Based on the nearly 20 000 pieces entered from 62 countries across 24 disciplines, the free 85-page report analyses the 2025 entries and combines them with expert perspectives from all The One Show 2025 Jury Presidents and hundreds of jurors to identify key insights and future trends, says The One Club.

The report features perspectives from hundreds of top global creative leaders, adds The One Club. 

According to The One Club, the report contains six key insights from the 2025 show: 

Imperfectly Human

Pencil-worthy work spotlighted how brave brands are embracing imperfection to show their human side, seem relatable and build lasting connections.

Smart Product Hacks

In 2025, product marketing once again took centre stage, and products were hacked and hijacked to break through and grab attention. Brands found rule-bending ways to elevate mundane items into outrageous work.

Augmented Spaces

Pencil winners showed how brands are bringing people together in virtual worlds and creating collective experiences with a huge dose of help from virtual reality.

In-House Collabs

In-house agencies collaborated with artists, musicians and designers to produce original content, creating authentic cultural moments that resonate with audiences.

The Creator-Scape

Brands tapped into the growing power of creators to build buzz and cement consumer trust. Pencil winners clearly showed that in 2025, the best ideas are interactive and highly shareable.

Community-First Creativity

Brands are co-creating campaigns and original IP alongside their communities. At the same time, AI-driven tech is being utilised to empower audiences to create.

Also included is the "Disciplines Deconstructed" section, a detailed analysis from jury rooms decoded into 10 major themes and predictions, says the report. 

"The One Show Pencil is among the industry's most respected global accolades, and its entries are a snapshot in time of the very best in global advertising, design and related fields," says Kevin Swanepoel, CEO of The One Club. 

Swanepoel concludes, "This invaluable report combines unrivalled data with the thoughts of top global creatives to provide a deep dive into where the industry stands today, and where it's going in the future."

Individuals are encouraged to access The One Show 2025 Insights Report here.

For more information, visit www.oneclub.org. You can also follow the One Club on Facebook, LinkedIn, X, Instagram, or on TikTok.

*Image courtesy of the contributor