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    Home » TBWA\Media Arts Lab and Apple’s Agency-Brand Partnership Honored With The One Show Penta Pencil

    TBWA\Media Arts Lab and Apple’s Agency-Brand Partnership Honored With The One Show Penta Pencil

    By SHOOTSaturday, May 16, 2026No Comments151 Views
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      Apple and TBWA\Media Arts Lab accept the Penta Award at The One Show awards ceremony in New York.

    Celebrating the Penta Award win at The One Show is a contingent from TBWA\Media Arts Lab
    NEW YORK --

    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.

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    Category:News
    Tags:ApplePenta AwardTBWA\Media Arts LabThe One ShowTor Myhren



    Ewan McGregor and Danny Boyle Reflect On The Life-Changing Film “Trainspotting”

    Saturday, June 6, 2026
    This image released by Sony Pictures Classics shows Ewan McGregor in a scene from "Trainspotting." (Liam Longman/Sony Pictures Classics via AP)

    Ewan McGregor, for a fleeting moment after "Trainspotting" came out, felt like a rock star. It wasn't his first significant project; it wasn't even his first film with director Danny Boyle. And he was, in his words, fairly arrogant and cocksure at the time. But that kinetic film about four heroin addicts in late-1980s Scotland was and, 30 years later, remains defining — in his career, in the culture and in his understanding of what true artistic satisfaction can feel like. "It's very much in that early part of my career, and of course, even today, probably the most important piece of work that I was involved in, just because it had such a massive effect on my life. Not only because of what it did, but because of how it felt to make," McGregor told The Associated Press in a recent interview. "It set the bar unknowingly high because it's been quite hard to match ever since." Both McGregor and Boyle are a little wistful about the time, and what they made, as the film marks its 30th anniversary re-release. A 4K digital restoration started in theaters nationwide on Friday (6/5). Though "Trainspotting" was very much of its moment with its Britpop soundtrack, its Thatcher-era grit, its darkly comedic tone and shrewd blend of giddy highs and tragic lows, it's also one that has stood the unforgiving test of time. "You get kids coming up to you who are 17 who said they'd just seen it," Boyle said. "I could be their grandfather … yet it still spoke to them." Putting Hollywood on hold Boyle was a hot commodity after "Shallow Grave," a 1994 black comedy about flatmates in Edinburgh starring McGregor, and Hollywood was calling. Literally. A peak-famous Sharon Stone cold-called him and asked if he'd want to come make a film with her. But he had... Read More

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