Keeping it reel for Red Cross radio
British Red Cross asked Row-A to take charge of the creative for their home volunteer radio campaign – featuring scripts based on real conversations with elderly people.
They were nervous about how the voices might sound if left in the wrong hands (or ears) – especially after being approached by production houses who talked about having access to voice-overs who “do a really good old person”.
We think getting a voice over to do an impression on your radio ad (especially when portraying a real person) just leaves a bad ..er..impression (in every sense).
It also misses the opportunity to find an actor who will bring something to the part (authenticity for one) and be a standout voice in the ad break – because they won’t sound like other, regular voice-overs, and won’t pop up in other ads.
We found Janie. And what a find. A super actor, whose career spans nearly 60 years. Janie didn’t “do a really good old person”, she was just a really good, genuine person – who was in her late 70s (and sounded like it).
We recorded and mixed the ad at 5A Studios, Camden.
More from the blog
Row-A’s new Chester office
We now have a new office in a new location, overlooking Chester racecourse.
Having an agency presence for Cheshire, Shropshire, Merseyside and North Wales, to complement the Row-A Manchester office, has been on our radar for some time. It was just a case of deciding where to land.
Two Transform awards for Clarity Travel Management
It’s one year since we rebranded and relaunched the Co-operative Travel Management as Clarity Travel Management. In that time the group has won £96M of new business. So, this week, we were thrilled to add two shiny gongs (with finger smudges) to Clarity’s first birthday celebrations.
We’re off to the Transform Awards
One of the great things about being a newish agency, is you can have lots of lofty ideals; before, at some point, you inevitably have to climb down from a few. One of ours was that we’d rise above the temptation to enter every award going and only go for those that we (and we think the industry) genuinely respect. And we’d only enter work that was a good fit, rather than hit and hope. It saves a lot of time, money and (if you get nominated) dry cleaning.
Setting content to self destruct
If you want to achieve your aim it helps to have a target, obviously. But when you’ve just hit that target, setting a new one straightway can all seem a bit Sisyphean. And, of course, most targets are ‘moving targets’: they can be put back, brought forward, or switched altogether. Which means you can always avoid them. So, when a new target seems too hard (and hopeless) to contemplate or too easy to get out of actually doing, you could always consider setting a time bomb instead.
The power of social media celebrity eh?
Take Teresa, Josie and Mary: one minute you’re a minor YouTube celebrity, the next you’re responsible for the imminent demise of the German Automobile industry and sending an entire nation into panic. How Wunderbar. It’s like Justin Bieber bringing down OPEC, and setting in motion some oil-starved dystopia.