Unerhört kreativ: Jetzt noch Spots für den Radio Advertising Award 2019 einreichen

Noch bis einschließlich 6. Februar 2019 können Agenturen, Tonstudios und Werbetreibende in den Wettbewerb um den begehrten Radio Advertising Award ziehen. Gefragt sind außergewöhnliche Radiospots und Audio-Ideen, die mit ihrer kreativen Kraft überzeugen. Die Jury um den diesjährigen Vorsitzenden Götz Ulmer (Kreativer & Partner Jung von Matt) freut sich auf Arbeiten, die aufhorchen lassen.

Einreichung unter:

Der Award wird in den Kategorien Best Brand, Best Creative Activation, Best Innovative Idea, Best Storytelling vergeben und natürlich gibt es dieses Jahr wieder den Gewinner des Hörer-Votings, der mit dem Audience Award geehrt wird.

Auch gute regionale Kampagnen sind willkommen und haben Chancen auf eine Trophäe. Sprechen Sie gern ihre Kunden und Tonstudios an.

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Plan for imperfection (After all, that’s where the humanity lies)

The most effective audio, the kind of audio that touches the hearts and minds of its audience, is never perfect. In fact, it’s most likely intentionally imperfect.

You see, we humans aren’t perfect. So when we spot imperfections, we recognise there’s a real human behind what we’re hearing. And that makes it sound authentic.

The same can be said for music. If the vocals are flawless it loses its soul.

Our ears are highly tuned to what’s real and what’s not. Everyone is basically walking around with two bullshit detectors on their head.

So, to ensure your audio sounds as authentic as possible, there are three areas we should seek imperfections — the performance, the recording, and the script.

The performance

If you pay close attention to how people speak, you’ll quickly notice the imperfections. Not only that, people don’t speak the same way they read and write.

We ‘um’ and ‘ah’, stop and start, ramble, our voice breaks, we breathe in the middle of sentences, have f-false starts, mispronounce words, occasionally sound a little husky from a cold (re: hangover)… the list goes on.

A performance containing imperfections separates it from sounding mechanical and untrustworthy. Which is why we should try as hard as we can to capture this humanity, in all its imperfect glory, in every performance.

HBF — Sounds of Nothing

The recording

For the same reasons as above, we also want the quality of our recording to be imperfect. This takes the listeners out of the perfect studio environment and into the “real world”. This is why we add reverb, room tone, and fridge buzzes to the recording.

Another more effective — yet often overlooked — technique is to simply record in the environment relevant to the story you’re telling. This ensures you capture movement in the voices you’re recording, realistic background sounds, and unique and authentic sound effects.

For example, if your script was a conversation between two people in a car, instead of recording a crystal-clear conversation in a studio and adding car SFX after, you could actually record it in a car. Who would’ve thought! It will sound 100 times more authentic than faking it because of the indirect traffic sounds, car reverb, sounds of the car, seat creaks, and clothing movement from the actors inside the car.

Listeners can always tell when something’s been done for real — and spending a little more time on the craft makes your audio (and message) stand out.

McDonald’s — McCafe

McDonald’s — Grand Angus

The script

By the time your script reaches the studio, it’s been through a lot.

It’s been written… rewritten… shown to the creative director… rewritten… shown to the client… rewritten… creative director… rewritten… client… and… eventually… approved!

Any sane, rational human being would want to ensure that this script is recorded exactly as scripted. Word for word. You know the pain and suffering you’ve been through to get this far.

Believe me, we hear you. We absolutely get it.

But you should continue to embrace imperfections by being open to the script changing during the record.

Sometimes the script just isn’t working as well as imagined. Sometimes you (or someone else in the room) will have a suggestion that improves the idea. But the Holy Grail, is to give the actors the freedom to improvise the script during their performance. To not only tweak the script into their own authentic language (or that of the character they’re portraying) but to come up with ideas in the spur of the moment.

Snowy Mountain Brewery

Now, not everyone plans to create imperfect audio. Which is perfect for us. Because it means there’s one final and obvious benefit — our ads will stand out.

The marketplace has never been more cluttered. So creating ads that feel real, authentic, human, and trustworthy is the best way to ensure people pay attention to them amongst the sea of flawless but obnoxiously phoney-sounding messages out there.

Our favourite 10 Cannes audio ads (that actually sell stuff)

What makes festivals like Cannes Lions so inspiring and important for our industry is how each year it raises the bar. Both in terms of creativity & craft, but also in terms of what the work is capable of achieving.

On top of a 5-day hangover and a tan, you leave Cannes with a real fist-pumping, chest-beating sense that the little ads we make each day actually have super powers. They can fight injustice, save lives, right wrongs, and make the world a better place any way imaginable.

It truly is a great feeling, knowing that our work can do more than grease the wheels of capitalism. But this greater purpose and the ever-growing importance festivals place on it, means the work which doesn’t do anything beyond selling stuff tends to be overlooked a little. I mean, how could it not?

So, we wanted to give some love to our top 10 pieces of audio creative that… well, actually sell things.

Wendys: Rap Battle

Wendys has become somewhat of a Twitter phenomenon for the sassy jabs they’ve taken at the competition. Recently, this beef evolved into a rap battle — and their fans demanded more. Not one to back down, Wendys stepped up to the mic and one-upped their Twitter rap battles with a mixtape packed with infectious beats and witty lyrical ties.

With a $0 media spend, the 5-track mix tape ‘webeefin?’ made it to number 1 on Spotify. But above and beyond being an incredible, on-point audio execution, Wendys took their fans on an incredible journey and proved once and for all Wendys is the undisputed rap battle champion of fast food.

Case Study

Twitter Fingers

Volkswagen: People Can’t Stop Themselves

There are loads of benefits to stopping a car accident. But we’ve never seen (well, heard) this lateral leap before. This cringy and memorable Volkswagen campaign highlights how some people just can’t stop themselves (turning innocent situations into socially awkward predicaments) and that’s why Volkswagen’s come with brake assist.



Flight Centre: World Gone Mad

Young people have all the time in the world to travel, right? Wrong. This brilliant campaign paints a horrifying picture of the future to remind young people to travel now, before it’s not fun anymore. Talk about ultimate FOMO.



FedEx: The Fastest Spot

Communicating speed is one of those propositions that’s been floating around since the dawn of time. So, we’re always so exciting to see a fresh approach.

FedEx created short, snappy, and breathtakingly simple spots for digital radio. Listeners would hear “FedEx” in one ear, and their competitor spoken in another. Communicating, without a doubt, that everything about FedEx — even the name — is faster.





Coca-Cola — Share a Coke 1,000 name celebration

Unless your name’s Roxanne, Jude, or a handful of other names immortalised in pop culture, most of us have never experienced the joy of having a song written about us. Until now.

To announce Share a Coke is back, Coke crafted a totally unique song for every name on their bottles. Over 1,000 of them. 1,000! This audio-led campaign launched on radio and digital radio — and it blew up socially from there. It’s not hard to see why. There’s just something about someone singing a ridiculous song about you (and the thousands of other with your name) that makes you feel all warm and fuzzy.

Share a Coke

6. Cell C – IGUGU LEBO

‘Amagugu Alelizwe’ is a traditional South African song sung at funerals. This instantly recognisable song was cleverly reworked to tell people — with Cell C — they no longer have to mourn the loss of their cell phone.

Here’s the script in English below.


The most treasured thing.

The most treasured thing in Lebo’s life was her cell phone.

The most treasured thing.

The most treasured thing in Lebo’s life was her cell phone.

Bubble bathy

Bubble bathy, rubber ducky, taking selfies, looking fly

Perfect angle

Perfect angle, took forever, but she got the right shot

Felt like butter

Felt like butter, slippy, slippy, dropped her cell phone in the bath

Splashy, splashy.

Splashy, splashy… like titanic… sinking to the bottom

Hashtag oops, hashtag ‘ish’, hashtag no cell phone

(Humming under ANNCR…)


{Brethren}…. You wouldn’t have to mourn the loss of your cellphone if you had C Surance from Cell C, which covers you against damage. So if anything happens, you’ll get a new cellphone.


The most treasured thing.

The most treasured thing in Lebo’s life is her cell phone.


Cell C. The power is in your hands.


7. Lysoform – The Last Germ

If Lysoform kills 99.99% of germs, what happens to the remaining 0.01%? This campaign imagines this world, where the last germ left alive comes to grips with his new lonely, post-apocalyptic reality.

The Last Germ

8. Snickers – 3PM Brainstorm

You make bad decisions when you’re hungry. Snickers couldn’t have that. So in this campaign, they imagine group brainstorms that resulted in the horrible, horrible ideas that still haunt us today — like the overly-complicated counter-intuitive microwave button system.


9. Castle Lager – Make a Different Friend

In this campaign, we witness the mystical and confusing behaviour of a stranger. Yet, despite their weirdness, we’re encouraged to make first contact with this strange creature by buying them a Castle Lager, South Africa’s friendship brew. Because meeting someone different than yourself can be wonderful. (I’ll have to take their word for it, enjoy my personal space too much.)

No Sense of Personal Space

10. Lyric Opera of Chicago – Deaths

How do you persuade the younger generation to visit the opera? Simple. This simple yet extremely effective idea showcases that the opera it actually more violent, sinister, and creative than anything that on air today. And that’s just the murders!