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.

Award

Agency

Client

Title

Category

Annual ID

Spreadbeats Agency: FCB / New York Client: Spotify Category: Best of Show
Child Wedding Cards Agency: IMPACT BBDO / Dubai Client: UN Women Category: Best of Non-Profit
Spreadbeats Agency: FCB / New York Client: Spotify Category: Best of Direct Marketing
Wendy's Enters The Chat Agency: VML / Kansas City + The Wendy's Company / Dublin OH Client: The Wendy's Company Category: Best of Social Media
Other Hand Agency: Goodby Silverstein & Partners Client: Cheetos Category: Best of Integrated / Omnichannel
Spreadbeats Agency: FCB / New York Client: Spotify Category: Best of Creative Use of Data
Move forward. Agency: DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo Client: THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT Category: Best of Design
Voice 2 Diabetes Agency: Klick Health / Toronto Client: KVI Brave Fund INC Category: Best of Pharma
Introducing Immersive Video on Apple Vision Pro Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Best of Experiential & Immersive
PRICE PACKS Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Best of Print & Promotional
Lap of Legends Agency: FCB / New York + AB InBev - Michelob Ultra Client: AB InBev / Michelob ULTRA Category: Best of Creative Use of Technology
SIGHTWALKS Agency: Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima Client: UNACEM - Cemento Sol Category: Best of Health & Wellness
Pub Museums Agency: LePub / Milan + Publicis / Dublin Client: Heineken Category: Best of Cultural Driver
Spreadbeats Agency: FCB / New York Client: Spotify Category: Best of Moving Image Craft & Production
Magnetic Stories Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw Client: Siemens Healthineers Category: Best of Radio & Audio-First
No Smiles Agency: TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo Client: McDonald’s Japan Category: Best of Music & Sound Craft
This is not a game Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City Client: Telefonica Movistar Category: Best of Film & Video
Spreadbeats Agency: FCB / New York Client: Spotify Category: Best of Branded Entertainment
The Everyday Tactician Agency: McCann / London Client: Microsoft / XBOX Category: Best of Public Relations
Michael CeraVe Agency: Ogilvy PR / New York Client: CeraVe Category: Best of Creative Effectiveness
The Heaviest Jersey Agency: LePub / São Paulo Client: New Balance Category: Best of Interactive, Online & Mobile
Transition Body Lotion Agency: Ogilvy / Singapore Client: Vaseline Category: Best of IP & Product Design
Heinz Mustard X Mustard Agency: The Kitchen North America + Cashmere Client: Kraft Heinz Mustard Category: Best of Brand-Side / In-House
Meet Marina Prieto Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid Client: JCDecaux Category: Best of Out of Home
The Everyday Tactician Agency: McCann / London Client: Microsoft / XBOX Category: Best of Gaming
From Beer to Entertainment Agency: FCB / New York + AB InBev - Michelob Ultra Client: AB InBev / Michelob ULTRA Category: Penta Pencil
A Piece of Me Agency: Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam Client: KPN Category: CMO Pencil
The Princess and The Crown Agency: Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo Client: Unilever - Seda (Sunsilk) Category: Fusion Pencil
Rainbow Wool Agency: SERVICEPLAN GERMANY / Munich Client: Schäferei Stücke Category: Fusion Pencil
So Many Dicks Agency: OBERLAND / New York + Office of Development & Design + e.l.f. Beauty Client: e.l.f. Beauty Category: Fusion Pencil
36 Months Agency: 36 Months / Sydney + FINCH / Sydney + Supermassive / Sydney Client: 36 Months Category: Sustainable Development Goals
The Move to -15 Agency: Edelman / London Client: DP World Category: Sustainable Development Goals
Pink Chip Agency: AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco Client: DEGIRO & UN Women NL Category: Sustainable Development Goals
Filter Caps Agency: Ogilvy Colombia / Bogotá Client: Filsa Category: Green Pencil
Creative AI Pioneer Agency: Leilanni Todd / New York Client: Leilanni Todd Category: Creative AI Pioneer / Individual
Brand AI Pioneer Agency: The Coca-Cola Company Client: The Coca-Cola Company Category: Creative AI Pioneer / Brand
Monks.Flow Agency: Monks Client: Monks Category: Creative AI Pioneer / Organization
Magnetic Stories Agency: Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw Client: Siemens Healthineers Category: Custom Content
Spreadbeats Agency: FCB / New York Client: Spotify Category: Innovation / Execution in Branded Entertainment
Spreadbeats Agency: FCB / New York Client: Spotify Category: B2B Communications
Impulse Agency: Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid Client: Samsung Spain Category: Innovation in AI
Hey Jude Agency: Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York Client: adidas Category: Social Post / Single
Olympic Curry Agency: DDB Paris / Paris + McDonald's / Paris Client: McDonald's Category: Social Post / Single
Meet Marina Prieto Agency: DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid Client: JCDecaux Category: B2B Communications
Spreadbeats Agency: FCB / New York Client: Spotify Category: B2B Communications
Severance - The Cube Agency: Apple Marcom + Kamp Grizzly / Portland + OMD / New York Client: Apple Category: Experiential / Immersive / Events
Submerged Agency: Apple Marcom + TBWA\Media Arts Lab / Los Angeles Client: Apple Category: Augmented, Virtual & Mixed Reality (AR, VR, MR)
PRICE PACKS Agency: SERVICEPLAN GERMANY / Munich Client: PENNY Category: Product Packaging
Flock Agency: TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler Client: Apple Category: TV, VOD, & Online / Over 90 Seconds - Single
This is not a game Agency: VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City Client: Telefonica Movistar Category: TV, VOD, & Online / Over 90 Seconds - Single

2025 Best of Show Best of Show Pencil

FCB / New York

Spotify

Spreadbeats

Best of Show

OS25_BOS000G

2025 Best of Non-Profit Best of Non-Profit Pencil

IMPACT BBDO / Dubai

UN Women

Child Wedding Cards

Best of Non-Profit

OS25_BONP000G

2025 Direct Marketing Best of Discipline Pencil

FCB / New York

Spotify

Spreadbeats

Best of Direct Marketing

OS25_DM000G

2025 Social Media Best of Discipline Pencil

VML / Kansas City + The Wendy's Company / Dublin OH

The Wendy's Company

Wendy's Enters The Chat

Best of Social Media

OS25_SM000G

2025 Integrated / Omnichannel Best of Discipline Pencil

Goodby Silverstein & Partners

Cheetos

Other Hand

Best of Integrated / Omnichannel

OS25_IG000G

2025 Creative Use of Data Best of Discipline Pencil

FCB / New York

Spotify

Spreadbeats

Best of Creative Use of Data

OS25_CU000G

2025 Design Best of Discipline Pencil

DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo

THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT

Move forward.

Best of Design

OS25_DE000G

2025 Pharma Best of Discipline Pencil

Klick Health / Toronto

KVI Brave Fund INC

Voice 2 Diabetes

Best of Pharma

OS25_PH000G

2025 Experiential & Immersive Best of Discipline Pencil

Apple Marcom + TBWA\Media Arts Lab / Los Angeles

Apple

Introducing Immersive Video on Apple Vision Pro

Best of Experiential & Immersive

OS25_EX000G

2025 Print & Promotional Best of Discipline Pencil

SERVICEPLAN GERMANY / Munich

PENNY

PRICE PACKS

Best of Print & Promotional

OS25_PT000G

2025 Creative Use of Technology Best of Discipline Pencil

FCB / New York + AB InBev - Michelob Ultra

AB InBev / Michelob ULTRA

Lap of Legends

Best of Creative Use of Technology

OS25_CT000G

2025 Health & Wellness Best of Discipline Pencil

Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima

UNACEM - Cemento Sol

SIGHTWALKS

Best of Health & Wellness

OS25_HW000G

2025 Cultural Driver Best of Discipline Pencil

LePub / Milan + Publicis / Dublin

Heineken

Pub Museums

Best of Cultural Driver

OS25_CD000G

2025 Moving Image Craft & Production Best of Discipline Pencil

FCB / New York

Spotify

Spreadbeats

Best of Moving Image Craft & Production

OS25_MI000G

2025 Radio & Audio-First Best of Discipline Pencil

Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw

Siemens Healthineers

Magnetic Stories

Best of Radio & Audio-First

OS25_RA000G

2025 Music & Sound Craft Best of Discipline Pencil

TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo

McDonald’s Japan

No Smiles

Best of Music & Sound Craft

OS25_MS000G

2025 Film & Video Best of Discipline Pencil

VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City

Telefonica Movistar

This is not a game

Best of Film & Video

OS25_FI000G

2025 Branded Entertainment Best of Discipline Pencil

FCB / New York

Spotify

Spreadbeats

Best of Branded Entertainment

OS25_BE000G

2025 Public Relations Best of Discipline Pencil

McCann / London

Microsoft / XBOX

The Everyday Tactician

Best of Public Relations

OS25_PR000G

2025 Creative Effectiveness Best of Discipline Pencil

Ogilvy PR / New York

CeraVe

Michael CeraVe

Best of Creative Effectiveness

OS25_CE000G

2025 Interactive, Online & Mobile Best of Discipline Pencil

LePub / São Paulo

New Balance

The Heaviest Jersey

Best of Interactive, Online & Mobile

OS25_IN000G

2025 IP & Product Design Best of Discipline Pencil

Ogilvy / Singapore

Vaseline

Transition Body Lotion

Best of IP & Product Design

OS25_IP000G

2025 Brand-Side / In-House Best of Discipline Pencil

The Kitchen North America + Cashmere

Kraft Heinz Mustard

Heinz Mustard X Mustard

Best of Brand-Side / In-House

OS25_BS000G

2025 Out of Home Best of Discipline Pencil

DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid

JCDecaux

Meet Marina Prieto

Best of Out of Home

OS25_OH000G

2025 Gaming Best of Discipline Pencil

McCann / London

Microsoft / XBOX

The Everyday Tactician

Best of Gaming

OS25_GA000G

2025 Penta Pencil Penta Pencil

FCB / New York + AB InBev - Michelob Ultra

AB InBev / Michelob ULTRA

From Beer to Entertainment

Penta Pencil

OS25_PP001P

2025 CMO Pencil CMO Pencil

Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam

KPN

A Piece of Me

CMO Pencil

OS25_CM001G

2025 Fusion Pencil Fusion Pencil

Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo

Unilever - Seda (Sunsilk)

The Princess and The Crown

Fusion Pencil

OS25_FP001F

2025 Fusion Pencil Fusion Pencil

SERVICEPLAN GERMANY / Munich

Schäferei Stücke

Rainbow Wool

Fusion Pencil

OS25_FP002F

2025 Fusion Pencil Fusion Pencil

OBERLAND / New York + Office of Development & Design + e.l.f. Beauty

e.l.f. Beauty

So Many Dicks

Fusion Pencil

OS25_FP003F

2025 Sustainable Development Goals Pencil SDG Pencil

36 Months / Sydney + FINCH / Sydney + Supermassive / Sydney

36 Months

36 Months

Sustainable Development Goals

OS25_SD001D

2025 Sustainable Development Goals Pencil SDG Pencil

Edelman / London

DP World

The Move to -15

Sustainable Development Goals

OS25_SD002D

2025 Sustainable Development Goals Pencil SDG Pencil

AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco

DEGIRO & UN Women NL

Pink Chip

Sustainable Development Goals

OS25_SD003D

2025 Green Pencil Green Pencil

Ogilvy Colombia / Bogotá

Filsa

Filter Caps

Green Pencil

OS25_GP001E

2025 Creative Use of Artificial Intelligence Pioneer Pencil

Leilanni Todd / New York

Leilanni Todd

Creative AI Pioneer

Creative AI Pioneer / Individual

OS25_AIP001P

2025 Creative Use of Artificial Intelligence Pioneer Pencil

The Coca-Cola Company

The Coca-Cola Company

Brand AI Pioneer

Creative AI Pioneer / Brand

OS25_AIP003P

2025 Creative Use of Artificial Intelligence Pioneer Pencil

Monks

Monks

Monks.Flow

Creative AI Pioneer / Organization

OS25_AIP002P

2025 Music & Sound Craft Gold Pencil

Area 23, an IPG Health Company / New York + Bro Cinema / Lisbon + Sonido / Lisbon + Ars Thanea / Warsaw

Siemens Healthineers

Magnetic Stories

Custom Content

OS25_MS001G

2025 Branded Entertainment Gold Pencil

FCB / New York

Spotify

Spreadbeats

Innovation / Execution in Branded Entertainment

OS25_BE009G

2025 Experiential & Immersive Gold Pencil

FCB / New York

Spotify

Spreadbeats

B2B Communications

OS25_EX003G

2025 Creative Use of Artificial Intelligence Gold Pencil

Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid

Samsung Spain

Impulse

Innovation in AI

OS25_AI002G

2025 Social Media Gold Pencil

Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York

adidas

Hey Jude

Social Post / Single

OS25_SM003G

2025 Social Media Gold Pencil

DDB Paris / Paris + McDonald's / Paris

McDonald's

Olympic Curry

Social Post / Single

OS25_SM004G

2025 Public Relations Gold Pencil

DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid

JCDecaux

Meet Marina Prieto

B2B Communications

OS25_PR003G

2025 Public Relations Gold Pencil

FCB / New York

Spotify

Spreadbeats

B2B Communications

OS25_PR004G

2025 Brand-Side / In-House Gold Pencil

Apple Marcom + Kamp Grizzly / Portland + OMD / New York

Apple

Severance - The Cube

Experiential / Immersive / Events

OS25_BS001G

2025 Branded Entertainment Gold Pencil

Apple Marcom + TBWA\Media Arts Lab / Los Angeles

Apple

Submerged

Augmented, Virtual & Mixed Reality (AR, VR, MR)

OS25_BE004G

2025 Print & Promotional Gold Pencil

SERVICEPLAN GERMANY / Munich

PENNY

PRICE PACKS

Product Packaging

OS25_PT003G

2025 Film & Video Gold Pencil

TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler

Apple

Flock

TV, VOD, & Online / Over 90 Seconds - Single

OS25_FI002G

2025 Film & Video Gold Pencil

VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City

Telefonica Movistar

This is not a game

TV, VOD, & Online / Over 90 Seconds - Single

OS25_FI003G

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