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

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

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

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

The Everyday Tactician
Agency: McCann / London
Client: Microsoft / XBOX Category: Best of Public Relations

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

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

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

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

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


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


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


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)


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


Award:
2025 Best of Show Best of Show Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Show
Annual ID:
OS25_BOS000G

Award:
2025 Best of Non-Profit Best of Non-Profit Pencil
Agency:
IMPACT BBDO / Dubai
Client:
UN Women
Title:
Child Wedding Cards
Category:
Best of Non-Profit
Annual ID:
OS25_BONP000G

Award:
2025 Direct Marketing Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Direct Marketing
Annual ID:
OS25_DM000G

Award:
2025 Social Media Best of Discipline Pencil
Agency:
VML / Kansas City + The Wendy's Company / Dublin OH
Client:
The Wendy's Company
Title:
Wendy's Enters The Chat
Category:
Best of Social Media
Annual ID:
OS25_SM000G

Award:
2025 Integrated / Omnichannel Best of Discipline Pencil
Agency:
Goodby Silverstein & Partners
Client:
Cheetos
Title:
Other Hand
Category:
Best of Integrated / Omnichannel
Annual ID:
OS25_IG000G

Award:
2025 Creative Use of Data Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Creative Use of Data
Annual ID:
OS25_CU000G

Award:
2025 Design Best of Discipline Pencil
Agency:
DENTSU INC. / Tokyo + SHOEI Inc. / Tokyo + Soda! Communications Inc. / Tokyo
Client:
THE HOKKOKU SHIMBUN / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT
Title:
Move forward.
Category:
Best of Design
Annual ID:
OS25_DE000G

Award:
2025 Pharma Best of Discipline Pencil
Agency:
Klick Health / Toronto
Client:
KVI Brave Fund INC
Title:
Voice 2 Diabetes
Category:
Best of Pharma
Annual ID:
OS25_PH000G

Award:
2025 Experiential & Immersive Best of Discipline Pencil
Agency:
Apple Marcom + TBWA\Media Arts Lab / Los Angeles
Client:
Apple
Title:
Introducing Immersive Video on Apple Vision Pro
Category:
Best of Experiential & Immersive
Annual ID:
OS25_EX000G

Award:
2025 Print & Promotional Best of Discipline Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Best of Print & Promotional
Annual ID:
OS25_PT000G

Award:
2025 Creative Use of Technology Best of Discipline Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
Lap of Legends
Category:
Best of Creative Use of Technology
Annual ID:
OS25_CT000G

Award:
2025 Health & Wellness Best of Discipline Pencil
Agency:
Circus Grey Peru / Lima + Apoyo Comunicación Peru / Lima + LLYC LIMA / Lima + DINAMO / Lima
Client:
UNACEM - Cemento Sol
Title:
SIGHTWALKS
Category:
Best of Health & Wellness
Annual ID:
OS25_HW000G

Award:
2025 Cultural Driver Best of Discipline Pencil
Agency:
LePub / Milan + Publicis / Dublin
Client:
Heineken
Title:
Pub Museums
Category:
Best of Cultural Driver
Annual ID:
OS25_CD000G

Award:
2025 Moving Image Craft & Production Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Moving Image Craft & Production
Annual ID:
OS25_MI000G

Award:
2025 Radio & Audio-First Best of Discipline 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:
Best of Radio & Audio-First
Annual ID:
OS25_RA000G

Award:
2025 Music & Sound Craft Best of Discipline Pencil
Agency:
TBWA\HAKUHODO Inc. / Tokyo + ROBOT COMMUNICATIONS Inc. / Tokyo
Client:
McDonald’s Japan
Title:
No Smiles
Category:
Best of Music & Sound Craft
Annual ID:
OS25_MS000G

Award:
2025 Film & Video Best of Discipline Pencil
Agency:
VML Mexico / Mexico City + Telefónica Movistar Mexico / Mexico City + Landia / Mexico City
Client:
Telefonica Movistar
Title:
This is not a game
Category:
Best of Film & Video
Annual ID:
OS25_FI000G

Award:
2025 Branded Entertainment Best of Discipline Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Best of Branded Entertainment
Annual ID:
OS25_BE000G

Award:
2025 Public Relations Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Public Relations
Annual ID:
OS25_PR000G

Award:
2025 Creative Effectiveness Best of Discipline Pencil
Agency:
Ogilvy PR / New York
Client:
CeraVe
Title:
Michael CeraVe
Category:
Best of Creative Effectiveness
Annual ID:
OS25_CE000G

Award:
2025 Interactive, Online & Mobile Best of Discipline Pencil
Agency:
LePub / São Paulo
Client:
New Balance
Title:
The Heaviest Jersey
Category:
Best of Interactive, Online & Mobile
Annual ID:
OS25_IN000G

Award:
2025 IP & Product Design Best of Discipline Pencil
Agency:
Ogilvy / Singapore
Client:
Vaseline
Title:
Transition Body Lotion
Category:
Best of IP & Product Design
Annual ID:
OS25_IP000G

Award:
2025 Brand-Side / In-House Best of Discipline Pencil
Agency:
The Kitchen North America + Cashmere
Client:
Kraft Heinz Mustard
Title:
Heinz Mustard X Mustard
Category:
Best of Brand-Side / In-House
Annual ID:
OS25_BS000G

Award:
2025 Out of Home Best of Discipline Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
Best of Out of Home
Annual ID:
OS25_OH000G

Award:
2025 Gaming Best of Discipline Pencil
Agency:
McCann / London
Client:
Microsoft / XBOX
Title:
The Everyday Tactician
Category:
Best of Gaming
Annual ID:
OS25_GA000G

Award:
2025 Penta Pencil Penta Pencil
Agency:
FCB / New York + AB InBev - Michelob Ultra
Client:
AB InBev / Michelob ULTRA
Title:
From Beer to Entertainment
Category:
Penta Pencil
Annual ID:
OS25_PP001P

Award:
2025 CMO Pencil CMO Pencil
Agency:
Dentsu Creative / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + HPB | Het PR Bureau / Amsterdam + Wefilm Creative Agency / Amsterdam
Client:
KPN
Title:
A Piece of Me
Category:
CMO Pencil
Annual ID:
OS25_CM001G

Award:
2025 Fusion Pencil Fusion Pencil
Agency:
Droga5 / Sao Paulo + Unilever - Seda (Sunsilk) / São Paulo
Client:
Unilever - Seda (Sunsilk)
Title:
The Princess and The Crown
Category:
Fusion Pencil
Annual ID:
OS25_FP001F

Award:
2025 Fusion Pencil Fusion Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
Schäferei Stücke
Title:
Rainbow Wool
Category:
Fusion Pencil
Annual ID:
OS25_FP002F

Award:
2025 Fusion Pencil Fusion Pencil
Agency:
OBERLAND / New York + Office of Development & Design + e.l.f. Beauty
Client:
e.l.f. Beauty
Title:
So Many Dicks
Category:
Fusion Pencil
Annual ID:
OS25_FP003F

Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
36 Months / Sydney + FINCH / Sydney + Supermassive / Sydney
Client:
36 Months
Title:
36 Months
Category:
Sustainable Development Goals
Annual ID:
OS25_SD001D

Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
Edelman / London
Client:
DP World
Title:
The Move to -15
Category:
Sustainable Development Goals
Annual ID:
OS25_SD002D

Award:
2025 Sustainable Development Goals Pencil SDG Pencil
Agency:
AKQA / Amsterdam + DEGIRO / Amsterdam + Amp.Amsterdam // The Sonic Branding Company / Amsterdam + Thematic / San Francisco
Client:
DEGIRO & UN Women NL
Title:
Pink Chip
Category:
Sustainable Development Goals
Annual ID:
OS25_SD003D

Award:
2025 Green Pencil Green Pencil
Agency:
Ogilvy Colombia / Bogotá
Client:
Filsa
Title:
Filter Caps
Category:
Green Pencil
Annual ID:
OS25_GP001E

Award:
2025 Creative Use of Artificial Intelligence Pioneer Pencil
Agency:
Leilanni Todd / New York
Client:
Leilanni Todd
Title:
Creative AI Pioneer
Category:
Creative AI Pioneer / Individual
Annual ID:
OS25_AIP001P

Award:
2025 Creative Use of Artificial Intelligence Pioneer Pencil
Agency:
The Coca-Cola Company
Client:
The Coca-Cola Company
Title:
Brand AI Pioneer
Category:
Creative AI Pioneer / Brand
Annual ID:
OS25_AIP003P

Award:
2025 Creative Use of Artificial Intelligence Pioneer Pencil
Agency:
Monks
Client:
Monks
Title:
Monks.Flow
Category:
Creative AI Pioneer / Organization
Annual ID:
OS25_AIP002P

Award:
2025 Music & Sound Craft Gold 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:
Custom Content
Annual ID:
OS25_MS001G

Award:
2025 Branded Entertainment Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
Innovation / Execution in Branded Entertainment
Annual ID:
OS25_BE009G

Award:
2025 Experiential & Immersive Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_EX003G

Award:
2025 Creative Use of Artificial Intelligence Gold Pencil
Agency:
Cheil Spain / Madrid + Samsung Spain / Madrid + Somos 5 / madrid
Client:
Samsung Spain
Title:
Impulse
Category:
Innovation in AI
Annual ID:
OS25_AI002G

Award:
2025 Social Media Gold Pencil
Agency:
Johannes Leonardo / New York + Spindle / London + Barking Owl / New York + Blacksmith / New York
Client:
adidas
Title:
Hey Jude
Category:
Social Post / Single
Annual ID:
OS25_SM003G

Award:
2025 Social Media Gold Pencil
Agency:
DDB Paris / Paris + McDonald's / Paris
Client:
McDonald's
Title:
Olympic Curry
Category:
Social Post / Single
Annual ID:
OS25_SM004G

Award:
2025 Public Relations Gold Pencil
Agency:
DAVID / Madrid + JCDecaux / Madrid + FAR Media / Madrid + Deseif Films / Madrid
Client:
JCDecaux
Title:
Meet Marina Prieto
Category:
B2B Communications
Annual ID:
OS25_PR003G

Award:
2025 Public Relations Gold Pencil
Agency:
FCB / New York
Client:
Spotify
Title:
Spreadbeats
Category:
B2B Communications
Annual ID:
OS25_PR004G

Award:
2025 Brand-Side / In-House Gold Pencil
Agency:
Apple Marcom + Kamp Grizzly / Portland + OMD / New York
Client:
Apple
Title:
Severance - The Cube
Category:
Experiential / Immersive / Events
Annual ID:
OS25_BS001G

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 Print & Promotional Gold Pencil
Agency:
SERVICEPLAN GERMANY / Munich
Client:
PENNY
Title:
PRICE PACKS
Category:
Product Packaging
Annual ID:
OS25_PT003G

Award:
2025 Film & Video Gold Pencil
Agency:
TBWA\Media Arts Lab / Los Angeles + Barking Owl + House of Parliament + Smuggler
Client:
Apple
Title:
Flock
Category:
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID:
OS25_FI002G
