummer
Category:
Cinema Advertising
Annual ID:
OS24_FI015S
Award:
2024 Radio & Audio-First Silver Pencil
Agency:
DAVID / Madrid + Blur / Madrid + Pickle Music / Madrid
Client:
Burger King
Title:
It's All a Little Confusing
Category:
Craft / Writing - Series
Annual ID:
OS24_RA005S
Award:
2024 Design Bronze Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Packaging / Sustainable
Annual ID:
OS24_DE036B
Award:
2024 Creative Use of Data Bronze Pencil
Agency:
McCann London + McCann Health London, an IPG Health Company / London + Craft London + Weber Shandwick / London
Client:
Plant Drop
Title:
Smart Plants
Category:
Data Visualization / Static
Annual ID:
OS24_CU007B
Award:
2024 Social Media Bronze Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM042B
Award:
2024 Social Media Bronze Pencil
Agency:
FCB Canada / Toronto + Voilà / Toronto
Client:
Voila
Title:
Trending 2 Table
Category:
Innovation / Use of Media in Social Media
Annual ID:
OS24_SM043B
Award:
2024 Design Bronze Pencil
Agency:
HeimatTBWA\ Germany + Revolver / Sydney + Tony Petersen Film GmbH / Berlin
Client:
HORNBACH Baumarkt AG
Title:
The Square Meter
Category:
Craft / Art Direction
Annual ID:
OS24_DE048B
Award:
2024 Out of Home Bronze Pencil
Agency:
VML Colombia / Bogotá + Grey Colombia / Bogotá
Client:
MAKRO COLOMBIA
Title:
LIFE EXTENDING STICKERS
Category:
Innovation / Execution in Out of Home
Annual ID:
OS24_OH046B
Award:
2024 Branded Entertainment Bronze Pencil
Agency:
FINCH / Sydney + Howatson+Company / Sydney + Mosaic Music and Sound / Surry Hills
Client:
Modibodi
Title:
I'm Dying Inside
Category:
Short Form Video / Series / Episodic
Annual ID:
OS24_BE022B
Award:
2024 Experiential & Immersive Bronze Pencil
Agency:
Fahrenheit DDB / Lima + Quechua Films / Lima
Client:
Plaza Vea
Title:
Redesigning for E-nclusion
Category:
Commerce
Annual ID:
OS24_EX034B
Award:
2024 Music & Sound Craft Bronze Pencil
Agency:
Saatchi & Saatchi London / London
Client:
John Lewis
Title:
Snapper: The Perfect Tree
Category:
Original Music / Score - Short Form
Annual ID:
OS24_MS016B
Award:
2024 Direct Marketing Bronze Pencil
Agency:
Angry Butterfly / Toronto + Nimble / Toronto
Client:
Stok'd
Title:
Next to Stok'd
Category:
Integrated / Omnichannel Campaign
Annual ID:
OS24_DM041B
Award:
2024 Social Media Bronze Pencil
Agency:
Fallon + Digitas + Publicis NY + the community + Contender
Client:
Walmart
Title:
RomCommerce
Category:
Commerce
Annual ID:
OS24_SM038B
Award:
2024 Social Media Bronze Pencil
Agency:
FCB Canada / Toronto + Voilà / Toronto
Client:
Voila
Title:
Trending 2 Table
Category:
Commerce
Annual ID:
OS24_SM039B
Award:
2024 Branded Entertainment Bronze Pencil
Agency:
Wolf BKK / Bangkok + Happy Ending Film / Bangkok
Client:
Robinson Department Store
Title:
The Air drummer
Category:
Use of Humor
Annual ID:
OS24_BE030B