Over the past four weeks, 10 of South Africa's creative advertising agencies have been put to the test in a gruelling radio advertising challenge, judged by a heavyweight panel of South African marketing and media professionals.
The campaign made its debut on 10 March, when a video of Justin Gomes, chairman of the Creative Circle was leaked on its blog. The video showed Gomes being tortured for the radio industry's sins. Soon after, a brief was sent to ten of South Africa's top creative agencies.
The agencies that participated were
These agencies were given two weeks to conceptualise an innovative piece of radio communication. After the two weeks, Uber cabs arrived at each agency (minus one, which was too busy to take part) to collect the creative teams. They were driven to Sonovision Studios to record their pilots in an hour and a half.
On 1 April, the nine agencies presented their recorded pilots to a gruelling panel of respected judges
Finalists to battle it out
The judging panel then narrowed down the selection to their favourite four pilots:
Draft FCB
Fox P2
These four agencies will have their work recorded in a recording studio with professional voice artists of their choice. Additionally, the adverts will be aired and entered into the Loeries later this year.