[Cannes Lions 2014] South African radio success in Cannes Lions
Three Gold Lions, two Silver Lions and 10 Bronze Lions were also won by SA agencies
Several Lions went to South Africa in the radio category, what is the secret of success of South African radio creativity?
So the door closed for us to quite a large extent in terms of producing our own TV commercials. I think the creativity that used to go into that really started being channelled into radio as an opportunity. And it is now bearing fruit: seven years later it is really bearing fruit. I think it has been a product of a long hard work. Radio is a really important in South Africa.
Everyone has a radio, there are multiple radio stations in South Africa. It is a really important medium because it is cost effective. It is not as expensive as TV, the production expenses are not even near in the TV range. And we have many excellent production facilities in South Africa. So all these things start coming together along with the quality of creatives. We art direct and copywrite work on a radio together because it starts with the thinking and the end goes into the craft and the execution. But it always starts with the team coming up with the idea first. So all these things are in the mix. This year we have had a really good show!
The Grand Prix went to South Africa this year. Why do you think the jury chose this particular work? What made it special?