The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Consumer Radio / Single
Annual ID
10346R
About the Work
Brief: Support I&J Fish Fingers on radio by reminding consumers that Fish Fingers are packed with Omega3 fatty acids, known to boost memory in growing, young minds.
Solution: Since appetite appeal is best suited to a visual medium like print or television, we used radio to focus on one of the other intrinsic benefits of the Fish Fingers brand: memory-boosting Omega3. We used hyperbole to announce a useful website where moms could find more information about the product; the ridiculously long URL drove home the benefits of giving kids Fish Fingers, with a couple of other plus-points thrown in for good measure.
Solution: Since appetite appeal is best suited to a visual medium like print or television, we used radio to focus on one of the other intrinsic benefits of the Fish Fingers brand: memory-boosting Omega3. We used hyperbole to announce a useful website where moms could find more information about the product; the ridiculously long URL drove home the benefits of giving kids Fish Fingers, with a couple of other plus-points thrown in for good measure.
2010 Awards
Total Points: 5
Merit
Credits
Production Company
BBDO / The Workroom
Creative Director
Ivan Johnson
Mike Schalit
Director
Kyle Cockeran
Writer
Kyle Cockeran
Alexis Beckett
Agency Producer
Carla Bokombe
Related Awards
