TBWA\Hunt\Lascaris’ creative radio campaigns win 4 One Show Awards at NYC’s Creative Week


Coming out of the Creative Circle Awards, Hunt Lascaris, best Individual Agency and Best Radio Agency in the World, according to Cannes, has just won four One Show Awards at this year’s Creative Week. The announcement was made on the evening of May 13, in New York.

The One Show presents awards for advertising, interactive and design, and Hunt Lascaris received the following awards: One each of Gold Pencil, Silver Pencil, Bronze Pencil and Merit, for two of its radio campaigns, Flight Centre Student Flights ‘Travel Before It’s Not Fun Anymore’, and Tiger Brands’ Doom ‘Sexy Times’.

Peter Khoury, Chief Creative Officer at Hunt Lascaris, said of the number of awards the agency had won: “We have an unfair share of South Africa’s A-grade talent, who consistently creates iconic work at the speed of culture. The key to our success has been our refocus and retooling of our Disruption methodology”.

Managers of the awards, The One Club, aim to champion and promote excellence in advertising and design in all its forms, and to elevate creative work in the industry. According to its website, “The One Show remains the pinnacle of achievement by providing a showcase of the world’s best work, and by inviting collaboration among individuals who are actively developing outstanding work… And finally, The One Club exists to inspire clients to seek the rewards that come with calculated risks and new ideas.”

Describing the iconic creativity behind the Flight Centre Student Flights campaign, Jenny Glover, Executive Creative Director and writer at Hunt Lascaris said: “Travel is fun when you’re a young student. There are so many possibilities and so few responsibilities, but as you get older and have kids, the opportunities for fun disappear and you’re left with the harsh realities of being a parent. This is the basic premise behind the ‘Travel Before It’s Not Fun Anymore’ campaign idea.”

“This campaign gives young audiences a few very good reasons to take advantage of the Student Flights travel offers, sooner rather than later,” said Glover.

The Flight Centre Student Flights campaign won: A Gold Pencil for the Radio Campaign – ‘Travel Before It’s Not Fun Anymore’; a Bronze Pencil for Radio Music and Sound Design – ‘Beer Fest’ commercial; a Merit Award for Radio Music and Sound Design – ‘Beach Party’ commercial.

For the Tiger Brands’ Doom radio campaign – ‘Sexy Times’, which won a Silver Pencil, Glover explains: “The worst kind of insect in your home, is one that’s breeding and multiplying. And chances are, that’s exactly what they’re doing, having crazy, sexy times on every possible surface of your home. Doom is the fast and deadly solution to the disturbing scenarios painted in these spots,” says Glover.

She adds, “These wins are also further testament to our excellent South African sound engineers. Credit must go to Louis from Produce and Lorens from Sterling, for helping us execute these campaigns to award-winning standards.”

Acknowledging the awards, Khoury says: “It is an honour to represent South Africa on the global stage. We are a small country that punches way beyond our weight, and take more than our fair share of the awards on offer every year, because our ideas have always been bigger than our budgets. Congratulations to all the other South African companies that won at this year’s One Show Awards”.

Both campaigns picked up metal at Cannes last year and have a number of pending finalists/pencils for D&AD, which will be announced next week. The ‘Travel before it’s not fun anymore’ campaign has just launched a bunch of additional media elements including print, outdoor and a second round of radio that the agency will feature at Cannes 2016.

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