Y&R Israel wins Grand LIA at 24th London International Awards
17 November, 2009
The Grand LIA for the "Doubt" radio campaign by Shalmor Avnon Amichay/Y&R Interactive was created on behalf of The Aids Task Force and was defined as the "Most important Radio Event of the year".
Shalmor Avnon Amichay/Y&R Interactive made history by being the first and only agency in Israel ever to win a Grand LIA at the London International Awards. They won one of just four Grand LIAs awarded this year from a total number of 13,117 entries from 78 countries.
The other Grand LIAs went to Crispin Porter Bogusky's "Whopper Sacrifice" for Burger King, SapientNitro's "Best Job in the World" for Queensland Tourism and AKQA's "Eco:Drive" for Fiat.
The "Doubt" radio campaign which was created to mark the "International Aids Day", increase awareness to the dangers of unprotected sex and have more people get HIV tested did something really special: it created a Radio Event.
Based on the insight that "Every time you have unprotected sex a little doubt is born", SAA/Y&R decided for the first time ever to join all of the country's 20 radio stations to simultaneously broadcast the same spot.
It was broadcasted at 7:59 in the morning, the highest rating time of the day. The spot presented a character called "the little doubt" that is born out of unprotected sex. The doubt nagged listeners to switch radio stations. But no matter how many stations they switched, they could not escape the doubt. Although the campaign ,aired 1 day only results were astounding as the radio spot reached a third of the country's population and drove a 56% increase in traffic to the Aids Task Force website and an unprecedented 41% increase in HIV testing. Barbara Levy, President of London International Awards said:
“We are absolutely thrilled that an agency in Israel has managed to win the highly elusive and coveted Grand LIA. This spot impressed the radio jury and the Jury President in that it did something that no other radio spot had done before. The agency managed to get this spot played on every radio station at the same time. And all pro bono as this is a Public Service/Social Welfare spot. It makes us all look at the potential of radio in a very different manner now,” continued Barbara Levy. “This piece of work elevated the use of the medium to a new level. I suspect this is just the first of many more great pieces of work to come from that part of the world.”
But it seems that the "Doubt" campaign did more than just strike a nerve with the Radio jury. In fact, the organizers of the competition were so impressed with the "Doubt" campaign that it has prompted them to open an entire new category in next year's awards. Doug Zanger, Jury President, said:
"In fact, this radio spot was so good we decided to create an entire new category based just on this spot... The Most Effective Use of the Medium category".
The Radio spot “Doubt” for "International Aids Day” was also honoured with both a Gold and a Silver Statue in the categories Best Use of Medium and Public Service/Social Welfare, respectively.
Apart from Radio, Shalmor Avnon Amichay/Y&R Interactive were also awarded with a Bronze Statue in Digital - Innovation Online for Colgate “Clean the Comments” and received two Finalist Certificates for Telecommunications and Banners/Display. Credits:
Chief Creative Officer: Gideon Amichay
Executive Creative Director: Tzur Golan
Group Creative Director: Amit Gal
Copywriter: Geva Kochba
Art Director: Ran Cory
Account Director: Adam Avnon
Account Supervisor: Shiran Chen
Account Manager: Galia Ashri
Narrators: Gil Komar & Dori Ben Zeev Additional Award of the "Doubt" radio campaign:
London International Awards: 1 Grand LIA in "Best use of Medium", 1Gold, 1 Silver
Cannes 2009: Bronze Lion
One Show: Merit award
New York Festival: 1 Gold, 2 Silver