As the global creative industry increasingly tries to find a balance between entertainment, social impact, technology and business effectiveness, this year’s The One Show results once again demonstrated that the biggest success today belongs to campaigns capable of becoming part of broader culture rather than remaining only traditional advertising communication.
The One Club for Creativity announced the Pencil and Merit winners for The One Show 2026, with this year’s edition attracting entries from 69 countries. Awards were presented to agencies, production companies, studios, brands and designers from 57 countries, with a total of 132 Gold Pencils, 162 Silver awards, 296 Bronze awards and 747 Merit recognitions handed out.
The agency Ogilvy Singapore won the highest number of Gold Pencil awards this year, securing nine Golds for the campaign Vaseline Verified created for Vaseline. The project was developed in collaboration with Ogilvy South Africa Cape Town, Ogilvy UK London and Ogilvy New York, with awards won across Creator Content, Direct Marketing, Public Relations, Cultural Driver, Health & Wellness and Social Media categories.
Among the most successful agencies this year was also LePub México, which won seven Gold Pencil awards for the campaign Gulf of Mexico (Bar) developed for Tecate and Heineken Group. The project was created together with Monks México and Landia México City, earning awards in categories including Out of Home, Branded Entertainment, Cultural Driver, Direct Marketing, Experiential & Immersive and Social Media.
Rethink Toronto also won seven Gold Pencil awards, primarily thanks to the campaigns U up? and Sleep Talk Reviews for IKEA. Additional awards were won for the projects Heinz Dipper for Kraft Heinz and Can’t Unsee It, developed in collaboration with Marvel Studios Partnerships.
Among the leading agencies of this year’s edition was also Uncommon Creative Studio London, which won seven Gold Pencil awards for the campaigns Reflections for British Airways, The Periodic Fable for The Ordinary, as well as the projects The Grit & The Glitter for London Museum and Drop In for EA Skate. The projects also involved Electric Theatre Collective London and Riff Raff Films London.
The agency McCann Paris won six Gold Pencil awards for the campaign The Final Copy of Ilon Specht developed for L’Oréal Paris, in collaboration with Beauty-Co Lab New York, Breakwater Studios Los Angeles and Traverse32 New York. The campaign was awarded in Branded Entertainment, Cultural Driver, Film & Video, Integrated/Omnichannel and Public Relations categories.
The same number of Gold Pencil awards was won by Omnicom Chicago for the project Caption with Intention developed for Rakish Entertainment, created together with Omnicom Production Chicago and Pes Motion Studio Chicago. The project received awards in Health & Wellness, Branded Entertainment, Creative Use of Technology, Experiential & Immersive, and Moving Image Craft & Production categories.
This year’s The One Show results once again confirm how far the global creative industry has moved away from the traditional advertising model based solely on message and ad format. Today’s most awarded works increasingly function as cultural phenomena, social experiments, digital experiences or platforms actively shared and reinterpreted by audiences.
The final part of Creative Week 2026 takes place tonight in New York, where the winners of the Best of Show, Best of Discipline and special “of the Year” awards will also be announced during the closing ceremony. The event will be hosted by actress and comedian Leslie Jones.
