The Radio & Audio Lions celebrate creativity for the airwaves and audio content.
Entries will need to demonstrate ideas that are wired for sound; that is, work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling. Criteria considered during judging will predominantly be the idea and the execution.
Radio & Audio Lions Category Sections
A. Radio & Audio: Sectors
The same entry can be submitted only once in this section.
A01Food & Drink
All food and drinks.
Beauty, cleaning products, other household goods, other FMCG.
Pharma, OTC drugs, wellness.
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
Vehicles, other automotive.
Retail, eCommerce, restaurants, fast food.
Travel, tourism, transport.
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10Consumer Services / Business to Business
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.
A11Not-for-profit / Charity / Government
Government, public information, other not-for-profit, military, charities, non-profit.
A12Corporate Social Responsibility (CSR) / Corporate Image
Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.
B. Excellence in Radio & Audio
B01Use of Music
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 Radio medium (e.g. not a TV script).
B04Casting & Performance
Recognises the overall delivery of the script through performance, where voice performance is integral to the success of the spot. This could include tone and pacing, use of accents or impersonation etc.
C. Innovation in Radio & Audio
Innovative use of the Radio or 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 Radio or Audio content.
C01Use of Radio or Audio as a Medium
Recognises the innovative or creative use of radio or audio as a medium in a campaign. Entries in this category should demonstrate how the radio medium itself was used in a creative and innovative way to communicate the brand’s message.
C02Use of Audio Technology / Voice -Activation
Recognises forward thinking ideas, whose creative use has directly enhanced the experience of the listener. The technology demonstrated should be specifically for the use of radio. This may include use of apps or mobile/web technology, software development, and technology that demonstrates a development in the production process and distribution of audio.
C03Branded Content / PodcastsNew!
Paid-for, sponsored or brand funded content/programming on all audio platforms including radio stations, streaming platforms, podcasts or programme sponsorship. The content should exemplify the brand message/ethos, as well as enhance the experience of the listener.
C04Native Advertising New!
The contextually relevant creation and placement of sponsored messaging within appropriate programming.
C05Campaign Led by AudioNew!
Campaigns with multiple elements or channels that are predominantly audio driven. Entrants will be judged on the innovative integration of the chosen elements or channels throughout the campaign, and must demonstrate how well the different types complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes.
C06Promotional Content for Publishers & NetworksNew!
Original audio content/programming created to promote a media company, network, broadcaster or publisher. Entries will be judged not just on the content, but how it influenced audience perception, drove engagement, and communicated or evolved the identity of the publisher.
D. Culture & Context
Campaigns for brands distributed in a single locality or market which resonated with a specific target audience.
Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo.
Campaigns that aired or ran in a single country / region / market. Entries should describe how the campaign was designed for the specific target market.
D04Social Behaviour & Cultural Insight New!
Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.
D05Breakthrough on a BudgetNew!
Strategic and creative use of modest budgets and/or resources to create maximum impact.
Find the right categories for your work
Just answer a few simple questions about your work and The Category Picker will suggest the most appropriate places to submit your ideas.
Global President, Creative Council and Chief Creative Officer UK, MULLENLOWE LONDON
"Before I learnt to read, I was being read stories. I was being told stories, I was told what to do and what not to do, I was listening (mostly). Then I discovered music on the radio – songs I loved, words I’d learn by heart. My imagination ran wild and good stories unfolded like films in my head. All of these lessons and emotions entered my brain in the form of sound.
Radio still holds that power so is worth shining a light on. Good radio can leave us in awe and when done well is probably the most rewarding medium to experience. There is nowhere the lack of an idea can hide but when there’s a great idea, it opens the mind and rewards the listener.
Let’s find the jewels and prepare ourselves to be surprised.
This is going to be fun.
Let’s hear it."
The Radio & Audio Lions Jury
Jose Miguel Sokoloff
Global President, Creative Council and Chief Creative Officer UK MULLENLOWE LONDON
Jose Miguel Sokoloff is one of the most internationally awarded and respected advertising creatives and peace proponents in the world. Native to Colombia, Jose Miguel's most recognised work for the Colombian Ministry of Defense has propelled him from advertising creative to cultural figure, having spoken and appeared across a variety of widely recognised platforms with mass audiences such as TED Global, NPR's This American Life and WIRED, in addition to the ad industry's most renowned forums such as the Cannes Lions International Festival of Creativity. Jose Miguel's responsibilities as Global President of MullenLowe Group's Creative Council involve leading the networks' top creative talent to continued success for clients' brands in addition to enhancing network integration, collaboration and growth. Under Jose Miguel's creative leadership MullenLowe Group has been named a Cannes Top 10 and Gunn Report Top 10 Global Creative Network, No. 1 Creative Agency by WARC 100, and Unilever's Agency of the Year.
Chief Creative Officer DDB Group Germany
Chief Creative Officer Arnold Worldwide United States
Chief Creative Officer McCann Manila Philippines
Lyranda Martin Evans
Executive Creative Director, Vice President Dentsubos Canada
Executive Creative Director MQWatson Spain
Radio & Audio Producer Rorschach Radio United Kingdom
Music Director Comando S Audio Brazil
Music & Sound Producer Liquid Studios New Zealand
Executive Creative Director Ogilvy SA South Africa
Past winners of the Radio & Audio Lions
2018 · Rothco | Accenture Interactive for The Times/News UK & Ireland
Gold RADIO AND AUDIO > INNOVATION IN RADIO & AUDIO > USE OF AUDIO TECHNOLOGY
In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech. In 2018, using sound design & audio technology The Times brought his Unsilenced speech to the attention of over 1 billion people.