Definition
In this subcategory the quality of craft will be rewarded in either the production process, or the technical execution of Radio ads. Entries must show that the craft of the work adds something to the idea and pushes the execution.
subcategories
A. Sound Design
The application of sound and the composition of music for commercial design, gaming and advertising projects.Technical excellence in recording, mixing and the synthesis of samples and sound effects will be considered, along with the cohesion of the edit and its impact on the overall piece.
B. Use of Music
The way a track supports the script idea, creates the necessary atmosphere or otherwise delivers on the creative brief will be considered. It can be existing or custom music.
C. Casting & Performance
Recognises the overall execution of the script through performance, where voice performance is integral to the success of the spot.
D. Script
Recognises the ability of script to creatively transform a brand idea or message into an audio context that enhances the experience of the listener and meets the confines of the brief and regional regulations. Scripts should be specific to the Audio medium (i.e. not a TV script)
E. Sonic Branding
Sonic Branding is more than just ‘a jingle’. It is the use of sound to elevate a brand, audible elements should fit within the framework of brand strategy and communication. In this category we will judge how the brand sound represents the identity and values of a brand in a distinctive manner. Includes sonic logos, sounds and mnemonic audio, as well as music curation online and in-store that reinforces a brand’s identity. The jury will reward the quality of craft, the idea behind the execution in relation to the client or brand should be of little to the jury, accepting, of course, that it cannot be ignored completely.
F. Sonic Identity NEW
The use of specific sounds or musical backgrounds that create a brand identity. This includes creating a consistent audio experience across different touchpoints, such as websites, mobile apps, gaming or advertising. The jury will reward the quality of craft, the idea behind the execution in relation to the client or brand should be of little or no consideration to the jury.