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Radio & Audio
Innovative Use of Radio

Silver Winner

Entrant: Ace Saatchi & Saatchi, Makati City

"ZZZ Radio"

Aired on Radio Station:
Corporate Name of Client: P&G Distributing Philippines, Inc.
Head of Client Services: Isabel Falco
Client Supervisor: Camille Aquino
Agency Account Director: Lou Santos
Senior Account Executive: Crissy Ancheta
Account Executive: Angeline Manahan
PR / Marketing: Patti Mallari
Agency: Ace Saatchi & Saatchi, Makati City
Executive Creative Director: Andrew Petch
Creative Director: Trixie Diyco
Associate Creative Director: Bia Famularcano
Copywriter: Ram Mendoza
Art Director: Kevin Beltran
Agency Producer: Michaelangelo Reyes
Sound Design Company: Cutting Edge, Makati City
Head of Activation: Gen Lizares
Events Manager: Kervy Parreno
Events Supervisor: Yhanee Mendoza
Events Co/Ordinator: Nikki Pereyra
Post House Company: Post Manila, Makati City

Description of the Project:
Pampers Produces Diapers Specifically Designed To Be Absorbent And Comfortable, So That Your Baby Gets Uninterrupted Sleep (And Mothers, Some Much Needed Sleep).
Our Brief Was To Communicate This Benefit To Mothers Across The Philippines. But What If We Could Demonstrate It?
White Noise Is Scientifically Proven To Have A Sleep Inducing Effect On Babies And Adults.
But White Noise Machines Are Too Expensive For The Average Filipino Mom.
However, Radio Static Is White Noise And 90% Of Filipino Households Own Radio Sets.
So We Turned Their Radio Sets Into White Noise Machines By Finding An Unowned Radio Frequency That Aired Nothing But Static And Simply Branded It.