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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
RAD IO JUDGINGAT CANNES Australia’s representative on the Radio Jury, Ralph van Dijk from Eardrum Australia wins by a Snicker in this report for CB “WELL HELLO THERE” I said to the Qantas flight attendant, “my name’s Raif, I ’m f lying long-ha ul, today’s my 40th… you do the math.” And she did. She worked out that if she ran he r t rolley into my knee every 120 minutes, I wouldn’t sleep for 14 hours. Happy blo ody birth - day. Journey aside, judging at Cannes is an unforgettable experience. Fancy hotel, sun, stimulating people, VIP access, and an organization as well oiled as the locals. But after 2 d ays and 1 200 radio ads between us , it wasn’t only the juror ’s ear s t hat were numb. To ease the mon otony I bro ke out of our f reezing room an d esc aped to the roof with my j udging pack . Others followed and thi s may now be one of t he few perks for future radio jurors. By day 3, there were murmurs of a 2-minute challenger to Bud Lite. I was a lready ve ry familia r with the Snickers Hoedown epic, h aving judged at AWARD and the Sirens months earlier – with very differing results. The novelty of such a long ad certainly made it stan d out, and it was particularly popular with the Europ ean and South Amer ican judges. The idea was also v ery well executed and li terally hund reds of gre at i deas f ell by the ways ide because they were let down by the casting , the pe rformances or t he di rect ion . In other w ords, they weren’t crafted. van Dijk If radio is the low-hanging Lion at Cannes, why don’t more agencies spend the money to get the execu- tion absolutely right? It’s no co-inci- dence that the last three campaigns to wi n the Gold Siren (complete with trip f or two to Fr ance) were given the care and attention normal- ly associated with a TV campaign. Lets f ace i t, e ven if you double a typical radio budget, i t’s s till pretty cheap. In the end we were all happy with the shortlist and winners. Six golds, nine hotly contested silv ers, and a smattering of bronzes. On a person- al note I was thrilled to have direct- ed six of the wi nning ads. B ut all that time standing outside the jury room l ike an expectant father does your head in. One trend worth noting about the winners was the quality of the writ- ing. I t wasn’t something we had decided t o l ook out for, b ut t he crafted scripts all s tood out for the right reasons (unl ike the 20 ‘hilari- ous’ GPS related scripts). But the Grand Prix really split the jury. After several rounds of anony- mous judging it was down to South Afric a’s G eroni mo Condoms - which invited the l istener to picture our pa rents h avi ng se x - and Hoedown. Both were beautifully written, ex pertly crafted and very effective. The iss ues we debated included original use of the media itself, the challenge of writing something fresh for a lo ng running campaign versus a condom brief, and that Geronimo was perhaps more original but could be for any condom brand. After three hours, Snickers won by one vot e. We were all sworn to secrecy and in t rue Cannes fashion, word was out within forty minutes. One of the jud ges, who’ll remain nameless, sp otted th e Gero nimo crea tives and b lur ted, “Bad luck guy s, you ca me so clos e. Th ose bloody Aussies!” It didn’t take a real man of genius to work out the rest. As Jonas and Paul hit the Gutter Bar early, the South African team was resigned to the Gutted Bar. The best aspect of judging radio is that your dut ies a re ov er by Tuesday, so you have the rest of the week to get s tuck in to all Cannes has to offer. It would be rude not to. The hottest ticket of the week was the one to the Burnett’s bash, wi th my h ero Si r Norman Jay on the decks. After some jiggery-pokery at the door (thanks a gain Heather) I ended up with Mark Tutssel’s pass. The rest is a blur and if anyone has any photos, keep them to yourself. As I stumbled back to the hotel with the sun coming up I was sur- prised to find myself making plans for Cannes 08. I’ve always had a healthy disrespect for these events, but Cannes was different. A little like a huge school reunion, with people you’ve never met. If you get an opportuni ty to go, grab i t wi th b oth h ands . Cannes really satisfies. ‘The tale of the Cannes Grand Prix and many other wonderful radio stories’ - The inspiration behind our unique radio wrap! This year’s annual Campaign Brief Radio Edition is presented as a unique story book style cover, something which Campaign Brief has never done before! The Grim’s Fairy Tale theming features an illustrated Siren singing to enchant a nearby lion in the woods. The cover is designed by the 2007 Radio Lions Grand Prix winner Paul Reardon, and hand illustrated by James McCready. James McCready is a Sydney based illustrator who has recently relocated to Melbourne. His previous works include jobs for Nike, Nestle, Monster Children and Refill magazine. At present, he continues to work for clients across Australia and can be contacted on 0415 053 830. 22 CAM PA I GN B RIE F SE PT E MBE R/OCTOB E R 2 007
November December 2007
July August 2007