Peter Baert - radio

1. Cannes Lions 2015
Radio Jury : Peter Baert - Raygun

2. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Radio is dead.
Long live Radio.

3. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
// Grand Prix / Use of Sound Design // Silver / Use of Branded Content

4. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
// Grand Prix / Use of Sound Design // Silver / Use of Branded Content

5. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
1708 Radio spots – Ongeveer 26 uur materiaal
16 juryleden – opgesplitst in 3 groepen – shortlist en awards 1 groep

6. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun

7. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Trends, maar vooral dont’s in de longlist :
- Heel veel spin-off’s van vroegere winnaars bv Lucozade
- Heel veel songs genre Real Men of Genius, Dumb Ways,…
- Heel veel songs met woorden weggelaten
“Groove is in the Liver”, “Dog”, “Rain”, vrouwen, etc….
- Heel veel robots.
- Scheten
- Technologie
- Siri

8. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
1 Is het strategisch relevant voor het merk?
2 Is het een origineel idee?
3 Is het goed uitgevoerd?

9. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Product & Service / Non-Alcoholic drinks //
Night before the project / Lucozade / Ogilvy & Mather Johannesburg
It is just gone past midnight, on the very night your son told you he has a science project
due tomorrow.
Oh he spend three weeks ignoring the deadline and now tomorrow he needs to walk into
class with something resembelling a hydroelectric power plant.
And so you sit here on the cold concrete garage floor, hands drenched in wallpaper glue and
strips of newspaper stuck to the underside of your hair.
And as globules of plaster of Paris ooze into your trousers you’re relieved that it is almost all
over.
But as you test it, the whole waterpump sort of destroys your sort of science project.
And you may not be a hydroelectric plant expert but you do know that it definitely does not
look like the gloopy mush before you here now.
No, no you are not that kind of mom, you will not let this go, you get that hairdryer, you get
that lucozade, you get some energy and you get innovative.
So mold forth because Brad’s mom will not be laughing at this science project.

10. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Product & Service / Household //
Lance the Bedbug/ Tiger Brands, Doom Insecticide / TBWAHuntLascaris Johannesburg
Someone is getting a lot of action in your bed tonight.
Which is weird because you’re in a nostril high, flannel nightie with a mouth
guard and a bloated gut full of falafel.
But Lance the hornball bedbug who inhabits your mattress isn’t deterred.
“I’m gonna plow you like a cornfield tonight” you can almost hear him say.
While you’re sleeping, this amorous chav is taking full advantage of his flexible
segmented abdomen. And you? Well, you’re just the aftersex taco.
He’s performing the sexaconda right there bellow the small of your back, and in
the delicate nape of your neck.
And now he’s taking a well earned break. Sipping on a Bloody Mary, or whatever
your name is.
While a sea of eggs bloom like diseased popcorn around him.
Oh yes, the pattuti is getting pounded allright. And the real injustice is that you
will be the one who wakes up with a bit of a rash.
Make him stop, with fast deadly Doom.

11. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Product & Service / Public Awareness Messages//
Scooter/ Moms Demand Action For Gun Sense In America/ Grey Canada
The following are actual calls;
Thank you for calling your friendly kroger store
“This is Melissa, how may I help you?”
“Hi, my daughter just got this new scooter that i can’t get her off of and I’m wondering if I can bring it in
the store with us?”
“Ahm, there are liability issues with that and the safety and concern of our customers is foremost”
“She won’t let this thing go right, now I just..”
“The poor thing she loves this ah ah”
“She does! she does! I mean..”
“Ooh goodness. So, as far as riding it, no.”
“But like, people are allowed to bring in loaded weapons into the store right? I mean..”
“Yes that’s correct. Again, it’s a state law”
“You’re saying I can’t bring in a scooter with pink tassels but I can bring in a gun you know..”
“Yeah exactly. But you know, like I said. I can’t change those kind of things so..”
“Yeah”
“Yeah.. yah..”
Does carrying loaded guns in grocery stores make sense?
Tell Kroger to say no to americas open carry law at momsdemandaction.org

12. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Product & Service / Public Awareness Messages //
Martin / Unicef / Prolam Y&R
Pedro calls his babysitter every day about his son Martin
and always asks her 3 questions :
“Where is he? How is his mood ?
And if his wife is gonna to be home late?”
If she is gonna be late he makes sure to get
to the house as fast as he can.
Martin speaks every day to his babysitter about his father Pedro.
He always asks her 3 questions :
“Where is he? How is his mood? And if his mother
is gonna be home late?”
If she is late, he is sure to get to his bethroom as fast as he can.
The closer the abuse, the harder to notice.
58% of children’s sexual abuse in Chili is domestic.
Let’s always be vigilent of our child’s behaviour.
A word of advice from Unicef.

13. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Product & Service / Cosmetics, Beauty & Toiletries //
A Mother’s Body / Unilever / Ogilvy & Mather London
If we watch their lips smile, singing the same lullaby they’ve sung a thousand times. And their mouths, read repeats of their baby's
favorite story lines.
If we watch their arms wrap around babies backs and cradles made from pats and palms.
Their chests, now a pillow with a heartbeat keeping squashed cheeks warm. We might realize how beautiful our mothers bodies are.
If we watch their thighs, stride down streets pushing pushchairs, praying toddlers sleep.
On the tiptoes of their feet as they sneak in to tuk in kicked of sheets.
The frowned lines and flushed cheeks as they try to swerve those check out sweets.
When all their body longs for is one hot cup of tea, we might realize how beautiful a mothers skin can be.
If we watch their laps gallop horses, their backbones arching climbing frames, hands lead them to their first school day.
If we watch their lips moving forward, to seal their children's dreams with one more kiss, we might realize how beautiful a mothers
body is
Tell us how beautiful you think a mother is at facebook.com/dove

14. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Tips from the jury

15. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Tips from the jury
- Get on the shortlist !
- 1 origineel en universeel idee.
- Goeie uitwerking met veel craft.
- Originele taal + vertaling script.
- Communiceer rond Belgisch werk.
- Meer spots insturen, zeker CCB Winners.

16. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Silver // Product & Service / Publications & Media //
Crimenight / SBS VIER / BBDO Brussels

17. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Bronze // Product & Service / Fundraising, Donations & Appeals //
Emma-Alex / Reborn To Be Alive / Duval Guillaume

18. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
Gold // Craft / Use of Music // Silver // Product & Service / Home Appliances, Furnishings, Electronics & Audio Visual
Conference room / Popclik / Bravo / Y&R Miami

19. Cannes Lions 2015 – Radio jury – Peter Baert - Raygun
It was great !
Thanks.