CANNES, France—Ad agency Talent in São Paolo, Brazil, won the Grand Prix in the Radio Lions contest here tonight for something more deliciously devious than a straightforward radio ad campaign.
On behalf of Go Outside magazine, the agency dreamed up the unlikely idea of turning an ordinary FM radio broadcast into de facto mosquito repellent. It worked like this: From 6 p.m. to 8 p.m. every night for three weeks, the agency had a local radio station add a 15 kHz frequency sound to its normal music programming. That tone is all but inaudible to humans—but to mosquitos it sounds uncomfortably like a dragonfly, one of its natural enemies. Thus, the pests stayed well away from the radios, allowing Go Outside's readers to, well, go outside.
In all, 55 Radio Lions were handed out tonight. U.S. agencies won three golds, three silvers and three bronzes. The golds went to Euro RSCG in New York for Dos Equis; Wieden + Kennedy in Portland, Ore., for Old Spice; and LatinWorks in Austin, Texas, for the Cine Las Americas International Film Festival.
W+K also won a silver for Old Spice work. The other silver winners were Lapiz in Chicago for P&G's Clearblue Easy Digital Pregnancy Test and Young & Rubicam in New York for Campbell's Soup. The Bravo Group in New York won two bronze Lions for ads for Leica's V-LUX 20 camera. And LatinWorks also won bronze for other Cine Las Americas film-festival ads.