2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

The song taps into the virtues of remembrance and resolve that are intrinsic to Ramadan, a month of optimism, togetherness and self-improvement. Children from around the world were asked to share what they’ll remember from Covid-19. The song's words and harmonies capture that child-like innocence, purity and simplicity of children, in the way it is written, composed and sung. Through the device of "I'll remember....", the song shares the brand’s point of view that if we learn from what children will remember of Covid-19, we can help build a world we all deserve. The song reminds listeners about the importance of seeing the good amidst all the bad around us, about remembering the ones who sacrifice for the rest, about acknowledging the positive changes in ourselves, and about valuing the things we should hold dear to; not just during Covid-19, but even when we get through this challenging phase.

Cultural / Context information for the jury

Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give to charity, remember the year gone by and resolve to be better as individuals. In 2020, Ramadan was an unprecedented Ramadan due to COVID-19 crisis. Families weren’t able to get together, people were unwell or worse, doors previously open were closed and cities previously bustling with markets and gatherings were locked down. An environment of pessimism lingered in a month that has always been one full of optimism and celebration. Ramadan is also the Middle East’s Super Bowl, when brands air their most entertaining content. But, with lockdowns, no really entertaining content were shot because of restrictions and bans on film production. A depressing Ramadan had a depressing entertainment scene. Babyshop, a children’s retailer from the region, wanted to uplift the mood, and did so, through targeting a common channel: Radio.

Script. Provide the full to radio/audio script in English.

When all is said and all is done I’ll remember what I learned. Not all heroes wear capes, And they don’t fly fancy planes. Strangers still look out for us Though we can’t do the same. I’ve learned that we are all one What hurts someone, hurts everyone. When all is said and all is done I’ll remember what I learned. Even when we’re all alone We’re never truly on our own. Love can always find a way Even if we’re far away. I’ve learned from the ones I love That we can give more than we’ve got. When all is said and all is done I’ll remember what I learned.

Explain how the work innovatively used the radio / audio medium.

Ramadan is a time of celebration and togetherness. But in 2020, Middle East, like the world, was locked down. There was no celebration and loved ones were apart. It was the most depressing Ramadan in our lives During Ramadan, amidst COVID-19 lockdowns, instead of regular podcasts and audio programming, we launched a song on the most popular mass media channel - Radio. Through crowdsourcing marketing techniques across social media, we asked (parents and their) children from its 9 markets worldwide to share what they’ll want us to remember when COVID-19 was over. Next, we wrote an original song using those children’s words. And then, we partnered with Brittin Lane, an upcoming artist and composer from Colorado, USA. The result was a branded content song, aptly titled, "A World We Deserve", inspired from what 14 children shared, that broke through the clutter of RJ promotions, paid branded offers and everyday programming.