The One Show’s Evolving Vision
The One Show 2027 returns with a clear aim: celebrate work that moves business and culture. This year the show foregrounds technology-driven creativity, sports storytelling, and expanded routes for independent and in-house teams to gain global recognition.
New Horizons: AI, Sports, and Creators
CapCut Partnership and Creative Use of AI
The One Club for Creativity has named CapCut, from ByteDance, as its premier global AI partner. That collaboration underpins a new Creative Use of AI discipline that recognises projects where AI is central to idea, craft, or execution. Whether AI assisted concepting, generative visuals, or novel production workflows, entries can showcase how machine learning and human judgment combine to produce creative value.
The One Show Sports
A dedicated Sports discipline celebrates creativity rooted in sport culture, fandom and performance. It aims to reward work that uses sport as a cultural platform to build brands, spark conversations and connect with communities.
Supporting Creators
The One Show has lowered entry fees for individual creators and streamlined single-author submissions. This makes awards access easier for freelancers, AI artists and solo makers who might otherwise be priced out of major festivals.
Valued Returns: Indies and In-House
Independent agencies remain a core focus through The One Show Indies, which highlights nimble teams and boutique thinking. Brand-side and in-house work also receives expanded visibility, reflecting the growing strategic role of internal studios in shaping creative output.
Key Dates and Why It Matters
Entries are open with phased deadlines for early, standard and final submissions. Consult The One Club for Creativity for exact cutoff dates and fee tiers. Winning at The One Show delivers industry credibility, press visibility and client currency, especially for projects that push the boundaries of creative AI and sport-related storytelling.
For creatives using AI, CapCut’s partnership and the Creative Use of AI category offer a clear platform to have experimental, technical and ethical thinking recognised on a global stage.
