31 YEARS CELEBRATING THE POWER OF IDEAS
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Radio & Audio

Grand LIA

Entrant: HEIMAT, Berlin
Hornbach - "You're Alive. Do You Remember?"

Junior Copywriter: Mo Sadeghi

Junior Art Director: Marco Bienek

Corporate Name of Client: HORNBACH Baumarkt AG

Client Marketing Directors: Thomas Schnaitmann/Julia Ziegelmann

Media Company: Mediaplus, Munich

Agency Account Executives: Matthias von Bechtolsheim/Maik Richter

Agency Account Supervisor: Tim Holtkötter

Agency Account Director: Frauke Bielefeld

Agency Account Managers: Franziska Falk/Franziska Lequen

Agency: HEIMAT, Berlin

Chief Creative Officer: Guido Heffels

Creative Directors: Guido Heffels/Frank Hose/Teresa Jung

Copywriter: Marlon Fischer

Art Director: Felix Pfannmüller

Producers: Marlon Fischer/Guido Heffels

Sound Design Company: LOFT Studios, Berlin

Sound Designer: Thomas Berlin

Audio Engineer: Benjamin Schäfer

Voice-Over: Milton Welsh


Description of the Project:
We hear a manly, rough voice exploring the essence of a material.

From tapping, squeezing and stroking - he explores every pleasurable feeling just by touching it with the bare hands. After the inspiring experience he invites the listener to feel alive and to start the next project.


Radio & Audio
Banking/Financial/Insurance

Bronze Winner

Entrant: Publicis Conseil, Paris
BNP Paribas - "#StudyWithRolandGarros"

Corporate Name of Client: BNP Paribas

Client Supervisors: Bertrand Cizeau/Charlie Boillot/Estelle Couty

Agency Account Managers: Cesar Croze/Eric Forest/Rodolphe Poprawa

Agency Strategic Planners: Corinne Malsert/Sacha Garel/Margot Peyron

Agency: Publicis Conseil, Paris

Executive Creative Directors: Olivier Desmettre/Fabrice Delacourt

Creative Director: Herve Riffault

Copywriters: Loic Andria/Josse Armanet

Art Directors: Loic Andria/Josse Armanet

Social Media Manager: Matthieu Etienne


Description of the Project:
Starter:
A sports commentator opens the live of Study With Roland-Garros and welcome students who will revise for their exams while watching Roland-Garros.

English:
During live game comment, one highschool teacher is building on Wawrinka’s peculiar outfit, to make the point on the correct use of the verb “to wear” in English.
 
Philosophy:
During live game comments, one high school teacher is illustrating a concept from Jean-Paul Sartre, a French philosopher, using the image of Djokovic, the famous tennis player.
 
History:
During live game comments, one high school teacher draws the parallel between a Historical fact from the Baccalaureate program with the tennis game situation actually going on.
 
Geography:
During live game comments, one high school teacher uses the comparison of Serena Williams’ wealth with the USA’s one to remind the figure of its exact GDP.

Renberg Cider

Radio & Audio
Beverages

Silver Winner

Entrant: BMF, Sydney
ALDI Australia - "Renberg Cider"

Corporate Name of Client: ALDI Australia

ALDI Marketing Director: Sam Viney

Client Services Director: Daniel Lacaze

Media Company: Maxus, Sydney

Agency Account Director: Peitra Withaar

Agency: BMF, Sydney

Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Creative Team: David Fraser/Dantie Van Der Merwe

Agency Producers: Brooke Mather/Mel Herbert

Sound Design Company: Rumble Studios, Sydney

Sound Designer: Tone Aston


Description of the Project:
ALDI sources its award winning liquor from all over the world. And who better to tell people this than the brewers, winemakers and distillers themselves?

Cultural Context: 
Australians struggle to understand foreign accents. So we didn’t want the makers of ALDI’s award winning imported liquor to be being misunderstood. So we brought in the help of a tri-lingual culturally insensitive translator.

El Toro Macho

Radio & Audio
Beverages

Bronze Winner

Entrant: BMF, Sydney
ALDI Australia - "El Toro Macho"

Corporate Name of Client: ALDI Australia

ALDI Marketing Director: Sam Viney

Client Services Director: Daniel Lacaze

Media Company: Maxus, Sydney

Agency Account Director: Peitra Withaar

Agency: BMF, Sydney

Executive Creative Director: Cam Blackley

Creative Director: Alex Derwin

Creative Team: David Fraser/Dantie Van Der Merwe

Agency Producers: Brooke Mather/Mel Herbert

Sound Design Company: Rumble Studios, Sydney

Sound Designer: Tone Aston


Description of the Project:
ALDI sources its award winning liquor from all over the world. And who better to tell people this than the brewers, winemakers and distillers themselves?

Cultural Context: 
Australians struggle to understand foreign accents. So we didn’t want the makers of ALDI’s award winning imported liquor to be being misunderstood. So we brought in the help of a tri-lingual culturally insensitive translator.

1.  The Everyman Meal - Coloured Weights 2.  The Everyman Meal - Claw Thing 3.  The Everyman Meal - Cherry Lip Balm

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Radio & Audio
Campaign

Gold Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Man Meals - "The Everyman Meal - Coloured Weights", "The Everyman Meal - Claw Thing", "The Everyman Meal - Cherry Lip Balm"

Corporate Name of Client: Yum - KFC

Client Supervisors: Mike Middleton/Thabisa Mkhwanazi/Mike Wood/Hloni Mohope

Agency Senior Account Executive: Bridget Christensen

Agency: Ogilvy & Mather Johannesburg, Johannesburg

Worldwide Chief Creative Officer: Khai Meng Tham

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O'Kelly

Creative Director: Molefi Thulo

Copywriter: David Krueger

Art Director: Tammy Retter

Agency Producer: Alison Ross

Producers: Louis Enslin/Theo Potgieter

Recording Studio: Produce Sound, Johannesburg/The O, Johannesburg

Voice-Over: James Alexander/Asher Stoltz/Brian van Niekerk/Jannes Eiselen/Dan Retter/
    Justin Oswald/Jason Dicks/Robert Hart/Terry McKenna/Molefi Thulo/Melusi Mhlungu/
    David Krueger


Description of the Project:
Several men from all walks of manhood come to find affirmation that they can still be manly, despite appreciating the things that are perhaps not traditionally manly. KFC takes on the role of a reaffirmer, almost like a radio talk show psychologist, comforting and encouraging the men, and letting them know that they are still men, let no one tell them otherwise. Because no matter what kind of man you are, you can always appreciate the KFC Man Meals - it’s not just for burly hammer wielding jocks, it’s for every man.

Testing - Umbrella Testing - Sun Loungers Testing - Outdoor Chair

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Radio & Audio
Campaign

Silver Winner

Entrant: 303 MullenLowe, Perth
IKEA - "Umbrella", "Sun Loungers", "Outdoor Chair"

Corporate Name of Client: IKEA

Client Marketing Director: Nigel Richardson

Agency: 303 MullenLowe, Perth

Chief Creative Officer: Richard Berney

Executive Creative Director: Joe Hawkins

Production Company: Soundbyte

Directors: Brad Habib/Joe Hawkins

Senior Executive Producer: Kelly Dobbin

Audio Engineer: Brad Habib

Voice-Over: Johan Tjaeder/Jonas Edner/Ingrid Paxton


Description of the Project:
IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability.
 
To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was fit for Australian conditions.  So they pretended to be Australian when they tested it.
 
Cultural Context:
As IKEA’s furniture testers are Swedish, their idea of Australia and what Australian’s say is stereo-typically Australian.
 
In each spot, the Swedish testers use clichéd Australian expressions and words such as;
G’day (Good day/Hello),
No worries, mate (Not a problem/That’s ok)
Snag (sausage),
Take a load off (relax),
Get my tan on (Get a suntan)
Struth (Wow!)
Scorcher of a day (It’s a very hot day)
Hot as (It’s as hot as something that’s very hot)

Guitar Mood Shower

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Radio & Audio
Campaign

Silver Winner

Entrant: Eardrum, Sydney
DAB+ - "Shower", "Guitar", "Mood"

Corporate Name of Client: Commercial Rado Australia

Head of Client Services: Julie Warner

Agency: Eardrum, Sydney

Creative Director: Ralph van Dijk

Copywriter: Dominic Youdan

Agency Producer: Jessie Williams

Recording Studio: Gusto Music, Melbourne

Audio Engineer: Colin Simkins

Artistes: Tom Thum/Toby Truslove/Lucy Honigman

Voice-Over: Lucy Honigman


Description of the Project:
Eardrum's aim was to create a campaign that highlighted the incredible choice of stations available on digital radio to a new, younger demographic.    

We teamed up with world renowned beat-boxer Tom Thum to create the campaign, which combined his limitless beat generation with digital radio's endless choice. 

The result was a series of distinctive and engaging radio spots, where Tom found himself competing with a new digital radio for his flat-mate's attention.

The Beach The Birds The River

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Radio & Audio
Campaign

Bronze Winner

Entrant: Cossette, Toronto
Kobo - "The Beach", "The Birds", "The River"

Corporate Name of Client: Rakuten Kobo Inc.

VP, Client Leader: Wendy Morgado

Head of Client Services: Alan MacNevin

Client Account Director: Marianne Hamilton

Agency Account Director: Aniesha Farrington

Agency: Cossette, Toronto

Chief Creative Officers: Peter Ignazi/Carlos Moreno

Creative Directors: Marissa Mastenbroek/Jonathan Careless

Copywriters: Marissa Mastenbroek/Jonathan Careless

Agency Producer: Erica Metcalfe

Production Company: Pirate Radio, Toronto

Director: Tom Eymundson

Producer: Maggie Blouin Pearl

Audio Engineer: Ian Boddy


Description of the Project:
The spots in this campaign are composed entirely of actual book titles available from Kobo.

TravelMix TravelMix TravelMix

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Radio & Audio
Campaign

Bronze Winner

Entrant: Les Gaulois, Puteaux
Transavia - "TravelMix", "TravelMix", "TravelMix"

Corporate Name of Client: Transavia

Head of Client Services: Hervé Kozar

Agency Account Director: Elisabeth Billiemaz

Agency Account Manager: Aurore Cornen

Agency: Les Gaulois, Puteaux

Copywriter: Ouriel Ferencz

Production Company: Les Gaulois, Puteaux

Recording Studio: Au Revoir Charlie


Dating App Facelift Political Ad

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Radio & Audio
Campaign

Bronze Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Dating App", "Facelift", "Political Ad"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriters: Rachel Dawer/Steve Grimes/Wendy Mayes

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Bieber

Radio & Audio
Conceived & Produced by Station

Bronze Winner

Entrant: The Studio at SCA, Perth
Kinderling - "Bieber"

Managing Director: Evan Kaldor

Head of Creativity: Matt Dickson

Corporate Name of Client: Kinderling

Client Account Director: Grant Tothill

Recording Studio: The Studio at SCA, Perth


Description of the Project:
To promote a new Radio Station just for kids, we used humour to point out the fact that kids don't like the same music adults do.

Hungry Reporter

Radio & Audio
Confections/Snacks

Silver Winner

Entrant: BBDO Toronto, Toronto
Snickers - "Hungry Reporter"

Corporate Name of Client: Mars Canada

Agency Account Executive: Jamie Faltl

Agency Account Directors: Ariel Vinizki/Rachel Selwood

Agency: BBDO Toronto, Toronto

Executive Creative Directors: Denise Rossetto/Todd Mackie

Copywriter: Matt Hubbard

Art Director: Mike Schonberger

Agency Producer: Terry Kavanagh

Production Company: Pirate Group, Toronto

Director: Tom Eymundson

Audio Engineer: Ian Boddy


Psychic

Radio & Audio
Confections/Snacks

Bronze Winner

Entrant: DDB South Africa, Johannesburg
Skittles - "Psychic"

Corporate Name of Client: Wrigley

Client Account Manager: Tawanda Sibaya

Client Marketing Director: Regina Karani

Agency Account Director: Tsitsi Dhlamini

Agency Account Manager: Kate Servas

Agency Strategic Planner: Thandolwethu Mafongosi

Agency: DDB South Africa, Johannesburg

Chief Creative Officer: Liam Wielopolski

Copywriter: Lawrence Katz

Art Directors: Nicola Wielopolski/Melissa Grundlingh

Agency Producer: Dimakatso Mookodi

Directors: Louis Enslin/Liam Wielopolski/Lawrence Katz/Nicola Wielopolski/
    Melissa Grundlingh

Recording Studio: Produce, Johannesburg

Sound Design Company: Produce, Johannesburg

Audio Engineer: Louis Enslin

Voice-Over: Tony Mapulanga/Sabelo Mtshali/Adam Behr


Description of the Project:
In the wacky and weird world of Skittles, anything goes. In this ad our Psychic Skittles chewing employee is perfectly in tune with his colleagues actions.

Womb Radio - Mother

Radio & Audio
Direction

Silver Winner

Entrant: Eardrum, Sydney
Gendercide Campaign - "Womb Radio - Mother"

Corporate Name of Client: Stop the Gendercide Campaign

Agency: Ogilvy, Singapore

Production Company: Eardrum, Sydney

Director: Ralph van Dijk

Producer: Jessie Williams

Recording Studio: Song Zu, Sydney

Audio Engineer: Abby Sie

Artiste: Tara Seymour

Voice-Over: Jessica Douglas Henry


Description of the Project:
An Innocent child's voice adds impact to this haunting, poetic treatment illustrating the horrors of female gendercide.


Radio & Audio
Direction

Silver Winner

Entrant: Pirate Group Inc., Toronto
Snickers - "Hungry Reporter"

Corporate Name of Client: Mars Inc.

Agency Account Executive: Jamie Faltl

Agency Account Directors: Ariel Vinizki/Rachel Selwood

Agency: BBDO Toronto, Toronto

Executive Creative Directors: Denise Rossetto/Todd Mackie

Copywriter: Matt Hubbard

Art Director: Mike Schonberger

Agency Producer: Terry Kavanagh

Production Company: Pirate Group Inc., Toronto

Director: Tom Eymundson

Producer: Colleen Murphy

Recording Studio: Pirate Group Inc., Toronto

Audio Engineer: Ian Boddy


Description of the Project:
Hunger gets the best of a typical reporter on air when his weather, traffic and news update transitions into a rant about his deadbeat son still living at home. The cause of the escalating anger isn’t revealed until the end: he was just hungry and needed a Snickers bar.

Psychic

Radio & Audio
Direction

Bronze Winner

Entrant: DDB South Africa, Johannesburg
Skittles - "Psychic"

Corporate Name of Client: Wrigley

Client Account Manager: Tawanda Sibaya

Client Marketing Director: Regina Karani

Agency Account Director: Tsitsi Dhlamini

Agency Account Manager: Kate Servas

Agency Strategic Planner: Thandolwethu Mafongosi

Agency: DDB South Africa, Johannesburg

Chief Creative Officer: Liam Wielopolski

Copywriter: Lawrence Katz

Art Directors: Nicola Wielopolski/Melissa Grundlingh

Agency Producer: Dimakatso Mookodi

Directors: Louis Enslin/Liam Wielopolski/Lawrence Katz/Nicola Wielopolski/
    Melissa Grundlingh

Recording Studio: Produce, Johannesburg

Sound Design Company: Produce, Johannesburg

Audio Engineer: Louis Enslin

Voice-Over: Tony Mapulanga/Sabelo Mtshali/Adam Behr


Description of the Project:
In the wacky and weird world of Skittles, anything goes. In this ad our Psychic Skittles chewing employee is perfectly in tune with his colleagues actions.

The Box You Can't Beat - 'Shower'

Radio & Audio
Direction

Bronze Winner

Entrant: Eardrum, Sydney
DAB+ - "The Box You Can't Beat - 'Shower'"

Corporate Name of Client: Commercial Rado Australia

Head of Client Services: Julie Warner

Agency: Eardrum, Sydney

Creative Director: Ralph van Dijk

Copywriter: Dominic Youdan

Agency Producer: Jessie Williams

Production Company: Eardrum, Sydney

Director: Ralph van Dijk

Recording Studio: Gusto Music, Melbourne

Audio Engineer: Colin Simkins

Artistes: Tom Thum/Toby Truslove

Voice-Over: Lucy Honigman


Description of the Project:
The aim was to create a campaign that highlighted the incredible choice of stations available on digital radio to a new, younger demographic.    

We teamed up with world renowned beat-boxer Tom Thum to create the campaign, which combined his limitless beat generation with digital radio's endless choice. 

The result was a series of distinctive and engaging radio spots, where Tom found himself competing with a new digital radio for his flat-mate's attention.

Womb Radio - Baby Bonnet

Radio & Audio
Direction

Bronze Winner

Entrant: Eardrum, Sydney
Gendercide Campaign - "Womb Radio - Baby Bonnet"

Corporate Name of Client: Stop the Gendercide Campaign

Agency: Ogilvy, Singapore

Production Company: Eardrum, Sydney

Director: Ralph van Dijk

Producer: Jessie Williams

Recording Studio: Song Zu, Sydney

Audio Engineer: Abby Sie

Artiste: Sasha Rose

Voice-Over: Jessica Douglas Henry


Description of the Project:
An Innocent child's voice adds impact to this haunting, poetic treatment illustrating the horrors of female gendercide.

The Beach

Radio & Audio
Electronic Equipment

Bronze Winner

Entrant: Cossette, Toronto
Kobo - "The Beach"

Corporate Name of Client: Rakuten Kobo Inc

VP, Client Leader: Wendy Morgado

Head of Client Services: Alan MacNevin

Client Account Director: Marianne Hamilton

Agency Account Director: Aniesha Farrington

Agency: Cossette, Toronto

Chief Creative Officers: Peter Ignazi/Carlos Moreno

Creative Directors: Marissa Mastenbroek/Jonathan Careless

Copywriters: Marissa Mastenbroek/Jonathan Careless

Agency Producer: Erica Metcalfe

Production Company: Pirate Radio, Toronto

Director: Tom Eymundson

Producer: Maggie Blouin Pearl

Audio Engineer: Ian Boddy


Description of the Project:
The spots in this campaign are composed entirely of actual book titles available from Kobo.

The Birds

Radio & Audio
Electronic Equipment

Bronze Winner

Entrant: Cossette, Toronto
Kobo - "The Birds"

Corporate Name of Client: Rakuten Kobo Inc

VP, Client Leader: Wendy Morgado

Head of Client Services: Alan MacNevin

Client Account Director: Marianne Hamilton

Agency Account Director: Aniesha Farrington

Agency: Cossette, Toronto

Chief Creative Officers: Peter Ignazi/Carlos Moreno

Creative Directors: Marissa Mastenbroek/Jonathan Careless

Copywriters: Marissa Mastenbroek/Jonathan Careless

Agency Producer: Erica Metcalfe

Production Company: Pirate Radio, Toronto

Director: Tom Eymundson

Producer: Maggie Blouin Pearl

Audio Engineer: Ian Boddy


Description of the Project:
The spots in this campaign are composed entirely of actual book titles available from Kobo.

The River

Radio & Audio
Electronic Equipment

Bronze Winner

Entrant: Cossette, Toronto
Kobo - "The River"

Corporate Name of Client: Rakuten Kobo Inc.

Head of Client Services: Alan MacNevin

Client Account Director: Marianne Hamilton

Agency Account Director: Aniesha Farrington

Agency: Cossette, Toronto

Chief Creative Officers: Peter Ignazi/Carlos Moreno

Creative Directors: Marissa Mastenbroek/Jonathan Careless

Copywriters: Marissa Mastenbroek/Jonathan Careless

Agency Producer: Erica Metcalfe

Production Company: Pirate Radio, Toronto

Director: Tom Eymundson

Producer: Maggie Blouin Pearl

Audio Engineer: Ian Boddy

VP, Client Leader: Wendy Morgado


Description of the Project:
The spots in this campaign are composed entirely of actual book titles available from Kobo.

Testing - Outdoor Chair

Radio & Audio
Home Furnishings/Appliances

Silver Winner

Entrant: 303 MullenLowe, Perth
IKEA - "Outdoor Chair"

Corporate Name of Client: IKEA

Client Marketing Director: Nigel Richardson

Agency: 303 MullenLowe, Perth

Chief Creative Officer: Richard Berney

Executive Creative Director: Joe Hawkins

Production Company: Soundbyte

Directors: Brad Habib/Joe Hawkins

Senior Executive Producer: Kelly Dobbin

Audio Engineer: Brad Habib

Voice-Over: Johan Tjaeder/Jonas Edner/Ingrid Paxton


Description of the Project:
IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability.
 
To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was fit for Australian conditions.  So they pretended to be Australian when they tested it.
 
Cultural Context
As IKEA’s furniture testers are Swedish, their idea of Australia and what Australian’s say is stereo-typically Australian.
 
In each spot, the Swedish testers use clichéd Australian expressions and words such as;
G’day (Good day/Hello),
No worries, mate (Not a problem/That’s ok)
Snag (sausage),
Take a load off (relax),
Get my tan on (Get a suntan)
Struth (Wow!)
Scorcher of a day (It’s a very hot day)
Hot as (It’s as hot as something that’s very hot)

Testing - Umbrella

Radio & Audio
Home Furnishings/Appliances

Silver Winner

Entrant: 303 MullenLowe, Perth
IKEA - "Umbrella"

Corporate Name of Client: IKEA

Client Marketing Director: Nigel Richardson

Agency: 303 MullenLowe, Perth

Chief Creative Officer: Richard Berney

Executive Creative Director: Joe Hawkins

Production Company: Soundbyte

Directors: Brad Habib/Joe Hawkins

Senior Executive Producer: Kelly Dobbin

Audio Engineer: Brad Habib

Voice-Over: Johan Tjaeder/Jonas Edner/Ingrid Paxton


Description of the Project:
IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability.
 
To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was fit for Australian conditions.  So they pretended to be Australian when they tested it.
 
Cultural Context:
As IKEA’s furniture testers are Swedish, their idea of Australia and what Australian’s say is stereo-typically Australian.
 
In each spot, the Swedish testers use clichéd Australian expressions and words such as;
G’day (Good day/Hello),
No worries, mate (Not a problem/That’s ok)
Snag (sausage),
Take a load off (relax),
Get my tan on (Get a suntan)
Struth (Wow!)
Scorcher of a day (It’s a very hot day)
Hot as (It’s as hot as something that’s very hot)

Testing - Sun Loungers

Radio & Audio
Home Furnishings/Appliances

Bronze Winner

Entrant: 303 MullenLowe, Perth
IKEA - "Sun Loungers"

Corporate Name of Client: IKEA

Client Marketing Director: Nigel Richardson

Agency: 303 MullenLowe, Perth

Chief Creative Officer: Richard Berney

Executive Creative Director: Joe Hawkins

Production Company: Soundbyte

Directors: Brad Habib/Joe Hawkins

Senior Executive Producer: Kelly Dobbin

Audio Engineer: Brad Habib

Voice-Over: Johan Tjaeder/Jonas Edner/Ingrid Paxton


Description of the Project:
IKEA famously puts all of its furniture through stress tests – a series of repetitive tests to check strength and durability.
 
To launch their new range of outdoor furniture in Australia, IKEA’s Swedish furniture testers made sure the furniture was fit for Australian conditions.  So they pretended to be Australian when they tested it.
 
Cultural Context:
As IKEA’s furniture testers are Swedish, their idea of Australia and what Australian’s say is stereo-typically Australian.
 
In each spot, the Swedish testers use clichéd Australian expressions and words such as;
G’day (Good day/Hello),
No worries, mate (Not a problem/That’s ok)
Snag (sausage),
Take a load off (relax),
Get my tan on (Get a suntan)
Struth (Wow!)
Scorcher of a day (It’s a very hot day)
Hot as (It’s as hot as something that’s very hot)

Misassembled BILLY Library

Radio & Audio
Home Furnishings/Appliances

Bronze Winner

Entrant: Bold Ogilvy & Mather, Athens
IKEA - "Misassembled BILLY Library"

Corporate Name of Client: IKEA

Client Marketing Director: IKEA

Agency Account Director: Matina Trigkidou

Agency: Bold Ogilvy & Mather, Athens

Executive Creative Director: Yiannis Sideris

Deputy Executive Creative Director : Lazaros Nikiforidis

Group Creative Director: Lazaros Nikiforidis

Associate Creative Director: Panos Petropouleas

Copywriters: Lazaros Nikiforidis/Panos Petropouleas/George Bousdoukos

Production Company: Foss Productions, Athens

Producer: Ada Molfessis

Recording Studio: Foss Productions, Athens

Editor: Giannis Isaakidis

Sound Design Company: Foss Productions, Athens

Sound Designer: Giannis Isaakidis

Voice-Over: David Cook


Description of the Project:
IKEA furniture require assembly, a process which maybe fun for some but not so for others. And some times what starts off as a library ends up looking like a piece of abstract art. 

We created misassembled radio spots, to demonstrate that when things go wrong trying to put your favorite IKEA furniture together, you can always call the IKEA Assembly Service, an easy and cost and time-effective way to have your furniture put together without even moving a finger. 

LOVE AT FIRST WASH - Sunday Stroll

Radio & Audio
Household Products

Bronze Winner

Entrant: DDB, Dubai
Persil Power Gel - "Love At First Wash - Sunday Stroll"

Corporate Name of Client: HENKEL

Agency Account Executive: Lara Daouk

Agency Account Manager: Sara Ezzeddine

Agency: DDB, Dubai

Executive Creative Director: Firas Medrows

Group Creative Director: Zahir Mirza

Copywriters: Victor Haffling/Kapil Mayekar

Executive Agency Producer: Glory Fayad

Sound Design Company: Mango Jam, Dubai

Sound Designer: Joe Najm


Description of the Project:
Persil Power Gel is without debate the most powerful liquid detergent in the market. Even the toughest of stains don’t stand a chance. They come off one powerful swirl at a time until your favorite clothes are back to looking brand new.


Radio & Audio
Innovative Use of Radio & Audio

Gold Winner

Entrant: HEIMAT, Berlin
Hornbach - "You're alive. Do you remember?"

Corporate Name of Client: HORNBACH Baumarkt AG

Client Marketing Directors: Thomas Schnaitmann/Julia Ziegelmann

Media Company: Mediaplus, Munich

Agency Account Executives: Matthias von Bechtolsheim/Maik Richter

Agency Account Supervisor: Tim Holtkötter

Agency Account Director: Frauke Bielefeld

Agency Account Managers: Franziska Falk/Franziska Lequen

Agency: HEIMAT, Berlin

Chief Creative Officer: Guido Heffels

Creative Directors: Guido Heffels/Frank Hose/Teresa Jung

Creative Director Digital: Gün Aydemir

Copywriter: Marlon Fischer

Junior Copywriter: Mo Sadeghi

Art Director: Felix Pfannmüller

Junior Art Director: Marco Bienek

Producers: Marlon Fischer/Guido Heffels

Sound Design Company: LOFT Studios, Berlin

Sound Designer: Thomas Berlin

Audio Engineer: Benjamin Schäfer

Voice-Over: Milton Welsh


Description of the Project:
We hear a manly, rough voice exploring the essence of a material.

From tapping, squeezing and stroking - he explores every pleasurable feeling just by touching it with the bare hands. After the inspiring experience he invites the listener to feel alive and to start the next project.


Radio & Audio
Innovative Use of Radio & Audio

Gold Winner

Entrant: Publicis Conseil, Paris
BNP Paribas - "#StudyWithRolandGarros"

Social Media Manager: Matthieu Etienne

Corporate Name of Client: BNP Paribas

Client Supervisors: Bertrand Cizeau/Charlie Boillot/Estelle Couty

Agency Account Managers: Cesar Croze/Eric Forest/Rodolphe Poprawa

Agency Strategic Planners: Corinne Malsert/Sacha Garel/Margot Peyron

Agency: Publicis Conseil, Paris

Executive Creative Directors: Olivier Desmettre/Fabrice Delacourt

Creative Director: Herve Riffault

Copywriters: Loic Andria/Josse Armanet

Art Directors: Loic Andria/Josse Armanet


Description of the Project:
Starter:
A sports commentator opens the live of Study With Roland-Garros and welcome students who will revise for their exams while watching Roland-Garros.

English:
During live game comment, one highschool teacher is building on Wawrinka’s peculiar outfit, to make the point on the correct use of the verb “to wear” in English.
 
Philosophy:
During live game comments, one high school teacher is illustrating a concept from Jean-Paul Sartre, a French philosopher, using the image of Djokovic, the famous tennis player.
 
History:
During live game comments, one high school teacher draws the parallel between a Historical fact from the Baccalaureate program with the tennis game situation actually going on.
 
Geography:
During live game comments, one high school teacher uses the comparison of Serena Williams’ wealth with the USA’s one to remind the figure of its exact GDP.


Radio & Audio
Innovative Use of Radio & Audio

Silver Winner

Entrant: BBDO New York, New York
GE - "GE Podcast Theatre presents The Message"

Corporate Name of Client: GE

Media Company: OMD + Giant Spoon, New York

Co-Founder, Giant Spoon: Trevor Guthrie

Giant Spoon Integrated Strategist/Strategist: Corbin Brown

OMD Integrated Strategist/Strategist: Nicholas Papa

Head of Innovation/Associate Director of Innovation/Associate Director, OMD:
    Timothy Gunatilaka/Umberto Castaldo/Denise Centofante

Group Account Director, OMD: Laura Correnti

Account Team: Brandon Fowler/Anna Mills/Marissa Amendolia

Senior Engagement Planner: Rhys Hillman

PR / Marketing Company: Small Girls, New York

Agency: BBDO New York, New York

Worldwide Chief Creative Officer: David Lubars

Chief Creative Officer: Greg Hahn

Executive Creative Director: Michael Aimette

Creative Directors: Tim Roan/Levi Slavin

Junior Copywriter: Darina Khafizova

Junior Art Director: Rachel Moore

Associate Director of Interactive Production: Joe Croson

Interactive Producer: Eric Bloom

Production Company: Panoply Media, New York

Director: Rachel Wolther

Executive Producer: Andy Bowers

Producer: Sarah Lilley

Sound Designer: Brendan Baker

Writer: Mac Rogers



Radio & Audio
Innovative Use of Radio & Audio

Silver Winner

Entrant: HEIMAT, Berlin
Hornbach - "The First Analog Webstore"

Corporate Name of Client: HORNBACH Baumarkt AG

Client Marketing Directors: Thomas Schnaitmann/Julia Ziegelmann

Agency Account Executives: Matthias von Bechtolsheim/Maik Richter

Agency Account Supervisor: Tim Holtkötter

Agency Account Director: Frauke Bielefeldt

Agency Account Managers: Franziska Falk/Franziska Lequen

Agency: HEIMAT, Berlin

Chief Creative Officer: Guido Heffels

Creative Director: Guido Heffels

Copywriter: Marlon Fischer

Art Director: Felix Pfannmüller

Sound Design Company: Nadel Eins Studio, Berlin

Sound Designer: Franz Schütte

Audio Engineer: Benjamin Schäfer

ASMR Artist: Sophia de Mar

Creative Director Digital: Gün Aydemir

Junior Copywriter: Mo Sadeghi

Junior Art Director: Marco Bienek

Digital Company: webguerillas, Berlin


Description of the Project:
In the digital world DIY and gardening stores speak one common Language: Products. Products and products.
But where is the physical satisfaction of a DIY project? 

The sense of touch. the feeling of excitement and juvenile curiosity. 

In spring 2016 HORNBACH started a digital based promotional campaign that switched the HORNBACH web store from digital to analog. 

By using Autonomous Sensory Meridian Response, a high-end 3d recording technology that enables sensory responses from the brain.

Creating the first ever tangible website. An online shopping experience, that brings the joy of interacting with materials to life. Even online. 


Radio & Audio
Innovative Use of Radio & Audio

Silver Winner

Entrant: McCann Worldgroup Romania, Bucharest
Radio XXI - "Go Mono"

Corporate Name of Client: Radio XXI

Head of Client Services: Corina Ghiorghita

Media Company: UM Romania, Bucharest

Media Planner: Victor Croitoru

Agency Account Director: Raluca Fundeanu

Agency Planning Director: Diana Ceausu

Agency: McCann Bucharest, Bucharest

Global Chief Creative Officer: Adrian Botan

Executive Creative Director: Catalin Dobre

Copywriter: Alexandru Vasile

Art Director: Lia Bira

Executive Agency Producer: Tiberiu Munteanu

Agency Producer: Alexandru Platon


Description of the Project:
Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. 

Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio.

To create this behavior of using just one headphone in traffic, Radio 21 created GO MONO jingles.

GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. Romanian Police endorsed our campaign.

GO MONO safety messages went viral on social media. We went MONO in print and outdoor.

4x4ever

Radio & Audio
Original Music

Gold Winner

Entrant: DDB Chicago, Chicago
Jeep - "4x4ever"

Corporate Name of Client: Fiat Chrysler Automobiles

Agency Account Executive: Alexander Wood

Agency Account Director: Gwen Hammes

Agency Planning Director: Josh Drueck

Chief Creative Officer: John Maxham

Creative Directors: Nathan Monteith/Tim Green

Chief Production Officer: Diane Jackson

Production Broadcast Manager: Ryan Hentsch

Agency Music Producer: Linda Bres

Senior Producer: Luke LiManni

Audio Engineer: Nicholas Papaleo

Music Production Companies: Sony/ATV Music Publishing, New York/
    SOUTH Music & Sound Design, Santa Monica

Global Head of Advertising, Film & TV: Brian Monaco

Music Performed By: Morgan Dorr

Song Title: 4x4ever

Agency: DDB Chicago, Chicago


Description of the Project:
For 75 years, Jeep had driven people to new discoveries.

So on advertising’s biggest stage, we decided not to turn to a well-known artist, or an already-famous track.  We decided to introduce the world to something - and someone - new.

We made “4x4ever” – an original piece of content, in partnership with an emerging artist.

What better way to capture the brand’s pioneering spirit, and the curiosity of all those who shared it?

Make Sense Of Music

Radio & Audio
Original Music

Bronze Winner

Entrant: Fuse Adventures In Audio, Singapore
IMI-School of Creative Arts (SOCA) - "Make Sense of Music"

Corporate Name of Client: Institut Musik Indonesia, School of Creative Arts

Agency Account Executive: Ranidya Amanda

Agency Account Director: Ira Alamsyah

Executive Creative Director: Hendra Lesmono

Creative Directors: Wirastomo Hadi/Oni Satriono

Copywriter: Wirastomo Hadi

Agency Producer: Indra Rusmiland

Director: Fuse Adventures In Audio

Audio Engineer: Fuse Adventures In Audio

Music Production Company: Fuse Adventures In Audio, Singapore


Description of the Project:
Radio is a very popular channel for young music lovers in Indonesia, making it a very strong touch point for any music institutes there who'd want to enroll new students.
 
So, when Institute IMI-School of Creative Arts briefed the agency to make a commercial, they immediately thought of radio.

There is a big difference between the way music is perceived by people who understand the inner workings of music those who don’t.
 
With musical knowledge, people absorb music not just from how it sounds, but also from how it’s constructed and how it's played. We want to transfer this experience to our audience by illustrating a song performance from the perspective of a musician listening to it. 

We replicate all the sounds in a song by vocalising the sounds of the instrumental techniques used.

Our piece of music is constructed out of spoken and sung words, which describe and replicate the instrumental techniques used. The piece develops to quirky and fun frenzy, and is recognisable as being in the style of a grunge rock track, but it leaves the listener confused as to why the piece is performed in such a way. The announcer then reveals the reason for the bizarre performance with:
"Make sense of music. Study guitar and music production at Institut Musik Indonesia..."


Radio & Audio
Public Service/Social Welfare

Gold Winner

Entrant: McCann Worldgroup Romania, Bucharest
Radio XXI - "Go Mono"

Corporate Name of Client: Radio XXI

Head of Client Services: Corina Ghiorghita

Media Company: UM Romania, Bucharest

Media Planner: Victor Croitoru

Agency Senior Account Executive: Raluca Fundeanu

Agency Planning Director: Diana Ceausu

Agency: McCann Bucharest, Bucharest

Global Chief Creative Officer: Adrian Botan

Executive Creative Director: Catalin Dobre

Copywriter: Alexandru Vasile

Art Director: Lia Bira

Executive Agency Producer: Tiberiu Munteanu

Agency Producer: Alexandru Platon


Description of the Project:
Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. 

Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio.

To create this behavior of using just one headphone in traffic, Radio 21 created GO MONO jingles.

GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. Romanian Police endorsed our campaign.

GO MONO safety messages went viral on social media. We went MONO in print and outdoor.

Unheard Soldier

Radio & Audio
Public Service/Social Welfare

Silver Winner

Entrant: CP+B, Miami
Mission 22/ Elder Heart - "Unheard Soldier"

Corporate Name of Client: Mission 22

Agency Account Director: Henry Gonzalez

Agency Account Manager: Mary Anne Kavjian

Agency: CP+B, Miami

Executive Creative Director: Gustavo Sarkis

Associate Creative Director: Alvaro Ramos

Copywriters: Derrick Yousefi/Hannah Soloperto

Art Director: Jeff Siegel

Executive Agency Producer: Jason Gagnon

Production Company: Heard City, New York

Sound Designer: Mike Vitacco


Description of the Project:
Mission 22 is an organization that was created to raise awareness for the fact that 22 American veterans commit suicide every day due to PTSD, TBI, and the effects of war. 

In 2013 Sgt. Clay Ward took his own life, but he left behind several recordings in which he discussed his post war-struggles. With the help of his family, we used the words from his story of struggle and reconstructed them into a message of hope.

Girls of Paradise Translation

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Radio & Audio
Public Service/Social Welfare

Silver Winner

Entrant: McCann Paris, Paris
Mouvement du Nid - "Girls of Paradise"

Corporate Name of Client: Mouvement du Nid

Head of Client Services: Grégoire Thery

Media Company: IPG Mediabrands, Paris

Agency Account Supervisor: Bruno Tallent

Agency Account Director: Fiona Ferrier-Weil

Agency Account Managers: Coline Déchelette/Selim Boukhanef/Grégoire Talbot

Agency Strategic Planner: Shadi Razavi

Agency: McCann Paris, Paris

Executive Creative Directors: Riccardo Fregoso/Julien Chiapolini

Copywriter: Gilles Ollier

Art Director: Christophe Rambaux

Executive Agency Producers: Véronique Leblanc/Delphine Devaux

Agency Producer: Caroline de Genis

Agency Music Producer: Isabelle Créchet

Production Companies: MRM / McCANN, Paris

Senior Executive Producer: Dragan Kontic

Executive Producer: Clément Hardouin

Producers: Vianney de Villier/Pierre-Yves Chassaigne

Editor: Medialab Technology

Sound Design Company: Capitaine Plouf, Paris


Description of the Project:
The radio message was part of a digital experience developed for the Mouvement du Nid, a nonprofit organization involved in the fight against prostitution. 

We created a fake escort website, girlsofparadise.sex, on which the prostitutes are already dead, but the clients don't know it yet. Each story is a reconstruction of a real case. When the potential client called or started to chat with one of them he thought was a real prostitute, he was tricked into hearing her real, tragic story. We created 3 radio spots out of these recordings. The radio message aired at a relevant time, one during which the French Parliamentarians was debating over a bill that would make it illegal to pay for sex. 

The campaign furthered the Mouvement du Nid's cause in helping draw attention to the importance of passing this bill.
The message begins with an announcement that the recording is authentic. A short conversation between the client and someone we think is Ines ensues. The client asks for information on her services and rates. Instead of giving the requested details, the girl answers that she is not Ines but a friend of hers and that Ines won't be available as she was thrown off a bridge by her pimp. The client is astonished. The message ends by stating it is a true story, that prostitution is a violent environment and invites the listener to help the Mouvement du Nid to help abolish prostitution.


Radio & Audio
Public Service/Social Welfare

Bronze Winner

Entrant: FCB Brasil, São Paulo
Estadão Digital - "Songs of Violence"

Corporate Name of Client: Estadão Digital

Head of Client Services: Flavio Pestana

Client Account Director: Marcelo Moraes

Client Supervisor: Marcela Dalla Torre

Client Marketing Director: Marcelo Moraes

Media Planners: Fabio Freitas/Cristina Omura/Rebeca Aguiar

Agency Senior Account Executive: Mauro Silveira

Agency Account Executive: Cris Pereira

Agency Account Supervisors: Juliana Peralta/Renato Coelho

Agency Account Director: Anna Santana

Agency: FCB Brasil, São Paulo

Chief Creative Officer: Joanna Monteiro

Executive Creative Director: Fabio Simoes Simon

Copywriter: Vinicius Dalvi

Art Director: Tiago Freitas Gaum

Agency Music Producer: Debora Cassolatto

Editors: Dudu Doria/Rodrigo Resende

Sound Design Company: SAXSOFUNNY, São Paulo

Sound Designers: Zezinho Mutarello/Cezar Brandao

Music Producer: Debora Cassolatto


Description of the Project:
"Songs of Violence" as an idea whose very existence depends on the creative use of data. We used Shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.

Every song lyric and testimonial was reviewed and then the equivalent were matched. This way, songs with rape lyrics, for example, would be paired with rape testimonials. And the audience would listen to an actual experience of someone who suffered the same abuse as the lyrics promotes. 


Movie

Radio & Audio
Public Service/Social Welfare

Bronze Winner

Entrant: lg2, Quebec
La Societe de l'assurance Automobile du Quebec - "Movie"

Corporate Name of Client: La Societe de l'assurance Automobile du Quebec

Client Account Director: Alexandra Laverdière

Media Company: Touché!

Media Planners: Isabelle Baillargeon/Cristina Henriques

Agency Planners: Catherine Darius/Mireille Côté/Alexandra Laverdière

Agency: lg2, Quebec

Creative Director: Luc Du Sault

Copywriter: Andrée-Anne Hallé

Art Director: Andrée-Anne Hallé

Agency Producer: Isabelle Fonta

Sound Design Company: BLVD

Sound Designer: Denis-Éric Pedneault

Translator: Andrew Morgan


Description of the Project:
Awareness radio ad against texting and driving.

Alia Alia English translation

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Radio & Audio
Public Service/Social Welfare

Bronze Winner

Entrant: Ogilvy Germany
Gesicht Zeigen! - "Alia"

Corporate Name of Client:
    Gesicht Zeigen! An association encouraging people to stand against racism in Germany

Heads of Client Services: Uwe-Karsten Heye/Sophia Oppermann/Rebecca Weis

Agency Account Managers: Stephen Kimpel/Iskra Velichkova

Agency: Ogilvy Germany

Chief Creative Officer: Dr. Stephan Vogel

Executive Creative Directors: Tim Stuebane/Birgit van den Valentyn

Copywriter: Jens Friggemann

Art Director: Andreas Richter

Agency Producer: Georg Ilse

Audio Engineer: Nima Gholiagha

Music Production Company: Studio Funk, Berlin


Description of the Project:
The refugee crisis has fundamentally changed the political situation in Germany. Extreme right-wing polemics threaten to become more and more acceptable in the middle of society. A right-wing populist party holds seats in several state parliaments and stirs up people against refugees. The number of attacks on refugee accommodations has trebled in the last 12 month compared to the year 2014. And counting. This leads to  the absurd situation, that refugees who are fleeing the terrors of war do not find the safe haven they so desperately require. Our spot points the finger at this paradox-on and gets people to think and hopefully to act. So the listener is asked to take a stand against the increasing number of right-wing violence in Germany.

Survival Billboard - Terms & Horrible, Horrible Conditions

Radio & Audio
Recreational

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard - Terms & Horrible, Horrible Conditions"

Corporate Name of Client: Microsoft

Xbox EMEA Head of Advertising: Michael Flatt

Media Companies: EMT/Dentsu Aegis, London

Agency Senior Account Executive: Sailesh Jani

Agency Account Executive: Charlotte Walters

Agency Account Director: AJ Coyne

Agency Account Manager: Charlotte Habin

Agency Planner: Thomas Keane

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Interactive Creative Director: Chad Warner

Head of Integrated Production: Sergio Lopez

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

Audio Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
To launch the gritty new Tomb Raider, Xbox created the Survival Billboard - a billboard on which eight people would stand in a test of endurance and inner strength, facing harsh weather conditions controlled by the public. 

The call-for-entries campaign didn't hide the event's terms & conditions (as most ads do). Instead, it made them the focus, going into explicit detail about the horrors that might await potential entrants. 

Written in collaboration between the agency's creative and legal departments, this is long copy that's legally binding.

3.  The Everyman Meal - Cherry Lip Balm

Radio & Audio
Retail

Gold Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Man Meals - "The Everyman Meal - Cherry Lip Balm"

Corporate Name of Client: Yum - KFC

Client Supervisors: Mike Middleton/Thabisa Mkhwanazi/Mike Wood/Hloni Mohope

Agency Senior Account Executive: Bridget Christensen

Agency: Ogilvy & Mather Johannesburg, Johannesburg

Worldwide Chief Creative Officer: Khai Meng Tham

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O'Kelly

Creative Director: Molefi Thulo

Copywriter: David Krueger

Art Director: Tammy Retter

Agency Producer: Alison Ross

Producers: Louis Enslin/Theo Potgieter

Recording Studio: Produce Sound, Johannesburg/The O, Johannesburg

Voice-Over: James Alexander/Asher Stoltz/Brian van Niekerk/Jannes Eiselen/Dan Retter/
    Justin Oswald/Jason Dicks/Robert Hart/Terry McKenna/Molefi Thulo/Melusi Mhlungu/
    David Krueger


Description of the Project:
Several men from all walks of manhood come to find affirmation that they can still be manly, despite appreciating the things that are perhaps not traditionally manly. KFC takes on the role of a reaffirmer, almost like a radio talk show psychologist, comforting and encouraging the men, and letting them know that they are still men, let no one tell them otherwise. Because no matter what kind of man you are, you can always appreciate the KFC Man Meals - it’s not just for burly hammer wielding jocks, it’s for every man.

2.  The Everyman Meal - Claw Thing

Radio & Audio
Retail

Gold Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Man Meals - "The Everyman Meal - Claw Thing"

Corporate Name of Client: Yum - KFC

Client Supervisors: Mike Middleton/Thabisa Mkhwanazi/Mike Wood/Hloni Mohope

Agency Senior Account Executive: Bridget Christensen

Agency: Ogilvy & Mather Johannesburg, Johannesburg

Worldwide Chief Creative Officer: Khai Meng Tham

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O'Kelly

Creative Director: Molefi Thulo

Copywriter: David Krueger

Art Director: Tammy Retter

Agency Producer: Alison Ross

Producers: Louis Enslin/Theo Potgieter

Recording Studio: Produce Sound, Johannesburg/The O, Johannesburg

Voice-Over: James Alexander/Asher Stoltz/Brian van Niekerk/Jannes Eiselen/Dan Retter/
    Justin Oswald/Jason Dicks/Robert Hart/Terry McKenna/Molefi Thulo/Melusi Mhlungu/
    David Krueger


Description of the Project:
Several men from all walks of manhood come to find affirmation that they can still be manly, despite appreciating the things that are perhaps not traditionally manly. KFC takes on the role of a reaffirmer, almost like a radio talk show psychologist, comforting and encouraging the men, and letting them know that they are still men, let no one tell them otherwise. Because no matter what kind of man you are, you can always appreciate the KFC Man Meals - it’s not just for burly hammer wielding jocks, it’s for every man.

1.  The Everyman Meal - Coloured Weights

Radio & Audio
Retail

Gold Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Man Meals - "The Everyman Meal - Coloured Weights"

Corporate Name of Client: Yum - KFC

Client Supervisors: Mike Middleton/Thabisa Mkhwanazi/Mike Wood/Hloni Mohope

Agency Senior Account Executive: Bridget Christensen

Agency: Ogilvy & Mather Johannesburg, Johannesburg

Worldwide Chief Creative Officer: Khai Meng Tham

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O'Kelly

Creative Director: Molefi Thulo

Copywriter: David Krueger

Art Director: Tammy Retter

Agency Producer: Alison Ross

Producers: Louis Enslin/Theo Potgieter

Recording Studio: Produce Sound, Johannesburg/The O, Johannesburg

Voice-Over: James Alexander/Asher Stoltz/Brian van Niekerk/Jannes Eiselen/Dan Retter/
    Justin Oswald/Jason Dicks/Robert Hart/Terry McKenna/Molefi Thulo/Melusi Mhlungu/
    David Krueger


Description of the Project:
Several men from all walks of manhood come to find affirmation that they can still be manly, despite appreciating the things that are perhaps not traditionally manly. KFC takes on the role of a reaffirmer, almost like a radio talk show psychologist, comforting and encouraging the men, and letting them know that they are still men, let no one tell them otherwise. Because no matter what kind of man you are, you can always appreciate the KFC Man Meals - it’s not just for burly hammer wielding jocks, it’s for every man.

Romantic Spanish

Radio & Audio
Retail

Bronze Winner

Entrant: DDB, Dubai
Berlitz Language Centers - Dubai - Lingua Fantastica - "Romantic Spanish"

Corporate Name of Client: Berlitz Language Centers - Dubai

Agency Account Manager: Sara Ezzedine

Agency Strategic Planner: Hend Raafat

Agency: DDB, Dubai

Executive Creative Director: Firas Medrows

Group Creative Director: Zahir Mirza

Copywriters: Victor Haffling/Andreas Schwitter/Iain Stewart

Agency Producer: Glory Fayad

Sound Design Company: Mango Jam, Dubai

Sound Designer: Joe Najm


Description of the Project:
Every language has a unique personality. So no matter what you say in that language, it gets wrapped up in its characteristics. At the Berlitz Language School you learn more than just a language. You learn its personality and tonality, making that language even more wonderful.

3.  The Everyman Meal - Cherry Lip Balm

Radio & Audio
Script Writing

Gold Winner

Entrant: Ogilvy & Mather Johannesburg, Johannesburg
KFC Man Meals - "The Everyman Meal - Cherry Lip Balm"

Corporate Name of Client: Yum - KFC

Client Supervisors: Mike Middleton/Thabisa Mkhwanazi/Mike Wood/Hloni Mohope

Agency Senior Account Executive: Bridget Christensen

Agency: Ogilvy & Mather Johannesburg, Johannesburg

Worldwide Chief Creative Officer: Khai Meng Tham

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O'Kelly

Creative Director: Molefi Thulo

Copywriter: David Krueger

Art Director: Tammy Retter

Agency Producer: Alison Ross

Producers: Louis Enslin/Theo Potgieter

Recording Studio: Produce Sound, Johannesburg/The O, Johannesburg

Voice-Over: James Alexander/Asher Stoltz/Brian van Niekerk/Jannes Eiselen/Dan Retter/
    Justin Oswald/Jason Dicks/Robert Hart/Terry McKenna/Molefi Thulo/Melusi Mhlungu/
    David Krueger


Description of the Project:
Several men from all walks of manhood come to find affirmation that they can still be manly, despite appreciating the things that are perhaps not traditionally manly. KFC takes on the role of a reaffirmer, almost like a radio talk show psychologist, comforting and encouraging the men, and letting them know that they are still men, let no one tell them otherwise. Because no matter what kind of man you are, you can always appreciate the KFC Man Meals - it’s not just for burly hammer wielding jocks, it’s for every man.

Survival Billboard - Terms & Horrible, Horrible Conditions

Radio & Audio
Script Writing

Silver Winner

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard - Terms & Horrible, Horrible Conditions"

Corporate Name of Client: Microsoft

Xbox EMEA Head of Advertising: Michael Flatt

Media Companies: EMT/Dentsu Aegis, London

Agency Senior Account Executive: Sailesh Jani

Agency Account Executive: Charlotte Walters

Agency Account Director: AJ Coyne

Agency Account Manager: Charlotte Habin

Agency Planner: Thomas Keane

Agency: McCann London, London

Chief Creative Officers: Rob Doubal/Laurence Thomson

Creative Directors: Sanjiv Mistry/Jamie Mietz

Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness

Art Directors: Jacob Björdal/Jamie Mietz

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Interactive Creative Director: Chad Warner

Head of Integrated Production: Sergio Lopez

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

Audio Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
To launch the gritty new Tomb Raider, Xbox created the Survival Billboard - a billboard on which eight people would stand in a test of endurance and inner strength, facing harsh weather conditions controlled by the public. 

The call-for-entries campaign didn't hide the event's terms & conditions (as most ads do). Instead, it made them the focus, going into explicit detail about the horrors that might await potential entrants. 

Written in collaboration between the agency's creative and legal departments, this is long copy that's legally binding.

Standing Desk

Radio & Audio
Script Writing

Silver Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Standing Desk"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Rachel Dawer

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Late Train

Radio & Audio
Script Writing

Bronze Winner

Entrant: J. Walter Thompson, London
Berocca - "Late Train"

Business Director: Cris Butler

Creative Team: Neil Dawson/Clive Pickering

Corporate Name of Client: Bayer

Agency Account Director: Alyona Yasnogorodsky

Agency: J. Walter Thompson, London

Executive Creative Director: Russell Ramsey

Agency Producers: Doug Wade/Eleanor-Rose Stamp


Description of the Project:
A usually boring and troublesome everyday activity is met with joy and enthusiasm.This is because Berocca vitamin supplement is proven to make you more energetic and alert. In fact, it turns you into the best you ever.


Radio & Audio
Script Writing

Bronze Winner

Entrant: Pirate Group Inc., Toronto
Snickers - "Hungry Reporter"

Corporate Name of Client: Mars Inc.

Agency Account Executive: Jamie Faltl

Agency Account Directors: Ariel Vinizki/Rachel Selwood

Agency: BBDO Toronto, Toronto

Executive Creative Directors: Denise Rossetto/Todd Mackie

Copywriter: Matt Hubbard

Art Director: Mike Schonberger

Agency Producer: Terry Kavanagh

Production Company: Pirate Group Inc., Toronto

Director: Tom Eymundson

Producer: Colleen Murphy

Recording Studio: Pirate Group Inc., Toronto

Audio Engineer: Ian Boddy


Description of the Project:
Hunger gets the best of a typical reporter on air when his weather, traffic and news update transitions into a rant about his deadbeat son still living at home. The cause of the escalating anger isn’t revealed until the end: he was just hungry and needed a Snickers bar.

Facelift

Radio & Audio
Script Writing

Bronze Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Facelift"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Steve Grimes

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Lingo

Radio & Audio
Script Writing

Bronze Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Lingo"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Wendy Mayes

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


LOVE AT FIRST WASH - Date Night

Radio & Audio
Sound Design

Gold Winner

Entrant: DDB, Dubai
Persil Power Gel - "Love At First Wash - Date Night"

Corporate Name of Client: HENKEL

Agency Account Executive: Lara Daouk

Agency Account Manager: Sara Ezzeddine

Agency: DDB, Dubai

Executive Creative Director: Firas Medrows

Group Creative Director: Zahir Mirza

Copywriters: Victor Haffling/Kapil Mayekar

Executive Agency Producer: Glory Fayad

Sound Design Company: Mango Jam, Dubai

Sound Designer: Joe Najm


Description of the Project:
Persil Power Gel is without debate the most powerful liquid detergent in the market. Even the toughest of stains don’t stand a chance. They come off one powerful swirl at a time until your favorite clothes are back to looking brand new.

LOVE AT FIRST WASH - Barking Puppy

Radio & Audio
Sound Design

Gold Winner

Entrant: DDB, Dubai
Persil Power Gel - "Love At First Wash - Barking Puppy"

Corporate Name of Client: HENKEL

Agency Account Executive: Lara Daouk

Agency Account Manager: Sara Ezzeddine

Agency: DDB, Dubai

Executive Creative Director: Firas Medrows

Group Creative Director: Zahir Mirza

Copywriters: Victor Haffling/Kapil Mayekar

Executive Agency Producer: Glory Fayad

Sound Design Company: Mango Jam, Dubai

Sound Designer: Joe Najm


Description of the Project:
Persil Power Gel is without debate the most powerful liquid detergent in the market. Even the toughest of stains don’t stand a chance. They come off one powerful swirl at a time until your favorite clothes are back to looking brand new.

LOVE AT FIRST WASH - Sunday Stroll

Radio & Audio
Sound Design

Gold Winner

Entrant: DDB, Dubai
Persil Power Gel - "Love At First Wash - Sunday Stroll"

Corporate Name of Client: HENKEL

Agency Account Executive: Lara Daouk

Agency Account Manager: Sara Ezzeddine

Agency: DDB, Dubai

Executive Creative Director: Firas Medrows

Group Creative Director: Zahir Mirza

Copywriters: Victor Haffling/Kapil Mayekar

Executive Agency Producer: Glory Fayad

Sound Design Company: Mango Jam, Dubai

Sound Designer: Joe Najm


Description of the Project:
Persil Power Gel is without debate the most powerful liquid detergent in the market. Even the toughest of stains don’t stand a chance. They come off one powerful swirl at a time until your favorite clothes are back to looking brand new.

Unheard Soldier

Radio & Audio
Sound Design

Bronze Winner

Entrant: CP+B, Miami
Mission 22/ Elder Heart - "Unheard Soldier"

Corporate Name of Client: Mission 22

Agency Account Director: Henry Gonzalez

Agency Account Manager: Mary Anne Kavjian

Agency: CP+B, Miami

Executive Creative Director: Gustavo Sarkis

Associate Creative Director: Alvaro Ramos

Copywriters: Derrick Yousefi/Hannah Soloperto

Art Director: Jeff Siegel

Executive Agency Producer: Jason Gagnon

Production Company: Heard City, New York

Sound Designer: Mike Vitacco


Description of the Project:
Mission 22 is an organization that was created to raise awareness for the fact that 22 American veterans commit suicide every day due to PTSD, TBI, and the effects of war. 

In 2013 Sgt. Clay Ward took his own life, but he left behind several recordings in which he discussed his post war-struggles. With the help of his family, we used the words from his story of struggle and reconstructed them into a message of hope.

Facelift

Radio & Audio
Travel

Silver Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Facelift"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Steve Grimes

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Standing Desk

Radio & Audio
Travel

Silver Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Standing Desk"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Rachel Dawer

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Lingo

Radio & Audio
Travel

Bronze Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Lingo"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Wendy Mayes

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett


Man Bun

Radio & Audio
Travel

Bronze Winner

Entrant: The Richards Group, Dallas
Motel 6 - "Man Bun"

Corporate Name of Client: Motel 6, Inc.

Agency Senior Account Executive: Rob Van Gorden

Agency Account Supervisor: Jenna Wade

Agency Account Manager: Kagan McSpadden

Agency Planning Director: John Baker

Agency: The Richards Group, Dallas

Creative Director: Christopher Smith

Copywriter: Rachel Dawer

Agency Producer: Sheri Cartwright

Production Company: Post Op, Dallas

Senior Executive Producer: Doug Bryan

Executive Producer: Diana Schroeder

Producer: Gannon Kennedy

Audio Engineer: Glenn Ferguson

Music Production Company: Tom Faulkner

Music Composer: Tom Faulkner

Voice-Over: Tom Bodett



Radio & Audio
Use of Music

Silver Winner

Entrant: FCB Brasil, São Paulo
Estadão Digital - "Songs of Violence"

Corporate Name of Client: Estadão Digital

Head of Client Services: Flavio Pestana

Client Account Director: Marcelo Moraes

Client Supervisor: Marcela Dalla Torre

Client Marketing Director: Marcelo Moraes

Media Planners: Fabio Freitas/Cristina Omura/Rebeca Aguiar

Agency Senior Account Executive: Mauro Silveira

Agency Account Executive: Cris Pereira

Agency Account Supervisors: Juliana Peralta/Renato Coelho

Agency Account Director: Anna Santana

Agency: FCB Brasil, São Paulo

Chief Creative Officer: Joanna Monteiro

Executive Creative Director: Fabio Simoes Simon

Copywriter: Vinicius Dalvi

Art Director: Tiago Freitas Gaum

Agency Music Producer: Debora Cassolatto

Editors: Dudu Doria/Rodrigo Resende

Sound Design Company: SAXSOFUNNY, São Paulo

Sound Designers: Zezinho Mutarello/Cezar Brandao

Music Producer: Debora Cassolatto


Description of the Project:
"Songs of Violence" as an idea whose very existence depends on the creative use of data. We used Shazam to identify songs that promote gender-based violence and then match them to actual testimonials of women who suffered identical abuse.

Every song lyric and testimonial was reviewed and then the equivalent were matched. This way, songs with rape lyrics, for example, would be paired with rape testimonials. And the audience would listen to an actual experience of someone who suffered the same abuse as the lyrics promotes. 


'Shower'

Radio & Audio
Use of Music

Bronze Winner

Entrant: Eardrum, Sydney
DAB+ - "The Box You Can't Beat - 'Shower'"

Corporate Name of Client: Commercial Radio Australia

Client Account Director: Julie Warner

Client Account Manager: Shannan Parker

Agency: Eardrum, Sydney

Creative Director: Ralph van Dijk

Associate Creative Director: Dominic Youdan

Copywriters: Ralph van Dijk/Dominic Youdan

Agency Producer: Jessie Williams

Production Company: Eardrum, Sydney

Director: Ralph van Dijk

Producer: Jessie Williams

Recording Studio: Gusto Music, Melbourne

Sound Design Company: Eardrum, Sydney

Audio Engineer: Colin Simkins

Music Performed By: Tom Thum

Voice-Over: Tom Thum/Toby Truslove/Lucy Honigman


Description of the Project:
We used Internationally renowned Beat Boxer Tom Thum to illustrate the variety of channels on offer on Digital Radio using purely his voice.


Radio & Audio
Use of Music

Bronze Winner

Entrant: McCann Worldgroup Romania, Bucharest
Radio XXI - "Go Mono"

Corporate Name of Client: Radio XXI

Head of Client Services: Corina Ghiorghita

Media Company: UM Romania, Bucharest

Media Planner: Victor Croitoru

Agency Senior Account Executive: Raluca Fundeanu

Agency Planning Director: Diana Ceausu

Agency: McCann Bucharest, Bucharest

Global Chief Creative Officer: Adrian Botan

Executive Creative Director: Catalin Dobre

Copywriter: Alexandru Vasile

Art Director: Lia Bira

Executive Agency Producer: Tiberiu Munteanu

Agency Producer: Alexandru Platon


Description of the Project:
Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. 

Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio.

To create this behavior of using just one headphone in traffic, Radio 21 created GO MONO jingles.

GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. Romanian Police endorsed our campaign.

GO MONO safety messages went viral on social media. We went MONO in print and outdoor.