Blaues Kreuz: DIARY

Credits & Description:

Category: Best Use of Audio

Advertiser: BLAUES KREUZ

Product/Service: ALCOHOL PREVENTION

Agency: ADVICO Y&R

Agency: BELCOM

Date of First Appearance: Nov 1 2010

Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND

Creative Director: Philipp Skrabal (Advico Y&R)

Creative Director: Dominik Oberwiler (Advico Y&R)

Copywriter: Andi Portmann (Advico Y&R)

Account Manager: Tanja Mezan (Advico Y&R)

Account Supervisor: Emilia Vasella (Advico Y&R)

Production Company: (Jingle Jungle)

Media placement: Radio - Radio 24 - 01.11.2010



Insights, Strategy & the Idea

Alcoholics are pursued around the clock by their addiction. The Blue Cross, a non-profit organization, helps alcoholics and their relatives.

In order to show the enormous daily stress of an alcoholic, 60 different radio spots were produced: each spot corresponded to a specific time within a 24-hour time frame and aired at that same time.



Creative Execution

The 60 spots aired during a 24-hour time period enabled the listener to experience a day in the life of an alcoholic in real time.



Results and Effectiveness

The idea was picked up and discussed by various media. The spots attracted additional free PR and coverage for Blue Cross