Radio and Audio > Radio & Audio: Sectors

THE FASTEST SPOT / DHL

WHITE RABBIT, Budapest / FEDEX / 2018

Awards:

Silver Cannes Lions
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MP3 Original Language
Supporting Images

Overview

Credits

Overview

BriefExplanation

We created bite-sized spots specifically developed for digital radio, the fastest spot in the history of the company. Considering 93% of Millennials listen to music with headphones (Source: comScore), we utilized binaural recording, a method of recording sound that uses 2 microphones to send different sounds to the left and right channels.

This allowed us to create a unique experience that efficiently communicated to our audience that FedEx is always faster.

Our work is an auditive experience; it can only be enjoyed and understood by wearing earphones/headphones. Since it deploys the power of binaural recording, both channels can be heard simultaneously.

That’s the only was our idea shows itself to the maximum effect.

In practice it means, that while the left ear hears the word: FEDEX, the left ear hears the name of a competitor – AT THE SAME TIME!

EntrySummary

It's no secret: the attention span of Millennials has been shrinking over the years, along with their patience. They've become almost immune to invasive, out-of-context advertising. So it’s really hard to target them in their fast-paced world, catching their attention.

But Fedex wanted to address this younger generation by giving them an experience that make them realize the speed and effectiveness of their service compared to the competitors.

ScriptInEnglish

(simultaniously)

LEFT EARPHONE: FedEx

RIGHT EARPHONE: DHL

NARRATOR

You see? FedEx is always faster.

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