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.
Radio — Innovative Use of Radio
Entrant: DDB Warsaw, Warsaw
McDonald's Polska / Breakfast
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