Audio & Radio
The Audio & Radio Lions celebrate creativity that is wired for sound - work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams.
Overview
The main criteria considered during judging will be the idea, the execution and the impact.
There is no overall limit to how many times the same piece of work can be entered into Audio & Radio as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘D. Audio & Radio: Sectors’.
In sections B and D each execution constitutes one entry and all executions must have run within the eligibility period.
In sections A and C multiple executions may be entered as one entry. However all audio & radio executions must have run within the eligibility period.
There is no overall limit to how many times the same piece of work can be entered into Audio & Radio as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘D. Audio & Radio: Sectors’.
In sections B and D each execution constitutes one entry and all executions must have run within the eligibility period.
In sections A and C multiple executions may be entered as one entry. However all audio & radio executions must have run within the eligibility period.
A. Innovation in Audio & Radio
Innovative use of the audio medium to communicate a brand’s message. Work that enhances and reinvigorates the consumers’ experience by allowing them to engage with and respond to the audio content.
A01 Use of Audio & Radio as a Medium.
The innovative or creative use of audio and radio as a medium, with evidence of how it was used in a creative and innovative way to communicate the brand’s message.
A02 Use of Audio & Radio Technology.
Forward thinking ideas that directly enhance the experience of the listener. This could include, but not be limited to, use of apps or mobile/web technology, software development and technology that demonstrates a development in the production process and distribution of audio.
A03 Voice Activation.
The innovative application and use of voice platforms and voice-activated technologies to create interactive/immersive storytelling that drives engagement and enhances the experience of the listener.
A04 Branded Content/Podcasts.
Paid-for, sponsored or brand funded content/programming on all audio platforms including radio stations, streaming platforms, podcasts, programme sponsorship, etc. Content that exemplifies the brand message/ethos and enhances the experience of the listener.
* Please provide a sample audio file of up to 30 minutes.
A05 Content Placement.
The contextually relevant creation and placement of sponsored messaging within appropriate programming.
A06 Audio-Led Creativity.
The innovative integration of different audio driven elements or channels that complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes.
A01 Use of Audio & Radio as a Medium.
The innovative or creative use of audio and radio as a medium, with evidence of how it was used in a creative and innovative way to communicate the brand’s message.
A02 Use of Audio & Radio Technology.
Forward thinking ideas that directly enhance the experience of the listener. This could include, but not be limited to, use of apps or mobile/web technology, software development and technology that demonstrates a development in the production process and distribution of audio.
A03 Voice Activation.
The innovative application and use of voice platforms and voice-activated technologies to create interactive/immersive storytelling that drives engagement and enhances the experience of the listener.
A04 Branded Content/Podcasts.
Paid-for, sponsored or brand funded content/programming on all audio platforms including radio stations, streaming platforms, podcasts, programme sponsorship, etc. Content that exemplifies the brand message/ethos and enhances the experience of the listener.
* Please provide a sample audio file of up to 30 minutes.
A05 Content Placement.
The contextually relevant creation and placement of sponsored messaging within appropriate programming.
A06 Audio-Led Creativity.
The innovative integration of different audio driven elements or channels that complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes.
B. Excellence in Audio & Radio
B01 Use of Music.
Including original composition, licensed recordings or adapted/altered versions of an existing recording.
B02 Sound Design.
The process of specifying, acquiring, manipulating or generating audio elements, including sound effects, location recordings, ‘Atmos’, etc.
B03 Script.
Recognises the ability of script to creatively transform a brand idea or message into an audio context that enhances the experience of the listener and meets the confines of the brief and regional regulations.
* Scripts should be specific to the audio medium. Scripts for film work will not be accepted here unless the work ran as standalone audio content.
B04 Casting & Performance.
Recognises the overall delivery of the script through performance, where voice performance is integral to the success of the spot. This may include tone and pacing, use of accents or impersonation, etc.
C. Culture & Context
Audio work that is brought to life through cultural insights and regional context.
If you are submitting more than one execution please upload all executions in a single file with a gap to denote each new execution.
C01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
C02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
C03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
C04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, relying on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
C05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
C06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
C08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
C01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
C02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
C03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
C04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, relying on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
C05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
C06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
C08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
D. Audio & Radio: Sectors
The same entry can be submitted only once in this section.
D01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should enter into D04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
D02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into D07.
D03 Automotive.
Vehicles, other automobiles.
D04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
D05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
D06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
D07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or C07. Corporate Purpose & Social Responsibility category in section C. Culture & Context.
D01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should enter into D04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
D02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into D07.
D03 Automotive.
Vehicles, other automobiles.
D04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
D05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
D06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
D07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or C07. Corporate Purpose & Social Responsibility category in section C. Culture & Context.
What does winning work look like?
THE IMPOSSIBLE CAMPUS | CINEGO 2023
DDB, BUDAPEST SILVER, AUDIO & RADIO LIONS
Cinego, a Hungarian streaming service aiming to popularise film art in the region, successfully tapped into a new audience and increased brand awareness by turning its platform into a tool for academic freedom. By embedding Freeszfe university lectures into its platform, Cinego transformed the everyday viewing experience into an act of support for film art. It took home a Silver Lion in Radio & Audio.