Playland is part of the Pacific National Exhibition and operates from April to September. It is BC's premier amusement park with over 30 rides. In 2011 Playland launched The Atmosfear, a ride that takes you up 22 stories (218 feet) and spins you at 70 km/h. Because it was a brand new ride that people hadn’t experienced before we focused on how extreme the ride is. The radio campaign plays on the Austrian origins of the ride to take advantage of the association with German innovation, technology and directness. And, yes, we played on a few stereotypes to get a few laughs.
Finalist
Radio — Retail Campaign
Entrant: Rethink, Vancouver
Playland
"By The Numbers", "Ze Name ", "Teutonic Taunting"
Audio Producer:
Craig Zarazun
Audio Company:
Wave
Audio Engineer:
Craig Warrian
Agency Producer:
Laura Rioux
Copywriter:
Rob Tarry
Creative Directors:
Ian Grais/Chris Staples
Agency:
Rethink, Vancouver
Agency Account Director:
Cameron Walker
Client Account Directors:
Shelley Stevens/Kim Madu/Kari-Lynne Brock
Corporate Name of Client:
Playland
Description of the Project