Gold Winner

Radio — Public Service/Social Welfare

Entrant: Ogilvy Germany, Frankfurt

HMTM Hannover
"The Absolute Pitch"

Idea: Manuel Rentz Voice-over: Michael Schenk Sound Designer: Andy Schlegel Producer: Stephan Moritz Directors: Manuel Rentz/Matthias Storath Production Company: Studio Funk Berlin, Berlin Copywriter: Manuel Rentz Creative Directors: Matthias Storath/Dr. Stephan Vogel Chief Creative Officer: Dr. Stephan Vogel Agency: Ogilvy Germany, Frankfurt Radio Station: Hitradio Antenne Niedersachen/Radio 21/Radio ffn Agency Account Directors: Michael Fucks/Sophie Gudat Client Account Director: Melanie Bertram Corporate Name of Client: HMTM Hannover (Academy of Music, Theatre and Media)
Description of the Project

The task Development of a radio commercial for the Hannover Academy of Music, Theatre and Media, that aims at a very specific target group: young people with absolute pitch.

The idea People with absolute pitch can identify every tone on the musical scale without any device. They can hear the tones / letters C, D, E, F, G, A and H (German scale). With these tones / letters, you can encode words, that can only be identified by people with absolute pitch.

The solution To make sure that only the most talented young musicians apply for courses at the Academy, we develop an easy and effective barrier: we encode the contact mail address – (German „Chef“ means „boss“) using tones. By doing so, our radio commercial becomes the first round of the qualifying examination.

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