What's New for 2025

The One Show has updated the categories and disciplines for 2025 to streamline and enhance the competition.

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Categories

The One Show has updated categories across many disciplines. Highlights are below.

  • Creative Effectiveness
    To better demonstrate that creativity is good for business, big changes to our Creative Effectiveness discipline and its categories were released. Categories are now divided by vertical market and entries in these categories are required to include in-depth information for business objectives and results.
    View Creative Effectiveness categories and requirements

  • CMO Pencil
    For the first time, the special award CMO Pencil is an enterable category. This award honors the key marketer who championed the need for creativity in the brand's success.
    View CMO Pencil requirements

  • Interactive, Online & Mobile
    The Interactive & Mobile Craft discipline has been merged into the Interactive, Online & Mobile discipline. Categories highlighting the unique skills and crafts that go into creating online and digital interactive work can now be found there.
    View Interactive, Online & Mobile categories

  • Gaming
    The Gaming discipline has been fine-tuned to better reflect the current nature of the evolving medium. There are additional gaming categories in other disciplines.
    View Gaming categories

  • Use of Humor & Use of Drama
    After the successful introduction of these categories in several disciplines in 2024, they have been added to three additional disciplines for 2025.
    Health & Wellness – Use of Humor
    Integrated / Omnichannel – Use of Humor
    Radio & Audio – Use of Humor
    View all Use of Humor categories
    View all Use of Drama categories

Entry Project Information

For entries in all categories, the previous Entry Description is now expanded into five separate fields on the entry. This detailed information will help judges make more informed decisions and promote thoughtful discussion, as well as enhance the quality of the comprehensive One Show Awards Archive.

  • Background
    A description of the challenge presented, problem being addressed, cultural background, or other key components to the initial brief.

  • Creative Idea
    A summary of the creative idea behind the work.

  • Insights & Strategy
    The insights and strategy that informed the final work and its intended purpose.

  • Execution
    An explanation of critical elements of the final execution of the work including craft, placement, tone, and other specific aspects of the creation and implementation of the work.

  • Results
    The results or outcome of the work such as reach, response, engagement, sales, awareness, etc.

Policies

  • Entry Fees
    Entry Fees in the Early, Regular, and Extended deadlines have increased.
    Entry Fees for Penta Pencil have increased in all deadlines.
    View the Fees page

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