Twenty of the thirty South African shortlisted radio submissions collected awards at last week's Cannes Lions Festival, with Ogilvy & Mather Johannesburg scooping the Grand Prix in the category.
The Radio Advertising Bureau of South Africa (RAB) GM, Matona Sakupwanya says, "The number of 'Lions' that South African radio walked away is testament to the growing level of creativity in this medium. We are extremely excited about where South African radio creative is headed and believe that consumers today are inspired by experiences that offer a personal connection; radio is a medium that is all about connection. This is something that brands can tap into and, with international award-winning agencies to work with, the end product can be superb."
"A massive congratulation goes to Ogilvy Johannesburg for flying the South African flag high in the radio category, having received two bronze, silver, gold and a Grand Prix," she concludes.
The advertising agency won gold and Grand Prix for their 'Give me strength' campaign for Lucozade. The series of three light-hearted radio ads played on those moments when you could do with an energy boost. Other winners included FCB Johannesburg, which walked away with a bronze for its Lexus 'Precognition' advert, which was designed in response to the RAB's recent 'On The Spot' challenge. RAB put some of the country's biggest creative agencies 'On The Spot' by asking them to rethink the traditional radio spot.