The brief was to sell the power of radio to brand managers, showing how radio adverts can emotionally engage the listener. 'Hold Tight' and 'Mixed Up' form a campaign called Awkward. Each radio script provokes an emotional reaction in the listener, which is then challenged when sound effects are added. This flips the scenario in an unexpected way. The scripts create a range of emotional reactions in a short amount of time, demonstrating how the ultimate power of radio is the ability to create pictures in the mind.
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