HMTM Radio THE ABSOLUTE PITCH by Ogilvy & Mather Berlin

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Industry Consumer & Public services
Media Radio
Market Germany
Agency Ogilvy & Mather Berlin
Production Studio Funk
Copywriter Manuel Rentz
Producer Stephan Moritz
Released May 2012


Cannes Lions 2012
Radio Lions Commercial Public Services Bronze

Credits & Description

Entrant: Ogilvy Germany, Frankfurt
HMTM Hannover - "The Absolute Pitch"
Corporate Name of Client: HMTM Hannover (Academy of Music, Theatre and Media)
Client Account Director: Melanie Bertram
Agency Account Directors: Michael Fucks/Sophie Gudat
Radio Station: Hitradio Antenne Niedersachen/Radio 21/ Radio ffn
Agency: Ogilvy Germany, Frankfurt
Chief Creative Officer: Dr. Stephan Vogel
Creative Directors: Matthias Storath/Dr. Stephan Vogel
Copywriter: Manuel Rentz
Production Company: Studio Funk Berlin, Berlin
Directors: Manuel Rentz/Matthias Storath
Producer: Stephan Moritz
Sound Designer: Andy Schlegel
Voice-over: Michael Schenk
Idea: Manuel Rentz
Description of the Project
The task Development of a radio commercial for the Hannover Academy of Music, Theatre and Media, that aims at a very specific target group: young people with absolute pitch.
The idea People with absolute pitch can identify every tone on the musical scale without any device. They can hear the tones / letters C, D, E, F, G, A and H (German scale). With these tones / letters, you can encode words, that can only be identified by people with absolute pitch.
The solution To make sure that only the most talented young musicians apply for courses at the Academy, we develop an easy and effective barrier: we encode the contact mail address – (German „Chef“ means „boss“) using tones. By doing so, our radio commercial becomes the first round of the qualifying examination.