Ogilvy Singapore Dominates The One Show With 9 Gold Pencils

A Singapore agency just walked away from the world's most prestigious advertising awards with more Gold Pencils than anyone else on the planet. Not New York. Not London. Singapore.

Ogilvy Singapore won nine Gold Pencils at The One Show 2026, the top creative advertising competition run by The One Club for Creativity. Every single one of those nine awards went to a single campaign: "Vaseline Verified," created for Unilever's Vaseline brand.

The result puts Ogilvy Singapore ahead of all Western agencies. The closest competitors, including agencies from Mexico, Canada, and the UK, each won seven.

What "Vaseline Verified" Actually Did

The campaign started with a simple observation. Millions of people were posting beauty hacks on TikTok and Instagram using Vaseline, from mixing it with perfume to using it as a moisturizer base. Most of these hacks had never been scientifically tested.

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Ogilvy Singapore's idea: bring in real scientists to test the hacks on camera. The brand recognized over 6,000 organic social media posts and turned creators into co-authors of the brand's own story rather than paid spokespersons. The result was 136 million social views, a 43% uplift in sales, and 87% positive consumer sentiment since launch in March 2025.

Vaseline reached communities it had "never" reached before, according to the brand's own marketing team.

Nine Golds Across Six Different Categories

What makes the sweep unusual is not just the number of awards. It's the range. Vaseline Verified won across six entirely different award categories at The One Show: Creator Content, Direct Marketing, Public Relations, Cultural Driver, Health and Wellness, and Social Media.

That breadth matters. Historically, a single campaign might dominate one or two categories. Winning across six signals that the work was genuinely integrated, not just a social stunt that happened to go viral.

On top of the nine Gold Pencils, Ogilvy Singapore also took home three Best of Discipline awards (Creator Content, Direct Marketing, and Public Relations), the inaugural Best Use of TikTok award, and the Creative Marketer Pencil. Vaseline was named Brand of the Year separately.

Singapore Is Not Just a Regional Hub Anymore

APAC as a whole won 16 Gold Pencils at The One Show 2026 from a total global pool of 132. Ogilvy Singapore alone accounted for nine of those 16, or 56% of the entire region's gold haul.

For context, entries came from 69 countries. Awards went to agencies in 57. Singapore's haul came from a single campaign running across markets and continents.

This is part of a pattern. Ogilvy Singapore ranked No.1 in Asia in the 2025 Campaign Brief Asia Creative Rankings with 5,120 points, up from No.17 the year before and No.43 the year before that. The agency also won Clio Awards Agency of the Year 2026 and Singapore Agency of the Year at Spikes Asia 2026. The Ogilvy network has now won Agency Network of the Year at Spikes Asia for five consecutive years.

The Clio jury cited Ogilvy Singapore's ability "to transform complex insights into bold, borderless creativity" as the deciding factor.

The Model Behind the Win

Vaseline Verified was not made by a single office. Ogilvy Singapore led the work, but execution involved offices in Cape Town, London, and New York. Singapore directed global resources rather than simply contributing to a Western-led project.

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That structural shift is worth noting for any Asian business leader thinking about their own creative or marketing investments. The campaigns winning global recognition today are not coming out of one location. They are built by networks where an Asian hub sets the creative direction and draws on global capacity to execute.

The One Show 2026 awarded campaigns on a theme the industry has been debating for years: work that earns attention through culture and community rather than buying it through media spend. "Campaigns that work through culture, communities and real social conversation are winning today," noted The One Show's own editorial summary of the 2026 results.

Vaseline Verified did exactly that, and a Singapore agency designed the playbook.