Jury president Xolisa Dyeshana, chief creative officer at Joe Public, outlined several key themes that emerged from this year’s Audio & Radio entries. He noted the strong return of big brands to the category, following several years where charity and non-profit campaigns had dominated. FMCG brands in particular made up 33% of entries, 46% of the shortlist and 48% of the final winners.
He noted that humour is becoming an increasingly effective way for brands to cut through, and, that in a challenging world, consumers want to increasingly engage with light-hearted creative.
Finally, Dyeshana said: ‘It’s a really good piece of work, it is exceptionally creative [and] it harnessed the power of music, which is one of the biggest passion point of consumers, and in doing so we felt that it resonated not just with the brand, but also with the medium and with the fans.’
