MANILA – From the Philippines, Ace Saatchi & Saatchi won a Bronze Radio Lion for its ‘Zzz Radio’ Pampers campaign at the Cannes Lions 2014 International Festival of Creativity.
The campaign for Procter & Gamble Philippines was also included in the shortlisted under Direct and Media.
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In a country where mothers can’t afford white noise machines that can help babies sleep, the agency made use of a frequency no one owned, that aired nothing but static and branded it as Pampers ZZZ 99.1 FM, in order to communicate Pampers’ commitment to giving babies uninterrupted sleep.
Also a multiple Lotus winner at AdFest 2014, the campaign has been praised for its genius and simplicity.
