Radio Lions Grand Prix winner was "Repellent Radio" for Go Outside Magazine by Talent, São Paulo, Brazil.
Ok, so what? Well, President of Rob McLennan said in his President's Message: "I’m really looking forward to working with the world's leading creatives to find the freshest work for one of our oldest mediums."
But if that's really true, why did an idea that is anything but fresh win the Grand Prix? It's as even older than your junior AD or CW.
In 1985, it was done by CIME-FM in Canada: http://goo.gl/iPkdh
In 2007 there was Radio Mosquito in Austria:
In 2010, Graffiti BBDO Bucharest, Romania ran a campaign with this same idea for Magic FM
And all that was just within a 30-second search on google. So, if the agency said in case that's the first ever to use a sound that repels mosquitos in radio, they lied. Of course, one cannot read the write up that went with the entry on the Cannes Lions site.
One other thing is suspicious. The news about winning Grand Prix was revealed on Talent's agency Facebook page 8 hours before the gala in Cannes. WTF?!
After all that "idea" technique won a Ig Nobel Prize in 2007 and it doesn't work and it is even banned in some European countries.
C'mon jury, was there really not anything else more unique, fresh and really cutting edge that could have deserved to win Grand Prix? I guess we know why some folks get so jaded about award shows when the jury can't figure out how to select work that really should get the metals.