Jenny Mak: ‘High Five’ with Little Black Book

Although the traditional radio spot still exists, audio has evolved into a dynamic medium, embracing new technologies and platforms to reach and engage audiences in innovative ways. From content to interactive experiences, there’s never been a more exciting time to experiment with sound…

I love work that makes a real difference in people’s lives, and this idea does just that. Using audio to bank somebody’s voice so they don’t lose it is the ultimate use of the medium. Simple, meaningful and moving. It doesn’t get much better than that.

Instead of following the traditional Super Bowl format, the team at DDB Chicago skipped the 30-second TV ad and made a full 30-minute Broadway musical. Talk about taking marketing’s biggest stage and making it your own.

This is such a great example of audio not being a traditional channel anymore. By creating a mobile-based guided tour that exposed true stories behind stolen artefacts, this idea shone a light on the dark truth behind the British Museum’s collection. A wonderful combination of technology and sound.

We all know that music is a great way to elicit emotion. In this case, sound design has been used to the same effect. An acoustic reconstruction of the Berlin Wall to remember its victims, this is seven minutes and 32 seconds of incredible craft.
Mars Pedigree – ‘Lottery’ x ‘Whack Job’

Agency: Colenso BBDO Auckland
Ok, it wouldn’t be a review on radio and audio without at least one traditional spot. These campaigns for Pedigree still make me laugh. The insight is killer and the writing is so sharp.