探索铅笔奖得主：2025年掀起波澜的趋势与创意

EXPLORING THE PENCIL WINNERS:TRENDS AND IDEAS THAT MADE WAVES IN 2025. CONTENTS INTRODUCTION03THE ONE SHOW IN NUMBERS 202504WHY HUMANS ARE LEADING THE AI REVOLUTION07INSIGHTS IN SUMMARY08INSIGHT 1:IMPERFECTLY HUMAN09INSIGHT 2:SMART PRODUCT HACKS14INSIGHT 3:AUGMENTED SPACES18INSIGHT 4:IN-HOUSE COLLABS23INSIGHT 5:RISING CREATOR-SCAPE27INSIGHT 6:COMMUNITY-FIRST CREATIVITY32DISCIPLINES DECONSTRUCTED39 INTRODUCTION This report dives into the work ourworld-class juriesdeemedPencil-worthy in 2025, presenting takeaways fresh from theOne Show jury deliberations. We dove into thousands of entries and analyzed discussions withthe One Show juries to arrive at six key insights. In the pages thatfollow, we will distill the trademarks of Pencil-winning work andpresent predictions on where creativity is headed next. “SEEING SO MUCH WORK THAT CUT THROUGH TO THE BUSINESSAND SPARKED CHANGE THROUGH CREATIVITY WAS INSPIRING." Creative Effectiveness Juror, Tessa ConradGlobal Head of Innovation, TBWA\Worldwide, United States THE ONE SHOW INNUMBERS 2025 THOUSANDS OF AGENCIES, NONPROFITS,CORPORATIONS, AND INDIVIDUALS FROMAROUND THE WORLD ENTERED. THE ONE SHOW INNUMBERS 2025 ENTRANTS FROM 55 COUNTRIESPROUDLY TOOK HOME A ONE SHOW PENCIL. THE 15 BESTPERFORMING COUNTRIESIN THE ONE SHOW 2025 2025 RANKING +CHANGE FROM 2024 United States-United Kingdom+2Brazil+5Canada-2Germany+1Peru+33Spain+4Japan-1France-6United Arab Emirates+10Singapore+10Australia-7Mexico+3Italy+3Poland-2161127123813491451015 WHY HUMANS ARE LEADINGTHE AI REVOLUTION AI is transforming the industry at lighting speed, as itsupports creativity, and begins to work autonomously. While emerging tech’s power and potential shone out, ourjuries said that excellent work still required human-centredideas.And as tech becomes more ubiquitous,we’repredicting that it’s human creativity that will truly stand outin the future. In 2025, we saw Pencil-worthy work take another big leapforward in how AI was integrated as a creative tool. AI drivenwork, our juries said, was better and cleverer this year. However, jurors noted that agencies are still in the earlystages of understanding how, where and when to use thetech, and in many entries the creative idea got left behind. “We had a lot of AI work in the Interactive discipline -the pieces that stood out had a lot of human insight.”Interactive, Online, and Mobile Jury President,Ali Rez, Chief Creative Officer, Impact BBDO, Dubai. The best work utilized AI to make BIG ideas achievable,helping to execute the otherwise un-executable and/or byleveraging scale. Work fell down when entrants touted AIuse when it was merely used as a tool to skirt productioncosts and failed to elevate the idea. INSIGHTS IN SUMMARY THE FINDINGS TO GAIN A BETTER UNDERSTANDING OF WHAT WINS PENCILS,WHY IT WINS, AND WHAT IT MEANS FOR THE INDUSTRY FOR THE YEAR AHEAD. SMART PRODUCT HACKS IMPERFECTLY HUMAN AUGMENTED SPACES Pencil-winners showed howbrands are blurring the virtual andreal worlds, creating collectiveexperiences with a huge dose ofhelp from virtual reality. Pencil-worthy work spotlightedhow brave brands are embracingimperfection to show theirhuman side, seem relatable,and build lasting connections. In 2025, product marketing tookcenter stage once again, and productswere hacked and hijacked to breakthrough and grab attention. Brandsfound rule-bending ways to elevatemundane items into outrageous work. IN-HOUSE COLLABS THE CREATOR-SCAPE COMMUNITY-FIRST CREATIVITY In-house agencies collaborated withartists, musicians and designers toproduce original content, creatingauthentic cultural moments thatresonate with audiences. Brands are tapping into the growingpower of creators to build buzz andcement consumer trust. In 2025, thebest ideas are interactive and highlyshareable. Brands are co-creating campaignsand original IP alongside theircommunities, and in tandem,AI-driven tech is being utilisedto empower audiences to create. IMPERFECTLYHUMANINSIGHT 1 Bravebrands are embracing imperfection to show their human side and build lasting connections. Heinz Insuranceinsured people’s inevitable ketchup spills.Recycle Mebroke strict brand guidelines – crushing theiconic Coca-Cola logo to inspire people to recycle cans. Brands showed that imperfection isn’t always a weakness,it can be a powerful strategy to stand out and engageconsumers through relatable content. Work highlighting flaws and unfiltered realness stood outto our jurors. From left-field branding to quirky customerservice,winning work playfully stepped away fromconvention and rigid brand identities - with humor oftenleading the way. With even more examples, we'll explore how winningcampaigns are using imperfection as a growth engine. IMPERFECTLY HUMAN OTHER HAND TheOther HandCheetos campaign cleverly highlighted thehumorous challenges fans face when their dominant hand isoccupied with the snack, leaving them to navigate daily taskswith their non-dominant hand. Building on t