The One Show Announces 2025 Special Awards Winners

The One Club says that the work also won Best of Disciplines in Branded Entertainment, Creative Use of Data, Direct Marketing and Moving Image Craft & Production, along with 10 Silver, five Bronze and 10 Merits.

The One Show 2025 Special Awards

The One Show 2025 CMO Pencil, honouring the marketer behind the world's single most impactful idea on a brand's business, was awarded to Dave Frauenfelder, VP Brand, MarCom and 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 One Show 2025 Penta Pencil, awarded to the agency and brand that together have created outstanding creative work for the last five years, went to FCB New York and AB InBev — Michelob ULTRA.

Three entries received The One Show 2025 Fusion Pencil, the industry's first global award to recognise great work that best incorporates DEI principles and underrepresented groups in both the creative content of the work and the team that made it: 

• Droga5 São Paulo with Saigon São Paulo 'The Princess and The Crown' for Unilever — Seda (Sunsilk)
• Oberland New York with Office of Development & Design New York 'So Many Dicks' for e.l.f. Beauty, and 
• Serviceplan Germany Munich 'Rainbow Wool' for Schäferei Stücke.

The One Show 2025 Green Pencil, recognising the most environmentally conscious creative work for the year, was awarded to Ogilvy Colombia Bogotá for 'Filter Caps' on behalf of Filsa.

The One Show 2025 Sustainable Development Goals (SDG) Pencil, created in cooperation with the United Nations Office for Partnerships and nonprofit PVBLIC Foundation to reward agencies and brands for work that betters the world and contributes to securing a sustainable future for all, went to:

• 36 Months Sydney with Finch Sydney and Supermassive Sydney for its own '36 Months'
• Edelman London 'The Move to -15' for DP World, and 
• AKQA Amsterdam with Amp.Amsterdam, The Sonic Branding Company Amsterdam and Thematic San Francisco 'Pink Chip for DEGIRO and UN Women NL. 

A showcase of all One Show 2025 Pencil and Merit winners can be viewed here, and an online list of the winners can be viewed here.

A total of 19 860 pieces from 62 countries were entered into The One Show 2025. This year's One Show global jury awarded agencies, studios, brands, production companies and designers in 55 countries with 156 Gold Pencils, 197 Silvers, 270 Bronze and 1 027 Merits, adds the awards. 

The 2025 One Show awards ceremony will be hosted by comedian and actor Leslie Jones. The One Show 2025 Global Creative Rankings will be announced on Monday, 19 May, says The One Club.

Now in its 16^th year, Creative Week is an annual gathering for the advertising and design industries to come together and celebrate the creative excellence showcased in four of the club's leading global awards shows, and discuss the latest creative trends and issues.  

The One Club concludes that other Creative Week 2025 programming includes the Young Ones Student Awards on Monday, 12 May, Type Directors Club TDC71 Best of Discipline and Judges' Choice winners and exhibition on Tuesday, 13 May, the first-ever Creative Week AI Creative Challenge on Thursday, 15 May and the AI Executive Creative Summit: New York on Thursday 15 to 16 May.

For more information, visit www.oneclub.org. You can also follow The One Club of Creativity on Facebook, X, or on Instagram. 

*Image courtesy of contributor