Radio is “not a dying medium” according to Eardrum principal Ralph van Dyk, despite entries to the Cannes Lions category, where McCann scored another Grand Prix, dropping again this year.
Aussie representative and president of the jury, van Dyk said it would only start to die if “agencies start to ignore it”, but the medium is still a good proving ground for good copywriters and directors.
“Radio is a different kind of medium, it’s hard to be innovative when we have only have one sense to appeal to,” he added. “It’s really easy to make a bad radio ad, you just have to turn on your radio and there’s the proof.”
Dumb Ways to Die scooped its third Grand Prix, with McCann Melbourne also picking up two Golds in the category, with judges saying they “threw everything at it”.
Van Dyk added: “We were not just going to go with the Tsunami of good will for this campaign, we wanted to make sure it stands on its own as a radio ad, and it did.
“In a medium filled with great music it still stands out.”
DDB Sydney scored Silver for their work for Volkswagen, while Whybin\TBWA Sydney landed another Bronze for men’s outfitter M.J. Bale.
Australian Radio Lions winners:
Dumb Ways to Die, Metro Trains, McCann Melbourne
Dumb Ways to Die, Metro Trains, McCann Melbourne (2)
Road/Street, Volkswagen Driver Fatigue Technology, DDB Sydney