High Five: David Guerrero Reflects on Audio and Radio ahead of Cannes
Cannes made a subtle but important change to this category by reversing the order from Radio and Audio. Like Print and Publishing before it - soon to become Publishing and Print? - it means the judges will be comparing uses of audio with old-school radio spots – still a heavily-used mass medium in much of the world. This selection reflects the rich diversity of this category, and which promises that it will continue to thrive in the future, from audio storytelling, to technical innovation, station partnerships and radio in both integrated and standalone forms. Meanwhile, happy listening...
Smile Makers - 'Audioboobs'
Agency: Mullenlowe Singapore
This is an astounding use of the long-form audiobook format. The campaign uses erotic storytelling to encourage women to check for signs of breast cancer. It takes a much different path to the usual scare tactics around health and works all the better for it.
JBL - 'Guide Play'
Agency: BLKJ Havas x Bolha Comunicação Ltd x Harman International / APA
Panadol - 'Pain Is Everywhere'
Agency: Grey Argentina x Grey Dubai
This is a simple and clear radio idea. It picks up on everyday sources of pain. And highlights them in a set of inviting, ouch-filled stories.
WWF - 'Bleep the Lights'
Agency: Leo Burnett Manila
This is an idea that hacks a royalty-free loophole in using famous pieces of music: get the radio station to do it as part of editorial. The idea of bleeping out the 'light' from famous songs relates nicely to the action required for Earth Hour, which is to switch off the lights.
Mountain Dew - Sounds Like Dew: 'Dew Racing' and 'Dew Battle'
Agency: BBDO Guerrero
Mountain Dew is well established as a favourite soft drink among gamers. We wanted to demonstrate that 'dew', as it is commonly known, is a part of the soundtrack of every game. As the client said, it’s a once-heard, never-forgotten connection.
