Award should have inverted title for Audio & Radio
Audio should come before radio in Lucas Sfair’s definition for the Radio & Audio Lions award. A newcomer to the category’s jury, the founder and creative director of sound production company Canja Audio Culture from Paraná remembers Sick beats, an airway clearance vest based on sound wave therapy, which took the area’s Grand Prix in 2021. It’s hard to sum it up on the radio. Audio has been revolutionizing agency creations for some time, he observes. Creativity above technology and the power of the media to deal with social agendas are also highlights of the following interview.
what to consider
Creativity over technology. We live in the artificial intelligence boom, but the tool alone will not be enough. We continue to look for fresh concepts that are capable of transmitting and convincing. Enter the much talked about craft. Technique and idea go hand in hand for something to be convincing.
creative potential
Audio has been revolutionizing agency creations for some time now. They are ideas for voice assistants (Alexa, Siri, etc.), podcasts, binaural productions, atmos. The Radio & Audio category should have its title reversed to Audio & Radio. The unformats are more and more interesting and attractive. We won Grand Prix in this category in 2021, with Sick beats, the first airway clearance vest based on sound wave therapy. You can’t sum it up in radio anymore.
Honor
Being a juror at Cannes is the culmination of experiences at previous international festivals. I went through Clios, LIA, NYF, El Ojo, CCSP, Colunistas and others. By all accounts, I am the youngest Brazilian advertising audio producer to be invited to be a juror at Cannes. And I think it makes sense for the moment, because we’ve won technical awards for years. If they were going to wait longer just because of age, maybe the wave would have passed. But yes: first time. Honored.
Luz
We live in a post-pandemic phase and, at the same time, with AI evolving rapidly. We also go through issues that we need to help resolve with our role and media power. For example, we just had a World Cup held in one of the most sexist and intolerant countries in existence. In Brazil, however, we had the mining scandal, corruption, destruction of the Amazon and, consequently, a terrible climate management. There are so many subjects in need of light that I really hope to see diversified campaigns.
Read the complete article in the special anniversary edition of PROPMARK
