My radio jury experience in Cannes was, to borrow a phrase from a famous (but old) movie, surreal but nice.
I was at first intimidated with the idea of judging alongside seasoned and well-respected advertising professionals from all over the world. But my fears were soon put to rest as the sessions started. To my surprise, there were no prima donnas nor overly egotistical judges that dominated the discussions or railroaded others’ opinions. Around the room were individuals who simply had a genuine appreciation and a good ear for radio.
The entries were actually the bigger surprise. Coming from the last year’s winner, Berlin Wall of Sound, one would expect a cacophony of technology-ridden radio commercials that would render the medium almost unrecognizable. Instead what we got was a slew of good ‘ol radio as we know it – excellently crafted and a joy to hear.
NOTHING BEATS A GOOD IDEA
One thing I really appreciated about the jury was you couldn’t fool them. With 1400 entries to sift through, only those that had a really good idea survived. If it was elaborately produced but had no concept or too long that it was over-indulgent or wonderfully voiced but poorly written or not suited to the product or audience, it wouldn’t make it. As we listened to radio after radio after radio, only those that still managed to stand out and hit a nerve were deemed worthy. These were in fact the common factors among all the winners. They were all strong ideas that were perfectly written and produced.
THE WINNERS
From the beginning, the KFC “Still A Man” campaign was a crowd favorite. From the shortlist to the metal rounds, the spots never failed to amuse and bring about an LOL. What was more telling was despite having listened to the ads several times, it was still always a pleasure to hear. Also in most cases, a series of ads would become predictable after hearing one. The individual KFC spots however always surprised and managed to have unexpected punch lines that made each one delightful in its own. In all the categories it was finalist in — radio & audio, script and casting & performance — the campaign was consistently awarded a Gold Lion.
Then there was the Dove Campaign. These series of ads were simple but truly powerful. The idea cleverly brings home the point by making one realize that if one single message can make us notice things about our bodies, how much more the thousands of messages young girls are bombarded with everyday. What’s wonderful about this campaign is how it gets you involved, inevitably reeling you in till you’re caught and then delivers its final message. This too won a Gold Lion for Radio & Audio.
The third Gold Lion went to Football Memories for Libero for Use of Radio – Use Branded Content/Programming. Apart from the unique use of radio, what made this special was the idea that was grounded on a very local insight but nevertheless struck an emotional chord in everyone. Madrid’s love for football has been a passion that has been passed on from generation to generation. This preoccupation with the sport was used by Libero to help the elderly who are suffering from Alzheimer’s fight the disease. Football matches from past eras were aired on podcast which brought back not only happy memories but were also a form of therapy for the elderly suffering from Alzheimer’s.
Líbero – Football Memories FM from André Toledo on Vimeo.
There are many more that are also worthwhile listening to that had excellent concepts and crafting. My personal favorites and recommendations though would be the Vodafone, Paper Plus and Skittles campaigns.
A CASE FOR RADIO
The most interesting part of the judging for me came when we discussed the Grand Prix. This was introduced by one of the judges to be the statement piece of the category. It would let the audience know where radio is at and where the medium was going. That said, there was a strong inclination to go for the campaign that had technological innovation since that seems to be where everything was going. However, as the discussion progressed, the combined charm, wit and idea of the KFC Campaign could not be denied. Yes, it was “traditional” radio, but the statement it sent was radio, in all its traditional glory, was still stronger than the glamor of technology.
To me, it was a message of hope. It’s no secret that our industry has not caught up with the technological advancements of first world advertising. I look at the winners and even finalists in the other categories and I think, “Wow, how can we compete with that? We didn’t even know that kind of technology existed!” It’s not to say that only the highly technical ones win. But what’s great about this year’s radio winner is it shows that a good idea, crafted to perfection, even without the trappings of technology, can win. Even a Grand Prix! And that to me, somehow evens out the playing field. So if you’ve never considered radio in Cannes before, I strongly suggest you do so now. It’s could be your best chance at getting that elusive Lion.
