2020 Winner

CASE SUMMARY

In three 30-second radio spots, Sid Lee catalogues years-worth of monotonous audio advertising. The first spot (“Fiber Clean” - see sample on the right) is set to a cliched ukulele stock track; the second ad (“Nature Card”) plays gentle guitar music in the background; and third spot (“All-Wheel Beer”) is set to that rock tune you’ve heard umpteen times. All three are equally meaningless, packing a poignant message for any brand wanting to stand out on the airwaves:“When everyone uses the same stock music, everything sounds the same.” Instead of getting lost in the humdrum of stock-filled audio, the campaign encourages everyone to “sound different” by getting an original tune from Toronto-based audio post-production and recording studio TA2 Sound + Music.

Credits

Jeffrey Da Silva, Executive Creative Director, Sid Lee
Matt Fraracci, Creative Director, Sid Lee
Tim Zimmerman, Art Director, Sid Lee
Alex Bird, Copywriter, Sid Lee
Amanda Loughran, Producer, Sid Lee