Grand LIA: The Grand LIA goes to a campaign that makes you feel with your ears and hear with your fingers: Hornbach. It builds on the "you’re alive" campaign, but with a real added value of audio. The technique is not new, but it’s the first time I see it put to such great and relevant use. It’s a total disruption in the very functional DIY category.
Work: It probably wasn’t the best radio year ever, but that just made the well-timed, well-written and perfectly directed class acts stand out more. KFC won a lot of awards for exactly those reasons. As always, the work had to touch us as human beings first, before we took out our scalpels. We were very meticulous in judging the work in its intended category, to avoid too many freebees. We saw some fresh ideas and unexpected use of the media, compelling content and simply great radio ads. Branded content is clearly finding its way into this category, and that’s excellent news. And finally, a message to all you radio people out there: bring on the funny stuff, the humor category was very very sad, there is a trophy waiting for you.
Jury: There must be about seven people in the world who love radio ads, and they were all in that LIA judging room, a strange and fabulous group from five different countries, with an impressive amount of radio awards between them. Unfortunately for the entrants, the average level of the banter in the room was higher than some of the work. So, those who made it past this wall of sound, definitely deserve their award
Grand LIA: The Grand LIA goes to a campaign that makes you feel with your ears and hear with your fingers: Hornbach. It builds on the "you’re alive" campaign, but with a real added value of audio. The technique is not new, but it’s the first time I see it put to such great and relevant use. It’s a total disruption in the very functional DIY category.Work: It probably wasn’t the best radio year ever, but that just made the well-timed, well-written and perfectly directed class acts stand out more. KFC won a lot of awards for exactly those reasons. As always, the work had to touch us as human beings first, before we took out our scalpels. We were very meticulous in judging the work in its intended category, to avoid too many freebees. We saw some fresh ideas and unexpected use of the media, compelling content and simply great radio ads. Branded content is clearly finding its way into this category, and that’s excellent news. And finally, a message to all you radio people out there: bring on the funny stuff, the humor category was very very sad, there is a trophy waiting for you.
Jury: There must be about seven people in the world who love radio ads, and they were all in that LIA judging room, a strange and fabulous group from five different countries, with an impressive amount of radio awards between them. Unfortunately for the entrants, the average level of the banter in the room was higher than some of the work. So, those who made it past this wall of sound, definitely deserve their award