2018 Radio & Audio
MESSAGE FROM JOLANDA
|Client||STICHTING TEGEN KANKER / FONDATION CONTRE LE CANCER|
|Category||C04. Casting & Performance|
|Title||MESSAGE FROM JOLANDA|
|Product/Service||FOUNDATION AGAINST CANCER|
|Entrant||HAPPINESS BRUSSELS Brussels, BELGIUM|
|Idea Creation||HAPPINESS BRUSSELS Brussels, BELGIUM|
|Production||SONHOUSE Brussels, BELGIUM|
|Martine Ceuppens||Stichting tegen Kanker / Foundation Against Cancer||Communication Manager|
|Karen Corrigan||Happiness / An FCB alliance||Executive Creative Management|
|Geoffrey Hantson||Happiness / An FCB alliance||Chief Creative Officer|
|Philippe Fass||Happiness / An FCB alliance||Creative Director|
|Barbara Dzikanowice||Happiness / An FCB alliance||Concet Provider / Creative Content Director|
|Katrien Bottez||Happiness / An FCB alliance||Senior Creative Coach|
|Tine Van Hasselt||Happiness / An FCB alliance||Account Manager|
|Wesley Roaland||Happiness / An FCB alliance||Researcher|
|Remke Faber||Happiness / An FCB alliance||Head of Motion|
|Matthias Vandenbosch||Happiness / An FCB alliance||Motion Designer|
|Lisa Gadeyne||Happiness / An FCB alliance||DOP|
|Sumi Arcos Mina||Happiness / An FCB alliance||DOP|
|Bart Vande Maele||Happiness / An FCB alliance||Agency Producer|
|Thierry Van Durme||SonHouse||Radio Director|
|Brigitte Boonen||Stichting tegen Kanker / Foundation Against Cancer||Expert skin cancer prevention|
|Isabelle Koelman||Happiness / An FCB alliance||Group Account Director|
|Jolanda van Cooten||Voice Over|
Write a short summary of what happens in the radio advertTo make a radio campaign you need to cast a voice. Nothing new here. But what if that voice becomes the idea? The ad begins with a gentle, female -GPS-like- voice uttering some standard, recognizable phrases coming from a sunbed. Phrases all tanning salon visitors recognize such as: ‘You have selected the function Facial Tanner.’ As the female voice continues, we clearly feel there’s an actual woman talking to us. The woman introduces herself and explains that she’s the voice actress behind the voice guide in thousands of sunbeds across Belgium. At the time she recorded the voice over, she didn’t really think about the damaging consequences of sunbed-use. That’s why today she uses her voice for a greater good: a radio ad against sunbed-use by the Belgian Cancer Foundation. She personally urges listeners to stop using sunbeds and warns them about the increased skin cancer risk.
Cultural/Context information for the jury1. Every day more than 100 Belgians are diagnosed with skin cancer. One of the main causes? Sunbeds. Belgium’s weather isn’t exactly its strongpoint. Winters can be cold and dark, driving lots of people (predominantly women < 35) to tanning salons for a quick bronze. More than 1 million people, between 15 and 65 years old have used a sunbed in 2015. 62 % of sunbed users have at least 10 sessions per year, and 23 % more than 20 sessions per year.* (* ADVISORY REPORT OF THE SUPERIOR HEALTH COUNCIL no. 9216 Recommendations on the use of artificial UV devices in Belgium) 2. Almost all sunbeds have a voice guide these days. A female voice that guides you through your tanning session. The biggest distributor of sunbeds in Europe is ‘Ergoline’. Almost all solariums in Belgium are equipped with their sunbeds. And all of them have that same voice.
ScriptMESSAGE FROM JOLANDA – 60 “ SFX sunbed being switched on. SFX sunbed voice guide: ‘Start tanning session. Intensity 8. Facial tanner: activated.’ Jolanda: That voice... SFX sunbed voice guide: ‘You have selected facial tanning.’ Jolanda: That’s me. SFX sunbed voice guide: ‘We hope you’re happy with the results’ Jolanda: My name is Jolanda, and I’m the voice guide inside thousands of sunbeds in Belgium. A job like any other, (pause) so I thought. (pause) Jolanda: Every day more than 100 Belgians are diagnosed with skin cancer. One of the main causes? The use of sunbeds. That’s why today I’m using my voice for a greater good. (long pause) Please, do NOT use sunbeds. You increase your risk of getting melanoma, the most aggressive form of skin cancer, by 20% And if you’re under 35, you increase the risk by 75%. Avoid sunbeds. Avoid skin cancer. A message from the Belgian Cancer Foundation, (pause) and myself.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.