‘Dumb Ways to Die’ Takes Radio Category; Third Grand Prix for McCann Campaign
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Radio is alive and well.
That was the message that Cannes judges responsible for choosing winners in the radio category drove home during a press conference at the ad festival in the South of France on Wednesday. Despite the rise in social media, they insisted radio should be viewed by both advertisers and their agencies to connect with consumers — particularly in developing countries.
The jury: The 16-person jury was chaired by Ralph Van Dijk, co-founder and creative director at radio and audio agency Eardrum in London. “We were looking for examples that demonstrated relevance and cleverness,” said Mr. Van Dijk. This jury itself should have won an award for one of the most inventive ideas when it came to the judging process: the addition of a virtual, nonspeaking juror named "Juan," Mr. Van Dijk’s taxi driver from Nice airport to his hotel. Mr. Van Dijk took a picture of the driver and posted it on the jury-room wall. It served as a reminder to keep the listener in mind.
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