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Award: Graphite Pencil

Graphite Pencil / Broadcast Innovations / Broadcast Innovations / 2008

An innovative brand like Blaupunkt demands innovative advertising. The challenge was to develop a commercial that redefines the radio medium. The solution was to create the first visible radio commercial. It is easy to transmit text messages on every common radio display via a radio signal (this is called the Radio Data System), but until now this functionality was only used by broadcasting stations to transmit their station names and song titles. We used this feature for advertising by letting the displayed text interact with our spot.

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If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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