Go Outside‘s Repellent Radio campaign has won the 2012 Grand Prix for Radio at Cannes International Festival of Creativity. The outdoor magazine worked with Sao Paulo radio station Band FM to add a 15 khz frequency sound to its normal music programming, between 6 pm and 8 pm every night for three weeks. The tone simulated the sound of a dragonfly, the natural predator of mosquitos. People listening to the radio outside were able to do without fear of being bitten.
Click on the image below to play the Repellent Radio case study video in YouTube (HD)
The Repellent Radio campaign was developed at Talent, Sao Paulo, by executive creative director João Livi, creative directors Philippe Degen and Felipe Luchi, copywriters Leandro Lourenção, Bruno Bomediano and Philippe Degen, media director Herbert Gomes, agency producer Maria Herminia Weinstock, account supervisor Camila Mancebo, producer Cristiano Pinheiro, account manager Erick Sobral working with Go Outside executive editor Debora Liotti. Sound was produced at Punch Studio.