Denny Handlin’s One Show Diary: “The work that rose to the top shared three distinct traits: simplicity, prolific impact + cultural relevance”

Denny Handlin, Executive Creative Director at VaynerMedia Australia, recently represented Australia on the global jury for the Social Media + Creator at The One Show 2026. Here, Handlin (pictured third from the right) takes us behind the scenes of the judging room and reflects on the power of simplicity, prolific impact, and cultural relevance.

Winning a Pencil at The One Show is hard.

For over 50 years, The One Show has represented the pinnacle of creative excellence in advertising and design. I had the honor of representing Australia on the Social Media & Creator Content jury for 2026, which included awarding the inaugural Best Use of TikTok category.

As it turns out, being asked to write about The One Show is also hard. What can I say that hasn’t already been said?

Yes, the work will make you green with envy. You’ll find yourself saying, “I wish I’d done that,” over and over. Yes, it’s a luxury to sit in a room with the industry’s brightest minds to dissect world-class ideas. And yes – the jury rooms are absolutely freezing.

After two days of debating, dissecting, and championing the work, I left with a powerful reminder of how impactful this industry can be at its best. Generally, the work that rose to the top shared three distinct traits: simplicity, prolific impact, and cultural relevance.

Some key themes that stood out were:

Commitment over speed: Speed is now a baseline requirement for brands. The real shift is the level of commitment. Brands are moving beyond the “lone social post” and putting significant time and budget into elevating fleeting moments or individuals.

Small screens with big craft: Social craft is rapidly evolving. While “lo-fi” authentic content still has its place, brands are now investing in Hollywood-level production for the small screen.

Purpose with proof: Purpose-based work is still going strong, but the best ideas didn’t just live in a case study, they created an impact that was impossible to ignore.

Choosing the “Best of Discipline” was a split decision that sparked debate. It wasn’t easy, but that’s the point. I’m leaving re-energised, grateful, and reminded of how lucky we are to do this for a living.

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