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World premiere of... The Ad Brief podcast. Episode 1: case studies study.


Hello World it's time to figure out just how Swedish my accent really is (A: not very).

Update The ad brief podcast is now available in iTunes so if you fancy go tell us how much we suck over there too, ie; rate us! ;)

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Ronald McDonald Barnfond 2011, 40 sec, Sweden

The Ronald McDonald Childrens Fund

Campaign - ”Please don’t hang up”

As a parent or relative, saying good night to a child over the phone is the last thing you want to do when the child is going through a tough period of sickness. You’d wanna be there in person. That’s the reason of existence for The Ronald McDonald Houses, and The Ronald McDonald Childrens fund. The aim is to build houses in connection to hospitals around Sweden, to act as a home away from home for the parents and relatives – a place where they can stay while the child is hospitalized.

Copy Writer - Nick Christiansen
Art Director - Joel Ekstrand
Account Director - Pelle Josephson
Account Manager - Jeanette Ytterman
Planner - Karl Wikström

Production company - Sara Haag AB
Director - Sara Haag

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DOXA Documentary Film Festival

Target audience: Anyone interested in film, but more specifically a young urban audience from 21-45.

Communications objective: To develop a radio campaign that would set DOXA apart from other entertainment.

Creative Strategy: The creative strategy was based on an insight that people want alternative forms of entertainment. When it comes to movies, far too often moviegoers are stuck with what Hollywood offers them.

Campaign Description: The campaign highlights many Hollywood movie stereotypes. The radio spots use a film listings, phone-in service to demonstrate the lack of choice and expected storylines found in traditional theaters but then goes on to suggest DOXA as a completely different film experience.

Market commercial ran in Vancouver and the Lower Mainland.

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Cyfra+ - Childproof Commercial (2010) 30' (Poland)

A Polish advertiser takes advantage of presbycusis* an age related hearing loss that prevents suffering adults from hearing certain frequency ranges. In this “childproof commercial”, the producer used an 18,000 Hz sound effect to supposedly annoy younger listeners thereby keeping them away from getting the message.

CYFRA is a leading Polish digital TV provider. Their job was to tell people about their parental control system.

Advertising agency decided to create a commercial for adults and adults only. They took advantage of the scientific fact that people loose their ability to hear high frequency sounds when getting older. According to experts 18,000 Hz can be heard only by people under 21 years of age.

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Buddy Diving School - Breaaaath (2010) 60' (Poland)

It's all about one. One breath. One minute. One commercial. One big: thank you!

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Fashion Intervention - Beachin' - Ontario, Canada

Beachin'; A clothing store that used to mainly cater to male and female skaters. Lately they have regrouped and they've been targeting older females as well (who isn't?). Well, it's back to school time and mom has been busy buying only for herself and forgetting about the kids. Dad calls for a "Fashion Intervention"

Writer: Andy Keating
Producer: Andy Keating

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Radio Presentation for Wide Mouth Media, Saskatchewan, Canada

What do you do when the agency you've been doing some work for says their radio work is drying up. You put a tool in their hands to help them sell radio. Using bits and pieces of some work you have done for them (they also sent work created by others)

The presentation concept and production by: Andy Keating.
Writer of the ads within the presentation: Baron Rackow
Ads number 1, 2, 3, 4 and 6 within the presentation produced by; Andy Keating
Agency: Wide Mouth Media

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Don't despair - you can have the Old Spice man do your voicemail

Miss him already? The Old Spice Man's replies to tweets which was a great thing, has ended - but don't despair if you can't get enough of Isaiah Mustafa's special brand of Old Spice extra hunky, have him read your voice-mail message, like I just did (hit play above). I might not have been able to marry this campaign yet, but I'm getting closer. At the right moment, you know I'll pop the question.

Go here to get your own

I never thought I'd say this in public, but I ❤ Reddit users.

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Hippo - Fight Hunger / Hitler , Stalin, Saddam - radio

Tony Hertz from Hertz Radio in England directed these ads for Hippo, he says;

"I really liked the line 'Hunger is the root of all evil'. Because the concept is so strong and emotionally true it’s an inevitable and logical (if whacky) outcome of the scene and is actually part of the fun. This is unlike so many radio scripts, where the product claim is often the signal that the entertainment is over. It was my first time to work with an Indian agency and with Creativeland Asia was very positive and surprisingly easy despite the distance and time difference."

Agency: Creativeland Asia
ECD: Sajan Raj Kurup, Vikram Gaikwad, Anu Joseph
Creative team: Huzefa Kapadia, Vinit Bharucha, Bryan Elijah
Account services team: Jay Gala, Anjali Khanchandani

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chance lottery- who's the man?

product: chance lottery
chief creative director: Guy Bar
creative director: Eran Bar-Yochai
copywriter: Ran Allon,Tamar Dvir
agency producer: Noga Sagi

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Y&R Lima - League Against Cancer - Baby

The child's voice says:

I'm here inside of you
but you don't know it yet
and that's why every day I get a little bigger.
Sometimes, when you suspect I'm here,
you touch yourself, and try to feel me,
expecting me to give you a sign of life
as if I was going to give you a little kick, or something.
But I'm safely hidden, and getting bigger and bigger.
And your hands are nothing but a gentle caress.
I know that when I grow really big,
you'll give up your life for me.

Male VO: Breast cancer can be growing inside of you. Spot it with a mammography.
Peruvian League against cancer.

credits -
ECD: Flavio Pantigoso
HoA: Tin Sanchez
Creative Team: Daniel Lobatón, Hiroshi Sagawa
Sound: Vinylo

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Scouts Electronicfest PSA (2010) 30 seconds (USA)

The Boy Scouts of America Troop 446, in Scottsdale, Arizona have operated Electronicfest since 1985. It has become the largest electronics swap meet and recycling event in the southwestern United States.

This public service announcement was produced to air on 93.3 KDKB-FM (Mesa, Arizona) in support of Electronicfest.

More information at www.electronicfest.com

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Mercedes - From 0-100 in 4.5 sec. flat (2010) 11 sec. (Israel)

Credits:

Agency: Shalmor Avnon Amichay Y&R Interactive

Name of radio: 0-100 in 4.5 sec. flat

Date: April 2010

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Citroën 2012 (Maya Calendar), 2010, 30', Netherlands

Agency: Euro RSCG Amsterdam
Creatives (CD's): Joost van Praag Sigaar, Laurens Boschman
Sound: Postoffice
Client: Citroën Netherlands
Account: Erica Törnlöw, Esther Alblas

The ad was aired in the first week of April 2010, in the Netherlands (and in Dutch).

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"Where's the Beef" - Coyote McCloud and Clara Peller - 1984

Adgrunts know that Sedelmier shot the famous fluffy bun ad for Cliff Freeman and Partners back in 1984 when Wendy's had the beef, and Clara Peller wondered where it was. But did you know that in 1984 there was a one-hit wonder song written by Nashville, Tennessee DJ Coyote McCloud featuring Clara's crowing for more beef? Flashback to 1984 and that fantastic flash in the pan, here it is. Sing along: A woman can't live by buns alone!

The commercial:

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Pepsi Refresh - "I care about " - (2010) :60 (USA)

AGENCY: TBWA\Chiat\Day, Los Angeles
Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Brett Craig
Interactive Creative Director: Michael Tabtabai
Associate Creative Director: Xanthe Hohalek
Art Director: Dustin Artz
Copywriter: Chris Jones
Managing Director: Erica Hoholick
Account Director: David Dreyer
Management Supervisor: Kristen Latto

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"SDIA" - "Going all the way - Aids day campaign hit song.

Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT".
The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA".

The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only:
See how easy it is to get infected. Get tested!

Musical Production
Written composed and produced by:
Ran Shem Tov and Shiri Hadar - IZABO
Singer: Roni Alter

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Illinois Lottery - Joy someone / Comforter & Pizza guy :60 (USA)

Joy to the world - the unexpected retro version of the holiday classic “Joy To the World” arranged by Spank Music works quite well in radio.

Ad agency: Energy BBDO

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Dead Sea Premier - Turn Back the Clock (2009) "25 (Israel)

Dead Sea Premier sells cosmetic products enriched with minerals from... the Dead Sea.
This year they launched a campaign for their Anti Age series:
A single radio spot was aired, at the precise second that Israel moved the clock back
and ended the daylight savings time.

This single radio spot was promoted with PR before and after it aired, resulting in wide
media coverage and and unusual number of curious radio enthusiasts that stayed awake
until 2 am, just to hear the single spot:

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Otrovin - Unblock (2009) :60 (Switzerland)

"Sweat bicycle chain grease perfume" never sounded this good.

Client: Novartis
Agency: Saatchi & Saatchi Switzerland
Production Company: Jeff Wayne Music
Director : Steve Sidwell
Account managers: Stephanie Rupp & Melanie Foucher
Creative Director: John Pallant
Creative Director: Roger Kennedy
Creative Director: Jean-François Fournon
Copywriter: Dave Govier & Levi Slavin
Producer: Rebecca Williams
Sound Engineer: Tom Heddy

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