Saatchi & Saatchi, Clems and Leo Burnett on song in Radio Lions

By Rosie Baker | 19 June 2014
 

Australia took home three Radio Lions as Samsung, Mars and Capi water all hit a high note with judges.

Clemenger BBDO Melbourne’s campaign for Mars M&Ms took silver, as did Saatchi & Saatchi’s work for Capi Sparkling water and the radio component for Samsung’s S:Drive safe driving activity created by Leo Burnett Sydney.

Vince Lagana, Leo Burnett creative director, said: “I think we [the Australian industry] are getting better at it and trying different things. I was impressed with the quality of work from this year and how it really stood up to the rest of the world – there’s a couple of silver winners in there.

“I think [radio] is maybe not as glamorous as some of the other mediums, but there’s an opportunity in radio to talk to people, and something like Lucozade has the power to get people talking and getting people talking about radio ad isn’t easy because it isn’t a TV ad.”

The Grand Prix was awarded to Lucozade and Ogilvy & Mather Johannesburg for its series of monologue style spots that ran in South Africa.

The judges said it showed "real, genuine radio craft" with no gimmicks, adding that the jury panel couldn't find anything to criticise. 

Lagana told AdNews that in way it was shame the jury didn’t hand the Grand Prix to an entry that was not a traditional radio spot, to demonstrate how radio advertising is becoming more integrated with programming. Around 10% of the entries were for non-traditional radio ad content.

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