Radio Single & Radio Campaign
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The Radio Single & Campaign categories have been designed to provide important recognition for writing innovative creative for radio. When faced with a radio brief a creative has the opportunity to make an ad which both cuts through and attracts notice, as well as using creativity to engage the listener and draw them in.
A Radio Campaign entry consists of no less than three different commercials.
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Radio Craft
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The Craft Award will recognise the quality of Craft as demonstrated in either the production process, or the technical execution of Radio ads. This might take into account the quality of the scriptwriting or acting performance, the skilful use of music or sound design, or the best use of Radio as a Medium. The idea behind the execution in relation to the client or brand should be of little or no consideration, accepting, of course, that it is often integral to the ad and cannot be ignored completely.
If the ad gives a pleasurable or memorable experience, regardless of the subject, product, client or idea, then it may succeed in the Craft category, even if it is not awarded in the Single or Campaign categories.
The judges will consider the level of the emotional bond with the work and whether the craft of the work adds something to the idea and pushes the execution.
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