The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Creative Use of Data

Anti High-jack Ads

Agency VMLY&R South Africa / Johannesburg + Carat / Johannesburg

Client Vodacom


Innovation & Transformation / Innovation in Data

Annual ID


About the Work

There are over 800 000 drivers in South Africa that use the navigation app Waze to move around the country. The problem is that the app takes the drivers on the fastest route to their destination, and not the safest. In South Africa, there are over 30 000 hijackings reported in a year. The current solution is street signs that are placed in crime hotspots. Vodacom, South Africa’s largest data and mobile telecommunications company, wanted to find a new way to keep our roads safer, using their wide network coverage and data. We cross-referenced national police data with car-tracker data and historical reports to determine the roads where most hijack incidents occurred. Once identified, we used the data to create a geo-fence of real-time Waze ads, placed around the most dangerous roads. The mobile ads were activated by the driver’s approach, which alerted them of the possible danger ahead. It gave them the option to be rerouted around the crime hotspot without having to change their end destination – all communicated through the most popular navigation app in the country. The efforts were bolstered by using real-time data to deploy live ads to new hijack zones as they were reported – focusing on high-risk periods and times of day.

2023 Awards

Total Points: 3



Digital Agency

VMLY&R South Africa / Johannesburg

Production Company

Carat / Johannesburg

Media Distribution Company

Carat / Johannesburg

Art Director

Fumani Khumalo

Chief Creative Officer

Debbi Vandeven
Ryan McManus

Creative Director

Warwick Rautenbach


Adam Whitehouse

Executive Creative Director

Ana Rocha
Nkgabiseng Motau


Atiyya Karodia

Agency Producer

Wendy Machanik

Account Manager

Alexandra White

Marketing director

Jorge Mendes
Thami Majola
Thato Soato

Marketing manager

Deidre Lodwig

Media Manager

Matthew Arnold
Ronnel Mudaly


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