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Innovative Use of Radio
Entrant: BBDO Toronto, Toronto
Corporate Name of Client: Shaw Cablesystems G.P.
Client Account Director: Sylvie Dubois
Agency: BBDO, Toronto
Executive Creative Directors: Peter Ignazi/Carlos Moreno
Associate Creative Director: Jamie Marcovich & Todd Cornelius
Production Company: 6 Degrees, Calgary
Director: Dan McManus
Executive Producer: Dan McManus
Recording Studio: 6 Degrees, Calgary
Sound Design Company: 6 Degrees, Calgary
VP Account Director: Martina Ivsak
Account Supervisor: Saloni Wadehra

Basic description of the project:
Shaw was launching a new product called the Shaw Plan Personalizer which let customers create a truly personalized and custom internet, TV and home phone plan. We thought what better way to illustrate this then by creating a radio campaign that could be customized as well. The 60 second launch spot allowed users to interact with their stereo's balance control to create a truly personalized ad experience, while the follow up 30 second ads were tailored to specific genres. In the end we created a campaign that brought to life the product benefit of true personalization.

LIA 2011©

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