Radio is hugely popular in Ireland. In fact 8 out of 10 adults listen to radio every day. However, radio often gets forgotten when it comes to advertising campaigns and the overall standard of radio advertising in Ireland is poor. We are drowning in jingles and are choked by Terms & Conditions. We were tasked with a campaign that would demonstrate the power of radio ads to marketing managers, to show how it could be used in a more engaging and creative way and to show that its power is such that it has to be used responsibly.