Ogilvy & Mather Johannesburg won the Radio Grand Prix at Cannes for a campaign that plugged KFC's Double Down sandwich. The agency took the top prize for the second year in a row after also winning a 2016 for KFC work.
Radio ads plugged the limited time offer by using voices to portray small moments of sadness, like when you ask people to cheers but no one returns the favor. Then the ads state that the "saddest thing of all" is when the Double Down goes off market.
Jury president Mario D'Andrea, president and chief creative at Dentsu in Brazil, praised the agency for turning out a creative campaign from a run-of-the mill brief for a promotional item.
Read more about the judging over at AdAge.com.