Cannes Contenders: Whybin\TBWA Melbourne

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

‘It’s your call’ was a campaign by 3AW Football Radio that helped reverse the struggling sports radio station’s fortunes. The socially driven promotion gave football fans a chance to create Live game commentary through the 3AW Football Facebook page. Vivid, off-the-wall radio commentary has always been a hallmark of Australian Rules Football. With ‘It’s your call’, we reminded football fans that radio commentary could be more colourful than any screen. Using the 3AW Facebook page, we asked fans to create and submit their own hilarious footy commentary calls before each week’s big game. And each week, the funniest and most entertaining submission was used during Live game commentary. 3AW commentators also engaged with fans directly by recording all their favourite calls and posting them back on Facebook. Calls that earned the most kudos on Facebook were featured in our print and radio ads. So far this campaign has been recognised at One Show and also at AdFest, where it was awarded Gold, Silver and Bronze.