THEONESHOW20２5INSICHTSREPORTＥＸＰＬＯＨＩＮＧＴＨＥＰＥＮＣＩＬＷＩＮＮＥＲＳIHENDSANDIDEASTHATMADEWAVESN2025CLUBSONEEREATIVITY
CONTENTSINTRODUCTIONTHEONESHOWINNUMBERS2025WHYHUMANSARELEADINGTHEAIREVOLUIIONINSIGHTSINSUIMMARYINSICHT1:IMPERFECTLYHUMANINSIGHT2:SHARTPRODUICTHICHSINSICHT3:AUCMENTEDSPACESINSIGHT4:IN-HOUISECOLLDRSINSICHT5:RISINGCREATOR-SCAPEINSIGHTG:COMMUNITY-FIRSTCREATIVITDISCIPLINESDECONSTRIICTEICLUBSONESReativity
INIRODUCTIONThis report dives into the work our world-class juries deemedPencil-worthy in 2025. oresentina takeawavs fresh from theOne Showjurydeliberations,Wedoveintothousandsofentriesand analyzeddiscussions withtheOneShowjuriestoarrive at six key insights.In the pagesthafollow. we will distill the trademarks of Pencil-winning work andpresent predictions on where creativity is headed nextSFFINGSOMUCAWORKTHATCUTTHROUIGHTOTHEBUSINESSANDSPARHEDCHANGETHROUGHCRFATIVITYWAS INSPIRINGICreativeEffectivenossJuror,TessaConradGlobalHead ofInnovation, TBWAN\Worldwide,United StatesCLUBREatIVITY
THEONESHOWINTHOUSANDS OFAGENCIES,NONPROFITSCORPORATIONS.ANDINDIVIDUALSFROMNUMBERS2025AROUNDTHEWORLDENTERED.AslaPacific14%THEENTRIESNEARLY20,OOD PIECES OF WORH1,200ENTRANTS24%11%G2COUNTRIESSUBMITTEDLatinAmerica8元MiddleEast&AfricaCLUBREatIVITY
THEONESHOWINENTRANTSFROM55COUNTRIESNUMBERS2025ＰＲＯＵＤＬYTＯＯＨＨＯＭＥＡＯＮＥＳＨＯＷPＥＮCＩＬaPacificTHEWINNERS６５８５WINNERS157RKBusUnitedStates38%197档号s270PLatinAmerioa12%MiddleEast&AfricaCLUBSReativiTy
-1+33+10+10+3CLUBREAtIVITY
WHYHUMANSARELEADNETHEAIREVOLUTIONAlistransformina the industrv at liahtina soeed. as it While emercina tech's power and potentialshone out, ousupports creativity, and begins to work autonomouslyjuries said that excelent workstl eauired human-centredAnd astechbecomesmoreubiquitous. we'reIn2025,we saw Pandi-worthy work take another bigleappredicting that it'shuman creativity thatwilltrulystand outforward inhowAl was integrated asacreative tool.Aldrivenin the futureHowever,jurorsnoted that agencies arestillin the earlystagesofunderstandinghow.whereandwhen touse thetech,andinmanyentriesthecreativeideaaotleftbehindfAlworkintheInteractivediscipline-Thebestworkhelping toexecutetheothervisaurthepiecesthotstoodouthadalotofhumaninsight:leveraging scale.Work fell down when entrantssInteractivo,Online, and Mobile Jury President,tnrodictionAllRez.ChiefCreativeOfficer.ImpactBBDO.Dubause when it was merely used as a tool to skcostsandfiled toelevatetheidea.CLUBREAtIVITY
NSIGHISINSUMMARYWEUNCOVEREDSIXOVERARCHINGINSICHTSTHATSHONEIN2025.OINEINTOTHEFINDINGSTO GAINABETTER UNDERSTANDING OF WHAT WINS PENCILSWHYITWINS.ANDWHATITMEANSFORTHEINDUSTRY FORTHEYEARAHEADIMPERFECTLYHUMANSMARTPRODUCTHACKSAUCMENTEDSPACESPencil-worthy workspotlightedIn2025, productmarketingtookPencil-winnersshowedhow,how brave brands are embracingcenterstage once again, and products brands are blurring the virtual andimperfection toshow theirwere hacked and hijacked tobreakreal worlds,creating collectivehuman side, seemrelatable,experienceswithahugedoseofthrough and arab attention. Brandsfound rule-bending waystoelevatehelpfromvirtualreality.and build lastina connectionsmundan...
