Skinny will do anything to keep their telco prices low. So they open sourced 34 bespoke radio scripts as OOH placements so anyone could record them on their mobile – for free.
Each script was contextually relevant to its location, and included a phone number that took callers to an answering machine. From there, the recordings were dispatched as radio ads. The result was an OOH campaign that doubled as a radio campaign and tripled as Skinny’s most effective recruitment campaign ever.
CANNES GRAND PRIX RADIO & AUDIO, B2B 2023
CANNES GOLD CRAFT, COPYWRITING 2023
CANNES GOLD MEDIA, EXCELLENCE IN MEDIA CRAFT 2023
CANNES SILVER RADIO & AUDIO, USE OF RADIO/AUDIO AS A MEDIUM 2023
CANNES SILVER OUTDOOR, BREAKTHROUGH ON A BUDGET 2023
CANNES SILVER DIRECT, USE OF PRINT/OUTDOOR 2023
CANNES SILVER MEDIA, USE OF AUDIO PLATFORMS 2023
CANNES BRONZE RADIO & AUDIO, BREAKTHROUGH ON A BUDGET 2023
CANNES BRONZE DIRECT, COPYWRITING 2023
CANNES SHORTLIST RADIO & AUDIO, CASTING & PERFORMANCE 2023
CANNES SHORTLIST RADIO & AUDIO, SCRIPT 2023
CANNES SHORTLIST OUTDOOR, INNOVATION IN OUTDOOR 2023
CANNES SHORTLIST BRAND EXPERIENCE & ACTIVATION, BREAKTHROUGH ON A BUDGET 2023
D&AD YELLOW PENCIL EXPERIENTIAL, B2C ACTIVATIONS 2023
D&AD YELLOW PENCIL DIRECT, PRESS & OUTDOOR 2023
D&AD WOOD PENCIL DIRECT, ACQUISITION & RETENTION 2023
D&AD WOOD PENCIL RADIO & AUDIO, CAMPAIGN 2023
D&AD SHORTLIST MEDIA, RADIO & AUDIO 2023
SPIKES GRAND PRIX RADIO & AUDIO. INNOVATION 2023
SPIKES GRAND PRIX OUTDOOR. INTERACTIVE & IMMERSIVE EXPERIENCES 2023
SPIKES GOLD RADIO & AUDIO. INNOVATION 2023
SPIKES GOLD OUTDOOR. INTERACTIVE & IMMERSIVE EXPERIENCES 2023
SPIKES BRONZE MEDIA. CHALLENGER BRAND 2023
CLIOS GOLD RADIO & AUDIO 2023
CLIOS GOLD OUTDOOR 2023
BEST ADS BEST OUTDOOR MARCH 2023
THE ONE SHOW GOLD DIRECT MARKETING 2023
THE ONE SHOW BRONZE OUT OF HOME 2023
THE ONE SHOW BRONZE AUDIO & RADIO 2023
CAPLES GOLD RADIO 2023
CAPLES SILVER OOH 2023
CAPLES SILVER PRINT 2023
CAPLES BRONZE INTEGRATED 2023
CAPLES BRONZE BEST WRITING 2023
INTERNATIONALISTS AWARDS FOR INNOVATION IN MEDIA GRAND PRIX 2023
AXIS GOLD COPYWRITING OOH - STRIP CLUB 2023
AXIS GOLD INTERACTIVE OUTDOOR - STRIP CLUB 2023
AXIS GOLD OUT OF HOME CAMPAIGN 2023
AXIS GOLD DIRECT CAMPAIGN 2023
AXIS GOLD CREATIVE USE OF MEDIA 2023
AXIS GOLD RADIO 30" OR BELOW - DAIRY 2023
AXIS GOLD RADIO 30" CAMPAIGN 2023
AXIS SILVER COPYWRITING OOH - LAWYER 2023
AXIS SILVER INTERACTIVE OUTDOOR - LAWYER 2023
AXIS SILVER BRAND EXPERIENCE & ACTIVATION 2023
AXIS SILVER RADIO 30" OR BELOW - STRIP CLUB 2023
AXIS SILVER RADIO 30" OR BELOW - DIMLY LIT 2023
AXIS BRONZE COPYWRITING OOH - OAT MILK 2023
AXIS BRONZE INTERACTIVE OUTDOOR - FORT ST 2023
AXIS BRONZE NEWSPAPER 2023
AXIS BRONZE RADIO 30" OR BELOW - K ROAD 2023
APAC GOLD BEST USE OF AUDIO 2023
APAC GOLD BEST ENGAGEMENT STRATEGY 2023
APAC GOLD BEST INTEGRATED CAMPAIGN 2023
APAC SILVER BEST LOCAL BRAND CAMPAIGN 2023
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Charlotte Upton
Callum MacDonald