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CHANGE THE ANGLE
Agency VML / Singapore + Sixieme Son APAC Pte Ltd / Singapore + For the Right Reasons / Amsterdam + Prism South Africa / Sandton
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About the Work
Research shows that women are 10X more likely than men to be objectified in sports. One of the main perpetrators of this is media cameras – which often focus on women’s breasts, buttocks, thighs and crotches. Sexist camera angles not only objectify female athletes, but also disrespect their skills and achievements. Furthermore, once these footage and photos are published, they also end up on hundreds of websites which are dedicated to sexually exploitative images. Apart from the occasional news headlines, there is little public awareness of this distressing issue.
LUX is a beauty brand with the purpose of inspiring women to rise above everyday sexism and express their beauty unapologetically. LUX has long stood with women against sexism wherever it occurs; and wanted to create awareness of sexist camera angles in sports which has gone unchecked for far too long.
This time round, LUX wanted to stand with women against sexism in sports and break this vicious circle by raising awareness of sexist camera angles and get media camera people to change their behaviour and change the angle of their cameras with actionable guidelines.
LUX sponsored the Durban Open Women’s Beach Volleyball 2023 tournament in South Africa and hijacked the media cameras to expose sexist camera angles during a live broadcast. Instead of wearing our logos, South Africa’s top women beach volleyball players sported QR codes on parts of their bodies where the media cameras tend to focus.
Viewers who scanned the QR code were led to the Change The Angle film where female athletes revealed our message about sexist camera angles. The film ended with a call for media cameras to focus on female athletes’ strengths and prowess; and to follow the simple actionable guidelines included.
To ensure maximum viewership, we partnered with South Africa’s largest sports network, SouthAfrican Broadcasting Corporation (SABC), to broadcast the tournament live to millions of fans. Influencers and other athletes also attended the tournament and helped spread the message further by sharing the QR code.
Change The Angle received 4.7 billion impressions and was picked by more than 377 publications worldwide, including Yahoo, Telegraph, Washington Daily News and Boston Herald among others.
LUX is a beauty brand with the purpose of inspiring women to rise above everyday sexism and express their beauty unapologetically. LUX has long stood with women against sexism wherever it occurs; and wanted to create awareness of sexist camera angles in sports which has gone unchecked for far too long.
This time round, LUX wanted to stand with women against sexism in sports and break this vicious circle by raising awareness of sexist camera angles and get media camera people to change their behaviour and change the angle of their cameras with actionable guidelines.
LUX sponsored the Durban Open Women’s Beach Volleyball 2023 tournament in South Africa and hijacked the media cameras to expose sexist camera angles during a live broadcast. Instead of wearing our logos, South Africa’s top women beach volleyball players sported QR codes on parts of their bodies where the media cameras tend to focus.
Viewers who scanned the QR code were led to the Change The Angle film where female athletes revealed our message about sexist camera angles. The film ended with a call for media cameras to focus on female athletes’ strengths and prowess; and to follow the simple actionable guidelines included.
To ensure maximum viewership, we partnered with South Africa’s largest sports network, SouthAfrican Broadcasting Corporation (SABC), to broadcast the tournament live to millions of fans. Influencers and other athletes also attended the tournament and helped spread the message further by sharing the QR code.
Change The Angle received 4.7 billion impressions and was picked by more than 377 publications worldwide, including Yahoo, Telegraph, Washington Daily News and Boston Herald among others.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
VML / Singapore
PR / Marketing Agency
For The Right Reasons / Amsterdam
Production Company
Prism South Africa / Sandton
Music / Sound Production Company
Sixieme Son APAC Pte Ltd / Singapore
Chief Creative Officer
Marco Versolato
Global Chief Creative Officer
Bas Korsten
Daniel Bonner
Strategy Director
Naomi Lam
Junior Designer
Xin Yin Chia
Senior Creative Director
Ai-Lin Tan
Ricardo Tronquini
APAC Sixieme Son
Florent Adam
Associate Account Director
Deeksha Siwach
Global Creative Officer (Health )
Renata Maia
Global Managing Partner Unilever
Hinoti Joshi
Group Account Director
Fanny Lemasson
Len De Rosales
Head of Production
Gerri Hamill
Offline Editor
Jeremiah Marcelo
PR Director
Jessica Hartley
PR Management
Paula Fisher Priya Veeriah
Prism South Africa
Qondisa Ngwenya
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