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 - Print & Promotional

Parental Control

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

Client Vodacom


Newspaper / Series

Annual ID


About the Work

Background: There are countless online sites and streaming channels that contain inappropriate content. This kind of content comes by freely and is easily accessible – even to children, with no online supervision or protection. When inappropriate content like this is consumed by kids, it really affects how they see the world. It trickles into their playtime and their activities, as well as their thoughts. Vodacom, one of South Africa’s largest mobile communications companies, wanted to let parents know about the dangers of inappropriate content and tell them how their Secure Net Parental Control can block it to provide a safe space online for kids. By simply activating the service online, Vodacom Secure Net parental control can protect children from being exposed to inappropriate adult content. We needed to communicate its purpose to parents, without affecting a younger audience. The Idea: Using kids’ Lego, we created a series of design installations that only parents would understand, to highlight the benefit of Vodacom’s Secure Net Parental Control. The real builds mimicked scenes from some of the most iconic and horrifying films. The installations were made up of more than a combined 5000 Lego pieces, and included unique “easter egg” pieces that were relevant to the different scenes that were built. The builds included; 1. Quintin Tarantino’s Pulp Fiction. 2. Stanley Kubrick’s The Shining. 3. Alfred Hitchcock’s Psycho. 4. Wes Craven’s Nightmare on Elm Street. 5. Paul Verhoeven’s Basic Instinct. The actual builds were photographed and were reimagined as print executions – each portraying a different scene from a different movie. The caption, “DON'T LET YOUR CONTENT BECOME PART OF THEIR PLAY TIME” on the ads gave the instruction to immediately activate Vodacom’s Secure Net Parental Control from your phone by simply dialling a number.

2023 Awards

Total Points: 3



Digital Agency

VMLY&R South Africa / Johannesburg

PR / Marketing Agency

VMLY&R South Africa / Johannesburg

Production Company

Carat / Johannesburg

Media Distribution Company

Carat / Johannesburg

Chief Creative Officer

Debbi Vandeven
Ryan McManus

Creative Director

Warwick Rautenbach


Ernst Lass

Executive Creative Director

Ana Rocha
Nkgabiseng Motau


Michelle Kruger


Lelanie Du preez


John Dippenaar


Atiyya Karodia

Agency Producer

Wendy Machanik

Project Manager

Kelebogile Lekwape

Account Manager

Alexandra White
Sashin Devraj

Marketing director

Jorge Mendes
Thami Majola

Marketing manager

Deidre Lodwig
Mondre Bremmer

Media Manager

Mduduzi Cindi
Ndumiso Mbele
Nokuzola Nquma

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