Tian It Ng: Radio & Audio Spikes 2024

This year’s Radio & Audio Spikes winners included an alarm tone that hooked Gen Z and a horror-inspired piece from a pest control brand. Here, Juror Tian It Ng, Chief Creative Officer, Publicis Communications Beijing, Mainland China, breaks down six standout pieces of work. Visit Reports on The Work to learn more about this year’s winning work in the Spikes Asia Creativity Report.

;

The Untranslated Ad | McDonald’s | Leo Burnett, Jakarta

Think again before you start whining about having to do an ad that can only talk about the product. This was hard selling at its very best. Truly chart-topping in every sense of the word.
View Campaign
(opens in a new tab)
;

Fries Beat | McDonald’s | Dentsu Inc., Tokyo

Another piece from the Golden Arches that exemplifies confidence in brand assets. A mundane alarm tone – unique only to Japan – signalling when fries are ready has been elevated to musical content that became all the rage with Gen Z. Nothing is impossible when we start focusing on positives instead of limitations.
View Campaign
(opens in a new tab)
;

The Horroroach | Rentokil | Dentsu Creative, Jakarta

When roaches are as big as the ones in Southeast Asia, their scary-o-metre scale is right up there with Pontianak – the mythical ghost that is unique to the region. I love how wholeheartedly both insights have been embraced to instil fear and awareness of the insecticide product – via an ingenious audio ploy commonly employed in horror films.
View Campaign
(opens in a new tab)
;

Hear My Last Wish | Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center | Leo Burnett, Taipei

Creativity is at its most potent when it solves the problem at hand while also transforming an established system. These voiceprints of the deceased have helped turn a misguided taboo into positive consent, giving hope for more people to live.
View Campaign
(opens in a new tab)
;

Guide Play | HARMAN APAC | BLKJ Havas, Singapore

Why should the inability to see deprive someone of a full gaming experience? JBL’s innovative breakthrough has done a world of good in the name of inclusivity.
View Campaign
(opens in a new tab)