| Title | GO MONO |
| Brand | RADIO 21 |
| Product/Service | RADIO STATION |
| Category |
C03. Ambient Use of Digital Technology |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Media Placement
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN WORLGROUP |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN BUCHAREST |
EXECUTIVE CREATIVE DIRECTOR |
| ALEXANDRU VASILE |
MCCANN BUCHAREST |
COPYWRITER |
| LIA BIRA |
MCCANN BUCHAREST |
ART DIRECTOR |
| RALUCA FUNDEANU |
MCCANN BUCHAREST |
ACCOUNT DIRECTOR |
| DANA HOGEA |
MCCANN BUCHAREST |
CLIENT SERVICE DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORLGROUP |
CREATIVE PR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA MANAGER |
Brief Explanation
Listening to radio on the streets on their daily strolls is one of the main outdoor activity people do. But most of the time, they are unaware of the danger they are exposing to. Therefore, we interfered in this outdoor activity, by using a new technology which keeps them aware of the traffic, and also enjoying listening radio. Radio 21, a top national radio station in Romania, was the first radio to GO MONO. Through an innovative radio technology, it was created the first song that can only be listened to in one headphone: that is reggae in the left headphone and electro in the right headphone.