In the morning people usually set their alarm clocks to full or half past the hour. Lots of them choose radio stations instead of regular alarm clock tones to wake them up. That is why we have broadcast our radio spots at 7:00, 7:30 and 8:00 o'clock sharp, postponing the news that are always broadcast at these hours. We had even set the jingle starting the commercial break to play a few seconds before the full hour and half past the hour. This way, when their radio alarm clocks went off, people could hear commercials that sounded like an alarm.
Silver Winner
Radio — Innovative Use of Radio
Entrant: DDB Warsaw, Warsaw
McDonald's Polska / Breakfast
"Alarm Clocks"
Audio Engineer:
Kuba Pietrzak
Sound Designer:
Kuba Pietrzak
Recording Studio:
Post Box, Warsaw
Producer:
Pawel Szmaus
Director:
Kuba Pietrzak
Executive Agency Producer:
Kasia Seyfried
Copywriters:
Michal Desowski/Maciej Twardowski
Creative Directors:
Zuzanna Duchniewska-Sobczak/Maciek Waligora
Chief Creative Officer:
Marcin Mroszczak
Global Chief Creative Officer:
Amir Kassaei
Agency:
DDB Warsaw, Warsaw
Radio Station:
Radio Kampus
Agency Account Director:
Nazar Al-Khouri
Client Account Director:
Adam Pienkowski
Corporate Name of Client:
McDonald's Polska
Description of the Project