FCB New York was the dominant force at this year’s One Show awards, taking home the prestigious Best of Show honor for its innovative “Spreadbeats” campaign for Spotify and earning the title of Agency of the Year.
The campaign, which turned Spotify Wrapped data into custom, edible spreads that fans could smear on toast and scan with their phones to hear their top songs, won an impressive 28 Gold Pencils out of a total 35 awarded to the agency — the highest tally of any entrant this year. “Spreadbeats” also swept Best of Discipline in four categories: Branded Entertainment, Creative Use of Data, Direct Marketing, and Moving Image Craft & Production.
In total, FCB New York’s work garnered 10 Silver Pencils, five Bronze, and 10 Merits, helping the agency’s global network, FCB Global, secure the Network of the Year title. Parent company Interpublic Group was named Creative Holding Company of the Year.
Full List of Top Honors
Other major winners included:
- Independent Agency of the Year: Klick Health, Toronto
- Brand-Side Agency of the Year: Apple, Cupertino
- Production Company of the Year: Bro Cinema, Lisbon
- Brand of the Year: Spotify
- Client of the Year: AB InBev
- Non-Profit Client of the Year: Change the Ref
- Design Firm of the Year: W Conran Design, Boulogne-Billancourt
- Music & Sound Company of the Year: DaHouse Audio, Los Angeles
- Independent Network of the Year: Serviceplan Group
A New Era of AI Creativity Recognized
This year also marked the debut of the One Show AI Pioneer Awards, spotlighting those at the forefront of generative AI and creative innovation. Honorees included:
- Creative AI Pioneer: Leilanni Todd (New York)
- Agency AI Pioneer: Monks, for Monks.Flow
- Brand AI Pioneer: The Coca-Cola Company
Best of Discipline Highlights
In addition to “Spreadbeats,” standout winners across disciplines included:
- Creative Effectiveness: “Michael CeraVe” – Ogilvy PR New York for CeraVe
- Cultural Driver: “Pub Museums” – LePub Milan/Publicis Dublin for Heineken
- Gaming: “The Everyday Tactician” – McCann London for Xbox
- Social Media: “Wendy’s Enters The Chat” – VML Kansas City/Ketchum Chicago
- Health & Wellness: “Sightwalks” – Circus Grey Peru for Cemento Sol
- Experiential & Immersive: “Introducing Immersive Video” – Apple with TBWA\Media Arts Lab
- Print & Promotional: “Price Packs” – Serviceplan Germany for Penny
Impact-Driven Awards
Several special honors celebrated social and environmental impact:
- Fusion Pencil (DEI): “So Many Dicks” – Oberland New York for e.l.f. Beauty; “The Princess and The Crown” – Droga5 São Paulo for Unilever; “Rainbow Wool” – Serviceplan Germany
- Green Pencil: “Filter Caps” – Ogilvy Colombia for Filsa
- SDG Pencil (in partnership with the UN): “36 Months” – 36 Months Sydney; “The Move to -15” – Edelman London for DP World; “Pink Chip” – AKQA Amsterdam for UN Women NL
Numbers Behind the Night
A total of 19,860 entries from 62 countries were submitted to The One Show 2025. The international jury awarded:
- 156 Gold Pencils
- 197 Silver Pencils
- 270 Bronze Pencils
- 1,027 Merit awards
Comedian and former SNL cast member Leslie Jones hosted this year’s ceremony. The One Show 2025 Global Creative Rankings will be released on May 19.
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