Ogilvy Singapore, Dentsu Inc Tokyo and TBWA\Hakuhodo Tokyo win Best of Discipline awards at The One Show 2025
Following the One Show’s 2025 Gold, Silver and Bronze awards presentation night yesterday, three agencies in APAC have gone a step further and have received prestigious Best of Discipline wins. The final awards presentation concluded in New York just an hour ago.
Dentsu Inc Tokyo, working with Shoei Tokyo and Soda! Communications Tokyo, won Best of Design for “Move Forward” on behalf of The Hokkoku Shimbun/Kanazawa High School Sumo Tournament. The work also won a Gold Pencil and a Merit.
Best of IP & Product Design honors went to Ogilvy Singapore for “Transition Body Lotion” on behalf of Vaseline. The work received four Gold Pencils this year, along with two Silver and three Merits.
TBWA\Hakuhodo Tokyo, working with Robot Communications Tokyo, received the Best of Music & Sound Craft for “No Smiles” on behalf of McDonald’s Japan. The entry won one Gold Pencil, one Silver, and two Merits.
Gold, Silver and Bronze winners were announced last night at the awards ceremony held in New York.
Globally, FCB New York took top honors, winning Best of Show for Spotify “Spreadbeats” and being named Agency of the Year. The agency picked up the most Gold Pencils with 35, including 28 for “Spreadbeats”.
Top honorees in The One Show 2025, based upon cumulative scores for all awards won across all disciplines, are as follows:
• Agency of the Year — FCB New York
• Independent Agency of the Year — Klick Health Toronto
• Brand-Side 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
• Creative 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
This year represents the inaugural One Show AI Pioneer awards, recognizing the agency, brand, and individual who are most effectively pushing the boundaries of AI and creativity.
Winners this year are:
• Creative AI Pioneer: Leilanni Todd, a New York–based creative director working at the forefront of Generative AI and 3D media
• Agency AI Pioneer: Monks, for Monks.Flow
• Brand AI Pioneer: The Coca-Cola Company
The One Show 2025 Best of Discipline winners are as follows.
• Brand-Side/In-House: The Kitchen North America Toronto with Cashmere Los Angeles “Heinz Mustard X Mustard” for Kraft Heinz Mustard
• Branded Entertainment: FCB New York “Spreadbeats” for Spotify
• Creative Effectiveness: Ogilvy PR New York “Michael CeraVe” for CeraVe
• Creative Use of Data: FCB New York “Spreadbeats” for Spotify
• Creative Use of Technology: FCB New York “Lap of Legends” for AB InBev – Michelob ULTRA
• Cultural Driver: LePub Milan with Publicis Dublin “Pub Museums” for Heineken
• Design: Dentsu Tokyo with Shoei Tokyo and Soda! Communications Tokyo “Move Forward” for The Hokkoku Shimbun/Kanazawa High School Sumo Tournament
• Direct Marketing: FCB New York “Spreadbeats” for Spotify
• Experiential & Immersive: Apple Cupertino with TBWA\Media Arts Lab Los Angeles “Introducing Immersive Video on Apple Vision Pro” for Apple
• Film & Video: VML Mexico Mexico City with Landia Mexico Mexico City “This is not a game” for Telefonica Movistar
• Gaming: McCann London “The Everyday Tactician” for Microsoft / XBOX
• Health & Wellness: Circus Grey Peru Lima with Apoyo Comunicación Peru Lima, LLYC Lima and DINAMO Lima “Sightwalks” for UNACEM – Cemento Sol
• Integrated/Omnichannel: Goodby Silverstein & Partners San Francisco “Other Hand” for Cheetos
• Interactive, Online & Mobile: LePub São Paulo “The Heaviest Jersey” for New Balance
• IP & Product Design: Ogilvy Singapore “Transition Body Lotion” for Vaseline
• Moving Image Craft & Production: FCB New York “Spreadbeats” for Spotify
• Music & Sound Craft: TBWA\Hakuhodo Tokyo with Robot Communications Tokyo “No Smiles” for McDonald’s Japan
• Out of Home: DAVID Madrid with FAR Media Madrid and Deseif Films Madrid “Meet Marina Prieto” for JCDecaux
• Pharma: Klick Health Toronto “Voice 2 Diabetes” for KVI Brave Fund
• Print & Promotional: Serviceplan Germany Munich “Price Packs” for Penny
• Public Relations: McCann London “The Everyday Tactician” for Microsoft / XBOX
• Radio & Audio-First: Area 23 New York with Bro Cinema Lisbon, Sonido Lisbon and Ars Thanea Warsaw “Magnetic Stories” for Siemens Healthineers
• Social Media: VML Kansas City with Ketchum Chicago “Wendy’s Enters The Chat” for The Wendy’s Company
The One Show 2025 Best of Non-Profit went to IMPACT BBDO Dubai for “Child Wedding Cards” on behalf of UN Women.
The One Show 2025 Special Awards
The One Show 2025 CMO Pencil, honoring the marketer behind the world’s single most impactful idea on 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, 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 who 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 recognize 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
• Serviceplan Germany Munich “Rainbow Wool” for Schäferei Stücke
The One Show 2025 Green Pencil, recognizing 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
• AKQA Amsterdam with Amp.Amsterdam, The Sonic Branding Company Amsterdam and Thematic San Francisco “Pink Chip” for DEGIRO and UN Women NL
Host of this year’s One Show 2025 ceremony is comedian and actor Leslie Jones, a three-time Primetime Emmy Award nominee known for her standup, film work, and time as a cast member and writer on “Saturday Night Live”.
A showcase of all One Show 2025 Pencil and Merit winners can be viewed here, and a dynamic 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 esteemed 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.
Now in its 16th year, Creative Week is a premier 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.
In addition to The One Show 2025 awards ceremony, Creative Week 2025 included the Young Ones Student Awards ceremony, Type Directors Club TDC71 Best of Discipline winners and exhibition, ADC 104th Annual Awards ceremony, exclusive Executive AI Creative Summit, and the first-ever Creative Week AI Creative Challenge.