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.
Category
Broadcast / Single
Annual ID
OS23_RA019M
About the Work
When the 2021 Festive Season arrived in South Africa after the longest eleven months in history, we knew a second jab would be the last thing on the mind of 18- to 24-year-olds, our core market. Plus, nobody had said two words about the one-dose dilemma – the popular false belief that a single shot was adequate protection.
Savanna had the duty to remind our youth that ‘some things only work in twos' - like Pfizer vaccines, #OurBestShot at getting back to normal.
Because our message had to travel far and wide, and radio is a universal mass medium in South Africa, we needed a hardworking spot.
Many South African words use duplicate syllables as in “toyi-toyi”, “what-what”, and “gogo”.
So, we identified all the words that bear repeating, incorporated them into a well-crafted and amusing narrative, and doubled down on the most powerful motivation of all: protecting loved ones.
Savanna had the duty to remind our youth that ‘some things only work in twos' - like Pfizer vaccines, #OurBestShot at getting back to normal.
Because our message had to travel far and wide, and radio is a universal mass medium in South Africa, we needed a hardworking spot.
Many South African words use duplicate syllables as in “toyi-toyi”, “what-what”, and “gogo”.
So, we identified all the words that bear repeating, incorporated them into a well-crafted and amusing narrative, and doubled down on the most powerful motivation of all: protecting loved ones.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Grey Advertising Africa / Johannesburg
Copywriter
Jeff Harvey
Chief Creative Officer
Fran Luckin
Creative Director
Steph Van Niekerk
Executive Creative Director
Felix Kessel
Producer
Linda Hauser
Account Manager
Charlene Morrison
Lerato Mphafi
Lubba Ngonzo
Brand manager
Eugene Lenford
Kaniki Nsunge
Kayla Hendricks
Business Unit Director
Jacqui Howard-Tripp
Marketing director
Natasha Maharaj
Marketing manager
Maija-Liina Hansen-Chipps
Sound engineer
Steve Gounaris
Voice Over
Tj Njozela
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