senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
High Five in association withThe Immortal Awards
Group745

High Five: David Guerrero Reflects on Audio and Radio ahead of Cannes

29/05/2024
Publication
London, UK
203
Share
The chairman and CCO of BBDO Guerrero shares a selection of work comprised of prime examples of the category's rich diversity

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 

This is a fantastic activation for headphone brand JBL. A custom application that allows visually impaired players to take part in videogames by providing audio cues to their spatial position in-game. Although there have been other efforts in this space, this idea fits perfectly with the brand and is accessible to all, as opposed to being limited to a few.



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.

Agency / Creative
SIGN UP FOR OUR NEWSLETTER
More News from Little Black Book
People
Pro Hello: Felipe Franco
21/11/2024
19
0
People
Pro Hello: Amit Gupta
15/11/2024
127
0
ALL THEIR NEWS
Work from Little Black Book
General LBB Intro
Little Black Book
04/11/2024
21
0
Immortal Awards 2024: Webinar and Q&A
The Immortal Awards
19/08/2024
36
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0