Audio & Radio Lions

The innovative or creative use of audio or radio as a medium, with evidence of how it was used in a creative and innovative way to communicate the brand’s message.

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.

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.

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.

The contextually relevant creation and placement of sponsored messaging within appropriate programming.

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.

Including original composition, licensed recordings or adapted/altered versions of an existing recording.

The process of specifying, acquiring, manipulating or generating audio elements, including sound effects, location recordings, ‘Atmos’, etc.

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.

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.

Work for brands that is only distributed in a single locality that resonated with a specific target audience.

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.

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.

Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

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.

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.

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.

All not-for-profit, charity or government work should be entered in the relevant sector and/or D07. Not-for-profit / Charity / Government category in section D. Audio & Radio: Sectors.

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.

Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

All fast-moving and durable consumer goods, including but not limited to food and beverages, 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.

Pharma, OTC drugs, wellness.

If the work has been created for a Charity/NFP, then this should be entered into D07.

Vehicles, other automobiles.

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 shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

Music, film, television, publications and media, books, news, digital platforms and other media.

All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, nonprofit 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.

The word limit for this section is 100 words.

This question is compulsory.

Please select the appropriate medium for your work below.

• Traditional radio spot
• Other audio

There’s no word limit for this section.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There’s no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• Describe the background and context behind the work.
• What creative challenges did the work face?

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Provide a full English translation of any audio.

There’s no word limit for this section.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement)
• change in consumer behaviour (e.g. attitudes, frequency, penetration)
• indications of short-, medium- or long-term sales success (e.g. shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Please outline the innovative elements of the work.

The word limit for this section is 150 words.

This question is compulsory for section A.

Tell the Jury about the use of music.

The word limit for this section is 150 words.

This question is compulsory for B01

Tell the Jury about the sound design.

The word limit for this section is 150 words.

This question is compulsory for B02

Provide the full film script in English.

The word limit for this section is 150 words.

This question is compulsory for B03

Tell the Jury about the casting process.

The word limit for this section is 150 words.

This question is compulsory for B04.

Please comment on how the brand resonated with a specific target audience in a single locality.

The word limit for this section is 150 words.

This question is compulsory for C01.

Please tell us how the work challenged or was different from the brand’s competitors.

The word limit for this section is 150 words.

This question is compulsory for C02.

Please tell us how the work was designed/adapted for a single country / region / market.

The word limit for this section is 150 words.

This question is compulsory for C03.

Please tell us about the social behaviour or cultural insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for C04.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for C05.

Budget details.

Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Tell us about:

• the overall budget
• the breakdown of costs
• how the campaign maximised reach vs expenditure
• the significant impact this adjustment had on the campaign's effectiveness.

We recommend that you provide as much context as possible to understand the budget spend. Please complete as many of these questions as possible. However, we understand that different cases will have different types of results.

The word limit for this section is 150 words.

This question is compulsory for C06.

(Any confidential information should be entered in the confidential information field)

Please tell us how the brand purpose inspired the work.

• Explain how the purpose is ingrained in the core values and mission of the brand’s DNA.
• Discuss the impact of these initiatives on communities, society or the environment.

The word limit for this section is 150 words.

This question is compulsory for C07.

Please tell us how market disruption inspired the work.

The word limit for this section is 150 words.

This question is compulsory for C08.

Please tell us about the cultural engagement that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for C09.