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 - Interactive & Mobile Craft

Game On

Agency Ogilvy South Africa / Cape Town + Volkswagen South Africa / Johannesburg

Client Volkswagen South Africa


Visual Craft / Animation

Annual ID


About the Work

The Volkswagen Polo is South Africa's favourite hatch, but rivals are gaining popularity as the Volkswagen brand is viewed as safe and behind the times when it comes to technology. We needed to launch the new Polo with IQ.DRIVE, Volkswagen’s intelligence system, a car aimed at a digitally integrated audience who make up the largest population of gamers, crypto owners and adblocker users.  They embrace technology in all aspect of their lives, and it informs their buying decisions, from their homes and devices to their choice of car. With 49% using adblockers, we needed to play by different rules with a game of our own. Introducing Game On. An interactive campaign that turned our advertising into a gamified, online hunt for this audience’s most treasured currency – NFTs. We started by transforming the city of Johannesburg into an African corner of the Metaverse. We then worked with leading NFT trading platform, OpenSea, to develop a collection of NFTs inspired by these very streets. We then hid them amongst our advertising and invited our audience to find the NFTs through a scavenger hunt across social media. We hyped the release with gamer influencers and teasers. With the community primed, we dropped our gamified ad. We released new clues every day through social. Fans then needed to find the NFTs in our ad, and tweet a screenshot of the NFT using #GameOnVW #NewPolo, in doing so, turned their social feeds into ad space for the new Polo. This campaign set a new benchmark for engagement in the attention economy as millions who avoid ads, were now watching our ad over and over again, whilst turning their social feeds into free ad space for the new Polo. CAMPAIGN EARNED REACH 15,9 Million high affinity audiences reached through earned media CAMPAIGN ENGAGEMENT: • Most viewed advert of 2022 • 93,8% average percentage viewed of the pre-roll video ad • 300 x average Twitter Engagement rate • 179% above average campaign page dwell time SALES RESULTS We exceeded sales target by 12% New Polo sold out

2023 Awards

Total Points: 3




Ogilvy South Africa / Cape Town

Digital Agency

Metalabs South Africa / Cape Town

Client / Brand

Volkswagen South Africa / Johannesburg

Production Company

Patriot Films / Cape Town

Music / Sound Production Company

Field / Cape Town
Resonate / Cape Town

Post Production Company

Priest / Cape Town
The Refinery / Cape Town

Art Director

Annie Bekker


Nic van Reenen

Creative Director

Alex Goldberg


Sam Coleman

Director of Photography

Rory O'Grady

Executive Creative Director

Camilla Clerke

Executive Producer

Cathy Day
Zayd Halim

Sound Designer

Rob Brinkworth

Associate Creative Director

Riaan van Wyk

Global Chief Creative Officer

Liz Taylor

Project Manager

Melissa Forgus

Senior Art Director

Melissa Raath

Strategy Director

Zoe Willems

Animation Studio

Polycat / Cape Town

Brand Consultant

Neo Nkosi
Salusiwe Qomfo

Brand manager

Loryn Symons

Business Director

Muriel Gouws

CEO & Creative Chairman

Pete Case


Kyle Stroebel

Content Editor

Amelia Cohen

Digital artist

Jesse Mason

Drone Team

FC Hamman / Johannesburg / Cape Town

Group Head, 3D Motion Designer

Neill Pretorius

Junior Motion Designer

Nina Roodbol

Managing director

Vicki Buys

Managing Partner

Alexis Ede

Marketing Communications Manager

Bridget Harpur
Meredith Kelly

NFT Consultant

Brendan Louw
Tyrone Rubin

VFX Supervisor / Animation Director

Goddy Roodt

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