Aerial Award winner announced

The winner of November’s Aerial Award is IKEA with their Don’t have a nightmare before Christmas campaign. Ikea are a retail brand with a great reputation for creativity and it’s good to see their irreverent tone executed effectively on radio as well as TV.

Radiocentre’s Head of Creative Development Clare Bowen thought the spot for IKEA in Leeds is an homage to classic horror and the muffled American faux-trailer voiceover makes it stand out from the crowd. The longstanding ‘Wonderful Everyday’ strapline clearly brands the ad and, if you are of the Byron Sharp school of thought, you’ll know that use of consistent sonic elements is an effective way to build and strengthen brands.

This month’s judge was Mark Elwood, founding partner and creative director at 101 London, who said the ad had been executed with the right level of craft. Mark thought there was a ‘good attention to detail, with the casting of voice, the music, the sound design and punchiness of the script. All of which helped this spot cut through among the sea of festive “jingles” invading the airwaves in the run-up to Christmas’. He also shared with us his top three tips for crafting great radio ads. Read them here.

The winning team behind the ad consisted of Liv Adda, Bryn Walters, Matt Leach and Jess Oudôt from Mother.

If you’ve worked on a great radio ad, enter here now for your chance to win.

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