One Show 2025: Watch the 22 Grand Prix Winners

New York’s Most Prestigious Advertising Awards.

With over 50 years of honoring excellence in advertising and design, The One Show remains one of the industry’s most anticipated award shows. This year’s celebration took place during the 16th edition of Creative Week, culminating in the grand One Show ceremony on May 16, 2025, at Cipriani Wall Street in New York City. The event brought together creative talent from around the world, recognizing the boldest ideas and the most innovative work shaping the future of our industry.

The One Show 2025 received 19,860 entries from 62 countries. Agencies, studios, brands, production companies, and designers across 55 countries were honored by the global jury, collectively winning 156 Gold Pencils, 197 Silver Pencils, 270 Bronze Pencils, and 1,027 Merits. These accolades reflect the remarkable creative standards upheld by the global community—and reaffirm The One Show’s status as the ultimate benchmark for creative excellence.

All the Grand Prix winners from The One Show 2024

Here they are—neatly compiled into one easy-to-browse table. Find the category, brand, campaign, or agency that catches your eye, then scroll down to dive into the corresponding case study. Sit back and enjoy these standout pieces of creative excellence!

The Special Awards from The One Show 2025

Top honorees at The One Show 2025, based on cumulative points earned across all disciplines, are as follows:

• Agency of the Year: FCB New York.

• Independent Agency of the Year: Klick Health, Toronto.

• Brand-Side/In-House Agency of the Year: Apple, Cupertino.

• Design Firm of the Year: W Conran Design, Boulogne-Billancourt.

• Network of the Year: FCB Global.

• Independent Network of the Year: Serviceplan Group.

• Agency Holding Company of the Year: Interpublic Group.

• Production Company of the Year: Bro Cinema, Lisbon.

• Music & Sound Company of the Year: DaHouse Audio, Los Angeles.

• Client of the Year: AB InBev.

• Non-Profit Client of the Year: Change the Ref.

• Brand of the Year: Spotify.

MORE SPECIAL AWARDS AT THE BOTTOM OF THIS POST!

• BEST OF SHOW + Branded Entertainment Grand Prix + Creative Use of Data Grand Prix + Direct Marketing Grand Prix + Moving Image Craft & Production Grand Prix: Spotify – “Spreadbeats” by FCB New York.

• Gaming Grand Prix + Public Relations Grand Prix: Xbox (Microsoft) – “The Everyday Tactician” by McCann London.

These campaigns won one ‘Best of Discipline’ award each: 

• Brand-Side/In-House Grand Prix: Kraft Heinz Mustard – “Heinz Mustard X Mustard” by The Kitchen North America Toronto with Cashmere Los Angeles.

• Creative Effectiveness Grand Prix: CeraVe – “Michael CeraVe” by Ogilvy PR New York.

• Creative Use of Technology Grand Prix: Michelob ULTRA – “Lap of Legends” by FCB New York.

• Cultural Driver Grand Prix: Heineken – “Pub Museums” by LePub Milan with Publicis Dublin.

• Design Grand Prix: The Hokkoku Shimbun – “Move Forward” by Dentsu Tokyo with Shoei Tokyo and Soda! Communications Tokyo.

• Experiential & Immersive Grand Prix: Apple – “Introducing Immersive Video on Apple Vision Pro” by Apple Cupertino with TBWA\Media Arts Lab Los Angeles.

• Film & Video Grand Prix: Telefonica Movistar – “This is not a game” by VML Mexico Mexico City with Landia Mexico Mexico City.

• Health & Wellness Grand Prix: UNACEM – Cemento Sol – “Sightwalks” by Circus Grey Peru Lima with Apoyo Comunicación Peru Lima, LLYC Lima and DINAMO Lima.

• Integrated & Omnichannel Grand Prix: Cheetos – “Other Hand” by Goodby Silverstein & Partners San Francisco.

• Interactive, Online & Mobile Grand Prix: New Balance – “The Heaviest Jersey” by LePub São Paulo.

• IP & Product Design Grand Prix: Vaseline – “Transition Body Lotion” by Ogilvy Singapore.

• Music & Sound Craft Grand Prix: McDonald’s Japan – “No Smiles” by TBWA\Hakuhodo Tokyo with Robot Communications Tokyo.

• Out of Home Grand Prix: JCDecaux – “Meet Marina Prieto” by DAVID Madrid with FAR Media Madrid and Deseif Films Madrid.

• Pharma Grand Prix: KVI Brave Fund – “Voice 2 Diabetes” by Klick Health Toronto.

• Print & Promotional Grand Prix: Penny – “Price Packs” by Serviceplan Germany Munich.

• Radio & Audio-First Grand Prix: Siemens Healthineers – “Magnetic Stories” by Area 23 New York with Bro Cinema Lisbon, Sonido Lisbon and Ars Thanea Warsaw.

• Social Media Grand Prix: The Wendy’s Company – “Wendy’s Enters The Chat” by VML Kansas City with Ketchum Chicago.

And finally:

• Best of Non-Profit Grand Prix: UN Women – “Child Wedding Cards” by IMPACT BBDO Dubai.

Beyond the Best of Discipline winners…

This year introduced The One Show AI Pioneer Awards, celebrating individuals, agencies, and brands leading the way in integrating AI with creativity. The inaugural winners are:

• Creative AI Pioneer: Leilanni Todd – New York-based creative director specializing in Generative AI and 3D media.

• Agency AI Pioneer: Monks – for their platform Monks.Flow.

• Brand AI Pioneer: The Coca-Cola Company.

   

The CMO Pencil, honoring the marketer behind the single most impactful idea for a brand’s business, was awarded to:

• Dave Frauenfelder, VP Brand, MarCom & Sponsorships at KPN, for “A Piece of Me”. The work was created by Dentsu Creative Amsterdam with Amp.Amsterdam, The Sonic Branding Company Amsterdam, HPB Het PR Bureau Amsterdam, and Wefilm Creative Agency Amsterdam.

The Penta Pencil, awarded to the agency and brand that have consistently created outstanding creative work together over five years, went to:

• FCB New York and Michelob ULTRA (AB InBev). 

Three entries received the Fusion Pencil, the industry’s first global award recognizing work that meaningfully incorporates DEI principles—both in content and in the team behind the work:

• “The Princess and The Crown” for Unilever Seda (Sunsilk) by Droga5 São Paulo with Saigon São Paulo.

• “So Many Dicks” for e.l.f. Beauty by Oberland, New York with Office of Development & Design, New York.

• “Rainbow Wool” for Schäferei Stücke by Serviceplan Germany, Munich.

The Green Pencil, recognizing the most environmentally conscious creative work of the year, was awarded to:

• “Filter Caps” for Filsa by Ogilvy Colombia, Bogotá

The Sustainable Development Goals (SDG) Pencil, created in partnership with the United Nations Office for Partnerships and the nonprofit PVBLIC Foundation, honors work that contributes to a better and more sustainable future. This year’s recipients:

• “36 Months” by 36 Months Sydney with Finch Sydney and Supermassive Sydney

• “The Move to -15” for DP World by Edelman, London

• “Pink Chip” for DEGIRO and UN Women NL by AKQA Amsterdam with Amp.Amsterdam, The Sonic Branding Company Amsterdam, and Thematic San Francisco.

Check out more winning campaigns from the world’s most prestigious advertising festivals: AWARDS 2024