Irish language television channel TG4 were crowned the overall winners of the Today FM Creative Radio Awards for 2012 with their ‘Time’ campaign.
TG4, creative agency Publicis and media agency MediaVest collected the grand prix of €5,000 cash and €20,000 advertising campaign.
It was chosen as the winner by a team of professionals including Today FM presenter Ian Dempsey.
Speaking about the win, Margaret Colton credited the campaign: “This was a very deserving overall winner for 2012. It is poignant and distinctive through its use of emotionally powerful sound effects and narrative.”
They teamed at Today FM joined forces with the Institute of Creative Advertising and Design (ICAD) to make 2012 the year of the Today FM Creative Radio Award.
Each month in 2012, a commercial that had been broadcast on a national radio station within the previous month was selected. The winning team of media planner, copywriter and marketing manager picked up a classic Roberts Revival digital radio, and the ad was automatically entered into the Today FM ‘Creative Radio’ Grand Prix at the end of the year.
The ads were judged on a number of aspects. They needed to be a single idea that provides information while only getting one message across. The production, sound design and execution of the ad were paramount in the selection. The ads needed to provide cutting edge, be distinctive and stand out from the rest and should always hit a chord with the listener.
Commenting on the win, Creative Director of Publicis, Carol Lambert said: “Effective advertising and creative advertising go hand in hand. Which is why it’s so important for brands to be encouraged by Today FM to reach high creative standards. We’re delighted that Today FM supports TG4’s great work and have rewarded our client with €20,000 worth of radio air space. It makes all the hard work worthwhile.”
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