Ric Cairns creates new radio campaign for Exibit
Exhibition company Exibit has had a new radio campaign created by Brandino, the consultancy launched a year ago by former Marketforce creative Ric Cairns. The new work is promoting the Fresh Start Home Show, one of the suite of shows rebranded by Brandino earlier this year. The radio was commissioned to leverage an existing Marketforce campaign theme.
“The theme for the show was around getting advice from a team of experts who appear at the event,” Cairns explained to Campaign Brief. “Previously, that’s been communicated in a fairly literal way, but when the client secured an intensive radio schedule, we saw a chance to do something a bit more unusual.”
The campaign revolves around a couple of friends, one of whom is in the habit of playing the expert, whilst having no expertise whatsoever.
“We needed to have the impression that these guys had a conversational schtick that had been established over many years, and the casting was key to that. Julian (Douglas-Smith at Soundbyte) and I found the perfect pair in Sam Longley and Sean Walsh. They are, in fact, long-time friends. They’ve performed improv together for years, so they were able to hit just the right naturalistic tone. It was a joy.”
The campaign ran on 96FM and 6PR.
Credits – Copywriter: Ric Cairns. Producer: Julian Douglas-Smith. Studio: Soundbyte. Talent: Sam Longley, Sean Walsh, Luke Hewitt. Client Executive: Peter Versluis.
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3 Comments
I thought creative consultancy couldn’t work in Perth? That we had to have the big agency model to manage clients and that all creatives could do was worry about which bar to go to on a Friday night. Well, well…
It’s a radio ad. A good radio ad but a radio ad.
Not only does the studio and the engineer get a credit, but the talent does too! Very cool.