Cannes Lions
LUCIDEAS CREATIVE, Kuala Lumpur / NEW STRAITS TIMES / 2014
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Targeting Malaysians who get their news from various unverified sources, this radio commercial lets the listener choose a side. The left speaker plays one piece of information, the right plays conflicting information, to prove just how confusing the news is coming from different sources. This cocktail effect utilizes the left and right stereos to play conflicting scripts– listeners could listen more to the left or right speaker– picking up on the differences. Those idle in traffic or at home could play with the radio’s audio balance and switch left or right. The message: Get the facts from one source– NST
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