Among the honors bestowed during last night’s (5/15) 2026 One Show awards ceremony at Cipriani Wall Street in New York was The One Show Penta Pencil, given to an agency and brand partnership that has consistently created outstanding work together for five years or more. The award–which is based on long-term creative collaboration built on trust, ambition, and enduring cultural impact–went to TBWA\Media Arts Lab (MAL), Apple’s dedicated global creative agency, recognizing a decade of creative partnership and sustained excellence between MAL and Apple.
The partnership between Apple and TBWA\Media Arts Lab traces its origins back to 1982, when Steve Jobs and Lee Clow began shaping what would become one of the most iconic brand relationships in modern advertising.
In 2016, a new chapter began with Tor Myhren joining Apple as VP of Global Marketing Communications, alongside Katrien De Bauw and Brent Anderson stepping into global leadership roles at MAL as CEO and chief creative officer, respectively. The body of work recognized reflects the creative partnership forged between Apple and MAL from 2017 onward–a decade of collaboration defined by shared ambition, creative rigor, and an enduring belief in simplicity, creativity, and humanity across some of its most enduring campaign platforms.
“Shot on iPhone” transformed everyday photography into a global cultural movement and went on to win the 2025 Cannes Lions Grand Prix for Creative Effectiveness. Privacy evolved from a single billboard at CES into one of the tech industry’s most sustained values-driven platforms through campaigns such as “Tracked,” “Waiting Room” and “Flock,” reinforcing Apple’s belief that privacy is a fundamental human right.
“Great Ideas Start Here” celebrated creativity enabled by Mac and featured Dr. Jane Goodall in her final recorded project. Apple’s audio platforms for AirPods and HomePod produced culture-shaping work including “Welcome Home,” “Bounce,” and “Heartstrings,” which drove more than one billion views globally and the highest worldwide search interest ever recorded for hearing aids.
Most recently, Apple’s work in immersive storytelling for Apple Vision Pro launched with “Submerged” in 2024, the world’s first Apple Immersive Video film, which was awarded Best in Discipline at The One Show 2025.
“The partnership between Apple and MAL is rooted in trust and respect, which are two things that take time to build. They are earned not given, so it’s cool to see this long term relationship get recognized with such an honor,” said Apple’s Myhren.
Brent Anderson, TBWA\Media Arts Lab’s global CCO, said, “This Penta Pencil win is a testament to the care, commitment, talent and tenacity of every single person at Media Arts Lab across the globe. As well as every person who has toiled on this phenomenal brand over this ten year span. When a client offers their agency trust, respect and sustained partnership, that client gets the very best out of their agency. Together they can build something that has great cultural and business impact. Such has been the case over the last decade. Thank you, Apple.”
For a rundown of Special Honors at the 2026 One Show, click here. For coverage of Pencil winners, click here.
